Today's consumers are really happy, the collection of thousands of pet in a

"Today's consumers are really happy, the collection of thousands of pet, which in the previous era is not." "When I chatted with my friends about the" Hi-fix "service, he exclaimed.

"Hi-fix" is actually a new service with the Internet to reduce the dimension of the color. The rules of the dog's electrical release show that it has three main features, a more thorough free strategy, reverse logistics, and a central maintenance warehouse operation mode.

The general operating process is that the user bought the puppy electrical products, as long as the warranty period, as long as the product problems, whether intentionally or unintentionally, you can contact puppy customer service, by Shun Fung door-to-door pick-up, express to the central maintenance warehouse, free repair and replacement parts, and quickly will be repaired products delivered to the door. Throughout the process, users do not need to explain why the product problem, do not need to go to the offline repair network, and do not have to change parts and maintenance negotiations to negotiate a bargain, which in the past is difficult to imagine.

Not long ago, when I was in a seller's magazine party, just like with puppy Electric founder Tan to the same stage, he mentioned that will announce a subversive big move, completely change the enterprise and the user in the after-sales service in the near "ourselves" antagonistic relationship, and the right to interpret completely to consumers.

In fact, before the "Hi fix", puppy electrical appliances on the implementation of an effective reduction of the dimensions of the attack. The small household appliance brand, founded in 1999, made an astonishing move in 2006, withdrawing from Gome and other hypermarkets, closing the store, and logging in in 2007, then rapidly growing into the king of vacuum cleaners and the brand of puppy electrical appliances.

How to implement effective dimension reduction of hardware products there are roughly three strategies: one is to focus on a subdivision of the category, do a good job positioning; second, in the segment market to do a needle stabbed broken days of the product, the importance of products beyond the expectations of far higher than the brand; third, effective online channel strategy, reduce unreasonable intermediary channel costs. Puppy focus on the vacuum cleaner category, go online channel, the price is set at the traditional store 1/2, and even high-end products are traditional store prices 1/3~1/4. In this way, puppy electrical appliances quickly beyond Philips and other traditional vacuum cleaner brand, its most important success is in the user's mind implanted a positioning-the vacuum cleaner is a puppy, this is the same as carving ye's olive essential oil.

To a certain extent, "Hey fix" is the Puppy electrical appliance's second dimensionality reduction attack, but this time is not the hardware product, but the Post-sale service. I am optimistic about this move because the hyper-expected service is as important as the hyper-expected hardware product, and to completely subvert the traditional service model and provide a more than expected service experience, we must use the Internet product thinking to do a redefinition.

In other words, the service is an Internet product, how to do this product needs a unique methodology. The following analysis can be done:

One is to hit the user pain point, to provide more than expected explosion-style services.

When you go to the offline shop to do electronic product maintenance, you will encounter the following: the invoice with? You broke it yourself, didn't you? You have to change the motherboard if you want to fix it. This part is the price, do you change it? ...... There are a lot of things like this, and that doesn't include the time and transportation costs you pay.

To a certain extent, the user and the business, the authorized service provider is a game relationship, and then delve into it, after-sales service itself is a cost center, the business must be the lowest cost, the matter of the abduction is inevitable. The problem is that the user is not happy, to direct the pain point, if only in the old mode on the basis of patching, users just feel that the service is fine, but there will not be a super expectations experience. To achieve real MOT, it is necessary to change the traditional "tradesman" service mode, into active service, with a class of free strategy (free or with the cost of pricing) to radically change the traditional mode of operation. In view of this "hey fix" is not difficult to find, it's warranty free policy, door-to-door pick-up and return pieces, interpretation of the right to the user, no doubt have a strong appeal, can be made into a service explosion products.

The second is to make the service of strong chain relay, access to more networks, the value of service is greater.

How to explain, and look at the "Hey Fix" behind the link which network: From the user maintenance needs of the initiator, they can through Ali/qq/micro-letter/SMS/4006-111-456 Service hotline, as well as on the Internet have sales of puppy products, independent chat tools and other contact repair From the process of logistics to see, it has access to the logistics background system, Shun Fung 290,000 courier Terminal System can receive service orders, as long as shun Fung can reach the place, puppy users can enjoy a full free logistics services. At present, puppy electric new service mode has already achieved the first batch of 31 provinces in mainland China, autonomous regions and municipalities, more than 300 large and medium-sized cities and more than 1900 city or county-wide coverage; from the internal operation process of puppy electrical appliances, central maintenance warehouse communicates with the central warehouse strategy of electric business, building a unified, Real-time increase and decrease in inventory, unified processing from the national job orders, this requirement includes in customer service, work order system, accessories warehousing management system, such as networking, through.

In the maintenance needs of the initiator, the logistics side and the operating console, puppies have achieved after-sales service hyperlinks, which also achieved the value of the service increased.

The third is to reduce the dimension to subvert, but this requires strong platform support, as well as the blurring of the boundary and even new thinking across.

Tan Chong stressed that the puppy electrical appliances in the service will not repeat the old practice, will not build an old-fashioned thousands of repair outlets, but the use of central maintenance warehouse, active door-to-door pick-up and warranty period is free of charge to do. Is this practice suitable for all enterprises that need to lay down their online service outlets?

I think this is related to the characteristics of the product, especially whether the enterprise has a strong platform support capability. only to puppy electrical appliances For example, choose to open online after-sales service outlets, find Chiu Yujia authorized service providers, accessories in the National warehouse, or with the current "Hi-Repair" way, behind must be carefully considered, the cost of the higher the lower, to reduce the cost of priority, or to exceed the expected service circle, sticky users as a priority? Obviously, the puppy electrical appliance's dimensionality reduction is the latter as the starting point, with Tan Chong words, that is "after the sale is the product extension, is the product constituent", this is its clever place. However, this must be a very high quality control capacity, excellent central maintenance warehouse management as a support, so that in the reduction of the dimension, but also to control the cost of expenditure.

At the same time, why should we mention boundary ambiguity and new thinking? I remember carving out a few days ago also to Tan rushed out an idea, "puppy's ' hey fix ' if just repair own product, that puppy is 1 billion dollars company, if redefine, define it as a vacuum cleaner?" At least 3 billion, defined as small household appliances? The whole of China's small appliances repair point on leather once life, 10 billion. ”

That's the difference between thinking patterns. Can do a vision, if the puppy electrical "Hi Repair" mode can pass, made a very word-of-mouth effect of service brand, then it can completely blur the boundary, for the vacuum cleaner industry and even the entire field of small household electrical appliances, to export their own service capabilities. At this point, it becomes a network effect of the open platform, but no longer just a business inside the service business.

It's like millet selling mobile phones and televisions in the form of cost-walking, which, in its eyes, is not a traditional mobile phone or TV, but a platform for mobile internet, and once you have a large user base and a sustainable value-added service, the cost of hardware or services is completely off the table.

Finally, a word, any Internet product is semi-finished products, and constantly iterative optimization and strong operational ability to build good products, product-oriented services are also so. For puppy electrical appliances, it opened a good head, to the aftermarket industry to bring the model of the great subversion, but to really pass, but also need continuous optimization operations.