Traditional home business and traditional household electric appliances

(This article is published in the October 2013 issue of "Home Connection")

(This article was written some time ago, because it was published in a paper magazine, so it was delayed.) But this time it has another meaning. The traditional home channel has just happened to boycott the double 11 O2O mode of the cat, which illustrates the game between the traditional home enterprise and the traditional electronic business. ）

One

The recent period of time to the traditional home enterprise electric business development Thinking, let me feel more and more necessary to the current line of the next game to do a discussion, this may be to us to control the future of home electric business development trend has better help.

I use the term "traditional home electric dealer" to describe the current ongoing and offline traditional home enterprises corresponding to the home electric business. It's not that I like to be unconventional, I can't find other suitable ready-made concepts. This may also be the power of the development of the charm is: just the rise of things, have not had time to carefully taste it, a blink of an eye is "traditional"!

In the future, when people write about the history of China's electric business development, they will certainly take the 2012 double 11 net to buy Carnival as a watershed, marking the whole society's recognition of the electrical business. As Mr Ma said: Double 11 Taobao day cat's online shopping spree, has sounded the electric business to the traditional economic challenges of the assembly number.

Another historical event worth mentioning is Ma Yun and Wang 100 million Yuan gamble. The matter is talked about by people, can be seen as a match between the electric business and the traditional enterprise. We know that Wanda Wang in the bet with Ma Yun, is also actively plotting Wanda electric business development. 2 million salary recruitment the CEO may not be Wanda's intention to hype, but let the world know Wanda build the determination of the electric business. So, since Wanda has been actively building their own electric business, why Wang and Ma Yun play this bet?

This is because Ma Yun and Wang their respective positions, the so-called electric quotient concept is also different. In the concept of Wang, this electric dealer is actually what we call the "traditional electric Dealer", is a pure online electric dealer. Perhaps, in Ma Yun's concept, the electric dealer is only through the online transaction economy.

The concept is different, the wager nature also cannot obtain the fair result. So I always thought that the game would end up with the development of the traditional economy.

It is the Red Star Mei Kai long car 建新 and Ma Yun and Wang a new round of gambling ght, the concept of the electric quotient has more accurate description: pure online electrical business. I am here to elaborate on the "traditional home electric dealer."

"Traditional Home Electric dealer" refers to the pure online household electric dealer, is the home electric business development early electric business operation mode. We are familiar with the Taobao cat platform on the furniture shop, mostly pure electrical business representative. The reason why the current pure electricity business is called the traditional electric power quotient is because in the development of the electric business today, it has begun to expand to the line. Pure Online mode has become a past style.

The traditional economy was shocked by the 19.1 billion sales of the 11-day-old Taobao cat. But the shock of the traditional home business is more confused: How to develop electricity business?

Two

From the overall development of electric business, the traditional home enterprises how to develop electric business is more important than the home electric business enterprise How to continue to develop the topic. Because at present the development of pure household electric Business company is only the initial stage of the development of home electric business. The future of home electric business development, should be still in the total social economy accounted for the absolute dominance of the traditional economy of the development of the electric business, that is, the traditional home business development.

It should be said that the traditional home business development will represent the next stage of the entire household electrical business development theme.

However, at present, there is no in-depth research on the development of the electric quotient of the traditional household enterprises. Traditional home enterprises in the painful exploration, they can hear about the development of professional home electric business advice, basically from the traditional online home electric business. The growing soil is different from the perspective of the problem, and the experience gained is certainly different. The traditional home electric dealer more is from the pure line household electricity merchant development idea to instruct the traditional household enterprise Development electric quotient, basically does not consider the traditional home enterprise line on-line Business Contact and the conflict of interest. The results can be imagined.

To guide the development of the electric quotient of the traditional household enterprises with the experience of the traditional home electric dealer may be the basic reason for the development of the electric quotient of the traditional household enterprises.

The development of traditional household enterprises requires a new mode of electrical business. To "Traditional home electric dealer" to address the pure line of household electrical business is in the above background generated.

Three

On the other hand, the development of the traditional household electric appliances on line is also a fork in the history: Is it to continue the development of pure line? or the development of the demand for greater survival and development space?

Here is worth mentioning is the United States Lele, home electrical business development in a solo show.

Beauty Lele is the original Amoy brand, and then "off the Amoy" and establish an independent online platform. As far as I know, beauty Lele may be one of the few (or perhaps the only) successful Amoy brands.

However, the success of the United States Lele is not because of "off the Tao" but because of the opening of the online experience shop system, thus leaving the traditional home electric dealer queue.

The United States Lele is the current household electrical business in the rare basic business model of the enterprise, the rapid development: 12 1 billion, 13-year Plan 3 billion, 14 10 billion. With the beauty Lele characteristics of the online experience shop system construction speed is staggering: 12 136, 13-year target 300 (currently more than 200), 14 year target 1000. From May 2013 to June, the United States Lele basically with a daily new store speed development.

There are two numbers that can better explain the success of the United States Lele online Experience Shop: One is the United States Lele more than 80% of customers are in the experience shop orders, and the second is its online experience shop can basically guarantee profitability.

The development of the US Lele represents the development direction of the traditional home electric business.

Four

Look back at the traditional home business development of the electric business. Let's take trimebutine as an example.

Trimebutine may be the traditional home enterprises to do the first electrical business enterprises, but also in the electric business road to go the furthest traditional home enterprises.

Trimebutine's road to electricity business began in 2008, coincided with the financial crisis. In the spring of 2009, Trimebutine will be the distributor of their distributors to Beijing, closed door three days to experts for the dealers to instill the concept of e-commerce, and ultimately make the dealer in the concept of cooperation to reach an agreement.

Trimebutine come up with a product dedicated to online sales, and in its offline shop for the display of secondary school venues, and the national unified price, realize the line under the integration of prices, so that the system to achieve online promotion – offline experience of the O2O sales model.

2010 Trimebutine A group of sales nearly billion, "Qu billion" shock home industry.

Taking Trimebutine as an example, this paper introduces the development of the electric quotient of the traditional household enterprises, mainly because of the trimebutine's efforts in dealing with the development of electronic business and traditional channel integration. It put the online experience shop located in the dealer's traditional shops, and the national unified price, and its traditional distributors to distribute benefits, and so on. All these are the behavior that the traditional household enterprise develops the electric quotient to study.

However, it must be objectively acknowledged that: Trimebutine in the development of its electric business is not a smooth road, there is still a line of business processes and interests of the conflict problem, need further exploration.

Five

Whether it is the development of online home electric business, or the development of the traditional household business, will present more and more line under the trend of integration. The road to the development of household electrical appliances on line will become narrower. If you still insist on the path of the development of the pure electric trader, it may soon be out.

Experience shows that the traditional household enterprises to develop electricity business, is not the establishment of a company as simple as the electricity business. An interesting question is: What is the new form of the enterprise after the development of the traditional household enterprise? What do we call this new business? Is it a power dealer? Or ...

Write here, unavoidably want to talk about Su Ning's "Cloud merchant". Suning may be the only traditional retail enterprise that has been successful in the development of electric power companies at present. Suning renamed to Electrical appliances, the second name for the cloud quotient. Although the concept of "cloud quotient" has not been universally accepted, it is worth our attention for its reflection of the industry. With Su Ning's explanation, is "the Electric store merchant retail service provider". This is a traditional economy and the traditional electric power fully integrated economic state, is the future form of the electric business.

Traditional household enterprises need to develop electricity quotient, but it is not feasible to use the experience of traditional household electric appliances to guide the development of electric dealers in traditional home enterprises. In the future, the trend of the development of electric business is to blend with each other under line, but the road of future electric business development between traditional household enterprises and traditional home electric dealers will be different.

We have reason to believe that the traditional home business development of the results of the electricity business, is not a simple traditional home electric Dealer's pure online form. The development mode of the electric quotient of the traditional household enterprise should be closely centered on the traditional core business of the enterprise, on the basis of making full use of the network/mobile network technology, the core business of the enterprise is strengthened through the electronic business, thus enhancing the market competition ability of the enterprise in the time of the net purchase