Traditional Home Enterprise Net: Integrated Marketing is the future

This article starts in "I World Net Merchant" on. ）

In the process of home electric business or home electric business, one end is the online enterprise is facing a dilemma, and one end is the traditional home enterprise under the line.

Traditional shopping malls start the process of electronic business

For the traditional home channel, 2013 is still a difficult year for the development of electric business. Traditional channel boss Red Star Mei Kai Long electric Business A setback again, still is the focus of industry attention. It seems that the Red star has yet to find an effective way to deal with the electric-business revolution. "Double 11" traditional home channel boycott day Cat O2O attempt, not they are hostile to the electric business, but do not know how to develop their own electricity business. As a result of the electric dealer and the traditional home shopping malls may have been difficult to count, they are a common feature, is to try to do a cat like the days of the Electronic business platform.

History has repeatedly proved this erroneous thinking. If the home shopping malls such as the Cat Jing East as the electric business platform, it will be the first to their own traditional shopping center caused a fatal impact. And do not talk about the current construction of such a home electric business platform for the history of the window is still there, even if there is a chance, it must be in the process of construction due to their own line under the huge impact of the market has been stopped. Home to the traditional channels to build Beijing-East day cat such a platform, only in two conditions may be achieved: one of their own offline shopping malls have been routed, and the second is to do their own line of the mall hit the rout.

In my opinion, the only way to develop the electric business in the traditional home market is to make the shopping mall electronic. The electric business development mode of the market, requires the traditional channel to completely change to do the electronic business is the wrong idea of selling things online, but fully use the information interactive function of the Internet, closely around the core business of traditional shopping malls, to rebuild a line under the integrated marketing platform.

To the U.S. electric business development, the top of its domestic electric business platform, such as online Wal-Mart, are traditional channels of the online platform, its business is around the traditional channels of business and common development, and realize the line under the marketing integration. Back home industry, Ikea is an example. Ikea does not even have a sales function online, but it does not indicate that IKEA does not have a development power provider. In fact, Ikea online site is around the line shopping mall business, to provide more and better information support. Ikea uses the Internet's various information technologies, such as websites, micro-letters, micro-blogs, etc., to build up the Internet era and the user to communicate online under the integration of the Electronic business marketing channels.

Through the market electric business, traditional channels can be online under the traditional channels of competition continue to Gongchenglvede, beat the line of the same, at the same time through an effective electric business defense, to win more time to carry out the strategic adjustment of shopping malls, and in the final balance of competition to retain more space for survival.

Incredibly the House "double 11" on the line of their own electric business platform, basically is "shopping malls," the electronic business. This is a completely around the line of the market development of the electric business platform, the line under the "four" as the core, to reconstruct the Internet era line under the integration of the home market marketing function. It is understood that there is even no online sales KPI evaluation indicators. As an important part of the integrated marketing under line, the online platform basically bears the function of the online display of the market information, the online market drainage, the virtual display of commodity and the interactive display of commodity information.

As an online platform to store electricity, its success is not the number of sales on the line, but the platform for the sale of the market how much support, is once again facing the online electric business attack on the online market to provide protection, is in the peer competition with the line to provide more effective competitive weapon.

Wanda Electric Business finally in the long-term waiting for the line, this is also a shopping mall electric business platform. I think this is: can not use the concept of traditional electrical business to build the traditional market of the electric business platform. Traditional shopping malls do not necessarily have to shop online, open shop does not necessarily have to sell, sales are not necessarily all merchandise sales, it is not necessarily to be online sales ... In short, around the line shopping malls business development of online electric business platform, can have a variety of play, as long as the ability to support and strengthen the marketing function of the offline mall.

Household enterprises to build integrated marketing system

Chei, Chairman and CEO of Hongxing family Group, believes that the electric business is also the life of the factory, I dare not agree with this view. The reason is very simple: the development of the electric business has not produced a home enterprise to doom of the Internet peers, the future of home electric business enterprises, is still the development of the evolution of the traditional home enterprises. So the electric business is not revolution but self evolution to the home enterprise.

2014 will be a turning point in the development of electrical business of household enterprises, from the simple day of the Cat Jing Dong opened the shop to a full range of Electronic business marketing, which will be the development of electric business from an electric business sector to enhance the function of the enterprise development Strategy.

For the household enterprises, the development of electricity business is to enhance their own market competitiveness, is a lasting strategic planning, the need for enterprise organization and cultural change to achieve. Implementation to the action, the first is to build online under the integration of the distribution system.

It is not true that some people will integrate the line into the O2O. O2O is still on the line, and integration is not divided line offline. Because the household consumers do not line up.

Build online distribution system, is to online under the development of the channel Power Market dynamic competition, through the phased goal of the set to gradually cancel the line of products and prices under the dual-track, and gradually change the business process and benefit distribution mechanism, and gradually through the enterprise line under the business path, Fuse line under the whole.

This is a protracted war, need the vision and courage of enterprise leaders, but also need the participation of various departments (including distributors), so it is an organizational and cultural change.

Self-redemption of traditional dealers

It should be said that the traditional dealers in the home electric business revolution is the most helpless. They are subject to the traditional shopping malls of the electric business development strategy, but also subject to the home enterprise's electric business development policy. In this eco-chain, the distributor at the tail end will face the complete change of the marketing function, from the leading sales to the product experience and after-sale service. This radical change can only depend on the dealer's self redemption.

In the future, the competition pattern of home electric quotient, the number of shopping malls decreases, the area of shopping malls decreases, and the number of brands in shopping malls decreases, which means that the living space of the dealers as a whole will be reduced drastically. The fittest, survival of the fittest, this is the life of the dealers faced challenges.

With the development of the traditional market electric business, with the home enterprise line under the integrated distribution system to build, we will see more and more dealers from the traditional to the electrical business change.

And the role of the dealer change, will completely open the home electric business line down the path of the last gate.

Home Electrical Appliances Large layout

If we look at the historical perspective, the above mentioned household electrical business development, but the development of household industry is a gradual change, does not belong to subversive revolution.

And the home industry will face, is indeed a completely subversive revolution. In front of the electric business, the home industry is also a prehistoric place. So the overall layout is the master, the existing development is the times. Now the layout, will affect the future of the supremacy of the situation.

So onlookers home electric business development, should pay more attention to the overall layout, rather than the current city a pool of gains and losses.

Household goods consumption is only one link of home decoration consumption. Therefore, the overall layout should be based on the overall consumption of home furnishings, to conceive of the future of household appliances (house) The big pattern of electrical business. Home electrical manufacturers are based on the characteristics of the Internet, to rebuild the consumption process, so as to enhance the experience of the management of home improvement. Home appliances are the subversion of the traditional family decoration business, but also the future decoration (household) industry's re layout.

Large data and cloud technology will become a real application rather than a illusory one in the large layout of a home electric dealer.

The new layout of the industry under the guidance of electric business thinking may begin to be difficult to see from the outside and even to detect its development, but it still deserves our attention from the historical point of view.