Transition to a service provider

It is understood that, although this year the household appliances industry in the general shout "light" under the difficult situation, but in the electronic commerce area of home appliances is a vibrant booming momentum. Guangdong dongling Electrical Electronic Commerce Center Director Xiahuahui in an interview with the information Times reporter, said, from September 9, 2009 officially into the field of E-commerce, three years, the East Ling Electric Dealer's annual sales from the initial 2 million to the current 200 million yuan mark, which doubled the number of bread production and sales, Become a veritable industry's first brand.

Singles Day earns more than 10 million yuan

Information times: This year, the traditional household appliances market situation is not very optimistic, but the electrical appliance enterprises in the field of electricity market is a good, I would like to ask this year, the E-commerce market of the East Ling?

Xiahuahui: Unlike the traditional market, the first half of this year, Dong Ling's electricity sales have maintained a growth rate of about 40%, but in August this year, the household appliances "climate" impact, growth began to slow down, but from the beginning of October, the market began to appear blowout; only November 11 Singles Day, We sold more than 10 million yuan, which is expected to exceed 200 million yuan in sales this year.

Information times: It is understood that Dong has been a small household electrical appliances exported by the industry, please Dong how to enter the first E-commerce sales channels?

Xiahuahui: From 2006 onwards, the East Ling electrical appliances began to enter the domestic market, after several years of market cultivation, dongling electric kettle, juicer, egg-laying device is still in the forefront of the industry. September 9, 2009, the company decided to set up an independent E-commerce department to operate the project, can be said that Dong is "dare to eat crabs" small household electrical appliances business first person.

After entering the field of electrical business, we first of the company's products have been divided into lines, the implementation of traditional products and network sales products of different models, different coding, different functions, different colors, different packaging enterprises to distinguish between the policy, to avoid the internal traditional market and the electricity market of bad price competition, so that the electricity Business Project Light, The two kinds of western appliances, such as bread machines and egg-laying devices, have been successfully pushed into China's mass consumer market. At present, we and large-scale business platform, such as Jingdong, Tesco, Gome, a shop and so have cooperation, and has 20 core network agents. Next we are ready to consider with the channel to carry on the deeper interaction cooperation.

Build the first "baking Show" service platform

Information times: After three years of operation, put aside the enterprise profits do not say, Dong in the field of E-commerce have what harvest?

Xiahuahui: Over the past three years, Dong in the field of electric power market harvest is indeed quite rich, there are three bright spots; one is to the East Ling to create the Chinese bread Machine industry's first brand. Make bread machine products in the domestic market in the annual sales of more than 1 million units (this data includes peer brand); second, the "egg-laying device" This product is introduced into the daily life of Chinese consumers; the third is to build the first domestic "baking show" service platform. To domestic bread machine, toaster consumer to provide a full range of teaching, training, ingredients and other technical services; At the same time, with this platform to sell some peripheral supplies, such as yeast, cake mold, bread powder, for members to create one-stop service. China's first "baking show" platform will be operating independently on the Internet in the near future.

Information times: Dong in the network sales channels in the product involved a lot, specifically which product performance of the strongest?

Xiahuahui: We have a lot of products in the electric business channel, there are more than 100 kinds, the mainstream sales category to the bread machine, electric oven, egg-laying device, many of these four categories, the current four categories can do the whole network sales first. From a single product sales, the current bread machine sales and growth rate is the strongest, its sales also accounted for the largest share of the company's electricity, since the first bread machine in April 2010, a short period of 3 years, our products can be sold million units, become the industry's first brand. Last year, Dong was appointed by the State authorities as the drafting unit of the bakery industry standard.

Next year's sales target 400 million

Information times: What do you expect from the Dong market next year?

Xiahuahui: Next year we strive for electricity sales to reach 400 million. Recently we have just signed the agency of a high-end brand in the United Kingdom, by the East Ling to carry out OEM production, ready to pass our electric business channel next year to promote sales, this will be an economic growth point. In addition, next year is also ready to expand the market at the same time, while trying to change from vendors to service providers.