What can traditional household electrical appliances learn from Fang Tai Electric business?

In the first few days of the Internet Innovation Conference, Fang Tai Electric was awarded the "Best Electric Business Experience Innovation Award", in the side of the general manager of the Li to "high-end electric business" as the theme of the speech, the indirect to the home appliance industry thrown a more interesting issue, the electrical business can not do high-end?

For home appliances enterprises, and even 3C enterprises, the dismantling of the Li of the high-end electric business, to understand the future development of the electric business is very beneficial. At present, a part of the domestic traditional household appliances enterprises by the low price strategy of millet into the ditch, that the Internet should be sold in a low price, however, the fact that the side too adhere to the high-end routes in the electricity market can also be sought after. Low or high prices to be based on specific product characteristics and development goals, the Millet model may not be suitable for all enterprises, the electrical business may not be suitable for high-end product development.

This year double 11, square too kitchenware in the cat everybody Electric category overall rank tenth, industry first, turnover breakthrough 100 million, the main kitchen products can achieve such sales is rare, and the side too in the Double 11 discount strength is not small, it is inevitable that people have no discount can achieve such a result of doubt.

In fact, the majority of the electricity quotient is "low price" of the understanding is outdated, the electric business development has no longer to "low price" image. According to CNNIC data, as of June 2014, China's online shopping users reached 332 million people, more network to buy the group means that more consumers have a stronger purchasing power, with the simplest 28 law calculation, 20% means that there are more than 66 million potential consumers at least middle class, which suggests that high-end products also have room for growth in the electricity market.

Side too much value this, so in the electricity market has always adhered to high-end strategy, and the fact that this decision is correct, the past few years, the side of the electricity sales continued to rise, 2012 sales reached 200 million yuan scale, this year is expected to break the 1 billion yuan mark.

In the past few years, the electricity market is widely used as the channel of clearing stock for the traditional enterprises, and do high-end products fotile realize that even if the electric dealers can not destroy years before the accumulation of high-end brand image, electric business is one of the important sales channels in the future, party too can not be regarded as a clear inventory of the place, lest the shadow of the foot, affect the entire brand. Fortunately, by the rapid development of the electricity market, Fang Tai's high-end strategy has been the corresponding market recognition. From the result, Fang Tai electrical business has proved that heavy brands, quality assurance, do not play the electricity business price war, high-end products in the electricity market also has a way out.

In addition, compared with the traditional offline retailing, the biggest advantage of the line lies in the "distance" between the brand and the consumers, which will help the brand to try more innovative marketing, provide more complete sales service, and enhance the consumers ' recognition and sense of belonging to the brand. Conversely, the disadvantage of the line is the lack of physical products experience-type cognition, especially high customer prices of large household appliances category, if you can not understand the real products will make a part of the consumer deterred, so, to dispel the concerns of consumers for everyone electric category to develop electricity business is essential.

Li in the discussion of "high-end electric quotient", this paper introduces the operation mode of "brand service and service experience" of Fang Tai Electric Company, and the whole party is selling with "service experience" throughout, product experience-marketing experience-visual experience-online experience-customer complaint experience-delivery experience-after-sale experience, Each link allows consumers to delve into it, so that consumers can recognize the value of the high-end from the "experience" service.

Before we talk about it, we need to figure out what a high-end brand is. High-end brands do not rely on a large number of advertising bombing implementation, which can only be regarded as well-known brands, well-known brands can include high-end, but also low-end. The so-called high-end brand is the need for consumers to the brand itself has "high-end" consensus, and this consensus can not only be driven by marketing, more should rely on products and services itself for the brand to bring a cognitive premium, that is, brand premium, when the brand premium rose to a certain height, the natural become high-end brand, at the same time can match the product high customer price.

How to increase the brand premium? In addition to the product to have the industry-leading level, but also to provide users with satisfactory after-sales service, in the domestic general lack of good after-sale background, quality after the sale of the brand to provide a higher premium. Fang Tai Electric Business for the consumer design from pre-sale, sale to the after-sale experience process, service is its real core.

Fotile's successful case is very intuitive to everyone electric industry, and even the mobile phone industry, conveyed the high-end brand in the electricity market does not have a foothold in the network, traditional enterprises to enter the Internet does not necessarily have to learn millet mode, millet pursuit of the scale effect, and high-end brand is the pursuit of profit. With the development of China's economy, as well as the gradual maturity of the electric business, high-end brand foothold in space will become increasingly big.