What's the big difference between "four" and "online"?

(This article is published in the March 2014 issue of the "Truth Furniture" magazine)

2013-year double 11 shopping carnival, incredibly the home appliance business on schedule, named incredibly online.

Coincides with a double on the eve of the line 19 China's largest home shopping chain boycott of the cat double A section of the shopping mall to implement its O2O plan, incredibly online debut in this sensitive time, it is inevitable that its choice of the time behind the intention to try to figure out.

However, I am concerned about is not incredibly online to choose when the line, but actually online with the previous traditional home shopping malls do what is different. The significance of our research incredibly online is also here.

Questioning the "four identical" in the online

As early as in incredibly online before, we know incredibly online implementation plan, one of the most notable characteristics, is called "four".

"Four" is incredibly online strategic development direction, in fact, is incredibly the home appliance business platform and incredibly the relationship between the market, namely line under the "same business entity, the same product, the same price and the same service."

The "four-same" business philosophy, immediately caused a lot of suspicion or even ridicule, that this "four-same" concept is contrary to the basic concept of electric business development, and even contrary to the current online home shopping malls operating status.

For example, the concept of "the same price" is unrealistic. First of all, the current household industry basically did not implement the national unified prices, and even did not implement a price tag. Now incredibly online to implement line under the same price, this not only to price, but also the national unified prices (of course, this is misunderstanding). How is that possible?

Second, even if the online implementation of the line under the same price, then ask: The same is the line price or offline prices?

Third, because incredibly online the same is likely to be offline prices. So, if the price on the line, online shopping mall is still want to sell goods?

Incredibly online planning to break the current home electric dealers most popular may also be the most effective line under the product price "dual-track". In the eyes of the pure electric trader (such as the Cat Jing Dong, we call it the traditional electric dealer), the online is the product of the traditional enterprise. In the eyes of many of the traditional home channel peers who have been doing electricity, incredibly online "four" is also unreasonable.

So why should the principle of "four-same" be adopted in online?

Why "four"?

In fact, to answer incredibly online why to adopt the principle of "four the same", first of all to understand why the home to do the electricity quotient.

Why do the house to do the electricity business? Let's take a look at what the Wang Linbung, president of the House, thinks.

"Incredibly online birth, is to protect dealers." In November 5, 2013 incredibly online press conference, Wang Linbung to come straight to the point of the home to enter the electric business purpose: "If you (dealers) do not do electricity business, not five years, also do not have to eliminate the home, you will disappear."

Of course, this is Wang Linbung mobilize incredibly dealers actively participate in the publicity, but can get an important information, is incredibly online the main body is incredibly home dealers. It is also the first and most important of the four: the same business entity.

"Offline entity stores must be online will become one of the conditions for investment." "In Wang Linbung's view, under the pressure of the electric business competition, if the dealer does not actively develop the electricity quotient, will eventually be eliminated, or become manufacturers of the offline porters."

On the face of it, the home of the electric dealer is to protect its dealers, but protect the dealer is also to protect themselves. With, hair? If the dealers do not exist, incredibly home and Ann?

So, "the same dealer" is not only to solve the problem of the main online, but more importantly, it answers the traditional home enterprise why to develop the electricity quotient this extremely important question: enhances the enterprise the core competitiveness. Before this, many traditional home channels do not succeed a fundamental reason, is not correct understanding of the electrical business development of the fundamental purpose, but to do the electrical business and electricity.

The same service is the extension of the same business subject. The same product and the same price, it broke the majority of household enterprises to develop the "dual track" of the practice. Its essence, but also follow the "enhance the core competitiveness of enterprises" principle. Because if it is the "two-track", even the same operating body, that line is also two different lines of business, line online difficult to integrate, the core business of enterprises can not be enhanced through the electrical quotient.

This shows that incredibly online "four the same" principle, is actually the home of its electrical business development objectives of the specific statement.

Electric Business of shopping malls

Because of the "same business entity" of the strict definition, so incredibly the line online has a very close relationship. Simply put, online mall is the map and extension of the offline shopping mall.

As early as the end of 2012, I put forward the "Mall of electricity" of the traditional channel of the development of electric business ideas, and "let the mall plug in the electric quotient wings" to describe the image. It should be said that incredibly online strategic development ideas, and my "shopping malls," the idea is basically the same.

Some people summed up the electrical business as "at low prices online sales." This is not true. Because the nature of the electrical business is through the networking of information interaction, to provide home consumers what I call home goods "Front Shopping Guide Information" (Can read my about home electric business marketing chain related articles). And the "Front sex shopping Guide information" to provide, will become the Internet Age Home channel competition key.

Shopping malls in the electronic business, it is for the traditional shopping malls configuration "front shopping information", is the Internet Age home channel terminals of the electrical business reengineering. and "Four" is just the basic frame of the store terminal reengineering.

It should be said, incredibly online through the "four" basic framework, the construction of the traditional home market O2O mode of electrical business development.

Incredibly online O2O mode

Now O2O mode is very hot, we all know that the development of home electric business must rely on O2O mode. But O2O is only a general term, different household electrical appliances should be based on the characteristics of their own development to adapt to their own development of the O2O model, such as beauty Lele O2O model and incredibly online O2O mode is not the same.

The basic characteristics of the online O2O mode can be summed up by the "four-same", which embodies strong regional characteristics and has a significant line-centered characteristics.

In general, we say that O2O mode, are from the line down the line, but incredibly online O2O mode, but from the line down to the line. Two different orientations determine the different subjects in the O2O model. I played this analogy: the O2O model of the United States and Lele, such as the Air Force needs ground troops, so the development of airborne. While the army needed air transportation and firepower support, it developed army aviation. Although the differences between the two different O2O patterns may be blurred over time, the genes will remain.

So, in the "four" frame, incredibly online O2O mode and what is the characteristics of the 1?

First of all, is incredibly online this O2O mode line and offline relationship is: Offline Business is the main business, online business must revolve around the line business;

Second, because the line is the same business under the main body, so incredibly dealers, line online and there is no obvious distinction, incredibly online should be just incredibly home marketing function extension;

Third, because the line under the same operating entity, so incredibly online has a strong regional. In other words, the online is through the implementation of a regional distributor of the method to follow the "same business entity" principle.

Four, the same price is actually breaking the power of the "dual-track" key, because the line under the product "dual-track" is actually online under the line can not be the same price caused. It should be said that the same price is incredibly online "four" in the most critical point, it ensures that the line under the same product operability, but also to ensure that the line under the business identity, so that the line under the integration of the O2O.

Five, incredibly online shopping mall is different from the Beijing East Day cat such mall, because the line business on the basis, not online can do what, but online can do for offline. At present, incredibly online shopping malls do not necessarily have to sell products, but the full use of the Internet, "Networking information interaction" of the essence, mainly as the offline market, "pre-purchase shopping information" provider. For example: shops and merchandise display, promotional activities show, online traffic to the line under the import, and so on.

Finally, O2O often simply outlines a business model that can move from line to line. But actually the O2O pattern which implements in the line, its essence is the business line under the integration organization change. It is understood that incredibly home at the group level set up a line under the integration of the promotion group, across the "line" to promote the work of the business market.

Implementation of O2O, still split line under. and line under the integration, it is to line up under the integration into one, the final elimination line under the lines.

The strategic discussion of the appliance business

Because incredibly online time is too short, its business is just beginning, so can not be launched to carry out a detailed description of its business, this article is mainly focused on its electric business strategy to discuss.

First of all, incredibly online "four with" the development strategy of the electric quotient, can help incredibly the home to obtain how competitive?

We say that the traditional enterprise electric business development purposes only one, is to help enhance the core competitiveness of enterprises. To incredibly speaking, its electric business development's competition strength increase performance in two aspects: one is aimed at the traditional competitor such as the Red Star, because has the line armed, therefore is more competitive; the second is for the attack from the electric business, actually more defensive ability.

Secondly, what is the key success factor in the development of online electric business strategy? I sum up the four basic principles of the development of electricity quotient in traditional enterprises: a basic purpose; a core business; an organizational change and a lasting war. The previous analysis of the incredibly online strategic objectives and core business. The strategic goal is the dealer's electronic business, the essence also is actually the market electricity business. And the core business, it is based on offline business, not engage in line under the "dual-track".

Think of this electric business strategy as a change. Incredibly online general manager Wang Xiaokang that a new thing from the emergence to be accepted, the middle must be a competition between the parties, running-in, integration process. To drive change requires the trust, understanding and support of stakeholders, especially the support of the top and bottom, and downstream manufacturers and businesses are key players in this change. "The hardest thing is to unify internal and external understanding of e-business." "Wang well-off said." The development of electricity business is a consensus, but how to do to meet the future, and grasp the present is difficult. Therefore, 2014 as incredibly online "offline integration year", training business is a top priority. Actually online will be all the merchant's leader and the trader hand carries on the training.

"Advance card position, is active to change." "Incredibly online general manager Wang Xiaokang said to the media:" From the point of view, net is not very urgent things, but from a strategic point of view, this has risen to the group level.

"If we start thinking about profits, it means our model is wrong," he said. "Wang well-off said." Sales and traffic are not the most concerned things on his online platform. Incredibly online as a non-profit platform, the most loaded is the service. Finally want to achieve the result is that the online does not exist, incredibly the entire group to achieve Internet.

Obviously, the online development of the electric business calmly, let us see a completely different development rhythm of the electric business. From the talk of Wang well-off, we obviously feel the long-term goal and attitude of the electrical business development. This is an attitude that is ready for a protracted war.

As you can see, the online strategy is consistent with the principles of the traditional enterprise development electricity business we have identified.

This is our first attempt to study the online electric quotient model. With the development of the online electrical business, we will be in the future on the online further in-depth follow-up analysis to reveal