Why does Lin Wood dare to mix around home store?

Absrtact: A few days ago, Lin's wood industry's first O2O experience pavilion once opened has aroused widespread concern in the industry. Not only because O2O has been a hot topic in the continuous fermentation of electricity business, but also because Lin's wood industry as the Internet brand Rising online, high debugging watermark behind the hidden

Recently, Lin Wood industry's first O2O experience pavilion once opened to cause widespread concern in the industry. Not only because O2O has been a hot topic in the continuous fermentation of electricity business, but also because Lin's wood industry as the Internet brand Rising, high debugging under the water line behind the hidden and different operating logic.

Reverse O2O: A convenient location to borrow offline resources

After several years of accumulation of experience, offline retail Ulin is no longer a completely unfamiliar field, Lin Wood industry began to use some offline resources and play to create their own O2O mode.

Lin Wood O2O Project established the full use of the original line of resources and passenger flow ideas, the new experience Pavilion building in the convenient traffic Foshan Longjiang second Bridge 325 National Road. "The first O2O experience Pavilion covers an area of 2000 square meters, next to Foshan One Ring and South two ring, there are S15 Shenhai high-speed, covering a diameter of 200 kilometers." "Lin Wood industry operations director Machanching to billion power network introduction."

More importantly, the new experience is located in the furniture sales center, a lot of well-known brand experience stores are open beside. Machanching that, Lin's wood industry will occupy the original traditional home store offline users.

However, the past, whether the United States Lele Experience Pavilion, or the cat love the Honeycomb Home Experience Museum is mostly opened in the more remote areas. There have been reports of the media, most of the visitors to the experience Museum are attracted by online publicity, the line of natural passenger flow is very small. In the 2011, Lin Wood industry also in the location of remote locations opened a "warehousing marketing" experience shop, but the passenger flow can only guarantee not to operate at a loss.

If said, before the furniture electric business Line Experience Pavilion's main logic is to guide the line of passenger flow below the line, and then through the experience to complete more transactions, Lin Wood's thinking is reversed. Lin Wood industry first requires the line under the natural passenger flow to meet the normal operation of the museum, and hope that the experience shop as a power provider to the line under the tentacles will be more customers from the line to attract online.

Connection: Sky Cat Deployment "Air Force"

Because Lin's Wood O2O Experience Pavilion will be its online original business important support and supplement, so experience the internet element of the museum, Internet interface is particularly prominent.

Billion power network noted that the experience of the museum outside the walls of several big day cat logo and "Enter" characters are very noticeable.

Interior like a maze of the same experience hall divided into two floors, covering more than 2000 square meters, no dead end of the coverage of WiFi, to ensure that users can download the second-speed software, browsing the web, scan code. Experience in the pavilion every item has shown the cat two-dimensional code, scan the code can jump directly to the day Cat product page to buy. So consumers do not have to wait for the checkout payment, very convenient.

In the payment link, Lin Wood O2O Experience Pavilion also obtained the technical support of the cat, including through Alipay payment, sonic Payment and two-dimensional code payment. In the future, Lin Wood industry hope that the way of trading can be unified to facilitate the financial management of enterprises.

In addition, Lin wood industry in order to and to shop users online interaction, will also develop enterprise app, O2O store for the maintenance of merchandise and member relationship management. "The app not only provides consumers with the latest product information and promotional information, but also has a dedicated roadmap to help consumers get to the designated product area quickly." ”

Goal: A shop to do 30 million

Not only in the store layout to highlight the Internet elements, Lin wood industry in line with the original business-led logic has also promoted online and offline business at the operational level of integration.

From the Member management system, line online completely consistent. Lin Wood industry O2O Project still all through the consumer Taobao account for member management. Machanching introduced, all consumer orders information contains Taobao account, including Lin Wood mobile phone app users need Taobao account to log in, so will not change the existing membership relationship management.

Lin Wood industry's assumption is that the next line of business activities will be closely integrated, some online large-scale promotional activities can be held in the Experience Museum. For example, in the first one weeks of the wood industry's participation in the cost-benefit activities, consumers can get a taste of the experience in the pavilion, which may even be cheaper than online.

But on the other hand, due to the limited number of online display products, the Experience Museum will display Lin Wood sales, big promotion of the main push money. Lin Wood industry hope that consumers experience a large number of different products of the same quality, you can go to the line of more rich product selection.

In addition to enriching the display width and depth of the product line, Lin's wood industry is also trying to make the experience museum's operating model replicable. According to the planning, the future of each O2O experience shop Pure furniture category sales reached 20 million to 30 million yuan, will also integrate furniture, building materials, home textiles, jewelry, home appliances and other categories of business, and common to create large-scale decoration products experience Museum.

"In addition to the purchase of furniture, customers can also be required to purchase the home furnishings, to achieve one-stop shopping." Machanching admits.