Through the online low-price strategy, in the past two years, the electronics industry has seen tens of millions of yuan and hundreds of millions of dollars in the history of large enterprises, and also saw many successful stories of grassroots overnight. Of course, there are companies that pay the rewards they deserve, but the authenticity of many things is also debatable. A person in the e-commerce department of a company told the Executive Officer that one of their important strategies is to spoil the situation and make the traditional channels mess up: "It is to make them worry, let their brains go." opportunity. After nearly two years of facts, this trick is very effective. Take Tmall as an example. At the beginning, only a few big home brands such as Qumei and Quanyou supported it. Now the amount of traditional enterprises has increased by geometric multiples. "Electronic business, e-commerce..." This is probably the most word in the home industry in the past two years. The rise of Tmall, Jingdong, Suning’s counterattack, and the blush of various shopping websites have had a huge impact on the patterns of traditional home furnishing companies and stores. Although this shock wave has not yet formed a head-on collision with large home furnishing companies, the pressure transmission between traditional distribution and corporate e-commerce channels has already stunned the industry. Faced with the embarrassing trend of e-commerce, the industry is generally somewhat impetuous. That's right, although the Internet has brought many opportunities to the industry, the problem is also there. At the first China Furniture E-commerce Forum, many corporate executives discussed the theme of “Double-track thinking of the “home business e-commerce†dual-track systemâ€. The home e-commerce research expert Tang Ren told the Executive Officer at the forum: "The biggest problem for home O2O e-commerce is that it can't go online, and it won't come offline. Traditional channels have long recognized the need to develop e-commerce. I have been trying to implement the strategy of e-commerce development, including many martyrs who have fallen on the road of e-commerce development, and more people who are still struggling on the e-commerce road.†The traditional furniture industry also has a “dual-track systemâ€. By relying on O2O as an expert in researching home e-commerce for many years, the words of Tang people have revealed the syndrome of the industry's e-commerce. Or to put it this way, the traditional channels of home business have not yet succeeded in e-commerce, or the model does not have the characteristics of "case". The reason is that almost all traditional channels are doing Tmall-style B2C e-commerce. “Tmall-style B2C e-commerce is a negation of traditional channels. How to integrate online and offline, the key is how to solve the problem of traditional channel benefit distribution.†A person in charge of e-commerce operation from a well-known sanitary ware company lamented . Competing for water testing, it is difficult to say that the success or failure of the home industry is high, the development model is extensive, and the market competition is not complete. These factors are reflected in the e-commerce thinking, that is, such an industry is too promising and too easy to attack. Therefore, in recent years, under the spur of capital and its own high growth targets, e-commerce companies have begun to eagerly cast their eyes on this traditional industry. And some traditional home furnishing companies, through the pre-judgment of the trend, have also begun to choose to contact e-commerce or simply build their own e-commerce platform. So how many home furnishing companies have experienced the "electric shock"? According to the "Executive Officer" statistics, from the early young boat joint home Yi station, Qumei home e mall online, to Melody "out of the Amoy" self-built mall, "home "On the ground, Jimei, love bee tide moved to the city outside Cheng, Blue King Mall low-key online, and then to the Red Star Mei Kailong to spend a lot of money to do Red America Mall, the real home strong force to push online ... mainstream stores, all "Ill with the e-commerce." At the same time, traditional furniture companies are also setting up a trial run of e-commerce operations. The number of traditional well-known furniture manufacturers on Tmall has soared to dozens, Qumei, Huari, Red Apple, Chivas, and Friends, Gu, and so on are listed; other building materials brands, such as Philips, Kohler, American Standard, Shengxiang, Nippon, Dulux, etc. are also reported. Most of these businesses have opened online stores in Jingdong and Suning. After reading the e-commerce enthusiasm of these home-based enterprises, in addition to fashion, what kind of excitement is e-commerce, so that these enterprises are rushing to the market? And after they have tried the water, what comments have they made on e-commerce? In the first China Furniture E-commerce Forum On the other hand, Chen Baoguang, vice chairman of the China Furniture Association, told the Executive Officer: “Home e-commerce is still in the early stages of development, and the service and business model still needs innovation.†For the home industry, although they all think it will be the future. Trends, but many home furnishing companies may not be able to say the meaning of "e-commerce". After such a high level of investment in people, finances and materials, no company or model is generally considered to be successful or reproducible. However, the paradox is that, apart from e-commerce, what is the way out for traditional homes? Just as Liu Hong, vice president of Gujia Home, said to the executive officer: "There is no e-commerce in the traditional home industry, but only e-commerce, Without the traditional furniture industry, Internet furniture is not far away.†For home e-commerce, Zhou Wenming, deputy general manager of Sophia’s marketing, also said: “To do e-commerce is to improve efficiency and reduce errors, including the so-called 'internet thinking’. The purpose is to improve the efficiency of the enterprise and minimize the cost. We also do e-commerce for this purpose. Therefore, we believe that e-commerce is a channel as long as the online and offline are opened." What is the essence of home e-commerce in terms of e-commerce? Some people say that it is business, and some people say that it is a new business relationship based on new technology. Due to different business projects, different decision-making roles, different regions and levels of participation, the concept of e-commerce that everyone understands is different. Starting from the e-commerce tide in 2011, the market generally believes that e-commerce is “network salesâ€, but after 2013, some people in the market believe that e-commerce is not just about moving traditional business models online, but by aggregating consumers. Reverse integration of suppliers, payments, logistics, etc., to achieve the "ultimate purpose" of creating a new business ecosystem. "Internet marketing" is hot, but it has become an elbow "Executive Officer" in the interview found that many people in the industry believe that the industry's home e-commerce development time is short, "no successful experience to follow" is an important reason for the stagnation of the model, and home products or The particularity of the service also makes its e-commerce road difficult in the process of turning the theory into reality. The most difficult one is probably the online pricing problem. For more than a decade, the traditional offline channels have formed a relatively complete supply chain, and factories and distributors have long been acquainted with commodity pricing, sales areas and profit ratios. Nowadays, relying on the new model to break this stable pattern and achieve the same price online and offline, the natural contradiction is huge. In addition, the development of different regions is uneven, and the labor and logistics costs are not the same. In the case of different interests, it is hard to unify the price and it is not realistic. In this regard, Mao Xinyong, senior vice president of Qijiawang, told the Executive Officer: “The pressure of traditional channels is the 'feature' of the transformation of China's home furnishing industry. If our e-commerce model is now 'intermediate', it is still too early. When companies cooperate with manufacturers, we will discuss together, including operation mode, training system, etc., and develop online and offline. In the face of traditional channels, we must teach dealers how to break through online and offline. Help offline, yes Our most important concept.†For the transformation of e-commerce in home enterprises, platform vendors and factories have also made various attempts. For example, the introduction of online sales-only products that are not available in offline channels. However, large pieces of furniture have no experience and no reference, which obviously lacks attractiveness; while the similarity between online products and offline is too high, it will inevitably have an impact on the entity. In addition, there are home furnishing companies that have tried to launch products with the same national price. However, many traditional home furnishing companies admit that they should not only talk to dealers, but also encourage them to cooperate, but also to find ways to reduce costs and give them to remote dealers. Subsidies... But they only "agree to help" in stages, because the sale of such products, the profit is thin but the service and after-sales have not decreased at all. Secondly, the problem of delivery and installation of online sales products is also stumped by a large traditional home business. “Unless the national logistics or after-sales system is built, the second half of the e-commerce transaction is difficult for the company to control.†Pan Lezheng, the brand director of Melody, thinks so. Indeed, the delivery period of large items is too long (three months or even half a year), or not equipped with professional installations, which indirectly leads to a decrease in consumer satisfaction, and the resulting complaints and returns have increased transaction and processing costs. In this regard, the industry's evaluation is that the enterprise is facing the problem of upgrading and transformation, and the channel is the survival problem. The traditional furniture industry also has a "dual track system". For the Tang people who put forward the "dual-track system of "traditional enterprise e-commerce" in the industry, everything needs to be before the 2013 Double Eleven Shopping Carnival, Tmall and offline tradition. The game between the home shopping malls talked about - Tmall first arranged the O2O action plan, but unexpectedly killed a "Chengbitu" halfway, 19 traditional home shopping malls jointly announced the boycott of Tmall's O2O action, resolutely The cat is blocking outside the mall. On the day the boycott was formally issued, Tmall announced that it would stop implementing the O2O program in the home industry. In this regard, the Tang people said to the "Executive Officer": "This appears to be a game between Tmall and traditional home shopping malls, but it is actually a contradiction and game between the internal e-commerce department of traditional home enterprises and the traditional distribution system. The basic attribute of the online e-commerce platform represented by Tmall is the high price strategy of challenging traditional channels with low prices. According to Tang’s point of view, when traditional enterprises began to establish e-commerce departments to open stores in Tmall, they immediately faced the contradiction between online and offline price differences: online sales must be low-cost, otherwise they would not be competitive. However, if the low-cost online sale will damage the interests of the traditional offline dealers, what should be done? Therefore, the traditional dual-track system of e-commerce for traditional furniture enterprises has emerged as the times require - offline or sell their own at a high price. Goods; the company opened a product line to the online e-commerce department, selling at low prices online. That is to say, the difference in online and offline prices has led traditional companies to use different products from offline distribution systems and sell them online at low prices. Therefore, through the online low-cost strategy, in the past two years, the home electronics business has seen tens of millions of companies and hundreds of millions of achievements, and there have been many successful stories of grassroots overnight. Of course, there are companies that pay the rewards they deserve, but the authenticity of many things is also debatable. A person in the e-commerce department of a company told the Executive Officer that one of their important strategies is to spoil the situation and make the traditional channels mess up: "It is to make them worry, let their brains go." opportunity. After nearly two years of facts, this tactic is very effective. Take Tmall as an example. At the beginning, only the major home brands such as Qumei and Quanyou supported it. Now the amount of traditional home furnishing enterprises is increasing by geometric multiples. However, such a "dual track system" development for enterprises, online and offline competition will only become more intense, channel costs will be higher and higher. Take the Tmall platform as an example. Many resources are no longer free. Not only are the benefits divided, but the passenger flow is also paid for, and the cost is getting higher and higher. "If you don't vote, you can only watch the excitement. The opponents are all investing money. If you don't invest money, you can only watch the huge passengers pass by. If you can't get the opportunity to talk directly with the consumers, what are the transactions?" People said to the Executive Officer. According to the above-mentioned enterprises, it is not an exaggeration to compare the "dual-track system" to the "double-motor" of the e-commerce development of household enterprises. Only the two "motors" turn left and one turn to the right. In the end, the company will not move in place. In this regard, Zhou Wenming believes: "After the corporate headquarters, how to carry out online, offline channels will follow, this can be called integration. So I think online and offline integration, there is an inevitable premise, that is It is necessary to rely on a model to open up and down the line." According to Zhou Wenming, this model is "O2O." The Tang people also believe that the "dual-track system" of e-commerce of traditional enterprises cannot fundamentally solve the problem of e-commerce development of enterprises. Once the development dilemma of the "dual track system" of e-commerce is broken, the traditional home e-commerce has begun to show a diversified development trend. At the same time, the company's e-commerce "dual-track system" broke, also called for the emergence of a new generation of e-commerce platform. "I call it the O2O e-commerce platform. Its fundamental feature is the e-commerce platform that can play e-commerce with the traditional distribution system of the enterprise. The O2O e-commerce platform will be another revolution in the development of e-commerce." Tang said . For the home e-commerce O2O platform, Cool Man, Vice President Jiang
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