O2O conjecture of building electricity supplier

For the building materials industry at this stage, the e-commerce channel is no longer a matter of “could not go up”, but should consider “how to”. Taking the ceramic industry as an example, at least the successful e-commerce operation initiated by the manufacturers has not yet been successful in forming a model. Terminal distributors, on the other hand, generally have a negative attitude toward it, and even regard it as a potential adversary that may divide the market.

That is, in terms of the current hardware and bathroom industry, although the "double 11" period has had a very good performance this year, many of the problems it has generated cannot be ignored. The lag of warehousing and logistics, the dissatisfaction with the sales agents caused by the increase in sales, and even the resistance of the terminal physical stores all show that their e-commerce operations are still not mature enough. What's more, the difference between the ceramic tile and the leading product itself also determines the sanitary ware. The paradigm of business model is extremely limited.

The operation of the Jian Tao e-commerce business should be based on the following premise: The bottom line is that there is no conflict with the interests of the agents. The best condition is to give full play to the force of the terminal layout.

The O2O model purchased online to see goods and lines is obviously the most suitable sales format for building ceramic products. In view of this, if it is still dominated by manufacturers, first of all, it is impossible to grasp the market information in a timely and accurate manner, which makes the product's sales line unnecessarily elongated; secondly, it will cause terminal agents to generate mistrust, with the store rent, decoration Such as the high operating costs, agents are more sensitive to market share gains and losses, naturally do not want any forces to cross the bar again, and the result of “self-seat, others singing” is even the most unwilling to see.

On the other hand, one terminal change that cannot be ignored is the rise of some large-scale building materials groups. Agents not only have enough capital to win the initiative of the manufacturer's game, but also have sufficient strength to dominate some channels. For these building materials groups, the goal pursued is the branding of the overall operation. On the other hand, the “factory” of the delivery price—that is, a price advantage that is closer to the “factory store”, strengthens Its own market radiation.

Nowadays, the development and expansion of these building materials groups has become an influential hidden power. The low attention of building ceramic products itself, and the lack of maturity of the upstream branding operation of the building material industry chain, has actually brought about the brand operation space of the terminal building materials group. For more local consumers, building giants such as Huanai and Dongjian are obviously more famous than some ceramic and bathroom brands. The influence of the building giant on the retail market and the related services it can provide have become fundamental facts that cannot be ignored.

Then, O2O, which is led by terminal agents and provided by relevant manufacturers for support, may be a solution worth considering.

The e-commerce channel has now become an undisputed channel power and it is not used by others. Others will also explore it. Be the first to eat crabs and naturally enjoy more transformational benefits. Decentralization of power by manufacturers, and their own focus on product systems, brand influence and other aspects of the construction, in fact, is to let people do channels to do their own channels, so as to achieve a fine division of labor, to avoid the burden. In this way, the agents can be exempted from suspicion and boycott, and their initiative can be mobilized, while the manufacturers will enjoy their efforts in deepening brand influence. In this way, it can be said that "they are easy to administer, and there are fewer things and more work."

O2O, which is dominated by agents, does not mean that manufacturers completely give up control. In fact, manufacturers should further study the logic of e-commerce operations, familiarize themselves with the operation methods of group purchase and promotion, and transplant the Internet culture into their own channel operations. For agents, manufacturers should not only encourage their exploration of emerging channels, provide relevant support, but also disseminate their own exploration experience to the terminal, so as to achieve marketing and cultural influence in depth, thereby ensuring that the terminal layout does not get out of control. . In addition, based on the sales of big data generated by the operation of e-commerce, it is another additional value it can generate. If it can be used as a reference for manufacturer's decision, it can facilitate manufacturers to understand the terminal's requirements in a timely manner so as to obtain initiative in production design.

Finally, the retail sector will be completely liberalized, and manufacturers will be able to handle high-level decisions in hotel projects and real estate projects.