Why Not Sell On Line? Explore The O2O Mode Of Shang Yi Home Distribution Business

As we all know, Shang pin home furnishings is custom-made furniture business.

In the past few years, the development of its e-commerce has not been as great as that of Qijia and Lele, but it is one of the few enterprises that have done well in traditional enterprises.

This article initially explores the O2O mode of Shang pin home distribution business.

1.

If we analyze the characteristics of Shangpin products, the biggest difference between the electricity providers we understand and the electricity providers we understand is that the online shopping mall is still not sold.

Coincidentally, the current online business is not selling goods, as well as the famous IKEA.

Why is the electricity supplier not selling online? This may be a problem that many people can not understand.

It is this problem that may lead to the restriction and even frustration of the development of many traditional household enterprises.

As early as August 2012, I put forward the concept of "home business marketing chain". I believe that the core of home business is essentially the management of pre purchase shopping information.

E-commerce is based on the development of the Internet.

Therefore, the so-called electricity supplier is just how to effectively use the essence of the Internet to better enhance the user experience.

What is the essence of Internet? Simply speaking, it is information interaction on the Internet.

For home furnishing industry, this networked information interaction is very important.

From the chart of "home business marketing chain", we can see that the blue circle is the function of the online, which is actually through the information interaction to solve the pre shopping guide information needed by the home consumers.

Therefore, the Internet is not only expanding the extension of traditional marketing, for example, increasing online publicity and sales channels, but also increasing the connotation of home marketing, that is, through the pre sale shopping information management of household consumption, to enhance the consumer experience of home consumers in the process of buying home products, so as to get more users' support.

The essence of Internet information interaction has made fundamental changes in consumer behavior and habits of home consumers. They will search online related pre home shopping guide information before buying home products.

This has led to a fundamental change in the competition pattern of the home industry.

Online pretext shopping information to fight for the precise flow of household consumption, and thus become the strategic commanding heights of the Internet era of home industry competition.

From this point of view, the so-called electricity providers do not have to sell on line.

The concept of traditional enterprise's official website has become history.

How to attract the precise flow of household consumption through online existence is the important consideration for the development of traditional enterprises.

2.

In general, experience is a matter of line.

No, it is precisely because of the need for offline physical experience, home electrical business must take the road of O2O.

In fact, there is experience online, which is totally different from physical experience, but it is also a necessary experience in the sale of household products.

This experience is completed online, and is a home product experience in 3D space.

We think from the perspective of home consumers.

Originally, we emphasized the physical experience of offline household products, which is necessary.

But consumers are also concerned about whether these household products are suitable for my home, and which home products are most suitable for my family's design style.

This is a virtual 3D spatial experience, which must be implemented in virtual space.

It is obvious that the design software is still used to provide 3D space experience for home consumers.

Home consumers need a complete home consumption experience, which includes offline experience and online 3D experience.

This is the experience of online and offline.

It is worth pointing out that in the past, many home businesses started with 3D space design, but there seemed to be no success.

Perhaps an important reason is to consider the online 3D experience, but the combination of physical and offline experience.

The experience of line up and down, up and down experience is satisfied, and there is a perfect user experience.

Therefore, household electricity providers do need O2O.

3, build

I always think that O2O should be understood from the perspective of business process.

The Internet process of traditional enterprises should strive to rebuild the direction of O2O process from online to offline.

The online shopping mall's new product is not sold. Its main function is to attract online consumer traffic, and to satisfy consumers' online experience by designing shopping guides, and timely guide consumers to the offline experience shop to experience physical objects and place orders.

This is a standard O2O process.

However, this is not a simple O2O process.

Let's take a detailed look at the harsh conditions behind the standard O2O process:

1, online and offline prices.

The new residential network is not sold online, but Shang pin home also has flagship stores in Tmall, so the price must be marked.

The price should be the same as that under the line.

The same price on line and line will avoid the "double track system" that most home enterprises are forced to adopt.

However, online and offline prices also basically sacrifice online sales opportunities alone.

Fortunately, it is custom-made furniture and can not be sold online.

2, the consistent O2O process under the online and offline business has increased the marketing cost of online shopping mall compared with the traditional operation.

Therefore, how to control and deal with this extra marketing cost is the key to the realization of the O2O business process.

The so-called control and processing refers to whether the extra cost caused by the online mall marketing is whether the dealers under the line are willing to pay the bill.

This is a serious problem that O2O business process pformation has to solve.

We see that Tmall's love nest has not been able to turn around at all. It is precisely because of this extra cost that no one is willing to pay for it.

The same problem was encountered when Mei Le Le went from the line to the line, but the online and offline industry is just the same as Shang pin home delivery, that is, can the extra cost caused by the experience shop of the Mei Le Le line be digested by the new O2O business process?

Perhaps it is because the customized furniture can not be sold directly on Tmall, plus the IT gene produced by Shang pin home design software, it has today's overall O2O process from online to offline.

The development of electric business is a protracted war.

The O2O road of Shang Shang pin has already just begun, and the road ahead is still very long, and there will be more problems.

Therefore, the challenge of Shang pin delivery is whether it can maintain the leading position in the future development of e-commerce.