"Internet +" Appliance Enterprises Encounter "Spring"?

It is reported that

Its electricity supplier will take

The new product test matrix online shopping, the first to break the traditional home appliance business from the R & D, production and marketing vertical integration pattern, opened a "product centric" industry chain layout, to the "user and family centered" ecosystem strategic pformation.

The current "unprecedented" Chinese household electrical appliance enterprises

Transformation and pformation have been fully launched.

All home appliance enterprises are borrowing the Internet wave to promote system pformation from product research and development, consumption orientation to market promotion and brand marketing.

In particular, some enterprises try to use marketing channels as an exploding point, trying to force the pformation and pformation of the internal business mode and organizational structure.

"I think standing on the draught of the Internet + flow will make China's economy fly."

In March 5th, Premier Li Keqiang put forward the plan of "Internet +" for the first time in the government work report, and formally established it as the national strategy.

The Internet has gradually jumped out of the scope of an industry and is becoming a new engine of the national economy.

In response to the prime minister's call, our China Electronic Commerce Research Center has published the "Internet" think tank series of books. This book "Internet +: Industrial draught" is a new idea in the era of "Internet +"! New exploration! The Xinhua Bookstore, the National Airport CITIC bookstore, Tmall, Jingdong, Dangdang, Amazon, suning.com, Taobao, and micro shop are all listed for sale.

"Internet +" appliance enterprises encounter "spring"?

After the exit of household appliances to the countryside and the related policies of energy saving subsidies, the sales channels of household appliances industry are facing great changes. The three or four line market once benefited from the policy and the irresistible force will no longer have external support, and enterprises must make greater efforts in promoting the channel.

Since 2014, the major electricity suppliers have announced the open platform strategy, and more and more home appliance enterprises have begun to integrate with the Internet, aiming to continue to occupy the three or four tier cities.

According to China

Research Center (100EC.CN) monitoring data show that in the first half of 2014, the scale of China's online retail market was about 1 trillion and 100 billion yuan, an increase of 33.4% over the same period last year.

In the first half of 2014, China's B2C home appliances online shopping market (including mobile terminals) reached 83 billion yuan, an increase of 56.6% over the same period last year.

In the 83 billion yuan, 23 billion yuan (23 billion yuan for flat-panel TV, 6 billion 700 million yuan for air conditioners, 4 billion 500 million yuan for refrigerators, 3 billion yuan for washing machines), 67% yuan for mobile phones, 44 billion yuan for mobile terminals, 40 billion 600 million yuan for mobile phones, 35% yuan for year-on-year growth and 16 billion yuan for year-on-year growth.

After two years of adaptation and accumulation, the online market of traditional household appliances (big and small household appliances) continued to exert strength, showing more explosive power than those of the first developed mobile phones and digital products.

From this we can see that Internet + will significantly enhance the pformation and upgrading of traditional household appliance manufacturing industry.

With the rapid development of China's logistics construction and the huge foundation of netizens, the domestic appliance industry is facing a better development environment. Some traditional manufacturing enterprises, entity retailers and home appliance retail platforms actively seek the channel pformation through the O2O mode built by the Internet.

Famous household electrical appliance enterprises have launched the concept of "O2O", and Galanz announced that the group formally launched the official mall to build its own platform to seize the entrance. According to the information released by the US group, the company's logistics is supporting the layout of the electricity supplier through increasing investment and improving logistics layout; Haier has said it has started the O2O closed loop layout; TCL also claims to enter the O2O field.

With Suning and Gome as the representative, home appliance retail channels are also actively distributing O2O mode. Jingdong and Alibaba enterprises are also actively developing their retail channels, and through the capital operation, quickly create the O2O mode suitable for their own situation.

Its development is from online to offline, integrating real economy and online resources, extending the real economy to the foreground of the virtual world through the network, and offline businesses can dig and attract customers' resources online, and consumers can also screen goods and services online, and buy, experience and consume on the line.

Its core value is to enhance user experience and interaction, make the shopping process more intelligent and convenient, and is a new business mode.

The core of O2O is to get through the sales channels under the online and offline channels. It is a very systematic job. It needs the capability of collaboration and service of big data analysis, user operation, logistics distribution, online payment, and the ability of online and offline commodity management and operation.

If a single company wants to complete the work, the risk is too great and the capital requirement is higher.

At the same time, it also faces bigger problems at the technical level (such as wireless broadband technology, data acquisition two-dimensional code technology, map and search element combination technology, mobile electronic payment, location technology, IT system integration, etc.).

Internet +: home appliance enterprises face many choices

At present, the domestic appliance industry is facing a better development environment. Some traditional manufacturing enterprises and entity retailers have actively sought the channel pformation through the O2O mode created by the Internet. At present, there are several mainstream modes such as the O2O mode (O2O, TCL), the home appliance retail channel O2O mode (Suning, GOME), the O2O mode of the electricity supplier enterprise (Jingdong, ALI) and so on.

Mode 1: the O2O mode of production enterprises.

The biggest advantage of the O2O mode of manufacturing enterprises is that manufacturers can "convey the product value and brand image to consumers" and enhance their loyalty to the brand.

At the same time, through the unified production and sales plan, we can optimize the allocation of inventory and logistics, so as to achieve a new growth point of sales profits.

For example, TCL is based on the "double plus" strategy (product + service, intelligence + Internet), with the injection of 500 million yuan to build a user centered, pformation from selling products to selling products + services. From the operation of products to the pformation of users' "four nets" integration O2O development mode, in order to achieve this goal, TCL optimizes the interface, paction interface and delivery interface.

The internal business system has been adjusted accordingly to create a O2O platform that combines four networks with interaction and virtual reality.

The challenge of O2O in manufacturing enterprises is the lack of user operation resources: the difficulty of obtaining resources from external platforms, the high cost of users, the small volume of platforms owned by the official website and community stores, the narrow user interface and the small amount of traffic available; how can the flow of other e-commerce platforms be pformed into self built commercial centers?

Mode two: O2O mode of household appliance distributors.

For example, Suning's integrated cloud business mode with two wings is a new mode of "store business + electricity supplier + retail service provider". It integrates the front end stage, the integration line, the whole industry and the whole customer group.

Relying on the entity chain and online sales of two platforms, two networks, the use of Internet and Internet of things technology, a comprehensive pformation of Internet retail.

And through the line and the same product parity strategy, full channel integration, full resource sharing and full cost accounting to carry out the deep pformation of the channel.

Suning's O2O model faces challenges: how to solve the problem of user resources acquisition by non-traditional Internet companies; pform from the traditional retail channel of household appliances to an open platform, and how to solve the problem of product diversification.

In order to solve these problems, Suning has taken a series of measures, such as changing the way of service and content of services to get users, making use of three levels of longitudinal after-sales service network, sending, loading, and supporting services to conduct whole process monitoring, setting up comprehensive service areas, increasing virtual sampling and other measures, and sticking users through diversified services.

In terms of product diversification, by changing the three exemption policy of annual fee, platform free use fee and margin free, the mode of landlord rent collection is changed, attracting businesses to enter, and ultimately to the brand image of electric appliances, and enrich product categories.

At the same time, in order to enhance competitiveness, Suning implemented the strategy of the same price and the same price on line and online, effectively avoiding online and offline mutual exchange.

Mode three: O2O mode of e-commerce platform providers.

For example, Jingdong takes the supply chain and logistics as the core, signing the convenience store of the three or four line cities, and taking the O2O strategy of "rural encircling the city" strategy.

The strategic cooperation between Jingdong and Wanjia convenience store opens its own logistics and distribution service and membership system to thousands of convenience stores, and then integrates the convenience stores' rich categories (such as food, fresh, consumer goods, etc.) into Jingdong's sales system. Jingdong members can locate the convenience stores according to their location and place orders, and the Jingdong distribution network is responsible for delivering the distribution services from the convenience stores to the users' homes.

In depth integration of supply chain and construction of the three logistics platform system, the layout of the whole country and the city has been completed. After the completion of the local real-time point to point logistics distribution system, the O2O will help the offline merchants to realize the local real-time logistics point to point distribution service. The three platform system will provide professional and diversified logistics services for customers and businesses, and ultimately achieve value-added services.

Jingdong O2O can also make use of offline stores and its central kitchen, cold chain, and normal temperature logistics system to provide lower cost and more efficient distribution services, changing the consumption patterns of consumers who come to the offline stores in the past, turning them into direct door-to-door delivery, and consumers receiving goods at home.

The challenge of Jingdong O2O: regional Multi Chain Retailing, their IT system, supply chain system and Jingdong are different, in the standardization of synergy and sub regional distinction, for Jingdong will be a huge challenge.

Under the new normal of "Internet +", how should the appliance industry deal with it?

Method 1: give full play to offline advantages, although the development of O2O mode still has many challenges, but its huge picture is gradually being opened.

Unlike traditional business models, the O2O mode pays more attention to consumers' shopping experience.

In addition, the O2O mode requires that the household electrical appliance enterprises have enough abundant offline resources, and the network coverage area is wide, so that consumers can realize the nearby consumption and enjoy perfect after-sale service.

Generally speaking, large scale household appliance enterprises, including retail stores, franchisees, Direct stores and franchise stores in the whole country, have advantages in O2O mode, especially for the large scale household appliance enterprises, such as Haier, Midea and GREE.

Method two: innovative profit model.

Looking at the current operation of O2O in China, it generally highlights the shortcomings of insufficient innovation capability.

O2O profit model is relatively unclear, marketing mode is very similar, only locking low price route, competitiveness is not too strong.

From passion to insipid group buying website is a typical case.

Therefore, in the way of operation, the 3C household appliance enterprises in China should give full play to their advantages, make more "tricks", and have a lot of room for upgrading online customer consultation and offline free experience.

In addition, the use of mobile Internet and other new technological means to expand business and attach importance to mobile Internet terminals are becoming more and more essential. Cooperation with mobile application providers with huge user groups is also very effective. Learning apple to become a App software application service provider has become a major form of attracting traffic and expanding the market, including traditional home appliance enterprises.

Method three: strengthen logistics and after-sales service.

For home appliance manufacturers with large number of registered users, establishing and improving the information management system is the cornerstone of the successful use of O2O mode and effective management of online and offline business activities.

The CRM customer relationship management software based on customer management is the core of the whole information system.

For example, the use of customized CRM software CRM, on the one hand, can grasp and manage huge customer information online. On the other hand, it can manage the full circulation information of products under the line, and comprehensively improve the effectiveness of enterprise logistics warehousing service.

"Internet +" road home appliance business opportunities

China's household electrical appliance industry is facing the pformation of "Internet +". On the other hand, price war continues under the pressure of overcapacity.

The O2O of home appliance industry is facing a series of problems such as lack of understanding of operation mode, shortage of user resources, difficulty of eliminating technical barriers, difficult collaboration between online and offline services, big data mining and analysis.

The development trend of O2O in the future will be a multi level and multi dimension complex ecosystem. It will continue to diversify and deepen and develop in multiformat, and the industry will also present the development trend of diversification, deepening and multi format coexistence and coexistence.

"Internet +" is changing the manufacturing and circulation mode of the household electrical appliance industry.

There are two main parts in the value chain of household appliances: manufacturers and retailers, and their internal can be divided into different types.

There is a complex concurrence relationship between the industry and the upstream and downstream, which can form a variety of strategic alliances.

In this complex and changeable situation, both upstream and downstream businesses need dynamic, accurate and rational concurrence strategies.

Any arrogance, recklessness, radicalism and slowness may lead to failure in market competition.

In the noisy and impetuous atmosphere, we should grasp the trend and the rule, do not lose the course because of the dazzling flowers and plants on both sides, and do not distort behavior because of short-term goals. This is the most important thing for us every entrepreneur to do. It is also the development trend of their respective enterprises in the O2O field in the future.

This chapter is selected from the "Internet +" think tank series published by the China Electronic Commerce Research Center, the second "Internet +": Industrial draught.

Opportunity one: personalized customized consumption upgrade 2.

The appliance industry has benefited from continuous upgrading of functions over the past 5 years and continued improvement in profitability.

This trend of consumption upgrading is still in progress, but the pace of upgrading is slowing down.

In the future, the new driving force of consumption upgrading will mainly come from the improvement of consumer utility brought about by product individuation.

Opportunity two: further integration of the electricity supplier and the home appliance industry.

With the rapid rise of the electricity supplier channel, the Internet trend behind it has been irresistible, and the appliance manufacturers in it must realize the magnificent turn, grasp the opportunities of the "Internet +" era, and build a benign ecological environment for their own development.

The electronic business platform is fully integrated into the various aspects of the operation of household electrical appliance enterprises, including the analysis of reverse customized products through the mining of consumption data in product development, with the help of platform user scale information, providing precise user positioning and product push for manufacturers, relying on the logistics distribution system and the consumption area to help manufacturers optimize the layout of warehouses and so on.

Opportunity three: smart appliances usher in the promotion period.

In 2014, the first year of intelligent home appliance industry, nearly 20 mainstream enterprises in the industry began to invest more in intelligent projects, and smart appliances developed rapidly in quantity and variety. Now it has reached the critical time for large-scale application and promotion.