Home 020 online and offline this distinction is still unified
In fact, many building materials merchants have launched similar marketing strategies in the practice of O2O, especially kitchen cabinets, wooden doors, ceramic tiles, etc. These areas are rated by the industry as "heavy O2O attributes" of household items, compared to household items, small Furniture and other relatively simple "light O2O attributes" category, these products need to undergo complex procedures such as home measurement, multiple measures, drawing, installation, etc., more experiential, the role of the offline part is often more indispensable. More furniture information is available at http:// A Kitchen Faucet (also spigot or tap: see usage variations) is a valve controlling the release of a liquid that enabling washing and drying in the kitchen. Kitchen Faucet,Long Spout Kitchen Faucet,Hot And Cold Water Kitchen Faucet,Spray Paint Grey Kitchen Faucet Kaiping Jenor Sanitary Ware Co., Ltd , https://www.kpjenorsanitary.com
O2O refers to the combination of offline business opportunities and the Internet. In the eyes of many home brand entrepreneurs, the O2O e-commerce model uses online channels to provide offline services, while consumers can easily screen products and online settlement online.
Pan Shouzheng, formerly the director of the vertical e-commerce Merlot furniture brand, once said that furniture brands can't just pursue online traffic, but also put resources in sales terminal stores. As a result, there have been brands such as Melaleuca and Qijia.com that have been online since the beginning. In recent years, they have increased their physical store components and opened offline experience stores in many cities in China.
To this day, the industry has basically reached a consensus that the “O2O†model of furniture e-commerce is conducive to the advantages of furniture brand terminal stores and to alleviate the contradiction between online and offline conflicts. But is the contradiction really solved?
In fact, although many home brands are trying to “e-commerceâ€, there are few real winners. Home products, especially high-end furniture, rely heavily on the actual experience of consumers. Home e-commerce currently faces difficulties such as “consumer offline experience and online connection†and “end product sales management systemâ€.
The upper and lower divisions are easy to form "mutual beats"
Many home businesses introduced the O2O mode when they were "electric shock". They hoped that the two legs on the line and the line would walk in order to achieve the best results, but they were tired of it.
Some home businesses introduce O2O, which is called online price and offline experience. However, in the actual operation process, the online operation team aims to make performances, and the goal is to let consumers place orders online; on the other hand, The sales staff of the physical store will also force consumers to make a deal in the physical store because of the performance pressure on their heads.
The more favorable is the online salesman's grip, although the online and offline styles will be different; on the other hand, the offline sales team has the advantage of physical experience, and this seems to be the full realization of online operations of home goods. An insurmountable barrier.
As a rule maker, does this "mutual struggle" violate the merchant's original intention? How do businesses look at it and start to solve it? Continued deepening of online and offline product segmentation is an effective solution to this problem.
Home store advocates uniformity
When choosing a flagship store for e-commerce platforms such as Tmall and Jingdong, many home brands with online storefronts tend to open up a series of products exclusively for online shopping, which is commonly referred to as online exclusive. paragraph. These branded furniture or building materials manufacturers sell home products online, consumers in the online store, it is difficult to find the same model.
However, for distinguishing between online and offline product lines, some O2O e-commerce operators believe that this will cause confusion for consumers. In fact, both online and offline gangs have certain discount rights. In order to compete for sales, there will be online and offline “right and left handsâ€, and may even disrupt the original brand. Price system. These people believe that online and offline unification is the best choice.
“Home building materials products need experience, and they need the trust generated by face-to-face communication between people. Experience is the core function of the home store.†In the view of Yin Bo, general manager of the Blue Jingli Dazhongsi Home Plaza, customers can check online. Products, browsing event information, fancy to the offline experience. If the two do not correspond, the offline experience is meaningless.
“The products on the Blue King Mall can find the corresponding products in the store of Lan Jingli.†According to Yin Bo, Lanjing Mall is the supporting package of Lanjingli’s Dazhongsi Home Plaza under the Internet era. The product, with a clear goal, is drainage. By introducing promotional information on the Internet from time to time, consumers are introduced into the offline experience store to enhance consumer loyalty through experience. At the same time, it also realized the online trading function, which completely opened up the online and offline.
“Lan Jingli has built an online platform for more than 100 merchants. The e-commerce and management personnel invited by the store are responsible for unified operation and management, but the telephone reservations reserved by Lanjing Mall are all in the Blue Jingli store. Therefore, there is no competition between online and offline.†Yin Bo said that the daily information release and maintenance of each brand in Lanjing Mall is carried out by the sales customer service staff of the merchants in the store. In his view, when online and offline are “a group of peopleâ€, both online and offline transactions are counted as their own performance.
E-commerce assessment should not rely solely on performance
"People who do B2C are very clear, which location of traffic has entered which page, whether there is a deal in the end, which product is sold, can be tracked in the background of Tmall, so that the location of the traffic can be timely, and landing The product is analyzed and adjusted to win a higher return on investment.†Senior e-commerce person Qi Jiping said, “If the traffic is introduced offline and the online transaction is not made, the data available on the website is only the amount of visits and independence. Visitors, bounce rates, page arrival rates, etc. do not have marketing data."
Many “electric shock†companies only evaluate the performance of the delivery team and the input budget of the channel based on the above data. The final sales performance is used to measure the performance of each link, and the decision is placed and assessed, which can easily lead to internal contradictions. Surging.
Qi Jiping pointed out that although O2O is simple from online to offline, website promotion and store sales, the key question is how to import traffic into the website, import it into the offline store, and in the process of importing, Which team has a problem with execution, which team to punish, which team to reward, which link to upgrade, etc., all need a perfect flow conversion funnel and evaluation system.
"In terms of product channels, the same brand of online and offline, they are more or less internal competition." Li Jianchen, executive deputy general manager of Huanilijia Building Materials Chain E-commerce Division, told reporters that statistics from them According to the data, there is indeed a certain degree of overlap, but the overlap of sales does not exceed 2%, and they are not greatly affected by each other. The total amount of sales added online and offline is greater than when the original is only offline.
“The distinction between online and offline products is on the one hand, and the home products have changed models, which has changed the essence. On the other hand, we are more using network drainage to encourage online customer service personnel to bring potential customers to local physical stores. Grooming, which effectively promoted offline transactions, is the so-called online price comparison, offline transactions." Li Jianchen also realized that, assuming no online sales, the flow of all the lines to the offline does not necessarily convert the transaction. “After all, as a building materials dealer, in addition to facing other brands, it also faces competitive pressure from peer dealers.â€
Therefore, in Li Jianchen's view, online sales can't be lost, but how to measure the workload of the two internal sales channels staff online and offline, to avoid the possibility of "flying orders" caused by unfair distribution?
“Special Voucher†is a response plan for the Huaneli Building Materials Chain Concept. The online part of the enterprise implements a dollar to buy a “privileged cardâ€, which is a discount coupon, which introduces the consumer into the local physical store of the company. The “privileged card†card number marks its online source.