Before the double 11th, although there was an episode of "19 home chain giants collectively boycotting Tmall", in the past, the double 11, Luolai Home Textiles, Fu Anna, and Lin's Wood Industry all squeezed through the turnover of over 100 million yuan. The top ten. However, after the carnival, the home e-commerce is the same as the previous 11, and after half a month, it has ushered in a wave of refunds. In the eyes of the industry, the high refund rate of home e-commerce reflects the home electronics e-commerce in terms of mode, experience, distribution and after-sales, and interest distribution. There are still many bottlenecks that need to be broken.
News background
After the double 11, the home e-commerce suffered a refund
From the Qumei home e-shop online, to Melody in and out of Taobao, "home" settled in Jimei, and then to the red star Meikailong to spend huge sums to do the red beauty mall, actually the family pushes the online, in recent years, the mainstream home store Everything is "stained" with e-commerce. From the recent action of household e-commerce in Guangzhou, after the Jinhaima home shopping mall, the local 59 home decoration mall will soon be officially put into operation, and even the number of China in Hangzhou has come to the Pearl River Delta to recruit. Even industry insiders predict that after 2013, home manufacturers will slowly step into the cloud PK era. However, the dream is very full, but the reality is bone. The desire to be "electric shock" is being stimulated by the Taobao Double 11's 350 billion, and the home e-commerce will be revolved around the report of the home e-commerce double 11 refund. Pushed to the cusp of being questioned.
According to the data released by the media, as of November 26, the official flagship store of Lin's Wood, which ranks first in the double 11 online shopping, has a refund rate of 7.14% in the past 30 days; the official flagship store of Quanyou Home has a refund of nearly 30 days. The rate is 8.24%, and the refund rate shows an upward trend every day. The total number of refunds for Lin's wood industry in the past 30 days, up to 6962 times. Although the data is difficult to reveal the real reason for the refund, the industry generally believes that the refund of the home e-commerce after the double 11, in the final analysis is due to its own mode of dilemma, as well as home e-commerce experience, distribution, installation And the shortcomings of reality in terms of after-sales. For home e-commerce, if you want to become bigger and stronger, you must carry out a model revolution and break the inherent bottleneck by combining online and offline.
Dilemma 1
Mode platform e-commerce, self-built e-commerce are difficult to achieve resource and channel integration
"At this stage, the biggest dilemma for home e-commerce is the model. Taking home manufacturers as an example, to do e-commerce, there are only two ways. One is to open a network store to the well-known e-commerce platform, that is, the platform e-commerce; the second is Self-built e-commerce, that is, vertical e-commerce.†In the view of Luo Tianyang, director and deputy general manager of Guangdong Jiyi Home Building Materials Chain Co., Ltd., the current e-commerce model mostly simply moves offline transactions online, in essence. The buyers and sellers are still an economy of bilateral relations. But in fact, the home industry is a multilateral relationship economy, including real estate developers (real estate), home manufacturers (including dealers), decoration companies (including designers), banks (household mortgages and other financial products), consumers, etc. Roles, All Products and services ultimately point to the same consumer. Compared with physical stores, e-commerce is indeed a great improvement, but it still does not get rid of the limitations of bilateral economies. There is no way to achieve resource integration and channel integration. It is difficult to fundamentally solve the experience and distribution of e-commerce. And shortcomings in the after-sales area.
In recent years, many home furnishing companies have tried to change the e-commerce model, but no matter how the model changes, they have to face the "burning money" dilemma. "It's B 2B 2C, it's O 2O... Even if there are 300 million cows, it's normal to burn out." Senior e-commerce observer Yan Jiping pointed out that regardless of the collapse of the cattle network, Whether it is a vertical home e-commerce, or a third-party home e-commerce company, Lin's Wood, all-friends, must invest heavily in advertising, because the driving force for driving home sales is advertising, and it is continuous advertising. However, since the home industry is a very special industry, it is not that the age of 80 to 5 years old is an audience, so unless the advertisement is accurate enough, the purchase cost of a single customer is very high, and even the profit is not enough to share the cost. . The related sales of other industries did not work at all in the home e-commerce platform.
[Try the solution]
Realize industry and channel integration through digital hardcover rooms
At the "Several China Cloud Business Model Summit Forum" that just ended, the president of Digital China, Yang Yujie, explained his new "home cloud business concept". According to the architecture of this model, consumers can enter the digital hardcover room through the network, and they can immediately understand which property, which type of house and the functions and details of each space. Thanks to the integration of all product information including building materials and furniture in the digital hardcover room, consumers can click on the details and function details of each item in the space. If you are not satisfied with the space decoration effect, you can immediately carry out a small range of materials and item replacement, such as wall paint color, wallpaper, floor, tile, texture and so on. In such a digital hardcover mode, it integrates real estate information, decoration enterprise and designer information, material list and budget information, etc., which is a carrier that can be shared by different industries.
In Luo Tianyang's view, compared with traditional e-commerce, the model of China Digital does not have the problem of dividing the interests of traditional channels and e-commerce channels. Home manufacturers can use this platform to open up online and offline, and promote products through online. Leverage offline dealers to solve problems with experience, installation and distribution. Through digital hardcover, home manufacturers can install the products into the real estate, the designer's design plan, and the decoration company's sales package, thus realizing the real integration of industry and channels. Although many people in the industry are very optimistic about this model, there are some people who worry that the current home industry is still dominated by offline consumption, and it is difficult to attract consumers online in the short term. “Real estates and real furniture products, through the careful design of the designers, the 'digital prefabricated home' is an ideal model, but in the specific operation, it is likely that the reality of the apartment is not enough (such as beams, columns, The strange structure such as the bay window is difficult to be reflected in the software.) The cost of the furniture product model is too large, and the designer's inherent interest pattern is difficult to break.
Dilemma 2
Consumer experience is missing before the consumer experience, consumers online shopping home products
“In terms of household consumption, compared with traditional home stores, the biggest gap in the pre-sales phase is the experience. I can touch and buy in a physical store, but I can only see it online. I bought the bed and assembled it. I found it uncomfortable. I didn’t return it. A car tile was shipped to my home. I found that the texture is not what I like. How can I return it?†Wang Yu, general manager of 59 Home Improvement Mall, looks like home. The product is different from the general consumer goods, it is closely related to the experience, and the lack of experience will be a big dilemma for many “electric shock†home enterprises to face. Judging from the reasons for the return of the double 11, the proportion of returning goods without reason is more than 50%, which means that there are not many quality disputes caused by e-commerce products, but many consumers are lacking after the double 11 impulse consumption. Experienced and heartbroken, and finally chose a refund. In order to break the shortcomings of this home e-commerce experience, the only breakthrough is to open up the channels online and offline. However, in order to get through the channels, for the home industry, which mainly relies on dealers and agents, it is difficult to achieve in the short term due to the problem of interest segmentation.
[Try the solution]
Online and offline linkage to expand e-commerce layout
In the past double 11, Jin Haima only through the online and offline linkage promotion in Guangdong, the total sales exceeded 50 million yuan. Ouyang Peng, the director of Jin Haima's e-commerce operation, said in an interview that from the beginning of the power supplier, Jin Haima realized the shortcomings of the traditional e-commerce experience and has been working hard to improve his O 2O model. “We started from our own brand and slowly introduced the brand of offline stores into the e-commerce platform, and promoted the online and offline products and prices. Online selection of products, and then can go to the offline physical store to experience and deal with Then, the installation and distribution service will be provided by the offline stores.†Ouyang Peng revealed that in the future, the Jinhaima e-commerce platform will deeply integrate the merchants in the offline stores and open up e-commerce experience stores in some cities. To expand the e-commerce map of Jin Haima.
Dilemma 3
Distribution and installation of online shopping home products are easy to break, difficult to install, inconvenient to pick up
From the current situation of e-commerce operations, furniture, tiles and flooring are hard to enjoy the fruits of the rising e-commerce boom. The reasons are mainly in two aspects.
First of all, it is a transportation problem. Because furniture is a large piece of goods, you can't go to the general courier company, but there are not many logistics for large objects, and most of them are not delivered to your door. This means that after consumers buy large pieces of furniture online, they must pick up the goods themselves, and the handling cost of the goods is not low. In addition, the transportation mode of the logistics company is usually just a driver and a worker. The things that can't be lifted are usually dragged away, and the damage of the goods is almost inevitable.
Secondly, although D IY is very common in foreign countries, domestic consumers continue to consume furniture and install one-step consumption habits. The reporter saw a famous furniture e-commerce platform in Tmall, which reached 13.15% when the refund rate was the highest. In this regard, the clerk explained: "The high refund rate is because the list of double 11 is too much, the logistics can not keep up, some people can't wait to apply for a refund; there are some refunds due to installation problems."
[Try the solution]
Reduce the service radius and make a small service entry point
“The original idea of ​​59 Home Improvement Mall is to create a platform for building materials and decoration companies in the form of renting. But in actual operation, I found that this platform is difficult to land. The radiation radius of a building materials supplier can usually only It is 10 kilometers around, and a little further. When the price difference of the product exceeds the freight cost, the material manufacturer's online display is meaningless.†Wang Yu, general manager of 59 Home Improvement Mall, revealed that after several months of market research, they finally The main target of the service was turned from the consumer to the decoration company.
At present, 59 Home Improvement Mall is establishing a database of tens of thousands of decoration companies and material suppliers in Guangzhou, as well as a database of decoration workers. “People buy building materials are generally nearby. What I have to do is to convert the building materials market and home store products around 10 km around each property into a database, move them online, and provide an online budget module. The decoration company's designers can use this platform to understand product information and make budgets. Consumers can purchase products on the platform. Once the program and budget are approved, consumers can enter the store experience in a timely and convenient manner, and obtain the distribution and installation services of the material supplier. In Wang Yu's view, for home e-commerce, to solve the bottleneck in installation and transportation, the service entry point and service radius are small, not only easy to promote, but also cost-effective. Since the profit model of 59 Home Improvement Mall is only a mobile phone registration fee of a few yuan for users, it will not cause material suppliers and decoration companies to be in conflict because of the high cost of "electric shock".
Dilemma 4
Interest distribution decoration company and designer's gray interest chain is difficult to break
For a long time, some decorative companies and designers have formed a relatively fixed gray interest chain. Some designers do not rely on design level and design work to make a profit, but rely on eating rebates to make a profit. Digital China intends to eliminate this drawback to the maximum extent, and to increase the ability of the decoration company to take orders, but not rely on the designer. At the same time, part of the designer is transformed into a salesperson in the digital hardcover room; part of it is called a professional designer, and concentrate on design. However, in the view of Fan Xueyou, the head of Haojia.com, it is very difficult for the perfect e-commerce model to break the profit model of home improvement companies and designers in the short term. It is necessary to coordinate the interests distribution of many parties in order to design the designer. And the decoration company attracted to the e-commerce platform.
In addition, in the eyes of many industry insiders, the dilemma of e-commerce in the distribution of interests also involves manufacturers and distributors. The performance generated on the e-commerce platform, how do manufacturers and local distributors calculate the costs and benefits, and how are the benefits distributed? If e-commerce has no way to solve the problem of competing with channel vendors, then in the current mainstream of physical stores, manufacturers slamming "electric shock" is undoubtedly self-reliant.
[Try the solution]
Open an exclusive product line for e-commerce
In order to avoid competition with channel vendors, at present, home brands including Mengjie Home Textiles, Suibao Mattress, etc. are trying to open up special e-commerce product lines. According to Chen Zhenduo, Assistant Director of E-Commerce Department of Suibao Group, in order to solve the problem of online experience short board, Sui Bao is planning to join all dealers under the line, trying to take the O2O mode combined with online and offline, and part The dealer agreed on the corresponding cooperation and distribution mechanism.
Reporter's notes
Mode is beautiful, not as important as execution
Thirty-five billion of Tmall double 11 made some home brands speed up the rhythm of “electric shockâ€, but it seems that it is not enough to convince the traditional industry to make up their minds to “electric shockâ€. Because, in recent years, various versions of home e-commerce have been recorded, so that the home industry's big brothers understand the truth: the model is beautiful, it is not as important as the implementation.
The person in charge of an e-commerce platform said that in some traditional building materials stores in Guangzhou, among the 100 material suppliers, perhaps no 10 merchants can skillfully upload their products to the e-commerce platform. How do you interpret O 2O for such a merchant? At the same time, for home furnishers who generally lack modern management experience and a team of professional managers, they are obviously more familiar with the traditional marketing model. Therefore, whether it is O 2O or B 2C, or even more cutting-edge B2B2C + O 2O, which platform has a strong enough team to transform the model into action, and execute it in place, the service is at home, it is the e-commerce success or failure. key. For home e-commerce, in order to achieve rapid development, in addition to breaking the existing dilemma through mode change, we must also research various operating plans for home e-commerce, such as how to improve traffic and e-commerce promotion. How to do it, how to manage the business, how to turn the flow into the transaction rate, how to reduce the rate of unsubscribing, how to maximize the purchasing power of the customer... And one fact that cannot be ignored is that solving such problems is not enough by theory alone. More need for the accumulation of practical experience.
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