Different from traditional e-commerce, such as Taobao, which is cut into the home building materials industry, the traditional purpose of the traditional distribution channel, such as Red Star, Meikailong, and the home of e-commerce, is to make up for the shortcomings of offline display and promote online e-commerce. Enterprises, together to share online consumer traffic.
According to the China E-Commerce Research Center, by 2015, the scale of e-commerce for home building materials in China will reach 205 billion, the scale of online shopping will increase by 249%, and the online shopping rate will reach 17.5%.
We all know that furniture e-commerce is difficult to do. This magazine has analyzed the reasons why furniture business e-commerce is difficult to do, and the e-commerce process of the furniture industry lags far behind other industries. However, despite the difficulties, furniture e-commerce still has to be carried out. What is the problem? With the constant exploration in the industry, more and more people are optimistic about the O2O model.
1. What is O2O mode?
O2O is an abbreviation for "Online to Offline" in English. Everyone knows about e-commerce. The O2O model is a summary from the hot group buying of the year. As we all know, traditional online shopping is to pay online, and then through the logistics with delivery. The emergence of group buying has changed this "traditional" online shopping model.
Online is virtual, offline is realistic, online shopping must complete the process of connecting virtual world and real world from online to offline. In terms of the concept of marketing, the so-called O2O actually means more "to import traffic from the line to the offline." Due to the characteristics of its industry and products, the furniture industry is very special in its O2O.
First, furniture products cannot be sold anywhere. If the products on the Internet are sold everywhere, the traditional distribution system will be disrupted, affecting the interests of local distributors, and will inevitably lead to "rebellion."
Second, we must ensure that the products we sell have local people to do pre-sales measurement and installation services.
Third, furniture products are difficult to price in the online store. If the price is not clear, it will be difficult to place an order, and there is no way to pay the bill to complete the transaction.
Fourth, furniture consumers pay attention to the physical experience, do not see the real thing, the possibility of purchasing products is very small.
Fifth, the cost of transportation in different places is too high. In case the consumer is not satisfied with the return, no one will be willing to bear the freight back and forth. For both parties, the risks are too great. There have been many such cases in the double eleven last year.
Seeing the above reasons, it seems that the road to e-commerce in the furniture industry has nowhere to go, but as long as you change your mind, everything will still be promising. The furniture industry can fully use the traditional dealer channels to promote online, and then find ways to lead consumers to offline stores. This process is O2O.
2, how to attract online consumers
Different from traditional e-commerce, such as Taobao, which is cut into the home building materials industry, the traditional purpose of the traditional distribution channel, such as Red Star, Meikailong, and the home of e-commerce, is to make up for the shortcomings of offline display and promote online e-commerce. Enterprises, together to share online consumer traffic. These traditional distribution channels generally have a large number of offline stores, which is their advantage, so how to attract online consumers to offline consumption is the most important thing for them. Among them, social media is a heavy place that cannot be ignored. .
On May 9, 2013, Alibaba purchased an 18% stake in Sina Weibo for US$586 million, indicating that e-commerce is accelerating the integration of social elements. The convergence of social networks and e-commerce has become a popular business practice. As the users of major social networks mature and become larger, the interaction between users and brand companies is intensifying, and mutual sharing among users is generating. The cross-marketing effect has made the advertising effectiveness of social networks more prominent.
After Weibo’s exhibition in the field of marketing, 2013 is undoubtedly the year of WeChat’s outbreak. Many companies and brands choose to promote the network through WeChat, such as the fan management model of Xiaomi’s “9:1 millionâ€. It is understood that There are 9 WeChat account back-office agents in Xiaomi's mobile phone. The biggest job of these 9 employees is to reply to the message of 1 million fans every day. Every morning, 9 Xiaomi WeChat operations staff opened the WeChat account background of Xiaomi mobile phone on the computer and saw the message of the background users. Their day's work began. In fact, Xiaowei's self-developed WeChat background can automatically capture keyword responses, but Xiaomi WeChat's customer service staff will still respond one-on-one, and Xiaomi has greatly enhanced the user's brand loyalty. Of course, in addition to improving user loyalty, WeChat doing customer service also brought tangible benefits to Xiaomi. Xiaomi CEO Li Wanqiang said that WeChat also reduced the marketing and customer relationship management costs of Xiaomi. In the past, Xiaomi’s activities usually sent text messages, and 1 million text messages were sent out, which is the cost of 40,000 yuan. The role of WeChat as a customer service is evident. .
Another example is the WeChat “Love Drifting Bottle Activity†initiated by China Merchants Bank: WeChat users use the “drift bottle†function to pick up the bottle from China Merchants Bank. After the reply, China Merchants Bank will pass the “small points, micro-charity†platform for children with autism. provide help. During this event, there were media statistics. Every time the user drifted the bottle 10 times, he would basically go to the lucky drift bottle of China Merchants Bank. Not only did the brand promotion for China Merchants Bank, but also established a good brand image for China Merchants Bank.
As a furniture company, what needs to be considered is how to better promote its own enterprises and products on the network at low cost and high efficiency, how to effectively convert the customer click-through rate into the transaction rate and achieve the final marketing goal.
Finally, I would like to share with you the most grounded O2O case: an aunt who sells pancakes at the university entrance, she has established a QQ group, and students who are still in class can order her by posting a message in the QQ group. Then she recorded the QQ name and put a label on the paper in advance so that the students can pay the goods directly after class. She said that she has been using this method for five or six years, and the effect is very good. Every time she goes to dinner, her mobile QQ has been ringing. This is O2O.
The story of the pancake aunt successfully tells us:
1, do O2O must focus on solving user needs. The aunt's O2O solves the problem of classmates waiting in line and realizes quick and convenient transactions. Furniture companies must also carefully study whether existing user needs are truly fully met, what are the deficiencies, identify existing deficiencies, and fill them up.
2. Offline services are more important. The most important thing for the students is the taste of the pancakes. If the aunt's craftsmanship is very poor and the pancakes made people have no appetite, there is no chance of secondary marketing. For the O2O model, offline products and services must ensure quality, ensure that online information is consistent with offline products, and solve the worries of consumers, so that O2O can go further.
3. Marketing is low cost. Auntie uses QQ group to achieve marketing, QQ group itself is free, so her marketing cost is almost zero. If the QQ group charges 100 yuan per month, will the aunt still follow this path? When the group purchase was the hottest, thousands of group buying websites continued to tear up. In order to compete for the domestic group buying market, various group buying websites began to compete in disguise. Advertising campaigns such as advertising warfare, tug-of-war, and positional warfare are integrated into the daily life of the people. The marketing costs are increasing and the income is not reduced. In order to ensure their own profit margins, consumers have become the ultimate payers in this profit competition, not only hurt the reputation of the website, but also lost a large number of consumers. Therefore, marketing advertising is a very worthwhile issue, unless there is a very rich cognac.
In 2012, online shopping sales exceeded RMB 1 trillion. There is still a lot of potential in this market, but the barriers to entry are already high, and companies and capital markets are looking for the next model of e-commerce. Li Kaifu, CEO of Innovation Workshop, said that O2O will change China in the future. Once connected online and offline, this is a huge explosive force. This is also a new opportunity for furniture companies.
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