As an emerging sales channel, e-commerce companies have made rapid progress in recent years. As with consumer electronics and daily necessities, in addition to continuing to consolidate major channels such as KA and distributors, kitchen and bathroom companies have also joined hands with e-commerce to try to use e-commerce as the third growth channel for growth.
However, unlike "socket type" appliances, kitchen appliances have certain technical requirements for after-sales installation, and products can not judge performance based on appearance alone. Therefore, kitchen and toilet enterprises choose some e-commerce platforms to expand channels. On the other hand, they are cautious about continuing to expand their share of e-commerce and exploring the potential of e-commerce.
Enterprises prudently look at e-commerce as a kitchen and industry gathering area. Enterprises in the Pearl River Delta have always valued the important role of channel sales in the development of enterprises. According to Mr. Li Tao, director of the Wanjiale Brand Department, KA is currently the company's most important sales channel, but companies are also focusing on emerging business channels including e-commerce. It is reported that Macro has reached cooperation with JD.com and Taobao, but Li Tao stated that kitchen and toilet products have particularity and require special attention to after-sales services. Otherwise, it will be difficult to guarantee the safety of consumers in the process. Therefore, he believes that e-commerce development cannot be rushed. To be successful, we need to make steady progress and step by step.
It is understood that MACRO's main selling products are gas water heaters, and it is one of the leading domestic sales companies. However, from the consumer's point of view, buying a gas water heater is only half the job. The installation and maintenance of the latter is equally important. Li Tao said that the state has strict requirements for the installation of gas water heaters and must be operated by trained personnel to ensure safety.
At present, MACRO is equipped with a dedicated after-sales team to ensure that the products sold are timely and professionally serviced. Due to the special nature of the product, this practice of self-built after-sales service organization is more common in the kitchen and toilet industry.
However, because e-commerce channels are not subject to regional and time restrictions, the difficulty of follow-up services has increased. This has given unscrupulous installation companies an opportunity to lead to an unorganized after-sales service in some areas, and to a certain extent, to corporate brand image. Cause damage. Li Tao pointed out that services are the most challenging for companies, where services can be done, and where products can be sold. This type of service-driven sales model is a steady growth approach.
In fact, e-commerce channels have already put pressure on offline operations. The store has gradually become a “experience storeâ€. Consumers often get used to knowing the actual product through the store, and finally purchase the product in the form of online shopping. Even some dealers have destroyed the regional sales protection policy through e-commerce, which has brought unnecessary troubles to the company's channel management, and has also increased the difficulty of customer after-sales service and maintenance.
According to the introduction of Wanhui Brand Minister Li Huizhen, in order to cope with the increasingly powerful e-commerce channel, Wanhe has set up an e-commerce department and conducted segmentation between online and offline products. In response to the demand characteristics of online consumer groups, Wanhe re-planned and laid out its online products to prevent the price of offline products from being affected, and at the same time, it took measures to avoid string behavior.
Even though e-commerce has become an indispensable new sales channel for kitchen and bathing companies, the inherent drawbacks are enough for companies to be cautious. Li Huizhen said that the proportion of sales generated by e-commerce in overall sales is still very low, and companies rely mainly on traditional channels to drive sales. E-commerce can serve as a powerful complement to other channels to jointly promote the improvement of business sales models and enrich consumers' purchasing channels.
How to make good use of e-commerce resources Industry experts pointed out that e-commerce has flourished in recent years. We cannot ignore its growth, but we cannot regard its growth as a complete replacement of traditional channels. The ultimate concern of the enterprise is the purchasing habits of consumers. As long as consumers like it, companies should cooperate and establish new sales channels.
According to statistics, the average share of e-commerce in Chinese companies is about 2%, while in the United States it is 8%. In 2011, the revenue from the owner's electrical e-commerce and TV shopping channels accounted for 8%, and Vantage e-commerce revenue reached 120 million, accounting for 5%-6% of the company's revenue. At present, although the proportion of e-commerce in kitchen and bathroom sales is low, it is already higher than the average share of Chinese enterprises.
As a traditional kitchen and bathing company that entered the e-commerce business earlier, the marketing ratio of Vantage Online has reached 8% to 10% of retail sales. It is understood that Vantage plans to increase the proportion of e-commerce sales to 20% of the company's performance in the next five years. Vantage believes that companies must be well-positioned to enter the e-commerce sector, avoid conflict between online and offline products, and at the same time develop products suitable for online sales in line with the preferences of online consumers.
In order to fully realize the differentiation between online and offline products, ZheJiang kitchen electric company Shuaikang is the first to launch the “Connor†kitchen electric brand for the e-commerce market. Despite this absolute practice has caused the industry to question, but separated The idea provides a useful reference for the future electricity supplier in the kitchen appliance industry.
At present, it is common for traditional companies to enter e-commerce, and most companies choose to cooperate with professional e-commerce platforms, relying on strong brand advantages under the line, and leveraging the logistics system, technology, and flow resources of professional e-commerce platforms to jointly develop online sales channels. .
The author found that most of the kitchen and toilet companies opened an official online flagship store on Taobao, and their own dedicated websites were rare. According to the person in charge of the Vantage e-commerce department, when companies first started e-commerce, they tried to build their own websites. However, due to the lack of awareness of the site itself, the cost of a large number of promotion costs was not good. Ultimately, the company changed its strategy and established a brand shop on a well-known e-commerce platform.
Ovid Consulting's data shows that by 2015, China's national grid purchase will exceed 100 billion yuan, accounting for about 14% of the total sales of home appliances. According to Suning's 2012 plan, the overall sales volume of Suning Tesco will increase by 4 to 5 times.
"As a manufacturer and brand owner, we have to study this model of e-commerce platform built for consumers. It is possible that we can find more accurate objects and find a more suitable marketing model for consumers." Galanz spokesman Lu Lanlie told the HC house network. He believes that there is no need to make too professional judgments about future commercial channels, but the idea of ​​focusing on the market and focusing on consumers is correct.
However, unlike "socket type" appliances, kitchen appliances have certain technical requirements for after-sales installation, and products can not judge performance based on appearance alone. Therefore, kitchen and toilet enterprises choose some e-commerce platforms to expand channels. On the other hand, they are cautious about continuing to expand their share of e-commerce and exploring the potential of e-commerce.
Enterprises prudently look at e-commerce as a kitchen and industry gathering area. Enterprises in the Pearl River Delta have always valued the important role of channel sales in the development of enterprises. According to Mr. Li Tao, director of the Wanjiale Brand Department, KA is currently the company's most important sales channel, but companies are also focusing on emerging business channels including e-commerce. It is reported that Macro has reached cooperation with JD.com and Taobao, but Li Tao stated that kitchen and toilet products have particularity and require special attention to after-sales services. Otherwise, it will be difficult to guarantee the safety of consumers in the process. Therefore, he believes that e-commerce development cannot be rushed. To be successful, we need to make steady progress and step by step.
It is understood that MACRO's main selling products are gas water heaters, and it is one of the leading domestic sales companies. However, from the consumer's point of view, buying a gas water heater is only half the job. The installation and maintenance of the latter is equally important. Li Tao said that the state has strict requirements for the installation of gas water heaters and must be operated by trained personnel to ensure safety.
At present, MACRO is equipped with a dedicated after-sales team to ensure that the products sold are timely and professionally serviced. Due to the special nature of the product, this practice of self-built after-sales service organization is more common in the kitchen and toilet industry.
However, because e-commerce channels are not subject to regional and time restrictions, the difficulty of follow-up services has increased. This has given unscrupulous installation companies an opportunity to lead to an unorganized after-sales service in some areas, and to a certain extent, to corporate brand image. Cause damage. Li Tao pointed out that services are the most challenging for companies, where services can be done, and where products can be sold. This type of service-driven sales model is a steady growth approach.
In fact, e-commerce channels have already put pressure on offline operations. The store has gradually become a “experience storeâ€. Consumers often get used to knowing the actual product through the store, and finally purchase the product in the form of online shopping. Even some dealers have destroyed the regional sales protection policy through e-commerce, which has brought unnecessary troubles to the company's channel management, and has also increased the difficulty of customer after-sales service and maintenance.
According to the introduction of Wanhui Brand Minister Li Huizhen, in order to cope with the increasingly powerful e-commerce channel, Wanhe has set up an e-commerce department and conducted segmentation between online and offline products. In response to the demand characteristics of online consumer groups, Wanhe re-planned and laid out its online products to prevent the price of offline products from being affected, and at the same time, it took measures to avoid string behavior.
Even though e-commerce has become an indispensable new sales channel for kitchen and bathing companies, the inherent drawbacks are enough for companies to be cautious. Li Huizhen said that the proportion of sales generated by e-commerce in overall sales is still very low, and companies rely mainly on traditional channels to drive sales. E-commerce can serve as a powerful complement to other channels to jointly promote the improvement of business sales models and enrich consumers' purchasing channels.
How to make good use of e-commerce resources Industry experts pointed out that e-commerce has flourished in recent years. We cannot ignore its growth, but we cannot regard its growth as a complete replacement of traditional channels. The ultimate concern of the enterprise is the purchasing habits of consumers. As long as consumers like it, companies should cooperate and establish new sales channels.
According to statistics, the average share of e-commerce in Chinese companies is about 2%, while in the United States it is 8%. In 2011, the revenue from the owner's electrical e-commerce and TV shopping channels accounted for 8%, and Vantage e-commerce revenue reached 120 million, accounting for 5%-6% of the company's revenue. At present, although the proportion of e-commerce in kitchen and bathroom sales is low, it is already higher than the average share of Chinese enterprises.
As a traditional kitchen and bathing company that entered the e-commerce business earlier, the marketing ratio of Vantage Online has reached 8% to 10% of retail sales. It is understood that Vantage plans to increase the proportion of e-commerce sales to 20% of the company's performance in the next five years. Vantage believes that companies must be well-positioned to enter the e-commerce sector, avoid conflict between online and offline products, and at the same time develop products suitable for online sales in line with the preferences of online consumers.
In order to fully realize the differentiation between online and offline products, ZheJiang kitchen electric company Shuaikang is the first to launch the “Connor†kitchen electric brand for the e-commerce market. Despite this absolute practice has caused the industry to question, but separated The idea provides a useful reference for the future electricity supplier in the kitchen appliance industry.
At present, it is common for traditional companies to enter e-commerce, and most companies choose to cooperate with professional e-commerce platforms, relying on strong brand advantages under the line, and leveraging the logistics system, technology, and flow resources of professional e-commerce platforms to jointly develop online sales channels. .
The author found that most of the kitchen and toilet companies opened an official online flagship store on Taobao, and their own dedicated websites were rare. According to the person in charge of the Vantage e-commerce department, when companies first started e-commerce, they tried to build their own websites. However, due to the lack of awareness of the site itself, the cost of a large number of promotion costs was not good. Ultimately, the company changed its strategy and established a brand shop on a well-known e-commerce platform.
Ovid Consulting's data shows that by 2015, China's national grid purchase will exceed 100 billion yuan, accounting for about 14% of the total sales of home appliances. According to Suning's 2012 plan, the overall sales volume of Suning Tesco will increase by 4 to 5 times.
"As a manufacturer and brand owner, we have to study this model of e-commerce platform built for consumers. It is possible that we can find more accurate objects and find a more suitable marketing model for consumers." Galanz spokesman Lu Lanlie told the HC house network. He believes that there is no need to make too professional judgments about future commercial channels, but the idea of ​​focusing on the market and focusing on consumers is correct.
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