You can refer to the article "Those who accuse home building materials and decorate O2O unrealistic? ? Maybe I don't understand what happened to O2O! 》

A few years ago, O2O swept through many industries, and its influence also spread to the fields of home building materials and decoration.

For a time, some innovative ceramic, bathroom, paint, floor, decoration, custom home and other enterprises began to consider the layout of O2O. At that time, influenced by the narrow definition, they habitually understood O2O as "offline experience, online transaction".

Some companies do do the same, such as opening a flagship store in Tmall or opening a C store in Taobao. Because there is no special online payment, the same product is cheaper online than offline, so many dealers are reluctant to make trouble together. When online income is negligible, manufacturers basically have to give in.

Many attempts to cut into O2O from the perspective of opening online stores have died.

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The research on bulk materials shows that later, some enterprises broke the limitation of traditional O2O definition and changed several other ways of playing:

1, online drainage, offline experience and transaction

Online shop, official website, official WeChat account, etc. Online multi-channel drainage, to the dealer's store, trading in the store, the store provides follow-up services, and talks with the dealer about the sharing method. Online only plays a role in drainage.

This practice is extremely common. For example, Shangpin ZJS, Oupai Home Furnishing, Sophia, Oushennuo Ceramics, Jiumu Sanitary Ware, Shunhui Tiles, etc. set up online design reservation entrances in official website or Tmall stores. After receiving the demand online, we will arrange to provide follow-up service support to the nearest store.

2. Online transaction and offline service

Some building materials and furniture products are directly sold online, and the buyer pays. The manufacturer will assign them to the nearest physical store to provide installation and after-sales service, and negotiate with the dealer to distribute the benefits.

You can also find a local third-party outsourcer to be responsible for logistics, installation and after-sales service, such as helping households, American and Canadian households, and Master Wan. This is also what they do, doing the last mile of home building materials e-commerce or landing service.

3. Online inquiry and offline transaction

This kind of play is very common.

That is to say, the online exposure rate is relatively high, and the reputation of each platform is well done, creating a public opinion atmosphere of buy buy, which will reflect the information of offline stores. Buyers look good online and may go to the store to buy it.

4, offline stores or event sites, while highlighting online sales channels.

For example, Tmall stores, JD.COM stores, micro-stores, official WeChat account stores, etc., users can trade offline or go to online stores to buy, and their brands are all direct stores, so there are many situations.

5. The goods in the store have a QR code. Customers who want to buy can scan the code directly to view and place an order.

Oushennuo's new O2O retail flagship store once wanted to do this.

There are also shops selling furniture in Chengdu. A few years ago, a QR code was posted on the furniture, which can be scanned and purchased. However, this seems to be just icing on the cake, and it is not particularly helpful to sales.

6. Through online and offline channels such as WeChat, BBS and community. , centralized drainage, blasting home building materials group purchase and collection activities.

7. Some manufacturers hold trainings for dealers, store managers and shopping guides to teach you how to use WeChat, 3D cloud design software and other tools to make customers stay.

According to Daicai research, in the public information, there are at least Roland doors and windows, Easyhome, yogurt integrated stove, Oushennuo, Fuxiang Zhizhuang, vogel wardrobe, Millennium Ship, carpentry, Jiudian furniture, Han's, Hesheng Yaju, Huiya ceramic tile, Tenet fabric, Royal Kadi, Bosini, Druni solid wood customization, Carpoly paint and so on.

The emergence and landing of many styles of play represent the maturity of O2O in the home building materials decoration industry, but the problems are also obvious. If the docking between the enterprise O2O e-commerce platform and the physical store is not done well, the drainage effect is not obvious, and the merchants do not pay attention to it, the manufacturers will gradually decline.

There is also a subversive O2O style, which is to open up an e-commerce front and build an e-commerce brand alone. It is different from the original old brand, and the product style and some details are also different, such as LOVO and Qumei Qumiao of Luolai Home Textiles.

A few can succeed, and most can be halved. After all, it is difficult to share the popularity bonus of the old brand to the maximum.

▲ In the early years, in the pan-home industry, there were a number of companies that grabbed the popularity of pure e-commerce brands. At present, it is still relatively high-profile Perhaps it is LOVO home textile of Luolai, and its positioning is adjusted to "Internet direct selling bedding". In 20 17, e-commerce revenue was very considerable, exceeding 10 billion yuan, with a year-on-year increase of over 40%.

▲ Dongyi Risheng owns a wholly-owned sub-brand of Sumei Super Home, which is positioned as "Internet Customized Home Decoration" and has opened a number of offline experience halls, mainly including 1299 green customization, 899 environmental protection clothing and other packages. You can book a store experience online and get a free decoration quotation. It took less than 3 seconds for Caiyan to open its official website.

▲ Like Country Garden, there are also Internet home improvement brands like Orange Home, which mainly promote luxury packages and classic packages, and the prices are still relatively cheap. At present, it has opened stores in several cities and locked in the "Thousand Cities Plan".

Interestingly, it seems that the positioning of e-commerce brands or Internet brands, in fact, after the opportunity is ripe, these brands will open offline stores, but the Internet accounts for half of the customer channels.

More pure e-commerce brands or internet home improvement brands, after several years of tossing, have not achieved remarkable results, and most companies have backed out without deliberately emphasizing.

Presumably, everyone has already felt that O2O is almost a standard for business operations. It is not out of date, but has become more important. If anyone insists on walking on one leg, he will undoubtedly face the cruel situation of online passenger flow loss.

Yes, we need to establish more channels to open stores well and increase the production capacity of single stores. However, if we can get through O2O, make good use of online tools and keep online passenger flow, it will undoubtedly be more conducive to our bright future.

Deng Chaoming, the founder of Big Materials Research and the author of "New Retail Combat", believes that going to see 020 now must not be limited to "offline experience, online trading". The most reliable understanding should be offline and online integration, which can be online drainage and offline trading; It can also be an offline experience and online payment. Do a good job in the distribution of online and offline benefits and make a big cake together.

In combination with the above-mentioned seven-point O2O gameplay, Deng Chaoming, the founder of Daima Research and the author of "New Retail Actual Combat", believes that O2O can focus on the following gameplay in the entire pan-home industry, including building materials, home furnishing and decoration:

The first is to rebuild and establish an O2O physical store, so that the store is good at online and offline drainage, maximizing the attraction of urban passenger flow and achieving faster performance growth.

The products in the store can be purchased by scanning the code.

The store has official WeChat account and online store publicity, and strives to get every customer who comes to the store and establish various contacts with customers.

For example, scan the code into the store to pay attention to the official account of WeChat and send small gifts. Free design renderings, customer information, etc.

When we have more connections with customers, especially the more effective connections, winning customers will be a high probability event.

Whether through offline communication or online attraction, there is only one goal to keep customers in the brand's marketing network and avoid loss.

Online trading products are delivered, installed and provided by nearby O2O stores. This involves the distribution of interests among manufacturers. In order to make the cake bigger, it is suggested that manufacturers give more profits to dealers appropriately.

O2O stores also have a key role: customer data is deposited in the store, and professional departments of manufacturers manage members, analyze member data, and provide product and marketing decision support.

Furthermore, O2O stores should drain media from manufacturers, precipitate fans and fish for a long time.

The second is to establish an O2O e-commerce platform, including: O2O official website, Tmall flagship store, JD.COM store, WeChat official account and appropriate micro-stores, etc. We collectively call them O2O e-commerce platforms or e-commerce terminals.

Such an online marketing platform will not only show the advantages of the brand, detailed product information, customer cases, online virtual experience and so on. , but also highlight the offline store address, network contact information, the approximate price space of offline stores, the store's special services, customer evaluation and so on.

Here is a representative practice. For example, if a netizen consults online, the manufacturer will directly transfer the professional shopping guide of the store where the netizen is located to provide consulting support and transaction drainage.

Instead of asking the manufacturer's customer service online, the result is transferred to the store, and the sales volume of the store is changed from the beginning, which wastes time and harms the interests of the intended customers.

Another way is to open a homepage and an entrance for each store on the O2O e-commerce platform, so that every store can realize the dream of online drainage.

The benefits of doing so are obvious. A customer can get a comprehensive understanding of product information and look at users' comments online. These things can be realized without leaving home.

After reading it, I still can't make a decision. I still want to see the real thing, then go offline to experience it, and then decide which channel to buy it from.

At the same address, a manufacturer or distributor may have multiple stores, and it is necessary to compete in service quality and service mode, which will definitely improve the competitiveness of the whole company.

In addition, the benefits to enterprises are also obvious. Because manufacturers use various marketing methods to increase online passenger flow and guide them to offline stores for transactions, it will undoubtedly increase the passenger flow of offline stores, thus improving performance.

The challenge is also obvious, because the price war cannot be fought casually, and other value-added services have become "trump cards"!

Especially with the maturity of Internet information acquisition and Internet consumption, the scale of online customers is expanding. If online drainage is neglected or not well used, Deng Chaoming believes that many first-and second-tier companies that look like elephants may lose the favor of a new generation of young customers and thus lose their future.

By the way, what kind of habits are Internet information acquisition and Internet consumption? Specifically, it includes at least several aspects:

A, browse all kinds of information through the network

B. Inquire about brands, commodities and evaluations through the Internet.

C. Compare brands and products through the Internet.

D, online access to customer cases and shopping strategies.

E, online shop orders

F. Publish various evaluations, and publish photos and photos on the Internet.

The Internet or network here includes PC-side Internet and mobile-side Internet.

An oft-talked-about advantage is that O2O makes full use of the advantages of the Internet, which is not limited by geographical location, has a huge amount of information and huge users, and may also solve the problems of poor geographical location of stores and insufficient passenger flow in business districts.

The location of your store is poor, and there is not enough passenger flow around. But if you do online passenger flow and cultivate word of mouth, car owners who are more than ten kilometers away may come to you to buy things.

At the same time, there is also an opportunity for us to fully tap the communication value of the Internet and turn this communication into sales.

In addition, some third-party O2O e-commerce platforms involve trading, sharing shopping guides and micro-stores.

For example, Meituan, Public Comment, Meitan, Mushroom Street, Today's Headlines, local mainstream BBS, Tik Tok, etc. have considerable passenger flow and can screen out certain accurate customers. In the case of controllable operating costs, such channels cannot be ignored.

In this matter, the research of big materials suggests that we should learn from those drainage experts, such as Shangpin ZJS, Wei Yi Custom, Ou Pai Home, Haolaike, Sophia and so on.

On the one hand, it has a relatively complete online drainage platform and implemented a variety of innovative drainage methods.

On the other hand, it is relatively closely integrated with offline stores, which not only provides online consulting and design services, but also strives to guide online passenger flow to stores.

Pan-home 020, which is beneficial to many parties, is not only far from outdated, but also just started.

It is moving from the enterprise level to the individual level. Even every shopping guide or investment promotion can use online and offline marketing methods to turn itself into an O2O strategic unit and increase business.