Appliances electricity supplier first after the goods popular

"E-commerce is a trend. You can't not love it." Liu Bo, head of marketing for a brand of home appliance manufacturers, said that the company's main products are air-conditioning and other durable appliances, although the company’s e-commerce channel sales compared to the offline The physical channel is still only a fraction, but the company unanimously agrees that the customer's spending habits have undergone fundamental changes.

The sales model quietly changed. “In the past two years, the most common complaints that the company’s sales representatives dispatched to the terminal complained were that consumers are not swiping cards when they try right-succeeding on the spot because they often have to go home and compare prices. In a sense, , the physical store has become an online sales experience shop." Liu Bo said.

But home appliances are different from digital products. For the latter, consumers click the mouse to complete the purchase and wait for the receipt. And after purchasing the goods, customers will also face a series of trivial matters such as warranty, installation, commissioning, and maintenance. Because they worry about online shopping, there will be problems with after-sales service, and many consumers will return after the online price comparison. Store purchase. Liu Bo believes that this is the main reason for the company's e-commerce channel sales accounted for a relatively small proportion, but he believes that this data will be greatly improved within a few years: "After 90, 00 after the habit of online shopping will always buy air-conditioning."

It is because of the rise of e-commerce that some business models for home appliance sales channels are quietly changing. Liu Bo said that traditional home appliance chain supermarkets and home appliance manufacturers have long payment period for goods payment, which is also a common practice in the industry. Diverting funds is equivalent to the long-term use of a large amount of interest-free loan quotas in stores, but the long account period has caused many manufacturers to complain.

Liu Bo told reporters that some powerful big e-commerce platforms even have money in advance. "If I haven't experienced it, I have a hard time believing that, before the peak season of the industry, powerful e-commerce companies like JD.com have to pay for the settlement with us in order to grab the goods, and even pay the goods in advance. This type of cooperation is certainly welcome. ”

Low-priced gimmicks are difficult to cater to Liu Bo's claim that he loves and hates e-commerce. "E-commerce channels are really too sensitive to price! Last year, electricity companies called the so-called wars of a few countries. It was the price that was spelled out, but now the product is homogenous. The price is also very transparent. As a manufacturer, both sides of the online and offline business are pleased and the product pricing strategy is difficult to do.”

Liu Bo said that all powerful brand manufacturers will strictly implement product pricing strategies to ensure that the end product prices are the same. E-commerce channels are sensitive to price, but if they implement the preferential price policy directly on the Internet, they will first disturb their own price system and instigate offline channel agent distribution partners to “mutually change” and lose out. In this context, many manufacturers think of ways to unite the e-commerce platform, pushing a group of manufacturers online shopping special supply, special supply products on the Internet, the price is cheap, but the specific product model is different from the offline channels in the sale of products. "Differentiation is embodied in the faction's magpie reefs.

Liu Bo revealed that the cost of home appliances, especially home appliances, is relatively large, and theoretically there is extremely limited room for profit. Therefore, he personally believes that, except in a few cases, home appliance manufacturers or e-commerce companies are really losing money and earning money, and most of the time, they will still use their brains to reduce the production cost or service cost of online shopping products for special products.

“In order to cater for low prices for some e-commerce vendors, there are manufacturers that reduce functional components or reduce quality to reduce costs. For example, consumers have previously discovered that a brand's network is designed to reduce the wall thickness of pots, such as water heaters bought in physical stores. A certain set of accessory manufacturers that may be required for installation is provided free of charge, and online shopping products have to be purchased for themselves. The difference between physical stores and online stores may just be the price of this set of accessories, Liu Bo said.

Liu Bo believes that these practices cannot last long, and the damage to the brand is even more fatal. However, online shopping channels are now too concerned about making a fuss about price competition, but also make their brand manufacturers at a loss. He hopes that this market can mature soon after several rounds of price warfare, and consumers can see more things through prices more rationally.