At the 22nd Longjia Furniture Exhibition, there is a special booth: a door, a screen, a front desk, which is inlaid with “Zhongpinjiabo†and its logo, “China Brand Home Network Expo Direct Center†and website. , in addition, there are only computers, full-fledged staff and customers who are browsing the website of Zhongpinjiabo.
The staff is introducing to the merchants: this is the home industry e-commerce platform, online home Expo direct sales center, new home marketing channels... At the same time, the computer screen shows the various functions and width products of Zhongpinjiabo. These are enough to make people stay in the booth for a long time and Lenovo. The author introduced the chairman of Zhongpin Jiabo, Mr. Qian Kun, through the introduction of the staff, and was fortunate to have a detailed communication. The process is worth sharing with everyone:
Chairman, why do you want to transform into a new field from the traditional industry?
Simply put, the situation is forced. This question is long. After the financial crisis, the competition in the sales market of household (furniture) products became more and more fierce. The export was hindered to domestic sales, the appreciation of the renminbi, and the rising prices caused the product cost to increase. However, the sales price of the products could not be raised simultaneously, and the profits were increasingly lower. Many companies invest in product development and brand packaging in order to survive. As the market matures from saturation to maturity, dealer fees continue to rise, especially as store rents rise linearly (accounting for 20-30% of sales), forcing dealers to continue to choose cost-effective branded products. Regardless of whether the manufacturer or the dealer is almost in a state of utter disappointment, I feel that the development of the industry has reached its peak! Is this the case? No! There are 400 million households in China, and there are still many families without decent furniture, but they can’t afford it. The market price of some brand products is 3 times 4 times 5 times or even higher than the ex-factory price. This is obviously a problem in the industry marketing channel, in a bottleneck state, and needs innovative breakthroughs to find a way to continue the healthy development of the industry marketing field.
After our observation and analysis, all industries are constantly reforming and innovating in order to break through the bottleneck, such as: home appliances, electronics, digital, clothing, tourism, etc., they can find a new direction. Isn't the home industry not? Maybe not! We think about whether we can fully integrate the use of Internet resources and industry resources to create a new marketing channel for the industry. We use this issue as a project to study and analyze. After half a year of research and analysis, the three-dimensional marketing model of the home industry - a new marketing channel: "Zhongpin Jiabo" e-commerce platform was born! From then on, it entered a new field...
Chairman, can you introduce the "Zhongpinjiabo" platform?
Zhongpin Jiabo is an e-commerce platform for the home furnishing industry. Chinese branded home furnishing products are gathered here to display, promote, sell and serve online. It is a combination of traditional business model and e-commerce - a new three-dimensional marketing model.
It makes full use of relevant industry resources, follows market rules, and regulates leading home businesses to invest low-investment and quickly enter high-efficiency Internet marketing. Because it is the only mode to realize the integration of production, channels and services, it can simultaneously give production enterprises (zero investment, simple, safe, and fast occupation of terminal blank market), dealers (low investment, zero risk, high efficiency, have more brands) Commodities increase the turnover rate) and the end consumers (easy to choose at home and cheap goods at home) all bring benefits - a win-win situation.
Once the platform was launched, it was highly praised and strongly supported by the local government, the China National Association, and the Guangdong Family Association. At the same time, it was praised by the industry and joined the company. Up to now, more than 200 companies have settled in and thousands of dealers have joined.
Chairman, why do you spend such a large capital research and development platform instead of choosing a small investment to build your own business?
Hahaha, the problem is sharp! Our project has already been considered in the process of analysis and argumentation. To put it simply, the platform is open, and it is to maximize the benefits of the industry by integrating industry resources and application industry resources. If a company builds a website and then promotes it to bring benefits, its investment and return rate are not abnormal, and the feasibility is relatively small. Many companies have their own websites. It is difficult to be effective because there is no promotion or improper path. Although there are already successful cases, such as: IKEA, Qumei, and Gujia, the cost they pay is not a general enterprise. Able to afford. Nowadays, many companies are trying to take this road (self-built b2c website), and there is also a problem of large promotion costs. Therefore, it is difficult to say whether it can continue to go on. In the project discussion, we think so: traditional marketing relies on channels (it is scale advantage), independent small stores cost, and the Internet is the same. All of us feel that we can build an industry e-commerce platform, so that more enterprises can easily enter at low cost. The platform, sharing the benefits brought by the integration advantages of the industry platform resources, is what we want to do.
Chairman of the Board of Directors, many industry insiders believe that there are several problems in the online trading of home products. How do you think about it: 1. price competition; 2. poor credit; 3. service is not home; 4. can't experience;
First, commodity prices are very important issues in the marketing field. First, we must determine the market price of the products based on the brand value and determine the online sales price of the products. The specialty store (market) is mainly based on the new series of products. The online is mainly based on all the old products. The online promotion is mainly for brand promotion and promotion activities, and the offline is mainly for sales experience services. The use of brand misplacement, product misplacement methods to avoid price competition. If large enterprises can adopt the lease method to settle in the platform, completely control the market independently, conduct business management according to regional division, divide online sales to regional distributors, and solve service problems at the same time, so there is no price conflict at all.
Second, the issue of integrity is also the key, especially online shopping. Why we are positioning “Chinese brand home†is to take the brand route. All corporate brands that are stationed must be standardized, honest, quality-assured, and able to take responsibility together, otherwise we will not accept them. We put an end to the sale of dog meat and do not accept unlicensed, untested, non-standard OEM products. Our cooperation with the Agricultural Bank of China is to solve the problem of honesty payment; our cooperation with China Search is to solve the problems of network technology, promotion, security and stability; our actions have received strong support and assistance from local governments and family associations. Integrity is the responsibility we always maintain, and we will work hard to shoulder this responsibility.
Third, in order to solve the service, we have integrated the quality distributors of the national home brands into our standard service stations, and serve customers according to the company's standardized service processes to solve and meet the needs of customers.
Fourth, experience, seeing goods is a traditional buying habit, and people's consumption habits are constantly changing with the development of society. For example, in the past, when you buy a house, you have to wait until the house is repaired. After the reform and opening up, Business ideas have changed the way of doing business, that is, pre-scheduled sales through models, and large amounts of transactions are underway. I am convinced that such habits will change, not to mention that some physical stores can experience.
The above topics are all questions that everyone is discussing. I did not expect that it is not a problem at all. The chairman of the board, for the enterprise, is more concerned about what e-commerce can bring to the enterprise? How can a home-producing enterprise quickly enter the e-commerce field?
E-commerce is a relatively wide-ranging field. Generally speaking, it is the use of the Internet to do business. So what do you do? First, choose the appropriate e-commerce platform and channel path according to the actual situation of the enterprise. For example, some companies use Alibaba, Global Sources, China Manufacturing, etc. (b2b) to find foreign customers, some use company websites to promote corporate awareness, some in Taobao (c2c) to open stores to sell products, some self-built b2c mall to sell Products, some in the industry portal (b2b) for promotion, some to join the group purchase promotion, and some to join the Chinese product Jiabo and so on. These are all in the field of e-commerce. Its value is reflected in: information release, promotion, promotion, finding customers, customer search, sales, service, finding and using information to guide business management.
However, in terms of input and return, of course, the standard vertical industry platform is preferred. Its characteristics are: concentration, professionalism, integrity, standardization, and service landing. Its advantages are: direct, fast, low-cost, high-efficiency. It enables enterprises to take market informationization as the guide and use the three-dimensional marketing model to occupy the market and expand sales. Adopt scientific management methods to control the initiative of management.
Chairman, you are a traditional entrepreneur. It is not easy to understand e-commerce so thoroughly! Is it too troublesome for enterprises to do e-commerce?
If the company independently builds the website, operates independently, maintains it independently, and promotes it independently, it is of course troublesome and the investment is quite large, and its effect is not necessarily ideal. If you join the industry platform, it is relatively simple, and the investment is quite small, and its effect should be continuously demonstrated with the development of the platform.
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