Liang Sedong: O2O mode - the trap of coating e-commerce?

China Coatings Network
News: Speaking of
paint
e-commerce, many industry insiders will be the first time to respond to a brand of Tmall Mall flagship store, JD.com flagship store, such as B2C e-commerce model, yes, the traditional we understand e-commerce, is between merchants and end-consumers using network channels to establish a commercial sales activities. To China's largest e-commerce platform Tmall, the current dozens of paint flagship stores, are
paint brand
of the holding enterprises to form a team to self-employment, to sell to home users as the target group, mostly for the inner wall
latex paint
,
wood paint
and other retail products. Although attention, in fact,
coating enterprises
for e-commerce concept is still vague, from 2012 to 2014 this three-year period, the vast majority of paint enterprises are unable to achieve the goal of e-commerce. General sales are poor, market attention is not high, dealers complain, losses are serious, and this phenomenon is likely to continue. " O2O may be the best model for achieving coating e-commerce!! "A lot of paint people are shouting slogans of confidence. Indeed, O2O is a very consistent with the model of coating e-commerce, online flagship store to do experience, display, promotion, the order to dealers around, by dealers to provide services for consumers, solve logistics, color adjustment, construction and other headaches, but also to solve the enterprise, distributors, distributors and other benefits of sharing. But is it really
? Must be, you see the floor, bathroom and even furniture are relying on O2O and get great success, paint must be copied, don't rush to a conclusion, personally think O2O for paint e-commerce, is another pit. Because most paint brands are lack of retail attributes, not relying on terminal retail to survive, this genetic attribute from the late 1990s to today, has not changed, only a small part of the paint brand is for terminal retail, most of them around engineering, lacquer, decoration companies to carry out, this situation will continue, in the short term will not change. Therefore, no matter what kind of e-commerce model, if or take for granted their own brand, products are considered to be facing the end consumer, a certain period of time will continue to lose money, no good results, e-commerce a channel, can not change the brand's attributes, at least not at present. Belongs to the consumer's paint brand is few, especially the current group of e-commerce online shopping is 85-90, for non-targeting their brand, they are not familiar with the brand, your brand image is beautiful, spokesman again handsome, product technology again, it is difficult Get their recognition, and most paint companies are not good at building retail brands, of course, there are still some paint brands have strong retail properties, O2O model for them, must be the icing on the cake, but most paint companies in the short term or not to learn.
since this model does not work, that method does not work, is the paint e-commerce solution? Can only watch other categories play better? Xiaomi mobile phone father Lei Jun once said: people can not push stones to the mountains, this will be very tired, and will be the mountain at any time falling stones to hit down. To do, climb to the top of the mountain and kick a stone down. Will you feel something after reading this sentence? Homeopathic for individuals and even enterprises, industries are needed, each industry has its own particularity, can learn the experience of successful categories, can not completely copy other categories of successful methods, Mr. Qi Baishi said: learn my life, like my death. Since most companies in the paint industry are not masters of retail terminals, nor do they survive on retail, why not use their expertise - b2b channels? For decades, paint enterprises to open up and maintain b2b channels are almost a master, but also an important way to get rich, home paint and home furnishings company cooperation, furniture paint and furniture factory cooperation,
exterior paint
and real estate developers, such as cooperation, this series of commercial cooperation will not be because of "Internet thinking" and subversion, on the contrary, will promote close cooperation. E-commerce is not just for B2C retail, it can also be applied to B2B. Now there are some coating enterprises aware of their strengths and market pain points, vigorously develop B2B e-commerce, or the use of B2B e-commerce platform (e.g. Alibaba, etc.), or self-expansion channels (renovation of sales-oriented official website, search engine promotion, micro-marketing). For example, a focus on the exterior wall of the paint brand to create the official website, different from the general official website, in the brand display, product experience has a strong Internet thinking - the brand main stone paint-type exterior wall products, from the real stone paint, market demand, manufacturing standards, construction technology and other aspects of multi-dimensional display and introduction, and for developers, distributors Designers, media, etc. have done different entrances, display content is not the same, the entire official website like a real stone paint encyclopedia, to "guest"-based, to meet the needs of various groups, and through a number of promotional platforms to promote, so that the daily flow of the official website has been in the paint industry's high standards, good content so that sales conversion rate also raised to very high. It is reported that the brand is fully needle B2B mode of e-commerce team only 4 people, responsibilities are divided into content manufacturing, web design, promotional streaming and customer service communication.
to find their own e-commerce model, is the important work of each coating e-commerce decision-makers, to avoid short, maximize their own advantages and grasp the overall trend, because choice is often more important than efforts.