Household appliance companies trapped in the B2C predicament self-built model has been questioned by the industry

“We formally launched our own e-commerce website a year ago. Although there has been rapid growth in performance, this is mainly due to the relatively small target set by the company and the long-term distance from real profit.” An e-commerce executive of an appliance manufacturer who declined to be named admitted in an interview with a reporter from the China Times that due to the relatively small number of views on its own online store, the actual communication effect of the product is also very general. We cannot get too much. financial support.

A large number of home appliance manufacturers who tested water B2C a year ago are facing the problem of unclear positioning.

Troubled positioning blur

As early as ten years ago, due to reluctance to tolerate Suning and Gome’s gradual establishment of the status of rivers and lakes through the capital scale and advantages of opening stores and to increase the “squeezing” of upstream suppliers, Gree, Haier, and the United States were the first to start the “Three Powers”. Your own channel layout. These efforts also led to a declining trend in the sales ratio of more brand manufacturers in Gome and Suning.

When Suning and Gome began to force online shopping, traditional manufacturers began to test B2C.

A year ago, TCL and Galanz launched their B2C direct sales websites almost at the same time, integrating various products of the company's sales, but they did not allow their websites to achieve substantial breakthroughs in a year.

The relevant person in charge of the TCL Group said in an interview with the China Times reporter that our shopping platform is more about displaying their products, not for the purpose of sales and profit. “In the past, our official website was just a product line model. The simple list of parameters and parameters will now focus more on the user’s click-and-watch experience.” In addition, self-built online shopping is “based on the need for diversified channels and to meet the needs of segmented consumers”.

"However, the sources of online sales channels such as Jingdong Mall and Taobao Mall are circulated from this channel of the website. There are very few customers who actually order from the official website." The person in charge told the reporter.

Manufacturers targeting the online mall to sales channels are still struggling in the "promotion stage."

The responsible person of Chigo Air-Conditioner told the “China Times” reporter that because the current Chigo Mall is still in the promotion stage, everything is carried out according to a predetermined plan, and the expected goal is reached. “The sales target is temporarily inconvenient, and the company’s positioning is to build 'Chigo Mall'. The nation's largest air-conditioning professional online shopping brand is now sold both on-line and on display.”

A senior Galanz e-commerce reporter told reporters that there are a lot of online shopping platforms. Our original plan was full-network marketing, not only display, but also to do well on third-party platforms, but also on their own platform. However, the development of an independent site requires a process. Jingdong Mall has already achieved a scale of 10 billion yuan that has not yet achieved profitability. What can be revealed is that orders have been steadily increasing.

Although brands such as Chigo and Galanz still have a long way to go before they can achieve profitability, Haier, which has already made achievements in its own channels, is still selling more chips on its online sales channels.

Recently, Haier announced that Haier Electric's wholly-owned subsidiary Qingdao Xinri Daily Logistics Service Co., Ltd. has signed a contractual contract with Haier Group and Haier Group Electronic Commerce Co., Ltd. (target company). Qingdao Xinri Rishun will acquire the target company. Relevant rights such as actual control and income rights of operations and management.

Self-built model has been questioned by the industry

Peng Liang, the vice president of Kuba.com, analyzed the “Huaxia Shibao” reporter. At present, there are mainly two modes for home appliance manufacturers’ online sales platforms. One is to sell products on their official website, and the other is to establish a similar “full-time electrical appliance network”. This kind of online integrated sales platform, the latter is a professional home appliance B2C website jointly established by the Haier Group’s electrical channel distributors and Japanese home appliance chain Wuhan Industry and Trade.

"Frankly speaking, we are not very optimistic about these two models. If it is the company's self-built site for sales, its category is relatively simple, from the Kuba network browsing and sales data show that a consumer to buy a brand The possibility of a full range of products is very small, so it is very difficult for a single brand to support its network sales operation costs,” Peng Liang told reporters. “The full-time electrical appliance network has a close relationship with the Haier Group when its sales reach a certain level. The scale may face the risk of being out of stock by competitors, and the manufacturer’s self-built platform may be dominated by display products for a long time to come.”

As for what direction the online mall should develop in the end, an e-commerce executive from a home appliance manufacturer who declined to be named told reporters that the company has not yet clearly positioned itself.

The executive further stated that after the company’s website was operating for some time, it found that the web design was not ideal. “The effect of user experience is not obvious. There are still many problems in the website architecture. Now we are considering the issue of revision, and we must improve after the revision. The user experience and the user's conversion rate. Another flaw is the input problem. We can only get 'appropriate input' instead of 'a lot of investment', which makes the promotion effect not reach the desired effect, and the goal is not It may be set high, and many distributions require the support of branches around the country. There is also some resistance in this area."

Compared with the small investments made by manufacturers, the traditional big chains, Suning and Gome, see e-commerce as a revolution.

According to Suning's previously disclosed data, in 2010, Suning Tesco’s sales revenue was 2 billion yuan. In the first quarter of this year, it achieved a sales revenue of 1.29 billion yuan. The overall sales target for this year was 8 billion yuan, and it strived to exceed 10 billion yuan.

Gome e-commerce's goal is "to achieve 10% of the entire group sales within two to three years, while occupying 20% ​​of the overall online sales of home appliances", and its "brother" Kuba network this year's sales target is also locked at 1.5 billion -20 100 million yuan.

A home appliance industry source told reporters that the cost of e-commerce promotion is not something that ordinary home appliance companies can imagine and support. “For example, the website of 'hao123', the cost of a link on a page, rose within a quarter. 50%, the cost of the third quarter reached more than 1.2 million yuan, the manufacturer's website should be more to support the sales and display of its products, and should not focus on selling products, it is likely to make the company not locate Clearness, which ultimately leads to unsatisfactory websites and products."