A lot of builders complain about the market, and that's what sounds like. They don't have a good head, they decide the way out, they change their business patterns, they play local domestic electricians
Looking at the data, the china building materials home industry development report shows that the chinese construction materials home industry market reached 372. 429 billion yuan in 2013 and is expected to reach 40. 7 billion yuan in 2014. Among these, the market size of 9-10 of the more than 60 categories of building materials has reached hundreds of millions of people。
But it is true that the days of construction-material dealers have been difficult, and the markets have been too good and easy to make money, and the stores have thought they were the best in the world, and they are so happy that they are required to do what they are required to do, for example, pay millions of bonds, have to pay high advertising fees, etc., or even be tied to the malls in an expanding “war truck” and then fall into a round and round, which is why, after the previous red star and america’s kailong crisis, the industry almost rebuffed or called。
In all cases, the homeowners of the building materials are looking for a way out, and they do not want to send people under the fence to be slaughtered at the mall, which prevents the o2o model from rapidly rising. In itself, the inability of traditional electric operators to fulfil the characteristics of domestic non-scheduled products compared to the display of traditional stores has also determined that most building furniture cannot be delivered directly to consumers, but must rely on consumer scenes and experiences。
So the traditional “nate” model of the home market (or the “turbage market” or the “furniture docks” more accurately) is moving away, the original marketing and service concept of the business is not suited to the current market environment, and, together with the fragmentation of the channels, has made the market function from sales to displays, while the business has made it necessary to expand the distribution channels through the o2o model。
Building materials homemakers, as part of the community involved in household clothing, do not have a direct influence on the sales of designers and construction, but only on the value of each other, and in the process of being consolidated to provide overall renovation services to users, need to exercise influence over the refurbishment of platforms or owners through branding, market behaviour, etc., to make consumption more visible。
Of course, this is not enough for building materials dealers, after all, branding is the business of manufacturers. As a result, more distributors have been able to obtain a centralized sales portal by buying their own websites, for example, by refurbishing the internet (the original web of assembly), so as to “on-line convulsions and experience sales services online”. Home-based o2os focus both on pre-transactions and on after-sale services, which form a closed service ring, while they gain a negotiated premium through a build-up of sales to save their clients from procurement costs。
However, such websites mainly address the needs of packing and repair owners, who, for sale, also need to work with the refurbished platform o2o, such as the director-general's intermediary platform, which is light and can reduce the user's economic cost of refurbishing, and the third-generation renovation model, which i would like to refurbish, which will require some operational capability。
The traditional home malls are open only to customers, rent only, rent only not officers, distributors are tired of it; online exploration of stores such as the red star and kaylon has not improved, and the sale of o2o seems more urgent. It is fundamental that the business model of the mobile internet era is based on a mutually beneficial win-win pattern, and that non-compliance with the rules of the game can only be eliminated。
Author: mufung, social marketing and o2o researcher, founder of internet lip interactive brand marketing agency, editor of socialized media marketing weekly, specialist reviewer of the new kyoto and the securities daily, focusing on the socialized media marketing research and practice of the brands, with rules for china-style marketing, weibo@mufingmufengbrand
Responsible editor: zhang dei
