Earlier articles about the liquor industry, iron brother electricity supplier of attention by everyone, especially today, to share with appliances white goods industry issues and challenges of the Internet. April 2, Ali announced the establishment of intelligent life division, consolidation Group Lynx Electric City, Ali intelligent cloud, Taobao public to raise three business units, and with the United States in 2015 strategic agreement, known to create a new model for the Internet, in Meanwhile Jingdong “Jingdong help service shop” in the four-tier cities, the Internet means to integrate traditional home appliance sales channels, to seize the home appliance market in rapid logistics, but what kind of model can really transform the current pattern of home appliances it?
Different patterns of black and white appliances
Although black and white appliances belong appliances, but because of their different products and the degree of the Internet, the market structure is different.
Black appliances as the representative of TV entertainment properties due to the heavier, a number of Internet companies have in this competition, aims to build a new TV shopping, and entertainment scene and traffic entrance.
So we see music as Internet companies such as millet have to produce their own brand of TV, and Tencent, Alibaba and other Internet giants have also to cooperate with traditional TV companies. Therefore, the television as the representative on behalf of the black appliances enterprises have non-traditional manufacturing companies a decade ago. Here, iron brother please note that a variety of TV box is an important weapon in the transformation of the Internet company’s traditional manufacturing enterprises.
Compared to incandescent competition black appliances, white goods relatively calm many. Air conditioners, refrigerators penetration few Internet companies to air conditioning, for example, Gree, Midea still occupied most of the country. The reason, on the one hand the threshold of white goods manufacturing is relatively high, such as air conditioning inverter technology can be copied for non-simple; the other Internet companies dialogue Internet appliance transformation has not been adequate attention, scattered voices heard only fragmentation such as refrigerators and automatic identification of food preservation orders, and so on, a lot of talk about soldiers still in the stage of his mouth.
But with the rise of the mobile Internet, intelligent home appliances has become an irreversible trend.
Improved black appliances more sense to improve the user’s entertainment, but to truly improve the quality of life of the user or refrigerators, air conditioners and other white appliances. So we can actually expect the next transformation of the Internet will be more in-depth white appliances.
White appliances Internet-based three docking
Electricity supplier companies to participate in the transformation of the Internet is very easy to fall into white goods sales of misunderstanding, the electricity supplier companies think they hand users and traffic, as long as you can help enterprises to help enterprises to Internet sales as well as transformation of the electricity supplier, Jingdong “Jingdong help service shop “is in this case, through the logistics to cut consumer electronics market.
This is above our analysis of white appliances to bear to improve the user’s quality of life goal is not consistent. Iron brother seems to be white appliances Internet transformation at three levels:
First, data butt
Line sales of home appliances companies sell products under the traditional sales model but no users, there is no product to sell information from the query the user experience and the user’s personalized labels. The electronic business platform users there are massive amounts of data base, you can build a data model based on the user’s information, browsing habits, purchases and other data in order to describe the behavior of the user’s interest in the label, this is clearly based on a clear business goal hobby user behavior.
But only if the platform is large enough electricity supplier, category-wide, multi-user, dimension information so collected was more than enough results close to accurate.
Second, the behavior of the docking
Traditional manufacturing enterprises are often thinking engineers, product engineers design sold by sales staff, in which the user can not participate, only passively accept products.
The electricity supplier is able to analyze the results based on the user’s behavior and interaction in the form of a network, allowing users to participate in the product development process, we also call C2B mode of production. This is the traditional manufacturing enterprises short board is the Internet company’s strengths.
Third, the channel butt
Iron brother why this column in the end, is really think the whole transformation channel butt least, although sales of household electrical appliance enterprises increasingly rely on the Internet to the United States, for example, last year, only two-eleven day trader day cat Sales amounted to 461 million, an increase of 100%. But iron Columbia that because large appliances have been installed in the logistics aspects of the special nature of shipping, it is difficult to accomplish simply by courier, but the needs of enterprises dealers and even customer service team with the terminal. Therefore, iron brother believes appliance industry needs electricity supplier of electronic business platform support traffic requires joint efforts in the areas of logistics and customer service to complete. How to channel the traditional home appliance business lines to be upgraded to accommodate electricity supplier industry is the most important development of the entire work.
Through the above text we can see, the Internet company basically does not establish its own independent white goods brand, but with the traditional white appliance manufacturers to complete in-depth cooperation: cooperation corporate data and Internet business models, and provide marketing platform, traditional manufacturing Enterprises are biased towards manufacturing and upgrading of the entire line under sales channels. Internet-based process is a microcosm of white appliances throughout China Internet sports only.
So the question becomes, what Ali and who better to transform China Jingdong white goods market? I hope you can leave a message to tell the iron brother.