Since September, the household appliances industry has focused its attention on Skyworth into the China National Football World Cup qualifier. Judging from the two games against South Korea and Iran, the national football team has performed well and fans have shown different attitudes. Therefore, for the sponsor Skyworth Group, the national football brand sponsorship can be said to be “value for moneyâ€. However, many people do not know that, in spite of its reputation for sponsoring the national football team, Skyworth’s ongoing operation, O2O Direct Store, may be changing the foundation of the traditional channel model for Chinese household appliances.
Since the start of July 2016 in Taiyuan, Shanxi Province and Xinxiang, Henan Province, Skyworth Caravans have now sailed through Xi'an, Shijiazhuang, Xingtai, Nanchong, Zhangzhou, Baoding, Chongqing, Kunming, Hengshui, Guiyang, Hohhot, Harbin, and Kaili. In the city, the Skyworth caravan has already left for 2 months, and it has about half of the journey to finish the caravan tour of 47 cities in the country.
According to Skyworth e-commerce executives, the new round of channel revolution is an O2O community store. After 6 years of exploration and precipitation, Skyworth has accumulated rich experience in operating home appliance community stores. As a pioneer in the community appliance channel, Skyworth hopes to have O2O. The directly operated shop makes a service outlet that flies to the user.
Traditional home appliance malls are struggling
O2O believes that those who are familiar with home appliances, Internet, and technology industries will not be unfamiliar with this term. Alibaba, Suning, Gome, Jingdong, Skyworth, Haier and Midea, these home appliance manufacturers and retailers currently have O2O projects. Consumer electronics retailers will not discuss in detail. Haier is a customized Internet model among home appliance manufacturers. Midea is a smart home-based white electricity ecosystem.
Among home-made household appliance manufacturers, Skyworth is the only brand that builds its own O2O direct store as an important bastion. In recent years, the Internet wave has invaded many home appliance manufacturers in the past relying on Suning, Gome and Dachao, and now relying on big electricity providers such as Ali, Suning, and Jingdong. Even if the official e-commerce channel is built on its own, because of the lack of online operating experience, the new channel management results are not satisfactory.
First of all, let's take a look at the status quo of physical stores and supermarkets. On August 27, 2016, Qingdao Sunshine Store was closed; on August 31, Parkson Shopping Center, Vientiane City, Chongqing was closed; on September 1, Dalian Jiuguang Department Store was closed. Without the flow of people, the core value of the department store shopping mall is diverging. These large shopping malls are obviously not likely to enter the residents' community. Residents enjoy convenient channels for accessing the Internet at home and they will not frequently go to malls that are too far away from home.
On September 5, China Academy of Social Sciences’ Financial Strategy Research Institute and Social Sciences Literature Publishing House released the “Circulation Blue Book: China Business Development Report (2016~2017)â€, pointing out that in the next five years, one-third of China’s commodity trading market will be One-third of the phase-out will be transformed into an experience-based shopping mall with a mix of zero and one, and one-third will be successfully connected online and offline, which is commonly known as “O2Oâ€.
E-commerce shocks, rents, physical appliance stores are also hobbled. In the home appliance distribution mode where the traditional level goes down, all levels of merchants still increase their prices on a layer by layer basis in order to ensure their profits. These fare increases are ultimately paid by consumers. However, under the prevailing e-commerce shopping lifestyle, consumers can no longer choose to pay for physical businesses. Therefore, this traditional model for home appliance companies, it is difficult to have great development and growth contribution.
Suction stone, value increase
Looking back at Skyworth's O2O Direct Store, the business model of direct connection between this type of company and its directly-operated shop owners is a challenge for businesses and businesses. Because in the past, home appliance companies only needed to control the largest distributors of that level, as well as those vendors that had direct contact with consumers. In the past, companies did not have much energy to maintain.
Therefore, the O2O Direct Store, on the surface, is a physical store for sellers, but in reality it is like a gold stone that spreads across the country. At present, Skyworth's O2O outlet stores have opened more than 3,000 stores nationwide, and there may be tens of thousands in the future. With so many direct-operated stores, 24 hours a day and 365 days across the country, Skyworth’s front-end and back-end staff can be busy with this workload and coverage.
It can be said that Skyworth is giving himself a dose of potion, it is also giving the home appliance industry a huge dose of drugs, and will upgrade the level of the nearest store to the entire group and the company’s core business values. This means that home appliance companies and their own past mode of rejection.
This medicine is so strong that you have to get it!
Judging from the current operating situation of the entity's home appliance stores, this medicine is a powerful drug, and Skyworth has to get under it. It has to go under it. In the home appliance market, especially in the color TV category, young people do not have enough demand for televisions, but the supply of companies is very large. Buy domestic or buy foreign investment, buy old brands or buy Internet TV brands, buy LCD TVs or buy OLED TVs, consumers have more than double the choice of a decade ago.
The reason why physical shopping malls closed stores, there is no popularity, there is no business, rent rises, make ends meet is only part of the reason, but the key is that physical stores are accustomed to enjoy the dividends of people coming and going, do not do a deeper user bond sales philosophy.
Skyworth this time put the caravan activities of 47 cities across the country into the doorsteps of Chinese consumers and into the door of the residents' community. This shows that the home appliance companies have realized the defects of the traditional sales model: they cannot resonate with the users.
In many second- and third-tier cities, young people may be the future, but young people are not the main force in current home appliance sales. Skyworth's sponsorship of the National Football Team may be to attract young people and prepare for the future's main consumer groups. However, in the current environment where physical appliance stores are sluggish and household appliance companies break through difficulties, ensuring sustainable corporate profits and profitability is a top priority.
The future is very important, but if you want to see the future, you must first do a solid job and be firm now. More than 3,000 Skyworth O2O direct-operated stores can become a textbook case for channel transformation and transformation of home appliance companies. Time will give answers.
But for many home appliance dealers in second and third-tier cities who are struggling with rising rents and sluggish sales, the tide of department stores and supermarket stores does not mean that physical stores have been deadlocked, and companies still believe that O2O-style Channel innovation is an opportunity for the physical store to rejuvenate.
In the eyes of the household appliance industry, every crisis will give birth to new hopes. Being an O2O direct-operated store is an idea of ​​Skyworth, and it is not ruled out that there will be more home appliance vendors, home appliance distributors, and home appliance companies joining in the exploration. In the past, this has nothing to do with commercial competition because it is only by seeking exports together rather than fighting for each other that we can avoid detours or even go wrong.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
According to Skyworth e-commerce executives, the new round of channel revolution is an O2O community store. After 6 years of exploration and precipitation, Skyworth has accumulated rich experience in operating home appliance community stores. As a pioneer in the community appliance channel, Skyworth hopes to have O2O. The directly operated shop makes a service outlet that flies to the user.
Traditional home appliance malls are struggling
O2O believes that those who are familiar with home appliances, Internet, and technology industries will not be unfamiliar with this term. Alibaba, Suning, Gome, Jingdong, Skyworth, Haier and Midea, these home appliance manufacturers and retailers currently have O2O projects. Consumer electronics retailers will not discuss in detail. Haier is a customized Internet model among home appliance manufacturers. Midea is a smart home-based white electricity ecosystem.
First of all, let's take a look at the status quo of physical stores and supermarkets. On August 27, 2016, Qingdao Sunshine Store was closed; on August 31, Parkson Shopping Center, Vientiane City, Chongqing was closed; on September 1, Dalian Jiuguang Department Store was closed. Without the flow of people, the core value of the department store shopping mall is diverging. These large shopping malls are obviously not likely to enter the residents' community. Residents enjoy convenient channels for accessing the Internet at home and they will not frequently go to malls that are too far away from home.
On September 5, China Academy of Social Sciences’ Financial Strategy Research Institute and Social Sciences Literature Publishing House released the “Circulation Blue Book: China Business Development Report (2016~2017)â€, pointing out that in the next five years, one-third of China’s commodity trading market will be One-third of the phase-out will be transformed into an experience-based shopping mall with a mix of zero and one, and one-third will be successfully connected online and offline, which is commonly known as “O2Oâ€.
E-commerce shocks, rents, physical appliance stores are also hobbled. In the home appliance distribution mode where the traditional level goes down, all levels of merchants still increase their prices on a layer by layer basis in order to ensure their profits. These fare increases are ultimately paid by consumers. However, under the prevailing e-commerce shopping lifestyle, consumers can no longer choose to pay for physical businesses. Therefore, this traditional model for home appliance companies, it is difficult to have great development and growth contribution.
Suction stone, value increase
Looking back at Skyworth's O2O Direct Store, the business model of direct connection between this type of company and its directly-operated shop owners is a challenge for businesses and businesses. Because in the past, home appliance companies only needed to control the largest distributors of that level, as well as those vendors that had direct contact with consumers. In the past, companies did not have much energy to maintain.
It can be said that Skyworth is giving himself a dose of potion, it is also giving the home appliance industry a huge dose of drugs, and will upgrade the level of the nearest store to the entire group and the company’s core business values. This means that home appliance companies and their own past mode of rejection.
This medicine is so strong that you have to get it!
Judging from the current operating situation of the entity's home appliance stores, this medicine is a powerful drug, and Skyworth has to get under it. It has to go under it. In the home appliance market, especially in the color TV category, young people do not have enough demand for televisions, but the supply of companies is very large. Buy domestic or buy foreign investment, buy old brands or buy Internet TV brands, buy LCD TVs or buy OLED TVs, consumers have more than double the choice of a decade ago.
The reason why physical shopping malls closed stores, there is no popularity, there is no business, rent rises, make ends meet is only part of the reason, but the key is that physical stores are accustomed to enjoy the dividends of people coming and going, do not do a deeper user bond sales philosophy.
Skyworth this time put the caravan activities of 47 cities across the country into the doorsteps of Chinese consumers and into the door of the residents' community. This shows that the home appliance companies have realized the defects of the traditional sales model: they cannot resonate with the users.
The future is very beautiful and the moment is very cruel
In many second- and third-tier cities, young people may be the future, but young people are not the main force in current home appliance sales. Skyworth's sponsorship of the National Football Team may be to attract young people and prepare for the future's main consumer groups. However, in the current environment where physical appliance stores are sluggish and household appliance companies break through difficulties, ensuring sustainable corporate profits and profitability is a top priority.
The future is very important, but if you want to see the future, you must first do a solid job and be firm now. More than 3,000 Skyworth O2O direct-operated stores can become a textbook case for channel transformation and transformation of home appliance companies. Time will give answers.
But for many home appliance dealers in second and third-tier cities who are struggling with rising rents and sluggish sales, the tide of department stores and supermarket stores does not mean that physical stores have been deadlocked, and companies still believe that O2O-style Channel innovation is an opportunity for the physical store to rejuvenate.
In the eyes of the household appliance industry, every crisis will give birth to new hopes. Being an O2O direct-operated store is an idea of ​​Skyworth, and it is not ruled out that there will be more home appliance vendors, home appliance distributors, and home appliance companies joining in the exploration. In the past, this has nothing to do with commercial competition because it is only by seeking exports together rather than fighting for each other that we can avoid detours or even go wrong.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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