Appliances e-commerce set off a wave of "all people's micro-commerce"

Yesterday, the Haier micro-business platform was formally launched. Prior to this, Haier had announced that it would recruit at least 30,000 founders and complete the layout of 30,000 micro-stores in two weeks, making it a new sales channel for Haier. It is understood that these 30,000 are based on personal online micro-stores, as long as through the mobile phone number, ID number and other information are eligible to apply for Haier micro shop after the completion of the passenger, once obtained micro shop qualification certification, will receive More competitive product prices and sales commissions of at least 2% below the line.

Home Appliances Circle Set off "Democracy for All People"

It is understood that the force of "national micro-business" to seize the mobile power business opportunities for household electrical appliances companies more than Haier. As early as March of this year, Midea Group launched the "Partner" program to allow consumers to participate in product promotion. Both ordinary consumers and US dealers, or non-US distributors, can apply to join the "Partner" program. Sales of the United States series of home appliances can get the appropriate commissions and rebates. Zhigao Air-conditioner, on the other hand, launched the “Fortune Bao” APP, which allows individuals and units to join in and become a salesperson for Chigo Air Conditioning.

In addition, the two major home appliance giants have also eyeed the WeChat circle of friends. At the GOME 2014 financial report resolution meeting in March, the president of Gome, Wang Junzhou, gave Gome Online a military order of “three years of compound growth of 100%” and stated that the core lies in the employee micro store. At present, Gome has piloted the micro-shop model in Xi'an and Xiamen. More than 10,000 employees have already opened the Gome Micro Store, which is expected to grow to 100,000 this year. The specific model is that employees set up micro-stores in Gome Micro Store APP or WeChat Mall. 60% to 70% of products in micro-stores are required hot products stipulated by the company, and commissions and offline sales of employees selling products on micro-stores The store is basically the same. Suning also promoted employees to open micro stores to promote sales. According to the person in charge of Suning Cloud Business, the Suning Weidian function is currently open only to internal employees, and more than 50% of Suning employees have opened micro-stores.

Micro shop mostly spreads and drains

In the case of weak overall sales in the industry, sales of home appliances on the mobile side have performed well. Gome's 2014 financial report released shows that the number of new subscribers of Gome last year increased by 97.2% year-on-year, and the amount of mobile transactions has accounted for 19.4% of total online transactions, of which the proportion in the fourth quarter reached 35.1%. In 2014, Suning’s total number of mobile orders increased to 32%. Ovid Cloud Network (AVC) data shows that in 2014, the growth rate of home network purchases reached 47.6%, and it is expected that it will continue to grow rapidly in 2015. This, to a certain extent, forms a huge space for the offline channel to squeeze.

The good momentum of the mobile terminal has brought hope for the home appliance companies to break the sales bottleneck, but at present, the role of the micro-store still remains in the brand communication and user diversion. Haier said that the core of Haier's micro-store establishment is to strengthen the viscosity with the user's quality, through 30,000 micro-stores to carry out brand socialization, rather than only make sales channels, of course, cargo, logistics, after-sales service They are also provided by the manufacturers. The owner is only responsible for selling products to his acquaintances. There is no docking of third-party platforms and channels. The micro-store has also become a tool for corporate advertising display and information exchange. Gome Suning defined the micro-store as a link between the online and offline links. By clicking on the micro-shop, online traffic increased, and the product was still selected from the existing e-commerce platform.

It is difficult for micro-stores to instigate traditional channels

However, home appliance companies try their own "full-scale micro-business", for example, aside from the current line of channel providers and online e-commerce, to establish a sales platform controlled by the company itself. Products from sales to distribution to service are all handed over by companies through resource integration, and channel providers have become empty shells. When the cake is seen to be snatched away, can channel providers not be in a hurry? However, industry insiders said that at present, micro-stores only play a more promotional role. They form an interactive relationship with offline channels and online e-commerce platforms. It is also difficult to replace third-party channel providers such as e-commerce and distributors. Instead, they will Traffic growth helps. At the same time, we must also force a large number of traditional offline dealers to transform their models and transform themselves. In the end, a large number of home appliance distributors have turned from past retailer functions into comprehensive logistics distribution, on-site installation, and maintenance service providers.