Sanitary companies must correctly understand the relationship between e-commerce and store business

Uncertain market conditions, coupled with the impact of e-commerce, bathroom sales have shown a downward trend in sales, is not a blessing, is a misfortune to hide, however, seeing profit is diluted, and bathroom companies will not be transformed really late. Fortunately, e-commerce did not imagine "overbearing", if the bathroom companies to use O2O properly, the contradiction between e-commerce and shop operators can be resolved.

Bathroom benefits are diluted

In recent years, whether it is a new house or a second-hand housing market, the volume of transactions has fallen from before, and the heat of the home building materials industry such as sanitary ware has also declined. According to media reports, after China’s property market emerged strong performance in 2013, the real estate market started its downturn in 2014. In the first four months of 2014, residential sales area decreased 8.6% year-on-year (in 2013, it was a 17.5% year-on-year increase), sales decreased 9.9% year-on-year (a year-on-year increase of 26.6% in 2013), and new home starts fell 24.5% year-on-year (2013 For the year-on-year increase of 11.6%). The gradual decline in the property market has caused the sanitary ware industry, which is one of the real estate market, to be implicated, and some sanitary ware companies have been trapped in operating difficulties.

Another reason that sanitary companies have been hit is the rapid development of e-commerce. In the past decade, e-commerce has developed rapidly. Some sanitary ware companies have also explored the e-commerce sector, which has shifted the sales of sanitary wares from offline to online. At the same time, some traditional entity sanitary ware companies have also set up their own online malls to gradually Transferred to the line, the bathroom store has become an online shopping mall experience center, resulting in the interests of the entity stores are constantly diluted, the difficulty of the offline entity business is growing.

Bathroom O2O mode how to resolve?

In recent years, the new O2O model has attracted the attention of the business community, and more and more traditional sanitary ware companies have begun to explore the O2O model. We hope that through this model, enterprises can transform their e-commerce businesses and gain new development while ensuring the benefits of stores. opportunity. However, despite the substantial impact of physical stores in recent years, physical stores still play an important role in the transition of sanitary companies to O2O. On the one hand, consumers want to see the truth, physical stores can meet this demand of consumers. On the other hand, stores address product distribution issues. Bathroom products are often large in size. If they are transported over long distances, they can easily cause damage to the products. High freight rates can greatly increase consumer shopping costs. Entity stores can meet product delivery services and improve consumers' shopping experience.

Therefore, in the process of O2O bathroom companies, balancing online and offline relationships is the key to the development of the company. It is necessary to use the convenience of the online platform and let the physical stores play their advantages, create an integrated marketing model, and increase brand efficiency. Specifically, the solution to the problem of online and offline balances is to develop online and offline as a whole, to divide the work within the company based on industry characteristics and consumer behavior, and to change the online and offline competitive relationship into mutually supportive operations. .

In general, balancing the relationship between online and offline, and formulating a corresponding e-commerce transformation plan must be considered when the sanitary ware companies transition to the Internet.