Mechanical soot Suppliers: Wall opened online and offlineand many other categories of Nike Shox products, like home appliances, smoke machine at the beginning of the line is also faced Air Jordan 2 with online and offline channel conflict, it was vividly called 'wall.' However, unlike other products in that, we have experienced several ups and downs of the hood soon online opened up the situation. Text / reporter Zhang Jie world network operators hood, hood abbreviation for ordinary people. And many other product categories, like home appliances, smoke machine at the beginning of the line is also faced with online and offline channel conflict, it Air Jordan 10 was vividly called 'wall.' However, unlike other products in that, we have experienced several ups and downs of the hood soon online opened up the situation. Among them, the party Wo Vantage represent two completely different path. The former set up their own electricity supplier team, most of the electricity business links are digested within the company; the latter allows operators to service providers to complete the line to extend the line, in addition, also provides online and offline dealers if to do retail, they must set up their own electricity supplier team. However, Fang Tai Vantage does not think the problem has been fully resolved, the conflict is always online and offline presence, they do is from the ultimate goal - to solve online and offline conflict more recently. Vantage pioneer history of the original track is so walk, a pioneer does not pursue one step. Vantage as a forerunner on the hood line, through a lot of detours. In early 2008, Vantage officially formed a team of e-commerce, the first step is to establish 华帝官 square B2C mall. At the time, although online retailing has been fast, but the traditional brand lines are still few and far between, Vantage has become 'the first to eat crabs.' In order to highlight the brand, Vantage while the official mall promotion, while using the mode pin positions dumped goods, the official mall is only responsible for orders, the rest of the delivery, installation are handed over to dealers nationwide. This looks more like a business to help dealers build a brand online sales platform, the platform is only responsible Nike Free for promoting the sale front end, the rear end of the service is in the auto category. In order to attract consumers, the official store pricing is based on the standard retail price of companies to sell, which makes most dealers feel complain. Offline market, smoke stove industry capacity is limited, usually through a round of fare increases, and ultimately to the consumer price has been rising, which also guarantees a high dealer margins. The official mall after launch, can not help but let the dealer margin drops momentarily, but also profit margins tend to be transparent. By itself, the line dealers believe the promotion of online mall is in line to compete for customers, so there has been resistance to conflicting emotions. Over time, the national dealers have started to strike. Developed later, consumers pay an order, but the dealer does not install the distribution, resulting in lower and lower sales, customer evaluation is getting worse. September 2008, Vantage dealers collectively take soft resistance strategy, a direct result of official orders Mall paralyzed. Before long, the official store was forced to close, Vantage's first e-commerce attempt failed. Compared side too tangled Vantage, on-line road side too much choice to tangle. Mao Zhong Fang, president of memories too, in the MBA conference, enter into discussion session - the future of e-commerce will be like? A teacher's answer was Nike King very exciting: 'Ten years ago, you can think of it what it is today ten years later, this story will be as difficult to predict today?..' On the line or not on-line, the problem began in the heart of spin Mao Zhong . Mao Zhong reluctant impulse to take the plunge: 'Since the party too was already a line under the high-end brands, the blind on the line will not be on the brand damage if not as early as possible on the line, will they be lost online market share it??' In 2009, Following the Vantage, the boss, Shuaikang, the United States and other brands have online market force, but still choose to wait and see the side too, but the inner contradictions exception: online and offline will generate conflict? How e-commerce can generate much sales? Really willing to spend a few thousand dollars to consumers online to buy a 'semi' it? ...... A series of questions, the internal debate in the side too. With Jingdong began to slowly force, Suning, Gome decided to self online store, the focus shifted from online retail B2C platform for C2C platform, the brand's concept is becoming increasingly apparent, there are indications that the trend of e-commerce increasingly clear. 'Suning and Gome are under KA our line, they become on-line fuse incident.' E-commerce Minister Li Tao recalls side too. The Vantage faced a series of crises, but also to think more about the side too difficult on the line you may encounter. 'Hood industry is not, the situation is more or less peers have heard their problems and achievements let us prepare earlier and solutions encountered similar problems.' September 2010, Li Tao original party too began marketing Try doing e-commerce planning side too, which lasted for three months, through the usual marketing, systems analysis theory, B2B, B2C, C2C, O2O and other patterns were analyzed and used more than a hundred PPT to render. With Tao's words, the share of PPT, almost all the problems listed on the line side too may be encountered and solutions. For example, the side too need to enter through what channels, online operations are outsourced or self-generation operators team, how the distinction between online and offline products, how the price segment pricing, logistics and distribution methods how to solve ...... end of the year, the company side too strategic level meeting on whether and when to enter the party too should be on how to enter the final to become the focus of discussion. Mao Zhong, president of one of the party too 'high starting point of development of e-commerce,' so too much on the line side finally settled. In Tao opinion, the number one decision after careful consideration, it will be necessary for success in the future on the line, you can prevent a situation on the line after the traditional business difficulties, further back three steps back down. 'As for how high starting point, how to do e-commerce? These are all I need to tell the boss.' Now looking back, Tao believes that the share plan contributed, 'the traditional line of business decision, not a 'do' so simple, we need to problem solving system integration of Air Jordan 10 online and offline we plan a year ago, and now still can be successful very important point, is a reasonable business plan 'for the on-line experience, Li Tao 20 words summed up: have been observing, always in tangled, to a node, make a leap. Vantage second shut shop in the side too tangled when Vantage does not intend to give up the online market. 'If Vantage want to do e-commerce, we must first solve the contradiction of online and offline,' the person in charge of e-commerce Vantage Blue Sword think this is a big problem in the traditional business lines. To this end, Vantage dealer meeting was held, with headquarters began lobbying dealers do e-commerce distribution services. Blue Sword continue to pass down the line to the importance of online market dealers, and distributors Nike Shoes of the line benefits, such as online market promotion can expand the brand influence, and so on. Dealers was 11 said to move, willing to participate in online sales Air Jordan 15 of back-end services. Thus, Vantage has started to raise on the agenda on the line, but this time, they decided to Taobao as a breakthrough. 'Self-built mall, a huge promotional costs required to attract traffic, this is a cost energy costs money thing, it would be the first in Taobao try to focus on good customer service and invested in the future Vantage official mall or to build just say. 'For Vantage online channel strategy, analysis, etc. Blue Sword so online market track. In mid-2009, Vantage find a professional e-commerce on behalf of the operator, responsible for operating the Lynx Mall flagship Vantage. While changing channels happen, but to take still and self official store of dumped goods similar pattern. After the dealer meeting, offline and online contradictions faded, so mistaken live in peace. Until 2010, Taobao together cost-effective start fast, Vantage also hopes to participate in group purchasing activities to achieve the surge in sales. Try holding the heart, Vantage participated in activities together cost-effective, the same day sold more than 1,000 units. This data allows Vantage emotions, see online market power, leaving Vantage felt a little uneasy. Sure enough, more than 1,000 units sold, became the flagship Vantage crushed the last straw. This event, the final distribution installation dealers less than 30%, 70% of orders are directly ignored. For a time, the dealer's defection allow Vantage surprise, according to the provisions of Taobao, who can not be agreed upon in accordance with the normal distribution of shipments, after the ratio reaches a certain amount, Taobao right to close the shop. Obviously, Vantage dealers soft resistance was again Air Jordan 14 Retro injured, Hua Diguan square flagship store was forced to close. People have a way out by yourself by early Air Jordan 17 2011, Mao Zhong selection of e-commerce in the internal side too responsible, 李涛成 relatively young and line marketing knowledge to the chosen one. Subsequently, Li Tao began to build with his main group of e-commerce projects, initially only five people. 'Traditional brands are experienced several years of brand accumulation, has a unique corporate culture, internal staff will be more understanding of business and know how to do to maintain the brand culture, we will use a progressive way to achieve this goal. In fact, e-commerce itself does not exist professional people, just all aspects of resource integration ability of the person in charge. 'for this appointment, Tao understand this. Draw experience Vantage, the side too did not choose full bloom, and have chosen to be based on Taobao. In Tao opinion, Taobao is the best embodies the operational capacity and the quality of the platform, and the beginning of construction of the team is more suitable for operation, Taobao operations not knowledge but action, as long as all aspects and details done, should be able to Taobao the rapid development. Once, side too, Vantage also considered and used in the same generation of operators, but the final result has been respected brand side too do high-end brands, worried on behalf of the operators can not control the tone of the brand. 'On behalf of the operator it may only be seen as a business, and we hope that the pursuit of customer satisfaction, not only selling products, or brand image.' Tao bluntly, it was decided as it is self-built team superficial The idea, now actually believe that companies do e-commerce, e-commerce must understand, if only to make on behalf of the operators to do the traditional enterprise never be able to understand the nature of online retail. The nature of e-commerce is an emerging industry, the traditional business mode of thinking is different from the new industry, which is the origin of the electricity suppliers to challenge traditional business person in charge faced. Therefore, the need for a fair, fun, young team, to affect the entire electricity business sector a paradigm shift, but affect other sectors. In the traditional enterprise, if the various departments of the company can not reach a consensus, based upon the traditional process, efficiency, system to handle e-commerce sector business development will severely restrict online. This is more and more traditional enterprises, e-commerce companies need an independent mind. But side too believe the establishment of an independent company will increase the cost of communication, after all, many decisions require multi-sectoral coordination. E-commerce is still the essence of the product, and supply chain, brand and so need to borrow Group resources, otherwise it is equal to scratch. Therefore, the side too chose to establish e-commerce sector, though, and other sectors in parallel, but in the internal market sector, Operations department, service department, and in the headquarters of the human resources, finance department, a person responsible for e-commerce sector. From the organizational perspective, e-commerce is more like an independent subsidiary. This is not done overnight, but by the results of a year of exploration and slowly adjusted. February 28, 2011, Fang Fang Taiguan online flagship store welcomed the first single, began to gradually track. Data show that in 2011 annual online sales side too, about four million. In the formation of the team when recruiting side too, the Vantage still Air Jordan 13 Retro choose to rely on behalf of the operator to run the online market, but on behalf of the operating mode of a breakthrough. April 2011, Vantage flagship store reopened on Lynx Mall Sales, and direct the development of e-commerce operators, take buying and selling patterns, no distribution by the dealer, distribution directly from the headquarters to the National user, and then from offline The dealer is responsible for the installation. Direct the development of so-called e-commerce operators, it means making do under the Vantage line auto dealers online. Vantage predetermined line dealer if do e-commerce, we need a dedicated team of electricity providers, most of these online distributors through the acquisition of C Taobao shop team to achieve, and then the next line of the line separating the team. In addition, Vantage flagship store in collaboration with the Division of Science and Technology Co., Ltd. Shenzhen 里德海 using human resources lease, the flagship store employees work in Vantage, Vantage brand better by cultural influence. Service more professional than the line 'traditional business background is both derogatory and commendatory.' Tao like a dialectical view, the so-called derogatory term refers to the experience of the original traditional enterprises, e-commerce may not be suitable, may restrict online development, and commendatory refers to the traditional companies have a package management system, corporate culture and brand style, just need to integrate into the electricity business culture, will be able to sail. On-line, 方太延 continued with the purpose of the line, 'the customer is always right' and promised no reason to return. Stove fumes such big-ticket items, returns are particularly troublesome, but as long as the customer asked to return, will be sent to pick the side too. This commitment to lift the worries for consumers, willing to try online purchase. 'Not all are required to purchase the hood of our customers.' Price segment side too simple, just stop at 3,000 to 5,000 yuan, to reach such a deal online, rely on the user experience is not the same. 'In short, all the way so that consumers will want simplicity and satisfaction.' Li Taoxin heart full to believe that this is Fangtai Guan Fang flagship store dynamic scoring high in the essential reason. Currently, 方太官 square flagship store dynamic scoring, in which both score 4.9 Nike Pepper Shoes points, a score of 4.8, each of which exceeded the industry average score of about 50%, are in the industry first. In EQ01E model as an example, this type of hood, the kitchen floor to the height of the ceiling needs to be more than 2.45 meters, online sales will be in the customer before the next one, the respective data to accurately understand, once the data does not match, then We will advise consumers not to buy. Therefore, the product evaluation shop side too, like 'the line is more than the advice professional' and 'the first time I saw advised me not to buy customer service' everywhere, over time, the natural formation of shops and brand reputation, these high-quality evaluation Late enough to support other consumer purchases. By the huge hood volume effect, the entire transport chain of online marketing is the most difficult to control link. In order to have a better user experience, fotile select FedEx cooperation, direct home delivery to the consumer's home, ensure logistics speed. Compared to other home building products, usually choose logistics, require consumers to pick up, the hood of the brand, without exception, have taken home delivery transport. This phenomenon, Lynx Electric City Wind Tiger explanation:. 'Hood is a high-margin products, even after the on-line prices have decreased, but sufficient to cover the cost of home delivery,' this view, the listed brands hood Industry Report also show exhaustive. Vantage shares from the Boss Electric and performance reports published in 2011, the owner of the appliance hood 919 million yuan in revenue, gross margin reached 47.7%; hood Vantage shares revenue was 7.5 billion, gross margin of 42.43%. Blue Sword to 'world network operators · managers,' said Vantage logistics costs accounted for 3% to 5% of the entire online operations costs. In order to ensure timely and convenient delivery of as much as possible, Vantage specially set up in Chongqing, Guangzhou, Beijing three online stores, and the establishment of specialized logistics warehouses, to improve the user experience. As resistance to the consumption of goods, the second repo rate for the same customer are often not high, but the user experience by word of mouth spread, affecting people around to buy. Get through this wall for online and offline conflict, Vantage has been a lingering fear. Slowly, Blue Sword began to realize that conflict is by no means a simple online and offline communication can be solved, we must balance the interests. July 2011, Vantage started building new interest platform, Vantage perfect headquarters, between the interests of dealers and users of online and offline. To make the line dealers willing to online services, Vantage to maximize their profits. For example, Vantage give dealers a higher installation costs down the line, general assembly line order to the dealer installation cost is 25 yuan / time, installation costs online orders will increase to 60 yuan / times, greatly improving the line the enthusiasm of dealers. Vantage also set up new channels bonus, for some high-quality dealer rebate incentives. Meanwhile, in order to prevent the phenomenon of changing products line, Vantage has also developed a rigorous system of penalties. Once found Chuanhuo headquarters, the first single fine of $ 100,000, the second single fine of 150,000 yuan, if the same dealer was caught three times, will directly cancel the agent qualification. This year, there have been two dealers in Shanghai and Nanjing are banned. In order to enhance the consumer user experience, involving the installation is not timely, non-compliance with the standard, once caught, dealers will be fined 5,000 yuan. 'Give rewards but also to heavy penalties.' Blue Sword believes that the only way to balance the interests, Vantage will not make the same mistakes. In order to make distinction between online and offline sales, the Vantage models designed for use online, of which 5% of the models sold only online, and this percentage is increasing. Not only Vantage, the side too slowly found online models specifically for settlement of the conflict has become a medicine. Through data analysis, the side too find more customers online marriage room decoration lover, in order to fit the married people living language, party too has introduced a white color specifically for online products, and the name 'love confession.' May 20, 2012, the first screen appears a the 'love confession' that he and her colleagues in the party too work, he silently focused her 764 hours, the secret to prepare for 11 Nike SB days for her breakfast in the side too flagship store. Initially know this story, Tao moved some small and then I thought, stories and online products specifically for the spirit is quite consistent. Why not let the hero in the first screen confession flagship store it? Either move the heroine, but also to promote the 'love should say it out loud' Air Jordan 18 activities, write a love story, selected the most touching love story and a love confession. Tao act decisively, through multiple channels microblogging, SNS and other promotion, a time of 'Breakfast Superman' love confession microblogging forward more than 2,000 times, more follow-up progress heroines many customers ask online customer service. Not difficult to find, it is precisely because this product gives 'love', was successfully captured the hearts of love romantic young man. In addition, party too has taken a package with a way to achieve price segment of the different combinations. In general, smoke stove offline are by single-product price, mix and match so that online and offline comparable prices will plummet. And in the specific pricing strategies, and not simply how much cheaper online than offline, will be distinguished, some models can be cheaper 5%, but some may be higher than the price of the line, not to generalize. Although the party too has more than 200 seat call center in the country has more than 2,000 service outlets, even so, there is no way to cover online consumers, similar to the remote areas of Hainan, Tibet and other side too products can be sold anywhere, but Service could not keep up, Li Tao think this will affect the Air Jordan Others future development of online market. Side too can sacrifice some customers to ensure customer satisfaction. But Tao is not the clash of online and offline as an insurmountable bottleneck. 'Lynx official flagship store, can display 50 models of products, but the line in any one store can only display models of 5-8, can not buy the product online, we can raise the relative price, which is long tail. '