Paint e-commerce and brick-and-mortar stores will be "male and female"

China Paint network
: Why is O2O now beginning to be taken seriously? This model is the combination of the Internet and the real economy is inevitable, who can not be separated from who. No matter what the future positioning of brick-and-mortar brand, the Internet this way, is to consider.
, according to Yubo Zhiye Market Research Center, brick-and-mortar stores are no longer a single shopping destination, but an 3-channel retail hub with consumer participation. Hubs determine the four irreplaceable roles that brick-and-mortar stores still play in the mobile Internet age:
a delivery center where stores can use in-store inventory to meet order delivery from online customers.
service center, the sales staff became more dedicated "consultants" to provide customers with consulting and value-added services.
a display center, and delivering the brand experience in-store is the most fundamental aspect of retail marketing strategy.
a commercial center, with limited physical space and unlimited virtual space for merchandise displays that allow customers to purchase items that are not in-store.
the cost of labor offline is too high, but the cost of online is no less than offline, the cost of getting traffic is increasing, this is not known to many consumers. Whether it is the real economy or the network economy, it is time to reflect.
For the
coatings
industry, by the paint product volume, weight and other special product properties, logistics costs, return and exchange, after-sales and other issues, it is difficult for users to find, consult, on the order. However, many paint buyers do not have the time and energy to consult the information before buying, which brings possibilities for the development of the O2O model.
are generally consistent in terms of product styles, prices, promotion policies, and service standards in both online and offline service experience stores. In addition, it is more important to determine the design and matching of coatings according to the user's needs and final results, and finally push to every small detail, and then carry out the purchase or customization of individual products, to ensure that the final product effect is the user's personalized needs.
the rise of the e-commerce model is a challenge and revolution to traditional channels, and its most powerful weapon is the introduction of low-cost strategies for the high cost of traditional channels, which has also become the most iconic gene of e-commerce. Therefore, when traditional
brands
join the team of online e-commerce, there will be indesoence between online and offline prices.
this situation, online and offline sales of products and the implementation of the price of two-track system has become
coatings enterprises
a major breakthrough. However, this two-track strategy has in fact hindered their expansion of e-commerce channels. Because for paint brands, offline channels are the lifeblood of the enterprise. Although the paint brand is also trying to develop online channels, but always face conflict with offline channels, so it is difficult to open their hands and feet in full swing.
e-commerce as a product of the Internet era, especially in recent years, the speed of development is particularly eye-catching. But breaking the traditional new rules may not be suitable for each industry, the paint industry has its particularity, for the operation of e-commerce has not succeeded in the previous example can be used for reference, so its development ideas may need to make great efforts to explore. But the traditional model can not be abandoned, so the 2015 paint industry development model to make up for each other, so that the two are not wrong.
paint companies will walk e-commerce and brick-and-mortar stores with two legs face long-term coexistence
with the continuous development of the paint industry, more and more stores and paint dealers feel the pressure from the Internet, and even some people think that traditional stores will disappear with the development of e-commerce. Industry insiders say that the essence of e-commerce is retail, that is, to kill dealers, which makes many traditional paint dealers feel the pressure.
coating products are not ordinary consumer goods, good
coating prices
expensive, simply rely on e-commerce platform picture display is difficult to let consumers rest assured to buy, they often need to go to the store to experience whether the product is appropriate, whether it is worth buying; In addition, because the purchase of paint later will involve coating and maintenance services, this line can not provide perfect services, consumers can not be assured to buy, so the store has more advantages.
coating e-commerce and brick-and-mortar stores will face the situation of coexistence
coating enterprises are limited to the development model of stores or physical stores, it is bound to be difficult to keep up with the pace of development of the times. For e-commerce development explosion, there are also industry insiders said that although e-commerce development is very fast, but the paint e-commerce can not completely replace the status of traditional stores, after all, paint is no faster than other products. Store has some advantages is the paint e-commerce can not do, the store disappeared is not reliable, so paint e-commerce and storefront will face a long-term coexistence situation.
from China's paint industry development prospects forecast report to understand the development of coatings enterprise e-commerce model, but also need to balance the interests of existing physical channels, online and offline resource integration is a problem that enterprises must face head-on. For coating enterprises, e-commerce and storefronts are two legs of their own development, indispensable, e-commerce or will promote the development of stores. In the future in the coatings industry, e-commerce and traditional store vendors will no longer be a game between each other, but the two channels of mutual integration, complement each other, and how to achieve the effective integration of online and offline marketing channels, has become the paint industry facing a new proposition.
in the paint industry more and more fierce competition at the moment, the development of coating enterprises need to use two legs to walk, so that e-commerce and brick-and-mortar stores coexist.