Taobao Mall offline home experience museum officially opened, changed the Taobao shop operation mode, opened up a new marketing method, its store is located in Beijing Shengshi Longyuan Guoziyuan, named the love bee tide home experience museum. From the opening to the present, how has it developed in the past two months? Is it like everyone like Taobao? Is the sales performance also creating miracles? With these questions, the reporter visited the Aibo Chao Home Experience Center. The new model: offline experience online trading Just out of the subway, you can see the CMB free shuttle bus parked under the bridge, ask the driver to know that half-point and the whole point will start, usually waiting for customers here. This embarrassment, the reporter on the car and another girl, seems a bit deserted, the driver said: "There are not many people in peacetime, sometimes one or two people, sometimes run back and forth in an empty car, but when we do activities, we are very Busy, a shuttle bus parked at the subway station is simply not enough. It takes two cars to drive together to carry most of the people.†Five minutes drive to the experience hall, which is short in time and close to the subway. It’s just that the store is not eye-catching, and unfamiliar people are not easy to find for the first time. Entering the storefront, presented in front of the reporter are all different styles of suites, each suite is also integrated with a variety of building materials products, the overall color is rich, to adapt to your diverse choices. The negative first-level home category display area includes: kitchen appliances, cabinets, floors, tiles, doors and windows, bathroom, cloakroom, ceiling, shower room and other exhibition areas, looking at ceramics and bathroom accounted for more than half of the entire exhibition hall. Mr. Yuan of the exhibition center told reporters that there are currently ten enterprises in the sanitary ware enterprises, and there are almost ten ceramic tile enterprises. The display method is the same as the well-known store form, but it is not divided into the form of a specialty store, but placed Focused on showing together, when asked about the current sales, Mr. Yuan told reporters: "From opening to the scene, sales are gradually rising, and more and more people come to experience the museum. This new sales model is Taobao. An attempt to choose this model is also determined by the characteristics of building materials products. Customers have a demand for experience. We achieve the perfect combination of both offline experience and online transactions.†New Opportunity: Online Promotion Under-line sales Mr. Yuan introduced that this offline experience hall is a brand-new sales model. On the one hand, after the merchants settle in, they can expand the brand awareness through the online channel of Taobao Mall, and another aspect has physical entities in the experience hall. Products for consumers to investigate, from the psychological psychological protection of the majority of doubts. When the reporter asked if the similar products themselves were put together, there would be a great relationship with the promotion staff in the store. Mr. Yuan said: "The competition is definitely there. We will give the customers detailed information on all the products that are stationed. Introduction, if the companies that are stationed can provide more tools for sales, such as albums, leaflets, test benches, etc., it will attract more customers' attention. On the other hand, we will enter the store every three months. The merchants within the company made an adjustment and chose whether to continue cooperation according to the wishes of both parties.†Everyone knows that building materials are consumables, it will involve installation and after-sales problems. The reporter asked how to deal with pre-sale, sale and after-sales. At the time, Mr. Yuan explained: “Businesses can sign logistics and after-sales agreements with us, and deliver them directly to buyers through our logistics warehouse. Our after-sales team will directly install and sell after-sales to ensure the smooth progress of the transaction.†E era: the future of the building materials industry to now we just open Taobao page, you will find in the most prominent place there is a "Beijing home Museum Link channel, consumers can point to open it soon will be able to enter the museum's home page. Traditional building materials industry has always promoted products and brands by opening specialty stores. It is not easy to establish a comprehensive sales network nationwide, but it is even more difficult for the low-profile building materials industry. difficult. Due to geographical differences, different economic structures, and differences in living habits, products in the building materials industry are currently difficult to price uniformly in specialty stores, but the perspective of branding and promotion cannot be stopped. How to stand out from many brands and how to obtain brands Advantages have also become a proposition that companies have been painstakingly studying. For Taobao, this new model will inevitably involve pricing issues. This will create a problem for the company: if the price is on Taobao, it may impact the dealers who have grown up together, if they do not open outlets through official channels. It will also allow speculators to take advantage of the brand's image and reputation. In the information age, the network is generally used in all aspects of life. Of course, the CCB industry cannot but use the network. How to use it and how to use it is worthy of our deep thought. Taobao’s home experience museum, we don’t say whether it is good or not, but at least it It is trying to find a balance between the two.
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