Smart home integrated chain experience is the long-term way out of smart home

First, how to find products that create value

Some people used to hang on to the salesman every day. When they met people, they said how good his products were. They used comparative experiments. Many people used them. (If people who don't buy his products are fools, you should buy more of them.) ) Later, these people were referred to as direct sales people; now some people put promotion on the circle of friends every day to publicize the promotion of his product, how to print photos, how to print clothes, and how to make shipments. Later, these people were made micro- Business people. There is also a way for people to use online financial sales or physical product financial packaging methods to sell online. Everyone who says that they will buy it and make a lot of money will later be referred to as Internet finance or P2P. Of course, these three people now have more of an identity called an entrepreneur. But I think that they have done their best to promote sales, and sometimes even combine it with MLM. There is no deeper creative value and deeper level of user satisfaction. It is too confusing and advocacy, and practitioners are more psychological. Sales, speculation, quick success. Good sales should be the exchange of resources between the two sides, more to meet the real needs of paying users, the results of the user's true psychological choice, of course, high-quality products and quality services combined to create better value.

People want to create more value, not exchange value and consumption value. In the past, business models focused on consumption value. More people were speculating and selling psychology, and few had the complete planning and reality of branding. action. With the continuous sales of products, there is no long-term accumulation of brands. After a few years, they will be replaced by brands familiar to users. No wonder many years of hard work later returned to liberation carelessly. More business models in the future should be based on creating value and getting better and better.

Among the many products that can create more value and are the future trend, I am most optimistic about smart home products. Smart home products need to provide quality products and brand building, require large investment in R&D, and need to be integrated with many new technologies, such as labor Intelligence, such as Internet of Things technologies, such as virtual reality. Intelligent practitioners must have strong professional capabilities and consulting capabilities, from product expertise, industry knowledge, job skills, brand marketing skills to new sales models, product installation and commissioning services, value-added services, cross-border integration model, systemic thinking capabilities Wait. This will create more value opportunities. It can also support more business models such as value-added services.

Second, new thinking and new understanding are needed to cope with better value creation

Sometimes people need to improve their vision and pattern, and they should not be too self-limiting. The greatest enemy of man is always himself, arrogant, self-limited himself. People's thinking and management must keep up with new trends and new thinking. The taxi driver had never thought that there would be a net about the impact of the car on them, instant noodles never thought about the impact of online sales on his sales, the master of motorcycle never thought that the impact on him is not the car but Sharing a bicycle, camera, and MP3 I never thought that the one that hit him the most was a smart phone, and the feature phone didn't even think that the smart phone had a great impact on him.

In the future, the impact of smart homes on traditional industries has not been seriously considered by many people? Very concerned about and very serious thinking?

In the future, smart homes will be no less impactful than traditional industries on the Internet.

Technology is changing, consumption is escalating, awareness is improving, and you are immutable. It may well have reached the brink of collapse, but you realize that everything is late.

What did you do to change the taxi driver? What did the master of the motorcycle switch to? What did the instant noodle company change to? They had made a living for decades, had no other skills, and was not too young.

Without crisis awareness and learning, it is the biggest crisis. There is no static field, no fixed skills, no fixed career, and no more stable business.

In the Internet era, competition and elimination of time and speed are even more ruthless. They are more ruthless and cruel than the elimination of industries and companies, and you do not have any strength to fight back.

The water drop stone wear is a professional ability, and the water merge into Jianghai is a cross-border fusion ability. Now more lethal force is often a person with strong integration ability and strong professional to directly change or subvert an industry or field, so that the entire industry may have To be eliminated, and you still tangled in the end is to rely on experience to continue to spend time, or the difficulty of learning new areas and in case of failure how to do? Who is the poorest person?

Is it harder than you to be professional, harder than you, stronger than your ability to integrate? Are you always tangled in gains and losses and contradictions? If you do not advance, you cannot stop the progress of others. If you go against the water, you will retreat if you don't enter, and you want to stay motionless. Is that self-deception?

where are you? What should you do again? What should you prepare for? Everyone is worth thinking and acting.

Third, the core reason why smart home has not been able to do it?

We always want to do full house intelligence. Whole house intelligence is too complicated. Many people don’t understand it.

Manufacturers always emphasize that they have a wide range of smart homes and they have a large number of them. They hope that more types will be available and the number will be more orders for distributors. However, the problem is that the total number and classification of products and selling points and introductions of the whole family are very high among manufacturers. Few people can understand that even fewer people in the agent channel dealers can understand that many of their employees will not understand that employees do not understand how he sells, so you will find that many people do smart home for a long time, or do not know how to understand Of course, the performance is also very poor. Assuming that 60 out of 100 people know that smart homes are a trend and want to know about smart homes, in fact, after communicating, no more than 5 people really want to cooperate and want to know and understand smart homes. We often find that there are many people who consult you. There are many people who come to see the exhibition hall. There are many people who communicate and communicate with each other. Many times just watch liveliness, soy sauce, information, pricing, reference, real transactions and short-term. There is very little cooperation. In terms of sales efficiency and results, this approach is inefficient and of low value. If you talk about smart homes that are too complicated and customers don’t understand them, even if they have money, they will not immediately do it. They are unaware that money is not easy to spend, and many of us have a habit of procrastination and hesitation. Re-combination does not understand, basically did not give up soon.

From the point of view of marketing, products that are too complex and difficult to understand are not good products. The sales staff do not understand themselves. How can they sell well? The company finally has two or three people who can understand it, but it is easy to change jobs or go out on its own. Entrepreneurship, this will be detrimental to the company's management and personnel stability and the inheritance and replication of experience training.

The function of the whole house is too much, the user is not easy to use, mobile phone control does not meet the existing user habits

Our common user's operating habits are still based on manual key operations, but the operation of smart products is more complex, more product categories, easy to misuse or operation of the product does not work, and the user and the manufacturer or dealer communication It is also more difficult, users often do not operate the phone after the manufacturer's customer service. Some smart products are touch-based, but they are not full-screen touch. Most of them are based on single-touch touch screens, such as smart panels. If users follow the same conventions, they may not touch the correct position. If you press a number of times and the light is not on, the user may think that the product is broken and it will not operate. Imagine if this operation is a big night, I think this user will certainly be a nightmare, the user experience is too bad, the user satisfaction is even lower.

My example is just another one. There are also some users operating through the mobile phone APP, accidentally mistakenly operated, broke the system, the product is not controlled, call the manufacturer's customer service, the manufacturer's customer service remotely uncertain, call the dealer to do the after-sale, the dealer More than half said that it was too busy lately. It takes time to come to the door (actually, it does not want to service because the warranty service costs are all costs. Besides, many dealers also have one or two technicians and are too busy to come). And many smart home products are strong electric products, and family life is inseparable, it is impossible to remove them and get them after sale or send them back to the manufacturers for maintenance. On-site service is the best choice. If these problems arise, the heart of the user is expected to die. Even the best relationship between the manufacturers and distributors will be loved and hated. However, for manufacturers, the manufacturers will say that he provided good products and the products are no problem. The products of other manufacturers are also like this. For dealers, he provided on-site installation services and just wanted to reduce operating costs. But who's wrong? There is no right or wrong product, only a better user experience. Your product is no matter how good, experience is poor, operation is complicated, and eventually it will be slowly forgotten by end users.

Just think, if the product is simple, users themselves can operate or check the problem, so that the experience will not be better. Just as the previous router setup was very complex and required expert on-site service, the wireless router is very simple now, and there are various software detection and repair functions. Users can also refer to the operating instructions to find the problem, or they can check the solution online. However, it seems that the current homestead smart home is still somewhat distant.

Smart home practitioners are not professional enough, rely too much on past experience, too impatient, can not insist

Judging from the current smart home, if you want to earn something in the smart home, you need to stick to it for a long time. It is difficult to achieve good results in the short term. If you do not use force or force, you can easily encourage and die prematurely. Some manufacturers make products, since they think the products are good, they think that they have good sales. As a result, after many communication with the agency distributor and Party A, the sales volume is still very small. Now that the downstream middlemen are getting more and more critical, users are getting more and more critical, and Party A is becoming more and more critical. There are many smart home manufacturers. As a manufacturer, you should think more about what you can bring to downstream users. Instead of your good product, others should buy it. Others don't owe you. Manufacturer-dominated thinking hurts many manufacturers. For many of your products, sales are not good. Others do not look good, that is, sales are better than you. Well, there must be a reason for this, and you should reflect on your own reasons. What are the differences and areas of your product function, product positioning, brand building, product exposure, user experience, and service philosophy? What do you want to prove? Why should the downstream and users choose you? How many support points do you need? .

For some dealers after the manufacturers flickered, think that within a month or two smart home sales in the local area there is a large, you can sit and say money, go to a community to do an activity, there are many owners to buy, to visit the real estate Business, real estate developers are willing to support, to find a decoration company, talk smart integration idea, decoration company will place an order. The result is often thought to be beautiful, the scene is too cruel, and the psychological gap is too great. Smart home is not radish cabbage, users can buy it. Most users are unclear and do not understand. In the wait-and-see phase, the local market needs education and training.

It is difficult for people to understand and accept that there is no more than half a year of intensive cultivation and promotion in a region. Even if there is a deal, your installation and commissioning staff and after-sales service professional? Is communication with the user smooth? Are users satisfied with the installation and after-sales process? This is a lot of things. Need a set of meticulous thinking and planning and an efficient and professional team to support.

Some people have always complained that the smart home market has not yet risen, the product experience is not good, and the standard is not yet uniform. It is true that these are the current problems, but the smart home market has risen. The product experience is very good and the standards are unified. Can you really do this market? The smart phone has fulfilled these three conditions. The market size is also large. The e-commerce market is larger and the system model is obvious. Can you do it successfully? How much is your input cost? Is the market good? Nothing is inextricably linked to doing nothing. It is just an excuse. The apparel industry is not very good now. There are still many companies that make money. There are indeed many problems in the field of smart home, but there are still some manufacturers and channel integrators who make money, and the team's professionalism and efficient collaboration is also very strong, the author is contact and know.

The standard is not unified, the market does not rise, there are more opportunities for people to participate, and the threshold for participation is relatively low. Then again, not every user is willing to buy a high-priced whole house, nor is it that all products are interoperable. The user experience of the product will be better or worse. From a marketing point of view, products are focused on segmentation and positioning. When you go to McDonald's, don’t think about Western food? When you go to Lanzhou noodles, don’t think about Chinese food? Big and all that is not positioned, everything is installed in the department store, food and shopping experience one-stop service, many department stores are currently losing money. For the enterprise, it is suitable for its own positioning. There are target users like it, and it is a good business to support corporate profits. In the era of smart phones, some old machines and functional machines still sell well, and corporate revenues are also good.

Smart homes should be simplistic, everyone can understand and understand, contact is easy, sales and communication is also easy and accurate, and employees basically know how to sell.

When employees cannot exercise strong flexibility and understanding of the system (such as the understanding of the whole house intelligence), they should convey a simple and unified sales language, such as smart home small package, what function, what are the benefits, how much money to sell, there are How much commission, what kind of user to sell, and what kind of customer cooperation. At the same time smart home package is conducive to the scale of product sales, but also conducive to sales planning, and implementation of the installation cycle is short, the effect is high, most people are easy to use. Relatively long period of long-term projects and real estate projects for smart homes, high teamwork personnel costs, difficulty in collecting funds, poor capital flow, high risk, complex relationship networks, and significant changes in the personnel of Party A. Not a long-term solution.

Smart home simplification, stupidization, standardization, and package-based is one of the important strategies for the smart home to popularize the masses. Although the function is not perfect, the operation is simple and easy to understand, and employees and users can have strong communication. If you go to Lanzhou Ramen and Shaxian County, don't ask too much for delicious food. Of course, the smart home package can also be divided into different functions, different price stages, different user groups, etc., which is conducive to accurate marketing and promotion.

Fourth, smart home single-brand experience hall alone difficult to support

From a national point of view, the operating costs of single brand experience halls are getting higher and higher, and the requirements for team operation ability and brand influence are getting stronger and stronger, the labor cost for rental is getting more and more expensive, and the flow costs for young people are getting more and more expensive. The more fragmented, the more diversified and personalized user needs, the severe polarization, and the successful operation of a small number of brands, but a lot of stores are in a state of loss, live stone in the store, or in the transfer shop, or stubbornly insisted. A large number of clothing, shoes, cosmetics single-brand experience halls are in transition or seek new upgrade models.

We always say that we should try it first. In fact, when we say this sentence, we can only pay a maximum of 70 points. After three or four months, we will fade. There will be no later, and we will delay the plan and progress.

However, smart homes are long-term, and it is necessary to see good sales in March and February. This is basically difficult. There is no hard time plan for smart homes for at least six months to one year, and it is best not to be employed. The current smart home single brand experience hall is difficult to have a relatively complete product line and product price range, regardless of brand awareness or brand influence or market investment are too weak to meet the diverse needs of users, can not attract more users Participate and partners participate. In addition, the marketing strategy and sales mix strategy of a single product is also relatively limited, and it is difficult to mobilize the enthusiasm of team members. In addition, current smart home manufacturers have too few support and services for downstream distributors. Many factory personnel communicate with each other at the headquarters through telephone calls and chats, and occasionally go to the local business office to talk about it. This basically can't solve any of the dealerships. Problems, but also rarely provide dealers with market expenses for brand promotion and promotion. According to the author's personal understanding, the general smart home manufacturers dealers directly close the store or change their business after opening the experience hall for five or six months. First, because the sales expectation is too bad, the dealer boss and the staff are not confident, and promote the product. Everywhere there is a lot of trouble, or there is so much interest in it that there is too little cooperation. Second, because of the limited support provided by the manufacturers and the limited sales and marketing strategies, there is not enough flexibility.

From the perspective of the current status of the downstream of smart homes, the revenue and profits of multi-brand big integrators are not bad, and the number of agents or distributors of wireless smart home brands is losing or changing. Although smart home is the future trend, but as a smart home downstream distributors can get more revenue in the short term to survive, so that employees and bosses have confidence and bullets long-term adherence to do word of mouth, operations, services, can wait until the smart home really broke out When the water goes up, there is better survival and development. Obviously to obtain more additional income, the current lack of a single brand is a bit difficult, and I even think that can be used to attract users through smart homes, in the sale of some traditional high-margin, new exotic products to users. At the same time, multi-brand is also beneficial to dealers to better cooperate with different commercial customers with a variety of different sales strategies, which is very important. At least until now, it is not realistic to rely on smart home retail to obtain the experience hall. The smart home experience hall is more of a base for customers to connect and trust, and to expand more cooperative business customers with this stronghold, and to use this stronghold to attract more users to the store for sales conversion.

Smart home channel marketing sales must be all-round construction, if the manufacturers give a product price, the local reputation and influence, depending on the channel to their own efforts, it is difficult to survive. In fact, the status of smart home channels for more than ten years has also proved that this model is wrong and does not work.

In fact, many people are unable to turn their cognitive thinking. What is the nature of the new retail of smart homes? What do you want to provide for the area? Regional consumer and Party A choose what your product? How do you see the exposure of the product, the enthusiasm of downstream channel providers and the professionalism of the employees? Although these are commonplace problems, they still exist in large numbers in the smart home channel. At present, many smart home dealers do not even have guerrillas, at least the general guerrillas are still considered to be better able to survive.

In times of crisis, the smart home guerrillas, whether manufacturers or downstream agents are to be eliminated in the next three to five years, must be the regular army of the world, professional qualities perfect? Is service word of mouth satisfied? Is it better? The more focused, the clearer, the more subdivided, the more viable. I tell you that the smart home chain experience is the trend, how to open, where to open, how much to open, how many people, staff structure, what mode, what style? What kind of product must I cooperate with? What kind of service needs to be provided? How to expand and cooperate? What to do? You don't necessarily know.

V. Smart Home Integrated Chain Experience Application

Don't kill it with a stick. Say it is not profitable because someone is already profitable. Don't be too confident, because most of them can't be profitable, let's not do anything because you will upgrade with the fieryest consumer and smart industry. Is there a trend to slouching over, is there an easier business now? No.

The smart home integrated experience hall is conducive to user experience products, and makes a sensible and rational understanding of smart homes. If it is simply talking about smart homes, this understanding is hollow and difficult to understand. Through experience, users can understand that the original smart home is In this way, what are the benefits to family life and lifestyle? When the sales consultant is professional and the product experience experience is good, the user will have confidence in the experience store and have the idea of ​​purchasing some products.

In addition, the smart home integrated experience hall is conducive to diversification and flexibility of sales strategies. When working with different users and business customers, more sales strategies and product selling points are presented to users. In addition, it is beneficial for different types of customers to establish more cooperative relationships, and it is also beneficial to establish a wide range of sales channels and exposure channels, which is conducive to the later sales transformation. Manufacturers do not always think that channel providers only make one product. They should think more about how channel operators should survive better. Only channel providers can survive better, and the products they distribute also have the potential to continue local development. . A single distributor of your product can not meet the survival of survival, manufacturers generally do not give the dealer a greater promotion of cost support and strong support of their own brand, then the dealer should be more distribution brand to better survival, he may not be exclusive to sell you The product, but his sales are done, the manufacturer's product sales also came up, as to how the proportion of the manufacturer's sales, more should be the manufacturers of dealer support and attractiveness, bosses and employees and cooperation It is only possible that partners are willing to promote your products. It is obviously not enough to rely on a simple dealership or agency right to downstream brokers. From smart home integrators operating multi-brand success stories, wireless smart home manufacturers should learn more about how to better survive downstream distributors, rather than exclusive distribution of your products and complete the first batch of purchase may be more important. Manufacturers want to put themselves in the ground to think more for the downstream, if they allow better survival and development, the upper reaches of the manufacturers will have a better living space, of course, this is often the root of the boss's thinking pattern is related.

In addition, only the terminal chain experience hall is conducive to getting rid of guerrilla play in the region, which is beneficial to the establishment of brands and lowers the overall operating costs and the cost of obtaining customers. Reference can be made to the difference between the decoration company chain stores and the localized guerrillas. Moreover, the chain experience hall can better reflect the user's trust and recognition of strength, and will also bring more customer testimony. From the perspective of product installation and after-sales service costs, more chain stores can help reduce service costs, improve service efficiency, and optimize the role of word of mouth.