"Global e-commerce looks at China, and Chinese e-commerce looks at Hangzhou. "As the birthplace of e-commerce, Hangzhou's strong e-commerce atmosphere carries the dream of many people to start a business.
Among them, there is such a home appliance operation service company born out of a home appliance dealer group, and they have sold the first side-by-side refrigerator and the first drum washing machine ...... on TmallIt has developed synchronously with China's home appliance e-commerce industry and has gone through several major economic cycles. Last year,When the home appliance industry as a whole faced the status quo of slow recovery,They helped Haier double bile water heater seize the first market share,The Huawei TV store operated on behalf of it won the Douyin listTOP1,And through the planning of global marketing,Create a series of Panasonic white moonlight explosions,Achieved 300 million sales。
This company is called Dianjing Network, and it has been rooted in Hangzhou since its establishment. At present, in the home appliance industry, while e-commerce retail occupies more and more share, e-commerce retail channels are also rapidly differentiating, followed by intensified competition in the industry, and traditional e-commerce and emerging e-commerce are head-to-head. As the complexity of retail structures increases to the point of dizzying, professional e-commerce operators are playing an increasingly important role in it. Just after the Lunar New Year, the first stop of the new year visited by China State Grid came to Dianjing Network.
Mao Yiping, Chairman of Dianjing Network, Tan Biao (left), President of China State Grid, and Lv Shenghua (right), Editor-in-Chief of China State Grid, were on their side.
Dianjing Network, formerly known as "Baicheng Network", was born in the parent company Baicheng Group, Baicheng Group has long maintained a dominant position as a distributor in the field of household appliances in Zhejiang Province, and its predecessor was Zhejiang Wujinjiaodian Chemical Company, which was established in 1954. In 2010, Mao Yiping, then deputy general manager of Baicheng Group, noticed the trend of e-commerce.
After the National Day in 2010, I found that the growth rate of that year was lower than that of the previous year, and the specific reasons may come from changes in channels, economy, industry, etc. Recalling the situation back then, Mao Yiping still remembers it vividly, and he was keenly aware that the factors that led to this change would affect the subsequent growth. So three groups were immediately formed, specializing in TV shopping, supermarkets and **. In the end, the report came out, **best, so we shut down the other two groups and specialized in**. As a result, the road of e-commerce exploration has been opened. In 2012, Mao Yiping proposed to establish an independent company in the group, named "Baicheng Network".
In the early days of the establishment of Baicheng Network, it also went through ups and downs and explorations along the way. At that time, home appliance manufacturers and consumers lacked trust in buying major appliances online, and the lack of sound e-commerce logistics facilities also hindered the expansion of major appliance e-commerce in the national consumer market. However, Baicheng Network actively embraces the platform and trend, welcomes the change and creates the order together, and together with the platform and brand, it has created the glory of the early stage of major electrical e-commerce, and Baicheng Network, as the earliest entrant, has also enjoyed the earliest trend dividend in the industry.
Later, with the development of platform-based enterprises, more and more e-commerce brand players have entered the game, and e-commerce operators have also continued to innovate. "This is an era when the development of the e-commerce industry is becoming more and more mature, and we find that there are no longer good goods online," Tan Biao said: "We began to realize that from being able to do e-commerce to being able to do a good job in e-commerce, we must not only be proficient in advertising and promotion logic such as through trains and drill exhibitions, but also lay out the overall system from operation to pallet, short, content, and talents, which has also become a necessity to deal with a more complex sales pattern." ”
In order to innovate its own capabilities more quickly to cope with the new e-commerce environment, Dianjing Network will complete the shareholding system transformation in 2022 and change its name to "Dianjing Network (Zhejiang) Co., Ltd."
After 2023, the e-commerce industry has also entered a new era of coexistence of challenges and opportunities. Platforms and merchants have encountered bottlenecks to a certain extent, and competition in the industry has intensified. "The profit margins of the industry are being squeezed, and in this case, what is actually required is the agglomeration of products to a single platform. Tan Biao said. Through insight into market rules, Dianjing Network has successfully explored a set of marketing methods in 2023 to help multiple brands achieve explosive style creation and traffic breakthrough.
When Taotian and Jingdong are no longer the only choices for brands, Douyin, Kuaishou, Xiaohongshu, Zhihu, and Station B are all cutting into home appliance marketing. When talking about the marketing style of Dianjing Network, Tan Biao said: "The marketing domain has suddenly become very open, and the transformation domain has become more and more diverse. Through the professional scene crowd operator of Dianjing, we anchor the minds of the target group and invest in creating a highly communicative IP, forming a relatively open structure in the whole domain. ”
Taking Panasonic's "White Moonlight" series of washing and drying sets as an example, Dianjing Network uses the pet family as the entry point, bows down to enter the game, guides the brand to invest in marketing resources of relevant people, and reshapes the goods with copywriting, vision and design, and successfully realizes the over-head resonance and traffic explosion in the first nodes of the small black box and double 11, creating 300 million sales, making "White Moonlight" the industry's first single product with single-platform single product sales exceeding 100 million.
The biggest feature of the 'white moonlight' series of global marketing is to find an independent group of people, in the current market, the pet population is large-scale, strong consumption capacity, and has a rigid demand for personal washing and hair removal. Tan Biao said. In the second half of 2023, the white moonlight washing and drying machine, which was originally only available online, is also favored by offline channels, and finally the differentiated model made offline has also become a big hit. "Many consumers took the initiative to find it, because the previous consumption left traces on the Internet, and consumers saw the praise and were more willing to choose popular products. ”
Driven by the white moonlight series, Panasonic Cleaning & Care will have a net increase of 1,100 yuan in the net unit price of omni-channel customers in 2023, achieving contrarian growth when the industry is talking about consumption downgrading and competition.
From a Tmall executive to an independent entrepreneur, and then to joining Dianjing Network as a president, Tan Biao has accumulated a deep understanding of e-commerce marketing. "From its establishment in 2012 to the present, although the company has achieved certain results, the process is still arduous. Tan Biao said. Through years of e-commerce operation practice and experience summary, Dianjing Network has sorted out 15 capability structures, involving complex fields and capability requirements. "We found that many home appliance brands have been difficult to adapt to the requirements of the current market operation services, how to divide labor within the team? How to motivate effectively? As an asset-light operation service provider, we can disassemble these capabilities, carry out scientific division of labor, reasonably set up assessments and effective incentives. ”
Mao Yiping is currently the chairman of Dianjing Network, when talking about the future development of new retail in the home appliance industry, he said that the current status of Chinese home appliances in the world is very high, but there are still some problems to be solved in the e-commerce operation service industry.
The first is capability refactoring. The premise of capability reconstruction is that the organization needs to be restructured, and we need to think about what kind of capabilities are needed in the e-commerce service industry. "Judging from the 15 capabilities sorted out by the point crystal network, each of them has high requirements, and it is not easy to superimpose them as an operation service provider.
In this context, Mao Yiping bluntly said that the e-commerce service industry driven by the first chain in the past will be difficult to develop in the future, they need new empowerment, and they also need enterprises and organizations to be able to adapt to these empowerments. "At present, no channel platform can ignore its existence. Therefore, brands need service providers to have the ability to operate in all areas, and we now have the marketing planning capabilities of advertising companies, and at the same time, we can also complete the delivery, complete GMV, and ROI. Dianjing Network seems to have become a content manufacturer and marketing planner, which were not the capabilities that operators need to have before, but when we have these capabilities, we have won the recognition and trust of more major home appliance brands. ”
New capacity-building requires new talent. "In the home appliance industry over the years, what worries me the most is that both platforms and large manufacturers can attract excellent talents, but the attraction of young talents in the home appliance retail field is too weak, which is the biggest problem and the biggest hidden danger. Mao Yiping emphasized that when enterprises cannot attract outstanding talents, their creative ability must be discounted. "In recent years, home appliance operation service providers have not developed as well as home appliance manufacturers, and their ability is not enough to be more likely to be constrained by brands. If it can attract outstanding young talents in the future, this industry will definitely have greater value. ”
In order to strengthen the attraction of talents, Dianjing Network will start the management training program from 2022, and now the second phase of management training is still in progress, and it is expected to add nearly 50 graduates from 985 and 211. "Although newcomers are not proficient in business, they have no framework for thinking and accept new things quickly, which can help solve the problems faced by many service providers, such as aging management and organizational systems and distribution mechanisms. Tan Biao said.
At the end of the investigation, Lv Shenghua, editor-in-chief of China State Grid, said: "This visit, the biggest feeling is that Zhejiang home appliances people will never lie flat mentality, whether it is the e-commerce operator Dianjing Network, its parent company home appliance dealer Baicheng Group, or the local Zhejiang Household Electricity Transmission Association, everyone is thinking about change and embracing the new era." "Mechanics is like hard ploughing, and diligence knows itself. There is a lot to be done in the operation and service of household appliances, but it is necessary to find hope, see the way, adjust the structure, and establish a reasonable mechanism.
In order to further promote the exchange and cooperation between channels, manufacturers and platforms in the home appliance industry, and convey the latest industry trends. On March 13, 2024, the "Diversified Symbiosis and Path-2024 China Home Appliance Innovation Retail Summit", guided by the China Household Electrical Appliances Association, hosted by China State Grid, and co-sponsored by Aoweiyun, will be held at AWE2024 at the same time. This year, the organizer has increased the service for two-way interaction between channels and enterprises, and after the summit, TOP channel providers will be arranged to tour the booth area of AWE's main exhibitors.