“Generally speaking, 'pan-home' as a concrete manifestation of joint marketing, the proper use of the products will greatly benefit the improvement of the value of both products.†Liu Wei, general manager of Tsinghua Tongfang Lighting Division, emphasized to the reporter of “High-tech LEDâ€.
With the development of the mobile Internet, "pan-home" marketing has not only been limited to the sale of physical products, the promotion of "soft power" is also valued, and the QR code sweeping, APP downloading and other methods are not uncommon.
In addition to the changes in service content, with the emergence of e-commerce platforms, the "pan-home" joint platform has gradually spread the sales position to the virtual platform of the network. Online sales have similar exhibits as physical stores and optimize the display format to effectively avoid over-cost expenses. In addition, the conscious guidance of the e-commerce platform, the combination of online and offline has become the main way of "pan-home" marketing means, this performance is particularly evident in the trend of smart home.
In June of this year, Jingdong United Sunshine, Hongyan, TCL, Huawei, Lenovo and other manufacturers released a super APP product - "Jingdong" cloud service, which can control a variety of smart devices of different brands. After Jingdong, Tmall will also launch a similar service project.
"The so-called intelligent home is bound to integrate a single product into the entire intelligent home system. The intelligentization of individual home products is difficult to achieve climate." Dr. Zhang Xiaofei, CEO of Gaogong LED, pointed out.
Regarding the measures of Jingdong, Tmall and other platforms, Hu Wei also agrees and believes that they will play a role in checks and balances in the future pan-home system.
"Although lighting companies and home building materials companies can form a platform for common promotion, but the long-term healthy development of this platform needs to be balanced by third parties." Hu Yu explained.
As the so-called "one mountain can not accommodate two tigers", in the case of evenly matched enterprise strength, the lack of an effective mechanism for the sale of enterprises is not uncommon.
"Enterprises are exclusive. This third party can be an e-commerce platform such as Jingdong, but it must not be served by suppliers." Hu Wei stressed.
Of course, platforms such as Jingdong are also interested in this role. Yan Xiaobing, vice president of Jingdong Group and general manager of the home appliance business department, told the media that the Jingdong cloud service platform interoperability strategy has opened up barriers between various vendors, and manufacturers joining this platform can achieve control.
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