The misconception that if customers don't come in, sales equal zero must be eliminated.

At present, if many home appliance retailers still insist on "bringing customers into stores and completing orders" to complete their business, their original intention is commendable, but their thinking and direction are completely wrong.

Because, for the entire home appliance retail system, whether it is an e-commerce online store, a physical store, or a WeChat store, attracting customers to the store is only a means, not an end. The ultimate goal is for home appliance retailers to use promotions to reach deals and achieve shipments. Therefore, we must insist on: that is, where the user is and where you want to make a deal, you should complete the deal there. You must not stick to the old ways and must attract customers to offline physical stores.

Therefore, all home appliance retailers must change their thinking and track and resolutely abandon the past "self-centered" single in-store transaction scene system. New multiple transaction scenes should be established based on user preferences and habits, that is, new transaction models in work, life, leisure and entertainment scenes. For example, at the site of home appliance promotion activities, users may not make transactions on the spot, but they can purchase them after returning home through mobile online WeChat stores, online stores and other platforms. The key is to establish contact and communication with users.

This is not a simple integration of online and offline, but a mutual complementation and improvement of online and offline. From this perspective, for a large number of offline home appliance stores, whether it is promotion, promotion, detonation, or even "one-to-one" personal network precision marketing, they should establish a new thinking of differentiated scene transactions. In other words, in-store sales is one, but it is wrong to focus on this.

In fact, in the Internet era, the emergence of platforms and tools such as WeChat, Weidian, and APPs have enabled the owners of home appliance retail stores to conduct business through a variety of more convenient channels and methods such as Weidian, websites, and APP online stores. In other words, business should be done in a way that is convenient for users.

In the past few years, a large number of home appliance companies and merchants have been promoting the transformation of their business methods from "sedentary merchants" to "mobile merchants", especially through launching a series of terminal promotion and promotion activities, experiencing the change from waiting for customers to come to the door to attracting customers into the store. However, this is only the first step of the transformation and only one of the means to change the mindset.

The second step is to be more thorough and comprehensive, that is, to establish a variety of transaction scenarios and ecosystems around the user's living and working environment, to use cross-border thinking and borderless concepts, to break the restrictions of stores and establish new platforms and ties. That is, online and offline are just means, and providing users with more sufficient purchasing motivation and more convenient transaction methods is the core purpose.

For many traditional home appliance retailers, they must not be dragged down and restricted by the offline visual transaction process of people going to stores, paying bills, and completing transactions. They must clearly see that sales should be made and transactions should be completed where the users are. This is a critical step that must be taken.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.