不变革，毋宁死

Don't change, or give me death

[标签]：电动车变革,创新,电动车专题

[TAB] : electric cars change, innovation, the electric car project

[提要] 电动车行业从肇始到繁荣，一步一步走到今天已经进入了一个拐点。这一迹象从2014年电动车行业的整体形势开始蔓延，2015年必然会更加突出。

[abstract] electric car industry began to boom, step by step go today has entered a turning point. The signs from 2014 electric car industry overall situation began to spread, will inevitably become more prominent in 2015.

前言：从日本的马桶盖说起

Foreword: the toilet cover from Japan

　　春节前后，网络媒体人吴晓波的一篇《去日本买只马桶》在网络上引起热议，激进派、爱国者、悲观论调等等派系唇枪舌战，上演了一场新年“网络战”。日前，《春节期间中国人在日本消费60亿元》的新闻通讯更是将这场“论战”推到风头浪尖，日本日用消费品的这次“反扑”让众多中国厂家措手不及的同时也一脸愕然。本期我们准备的话题与此相关，力图透过日本日用品产业的生存状态来剖析电动车行业一些端倪，它山之石可以攻玉，冀以希望为行业提供一些有裨益的启发。

Before and after the Spring Festival, the network media xiao-bo wu a \"buy a toilet to Japan caused heated debate on the Internet, radical, patriot, pessimism, and so on factions lips gun heated dispute, staged a\" cyberwar \"in the New Year. A few days ago, the Chinese spending 6 billion yuan in Japan during the Spring Festival of news communication is the \"controversy\" pushed to the forefront, Japan's consumer goods the \"more\" let off guard as well as many Chinese manufacturers face startled. In this issue we are going to topics related to this, and tries to through the survival state of the Japanese commodity industry to analyze the electric car industry, stone of tashan can offend jade, ji in hope to provide some helpful inspiration to the industry.

　　事件回放：2015年春节期间，在很多赴日旅游的中国消费者购物清单中，有除臭、冲洗、烘干、抗菌等功能的马桶盖成为新宠。有报道称，在中国旅游团光顾的一些日本电器店中，这种马桶盖已经频频出现断货现象。这种“日本马桶盖”，由于其科技含量和人性化程度都比较高，满足了现代人不断提升的消费需求。而且，这种马桶盖价格也并不算高，2000多元的价格，很多家庭都能够承受。功能很强大，人性化程度很高，走红也是情理之中。事实上，很多日本销售的马桶盖，都是在中国生产制造的，为什么国内不热国外热，到底是我们培育市场不够，还是只顾埋头加工不曾抬头看市场？到底是企业的意识问题，还是消费者崇洋媚外？

Event playback: during the Spring Festival in 2015, in a lot of trip to Japan by Chinese consumers shopping list, deodorization, washing, drying and antibacterial functions such as toilet cover to be bestowed favor on newly. , according to reports in China tour to visit some of the Japanese electronics store, this seat has been frequently appear break goods phenomenon. The Japanese toilet cover, due to its content and the degree of the humanization of science and technology are high, meet the constantly promoting demand of modern people. Moreover, the toilet cover the price also is not high, the price of 2000 yuan, many families can afford to. Function is very powerful, the humanization level is very high, popularity is also understandable. Toilet cover, in fact, many Japanese sales are manufactured in China, why don't the domestic foreign hot, what is our market is not enough, or a spouse processing didn't look up at the market? What is the consciousness of the enterprise, or consumer......?

　　事件反思：能不能占有市场说到底还是要靠产品说话。真正有一批过得硬叫得响的产品，何愁没有广袤市场；真正有一批靠科技和诚信壮大的企业，何愁没有经济新常态。归结到电动车行业，新能源大有前途，也大有学问，推动制造升级和创新科技的融合，这就是“日本马桶盖”走红带来的启示。

Event reflection: can occupy the market, in the end still want to rely on products. Really have a batch of ying products, that why should I worry about not vast market; Really have one batch of science and technology and strong integrity of the enterprise, why should I worry about not economic new normal. Due to the electric car industry, new energy is a future, have knowledge greatly, also promote manufacturing upgrading and innovation, the integration of science and technology, which is \"Japanese toilet cover\" fame bring enlightenment.

　　电动车行业从肇始到繁荣，一步一步走到今天已经进入了一个拐点。这一迹象从2014年电动车行业的整体形势开始蔓延，2015年必然会更加突出。这个迹象就是市场这位女神越来越亲睐创造者和革新者，墨守成规、浑水摸鱼的企业路子则会越走越窄，最后挣扎在溃败边缘。2014年行业表面上万马齐喑，实际上却是暗流涌动。破局者伺机而动，冷不丁的就会在某个节点爆发，如同日本的家用消费品一样，给行业众生一个大大的“Surprise”。先发者制人，后发者制于人，这是企业竞争亘古不变的金科玉律。

Electric car industry began to boom, step by step go today has entered a turning point. The signs from 2014 electric car industry overall situation began to spread, will inevitably become more prominent in 2015. The signs is that more and more market the goddess content creators and innovators, rut and fish in troubled waters way will be more walk more narrow, the last struggle in the edge of collapse. 2014 industry 2014 horses stand mute. On the surface, in fact is the undercurrent. Broken the waiting game, suddenly will explode in a node, like Japan's household consumer goods, to the industry being a big \"Surprise\". Start the system, system of attacker to man, this is a timeless enterprise competition the golden rule.

变革诱因：“兵”临城下，迫在眉睫

Change triggers: \"soldiers\" the enemy, is imminent

——2014年电动车行业危机显现

- the electric car industry crisis of 2014

危机一：市场透支，增长乏力

A crisis: overdrawing the market growth

　　2014年电动车突然出现意想不到的下降，而且下降的幅度如此之大，让业界有些措手不及，尽管有受到宏观经济下行影响的推力，但不是主要因素，而是行业自身这么多年来发展多种作用叠加与具有相同功能的产品分化、城市大量的交通工具出现（地铁）所导致的结果。实际上，从近四五年行业发展来看，电动车每年以如此大的产销量（中国自行车协会统计的数据是3695万辆，连续超过3000万辆已经保持了4年之久，社会保有量已经接近2亿辆），达到了全中国人7个人就拥有一辆的庞大数量，饱和迹象非常明显。

2014 electric cars sudden unexpected decline, and the decline range is so big, let the world has caught off guard, although there are affected by the macro-economic downward thrust, but it is not the main factor, but the industry itself over the years developed a variety of combination and have the same function product differentiation, the city appears a large number of transport (subway) caused by the results. In fact, from the point of industry development nearly four or five years, electric vehicles each year to such a large volume (China bicycle association statistics data is 36.95 million, more than 30 million vehicles have maintained the four consecutive years, society has already nearly 200 million cars, up to the whole Chinese seven people have a large number of signs of saturation is very obvious.

　　另一方面，行业过度扩张与销售，透支了市场的预期。连续多年的以旧换新、电动车下乡等促销活动，在电动车使用寿命延长的情况下，消费者购买人群逐渐减少。大家可以了解，四五年之前，电动车使用寿命只有三四年的时间，而从近二三年时间看，电动车的使用寿命可以延长至五年以上。

And sales industry, on the other hand, excessive expansion, overdraw the market's expectations. For many years to old change new, electric cars to the countryside, such as sales promotion, in the case of electric cars to extend the service life, consumers to buy the crowd gradually reduce. Everyone can learn, four or five years ago, the service life of the electric car only three or four years, and from almost two or three years time, the service life of electric vehicles could be extended to five years.

 危机二：产能过剩，利润下滑

Crisis 2: excess capacity and falling profits

　　产能过剩引发的价格战是2014年的主旋律。据初步估计，2014年的电动车行业产能规模预计是实际需求的150-180%。因此，2015年企业不管采取什么措施避免卷入价格战，因更多的企业急于扩大销量规模而不得不跟进其中。价格战所引发的骨牌效应非常明显，使得行业的整合速度加快，集中度进一步提高。行业整合造成的冲击是显而易见的：中小企业因无法具备价格竞争优势而出现退出潮，其退出的数量占到整个行业的20-30%之间。据不完全统计，目前行业内市场活跃度高的整车企业仅剩下不到350家(2014年行业内市场活跃度高的整车企业在400家），全年电动车的产销量预计同比下降20%以上。

Excess capacity caused by the price war is the main melody in 2014. In 2014, according to a preliminary estimate of the electric car industry scale of production capacity is expected to be the actual demand of 150-180%. So in 2015 enterprises no matter what measures to avoid price war, due to more and more enterprises are eager to expand the scale of sales to follow up. Price war has triggered a domino effect is very obvious, making the industry integration of speed, concentration further increased. Consolidation of the impact is obvious: small and medium-sized enterprises (smes) could not be exit wave due to the lack of price competition advantage, the number of the exit of between 20-30% of the whole industry. According to incomplete statistics, at present the industry market activity of automobile enterprise only less than 350 (2014 industry market activity of automobile enterprise in 400), the annual electric production is expected to fell by more than 20%.

危机三：夹缝生存，雪上加霜

The crisis three: result, worse

　　电动自行车的功能性非常单一，就是人们用来移动用的代步工具，这个市场范围内的竞争十分激烈，有更为舒适高端的汽车，更省力快速的摩托车，更环保健康的运动自行车等，这些与电动自行车相比，都有着显著的竞争优势，无法做到一家独大的电动自行车行业，面对着多方挤压的竞争态势，必然会遭受到消极作用。

The functional sex of the electric bicycle is very single, is that people used for mobile use off-road vehicles, within the scope of this market is very competitive, there is more comfortable and high-end car, motorcycle is more efficient to fast, more environmental protection health sport bike etc, these compared with the electric bikes, has a significant competitive advantage, can't do the dominance of electric bicycle industry, faced with various extrusion competition, will inevitably suffer negative effects.

　　替代产品的不断涌现与老百姓收入的增加，使得电动车的需求对象越来越缩小。如果说，电动车自行车是工薪阶层的代步工具、老百姓（包括农民）重要的谋生手段、物流的重要货载工具，那么电动三轮车、电动四轮车、汽车等比电动车更好的载物、代步工具的流行，就无异于大量蚕食着电动车的市场。有数据显示，整个2014年，电动三轮车与电动车四轮车的销量预计突破1000万辆，从而出现几乎所有的农村市场电动车的销量在急剧下滑，而电动三轮车与电动四轮车的市场在快速地上升。农民几乎抛弃了电动车自行车，进而选择了电动三轮车与四轮车。城市大量的使用电动车的消费者中相当一部分人群转向使用了汽车。而学生、白领等消费电动车人群，在健身、娱乐、休闲、环保宣传的推动下，转向使用中高档自行车......电动车在汽车、电动三轮车、电动四轮车、中高端自行车的围剿下，今年出现了如此大的销售萎缩是必然的现象。

The growing emergence of substitute products and people income increases, object makes the demand of the electric car is more and more narrow. If the electric bicycle is working-class transport (including farmers), people important to make a living, the logistics of important load tools, electric tricycle, electric motorcycle; then, auto geometric electric cars better cargo, the popularity of transport, would be a lot of eating away at the electric car market. Are data shows, the whole in 2014, the electric tricycle and electric motorcycle; sales is expected to exceed 10 million vehicles, which appear almost all of the rural market electric vehicle sales in a steep decline, while the electric tricycle and electric carriage market rising quickly. Farmers almost abandoned electric bike, then choose the electric tricycle and carriage. A considerable number of city a large number of the use of electric cars consumers groups are turning to the car. And electric consumption crowd, such as students, white-collar workers in fitness, entertainment, leisure, environmental awareness, to use high-grade bike... Electric vehicles in the automotive, electric tricycle, electric carriage, in the high-end bicycle, appear so much this year sales atrophy is inevitable phenomenon.

 理念变革：关注细节，创意卖点

Concept change: pay attention to details, creative selling point

——电动车行业粗放式发展的时代已经终结

- the development of the electric car industry in vulgar era has come to an end

　　如今很多电动车企业依然保留着过去的那套经营理念，向产能要利润，一味地扩大生产规模。殊不知在消费市场饱和、成本优势丧失的当下，这种行为无异于作茧自束。过多的产品积压带来资金周转的压力，进而影响到企业的健康发展。还有很多从业者明白这个道理，却存在着“不变等死，变则找死”的转型恐惧症。随着市场供大于求状态的一再升温，电动车行业一早就喊出了需要技术、需要创新的口号，但时至今日，真正踏踏实实做科研、优化、创造的电动车企业又有几家？这是好高骛远的典型，大多数企业明明没有这个实力，却有很多在编织自己的海市蜃楼，并以之为傲。其实，在市场低迷状况下，中小企业无须背负多大的使命感也未必要践行那些“伟大”的字眼，在媒体人看来，只要能直面现实，那至少就具有了成为勇士的资格。如果能像时下流行的日本日用产品那样，多一分心思在用户需求上，制造出几款优秀的产品，那离成功也就不远了。

Now a lot of electric enterprise still retains its past that set of management idea, to the capacity to profit, constantly expand the scale of production. But in the consumer market saturation, loss cost advantage of the present, this kind of behavior is a cocoon from the beam. Too much cash flow pressure on the product backlog, which affects the healthy development of the enterprise. There are many practitioners understand this truth, but there is a \"constant waiting to die, die\" the transformation of the phobia. As the market supply of the state of the repeated heating, electric car industry early shouted out the slogan of need technology, innovation, but today, steadfast to do scientific research, the optimization, creating real electric car companies have several? This is the typical bitting, most companies don't have the strength, obviously there are a lot of in weaving a mirage, and are proud of. In fact, under the market downturn, small and medium-sized enterprises do not need to carry much sense of mission is not to practice the word \"great\", in the media, as long as you can face up to reality, that is at least as warriors. If you can like the popular Japanese daily products, more thoughts on the user requirements, produce a few outstanding product, it is not far away from success.

　　现如今，由于对生活品质有了更高的追求，国人的消费理念正在悄然变化，在国内食品安全无法保障的情况下，中国人把目光投向海外，因此才会有洋奶粉、洋大米等的“获宠”；即使是在生活用品上，能令头发干爽柔滑的电吹风、能让主妇轻松省力的菜刀也会更受青睐。

Nowadays, because of the quality of life have higher pursuit, is quietly changing people's consumption concept, in the case of domestic food safety cannot guarantee, Chinese people look to overseas, so just can have the milk powder, rice and etc \"spoil\"; Even on the articles for daily use, can make the hair is dry and soft hair dryer, can make housewife easily the kitchen also will be more popular.

　　遗憾的是，直到今天，电动车企业和用户需求变化的对接工作并没有做好，并没有在用户身上大做文章。诚然，大多数企业在电动车技术先进程度难以达到，但想方设法在自己能力范围内生产出一款在某方面打动用户的贴心产品，恐怕没有想象中那么难，不少电动车企业正是在这一环节缺席了。

Unfortunately, until today, the electric enterprises and users demand docking work isn't ready, and not upon the user. Indeed, most of the enterprises in the electric vehicle technology is difficult to reach the advanced level, but the ability to seek in their scope of endogenous output a in some way by the user's intimate products, I'm afraid no imagination in so difficult, a lot of electric enterprise is absent in this condition.

　　实际上，追求“好用”的消费者并不在少数。按照2013年末国家统计局公布的一份最新调查结论，6万元-50万元是界定我国城市中等收入群体家庭收入的标准。有媒体将这一人群的消费习惯概括为“很难被打动、不容易被广告打动、性能偏好者、喜欢价廉物美的商品、愿意为新技术和新体验埋单”。不仅是中产阶层，在消费逐渐精准、细化的今天，不同年龄层次的消费者具有不同的消费特点，制造商完全可以在“讨用户欢心”上迈出脚步。例如，在老龄化严重的日本，一个放在老人冰箱里的小东西很受欢迎，这个小东西在每次冰箱被打开时会给子女手机上发射信号，子女可以根据收到信号的情况判断父母是否身体健康、生活正常。这个生动的例子也许可以说明，中国人为什么要抢日本的马桶盖，但作为带给行业的启示，电动车行业企业应该抢的，是日本制造商为用户着想的心思，以及与之相伴的积极行动。

In fact, the pursuit of \"good\" consumers are not in the minority. In accordance with the end of 2013 to a new survey released by the national bureau of statistics, 60000 yuan - 500000 yuan is to define standards of our country's household income of urban middle-income groups. Have this group of media consumption habits summed up as \"it's hard to be touched, it is not easy to be AD, performance preferences, like cheap and fine goods, is willing to pay for new technology and new experience\". Is not only the middle class, in the consumer gradually precise and detailed today, consumers have different consumption characteristics of different age levels, manufacturers can stride on \"win the favor of users. In aging serious Japan, for example, an old man in the fridge on the little thing is very popular, every time the little one in the refrigerator is opened when transmitting on his mobile phone to their children, children can be according to the situation of the received signal whether parents good health and a normal life. The vivid example might be that the Chinese why want to rob the Japanese toilet cover, but as to the revelation of the industry, electric car industry enterprises should take, is the mind of the Japanese manufacturers for the sake of users, and accompanied by positive action.

行动变革：条条大路通罗马

Action changes: all roads lead to Rome

——2015年电动车企业可以参考的几个点

- 2015 electric car companies can refer to several points

企业重组与兼并之路

Corporate restructuring and mergers

　　农历羊年的新年钟声即将敲响之际，爱玛、富士达实现资源重组的消息犹如一颗重磅炸弹引爆了整个电动车行业。而爱玛此番与富士达的强强联合，双方的人力资源、产品研发、品牌营销、渠道等资源实现优势互补，两家企业也将有更多精力在各自更为擅长的领域大展拳脚。这说明国内电动车市场进一步走向集中，行业竞争格局发生了不小的改变。

Lunar month in the New Year bell will be rung soon, Emma, the iso9000 implementation resources reorganization of news came as a bombshell to detonate the electric car industry. And Emma's combination with the iso9000, the two sides of human resources, product development, brand marketing, channel resources to realize complementary advantages, such as the two companies will also have more energy to make more good at in their respective fields. This shows that domestic electric car market further to focus, a lot of changes in the industry competition.

　　事实上，资源整合是提高企业核心竞争力的关键，特别是在行业面临转型升级的关键时期，企业通过兼并等手段实现扩张，最终成功的例子不胜枚举。继爱玛与富士达重组之后，仿效的企业将会相继出现。尽管数量不会很多，但对行业必然会产生很大的震动。如果爱玛与富士达重组能在短时间见效，恐怕在2015年会出现一波品牌重组的高潮。

In fact, resources integration is the key to improve enterprise core competitive ability, especially in the critical period of transformation and upgrading of industry faces, enterprise expansion, by means of mergers and acquisitions, etc and the eventually successful examples. After Emma and fost restructuring, follow the enterprise will be appeared. Although the quantity is not many, but will make a big shock to the industry. If Emma and fost restructuring can work in a short time, I'm afraid the climax of a wave of brand restructuring in 2015.

那么到底那些企业可以从兼并与重组中获益呢？

So what the enterprise can benefit from the merger and reorganization?

　　第一类是双方中的一方弱项正是对方的强相，通过重组以此弥补各自的弱项；

The first is the one of the weaknesses of the other side is strong, by restructuring to offset their own weaknesses;

　　第二类是双方强项进行重组，使得双方无论是品牌还是制造能更加的强大；

The second category is the strengths of both sides restructuring, make both sides both brand and make more powerful;

　　第三类是跨界重组，业外资本或企业参股或控股业内企业，从而实现双赢。

The third class is a cross-border restructuring, outside the capital or equity participation or holding industry enterprises, so as to realize a win-win situation.

　　不得不指出的是，2015年无法实现规模效应的企业都面临被竞争对手消灭的严峻现实。基于生存与发展考量，中型企业（无论是零部件还是整车）之间在市场整合力度加大的挑战面前，采取重组（或合并）不失为一大策略。但是，重组之后究竟是双赢，抑或得不偿失，目前尚无法预料。

Have to point out is, 2015 cannot achieve economies of scale of enterprises are facing is to eliminate the grim reality of rivals. Based on the survival and development, medium-sized enterprises (both parts and vehicle) in front of the challenge of strengthening market integration between undertaken (or combined) is a great strategy. However, after the restructuring is a win-win situation, or do more harm than good, it is unpredictable.

以电动车智能化为卖点

Was sold on the basis of intelligent electric cars

　　尽管去年在推广电动车智能化上个别企业叫的震天响，但真正推广成功的，目前还没有成功先例可循。为什么小小的手机智能化飞速地发展，而电动车植入了智能化的“物联网”（哪怕是徒有虚名的智能）概念却显得举步维艰，原因有多方面：

Although last year on the promotion of electric vehicle intelligent individual companies called blaring, but the real success, there is no successful precedent. Why small mobile intelligent fast development, and the intelligent electric vehicles into the \"Internet of things\" (even if the fictitious smart) concept is struggling, has many reasons:

　　一是消费者群体的收入较低，对这种需要支付费用的智能化电动车不愿承担每月的互联网费用；

One is the lower income consumers, the need to pay fees intelligent electric vehicles are reluctant to pay for the monthly Internet;

　　二是目前行业内还没有大规模的推广，消费者接受还需要一个过程；

Second, there is currently no large-scale promotion in the industry, consumers will also need a process;

　　三是产品是否符合市场的需求，还有待消费者的检验。

Three is the product conform to the demand of the market, has yet to be test of consumers.

　　尽管业外公司在推广物联网上有失败而告终的先例，但更多的业外公司会前仆后继。因此，在规模大企业的大力推广之下，2015年将引来一个智能化电动车的开启之年。由于业内企业在投入物联网上处于被动应对，因此，大面积的推广显得非常的艰难。但是个别企业在推广电动车智能化上非常的积极，原因在于他们意识到电动车智能化是未来的方向。

Although outside the company on the promotion of the Internet of things has failed precedent, but more of each company will rise again. Therefore, under the promoting of large-scale enterprises, 2015 will attract a intelligent electric car open. Due to the industry enterprises in the investment on the Internet of things in a passive response, therefore, a large area of promotion is very difficult. But individual companies in the promotion of intelligent electric cars are very positive, because they realize intelligent electric vehicle is the direction of the future.

企业营销策略向微观发展

The enterprise marketing strategy to the micro development

　　多年来大手大脚的营销方式由于企业的利润减少而变得节俭。今年将有更多的企业会借助已经扁平化的销售渠道，向诸如微信终端、网站建设等花销少的营销方式转变。因此，今年无论企业规模如何，都会对微信终端的市场推广加以重视，以便让企业不仅获得更多经销商，而且可以直接进入到更多的终端消费者层面。因此，整车企业对微信的使用从仅仅发信息，向收集经销商与终端消费者信息过渡，为企业互联网销售产品做好后续支持。

Over the years, lavishly marketing because of the reduced profits and frugal. This year there will be more and more enterprises will use has flat sales channels, such as micro letter to terminal, such as the website construction spending less marketing transformation. Regardless of the scale, as a result, this year will be for micro letter terminal marketing, so that the enterprise not only obtain more dealers, but also can enter into more directly to the end consumer. Automobile enterprise, therefore, the use of micro letter from just send messages, transition to a collection agency and the terminal consumer information, Internet sales product follow-up support for the enterprise.

O2O网络销售步伐

O2O network sales pace

　　随着企业市场推广、寻找经销商代理品牌的成本越来越高，更多的企业将精力投放到简单而又直接且花费相对少的线上销售中去，他们通过借助于如京东、淘宝、天猫、上海1号等诸多知名网站进行O2O销售。业界预测：2015年企业竞争从线下进入到线上。如果说，2014年网络销售是电动车起步之年，那么2015年将是电动车企业在网上销售获得快速成长的一年。尽管2014年线上销售对与企业的增长并没有带来多大的贡献，或者说网络销售仅仅是企业销售非常小的一部分。但从今年开始，部分整车企业的销售将出现爆发式的增长。这归功于四大因素：

As the cost of enterprise marketing, looking for distributors agent brand more and more high, the enterprise will be more energy into the simple and direct and cost less to online sales, they using cat like jingdong, taobao, day, Shanghai no. 1, and many other famous websites O2O marketing. Industry forecast: 2015 enterprise competition from offline to online. If network sales is electric start the year of 2014, then 2015 will be electric enterprises experienced rapid growth in online sales a year. Despite the online sales of 2014 and the growth of the enterprise did not make much contribution, or is the company sales network sales only a small part of it. But starting this year, sales of part of the automobile enterprise will be seen explosive growth. This is due to four factors:

　　一是企业在O2O赢利点进行了调整，对线上与线下的职责进行了合理的分工，使得线下与线上的利益问题得到了较好的解决；

One is the enterprise in the O2O profit points have been adjusted, the duties of the online and offline has carried on the rational division of labor, the interests of offline and online is a good solution;

　　二是由于企业多年来培育的经销商网点起了作用。实际上实现O2O最大的关键点就在于产品经过线上销售之后，线下的网点就成为企业实现目标的关键。

Second, as companies for many years to foster's dealership network play a role. Actually achieve O2O the biggest key is that the product after online, offline network becomes the key to enterprises achieve their goals.

　　三是传统实体店是网络销售不可或缺的载体，成为了企业推行O2O的共识。随着线上的销售规模扩大，实体店的作用功不可没，线上与线下实现了和谐统一，两者缺一不可，出现了共享销售成果的结局；

Three is indispensable to the traditional entity shop is online sales carrier, becomes the enterprise to implement the consensus of O2O. As online sales scale, the role of physical stores, online and offline realizes the harmonious unification, both be short of one cannot, appeared to share the end of the sales results;

　　四是厂家与经销商对布点的要求不再以市口、地段等传统的选择标准条件，而是在点面结合分布上的均匀。经销商的店铺成为厂家的形象与代表。经销商与厂家不是买进产品销售区产品的角色，而是成为了企业向市场的延伸。

Four is manufacturer and distributor of a publication requirements no longer with traditional selection criteria, such as head, location conditions, but in the distribution provide uniform. Dealer's shop become the image and representatives of manufacturer. Dealers and manufacturers are not buying product sales areas the role of the product, but become the extension of enterprises to the market.