Pros and cons of furniture industry e-commerce platforms
At the "2011 Guangzhou International Furniture Expo " , many furniture companies disclosed to the media ambitiously that developing e-commerce services for furniture is a big plan for them in the future. However, according to a survey conducted by Phoenix Online on a number of post - 80s consumers, they all expressed a consistent attitude of resistance to whether they are willing to purchase furniture online. On the one hand, the furniture company " Haohuohuo " is ready to show its strengths to the e-commerce industry; on the other hand, consumers are pouring cold water, and online consumer desire is not strong. The situation between the two sides of ice and fire appears. Is this a feast for furniture dealers intoxicated by themselves, or is it the general business situation? We talked to some furniture network customer service and found an interesting phenomenon: today's furniture network is only stuck on the price war level. Some customer service even said that their furniture is two-thirds cheaper than the promise of the physical store. Of course, we will not ignore the current voices of consumers. We found that for a group of post- 80s white-collar workers, online furniture purchases are still at an unknown stage, because they know very little about furniture e-commerce, and because furniture is operated on e-commerce It is not mature yet, and it has not penetrated into the hearts of the people. For example, they would say: " Online prices are the same as in physical stores. It is better to buy them in physical stores, and online shopping is expensive. " " Large items are not credible when purchased online, and the quality of furniture is not like clothes and electrical appliances. It is difficult to have Accurate guarantee, it is also troublesome to return the goods. " Consumer acceptance is not high, and the business model of e-commerce is not yet mature, but the head of furniture brand planning has told the development of e-commerce that it is more conducive to enhancing the popularity of furniture brands. Jack? Welch, former president General in Guangzhou trip also talked about the electricity supplier, he from another highly developed to analyze the need for electricity providers, such as bureaucracy can be eliminated, to focus more resources on product research and development. Furniture e-commerce may not feel too much for consumers now, but companies that want to walk in front of consumers realize that this is a delicious piece of fat, they must start in advance, but the premise is to eliminate all obstacles and create another Fan marketing model situation. ã€Three Major Drivers】 Driving furniture manufacturers to step into the e-commerce field, many people have always felt that the reaction will be profit temptation, which is of course one of the reasons. However, as an e-commerce business with only auxiliary marketing functions, it is difficult for ordinary SMEs to win huge profits. Even Zhixing Air Conditioning Chairman Li Xinghao also said that their half-year turnover of Jingdong.com, which has a mature online shopping system, is only 100 million. The annual contribution of 6 billion in sales is minimal. The furniture companies hope to use this model to promote their brand image and greatly increase offline sales. The huge sales potential of the network brings opportunities 2011 can be said to be the first year of home e-commerce. The e-commerce industry and the media circle have also discussed wave after wave of the home industry's efforts in the e-commerce field. As of the beginning of 2011 to July , the turnover of the Taobao home furnishing industry reached 1.89 billion yuan, an average monthly increase of 24.9% , and continued to maintain the momentum of rapid growth. It is estimated that the turnover of Taobao's online shopping market in 2011 will reach 4 billion, which indicates that the upsurge of furniture e-commerce has come. Because the new generation of consumer groups are rising rapidly after 1980s and 1990s , their dependence on the Internet is showing an accelerated upward trend. Industry insiders predict that the next 10 to 20 years will definitely be a period of high integration between the furniture industry and the Internet. Phoenix Network once talked with the customer service staff of Melaleuca Furniture. They said that the current customers are still mainly young people. These huge data all reflect the huge consumer market of e-commerce, which can open up huge development space for home furnishing enterprises. Inflation exposes the drawbacks of traditional sales channels In addition, due to the presence of these three factors of rising rents expensive, high administrative costs and a number of distribution areas, eventually leading to the terminal price furniture products are not ranked high on the formation of the status quo "Furniture price and value serious departure" of. A large part of the furniture cost is brought by the existing sales channel model. Regional distributors, provincial distributors, county and city agents, after increasing the prices, and the high rents in the store, the final furniture products The price has deviated greatly from the original price, which not only brings great pressure to the operation of the enterprise, but also a huge test on consumer spending power. Therefore, furniture companies will consider the conversion of marketing models, e-commerce is undoubtedly a good attempt. The ultimate goal of e-commerce is still to strengthen the brand In China, Qumei Furniture can be regarded as a successful e-commerce. Last year, Qumei completed more than 100 million sales in a short period of time , becoming a classic e-commerce marketing. Its marketing model is worthy of reference. In addition, it has brought it a considerable amount of intangible assets through e-commerce: strengthening its brand image. Anyone who enters its official website will be impressed by Qumei's simple and stylish furniture style. Long Jinghui, the head of Guangzhou Lidao Brand Planning Company, who once participated in the planning of a furniture brand in Shenzhen, expressed his opinion on Phoenix.com: "The branding operation of an enterprise cannot be separated from the promotion of the media. In general, choosing three paths through media promotion Can: First, professional industry media; Second, professional industry exhibitions, which cost less and have greater effects; Third, the construction of an e-commerce platform, which is not only a corporate brand image window, but also can collect feedback information from the first-line market, thus Continue to improve the enterprise service system and improve the brand image. " At the same time, he added that according to the development of home e-commerce in the next one or two years, profitability is still not the main purpose of the enterprise: " The biggest mission of e-commerce is not for sales. sales, not in order to grab more traditional dealers 'rice bowl', but as a secondary conduit for the sales cycle, which plays a complementary differences, window service, product display and other functions, at present, it is still the biggest mission for enterprises to create Brand. " [Three major injuries] The above three reasons prove that the furniture industry must develop e-commerce, and the traditional industry grafting e-commerce is theoretically perfect. However, the facts are more difficult to carry out than expected. At present, logistics and e-commerce platforms are not perfect enough, but for companies with a little capital, it is not difficult to improve these two aspects. On the contrary, the price conflicts between online and offline products, and the protection of the interests of agents everywhere may be the biggest difficulties encountered by traditional enterprises when they get involved in e-commerce. Logistics: temporarily the biggest roadblocker Undoubtedly, from the current situation, the shift from the traditional sales model to integration with e-commerce has become the future development trend of the furniture industry. But for all enterprises, the difficult choice is not whether to embark on the road of e-commerce, but how furniture sales should be combined with e-commerce to solve the current dilemmas in order to really play a role in the enterprise. For the time being, logistics seems to be the biggest roadblock. Wang Ying, who is engaged in web editing, is renovating her new home. She said that she will only buy small homes from the Internet, such as small benches. Even if the purchase is not suitable, it is also a matter of dozens of dollars. Wang Ying represents the mentality of most netizens: distrust of big furniture brands. Looking at the current development trend of home e-commerce, the first thing to exert force and have a good momentum is the bathroom sector, but furniture brands rarely ask Taobao sellers. Investigate the reason, because almost all furniture products belong to large items, which are prone to various problems in logistics. It is easy to damage during the delivery. After the goods arrive, they are transported upstairs and who is responsible for the installation. There are also many needs for buyers and sellers to communicate with each other. In case of quality problems, the responsible party is not very clear, and the seller will face many problems that are not easy to solve if he wants to verify the product problems. There is a problem, is the manufacturer responsible? The seller is responsible? Logistics is still responsible, and many unclear accountability issues will arise. This is the biggest problem restricting the development of home e-commerce. Expert Tips: Furniture companies must first carefully inspect their own products to ensure that the quality is passed, so as to minimize the trouble of following orders. In addition, with reference to the mature foreign furniture marketing model, a consumption chapter law that is in accordance with its own situation and can ensure the maximum benefit of consumers is formulated. Dealer benefits: different product lines avoid conflicts In the choice of e-commerce mode, another common problem facing furniture companies is: how to integrate the market distribution system with e-commerce instead of conflict ? In this "2011 Guangzhou International Furniture Expo " , many manufacturers have mentioned The problem. The mainstream sales channel in the furniture industry is the distribution system. The cost of entering e-commerce products must be lower than that of physical stores. Whether the producers make profits for consumers or sell at local store prices, they will hurt the price benefits of local distributors and cause rejection. Therefore, once an enterprise chooses improperly on the e-commerce sales model, it will affect the sales of dealers' physical stores, thereby destroying the entire huge market distribution system. In response to this problem, furniture companies that are currently engaged in e-commerce are carefully avoiding them. Experts' suggestion: Phoenix Network found in its investigation that some companies have gone to an extreme in order to circumvent this problem. For example, Hanfield Furniture, they all use the online sales model, but they take a relatively large risk. Another more tricky way is to use online and offline products to differentiate sales: physical stores sell high-priced products and new products, while low-end products and old products are sold online. In this way, there is no conflict between online and offline, the sales of physical stores are not affected, and online sales and store sales form a complementary situation. Platform construction: self-built and cooperation have drawbacks Today, many people who have research on furniture e-commerce point out that it should be noted that e-commerce platforms must be self-built, and relying on third-party professional e-commerce platforms still has certain risks. Because no matter how well you do in Taobao Mall or other platforms, it will always be someone else ’s website. If one day this website can no longer cooperate with the enterprise because of different concepts, then the various efforts made by the enterprise in the early stage All in vain. Another problem will also arise. Enterprises self-built e-commerce platforms and carry out maintenance and promotion also require continuous human and capital investment, which is still difficult for a large number of small and medium-sized enterprises. Expert Tips: When the resources such as human resources are not mature, you can try to cooperate with a third party with the right door, and then do a slow transition, and then build your own platform to manage it. ASTM D2846 Water Supply Cpvc Fitting Cpvc Union,Pressure Cpvc Tee,Pressure Cpvc Union,Astm Water Supply Cpvc Fitting Zhejiang Huangyan Minghua Plastic Pipe Fitting CO.,LTD , https://www.pipefitting-mh.com