A few days ago, news of the home furnishing industry's entry into e-commerce frequently came out, and Taobao Home Pavilion just opened soon; Alibaba's online shopping mall online press conference was held; Vanke Eslite also wanted to enter the home furnishing online marketing market, and so on. An undercurrent of the furniture industry has swept into the era of online marketing. Facing the new sales model, will the traditional home furnishing industry be affected or should it be transformed as soon as possible?
Impact is inevitable
It is reported that the high rents, high management costs, and numerous distribution links of the traditional store model have led to high prices of furniture terminals, forming a situation of 'serious departure from furniture prices and values'. The emerging online marketing e-commerce model is positioned among urban white-collar workers and middle-income mass working-class people, adhering to the purpose of origin and online shopping price, minimizing costs and trying to reduce intermediate links, giving consumers preferential prices to provide consumers with excellent The low-cost home lifestyle, in terms of concept only, is a great impact on the traditional store sales model.
Industry insiders analyzed that a large part of the current furniture cost is brought by the existing sales channel model. Regional distributors, provincial distributors, county and city agents, after increasing prices, and adding high rents in the store, The final price of furniture products has deviated greatly from the original price, and the most powerful thing on the Internet is the price system. If a company says on the Internet that the furniture industry is extremely profitable, then the entire furniture dealer model and the current furniture When the price structure is broken down, the industry's price system collapses as soon as this 'atomic bomb' is cast. '
Honesty is still a problem for online marketing
According to some survey data, the online sales of furniture in the United States accounted for 40% of the total sales, and the current proportion of the domestic home furnishing market has not reached too high standards. Therefore, whether the network can become a mainstream marketing channel will also Revolutionary changes to the entire industry landscape.
In fact, the home furnishing industry has had an early attempt to develop online marketing channels. However, until the Qumei Furniture Online Mall launched the "Qu Yituan" trillion-dollar group buying activity in 2010, the entire home furnishing industry's "touching the Internet" trend It was really stirred up.
Although online shopping has been recognized by many consumers, and has gradually become the preferred shopping method after 80 and 90, due to the particularity of furniture selection, some people cannot accept online shopping furniture. The reason is that furniture is a high price and large volume. And the products with a long service life must be personally felt before you choose them. You ca n’t touch them online. All information can only be learned from the product introduction and customer service introduction. Some merchants falsely report the material of the furniture in order to increase sales. . Therefore, in order to allow more consumers to accept online shopping for furniture, online retailers must communicate with consumers in a real way on the Internet, restore the original appearance of furniture, and establish a good brand for themselves with high-quality services and products. Image, so as to gain the trust of more consumers.
Combining with yourself is the way of survival
Experts said that for the e-commerce model of online marketing, many home furnishing companies have their own unique understanding and experience. In the eyes of most people, online marketing contains a certain market space, which can effectively complement traditional marketing channels. The network and the physical store are an important complementary relationship. Launching e-commerce does not depend purely on how much furniture is sold online. The main purpose is to hope that the network can help the physical store to promote and help the physical store sell goods.
The biggest problem of online marketing is reflected in after-sales service. The existence of physical stores provides a good localized service for online sales. In 2011, it is not technology, sales and other issues that should be considered most in the field of e-commerce, but ideas, methods, and innovative capabilities, including further discussion on how traditional marketing channels and Internet marketing support each other, and are interdependent. Anyone who understands the truth behind it, it is definitely not a wise move to blindly pursue online marketing and to abandon the skin and seek the fur.
In terms of Vanke Eslite's entry into home furnishing online sales, its sales last year reached about 2 billion yuan, and its competitors such as Metersbonwe, Li Ning, etc. had similar sales performance last year. Vanke Eslite decided to enter We still have to wait and see whether this move in the home online marketing market is wise.
Logistics and after-sales service must be perfect
With the extensive development of the Internet in the whole country, the rapid development of Internet marketing has been out of control, which provides companies with a rich market space. It is logical for companies to take advantage of Internet marketing. Network marketing is for the future of enterprises. Development will also have a decisive role for enterprises. However, it has always been the lack of perfect logistics and after-sales service that hinders the development of online shopping for furniture. Furniture is a special commodity. Whether it is purchased in a mall or online, transportation is a problem, and most online retailers do not have their own. The logistics system is handed over to other logistics companies. When there is a problem in transportation, the seller and the logistics will evade each other. The customer is ultimately injured, which also dispels the consumer's interest in online shopping. In addition, whether it can be perfectly combined with the after-sales service of traditional stores is also one of the issues that consumers are most concerned about.
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