E-commerce-furniture market also catches up

In recent years, under the influence of real estate regulation and control policies, there are surplus furniture stores across the country, and there are continuous closures and closures. Distributors are also experiencing unprecedented peaks in the withdrawal of stores. The entire furniture market is in decline. Test.

While the performance of the traditional sales model of the furniture industry has declined, China's e-commerce has continued to develop rapidly in recent years. Statistics show that by 2014 , the total size of China's e-commerce market will reach 176 billion US dollars ... such a huge digital purchasing power For enterprises, it is an absolute "fat". For the traditional home furnishing industry, finding new sales breakthroughs is undoubtedly a task that must be completed.

B 2 C single online model product quality is difficult to guarantee

Many years ago, many furniture stores appeared on the Internet. However, due to the fact that online shopping for furniture products is prone to excessive color differences between photos and physical objects, physical materials do not match online descriptions, inconsistent styles and pictures, and damage during delivery, it has caused many consumers a lot of trouble. Ms. Huang, who lives in Ximen, is a post - 85 . She is usually used to online shopping. After the new home is renovated, she feels that the online price is cheaper through the comparison of the physical store and the furniture online store . After receiving the goods, I found that it was a headache to install it. After a long time, it was difficult to install it. I found that the material and photos of the product are very different. I feel that the product is very rough. So Ms. Huang gave up her plan to buy all the furniture online, and bought all from the physical store. Product quality is difficult to guarantee, and after-sales service cannot be carried out. This widespread phenomenon restricts the development of e-commerce in the furniture industry under the B2C model.

E-commerce and entity are closely integrated with online shopping and offline experience

Because the quality of online shopping products is difficult to guarantee, this has caused many consumers to abandon online shopping. But an O2O is online shopping, and the offline experience sales model has been recognized by many consumers. A post- 80s couple said: "I think the online shopping and offline experience sales model is very good. On the one hand, you can enjoy the preferential prices of online shopping; on the other hand, you can also feel the texture of the furniture on the spot."

A few days ago, the all-you-friendly home experience store of Tmall love bee tide in Chengwai Plaza, a city outside Beijing, held a grand opening ceremony. This opening is one of the products of all-you-home furnishing Taobao Tmall, which fully integrated Advantageous resources online and offline. The Red Star Macalline e-commerce project-Hongmei Mall also went online for public beta in August . These two traditional furniture giants took the lead in embarking on the OtoO e-commerce model. The relevant person of Quanyou Furniture Sales Company said in an interview that tradition does not mean conservative. The furniture industry should not exclude e-commerce, but should study how to apply e-commerce.

Opening up e-commerce and reaching dealers ’interests

This is a critical period for the transformation and upgrading of the furniture industry. It is no longer possible to stick to the single format of retail and wholesale. The rapid development of e-commerce should provide a good opportunity for transformation for furniture companies. However, the implementation effect of furniture e-commerce is not yet As expected. When interviewing Sichuan furniture companies , the reporter found that more than 80% of companies are paying attention to e-commerce, and 30% of them have tested water to varying degrees, but the general response has not reached the expected results.

Zhong Wenhua, chairman of Haodi Furniture, said in an interview that e-commerce can certainly help companies obtain a wide sales channel with smaller inputs, but the use of e-commerce platforms to sell furniture often triggers a price war, simply to reduce sales to expand Price will undoubtedly erode profits, which is not conducive to enterprise development.

Most furniture companies use a mechanism of layers of agents. Under the influence of these mechanisms, it is difficult to unify the price of the same product in various places. This is naturally fatal to e-commerce. Under the agency system of dealers, manufacturers dare not rush into e-commerce because of the interests of dealers nationwide. Therefore, if Chinese furniture companies want to get involved in e-commerce, they must solve the problem of channel conflicts.

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