Shunde furniture online to wait for the third customs clearance after the formation of the driving force

Shunde is the important town of furniture industry in Guangdong and even the whole country. From the interviews of reporters in Nandu, even in the current economic slowdown, Shunde's furniture industry is still flourishing and will not be allowed in the national market. Although Shunde furniture companies try to use e-commerce, there is one of the first furniture companies in China's Internet: Lin's Wood. Although most furniture companies still stick to the traditional market, their online stores are endless. It can be seen that if the Shunde furniture industry comprehensively develops online sales, its prospects are immeasurable.

Lin Zuoyi, general manager of Lin's Wood Industry, told the Southern Reporter that furniture “online” must solve the three major problems of user experience, after-sales service and logistics. In order to be a good brand, its design team occupies one-third of the total number of companies, more than the proportion of sales staff.

“Being the enlightenment awareness of e-commerce, Foshan furniture industry has basically produced.” Huang Keming, vice president of Foshan Furniture Association, said, “The consciousness is not bad, but there is a lack of methods, technology and management. There is a lack of operational team and talent matching.” And the wide-ranging online line is expected to form a driver.

Furniture network sales must break three major problems

"Furniture is different from other small commodities that are very mature in online sales. It is different from traditional markets. It is different from other industries. We need to be closer to the Internet to develop some products." Talking about "Online", Guangdong Foshan Furniture Lin Zuoyi, general manager of Shanglin's Wood Industry, received a lot of interviews from Nandu reporters.

As the leader of online sales of Foshan furniture dealers and the furniture company of China's Internet furniture, Lin's wood industry has been selling its furniture through the Internet five years ago. Since its establishment in the past 5 years, it has been firmly in the forefront of Taobao's sales. It owns 3 self-built factories, 10 brand stores, and has 4 independent brands. Its focus on Taobao gang has absorbed nearly 3000 loyal members in 2010. name. From the "Furniture City Photographs - Upload Online Shop - Consumer Purchase - Delivery from Manufacturers" mode, it has now developed into "online and offline linkage", integrating R&D, manufacturing, sales, transportation, installation and after-sales. In addition to the factory totaling 20,000 square meters, there are marketing companies, photography companies, logistics and transportation companies, warehouse-style home experience museums, etc., with annual sales of over 100 million yuan.

“The traditional market has an intrinsic customer base. If the products of the traditional market are put on the Internet for sale, the acceptance of users will not be particularly high. The three problems encountered in our furniture industry are more troublesome and more difficult to handle. Lin Zuyi analyzed the interview with Nandu reporter, the first question: experience. After all, furniture is nearly 18,000 things. It is very risky for consumers to simply buy pictures from computers. In the experience of this piece, it is relatively poor. The second question is: 'The last mile of service' is hard to complete. Because this requires a service person in each city, and now there are some service companies, but the service company can't solve the problems that appear on our Internet. The third is after-sales service. It's hard to do it, that is to say, consumers still have certain risks when they buy furniture through the Internet.

"There is a characteristic of furniture products, which can't be solved by ordinary courier service. In the industry, we all use logistics. For example, you are in Guangzhou, I am in Foshan, I send the goods to Guangzhou, you can pick up the goods yourself. Then To do some installation, the consumer needs to solve it. It is that its customer experience is insufficient."

What should I do? Lin Zuoyi said that as far as Lin's wood industry is concerned, these three problems can only be solved relatively well. They pay special attention to the customer experience. In order to eliminate buyers' purchase concerns, Lin's wood industry began investing in product shooting bases in early 2008, insisting on real shots. Compared with the scans of furniture albums popular among the peers at the time, the real shots cost dozens of times more energy and money, but they allow consumers to purchase Lin products more comfortably. This bold attempt is for sales. To break through. By 2011, the company built a home experience pavilion in Foshan and launched the logistics transport service installation system in Guangdong.

Moreover, in order to make the brand and increase the added value of the product, its design team occupies one-third of the total number of the company, exceeding the proportion of sales staff. Lin Zuoyi said that online stores are not necessarily selling low-end bargains. Enterprises should use design and high-quality products to break this. Nandu reporter noticed that its online sales of Taobao flagship stores accounted for more than 50% of the unit price of more than 2,000 yuan, and its sales have been leading.

Most Foshan furniture dealers are still waiting to see

In addition to the typical example of Lin's wood industry, Foshan furniture enterprises are involved in online sales of Xinyun Wood, Honglong Furniture, Leheju Furniture, etc. These three have participated in the wide-ranging online activities organized by the Guangdong Provincial Government. In addition, many companies such as Yuting Furniture and Hongqiao Furniture have also opened online stores, but the products sold are mostly at medium and low prices, and the products sold above 2,000 yuan are rarely sold. Moreover, there are many e-commerce companies that are small or easy to install, such as coffee tables, mattresses, and the like, and there are few complicated large pieces.

Despite this, in general, Foshan furniture companies are still only a small number of online sales, most companies still stick to the traditional market.

"We have not opened an online store yet, but have also studied it carefully and found that the furniture industry is not very suitable for e-commerce for the time being." Xu Hong, chairman of the Calellana Furniture Co., Ltd. and member of the CPPCC National Committee of Foshan, Foshan, said in an interview with Nandu. Xu Hong analysis, the after-sales service requirements of furniture products are relatively high, so if you do online sales, you must have more advantages when all the stores are basically ready. "To install, there are repairs, these two, we can not help but deal with, no professional people can not, only a courier company can not do this."

Xu Hong believes that it is easier to do online sales at present, which can be installed by the seller himself. "But I still think that it is better for the installed products to be provided by the manufacturers." Xu Hong said, "But the furniture companies as a whole have no conditions to keep up with. If they are outsourced, the furniture will wipe out the problem. Make your brand worse."

In fact, Calerona is already a well-known traditional furniture brand in Foshan, but Xu Hong did not want to use the online sales to make the brand more loud, but also worried that the network sales smashed the brand, which is even the consensus of many furniture manufacturers. He gave the reporter an example. A friend who had a little understanding took the company's information and put them online. "Only three hours, my phone was smashed: 'You Xu still do business! You are on the Taobao, that is your thing is not!" Xu Hong said, "I check it out. It's my thing. Hurry and let that friend take it off in 20 minutes, don't hurt me."

Online and offline resources do not need to be integrated

Rao is so, Southern reporters found in Taobao and other e-commerce websites, there are still many online shops under the banner of traditional furniture brands, but carefully pursued, many of them are not certified or the formal commission of the brand. "A lot of it is done by business managers and other people who go out from the company." Xu Hong said.

This reflects from the side that furniture is still in great demand in online sales. Xu Hong also understands this, but the traditional dealer channel and the current unsound e-commerce environment still make him worry. “The dealer took 18,000 pieces from me. I sold it for 16,000 on the Internet. What should the dealer do? And if I sell 16,000, how many people will buy it online?” He analyzed, “People think online Buying should definitely be cheaper than offline, and the lower the price, the better." This is undoubtedly a constraint for the mid- to high-end furniture manufacturers who are already mature.

For the overall situation of Foshan furniture enterprise e-commerce, Huang Keming, vice president of Foshan Furniture Association, accepted an interview with Nandu reporter. "There are also national leaders, there are also many exploration-oriented enterprises, and more are a tracking company. For the fundamental purpose and intention of e-commerce, it is not clear, and it is in the stage of post-reconstruction or post-optimization."

Huang Keming analyzed that most of the e-commerce practitioners are young people, and many companies exclude third-party platforms. He has no talent advantage. When e-commerce integration, it reflects human integration. The furniture enterprises in Foshan are relatively simple. The round chairs are round chairs, and the living room is the living room, which wastes a lot of e-commerce space. And some third-party professional operating companies may have technology, but it has no factories.

In addition to market-oriented cooperation, how do the two groups with factories and technology have combined? Huang Keming believes: "Professional institutions, governments and industries should combine technology and capital, and our e-commerce has a chance to conduct Compete and avoid the current traditional sales model."

Reporter observation

Broad-selling online will form a driving force

Shunde is the important town of furniture industry in Guangdong and even the whole country. From the interviews of reporters in Nandu, even in the current economic slowdown, Shunde's furniture industry is still flourishing and will not be allowed in the national market. Although Shunde furniture companies try to use e-commerce very little, but among them, one of them ranks first in China's Internet furniture. Most other furniture companies still stick to the traditional market, but their online stores are also endless. It can be seen that if the Shunde furniture industry comprehensively develops online sales, its prospects are immeasurable.

“Being the enlightenment consciousness of e-commerce, Foshan furniture industry has basically been produced.” Huang Keming, vice president of Foshan Furniture Association, said, “The consciousness is not bad, but there is a lack of methods, technology and management, and there is a lack of operational team and talent matching.”

Now, the wide-ranging online line will bring a kind of driving help. Huang Keming believes that in the process of transforming e-commerce in the furniture industry, local governments should adopt both policy-driven and active incubation of the tertiary industry. In addition, from the liberation of enterprises on the network sales market awareness, the government can also increase publicity.

In addition, Xu Hong said that he hopes that the government will purify and standardize the market order, especially to protect innovation and patents. He analyzed that many Foshan furniture companies have begun to design and build their own brands. "For example, our design has just been made out, there is already in the market, the government should do this job, you must encourage and protect my innovation."