How difficult is it to choose e-commerce in the furniture industry?
Suning Appliance, one of China's largest home appliance chain companies, will shift its focus to e-commerce this year and quadruple its online sales. At the same time, according to the 2011 overall development planning report released by Suning Appliance, its holding B2C online mall - Suning Tesco, will form an independent operating system in the future, parallel with the physical chain retail business.
From Suning's 2011 overall development plan, it is not difficult to see its ambitions for the e-commerce market. The furniture industry is also the same. As early as June 25, 2009, Qumei Furniture e World Network Mall officially met with you. The mall's overall marketing strategy of “brand + low price†has attracted widespread attention.
The transition from the traditional sales model to 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 in order to ensure the growth of online interests without affecting the promotion of brands. The sale of physical stores.
Online mall + physical storefront
Online shopping malls + physical storefronts have become the most common way for the current home industry to enter the e-commerce platform, and it is also a way of achieving obvious results so far, and Qumei Furniture officially adopted this approach. In the 45-day “Quyi Group†event, Qumei Furniture sold a total of 13,510 sets. From the current published rankings, total sales are close to 50 million. It is really eye-popping to achieve such excellent results in the short term. It's no wonder that all major home brands are “quickly movingâ€.
However, although the cake is delicious, not everyone can eat it. As a relatively mature furniture brand for e-commerce, Qumei Furniture still uses the form of online and offline products to differentiate sales; that is, let the physical store to display and sell high-priced products and new products, and low-end products and The old series were all moved to online sales. In this way, in order to ensure that the sales of offline stores are not affected, the development of e-commerce will be carried out. This is also the most commonly used model for furniture brands that are currently entering the e-commerce field.
So, this also brought a few questions. First of all, most furniture brands have been joined by dealers. Online sales will inevitably affect the interests of dealers. At the same time, not all furniture brands can establish an e-commerce website that is completely their own. Most furniture brands They are all promoting e-commerce through alliances with Taobao, even Qumei Furniture, which has its own online store. And people choose online shopping is basically because of price concessions, which for high-end furniture, will it affect its brand positioning?
Zheng Qiuwei, general manager of Desheng Furniture, said that regardless of any company, in the early stage of online sales, it will definitely affect the sales of physical stores; at the same time, Taobao Mall is not the brand's own website, it only provides a platform through billing. For merchants to use. As your online store grows bigger, this platform may limit your development.
And Shi Lanlin, the managing director of Yalan Group, believes that no matter how good you are in Taobao Mall or other platforms, it is always someone else's website. If one day, due to different ideas, the website can no longer cooperate with enterprises. Then, all the efforts made by the company in the early stage were in vain.
Electronic main + offline display
There are always some unsolvable problems in the sales of electronic malls and physical stores. However, the e-commerce of the furniture industry has become the future development trend of the whole industry. If it does not conform to the trend, it will only make its own enterprises narrower and narrower, and gradually become the market. Eliminated. As a result, many companies have begun to try to find new operating models, which can successfully open up their own network marketing channels without affecting the sales of physical stores.
It's easier said than done, but it's hard to do. If there is no way to take care of both ends, if you are reluctant to leave the cake for online sales, can you reduce the offline sales and specialize in e-commerce?
Hanfeier furniture is such a business model. According to Huang Hui, general manager of Hanfeier Furniture, under the same product production mode, their brands adopt a model that is all sold by online malls; and they can rent products in the showroom to display products. Consumers can feel themselves by visiting the store. Interested product. This will prevent sales of physical store dealers from being affected by online sales.
Although this can solve all problems to some extent, it does not apply to all brands. E-commerce is of course the trend of the development of the furniture industry, but it is impossible to give up offline sales for the online shopping mall. Because for a certain scale of enterprises, physical store sales is the mainstream of brand development, online mall is just an auxiliary road to make the "river" continue to widen, it is unacceptable to give up the auxiliary road, and the abandonment of the mainstream is also self-destruction.
Huang Minli, chairman of the Board of Directors of Man Wah Holdings, also believes that even if the store is under the cable, for the consumer, the furniture is a large consumer goods. If there is only an offline display store, then the purchase of the product online will inevitably bring installation and after-sales service. In other respects, not all people can afford to buy the wrong furniture. At the same time, for Chinese consumers, they prefer to buy furniture after they buy it. The photos on the Internet are gorgeous, and people will feel that they are fake.
Network spike + electronic mall dedicated
According to the current sales model of China's furniture industry mainly based on franchisees, if we want to fully develop the electronic mall, it will inevitably affect the interests of the distributors, thus affecting the development of the company; but it is impossible to completely abandon the e-commerce. The cake is handed over to others. Is there any better way?
In 2011, we saw a new type of e-commerce model, which not only realized the enterprise's momentum, but also avoided the conflict of interest with the dealers. That is, the company provides a number of products that are not sold in the store, display on the network, and adopt the network spike mode to earn eyeballs and achieve profitability.
This model not only circumvents the negative impact that e-commerce may bring in the impact of physical store sales, but also promotes brand awareness on the Internet. It is very suitable for the current status of China's furniture industry, and does not blame the above line. It has caused widespread "response" in furniture companies.
For furniture companies, in the face of e-commerce such a delicious cake, it is important to be able to get the biggest piece. How to get around the obstacles to eat smoothly is the biggest problem. According to the development model of the enterprise, choosing the right e-commerce road, instead of blindly following the trend, can truly let the enterprise continue to grow and develop.
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