When the new lifestyle of online shopping spreads to the home market, the home brands that are accustomed to the traditional sales method should be both eager to try and uncertain. In the face of completely unfamiliar operating models and the impact of emerging e-commerce on existing sales networks and products, traditional brands seem to be so incompetent. However, the reality is that IT elites have a better understanding of the operating mode of e-commerce, but the lack of understanding of home products and production has made the consumption experience of “buying furniture online†uneven.
From Taobao to "out of the pan"
The changes in people's lives on the Internet are huge, and online shopping has gradually become a way of life. In the torrent of e-commerce, home furnishing companies seem to have some hindsight. In recent years, traditional furniture manufacturers and home stores have taken their own advantages to create a variety of "electric shock" methods such as online shopping portals, home platforms, O2O platforms, etc., showing different development trends.
Compared with clothing, electronics and other fields, the e-commerce starting point of the furniture and building materials industry is low and starts late. As the largest third-party business platform in China, Taobao has become the first choice for many furniture companies to enter the e-commerce market. Before and after 2008, many companies rely on Taobao to open flagship stores.
According to the reporter's incomplete statistics, in 2007, Lin's wood industry opened a store in Taobao. In 2008, Melody's home was located in Taobao Mall; in 2009, Qumei Home settled in Taobao Mall... Now in the leading position in the e-commerce field The brands have all started on the Taobao platform. At the same time, around 2010, large-scale e-commerce companies such as Jingdong and Dangdang opened up third-party platforms, and traditional furniture brands have more choices.
When most companies are still looking for a platform, some enterprises have begun to “out of the panâ€, choose to build their own brands, and the pure home online shopping platform represented by Merlot has begun to appear. In the second half of 2009, Melody established its own official website, which was officially opened in 2010. Now it has developed into a vertical home portal integrating furniture, building materials, accessories and decoration. At the same time, home stores, home brands have also set up their own online shopping malls, such as the Red Mei Mall, Ximengbao online mall and other brands created by Red Star Macalline Investment, has become a new main body in the field of home e-commerce.
Online and offline fusion
Due to the particularity of the home products themselves, the offline experience has become a part of today's e-commerce platform, and O2O has become a new breakthrough. The reality is that after experiencing the development process of building a store with a third-party platform and building an independent platform, furniture brands and home stores have established their own platform resources, and the model of home e-commerce is also constantly innovating.
In 2011, Melody began to arrange an offline experience store tour; in 2012, Tmall Love Bees Chaocheng Waicheng Home Experience Hall opened; in 2013, it was represented by the online and Xingyi home online, and the home store found its involvement. A new way of e-commerce. During this period, Xilinmen, Qumei, Huari and other home brands also ventured into O2O by opening offline store experience to explore the right e-commerce road.
According to industry analysts, household e-commerce can be divided into four categories according to different main categories: the first is a home online shopping platform represented by Melody; the second is based on Gu Jia, Xi Meng Bao, etc. The traditional brand represents the brand that uses the third-party platform to open the store on the Internet; the third is the model of the home store involved in the e-commerce, becoming the intermediate platform between the merchant and the consumer, with the online and Xing Yijia as the representative; the fourth It is a non-traditional manufacturing brand that has only been launched on the Internet in recent years, and is only represented by Lin's wood industry.
Traditional manufacturers face challenges
Different from other consumer products, furniture products have the characteristics of professional product performance, long service life, non-standardization, high price and high logistics cost. This also makes consumers have more concerns about online shopping furniture. For traditional furniture manufacturers, there are many difficulties in how to combine online orders with factory production, how to re-plan the distribution network, how to understand and serve online shopping users.
A professional who asked not to be named told reporters that at present, because traditional manufacturers have entered the network, they do not understand the consumption habits of online shopping users, how to attract traffic, how to display product images, how to train shop two, how to put online The smooth conversion of orders into production is a new problem and challenge. In addition, after more than ten years of cultivation, the layout of dealers with traditional manufacturers located in home stores and independent stores has been formed. How to get along with the e-commerce platform and become a choice Third, the furniture products have personalized characteristics, the user's offline experience is essential, and the logistics and transportation costs are relatively high, coupled with the concept of "online shopping is cheap" has always existed, how to do online shopping Experience is also the difficulty faced by producers.
Hidden dangers of home e-commerce
Although in the past "Double 11 War", the performance of home brands is very good, but home e-commerce is still a lot of hidden dangers. On the one hand, in 2012, “Double 11â€, the sales performance of Gujia, Quanyou and other brands frequently “explodedâ€, but then, the household e-commerce was expelled with a high refund rate and high complaint rate. The shortcomings of the company in logistics and after-sales service were exposed during the “electric shock†process. On the other hand, those companies represented by Merlot, who are involved in furniture production, have developed rapidly and have rapid financing. However, the criticism about product quality and after-sales service has always existed.
According to industry insiders, there are very few people who understand the Internet and understand home products. Many traditional furniture companies "on the Internet" only use the Internet as a subsidiary of traditional channels. For most of the traditional brands, it is a icing on the cake, and there is not much preparation for products, manpower, and investment. In addition, the diversion of the interests of traditional dealers by e-commerce has also made it difficult for enterprises. In addition, although IT people are very familiar with the characteristics of online shopping products, user positioning, and online marketing methods, their product quality and after-sales service are short-term, and many enterprises are thus squandered in the road of e-commerce.
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