As the brand's own terminal channels grow and develop, inevitably, traditional distribution stores will be challenged. However, at this stage, the distribution of physical store sales still dominates, and home furnishing companies are not willing to blindly shake their systems. Of course, it is not advisable to test the water and electricity business in order to take care of the interests of the dealers, because the development of e-commerce is a social trend.
"The most ideal way is that dealers and manufacturers work together, complement each other and jointly build a national network of e-commerce, and will be based in the future 020 era."
This year's double eleven, Ma Yun predicted that Taobao's sales will exceed 30 billion. Zhuang Peng, director of operations at Dazhuang, believes that this number is very likely to be realized, and the home industry will play a more important role in it than last year. From Tmall, the opening of the home building materials, the participating brands are more powerful, the number is more, the advertising is more powerful, the netizens are more concerned, and the sales are expected to increase substantially. â€œThe e-commerce sector in the home and automotive industries is promising, especially the vertical e-commerce platform, which has a broad development prospect because of the high unit price and insufficient competition.â€
The development of e-commerce in the home industry is more difficult, and the shortage of talent is especially critical.
In the era of e-commerce era and fine decoration era, with the standardization of household products, the diversion effect of e-commerce in the future will become more and more obvious. Dazhuang.com, Zhongyuan People's Square, Tuanbo.com, Zhengzhou Jinrong Textile City and other home brands should be involved in e-commerce.
Household enterprises accustomed to the traditional business model, the understanding of emerging channels is still in its infancy. In the process of testing water e-commerce, all kinds of difficulties are inevitable, and all links such as brand, product, price, benefit distribution, service, logistics and experience will have an impact on home e-commerce. Zhuang Peng, director of Dazhuang's operation, told reporters that the most shortcomings in the e-commerce industry are talents, and the talents who know the home are even more scarce. About 80% of them are unfamiliar. In this case, it is difficult to get involved in e-commerce, let alone e-commerce marketing. "Secondly, the merchants' understanding of e-commerce is low. Many people can't distinguish between B2B, B2C, 020 and other e-commerce operations. Some people's understanding of e-commerce is limited to e-shop, but for online media, group purchase, The offline activity organization does not understand," said Peng Peng. In addition, he also believes that many people have not fully studied the e-commerce system, resulting in blindly e-commerce projects, e-commerce is mixed, disorderly competition, waste of financial resources.
Dazhuang Mall took the lead in launching the operation mode of â€œNetwork Media + Electronic Mall + Brand Allianceâ€ to create a home network media interactive platform to provide value-added services to customers. Nearly 100 home furnishing companies such as Xinzhongyuan Ceramics, Kendia Flooring, Sophia Wardrobe, and many other well-known decorative design agencies and designers have entered the market. Consumers can shop around and identify products through simple operations.
Pre-emptive shopping guide information or will become the traffic portal for future home consumers
Before the emergence of e-commerce channels, the sales of home-based enterprises in the traditional home building materials channel basically have such several key functions: sales, after-sales service, customer service (solving customer complaints). In addition to doing some advertising, the company is basically waiting for customers to come to the door, and then sales, installation, and customer service. Businesses are used to it, and it seems that customers are used to it.
Ge Liwei, general manager of the Henan Department of Whale Sanitary Ware, said that what is lacking in traditional channels is the important links of pre-order shopping guides, such as browsing pictures, reading texts, watching videos, and paying attention to consumer evaluation. Reports to the media, organization of events, etc. Pre-emptive shopping guide information, or will become the traffic entry point for future home consumers, is the strategic commanding height of the home business enterprise in the e-commerce era. This is the biggest crisis faced by traditional channels in the future industry competition, and it is also the big crisis faced by traditional home furnishing enterprises.
â€œSo, for traditional home furnishing enterprises, e-commerce means that traditional home furnishing enterprises can establish, improve and strengthen the marketing chain function of the e-commerce era. By constantly improving and optimizing the marketing chain, we find commonalities and differences between online and offline products. Point, profit point, insight into online shopping consumer psychology, set a good position, enhance brand awareness, expand influence, increase sales, establish the status of e-commerce and rivers and lakes." Geely Wei stressed.
E-commerce is a change in consumer habits and will be an important sales platform in the future.
According to Zhu Mingtao, general manager of Moen Sanitary District Henan, e-commerce development has changed people's consumption habits. Although most of the household products are large in volume and the unit price is not low, with the solution of talents, logistics, warehousing, installation, standardization, and integrity, the prospects for home e-commerce are still broad. â€œE-commerce is a very important sales platform for traditional home furnishing companies, especially well-known home furnishing companies!â€
Last year, Eleven, Taobao and Tmall created a miracle of 19.1 billion yuan. Nowadays, more and more well-known home furnishing companies cooperate with Tmall to open flagship stores, invest more and more resources, and even develop specific products for the network. Many years of practice have proved that e-commerce has important significance for traditional home furnishing enterprises, which is mainly reflected in the changes in business models, profit channels, and management concepts. After the traditional enterprise entered the era of e-commerce operation, the company's brand influence and sales performance have made good progress.
The emergence of e-commerce butlers has changed the traditional business model. First, it reduces production costs, increases output, and increases efficiency. E-commerce electronically and digitally transforms traditional business processes, greatly reducing manpower and material resources. At the same time, e-commerce breaks through the limitations of time and space, greatly improving business efficiency. â€œIn particular, dealers of companies with brand influence have the advantage of the price of the network, which is convenient and quick to purchase. Many consumers have a dependence on the network. Therefore, for these dealers, it may be in the service quality and experience. Work in terms of sales, etc., to achieve differentiated operation with online sales." Zhu Mingtao said.
Handling the contradiction between manufacturers and distributors, home e-commerce development is smoother
Nowadays, many home furnishing brands are mostly operated by a dealer-agent system, and few direct-operated stores are opened. In this case, the more the product is sold, the more restrictions it imposes. Since manufacturers and distributors have formed a chain of interests for a long time, if they rush to do e-commerce, they are likely to break the actual interests inherent in such regions and entities.
â€œSo, how to balance the relationship between e-commerce and traditional dealers is the most critical issue we are considering. We want e-commerce as a platform for service, promotion and sales, and we accept factory orders and use our services. Team, jointly develop e-commerce." Li Lingsen, general manager of Lejia Sanitary District, said.
As the brand's own terminal channels grow and develop, inevitably, traditional distribution stores will be challenged. However, according to Li Lingsen's observation, the sales of physical stores at the current stage still dominate the mainstream, and home furnishing companies are not willing to blindly shake their systems. Of course, it is not advisable to test the water and electricity business in order to take care of the interests of the dealers, because the development of e-commerce is a social trend. "The most ideal way is that dealers and manufacturers work together, complement each other and jointly build a nationwide network of e-commerce, and will be based in the future 020 era." Li Lingsen suggested.
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