Statistics show that at present, only 1% of the sales of home building materials of RMB 100 billion are completed through e-commerce. Compared with the fields of clothing, books and digital, the pace of the home furnishing industry in the field of e-commerce is obviously lagging behind. But there are signs that the slow development seems to be being reversed. Household products have landed on Taobao, Jingdong Mall and other comprehensive online shopping sites; Sina announced that its home mall will be officially launched in June; there is news that Vanke Eslite, which is famous for selling clothing, will enter the furniture market ... Has the industry stepped into the era of e-commerce? The voices from all parties in the industry are not consistent.
ã€market survey】
Lack of professional home e-commerce website
Throughout the e-commerce platform with high visibility in the market, Taobao and JD.com have household products for sale. Not long ago, Yu Lei, general manager of Allen Aini Children's Home, revealed on Weibo that Vanke Eslite will enter the furniture market. Recently, Sina also announced that it will officially launch Sina Home Electronics Mall in June.
However, the reporter observed that although there are furniture sales on JD.com, the number and types of its products are extremely limited. The household products on Taobao are all-inclusive. Furniture, flooring, wallpaper, ceramic sanitary ware and other products are all available. Almost all the products needed for home decoration can be found on it. But at the same time, the reporter found that behind the huge amount of resources, there is a problem that is difficult to distinguish between true and false. The reporter entered "Finlin Paint" on Taobao.com, there are dozens of shops named after it, and many of them are under the banner of specialty stores and direct sales stores. There are even two stores in the same area calling themselves distributors.
"Taobao has a large number of customers, which can be regarded as a traffic distributor. There are all kinds of groups with different needs; and the user group of Jingdong.com is more professional, mostly household consumer groups, but home appliances There are more consumers. "Zhao Ruihai, President of Qumei Furniture, said of Taobao and JD.com, which have established cooperation.
"Compared with books, clothing and some digital products, e-commerce in the home furnishing industry started late." Wen Dong, general manager of CRIC Real Estate Group, pointed out that this is because home furnishing is a very complicated industry. It is a very complicated process to find a designer to design, then choose materials, do budget, construction, purchase materials, installation and after-sales service. "Therefore, e-commerce in the home industry needs a professional platform."
Home furnishing companies are definitely "e-commerce" but more cautious
Although Taobao has become a relatively mature e-commerce platform in China, most furniture and building materials companies with certain brand awareness are still hesitant about it. Among them, worrying that improper operation will cause a negative impact on existing brands is the most important reason.
Li Taiyan, chairman of Yuanzhou Decoration Group, believes that e-commerce can certainly achieve brand communication, but at the same time, once counterfeiting or certain details are missing, the strength of this reputation damage will be huge. "If there is a problem with a certain offline store, its spread is only in the surrounding areas, but if there is a leak in the online store, its spread is very strong." Therefore, Li Taiyan believes that e-commerce must be controlled by the headquarters and not decentralized. To the dealer.
Wen Shiquan, chairman of Yifeng Furniture, also said that the reason why he does not plan to test e-commerce in the short term is not only because the company has just reached the state of supply and marketing balance, but more importantly, he believes that e-commerce in the home industry is not yet mature There is also a lack of talents for e-commerce operations. Once improperly operated, it is easy to "smash the brand."
[Consumer attitude]
"Visible, untouchable"
@ è¶å˜ é‚ @ è¶å˜ é‚
When buying furniture and building materials online, you can only see photos of products. However, the most important thing for buying furniture and building materials is environmental protection and comfort. Building materials city are full of physical objects. At least I can judge whether the product is environmentally friendly through the sense of smell. I can also feel the product comfort or not. But most of the products on the Internet cannot be verified.
"Buy in Beijing, buy it at home"
@ icebear
Recently, my parents are renovating their new home, but their hometown is not like Beijing. Many brands of furniture and building materials have never been heard of. I worry about the quality of the products. If you can purchase online and send the product back to your hometown, then I am willing to try online shopping. Of course, the premise is that I have to make sure that I bought the genuine product of the manufacturer.
"Purchase is easy to return and difficult to exchange"
@ å³° 翼 jj å°ç”°
I usually buy small products online, and I can return the product if I am not satisfied, even if I need to pay the shipping fee. But even if the seller promises to return or exchange the furniture, how can I ship it back? Even if it can be shipped, the shipping cost is not cheap. Once the seller asks me to bear the shipping cost, I will choose to give up.
ã€Development bottleneck】
The industry generally believes that when entering the e-commerce industry, home furnishing companies usually encounter six issues: brand, value, benefit, service, logistics, and customer experience. This is also the bottleneck that hinders the rapid development of home e-commerce.
â—Ž Consumption habits â—Ž
"Seeing is believing" consumption habits are difficult to change
In recent years, e-commerce companies represented by Taobao and JD.com are showing geometric growth. However, furniture and building materials companies have little interest in e-commerce.
Over the years, consumers have formed a habit, that is to buy furniture, building materials must see the real thing, and even need to personally try to feel the comfort of the product. "For wooden doors, simple picture display is actually meaningless to consumers." Wu Chenxi, chairman of TATA Wooden Doors, said that if you do not touch and open the product by hand, you can only see the door of 800 yuan and 4000 yuan from the picture. The doors are almost identical.
"Unlike products such as clothing and books, buying furniture and building materials is not a one-person decision. Usually you need to seek the opinions of the whole family, but it is difficult for the whole family to buy online together at the same time." The differences in family members' preferences and needs make "watching furniture with the whole family" an indispensable buying step.
â– Business exploration
Open small experience store
Cai Ming, chairman of Kebao Boloni, said that Kebao will be turned into a pure e-commerce brand, and the company has decided to close all of Kebao's offline stores. But in order to take into account the needs of consumers' experience, Kebao will set up an experience store with an area of ​​about 50 square meters in each city. This experience store is not limited to the building material city, but is located in the home, office or even warehouse. .
â– Industry Voice
If the experience store is located at home, although the store rent is waived, consumers are already accustomed to buying furniture and building materials to visit the building materials city. If they are required to go to the community to experience, will their willingness to purchase decrease due to distance? This question is debatable. At the same time, I think the risk of closing all offline stores is relatively high.
——Wu Chenxi Chairman of TATA Wooden Door
"Experience" is the biggest problem faced by e-commerce in the furniture industry. The current solution is to set up small-scale experience stores in various places. However, if you rely too much on "experience stores" or even expand the number of experience stores, the cost of the storefront will increase again, and the original intention of expanding e-commerce will no longer exist. Therefore, furniture companies also need to explore a new alternative model, try not to rely on experience stores.
——Zhao Ruihai Chairman of Qumei Furniture
â—Ž Logistics installation and after-sales â—Ž
After-sales installation is restricted by physical channels
Unlike popular e-commerce products such as books, clothing and digital products, furniture and building materials products not only include the product itself, but also include additional services such as its installation and after-sales service.
"Furniture and building materials products purchased by consumers are not complete products. Only additional services are the complete solutions that customers need." Wen Dong said.
However, current e-commerce in the home furnishing industry is still restricted by the sales area of ​​the enterprise.
Gao Zhihua, executive vice chairman of the flooring professional committee of the China Wood and Wood Products Distribution Association, pointed out that for the flooring industry, paving is an extremely important link, and in order to avoid unnecessary disputes, the flooring is best done by the manufacturer Therefore, areas where the physical sales channels of flooring companies have not yet been covered are still inaccessible even if e-commerce is adopted.
"For building materials that do not require manufacturers to install, we can expand the sales area through e-commerce. However, in areas where the company has not established a marketing system, we do not recommend that companies rush to go online." Wen Dong said that most furniture and building materials installation quality Directly affect the service life of the product, so the installation is best done by the manufacturer.
However, for products such as ceramic tiles and paints, which are completed by the decoration workers, the logistics system of the e-commerce platform can be used to achieve cross-regional coverage.
â– Business exploration
Increase the radiation area of ​​existing channels
At present, it is difficult for any domestic furniture company to achieve a marketing network covering every region of the country. Because any company, especially mid- to high-end brands, needs to consider whether their investment can recover costs and make a profit when developing a market in a certain region. However, the area that manufacturers have not entered does not mean that there is no consumer demand for high-end products in this area.
According to Zhao Ruihai, the current sales network of Qumei Furniture does not include the county level. However, in order to expand the coverage of the existing sales network, they will require dealers to expand their service radius and will distribute within 100 kilometers of the area. Installation and after-sales are assigned to the dealer.
â—Ž Price system â—Ž
National prices of furniture and building materials are difficult to unify
At present, the sales of furniture and building materials enterprises in the country are mostly through distributor channels. Enterprises usually do not limit the price of products, so a situation in which the prices of the same product are different in different parts of the country is formed. However, e-commerce platforms such as Taobao mostly use the "headquarters cooperation" model, but as an enterprise, e-commerce saves a lot of expenses such as store rent, so the price should be lower than the market price, but this will Undermine the existing price system, and even affect the interests of dealers.
â– Business exploration
Enter e-commerce with brand new products
In 2009, Wrigley opened a flagship store on Taobao. According to Fang Chun, general manager of Wrigley Ceramics, in order to differentiate sales from products in traditional markets such as retail, home improvement, and engineering, the company has redeveloped a set of product lines. As of now, the company's annual online sales have exceeded 20-30 million. However, Fang Chun said that companies are also facing some problems, especially logistics and distribution. Although the cooperation of dealers is not a problem, they are not very interested in view of the low profits of the products sold by Taobao.
â– Industry Voice
At present, dealers are the most important retail channel for furniture and building materials enterprises. Only when the interests of dealers are protected can the enterprise's sales system be maintained. Therefore, the e-commerce platform can adopt the mode of combining the two. While cooperating with the headquarters of the two parties, each region can also adopt the mode of cooperating with the designated distributor of the brand, so that the price of the product does not need to be unified across the country.
——General Manager of Wendong CRIC Real Estate Group
I think that online and offline are a pair of contradictions. If online and offline do one thing at the same time, it is difficult to achieve both. Usually, online products are low-end products, while offline products are mostly high-end products. If the online and offline products have the same name, companies will easily become entangled. Since it is now the first year of e-commerce, companies have a lot of time to build a new online brand, there is no need to entangle with offline brands.
——Zhang Junye Zhifeng Decoration Chairman
There is no need to close all offline brick-and-mortar stores by the strong men, and there is no need to rebuild a brand. I think that enterprises can appear on the Internet in the form of a sub-brand. Just as if you say on the Internet that a certain brand is a sub-brand of LV, the two are produced by an enterprise, there will be many people concerned, the same is true for home. Prepare a secondary brand, and publish this brand online to be produced by an enterprise, and the problem of the brand is solved.
——Li Taiyan Yuanzhou Decoration Group Chairman
ã€Industry viewpoint】
"E-commerce" promotes rather than snatches dealers in the short term
Li Taiyan Chairman of Yuanzhou Decoration Group
In the short term, e-commerce is still a supplement to existing channels, not a snatch. Initially, e-commerce should be controlled by the headquarters, but the service needs to be completed by local distributors. As long as the profit distributed to the distributors by the headquarters can guarantee their service costs and make money, plus the additional sales brought by e-commerce, it can be considered that there is no problem of profit distribution between e-commerce and existing retail channels.
Currently developing "e-commerce" is more for brand marketing
Fan Wenjian, General Manager of Shiyou Flooring Beijing Company
At present, enterprises are involved in the field of e-commerce, more of which are mainly based on brand promotion, and cooperate with offline activities such as group purchase and centralized procurement to increase regional sales. Since the floor pavement directly determines the use and life of the product, it usually needs to be completed by the company's own professional installation team. Therefore, it is not realistic to use e-commerce to expand the area outside the existing sales area, more for marketing purposes .
Intervene when e-commerce matures
Chairman of Wen Shiquan Yifeng Furniture
First of all, I am sure that e-commerce must be the future trend, I am optimistic about it. But in the short term, I am not planning to get involved in this area. For now, e-commerce is still in its infancy, and everyone is exploring. In the end, there must be success and failure. The success is certainly good. It has become a "pioneer" in the industry, but if it fails, the impact on the brand may be fatal. Therefore, I will only consider intervening when e-commerce in the home furnishing industry reaches a certain stage.
[Ideal e-commerce model]
Cai Ming: I hope to have an online store that uses brand owners as its core service, which is different from Taobao's low-cost online store.
Li Taiyan: Online shopping malls should not collect all small brands for user volume, merchant volume, transaction volume, and click volume, and must grasp the pace of development.
Zhang Jun: First of all, the e-commerce platform of the home furnishing industry must have some high-end and high-end quality features, not too low-end; second, the manufacturers can not be too much and too bad; third, they should have their own characteristics, different from others.
Fang Chun: Home furnishing companies need professional e-commerce platforms that meet the needs of dealers and manufacturers, and become a platform for brands, dealers and consumers to share and win-win.
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