Whether the furniture industry is suitable for e-commerce has always been a controversial topic. On the one hand, furniture products because of their large size, heavy weight, high requirements for after-sales service and experience limit the development of furniture e-commerce; on the other hand, pure furniture e-commerce rapid development, not only on the Internet, but also began to try Open an offline experience store. In this year's "Double Eleven" Tmall sales top ten, the furniture brand has two seats.
Furniture e-commerce has a great influence on the offline market share. Therefore, Dongguan furniture companies have to start to find the way to break the bureau. Many people in the furniture industry believe that the future integration of the furniture industry online and offline will be a general trend, and will gradually move toward the "big network, small entities" pattern.
Is it necessary for furniture companies to "electric shock"?
E-commerce has been developed in China for more than ten years and has been deeply integrated into the lives of ordinary citizens. However, the road of “electric shock†in the furniture industry in Dongguan has not been smooth.
Due to the large size and heavy weight of furniture products, the requirements for after-sales service and experience are high, which limits the development of furniture e-commerce. In particular, many furniture brands in Dongguan are taking high-end routes, and consumers often have higher experience requirements when purchasing high-end furniture.
For a time, whether furniture companies need to do e-commerce has become a hot issue for many companies. In fact, Dongguan furniture companies have “electric shock†and there is really no case of special success. For example, among the traditional furniture enterprises that tested water furniture e-commerce earlier, there were many leaders in the industry such as City Window and Novartis Furniture, but these attempts did not make real money for these enterprises. These attempts have not been smooth, and many companies that are interested in "electric shock" have poured cold water.
However, in recent years, with the rapid development of furniture e-commerce such as Lin's Wood and Merlot, traditional furniture companies have to pay attention. Because the market demand is relatively fixed, if online peers sell more, offline merchants will sell. The less you get. In the past “Double Elevenâ€, Lin’s Wood and All-Friends Furniture E-commerce entered the fourth and tenth places in the rankings respectively. This figure proves the market opportunity in the field of furniture e-commerce.
Liu Tiejun, head of Dongguan Sleep Music Home Co., Ltd., said that online sales of furniture is a sure future trend, especially with the development of e-commerce, logistics and third-party furniture installation services are gradually improving, to a large extent Make up for the shortcomings in the development of furniture e-commerce. For example, in the past, large-sized furniture such as mattresses were used as logistics channels. After the products were delivered to the logistics points of the receiving city, consumers also needed to rent their own cars to transport them home. But now many logistics companies can send large ones like express delivery. A piece of furniture is on the door. Third-party companies such as Haier Rishun have even pushed the product distribution and installation and debugging work, which has brought great convenience to furniture e-commerce companies and consumers, and even greatly reduced the operating costs of furniture e-commerce.
The furniture industry is not a profiteering industry
According to the statistics of the China Furniture Association, in the first half of this year, China's overall building materials sales decreased compared with the same period of last year, and the furniture exports of some second- and third-line furniture brands declined significantly. As the downstream industry of real estate, the furniture industry often has to be transferred to the furniture industry in a few years. As the growth of the real estate industry slows down and prices fall, the furniture industry will also feel the same.
However, just as traditional furniture companies are clamoring for a tight day, cross-border entrepreneurs and investors of the Internet have entered the furniture industry with high-profile, claiming that they will use the spirit of the Internet to subvert the traditional furniture industry. The Liwei family, who called himself "Internet Carpenter", held a press conference to announce that the brand had obtained the A round of investment in Xiaomi. Li Wei’s official flagship store in Jingdong released the opinion of Xiaomi’s chairman Lei Jun: “Liwei’s home, the millet industry’s millet, low-cost and high-end! Any profiteering and channel-based industries have the potential to subvert.â€
So, is the furniture industry really a profiteering industry? Liu Tiejun said that the advantages of furniture e-commerce are quite obvious, especially the coverage of the network is wide, sales and purchase are quite convenient. Compared with the tens of thousands of square meters of furniture stores, furniture e-commerce can be described as lightly loaded.
However, Liu Tiejun does not agree with the current furniture industry is a profiteering industry. Because of the high after-sales service costs in the furniture industry, it is impossible to maintain profiteering in the face of an increasingly transparent Internet.
Many industry insiders also analyzed that, in fact, with the fierce competition in e-commerce, the cost of selling products online is also increasing. Since furniture e-commerce often has high drainage costs, these costs are somewhat close to the cost of e-commerce and traditional channels. In addition, some furniture is also sold at a high store for a reason. On the one hand, the furniture brands entering the hypermarket have various costs such as shop rent, labor cost and decoration cost. In addition, some brands have smaller sales, so you need to increase the price to avoid losses.
Xuzhou home network editor, the article comes from the Internet.
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