Next week, "Double Eleven" is coming soon. Not only are Tmall and home furnishing companies on various Internet platforms ready, they are looking forward to the new record of "e-commerce" channels. However, compared with the achievements of the home appliance industry in the Internet tide, the achievements of home e-commerce seem to be always a little bit tepid. In the future, how should home e-commerce companies take out their own days?
Home business is poised to "double eleven"
According to the data provided by the China Building Decoration Association Materials Branch, the total retail sales of consumer goods in 2014 was 262,394 million yuan, of which the national online retail sales amounted to 2789.8 billion yuan, a year-on-year increase of 49.7%. According to incomplete statistics, last year, more than 200 furniture companies in the entire home furnishing industry opened the Tmall flagship store on Taobao. Some home furnishing brands were harvested during the “Double Eleven†shopping carnival last year.
In terms of last year's "Double Eleven" Tmall online sales transcripts, there are two furniture brands that rush into the top ten categories of sales. Lin's Wood, All-Friends, and Gujia are in the residential furniture category. In the top three, the turnover of Lin's wood industry is 320 million yuan.
Also in 2014, as a typical representative of independent home e-commerce, Melaleuca launched the O2O platform opening strategy and introduced more than 100 domestic first-line furniture brands. In the same year, they also expanded the newly opened physical store area by 10 times. Introducing high-end home products from the US strategy.
This year, Melody will accelerate the platformization strategy and develop a mobile mobile strategy to create a new mobile home O2O model. In fact, in addition to the high-profile action of Melody, the home of the well-known home stores such as the Real Home, Red Star Macalline, Jimei Home, etc. have also launched online, online home, Jimei home network and other independent online Mall.
It can be seen that O2O, as a novel and fashionable marketing tool, has attracted the attention of many home furnishing companies. They are not willing to participate in the first time, or choose to open a store in Taobao, Tmall, or enter Jingdong Mall, some companies have chosen to start an independent e-commerce, and explore the integration of offline marketing networks. For example, the European-style home that started with the kitchen cabinet, and the home of the home that made the soft furniture.
It is worth noting that since mid-October this year, this e-commerce feast has already sounded the horn in advance. Many well-known home furnishing brands such as Huari Home, Gujia Home, All-Friends Home, Meikemeijia, and Left and Right Sofas have started pre-sales on the Internet.
However, from the sales transcripts of the Tmall "Double Eleven" shopping carnival activities last year, and the online trading volume of the furniture category since the beginning of this year's pre-sale ceremony, although the online turnover of furniture categories is showing year by year. The trend of increasing, but compared to the popularity of online sales of home appliances, it still looks dwarfed.
Attentive people will find that some furniture brands that occupied an important position in the Tmall furniture category last year have disappeared this year. According to the insider's words, the development of e-commerce must bear such risks. Today, the Internet can raise a brand, but tomorrow the brand may be silently hit by an online shopping spray.
![]()
Furniture network sales are difficult to imitate home appliances
Consumers who have experienced online shopping for home appliances and furniture products will find that, unlike the explosive products that are traded online in home appliances, the “explosion†of furniture on the Internet is often “online.†That is to say, the online sales products of the home appliance category, consumers can find the same product model under the online storefront. For home appliances, whether it is online or offline, the difference is only reflected in the price.
But furniture products are not. Except for some brands that have no physical storefront at all, many home brands with online storefronts tend to open a product series exclusively for online shopping when they choose to open the Tmall flagship store. This product series, consumption Most of the online stores can't find real things.
Why can't furniture be completely unified with online and offline products, which is convenient for consumers to experience products and more convenient for consumers to compare? If the online and offline products are completely consistent, will consumers also have less concerns when purchasing, so that the online volume of furniture categories will rise faster?
Over the years, the company has developed a variety of different product lines, such as simple style, European style, Chinese style, etc. Some online products consumers can find online stores, while others, because of the online shopping products Because of the low unit price, etc., some furniture products with relatively simple technology and relatively low wood cost are available online. However, the company owns its own industrial park, and there are more than a dozen factories operating in this industrial park. Every factory produces different series of products every day, so no matter which series of furniture products, the quality is absolutely clear. â€
In addition, Suning Tesco, which ranks among the top e-commerce companies, has done relatively well in the storefronts across the country, and these foreign stores are all directly operated stores. This is the furniture brand that appears in the form of agents in the foreign market. There are also big differences.
Offline is still the main battlefield of home O2O
In fact, since the development of home e-commerce, the sales on the surface seem to have increased, but in fact some brands have been restrained by e-commerce, and the more they are tired.
The cheaper the price is sold, the lower the quality and service of this product. If the enterprise cuts down the cost of quality control and service, then the brand may occupy the market in a short period of time, but this occupation Absolutely can not last long, after all, products are the most profitable weapon for the enterprise to be evergreen.
"In fact, those of us who have made furniture are not very familiar with the Internet at first. Others tell us that the Internet is cheap and free. We understand the Internet as a low-priced market regardless of the authenticity of the product. "A lot of home people were brought into the ditch by this wrong understanding.
"90% of home products are not suitable for simply selling online, customers do not experience, how to know whether the product is good or bad, is it suitable for themselves or not for themselves?" Having said that, but the home industry is still inseparable from the Internet. However, the Internet has always been only a tool for offline physical storefronts, home sales of home products, or physical stores that should be online.
Just like today's IKEA, although they have their own independently operated websites, on their official website pages, consumers can only find relevant product promotion information and understand the basic information of the products they are interested in purchasing. Buy and sell online. To experience and order orders, consumers still need to move to the store.
For home furnishing companies, the network should play the role of collecting customers back, and it is an auxiliary tool, rather than a competitor who grabs orders from offline store orders.
Home business is poised to "double eleven"
According to the data provided by the China Building Decoration Association Materials Branch, the total retail sales of consumer goods in 2014 was 262,394 million yuan, of which the national online retail sales amounted to 2789.8 billion yuan, a year-on-year increase of 49.7%. According to incomplete statistics, last year, more than 200 furniture companies in the entire home furnishing industry opened the Tmall flagship store on Taobao. Some home furnishing brands were harvested during the “Double Eleven†shopping carnival last year.
In terms of last year's "Double Eleven" Tmall online sales transcripts, there are two furniture brands that rush into the top ten categories of sales. Lin's Wood, All-Friends, and Gujia are in the residential furniture category. In the top three, the turnover of Lin's wood industry is 320 million yuan.
Also in 2014, as a typical representative of independent home e-commerce, Melaleuca launched the O2O platform opening strategy and introduced more than 100 domestic first-line furniture brands. In the same year, they also expanded the newly opened physical store area by 10 times. Introducing high-end home products from the US strategy.
This year, Melody will accelerate the platformization strategy and develop a mobile mobile strategy to create a new mobile home O2O model. In fact, in addition to the high-profile action of Melody, the home of the well-known home stores such as the Real Home, Red Star Macalline, Jimei Home, etc. have also launched online, online home, Jimei home network and other independent online Mall.
It can be seen that O2O, as a novel and fashionable marketing tool, has attracted the attention of many home furnishing companies. They are not willing to participate in the first time, or choose to open a store in Taobao, Tmall, or enter Jingdong Mall, some companies have chosen to start an independent e-commerce, and explore the integration of offline marketing networks. For example, the European-style home that started with the kitchen cabinet, and the home of the home that made the soft furniture.
It is worth noting that since mid-October this year, this e-commerce feast has already sounded the horn in advance. Many well-known home furnishing brands such as Huari Home, Gujia Home, All-Friends Home, Meikemeijia, and Left and Right Sofas have started pre-sales on the Internet.
However, from the sales transcripts of the Tmall "Double Eleven" shopping carnival activities last year, and the online trading volume of the furniture category since the beginning of this year's pre-sale ceremony, although the online turnover of furniture categories is showing year by year. The trend of increasing, but compared to the popularity of online sales of home appliances, it still looks dwarfed.
Attentive people will find that some furniture brands that occupied an important position in the Tmall furniture category last year have disappeared this year. According to the insider's words, the development of e-commerce must bear such risks. Today, the Internet can raise a brand, but tomorrow the brand may be silently hit by an online shopping spray.
Furniture network sales are difficult to imitate home appliances
Consumers who have experienced online shopping for home appliances and furniture products will find that, unlike the explosive products that are traded online in home appliances, the “explosion†of furniture on the Internet is often “online.†That is to say, the online sales products of the home appliance category, consumers can find the same product model under the online storefront. For home appliances, whether it is online or offline, the difference is only reflected in the price.
But furniture products are not. Except for some brands that have no physical storefront at all, many home brands with online storefronts tend to open a product series exclusively for online shopping when they choose to open the Tmall flagship store. This product series, consumption Most of the online stores can't find real things.
Why can't furniture be completely unified with online and offline products, which is convenient for consumers to experience products and more convenient for consumers to compare? If the online and offline products are completely consistent, will consumers also have less concerns when purchasing, so that the online volume of furniture categories will rise faster?
Over the years, the company has developed a variety of different product lines, such as simple style, European style, Chinese style, etc. Some online products consumers can find online stores, while others, because of the online shopping products Because of the low unit price, etc., some furniture products with relatively simple technology and relatively low wood cost are available online. However, the company owns its own industrial park, and there are more than a dozen factories operating in this industrial park. Every factory produces different series of products every day, so no matter which series of furniture products, the quality is absolutely clear. â€
In addition, Suning Tesco, which ranks among the top e-commerce companies, has done relatively well in the storefronts across the country, and these foreign stores are all directly operated stores. This is the furniture brand that appears in the form of agents in the foreign market. There are also big differences.
However, not all furniture products are sold on the line. Gujiajiao has a product called Gujia No.1, which is the first in the sales of household products. However, careful people will find that, unlike other furniture products, Gujia No.1 is a mattress product. Unlike other furniture products that pay more attention to manual work and personalized customization, mattress products are highly standardized and should be considered special. Furniture products.
Offline is still the main battlefield of home O2O
In fact, since the development of home e-commerce, the sales on the surface seem to have increased, but in fact some brands have been restrained by e-commerce, and the more they are tired.
The cheaper the price is sold, the lower the quality and service of this product. If the enterprise cuts down the cost of quality control and service, then the brand may occupy the market in a short period of time, but this occupation Absolutely can not last long, after all, products are the most profitable weapon for the enterprise to be evergreen.
"In fact, those of us who have made furniture are not very familiar with the Internet at first. Others tell us that the Internet is cheap and free. We understand the Internet as a low-priced market regardless of the authenticity of the product. "A lot of home people were brought into the ditch by this wrong understanding.
"90% of home products are not suitable for simply selling online, customers do not experience, how to know whether the product is good or bad, is it suitable for themselves or not for themselves?" Having said that, but the home industry is still inseparable from the Internet. However, the Internet has always been only a tool for offline physical storefronts, home sales of home products, or physical stores that should be online.
Just like today's IKEA, although they have their own independently operated websites, on their official website pages, consumers can only find relevant product promotion information and understand the basic information of the products they are interested in purchasing. Buy and sell online. To experience and order orders, consumers still need to move to the store.
For home furnishing companies, the network should play the role of collecting customers back, and it is an auxiliary tool, rather than a competitor who grabs orders from offline store orders.
After experiencing the failure and rugged development of e-commerce, most home-based practitioners today believe that the Internet era in the home industry must be “traditional enterprise + Internet†rather than “Internet + traditional enterpriseâ€. If there is no real economy, Then everything on the Internet is a phantom.
More furniture information is available at http://
Other Tools For Thread Insert,Helical Insert Removal Tools,Wire Thread Insert Insert Tools,Helical Insert Extraction Tool
Shenyang Helisert Technology Co., Ltd , https://www.helisert.com