With the development of multimedia such as the Internet, e-commerce has also taken off. Nowadays, the term "e-commerce" is no longer unfamiliar to the public. It is impacting people's minds with an unprecedented power and changing the traditional marketing model. E-commerce has received much attention in all walks of life, but it has only suffered a cold reception in the furniture industry.
Although the application rate of e-commerce has risen in the furniture industry in recent years, some scholars believe that the non-standardization and experiential consumption of furniture restrict the creation of the furniture carrier-type network brand. As the mahogany furniture industry in the traditional industry, the development in the field of e-commerce can be described as "a bright future and a tortuous road."
[Redwood furniture e-commerce development road clearly]
First, the main consumer of young online shopping into the mainstream
Today, online shopping is not a rare thing. Compared to going out shopping, many people are more accustomed to buying their belongings with their fingers. People gradually changed from "shopping" to "going around the net." In a survey report, Chinese online shopping has a high enthusiasm. About 70% of the people surveyed have online shopping at least once a week, nearly four times as many as European consumers, and close to American and British consumers. Twice, this shows that online shopping has become an important way for Chinese to shop. The main reason for this is that due to the low-cost operation of the network, a wide range of customers, high-efficiency trading methods, short-distance contact, many manufacturers have turned their attention to the huge online market; on the other hand, with the pace of life Accelerated and convenient network also gives people more space to consume.
At many exhibitions this year, the “80s†became a beautiful scene in the mahogany exhibition area. In the past, mahogany furniture has been dominated by middle-aged and old-age consumers. Nowadays, many young people have begun to enter the mahogany market. Their consumption targets are mainly based on some practical restaurants and study series. After 70 and 80 as the main consumer groups, their dependence on the network has gradually deepened, so e-commerce is also an inevitable trend in the future development of the mahogany furniture industry.
Second, the industry storm hit the second road
This year, the entire mahogany industry suffered a stormy baptism. Many companies are not doing very well. Therefore, enterprises have begun to participate in various trainings, infected by the successful experience of development in various regions, and their actual experience. The company began to adjust its strategic deployment from the overall interests of the company. Some mahogany furniture companies have begun to re-examine the increasingly popular e-commerce platform, gradually changing the marketing model that used to rely solely on store sales.
It is understood that the main mode of mahogany furniture e-commerce is to establish a corporate official website, use third-party networks to carry out brand marketing and online and offline integrated marketing. Lin Weihua, CEO of China Classical Furniture Network, said, "Online and offline integrated marketing is mainly to package their offline exhibition halls online, to promote offline sales online, and offline to promote the integrated marketing model of online sales. The non-standardized and experiential consumption of products has always restricted the development of e-commerce in the industry. If you join e-commerce, consumers will not only be able to make more convenient choices on the Internet, but also experience products offline, and the reliability will be higher. Some, the transaction rate is naturally higher."
Third, the government benefits the people's policy and builds a good environment.
Recently, the Guangdong Provincial Administration for Industry and Commerce has formulated and issued “Several Opinions on Encouraging and Supporting the Healthy Development of Internet Products and Related Services in Our Provinceâ€, which is to support e-commerce, reduce barriers to entry, relax restrictions, and prohibit online business registration. Promoting the development of e-commerce, promoting the transformation and upgrading of the real economy, and accelerating the transformation of the economic development mode are important strategic deployments of the “People's Policy†in Guangdong this year. This also creates a good environment for the development of e-commerce.
[Redwood furniture e-commerce development challenges]
First, traditional marketing and e-commerce are difficult to coexist?
Traditional marketing is a kind of transaction marketing, which is mainly to show the reality products in front of consumers and form a marketing model of transactions. After long-term development, this marketing model has cultivated a solid theoretical foundation and practical basis, and is the most popular consumption pattern for consumers. E-commerce marketing refers to the use of simple, fast and low-cost electronic communication methods, in which buyers and sellers do not face all kinds of business activities. Many people say that today's e-commerce is largely impacting the traditional marketing model. The development of e-commerce, its simple, fast and low-cost operation makes both buyers and sellers benefit, consumers do not need to exhaust in the mall. Find the products you need, you only need to use your finger on the Internet to purchase all kinds of products. Online shopping is becoming more and more popular and has gradually become a lifestyle. In this case, why is the e-commerce in the mahogany industry not getting late? According to industry insiders, only 20% of the mahogany furniture industry adopts a mode of e-commerce, and the actual operation is based on this marketing method. Success is even rarer.
As a traditional industry, mahogany furniture is the main mode of sales. In the past few years, the mahogany furniture market was hot, and most companies did not consider the development of new sales channels. Moreover, the e-commerce technology has high requirements, and the promotion process in the early stage is complicated and the cycle is long. In addition, many companies are concerned that once the product is sold online, it may suppress the price of physical sales. Previously, consumers have found that the price of products sold online is cheaper than the price of products sold in physical stores, and therefore requires many returns. The mahogany furniture company considers this to be a “difficult to ask†approach. At present, many mahogany furniture companies have established their own corporate websites, but they have not fully utilized this platform. Many corporate websites have become “waste stations†due to long-term unmanned maintenance.
Suggestion: Start with the establishment of the "brand window"
The corporate website is also part of the corporate brand image, and the company should pay attention to it. Enterprises can use the corporate website as an e-commerce window to achieve a wider range of image display. Enterprises can put products on the website to display without price, and update the information of the company itself and the industry website in time, so that their websites become consumers. , get the window of mahogany information. After the enterprise website is mature and has a certain e-commerce foundation, try to log in to other third-party e-commerce stations.
Second, the uniqueness of the product makes e-commerce difficult to develop?
Taobao, Dangdang, Excellence, Jingdong Mall is a relatively complete e-commerce platform. According to the survey, daily necessities, clothing, home appliances and food occupy an important proportion, of which only 60% of daily necessities. One of the most important factors is that the price of the product is low and the consumer's reliability is high. Even if the product is not satisfied by the consumer, considering the loss is small, it will rarely choose to return or exchange.
Relative to these products, the development of mahogany furniture e-commerce is limited by the particularity of its products. At present, the e-commerce model of mahogany furniture is still at a preliminary stage of development, and the market model is still not perfect. As a product of high value and large objects, the risk that consumers bear is higher, and tens of thousands or even hundreds of thousands of products are Consumers are very cautious when buying in a physical store, and it seems even less likely to place an order on the Internet. In addition, the credit issue is also the biggest obstacle to the development of e-commerce in the mahogany furniture industry. The mahogany furniture industry market is mixed, and industrial credit is always in jeopardy. There are very few big brand companies recognized by consumers. However, e-commerce is a platform based on the full trust of buyers and sellers. At present, the mahogany furniture industry has not reached the level of trust that allows consumers to consume online.
In addition, because the physical products are not visible, the return rate of products sold through the e-commerce platform is much higher than that of the products sold in the physical store, and the mahogany furniture is huge because of its large size, and the logistics expenses are not small, but if the consumers appear after purchase, The problem needs to be returned and exchanged, and packaging the product is also very difficult and troublesome.
Suggestion: Make a big brand, accumulate credit
Brand building is a major issue for many mahogany furniture companies in the past two years. Many companies have already had the awareness of regulating themselves and developing brands, and are actively moving towards a modern big brand enterprise. The promotion of the branding process is a good time to improve the creditworthiness of the consumer market.
Third, the win-win model of merchants, dealers and consumers is difficult to construct?
For consumers, it is the best form for manufacturers to have online stores and direct sales stores, so that they have more choices and more favorable prices. The network makes the pricing of many products more transparent and regular. The online store established by the manufacturer is no different from the "factory direct sales". In addition, the biggest expense of a store is the renting. Online shops directly save the merchants a huge expense. Of course, some of the expenses will bring out most of the rebates to consumers, and increase their market competitiveness with price advantage.
However, the e-commerce platform seems to have moved the dealer's "cheese." The same product, almost everyone will choose a lower price, then the dealer's product price naturally can not compete with the online mall. However, from the current development status of the mahogany furniture industry, almost no manufacturers can rely on “e-commerce without dealersâ€. For mahogany furniture manufacturers, dealers guarantee the sales volume of products, occupy the market, and open Channels and other aspects have played a crucial role.
Recommendation: Coordinating tripartite interests
The development of mahogany furniture e-commerce, coordination of the interests of merchants, distributors, consumers is also the key. Manufacturers should work with distributors to unify pricing, and reasonably grasp the pricing on the e-commerce platform. In order to balance the interests of dealers, we can provide more service items for dealerships, realize online and offline integration, and make online become offline. The window, the line becomes the backing of the line.
[Redwood furniture e-commerce two-step strategy]
First, build a platform to effectively promote
The focus of e-commerce is platform construction and brand promotion in the pre-transaction stage. The so-called e-commerce platform is a store built on the Internet. Choosing and building a good e-commerce platform can not only help manufacturers and businesses improve efficiency, but also promote communication and communication between manufacturers and customers. It is the premise and foundation of brand promotion. At present, mahogany furniture e-commerce is still in the initial stage of development, many companies have not established a certain degree of visibility and credibility on the Internet. The most important point of online marketing is to form a good reputation and reputation in the hearts of consumers. Many people have brand dependence when they buy products, and well-known brands mean that it is easier to gather people to get more profit. Moreover, the three-dimensional image of e-commerce brands is better than traditional stores. Many consumers are not comprehensive enough to obtain product information when they visit physical stores. Some of the guides are often not sufficiently specific, and the network can be more clear. By describing the product, consumers can easily have a process of self-awareness and understanding. At the same time, they can also use the network to interact. The open evaluation platform can also provide certain opinions and suggestions for other buyers. Therefore effective brand promotion is essential.
In addition, we must also establish a mature network marketing team. In the world of the Internet, there will always be new companies to follow, so various price wars, advertising wars, how to effectively sell their products, must create a professional The network marketing team, including professionals in operations, planning, promotion, editing, art, customer service and other positions.
Second, manufacturers win and improve transactions
Another important aspect of e-commerce is the realization of electronic trading. If the construction of effective brand promotion is the forerunner of mahogany furniture e-commerce, then a good trading platform and after-sales service is the logistics force of the entire strategy. This logistics force is an important step to ensure the integrity of the entire transaction process. When talking about the future development strategy of mahogany furniture e-commerce, Lin Weihua mentioned: "The key point of doing a good brand is to satisfy the overall interests of consumers. Therefore, you can choose to jointly operate the brand model, that is, the manufacturers and the local businesses will unite and establish Regional specialty stores, to achieve a win-win situation for manufacturers, consumers can directly go to the local specialty stores to buy products on the Internet, so that not only can reduce the freight back and forth can also see the real thing. Manufacturers can quickly open all over the local specialty stores In the terminal market, dealers can also quickly increase the market competitiveness through factory direct sales, consumers can have no worries when placing orders online, and after-sales service will be relatively safe."
Conclusion:
The mahogany furniture industry is actively looking for new ways and innovations to promote the optimization of the entire industry and keep up with the rhythm of the times. Undoubtedly, the e-commerce road of the mahogany industry has a long history, but the flowers growing in the adversity are not more fresh, unique and elegant, but also more valuable?
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