Channel dispute: the two benefits, the fight is hurt

When the traditional home store and the new e-commerce truss gradually fade away, many of the thoughts left to us are gradually clear...

In just a few years, online shopping has rapidly infiltrated into the daily life consumption field of the public from a trend, not only changing the business model of the enterprise, but also affecting people's consumption habits more profoundly. Based on this, many furniture companies and circulation giants have waded into water and electricity companies, and once confronted Internet companies.

For the furniture industry, e-commerce is a new topic for at least a long time. It is said that the "new" is that the construction of e-commerce in the furniture industry is too "special" compared to other industries, and the problems to be solved are far more complicated than other industries.

E-commerce complex in furniture stores

Looking at the entire furniture industry, both furniture companies and home stores are entering the e-commerce field, and groping forward, most of the marchers firmly believe that it will be the future trend of the industry development, such as Hongmei Mall, the e-commerce platform of Red Star Macalline, Moonstar Home's Baishe Home Network and so on. At present, home stores are still exploring and experimenting with e-commerce. The industry analysts believe that the greater significance is not success, but continuous learning.

For the e-commerce effect that has appeared in the furniture industry, some furniture companies and stores that have already waded have said that joining the e-commerce team is a trend, and it is also a necessity. However, e-commerce is like a double-edged sword, always concerned about the safety of circulation channels.

Furniture goods have special characteristics in other industries. "Touching the net" will lead to many specific problems: First, consumers can't get enough consumer experience online, so they can't accurately grasp the volume and texture of the product. The purchase decision is made; the second is that the furniture product has the speciality of large volume, difficult transportation and easy to be damaged. Therefore, the returning goods are troublesome and costly. Especially the logistics cost; in addition, the furniture products have higher requirements on logistics and color, and the process Complex, it is difficult for companies to deal with the relationship between after-sales, logistics and the original channels.

In addition, some online shopping malls still have not solved the problem of profit distribution on the line and offline. There is no reasonable interest distribution plan, and there is no successful case for reference. These status quo have made the circulation giants "a mixed feeling." In fact, as far as the current general trend is concerned, whether it is for businesses or consumers, the furniture store â€œtouching the netâ€ is a good thing, which can save costs and conform to the trend, which is undoubtedly a big deal for the current depressed retail market. The law of survival. In the online shopping mall, what the furniture store needs to do is to cultivate customers. Change the thinking mode and consumption habits of the households, and learn from other successful cases, the ways and means of transformation, and find suitable furniture stores in the field of e-commerce. Win-win mode.

If the two fights are both hurt

All along, the store is the traditional leading channel of the furniture industry. The more competitive it is, the more obvious the strength of the traditional channel. Nowadays, in the case of a lot of porridge, how to find an effective channel means seems to be the focus of strategic deployment of furniture stores.

At present, 020 seems to be the best sales model in the furniture industry, that is, the online store and the offline store (enterprise ten stores) interact and form a community of interests. From the perspective of the body, this model is feasible and can achieve the "three wins" effect. The 020 mode cloth reduces the dependence of the store on the geographical location to a certain extent. For consumers, 020 provides rich, comprehensive and timely merchant discount information, which can quickly filter and order suitable goods or services at an affordable price. For e-commerce companies, the 020 model can bring large-scale, high-viscosity consumers, which in turn can win more business resources.

Of course, as mentioned above, some online malls still do not solve the problem of profit distribution on the line and offline. This problem has made the contradictions between online and offline more obvious, which not only hindered the development of the two, but also greatly affected the development of enterprises and brand products. As a result, although the sales channels of enterprises increased, they did not reach promotion. The destination of development.

According to industry insiders, furniture e-commerce is a big supplement to traditional sales channels. If traditional distribution channels can form strategic relationships with new e-commerce companies and complement each other, then the impact of strong combined cattle production is Immeasurable. On the one hand, the price advantage of e-commerce has broken through the high cost of traditional channels; on the other hand, the network has made it possible for furniture stores to expand the national market in the shortest possible time. The most important thing is that relying on e-commerce, furniture stores have acquired new effective marketing models to meet the needs of a large number of young people's furniture. Online shopping has become the main way of shopping in this huge group after 80s and 90s. Network furniture conforms to the consumption habit of this consumer. With the development of the Internet of Things, mobile payment and cloud computing, the resources available to consumers in the future will be more concise and convenient, and the Chinese furniture e-commerce industry will usher in greater opportunities for transformation and upgrading.

For the interests of traditional home stores and new e-commerce cooperation, the industry has suggested that the price of the experience store and the price of the online store should be unified. From a price perspective, consumers buy the same price regardless of the channel. However, whether it is an online mall or a physical store, the price of the product has been reduced, because the physical store has been compressed through the display of the online mall, and the cost of the venue has been saved, and other human and management costs are also Save it, so you can give this part of the cost to the consumer, in order to achieve a win-win situation.

In order to successfully expand online business, home stores must consider how online marketing can be combined with physical display, and ultimately highlight the core competitiveness of cheap, while protecting the existing price system and distinguishing some online products from offline products. It is a problem that furniture stores must consider when they enter e-commerce and cooperate with e-commerce companies.

One fact that can be affirmed is that compared with traditional marketing channels, the advantages of e-commerce and offline stores are obvious. It not only facilitates manufacturers to expand channels and markets in a short period of time, but also provides consumers with Cheaper products, richer choices and more convenient ways to shop.

As a new type of epoch-making business model, e-commerce, traditional stores and their paintings are firmly established, it is better to cooperate with e-commerce to achieve a win-win situation, otherwise the fight will be hurt, and the smoke will definitely start again.

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