The furniture industry is also fashionable to speed up the testing of e-commerce. On February 24th, the China Home Building Materials E-Commerce Summit, sponsored by Taobao Mall and co-organized by the Municipal Foreign Trade and Economic Cooperation Bureau, attracted nearly 500 furniture industry people. According to the forum's opinion, when the Dongguan furniture industry with the advantages of origin, quality and high cost performance is transferred to domestic sales, the “online and offline†docking e-commerce model will bring a low channel cost and real experience. Channel revolution."
2011 furniture network sales may reach 11 billion yuan
At the forum, Ma Xuejun, head of Taobao Mall's home improvement project, believes that since the financial crisis, furniture companies have turned to the domestic market, but this process is not smooth. “Traditional sales channels are dominated and controlled by commercial real estate, and their huge rents bring great pressure on furniture companies.†Ma Xuejun said that through domestic channels such as dealers and agent models, there are too many intermediate links, which will make profit advantage Greatly weakened.
In this regard, Xingcheng Furniture Vice President Mai Fengqi told reporters that the main channel of its domestic sales is through the store, but the high cost of the store has become an open secret in the industry. Yesterday, Xingcheng Furniture said at the forum that it would consider entering the e-commerce field.
According to the person in charge of Taobao Mall, the new “online and offline†mode of Taobao Mall is mainly through the combination of online flagship store and offline physical experience museum, which realizes the channel cost only 10% to 12 of the transaction amount. %. At the same time, through the form of the offline experience hall, consumers can see the goods online, and they can experience the physical experience of the experience hall. It is sensible and the transaction effect will be greatly enhanced. "In 2010, Taobao Mall's home network sales were only 2.1 billion, and sales this year are expected to reach 11 billion yuan." Ma Xuejun said.
Furniture companies enter e-commerce specializing in sub-brands
Since the sales of furniture network can gain favorable channels and other aspects, how to enter this field has become a problem in front of Dongguan furniture enterprises.
The person in charge of Taobao Mall suggested that Dongguan, as a furniture manufacturing base, has made many furniture companies form stable dealers and other modes in domestic sales. If the sudden change of the stable channel will inevitably have a certain impact on the enterprise. In order to avoid this risk, companies can gradually enter e-commerce. For example, furniture companies can choose their own sub-brands, sub-brands and Taobao Mall to cooperate as a strategic layout for emerging channels.
As for the reason why the first stop of this forum chose Dongguan, the person in charge said that Dongguan furniture is the base of China's furniture industry, the advantages of its furniture manufacturing origin, and the reliable quality of products formed by exporting, making Dongguan furniture very high. Value for money. And this is the main target of Taobao Mall.
E-commerce has become a shortcut to domestic sales of furniture
Zhuo Xiaoqing, the general manager of Allen Furniture Co., Ltd., believes that they have been exporting before and the products are exported to Europe. Last year, it expanded to the domestic market, but the high cost and time cost of channel development made the company very confused. So the end of last year chose the e-commerce model. The e-commerce model of “online sales + offline experience†has greatly reduced the cost compared to traditional stores, and its offline experience store model can dispel customer product concerns. Therefore, from the current effect, especially for export-to-domestic sales enterprises, entering the domestic market and choosing the e-commerce model is a shortcut.
The effect of doing domestic sales with e-commerce is a mystery
Chen Weijian, assistant general manager of Yusheng Furniture Co., Ltd. believes that we have not considered entering the field of e-commerce at present.
Furniture belongs to bulk commodities, and a set of displayed furniture often occupies a very large space. At the same time, the promotion of furniture channels needs to be discussed face to face. Through the virtual mode of e-commerce, the effect is not known.
Another point is that the problem of online sales piracy still exists. For example, a new furniture that has just been made, once published on the Internet, many designs will be stolen, and sometimes, some counterfeiters steal the company’s name for product sales. .
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