Traditional home furnishing companies generally attach importance to offline channels, presenting a large number of offline stores and online e-commerce platforms. This is related to the large-value commodity attributes of furniture, and also related to the experience of goods. Consumer furniture products always have doubts, concerns about quality and distribution and installation. However, the development of Internet data networks, the home business of the e-commerce route has developed a set of Nuggets skills.
Online support, online line drop
As barriers between online and offline continue to collapse, more and more companies are paying attention to the gold content of e-commerce platforms.
The success of the physical store in the e-commerce platform, in addition to the recent pain points of logistics, distribution, installation and other related pain points, the brand's own influence is also the key. Furniture products are large and valuable commodities, and consumer trust in brands is an important factor in trading.
In the 2017, the eight entities listed on the list of the eleventh, all of them have the name of the ring. For the furniture industry with strong traditional colors, embracing the Internet is not just as simple as opening an online store. Brand building should also be in the first place.
Entity companies chase online, online brands start to experience store construction. This year, Tmall double eleven Lin's wood industry won again, and the total transaction volume exceeded the record of 610 million yuan set in 2016. As early as 2011, Lin's wood industry was involved in the O2O experience store, and now its experience store has covered many cities across the country.
Under the circumstance of O2O mode, the online brand “sinks downâ€, and it is a good choice to build a line of experience stores or to occupy a “fengshui treasure†in the store.
Vertical e-commerce can live longer
Some people have also targeted the online shopping platform, and built a vertical e-commerce platform for the furniture industry. Vertical e-commerce emphasizes product integration and centralized product management, and deepens the field of furniture. In the future, it can also cover the field of home building materials. It seems to be the next small vent.
However, compared with the arrogance of a certain treasure and a certain east, the vertical e-commerce platform is facing a dilemma. The difference between the furniture e-commerce platform and the integrated e-commerce platform seems to be the same as that between the furniture store and the super-store. The three mountains behind it are low gross profit margin, high cost and insufficient flow.
The repeated purchase cycle of furniture products is difficult to form a user's continuous stickiness, the platform either increases the cost to attract new users, or retreats to expand the scope of business, both of which are unpleasant.
But vertical e-commerce is not nothing. As the consumption structure continues to escalate, consumers will also pursue more “special†and “fine†products. The integrated e-commerce platform may be difficult to meet the needs of the middle and high-end people. In the future, the furniture e-commerce platform will give the integrated e-commerce a head start. Just for now, the platform does not have enough funds to support it.
Online brand promotion pays more attention to online channels
When the "last mile" problem was gradually overcome, many simple furniture companies began to raise their heads. Although it is still at a disadvantage in terms of experience, companies can promote consumers' desire to purchase through exquisite live-action pictures, considerable sales, and user experience quality evaluation.
The same as the physical brand, pure online brands also pay great attention to their own brand promotion, and they pay more attention to online promotion channels. Chengdu Fun Sleep Technology is such a dark horse. At present, Fun Sleep Technology attracts wind investment of over 100 million yuan, with a valuation of more than 200 million US dollars. The company's scientific research personnel account for 60% of the total, and now has more than 40 patents.
This software-based furniture company does not take offline experience as a selling point, but focuses on network promotion and starting channels. With innovation and technology as its main features, it quickly cooperates with Xiaomi to enter the Xiaomi ecological chain and enter the “small rice flour groupâ€. ".
It will also upgrade its products to “do serviceâ€, build “fun sleep powder groupâ€, establish brand loyalty, and form “beneficial circleâ€. On the one hand, the brand will be stronger and bigger, on the one hand, consumers will be eliminated online. The doubts that arise when buying large products, and the use of fans for in-depth promotion.
Based on scientific research strength, occupying network promotion channels and building fan community and user stickiness are undoubtedly the key to its success.
Online and offline integration, opening new opportunities in the industry
The problem of "insufficient furniture experience" in online furniture sales has plagued many companies. Various brands have come up with various methods, such as the “sinking†of online companies mentioned above, the creation of fan bases to enhance user experience evaluation, and the use of VR/AR technology to make up and so on.
Also in order to solve the problem of experience, in 2015, based on the shared economy and mobile Internet furniture sales platform, I was born at home (formerly known as "not much more"), based on the "living home" model, opened a new type of online and offline A merging approach to sales that connects consumers. Users can make a reservation for the appropriate "living home" according to the furniture brand, style and location, and directly go to the user's home real experience.
This kind of integration saves the cost of traditional stores for small and medium-sized furniture brands, and also reduces unnecessary expenses for consumers. It can be said that it is a perfect linkage of e-commerce + landing.
The development of network technology blurs the boundaries between online and offline. The combination of the two may lead to a new round of industry development trend. Only by developing online or offline channels, enterprises will lose half of the market.
Conclusion:
Enterprise operations also need to have their own pace and pace, do what they can, don't see other companies' high profits and blindly learn from their models. Different ways of adapting to different cities, sub-sectors and markets are different. Carefully identify and choose carefully.
We all love tools and gadgets – but have you got the right tools and equipment for your artificial grass installation? If you are planning on doing some or all of the artificial grass installation yourself having the right tools and equipment will not only save you time but will result in a much improved artificial lawn installation. All the tools have been tested in the field and in some cases, like wheelbarrows, we have tested up to 20 products from different manufacturers before arriving at our recommendation.
Artificial Grass Tools,Artificial Turf Installation Tools,Artificial Grass Power Brush,Artificial Grass Maintenance Brush
JIANGSU WMGRASS CO., LTD. , https://www.wmgrasslawns.com