The tide of online shopping is pushing the home industry to explore the way of e-commerce

"O2O", short for Online To Offline, that is, consumers experience and select products offline, then return online to order and pay, and then offline is responsible for delivery, installation, debugging, etc. From this year's "Double 11" e-commerce war, online home sellers encountered strong resistance from the offline, resulting in the termination of O2O in the home furnishing industry. Now that the "Double 12" smoke is coming back, the term e-commerce has become an unavoidable home furnishing industry this year hot word. Driven by the aggressive tide of online shopping, many home furnishing brands and stores have clenched their teeth and started to find a viable e-commerce road for the home furnishing industry.

 

 

Store dealers boycott Tmall home

 

On the eve of "Double 11", 19 national home furnishing stores, including Red Star Macalline and Actual Home, jointly boycotted the "Double 11" activity of Tmall Mall, and the furniture was 50% off.

 

It is understood that these 19 home furnishing stores clearly stated: "It is strictly forbidden for any merchant to spread or promote other E-commerce online Double 11 activities in the store in any form; strictly investigate and punish merchants using Alipay POS machines for online sales; strictly prohibit merchants For the factory's order delivery and installation on other e-commerce lines. "At the same time, the store also formulated corresponding punishment measures for merchants' promotion and participation in the" Double 11 "activities in the store. The purpose of the hypermarket is very clear, that is, a free sample room for improper online store offline experience; not only the store, but the physical store dealers are also extremely resistant to the e-commerce "Double 11" promotion. The dealer said that the profit from the manufacturer to the dealer was not high. After the consumer placed an order online, the dealer had to complete the post-delivery and other after-sales.

 

Therefore, the effect of Tmall's "Double 11" furniture 50% discount is greatly reduced, which can be said to be on the way to death. Fu Anna, Luo Lai, and Lin Wood have become leaders in the home furnishing industry with a turnover of over 100 million yuan. However, the first two are home textiles that are closer to department stores, and the latter are the eldest brothers in the home furnishing industry specializing in e-commerce. More notably, according to the data released by the media, within the nearly 30 days after the "Double 11", the strongest e-commerce sales in the household industry, including Lin's Wood Industry, faced a high refund rate; , Determined to become the first home e-commerce platform for e-commerce websites within two years, Niuwo.com, after just five months of operation, announced the closure of this year's "Double 11" approaching.

 

2013 e-commerce attempts to break online and offline conflicts

 

Although there are many difficulties, this year, the home furnishing giants have taken the practice of cracking the way of e-commerce. At present, the offline stores of Lin's Wood are mainly used for experience, and there is no plan to promote a large number of offline experience stores in a short time.

 

Before this year's "Double 11", Quanyou Home took the lead in starting the e-commerce model, combining the previous year's e-commerce experience, implementing the combination of e-commerce sales and channel sales, using the channel advantages of more than 3,000 specialty stores across the country as ground support, will The price is effectively unified with e-commerce.

 

After Xilinmen, which makes soft furniture , entered the Tmall platform, its e-commerce channel sales now account for 5% of the total sales. This number seems inconspicuous, but as the furniture industry that e-commerce has just started, this data is still in the forefront of the industry.

 

Positioned as "the best B2C online home shopping platform in the West", Fusen Meimei Online Mall has also experienced from the initial store scene display, special offer promotion, to group purchases, vertical sales, to the combination of online and offline to expand the O2O model, Since there is no price conflict between online and offline products, consumers can combine online selection, offline selection, online shopping, and offline experience.

 

Red Star Macalline changed its name to "Xing Yi Jia" this year after trial operation of the e-commerce platform "Red Beauty Mall" last year. Wang Qiqi, Assistant President of Red Star Macalline and Executive Vice President of Xingyijia E-Commerce, said in an interview with the media that Xingyi ’s idea is to make a difference from Red Star Macalline products and to have cheaper and more popular prices, and Make use of the advantages of Red Star Macalline hypermarket and after-sales service.

 

In addition, as a world-class household predator, IKEA's e-commerce platform can be regarded as an alternative success-just look at it. However, IKEA is still continuously improving its online experience: the 2014 “Home Guide” manual plus the latest IKEA APP will enable hundreds of furniture to be virtually presented in any home through reality-enhancing technology, creating anytime Arbitrarily match the effect between the models anywhere. This is at the forefront of industry practice.

 

Home e-commerce is in a hurry

 

"It doesn't make any sense to block Tmall from the door. Don't block consumers and Internet trends from the door." This is the response of the head of Tmall's public relations department to the home merchants' boycott of the "Double 11" campaign. It is true that in the past four years, the growth rate of home e-commerce has doubled year by year, and the future sales of home e-commerce are expected to reach 70 billion yuan. However, compared with the trillion-dollar annual output value of Chinese furniture, the proportion is still relatively low.

 

At the same time, although e-commerce is the general trend, there are still realities such as large investment, slow cultivation, and long-term profits. Is still the majority of consumers. In the home furnishing industry, which urgently needs industry success models and sustainable cases, putting service first and crossing the river step by step, it is a stable way to open the way to e-commerce.

 

Uniform pricing or breaking the way

 

According to analysis by industry experts, the home industry, which is a durable product, has its unique sample experience, delivery installation and after-sales maintenance characteristics-it can also be said to be a short board. Without breaking the contradiction between online and offline, home e-commerce is difficult to find a balance of interests. Lin Zuoyi, founder of Lin's Wood Industry, said that online and offline operations have different methods, different costs, and different terminal market prices. Some brands have a large number of physical distribution distributors. How to deal fairly with the interests of various businesses may also hinder online online Under the unity.

 

According to current e-commerce practices, unified pricing may become a key to solving the problems of home e-commerce. A person in charge of a well-known home store once told reporters that unless like Suning, the online and offline prices are uniform, the traditional home store will not be harmed, and the possibility of home O2O model will exist. (Editor: Peter)

 

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