It is not difficult to see from Suning's overall development plan for 2011, its ambitions for the e-commerce market. The same is true of the furniture industry. As early as June 25, 2009, Qumei Furniture World Online Mall officially met with you. The mall's main marketing strategy of "brand + low price" attracted widespread attention as soon as it went online.

From the traditional sales model to the combination with e-commerce has become the future development trend of the furniture industry. But for all enterprises, the difficult choice is not whether to embark on the road of e-commerce, but how furniture sales should be combined with e-commerce in order to ensure the growth of online interests without affecting the promotion of brands and Sales in physical stores.

Online mall + physical storefront

Online shopping malls + physical storefronts have become the most commonly used in the home furnishing industry to enter the e-commerce platform, and it is also a way with obvious effects so far, and Qumei Furniture officially adopted this method. In the 45-day "Qu Yituan" activity, Qumei Furniture sold a total of 13,510 sets. From the currently announced rankings, total sales are close to 50 million. Being able to achieve such excellent results in the short term is indeed eye-catching. It's no wonder that all major home furnishing brands are "quick".

However, although the cake is delicious, not everyone can take a bite. As a more mature e-commerce furniture brand, Qumei Furniture still adopts the form of differentiated sales of online and offline products; that is to say, let the physical store to display and sell high-priced products and new products, and the low-end products and All old series were moved to online sales. In this way, it is possible to develop the e-commerce field while ensuring that the sales of offline physical stores are not affected. And this is also the most commonly adopted model for most of the furniture brands entering the e-commerce field.

As a result, this also brought several problems. First of all, most of the furniture brands have been joined by dealers, and online sales will inevitably affect the interests of dealers; at the same time, not all furniture brands can build an e-commerce website that belongs to them. Most furniture brands All of them are promoting their e-commerce through the alliance with Taobao, even Qumei Furniture, which has its own online store. And people choose online shopping mainly because of price concessions. For high-end furniture, will it affect its brand positioning?

Zheng Qiuwei, general manager of Desheng Furniture, said that regardless of any company, in the early days of online sales, it will definitely affect the sales of physical stores; at the same time, Taobao Mall is not a brand ’s own website, it only provides a platform through billing. To be used by merchants. As your online store grows larger and larger, this platform may limit your development.

However, Shi Lilin, the managing director of Yalan Group, believes that no matter how well you do in Taobao Mall or other platforms, it will always be someone else ’s website. If one day, this website can no longer cooperate with companies because of different concepts. , Then all the previous efforts made by the enterprise are in vain.

Electronic main + offline display

There are always some unsolvable problems in the sales of electronic malls and physical stores, but e-commerce in the furniture industry has become the future development trend of the entire industry. Failure to follow the trend will only make your own enterprise narrower and narrower Eliminate. As a result, many companies have begun to try to find new operating models that can successfully open up their own online marketing channels without affecting the sales of physical stores.

It is easier said than done. If there is no way to take care of both, and you are reluctant to leave the cake of online sales, can you reduce offline sales and specialize in e-commerce?

Hanfil furniture is such a business model. According to Huang Hui, general manager of Han Feier Furniture, under the same product production model, their brand adopts the model that all are sold by online malls; and the model rooms are rented offline to display products. Interested product. In this way, it is possible to prevent the sales of physical store dealers from being affected by online sales.

Although this can solve all problems to some extent, it does not apply to all brands. E-commerce is certainly the trend of the furniture industry, but it is impossible to completely give up offline sales for online shopping. For enterprises of a certain scale, physical store sales are the mainstream of brand development. Online shopping malls are only auxiliary roads that allow the “river” to widen continuously.

And Huang Minli, chairman of the board of directors of Minhua Holdings, also believes that even if the offline display store, for consumers, furniture is a bulk consumer goods, if there is only offline display store, then online purchase of products will inevitably bring installation and after-sales service For other issues, not everyone can afford the wrong furniture; at the same time, for Chinese consumers, they prefer to feel the furniture before buying. No matter how gorgeous the photos on the Internet are, they will make people feel fake.

Network spike + electronic mall dedicated

According to the current sales model of China's furniture industry, which is dominated by franchisees, if we are to develop electronic malls, it will inevitably affect the interests of dealers and thus affect the company's development; but it is impossible to completely abandon e-commerce The cake is handed over to others. Is there a better way?

In 2011, we saw a new type of e-commerce model, which not only realized the momentum of the enterprise, but also avoided the conflict of interest with the dealers. That is, enterprises provide a batch of products that are not sold in stores, display them on the Internet, and adopt the mode of online spike to earn eyeballs and achieve profitability.

This model not only circumvents the negative effects of e-commerce that may be affected by the sales of physical stores, but also builds momentum for brand promotion on the Internet. It is very suitable for the current status of China's furniture industry, and it is no wonder that the online This caused widespread "response" from furniture companies.

For furniture companies, in the face of such a delicious cake as e-commerce, it is important to be able to divide the biggest piece. How to bypass the obstacles and eat it smoothly is indeed the biggest problem at present. Only by choosing the appropriate e-commerce road according to the development mode of your own enterprise, rather than blindly following the trend, can you really let the enterprise continue to grow and develop.
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