The furniture industry has a broad market, and the road to marriage with the Internet has gone awry. Most companies are still burning a lot of money, and many companies are overwhelmed. As a result, some people ridicule the furniture business is caught in the dilemma of "not to e-commerce and other deaths, e-commerce to find death."
The reasons behind the analysis include: furniture products are mostly durable goods, but also low-frequency consumer goods, occupying a large space, relatively high cost, product characteristics, consumer demand and purchasing habits limit the e-commerce of the furniture industry; Furniture consumption belongs to the experience economy. Compared with virtual online stores, traditional consumers are more assured of offline experience stores. However, embracing the Internet is the general trend. In the face of such reality, the furniture industry must first understand what to do.
First, create a fan economy for furniture brands. In the Internet era, the information organization structure has undergone profound changes. The furniture industry should accurately grasp this change, increase the fan's viscosity, and promote their sharing. The main consumer of the furniture industry is gradually shifting to the "post-80s" and "post-90s". They generally have Internet thinking, and the furniture industry should use consumer word-of-mouth to market and spread on the Internet.
Second, online and offline benign interactions. Nowadays, some furniture companies and stores are entangled in the issue of focusing on the development of online or offline, but in fact, online development and offline development are not contradictory. Online consumption simplifies the circulation of traditional consumption, and to some extent alleviates the problem of asymmetry between merchants and consumers, and helps to tap the consumption potential. In other words, the e-commerce of the mall has turned the industry from closed to open, allowing limited customers to become unlimited consumers. Consumers can choose online and then go offline. "Situ online" is to serve the offline shopping malls, there is no assessment of sales targets, only to undertake the task of assisting the development of e-commerce in offline shopping malls, is a model of "online sales, offline experience".
Once again, do a good job in logistics and service. The development of logistics is changing with each passing day, and the distribution speed and service are constantly improving. For the furniture industry, most companies have long production cycles and adopt the “sales by sales†model. It is difficult to meet the market demand of “small fast spiritsâ€. At the same time, the product volume is large. If the inventory increases, the cost will be virtual. High, it is a great challenge for e-commerce companies. The furniture industry must fully consider the above risks, optimize the distribution links, and improve the quality of services.
The development of furniture enterprises must learn to hold groups and alliances.
In addition, even if the above points are achieved, it is still necessary to develop the industry alliance and the group. At present, the furniture industry has a serious battle phenomenon, and the degree of polymerization in the industry is not high. Many enterprises and distributors blindly “touch the net†and it is difficult to form a climate. To this end, the furniture industry should hold a group to break through the Internet, create an influential furniture O2O platform, and use the business model of “Crowdfunding + Zhongchuang†to grasp the future market.
Although the Internet is an inevitable trend in the development of furniture, it must be cautious!
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