Who will test the 650 billion yuan e-commerce furniture market

    In this general environment, how to connect the processing advantages of the domestic traditional manufacturing industry with the ever-changing electronic information technology and e-commerce, and create a new sky for the traditional industry through the integration of the traditional industry and the new economic industry will undoubtedly become the domestic The direction of manufacturing breakthrough breakthrough. To this end, this journal will start to discuss this topic from today to see how the traditional industry and new technology industry integration and development seek a " win-win " .

In 2009 , the output value of China's furniture industry was 650 billion yuan, but no one company's market share could exceed 1% . The large market is opening its doors to everyone fairly ...

In 2009 , the output value of China's furniture industry was 650 billion yuan, with an average annual growth rate of more than 15% , and accounted for 70% of the world 's home manufacturing. However, in this market, no one company's market share can exceed 1% . From this, it is not difficult to conclude that the furniture industry , which has now been reduced to " traditional " , is still a heroic and promising " sunrise " industry, and large markets open the door to everyone fairly.

    In contrast, the furniture circulation industry serving the " turbulent times " relies on the unified business model to seize the opportunity. A number of stores such as Red Star Macalline and Actual Home have expanded across the country, and a oligopolistic pattern like the " Gome, Suning " of the home appliance industry has quickly formed . In the end, it will override the furniture companies, rely on channels as king, and rent Sitting on the floor, it is easy to chew the most delicious piece of " cake " in the furniture industry .

    Taking Red Star Macalline as an example, its total sales in 2009 were 31.3 billion yuan, which not long ago attracted a joint investment of 2.6 billion yuan from four investment banks . But even if the results are gratifying, it is still too early to be crowned Red Star Macalline as the “ industry leader ” , measured by 66 chain stores nationwide with a total area of ​​nearly 6 million square meters but less than 5% market share .

    It was at the time when the major stores destroyed the cities and expanded. Another circulation force in the furniture industry with wings of " e-commerce " also warned people through overwhelming publicity not to underestimate their power. After all, just as online media hits print media, the Internet threatens the traditional format of every traditional industry.

    " E-commerce " in the furniture industry

    In June last year , Qumei Furniture eWorld Online Mall went online; followed closely in September , Ximengbao furniture and Taobao.com ; in December , Qumei Home Furnishing went further in the field of Internet sales, announcing its official Taobao flagship store Opened; and as early as the end of 2008 , E- shops were created for hundreds of years . Yaobang Furniture, Red Star Macalline, Dongfang Jiayuan and other companies have launched their own online shopping malls. There are so many cases of furniture companies involved in e-commerce.

    According to the reporter's observation, at present, distributors such as Red Star Macalline, Actual House, Lanjing Lijia, Qu Mei, Quanyou, Dynasty and other furniture manufacturers, as well as a wide range of furniture websites can be described as diverse, all to varying degrees. Launching online marketing involves multiple models of B2B , B2C and C2C . Even some small furniture manufacturers and some custom furniture manufacturers will use their website as a base to do small online shop business.

    It can be roughly summarized that there are three types of furniture e-commerce websites on the Internet today, and the first ones are online store platforms such as Taobao. The second is Red Star Macalline and other websites built on physical store furniture stores; and then Qumei. e- world and other well-known brands set up furniture online stores.

    In this regard, Zhu Changling, deputy chairman of the China Furniture Association, publicly expressed his support, " At present, the brand concentration of the furniture industry is still very low, and companies can still make a big difference in market share, and the network channel is a good breakthrough. Nowadays After the 1980s , it is gradually becoming the main force of online consumption. Their consumption preferences, consumption habits and public consumption are different. For home furnishing companies, grasping this part of the group means being able to target more target customers and create more markets. Space. "

    Good performance in furniture e-commerce

    The e-commerce marketing model has been recognized both upstream and downstream in the furniture industry, which also proves the success of the furniture industry in using e-commerce. After all, replication success is also a success.

    Prior to this, in 2008 and 2009 , the most tragic economic crisis , some data showed that China's furniture export volume fell from 26.91 billion U.S. dollars, accounting for 24.2% of the total global furniture trade , and sales fell by 60% -80% ; And even those furniture companies that turn to the rudder in time and develop the domestic market have experienced a decline in sales of nearly 20% -40% during the most difficult period . It was this desperate pressing that some domestic companies started to choose a lower-cost e-commerce sales model, and finally achieved success, and this success was logically promoted in the furniture industry.

    According to the data provided by the Qumei furniture online marketing department to the "Securities Daily" reporter, since the Qumei online store was launched in June last year , after adjustments and revisions in October , statistics show that in first-tier cities such as Beijing and Shanghai, e-commerce Sales have accounted for 30% to 40% of total sales , and even 50% in second- and third-tier cities .

    At the same time, it is not only the Qumei family that has succeeded. As mentioned above, at present, the monthly sales of Ximenbao Furniture Online Store, which first cooperated with Qumei and Taobao, exceeded 500,000 yuan, and even exceeded supply. Seeing the gratifying " out of stock " situation, the company has specially set up an e-commerce department composed of more than ten employees.

    The Success and Failure of the Integrity Theory of Furniture Electronic Commerce

    The gap between online photos and seeing is believing is probably a big problem that troubles furniture e-commerce. The reporter took a walk at the red star Macalline in Dongsihuan, Beijing. Almost all consumers conveyed the message, "You have to look at it yourself when buying furniture . "

    In addition, a Mr. Li introduced to the "Securities Daily" reporter, " I just booked a bed here (Red Star Macalline), the price on the sign is set at 21,000 yuan, and the final transaction price is indeed 9,000 yuan. This shows that the price of water is more than 50% , but not only here, most stores are also like this, consumers can only bear it, after all, they can bargain. "

    The same is true of the store. If you buy in an online store, consumers will have less bargaining. If you encounter online stores that are based on the " can be one is one " business concept, how can consumers not be slaughtered?

    An analyst told reporters more systematically, " In addition to the above, there is another important problem in the application of e-commerce in the furniture industry, that is, online transactions and landing services have not yet been seamlessly connected, and many products purchased by furniture online stores have Without matching services, some websites are substandard and even fake brand names. Therefore, merchants should establish a complete after-sales service system and provide timely service items such as home delivery and free installation. "

    In this regard, Zhang Yuanyuan also believes that "in the field of fast-moving consumer goods, some of the rising stars we have seen online shopping are completely benefited from the rapid development of e-commerce, thus establishing a brand. But the durable goods industry, more successful models It is due to the accumulation of brands. "

    In summary, regardless of the consumer habits of " seeing and bargaining with your own eyes " or the confusion of " no after-sales in online stores " , I am afraid it mainly comes from consumers' distrust of the furniture industry. Can e-commerce increase sales , Must also be based on " integrity " .

 

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