Cabinet industry game O2O road resistance and long

GO Jiaju Newsletter With the development of the Internet, the use of online shopping has become one of the main channels of people's consumption. Recently, China's first online consumer index report was released. According to the data, in 2015, China's online consumers were about three times that of 2010, reaching 410 million. From 2011 to 2015, the online consumer index expanded by 12.1 times. The national online retail sales reached 3.8773 trillion yuan, an increase of 33.3% over the previous year. In the context of the network society, the entry of the cabinet industry into O2O seems to have become inevitable. However, the drawbacks of commodity trading make it necessary to make painful adjustments.
The e-commerce platform is extremely popular in the Internet era, so many businesses have seen the possibility of development. Thus, for a time O2O seems to be synonymous with enterprise modernization. In such a hot Internet market, all industries are hoping to share a piece of the cake industry, and the cabinet industry is no exception. As a traditional industry, the barrier between the cabinet industry and the Internet seems to be not small. On the one hand, it is the traditional concept, and at the same time, the attributes of its bulk products are more important. The Internet era can create any possibility, and when people are not optimistic about cabinet e-commerce, their sales data is surprising.
According to Tmall's statistics, in 2015, Tmall's “Double 11” greatly promoted the turnover of 91.2 billion yuan, and the cabinet brand achieved good results. There were four cabinet brands in the whole house custom category list. . Among them, I have a kitchen cabinet with a total of 49.61 million in a single day, and exceeded the 115 million in the event to win the sales champion of the Tmall cabinet industry. In theory, traditional bulk product online transactions are not easy to produce, but the cabinet industry has sprung up, which is really surprising. In the eyes of the industry, the popularity of online sales is inevitable. Zhu Changling, chairman of the China Furniture Association, said that unlike the past, the current consumer groups are mainly post-80s and post-90s, and their Internet thinking has benefited all walks of life.
The weight of offline experience is as important as Zhu Changling said. The hot sales on the line cannot be separated from the merits of offline display. If online trading opens a window for the development of the industry, then the perfect offline display is the industry. Really opened a door. "I think that the most important thing is still the offline experience, online trading is an important supplement." Zhu Changling said calmly.
This statement has also been recognized by the industry. Gao Xiuzhi, secretary general of the Tianjin Furniture Industry Association, said that although the online sales are very hot, the offline market is still the main force, mainly due to the uncertainty of online shopping. “In this case, the offline experience store is particularly important, it can provide consumers with a platform, they can mix and match according to their own preferences on the network, and then feel the color and texture of the cabinet in the store. The specific situation, the finalization of the purchase, I think this will be a trend in the future market." Gao Xiuzhi said. At the same time, in order to increase customer viscosity, according to the individual needs of young consumers, in the process of online display, more and more elements of design customization, which will become another big weapon of offline experience.
After-sales closed loops need to solve the offline experience, online orders, this is the basic mode of O2O, but unlike fast-moving consumer goods, the after-sales service of the cabinet industry has been considered to be the weakness of the industry's efforts to the Internet. Compared with the store's physical store after-sales, the online sales of cabinets really do not dominate. The industry believes that the advantages of e-commerce in the cabinet industry are obvious, and the short board is also obvious. Under normal circumstances, the quality problems of the goods, the store will implement the first payment system to protect the interests of consumers.
However, in the e-commerce platform, manufacturers and logistics parties are “mutually kicking the ball”. If there is a problem with the customized products of individual consumers, the manufacturer will give some commitments only for maintenance, because product recycling will affect the second time. Sales. How to solve the disadvantages of the after-sales closed loop is a problem that the cabinet companies that are currently involved in the Internet need to solve. “Now it seems that only the after-sales service network that builds the network and offline display can effectively solve this problem,” Zhu Changling said. “By improving logistics, we will link online and offline and manufacturers to form an online acceptance of feedback. The offline coordination and communication, and the direct sales closed loop sent by the manufacturers can improve the competitiveness of O2O enterprises."
Limited by the industry model, the current O2O roadway for cabinet companies is long and long. In the process of transformation, the industry will have a period of pain. It is difficult to solve the contradiction between offline production and service by using the innovative Internet model. It can use its own innovation model to foster strengths and avoid weaknesses and occupy the market. It is the winning game of cabinet enterprises O2O. Road.
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