How does Lecong furniture "break the ice" by taking the e-commerce express?
However, in the same period when the furniture market was cold, the e-commerce of furniture derived from the Internet era is developing at an alarming rate. The online shopping trend is becoming more and more popular, and has become the favorite of the rising consumer groups such as "80" and "90". Shopping form. The emergence of e-commerce has undoubtedly brought about a turning point and a breakthrough for the traditional furniture enterprises. At a time, many furniture companies have "shocked" and a trend of furniture e-commerce is taking shape.
According to statistics from Taobao.com, the sales volume of Taobao's home-brand products in 2012 accounted for nearly 10% of online shopping products compared to 2011. However, compared with the rapid development of furniture e-commerce in other regions, the development of Lecong furniture e-commerce seems to be lagging behind. So in the face of this important "weapon" that is regarded as a major industry for the domestic market, how should the Lecong furniture industry grasp it?
Today, online shopping is becoming more and more popular, and many industries have invested in e-commerce, hoping to use this emerging business model to broaden sales channels and seize the commanding heights of industry development. Some furniture industries in Lecong also want to take a slice of e-commerce. However, this cup of soup is to be eaten, but it is not as simple as imagined.
In early 2010, Lecong Furniture was awarded the country's first "national e-commerce pilot", and e-commerce was regarded as a breakthrough in the furniture industry's "upgrade". However, although the Lecong government intends to vigorously promote the transformation of the furniture industry towards e-commerce, Lecong furniture companies are currently not enthusiastic about e-commerce and lack awareness of the huge market space for e-commerce in the future.
â– Current situation
Enterprises: Despite the sluggish traditional marketing, they still hold a wait-and-see attitude towards e-commerce
Shunde City Network reporter visited Lecong Louvre International Furniture Expo Center, Shunlian Furniture City and many other malls and found that the salesmen of major stores praised Lecong furniture for its profound brand influence and relatively stable customer base, but also lamented the market Not optimistic. "Our monthly sales plan is about 1 million, and the monthly store rent is more than 100,000." Yue Peng, deputy manager of the Shangyu brand store at Lecong Louvre International Furniture Expo Center, said that due to the impact of the large environment, foreign trade Not easy to do. With the economic growth, the rent of furniture stores is also rising, and the cost of enterprises relying on traditional sales channels to operate is also increasing.
"We mainly focus on foreign trade exports, but not many domestic products." Yue Peng said that the foreign trade market has been affected by the international environment, but the domestic sales market has not been opened. "The business model of this furniture city is easy to be copied, and there are more and more furniture cities around the mainland. Lecong Furniture has no advantage in this respect."
An industry source told reporters that similar furniture markets exist in Jiangxi, Chengdu, Jiangsu, Hebei and other places. With the gradual development of other domestic markets, the customer source of Lecong furniture market is being diverted. The impact is on the sales of furniture companies' products. The decrease in sales leads to a continuous decrease in the company's profits.
As for whether to transform and develop e-commerce, Yue Peng shook his head with a smile and said: "The dynamic is tens of thousands, or even hundreds of thousands of commodities, who is willing to buy online." Yue Peng is not very optimistic about furniture e-commerce, thinking that the goods The high cost and the inability to experience the quality of the product are the flaws in the development of furniture e-commerce. But for the e-commerce ride of the times, it seems that major businesses are not willing to miss, "Although we are not optimistic, our products have opened online stores. It should be said that most furniture merchants do online marketing, but they only catch up with the trend, and There is no hope. "
"Many companies are not aware of the huge market space for e-commerce in the future." Relevant person in charge of the Lecong Economic and Technology Promotion Bureau said that many furniture companies in Lecong believe that relying on Lecong ’s existing largest furniture trading market in the world has far-reaching Brand influence, relatively large and stable customer base, does not require the development of e-commerce, the desire for this trendy business model is not high, and most furniture companies open online stores to develop e-commerce is only passively affected by the trend force.
Government: Have the initiative in the e-commerce market before it can occupy the right to speak in the industry
From the beginning of the reform and opening up to now, after nearly 30 years of development, Lecong Furniture City has operated over 2 million square meters of stores, accommodating more than 3,000 dealers at home and abroad, displaying more than 20,000 types of furniture, and entering and leaving Lecong every day. There are more than 20,000 vehicles transporting furniture, and more than 30,000 customers come to visit and shop every day. The sales volume ranks first in the national furniture market. It is the largest furniture market in the country and even the world. It is famous at home and abroad.
Of course, although Lecong furniture seems to be prosperous, the development crisis hidden behind it is obvious to furniture companies. The regular sales channels are now facing pressure from home and abroad, and Lecong furniture industry looks forward to new sales methods to help the industry achieve new take-offs. The emergence of e-commerce has also begun to attract the attention of many furniture companies.
"E-commerce can broaden the sales channels of furniture companies and become one of the ways for enterprises to break through the siege." When talking about how to break through the difficulties that furniture companies are forming, the relevant person in charge of the Lecong Economic and Technological Bureau said that in recent years, with the With the rise of e-commerce, furniture products have found a way for furniture to break through traditional sales channels, with breakthroughs in both cost and publicity.
At present, the furniture e-commerce market has just opened, with huge space and potential. For example, he said that in the "Double Eleven" e-commerce sales battle last year, furniture e-commerce broke out collectively, and the turnover of all-you furniture on the same day exceeded 100 million, Gu's home furniture exceeded 60 million, and Lin's wood industry was more than 58 million. On the same day, the online transactions of US furniture reached more than 23 million.
In addition, the person in charge took Lin's Wood as an example. This furniture e-commerce company has increased its sales from 5 million to more than 300 million in five years from 2007 to 2012, with an average annual growth rate of more than 100%, has become a leader in furniture e-commerce. According to Taobao statistics, in 2012, the range of Taobao home furnishing online shopping is getting wider and wider, and the sales volume of home brand products accounted for nearly 10% of online shopping products in 2011 compared with 2011. "Occupy the initiative in the furniture e-commerce market, in the future will also get the right to speak of the entire industry." The person in charge said to reporters.
â– Analysis of the problem
Question 1: The furniture is bulky, and transportation and after-sales services become a big problem
Although enterprises have their own concerns, the Lecong government is looking forward to the development of e-commerce and is constantly trying. Looking forward to looking forward to the actual operation, there are still many problems. "Furniture is different from other products such as clothes and home appliances. The development of e-commerce has its unique difficulties. It is reasonable for furniture merchants not to dare to launch easily." Guangdong Jiazhipei Network Technology Co., Ltd. is integrating resources to vigorously develop furniture e-commerce. Its executive director Ou Yiming said that the difficulties in the development of furniture e-commerce are mainly caused by the attributes of home appliances and consumer buying habits.
"Furniture products are large products, and there is currently no way for express delivery. Even if there is express delivery, the transportation cost is too high." Ou Yiming introduced that the current distribution of furniture products still depends on logistics, and in the process of distribution , Quality problems caused by collision and other problems are also difficult to guarantee and weigh. "The most important thing is the installation problem. Now that furniture products have more and more patterns, how to solve the problem that consumers can install them correctly and safely after buying online is also a big dilemma." Ou Yiming pointed out that because the furniture requires professionals to install, but the network In sales, this approach is difficult to achieve.
Question 2: The product is not standardized and cannot be experienced for sale
In addition, the problem of non-standardization of furniture products has also triggered competition in the price of furniture e-commerce. "At present, the entire furniture industry can be said that there is no brand, or it is all brands. With the same product style, the price of furniture products ranges from thousands to hundreds of thousands." Ou Yiming said that furniture products are not like ordinary products. Brand positioning, furniture products are generally based on material positioning. "Small differences in materials will bring huge price differences, and this difference is precisely what consumers cannot judge online experience."
Some furniture makers confess that from the current consumption patterns, when people buy furniture, they will also have a demand for building materials, furniture, lighting and other furniture. A single furniture e-commerce business will make consumers spend time, It takes a lot of brain power to buy, and some consumers' enthusiasm for online shopping will also be affected.
â– Exploration and Development
Enterprise: Alliance develops cloud e-commerce, O2O model is popular
Based on the above problems, the development of Lecong furniture is still in the exploration stage. "At present, we are doing furniture cloud e-commerce, that is, integrating resources through alliances to provide consumers with an information flow platform that integrates supply, sales, and logistics." Ou Yiming said that due to the non-standard nature of furniture products , Sales do not fight prices, but services. "Promotions, gift giving, group purchases and other activities seem to be life-saving grasses by merchants, but we all know that only by truly solving the problems of transportation, installation and experience can we really play the role of e-commerce."
"At present, our home is easy to choose more than 100 furniture brands, building materials, lighting, logistics and other supporting products merchants have." Ou Yiming introduced, they are still working closely with various real estate, let furniture e-commerce enter The sales office can implement three-dimensional dynamic display of furniture products and indoor display of model rooms through the system, so that consumers can feel the decoration effect more intuitively.
Consumers can also purchase favorite decoration styles or furniture on the spot, query the cost budget, labor cost budget and other related information. Once the selected products are submitted, one-stop services of purchase, logistics, installation and after-sales will be implemented. At the same time, in order to solve the experience link Ou Yiming also plans to open some physical experience stores near the real estate.
In addition to the development model of cloud e-commerce, the 020 (Online To Offline) model is also a business model commonly used by furniture e-commerce. This model uses offline physical stores to make up for the lack of physical experience links in online online stores, to meet consumers' experience of physical objects. demand. "There must be a difference between the real thing and the picture, and a physical store is essential." An online store owner who has been engaged in furniture e-commerce for many years told reporters that the development of furniture e-commerce must rely on the existence of physical stores, otherwise it will be difficult to break through the virtual network The boundaries with the physical world, especially for furniture e-commerce, physical experience link is essential. "Unless technology has been developed to touch and feel the real objects in the real world in the virtual world." The boss's statement is that the industry generally agrees on the value positioning of furniture e-commerce. The role of e-commerce is mainly to broaden The development channels of enterprises, enterprises have more development paths, and e-commerce cannot replace physical stores. The relationship between the two is more of a complementary promotion role.
Government: borrow guide the development of enterprises, improve the hardware and software facilities <br> <br> e-commerce trends or fads, furniture, electricity supplier also has a huge space for development, the government will support on how to guide enterprises to help them take advantage of e-commerce Upgrade? Relevant person in charge of the Lecong Economic and Technological Bureau said that the department is currently investigating furniture e-commerce on this work, and the specific policies are in the discussion stage.
"First of all, we must make enterprises aware of the future development space of furniture e-commerce and the role they play in the development of the industry." Although the specific policy has not yet been introduced, the person in charge also said that the development of the guidance work should change the consciousness of the enterprise , Traditional enterprises need to transform and develop. However, the transformation of furniture companies is not only a way of e-commerce, but also a differentiated way to guide.
"For example, middle and high-end brands, e-commerce may not be its main development direction, and will allow enterprises to transform through exhibitions and other means." The person in charge said that it will focus on guiding low-end and middle-end enterprises to use e-commerce to expand sales channels and strengthen brands. Recognition, so as to achieve the transformation and upgrading of enterprises.
In addition, the person in charge also said that in the future, the department will continue to improve the software and hardware facilities for the development of furniture e-commerce, including the cultivation of e-commerce talents and the creation of industrial clusters, in order to create a good furniture e-commerce enterprise. Development environment.
â– Voices of all parties
Consumer Ms. Chen: Buying furniture may not happen a few times in a lifetime, and the purchase cost is very high, so it will be handled with caution. If it is not a highly reputable website, it will not be considered for purchase. And the visual impact brought by the physical store can not be given by the online store.
Furniture merchants: At present, only e-commerce is used as a way to expand sales channels. But for the future e-commerce market, it is still full of expectations.
E-commerce enterprises: Transportation, installation, and credibility are the flaws of furniture e-commerce. I believe that in the near future, e-commerce will become the main sales channel, but it is impossible to replace physical stores.
Government: Changing the consciousness of furniture merchants is the primary task of developing e-commerce. It is meaningless not to work hard in the early stage to make preparations, and to be alert when the wind and water of the development of furniture e-commerce rises.
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