New Marketing Strategy of Furniture Industry under E-commerce Environment

The survey shows that almost 80% of consumers are used to buying any desired product, and they always like to search online to compare the functions, differences and prices of the products, and then decide on the final choice. It is undeniable that the Internet has penetrated into all aspects of our lives, rewritten some of the rules of economic and social operation, which has made information more open, market transparency is higher, and market competition is fiercer. In order to obtain profits, companies have to re-examine their original market positioning, marketing strategies and channel construction. After experiencing the baptism of the financial crisis, the furniture industry also adjusted its marketing strategy in a timely manner to seize the business opportunity of the Internet. Both furniture stores and traditional furniture manufacturers have begun to establish an online sales platform, using the network to promote, expand and sell themselves The product. Internet marketing greatly reduces operating costs. One of the biggest advantages of online transactions is that prices are much lower than shopping malls, because shopping malls have rental costs, especially in large cities. The rental cost is very high. In addition to the rent of the venue, the cost of sales staff and some shopping malls Advertising also has many costs. If the furniture industry implements online sales, this type of expenditure can be relatively reduced, and more funds can be invested in online marketing. After the dedicated people continue to do online brand promotion and promotion, the number of online clicks continues to increase. The emergence of marketing has injected a fresh blood into the traditional marketing model, especially for SME marketers to open up a new marketing idea, a model of how to occupy the market, promote brands, market products, and make profits. The rise of online marketing allows more small and medium-sized enterprises to face the squeeze of large enterprises without being overwhelmed while saving money, marketing themselves in a novel way, avoiding the shortcomings of insufficient funds and weak brands. Make the company continue to grow marketing success.

In terms of channels alone, the ever-changing market environment and the continuous refinement of the market have made the original channels unable to adapt to changes in the market and manufacturers' requirements for market share and market coverage. At the same time, the behavioral characteristics of consumers have also changed, and their purchasing motives have become more rational. Convenience, speed, and cost-effectiveness have become the basis for judging their purchases. Time is changing, and in the face of new market conditions, manufacturers and businessmen in the furniture industry should calmly analyze the status quo, thoroughly investigate the changes in the target market, capture opportunities, correctly understand the advantages and disadvantages of their own channels, and combine their own characteristics with existing channels. Make structural adjustments, try and explore new channels.

Current status of China's furniture industry online marketing

But in China, hypermarket channels are mainstream, independent stores are featured, and online sales are also available. At present, the average percentage of e-commerce transactions in developed countries such as Europe and the United States accounted for 56% of the total trade turnover. Online shopping has become a very common consumption method. From the current perspective of China, e-commerce is used in the sales of the furniture industry, but it accounts for less than 1%. By using the Internet, the number of intermediaries can be reduced in the sales chain, thereby giving consumers a huge price discount. The general online sales price is 10-30% lower than the traditional sales price. The domestic online furniture e-commerce websites are divided into three categories: the first category is the website established by relying on the physical store furniture store; the second category is the establishment of a furniture online store with its own manufacturers and certain well-known brands. Brand promotion, on the other hand, is to add a sales channel; the third category is to have neither a physical store nor its own brand, independently establish a website platform, and establish mutual cooperation and cooperation with some furniture brands to sell online.

At present, the number of domestic SMEs exceeds 40 million, but China's enterprise domain names are only about 700,000. What's more, a considerable part of domain names are deprecated. Even in the domain names that are normally used, a large part of corporate websites are ill-conditioned websites and dead sites, and have not exerted their marketing value. Many companies invest money to build a website just to pursue the form, do not understand the evaluation and maintenance, and do not reasonably use the corporate website to create value. According to statistics, at present 72% of the average daily traffic of corporate websites (daily visitors) is below 50, 93% of the average daily traffic of corporate websites is below 200, and only 0.3% of the average daily traffic of corporate websites is above 1000. More than ninety percent of corporate websites have not become a powerful tool for corporate online marketing, on the contrary, they have become a kind of decoration. Many links on the website cannot be opened, the news content is an old news a few years ago, and the product information is lagging behind-the enterprise website that should be used as a publicity window and marketing channel, but there are many false names. The survey of China E-commerce Marketing Network shows: Up to 74.3% of corporate websites cannot effectively attract customers, and the websites have become furnishings and vases. Some companies regard the website as a display area of ​​corporate culture, and blindly pursue the beauty of the website. The website uses a lot of pictures and flash, but the effective product information is very little, and even the company's contact information cannot be found. The positioning makes the website unable to exert the value of online marketing. The traditional distribution channel is usually the following model: manufacturer-distributor-subordinate distributor-user. However, in recent years, due to the emergence of many new marketing models, especially the brilliant achievements of Dell ’s direct sales model, it has posed a serious challenge to traditional channels. The channels have been flattened, and the distance between users and users has been reduced as much as possible. The attention of more and more enterprises. In China, where the economic foundation is weak, financial services are simple, and people ’s ideology is relatively conservative, it is unrealistic for domestic companies to use direct sales. However, flattening distribution channels, shortening supply chains, reducing costs, and obtaining already lucrative profits should be the common pursuit of enterprises in the future. At present, many factors in the market make the traditional channels of furniture enterprises face various severe challenges.

According to the survey, the online shopping products that are generally accepted by consumers are clothing, digital products and cosmetics. When consumers are asked whether they will buy furniture online, only a few people choose to do so, most of them I worry that the quality and after-sales of buying furniture online cannot be guaranteed, and the material and size of some products are not easy to ponder, so I maintain a neutral attitude. At present, most consumers' habit of buying furniture is to go to the mall to see the real thing, touch its texture and feel, and because of some technical problems on the Internet, such as pictures, it is impossible to truly predict the color difference of this furniture And material. Through this combination of online and offline, it will deepen consumers' understanding of product entities and decide whether to purchase.

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