According to reports from authoritative organizations, China's e-commerce will continue to grow in the next few years. It is estimated that by 2014, the total scale of China's e-commerce market will reach 176 billion US dollars. In the past 5 years, the average growth rate of e-commerce in China is 90%. the above. At present, 150 million netizens in China's 420 million netizens choose to purchase goods online, accounting for 35% of the total number of netizens. Such a huge number is an absolute "fat" for enterprises, and it is undoubtedly a "fragrance" for the home furnishing industry. Various companies have started their own calculations and have vigorously attacked the e-commerce market.
Four major worries about home business entering e-commerce The current well-known home furnishing companies such as the icon, nature, TATA wooden door have tested water e-commerce. On April 10 this year, TATA Mumen also launched its own e-commerce online store for the first time. Dongpeng ceramic tile and Osman sanitary ware have all opened online shopping malls. Taobao Mall also launched the Aibo Chao Home Experience Hall, and well-known brands such as All-Friends Furniture and Shengxiang Wood Flooring have settled in.
Internet marketing is indeed a trend. With the improvement of website construction, the online marketing of the home industry will become the main marketing channel for the next 3-5 years.
It is said that 2011 is the first year of e-commerce in the home industry. Major home furnishing brands are also eager to try e-commerce, but there are still a few who really get involved. In fact, they have more and deeper concerns.
Worry 1: Logistics, after-sales and installation are very confused
Xu Jia, who bought the whole new house soft-packed products on Taobao, thinks that Taobao is very convenient. "In Taobao, you can't buy cheap furniture. You must look at the brand. You must negotiate with the seller when you purchase it. , the cost of returning goods, etc."
Consumer cd: Online shopping is sometimes not necessarily a problem with furniture itself. After all, many friends will go online to buy after the store is optimistic, saving money. But the main risk of online shopping is transportation. After all, this loss seller will not lose, and there is no after-sales protection. If it is broken, it will be troublesome to fix it. Moreover, self-assembly is not an easy task.
Ma Junwu, Marketing Manager of Dongpeng Ceramics Group, said that the biggest bottleneck of e-commerce at present is logistics and after-sales. “Now logistics is not 'powerful', and Taobao is managed by the headquarters. It is more difficult to give consumers the most direct after-sales service. service."
Lan Weibing, director of Foshan Office of China Ceramic Industry Association, also said that ceramics and sanitary products are not a single product like books and electrical appliances. "In fact, it also includes after-sales service such as installation and laying. If this link is not solved, it will be sold on the market. Will have a bad influence on the brand."
Worry 2: I can't see how I can buy it.
Consumer nvwang: When shopping for valuables such as furniture, it is really worrying because you can't see the real thing. Of course, you can directly ask if the seller is genuine or high imitation. Generally honest sellers will tell the truth. If the seller is dishonest, it will be more troublesome. On the whole, it will be more reassuring to look at the real products and buy them again.
Worry 3: Buying is easy to return
Consumer Peak Wing Oda: I usually buy small products on the Internet. If I am not satisfied, I can return them. Even if I need to pay the shipping fee, I can send them back quickly. But for the furniture, even if the seller promises to return, how can I ship it back? Even if it can be shipped, the freight is not cheap, once the seller asks me to bear the freight, I will choose to give up in all likelihood.
Worry 4: How to make e-commerce and channels coexist
Most of the home furnishing enterprises adopt the mechanism of layer-by-layer agency. Under the influence of these mechanisms, the price has already been deviated and cannot be unified. This is naturally fatal to e-commerce. In addition, the dealers under the agency system are not daring to launch e-commerce, because it involves the interests of dealers across the country. China's e-commerce entry threshold is very low, but furniture companies to e-commerce can not be traded rashly, it relies on the support of a large dealer system within the furniture enterprise. Therefore, Chinese furniture companies must be involved in e-commerce, and must solve the channel problem. After all, the traditional channels still occupy the mainstream status.
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