The General Office of the State Council recently issued a number of opinions on promoting the expansion of domestic consumption of information consumption. The opinion proposes to cultivate information consumption needs by expanding the emerging information service formats, enriching information consumption content, and broadening the space for e-commerce development. Among them, the full affirmation of e-commerce and the policy tendency to strongly support the development of e-commerce all indicate that e-commerce will be further developed. The discussion of e-commerce in the cabinet industry is still the case, and cabinet companies should seize the opportunity to strive for a new level of development.
According to the Ministry of Commerce's "China E-Commerce Development Report (2012)", e-commerce in mainland China continued to grow rapidly and sustained momentum last year. The transaction volume exceeded 8 trillion yuan, of which online shopping was widespread, and online retail sales exceeded 1.3 trillion yuan. It increased by 67.5% year-on-year. The annual scale of the e-commerce service industry exceeds 200 billion yuan.
According to statistics from the Ali Research Center, the size of China's e-commerce economy is expected to reach 47.8 trillion yuan in 2020, close to the total annual GDP of China's 52 trillion yuan in 2012.
According to the China E-Commerce Research Center, by 2015, the scale of e-commerce for home building materials in China will reach 205 billion, the scale of online shopping will increase by 249%, and the online shopping rate will reach 17.5%.
All kinds of data show that e-commerce contains tremendous vitality. As its growth momentum continues unabated, the cabinet industry, as an integral part of the home building materials industry, wants to maximize the benefits of investment in e-commerce. Under the premise of grasping the characteristics of the industry, we should make a well-thought-out strategic deployment, especially paying attention to avoiding the following problems, so as not to "fall the rocks" on the road of e-commerce development.
First, cabinet products can't be sold anywhere. If the products on the Internet are sold everywhere, the traditional distribution system will be disrupted, affecting the interests of local distributors, and will inevitably lead to "rebellion."
Second, we must ensure that the products we sell have local people to do pre-sales measurement and installation services.
Third, there are currently few systems in which the cabinet products are clearly marked in the online store. The price is not clear, the consumer will be difficult to place an order, and there is no way to pay the bill to complete the transaction.
Fourth, cabinet consumers pay attention to the physical experience, do not see the real thing, the possibility of purchasing products is very small.
Fifth, the cost of transportation in different places is too high. In case the consumer is not satisfied with the return, no one will be willing to bear the freight back and forth. For consumers and cabinet companies, the risks are too great.
In fact, cabinet companies must establish a kind of thinking, a direct purpose of doing e-commerce, is to make up for the lack of offline display propaganda, do propaganda online, and then find ways to lead consumers to offline stores. Cabinet companies should match online and offline promotional displays as much as possible, effectively transforming customer click-through rates into transaction rates and achieving ultimate marketing goals.
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