In the fiery "Double Eleven", Ms. Wang, who lives in Shuangnan, is not idle. She is preparing for the renovation of the new house. She is ready for this opportunity to purchase a large number of household items in Tmall and everyone's e-commerce platform. . Just after the double eleven, the home products she has set up have all arrived. Looking at the household items that were piled up in the hills online shopping, Ms. Wang called "can be drawn."
Today, in the large-scale impact of e-commerce on traditional industry channels, the home industry that once claimed to be "the most unreconstructed by the Internet" has also felt the pressure of Internet e-commerce this year. Many young owners said that they prefer online shopping when choosing small home building materials. The industry believes that this year's "Double Eleven" home improvement e-commerce may set a clear line for the future of the home improvement industry. E-commerce has raised the home industry to follow suit.
According to the data, the “Twelfth Five-Year Development Plan for E-Commerce†issued by the Ministry of Industry and Information Technology proposes that by 2015, the amount of e-commerce transactions will exceed 18 trillion yuan, and the number of small and medium-sized enterprises that regularly use e-commerce will reach the total number of small and medium-sized enterprises. More than 60%. From this data, the home e-commerce company will be transformed by the Internet like other industries.
It is understood that in other industries, the strong rise of e-commerce has largely diverted the traffic of traditional channels. Brand dealers such as 3C, clothing, and FMCG, which have been hit hard, said that in the current market environment, the sales brought by online sales have far exceeded the physical stores, and e-commerce has won more by its price advantage. Many customers have already eroded the interests of home stores and are facing online channels to seize market share.
In order to minimize the impact of e-commerce on the industry, many businesses in the home industry draw on online operational ideas, attract consumers through offline activities with large discounts and experiential promotions, and hope to use low-cost methods to counter e-commerce. . The reporter found in the eleventh visit that Fusenmei, Hongxing Meikailong, Taipingyuan, Bayi and other home stores all borrowed the "Double Eleven" to start the promotion and received very good results.
Furniture companies are less affected by consumers, still relying on physical stores
At the same time, some insiders said that in the face of rising rental costs and homogenized products, the home industry will feel the impact of e-commerce, which will usher in a new round of shuffling revolution. In the competition for survival of the fittest, In 2015, there will be a wave of withdrawals from traditional home stores with huge losses. Stores and businesses need to change their thinking and increase the added value of products and services.
The industry is so, furniture companies are not worried. For furniture companies, under the impact of e-commerce, furniture e-commerce has become the trend of the times. In order to develop channels, many furniture brands have tried the water and electricity business platform. Although there are few gains, consumers still prefer to buy physical furniture.
Mr. Zhang, who is buying furniture in Bayi Furniture City, said: “Even if it is the same style, different brands and different textures will have big differences. Without actual experience, it is difficult to judge whether it meets your own requirements, and this Logistics and after-sales service for large items are big problems, or choose to buy more in a physical store."
Men Fengmin of the home of Europe and the United States said: Furniture companies are special, the line is only a supplement to the offline, and can not rely entirely on the line. There are many influencing factors in the development of e-commerce platform for furniture enterprises. First, large-scale furniture products are prone to various problems in logistics and installation. Moreover, furniture online shopping after-sales service has not yet formed a perfect system in the industry; second, furniture The user experience of the product is very high, the online shopping lacks the on-site experience, it is difficult to measure the product quality and style, and the expensive logistics costs are required, and most consumers still take a wait-and-see attitude.
Online shoppers are more cautious when they have risk options
Price concessions, diverse styles, saving time and effort, has become the reason for consumers to choose online shopping home improvement products. But unlike other online shopping, online shopping homes have their own unique limitations. As far as home improvement building materials are concerned, from the selection of business, design, construction, after-sales and other processes, each link is completed by means of physical companies and labor. "On the Internet is at most a publicity platform." A general manager of a decoration company said frankly.
According to the survey, when consumers choose home decoration, if they can only see the goods through the online pictures, and can not see it, it will lead to huge contradiction between consumers and decoration companies. “The decoration is personalized, and it can't be completed by e-commerce from the beginning of design. Moreover, since most online shopping homes do not have after-sales service guarantee, there is no way to provide a series of services for installation and maintenance.
Some fragile lamps, ceramic tiles, ceramic sanitary ware and other home improvement products are very cumbersome due to damage during transportation. Secondly, the high cost of home improvement freight costs hundreds of yuan, some home improvement products will be too large, can only be delivered to the logistics point of the consumer's location through logistics, picking up the installation will become another problem. This series of problems has caused e-commerce to be unable to get involved in the traditional decoration industry. Zheng Ting, who decorated the Shangjuju, saw the ills of e-commerce involved in the decoration industry.
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