Furniture will not stick to e-commerce or lose miserably in the next five years?

    The furniture bosses may or may not surf the Internet, or may not surf the Internet at the meeting, and the electronic malls are there. "If we do not enter the furniture industry e-commerce sector, the next five years may lose badly." This is March 16, "Sina home" hold "the furniture industry of network marketing" at GD Modern International Exhibition Center At the forum, the heads of Guangdong furniture industry vigorously discussed.  

    Furniture companies are enthusiastic about entering the online shopping market, and furniture e-commerce platforms in the vertical field are also advancing. At present, Sina Home has extended its information and forum services, and opened up the "Sina Home Store". Fence.com is also transitioning to B2C , while Taobao Store has withdrawn from the home improvement store. " 2011 will be the first year of the development of e-commerce, and the ecologically benign development pattern of the home e-commerce industry will be formed. The development of home e-commerce represented by the e-commerce that reflects the service capabilities of life services can be said to be the right time." Analysys International Research believes that this year's furniture network sales will exceed 10 billion.  

    Furniture may grow into "primary industry"  

    According to relevant data, the overall annual output value of China's furniture industry exceeds 700 billion yuan, and its production capacity has accounted for 25% of the world . It has become a veritable first furniture manufacturing country. In 1978 , which had just been reformed and opened up , China's furniture had a market of 1.3 billion yuan, and now the total has reached more than 700 billion yuan. According to the average growth rate of 22.2% in the past three decades , by 2015 , this industry will reach a total output value of 2.43 trillion yuan. This means that the furniture industry is expected to surpass the real estate industry and become China's "primary industry" by 2015 .  

    However, under the cover of the fiery market, "The more traditional furniture malls are opened, the more furniture companies will open more outlets. The current situation is that sales per unit area and efficiency are declining. The constant increase in rents has caused our furniture manufacturers and our dealers to reduce their efficiency in traditional marketing channels. "Wang Ke, president of the Guangdong Furniture Industry Association, told reporters in Nandu.  

    In contrast to foreign markets, the US International Trade Commission ruled at the end of last year that it would continue to maintain the existing anti-dumping tax orders on Chinese wooden bedroom furniture exported to the United States, with tax rates ranging from 43.23% to 216.01% , and the implementation period of the tax orders is still 5 years.  

    In addition, "China's Internet users have exceeded 420 million yuan. How to meet the online consumption needs of emerging Internet users ( that is, post- 80s ) has become a major issue that must be solved by the Chinese furniture industry." Zhang Yongzhi, National Deputy Editor-in-Chief of Sina Furniture In this context, Sina Furniture recently held a forum in Dongguan on the theme "Where should furniture companies come in the online shopping era", inviting furniture company owners, experts and scholars from all over the country to "sit and talk", hoping to collide through thinking Give Chinese furniture practitioners some inspiration.  

    Furniture is not subject to e-commerce, and may lose miserably in the next five years  

    At the forum, furniture company bosses basically reached a consensus, "If the furniture industry does not enter the e-commerce sector now, it may lose miserably in the next five years."  

    In addition to macroeconomic changes, the basis for this judgment is the role model of successful companies. Last July and August, "people bargain Troupe" event just 40 days, Qu Mei Furniture and Taobao Mall co-organized, attracting more than 10,000 customers to participate, creating 1.3 million units sold and nearly 100 million yuan in sales. On the same day that the anti-dumping tax was announced in the United States, Kumanju, a local company specializing in the children's furniture market in Guangzhou, also innovated to achieve "a skyrocket" by virtue of the model of "selling Disney children's furniture on the Internet" and won international venture capital. 60 million investment. "This year, Kumanju will start the second round of financing of 250 million yuan." In the view of Yangtao, chairman of Kumanju, e-commerce has begun to rewrite the value chain of the furniture industry. "Lin's Wood Industry" on Taobao Mall has received a huge amount of venture capital and is ready to impact the GEM. Imagine who has heard of this company? But, sorry, basically the Chinese capital market regards this company as Has become the leader of China's Internet furniture industry. "  

    However, although the cake is delicious, not everyone can take a bite. The furniture industry is facing changes in online distribution channels. How can furniture companies play the game of "Internet marketing"?  

    Round Table Forum  

    How to unify online and offline prices when selling furniture?  

Secretary General of Guangdong Furniture Association Jiang Dehui  

    Why online shopping is currently difficult to form a good development in our furniture industry, is just two points we just talked about, one is that our products have non-standard characteristics, in fact, the degree of branding is not deep. The second is that in our furniture industry, whether it is Guangdong or other parts of the country, the current mainstream model is still the agency system, how to combine the traditional agency system and the emerging network marketing methods, each of us should rationalize when considering online shopping.  

    National Deputy Editor-in-Chief of Sina Home Zhang Yongzhi  

    The furniture industry has three systems, three levels of interest chains, the first level is factories, the second level is dealers, and the third level is stores. The factories in the furniture industry are heavy in production and light in sales, so they often adopt a dealer system. There are provincial-level general generation, municipal-level second-level, and county-level third-level. Each additional level will cause our price. Double or increase a lot, so as to ensure the benefits of each level of dealers. However, this also resulted in the terminal selling price of furniture products being much higher than the ex-factory price.  

    Why are many furniture business owners confused about e-commerce? Because e-commerce requires the unification of prices across the country, and precisely what the furniture industry cannot do is the unification of prices across the country, because the dealer system determines that your prices cannot be unified.  

Wan Hengtong Furniture Marketing Director Chen Yuwei  

    The ground source conflict has a great impact. One point of online sales can cover the whole country, but a city's dealership stores can only cover one city. At present, we have opened a lot of illegal outlets on the Internet, which has greatly troubled our physical stores.  

Cool Man Residence CEO Yang Tao  

The most powerful thing on the Internet is the price system. If a company says on Sina that the furniture industry is extremely profitable, I will tell you that these price structure breakdowns, the industry's price system will collapse once this atomic bomb is cast.  

    At this time, if we still think about simple models of manufacturers and control agents, we will become more and more biased. Can we have new business models? The structure between the agent and the store, and the manufacturer, through a new interest bond into a blood relationship?  

    The products of furniture companies are not yet finalized,  

    Can we cut into the field of e-commerce?  

Chairman of Renhao Furniture You Guozhong  

    High-end, expensive and luxurious are not suitable for online marketing, and popular, affordable products are more suitable for e-commerce.  

Director of Brand Fu Kai  

    I think the key to doing e-commerce is no distinction between high-end and low-end. The key is that customers are optimistic about this product and need this product. If the customer feels that the product is not suitable and has to return it, this cost is a problem for manufacturers to think about. That is to say, e-commerce is not a high-end product, but our manufacturers have to consider whether the products I have sent can make customers feel satisfied and will not incur a second cost before delivery.  

Secretary General of Beijing Market Association Furniture Branch Liu Chen  

    The attribute of the product cannot be avoided. Once the expensive product becomes chicken ribs, it is very painful for consumers. This is not like a dress. I do n’t like it. I do n’t want it. Without the feeling of chicken ribs, why can Yang Tao do it? Because the consumption cycle of children's furniture is shorter than that of adult furniture, and children's furniture is relatively standardized. The simplest example, we can all say that we are not satisfied with the return of goods, and the clothes are good to return. The furniture and sofa are moved up. The color space feels different from what I thought. "Sorry, move on." How much is the freight and fuel cost, it is really not a simple thing.  

    How can the service system keep up?  

General Manager of Yaobang Furniture Cold moon  

Several negative messages of e-commerce will even affect the sales of traditional channels.  

    Therefore, I think e-commerce needs to be done, but it must be done by professional people. Like our Yaobang, there are more than 2,000 people in the factory, none of them are from e-commerce, how to do it? We are only a supplier of e-commerce transaction products, and then a brand specializing in e-commerce companies, you can sell it to me, I will give you the most favorable price, you are upset.  

Head of Gusha Furniture Yang Guojun  

    First of all, high-end brands can do online shopping, but we need to have a physical store, and the network and physical should be combined. You can trade through the Internet. After the transaction, you can go to a physical store to experience this product, and then make a good transaction. This avoids a series of problems that some customers can't see the entity after ordering, return goods and so on. Manufacturers can directly engage in after-sales service to deliver and return goods.  

Wan Hengtong Marketing Director Chen Yuwei  

We built a Wanhengtong furniture online store before, but later found out that we are too naive. Building a mall is simple and very difficult to promote.  

    Then what are we talking about with the dealers, the distribution of benefits, how much do I get, how much do the dealers get, we did it according to this structure, you really need tens of thousands of funds to promote an online store To promote, we did not promote at that time.  

Marketing Director of Minhua Holdings Gioria  

    I hope that ordinary companies do not try to build e-commerce websites by themselves. At first, they suggested that enterprises should cooperate with Taobao and use Taobao as a platform. If you need a third-party company to help you operate, you can learn from your own staff, and you ca n’t do it for others.

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