E-commerce is booming in the industry, and various e-commerce sites have sprung up. Furniture e-commerce websites have a greater advantage than other websites. What other websites can do, furniture e-commerce websites can also do and can do better. Furniture industry e-commerce should optimize the goods and services for the network, and have the ability to compete with the real merchants. Continuously learn, analyze, summarize and innovate according to the rapid and complex changes of the environment.
Furniture industry market analysis and survey
1.1 Analysis of the e-commerce market of the furniture industry
The e-commerce model is gradually gaining popularity in the furniture industry at the same time as fast-moving consumer goods, home appliances and other industries are rapidly gaining popularity. Furniture manufacturers, retail industry, and well-known online shopping malls have seized this market. The furniture industry's awareness of the Internet has greatly increased, and more and more furniture companies have begun to use the Internet for brand promotion and online marketing.
According to industry reports, from January to July 2009, China's furniture enterprises above designated size achieved a total industrial output value of 179.91 billion yuan, an increase of 8.4% compared with the same period last year (year-on-year), and the production and sales rate was 98%. Among them, the output value in July was 27.379 billion yuan, an increase of 13.1% year-on-year, and the production-sales ratio was 98.1%. Total sales were 176.261 billion yuan, an increase of 8.7% year-on-year; July sales were 26.895 billion yuan, an increase of 12.8% year-on-year. From January to July, the export value of China's furniture enterprises above designated size was 55.199 billion yuan, a year-on-year decrease of 11.2%, and the export value accounted for 31.3% of total sales. The export volume in July was 7.84 billion yuan, a year-on-year decrease of 4.4%, accounting for 29.2% of total sales in July.
In the third quarter of 2009, most industries were picking up, and furniture companies made new strategic deployments in response to the situation. Office furniture and living room furniture are still the two pillars in the furniture industry. At the same time, leisure furniture and outdoor furniture are rising at a faster rate. It can be seen from this that people still attach great importance to the quality of life in a situation where the economy is not ideal. The trend of furniture was relatively optimistic in the third quarter, and the rate of rise was slow, but it was still a good form. The market was improving and the industry was developing. As long as the company can stick to its own brand line and further improve product quality and service, after passing this level, it will certainly be able to grab a larger market space.
1.2 Development Trend of Furniture E-commerce
With the enrichment and continuous improvement of e-commerce service platforms, the transformation of traditional trades such as furniture to online transactions is accelerating. The "2009 China Internet Business Research Report" provided by the Organizing Committee of China Internet Business Conference shows that individuals who continue to use e-commerce for business activities have grown from 4 million in 2004 to 48.5 million at the end of 2009. According to IDC's forecast, China's online shopping transactions accounted for a continuous increase in the proportion of retail sales of consumer goods nationwide, and will reach 4.06% in 2012.
At present, there are manufacturers' specialty stores, large supermarkets, comprehensive furniture stores, furniture main stores, chain stores, community convenience stores, retail outlets, electronic network stores, furniture online malls, warehousing telephone direct sales, television direct sales, etc. Decently speaking, furniture management has completely covered all of China's trade formats. For the common people, this has also formed a grand furniture supply network composed of multiple formats. Once the new goods, from the production line high to low, no more than a week, you can quickly enter the various circulation links of our country, into the common people's perspective. The furniture enveloped area can now be used to mean "wide" and "full". Therefore, the competition of furniture also shifts from the competition of basic management factors such as variety, value, service and promotion to the management model. Feasibility analysis of implementing e-commerce in furniture industry
Behind the gradual heating up of e-commerce in the Chinese furniture industry is Internet technology. The overall development of e-commerce and the current furniture industry are facing the results of many difficulties. The furniture industry's awareness of the Internet is increasing dramatically, and more and more furniture companies are using the Internet for brand promotion and online marketing. Online brand advertising is also increasingly accepted by companies, while furniture companies' investment in online online malls and b2b continues to increase. In the current more difficult operating environment, furniture companies need to innovate marketing thinking and enhance the competitiveness of the industry. With the advantage of online marketing, platforms have become an inevitable choice for enterprises.
2.1 The rapid development of the Internet and the maturity of e-commerce
China Internet Network Information Center (cnnic) "The 24th Statistical Report on Internet Development in China" shows that as of the end of 2009, the number of Chinese Internet users reached 384 million, an increase of 28.9% from 2008, and the proportion of the total population increased from 22.6% By 28.9%, the Internet penetration rate is steadily increasing. The number of national cn domain names reaches 13.572 million, and the three indicators continue to rank first in the world. Its huge and growing number of Internet users provides a broad space for the development of China's e-commerce.
2.2 Industry crisis touches enterprise innovation
The global financial tsunami has had a big impact on China. Many companies faced more difficulties, closed down, and layoffs occurred from time to time. Among them, the hardest hit were labor-intensive industries including furniture, and SMEs were the first to bear the brunt. Due to the low concentration of furniture companies, they lack competitiveness in terms of economic strength, technological capabilities, and brands. Only innovation and change can win the future.
E-commerce is the backbone of the economy against the "cold winter". Enterprises use e-commerce to open up markets through the Internet, not limited by time and space, can save a lot of costs, and can win more orders. Therefore, it has gradually become the choice of many furniture companies. Its biggest advantage is that it can increase sales and reduce operating costs and improve operating efficiency, thereby bringing profits to the enterprise. E-commerce provides a platform for small and medium-sized enterprises, so that they also have the opportunity to conduct online trade, enterprises can easily publish products and browse supply information through the platform.
More and more manufacturing companies have opened online malls outside of traditional sales channels. For example, domestic IT companies such as Haier and Lenovo, as well as apparel companies such as Youngor, have opened online malls. Although the e-commerce of furniture companies is still in its infancy, there will be many difficulties and challenges, and sacrifices, but it is definitely worth looking forward to.
2.3 Channel game spawns the third path
At present, the Chinese furniture industry is based on dealers as the main channel mode, with stores as the circulation platform. In recent years, stimulated by the rapid development of the real estate market, the number of new furniture hypermarkets in the country has continued to increase. At the same time, more and more foreign investors have begun to pay attention and enter the domestic furniture circulation field. In the furniture industry chain, the store has gradually replaced the manufacturing brand, mastering the right to speak, and let the furniture industry chain change from the manufacturer-led to the game between the manufacturer, the dealer and the store distributor.
It is precisely because of the various drawbacks of the traditional furniture distribution model that many powerful furniture manufacturers and distributors have begun to get rid of the traditional furniture stores and sell their products themselves. They stand out in the fierce market competition and rise rapidly. How to innovate the marketing model of furniture manufacturing enterprises has become the key to regain the dominance of the industrial chain. Under the catalysis of the Internet economic wave, the third channel model of the e-commerce furniture industry is emerging.
3. Factors hindering the development of e-commerce in furniture companies
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, that is to say, more than half of people's shopping behaviors are conducted online, and online shopping has become a very common consumption method And have a relatively big impact on the local traditional department stores.
The introduction of e-commerce in the furniture sector is an international trend. Statistics show that the proportion of online sales of American furniture is increasing, and online sales have accounted for 58% of non-store sales. With the popularity of e-commerce in various industries, in the field of home e-commerce, online transactions have gradually become the mainstream of development. It is foreseeable that in 2010, more and more furniture companies will get involved in e-commerce and carry out online sales. However, e-commerce for furniture companies is not smooth, and there are two major obstacles that must be resolved in front of the company.
3.1 The difference between the network price and the price system of local dealers
Most furniture companies use distributors and agents to join the system. The sales prices of physical stores around the country may vary to varying degrees. Companies need to provide lower prices on the Internet to attract consumers, but also to avoid impacting the local distribution price system. Of course, if an enterprise adopts a channel system based on self-operated stores, conflicts in this regard will be greatly reduced.
3.2 Differences in consumer experience and after-sales service requirements The particularity of furniture products and consumer consumption habits determine the "experiential" sales method. Consumers have become accustomed to understanding commodities through observation and perceptual contact with physical objects. The characteristics of network virtualization will, to a certain extent, inhibit consumers' desire to purchase. Therefore, online shopping malls often need to be integrated with physical stores of self-operated or dealers everywhere.
In order to enhance the customer experience and realize the seamless connection between the physical store and the network, the 15,000 square meter e-shop experience center launched simultaneously by Hundred Years Home Furnishing has a fashionable shopping environment full of technology, online transactions, offline experience, and integrated e-commerce With the advantages of traditional home stores, it brings a new shopping impact to consumers. Simmons Online Mall has also integrated its own store system in dozens of cities across the country.
How to overcome obstacles to develop e-commerce in the furniture industry
If the furniture industry wants to take the path of e-commerce, it needs to encounter many difficulties. Because the products that are sold online are mostly small items, but the furniture needed for home decoration is mostly large pieces of furniture. Although furniture entrepreneurs think of e-commerce, consumers can see their products online and make choices. However, due to the large volume and heavy weight of the furniture, if it is very troublesome to send it off-site, it is necessary to have a special furniture industry logistics company to deliver the furniture.
In addition to the trouble of mailing, most consumers are worried about the inconsistency between the product and what they see, so that they are wasting their money in vain. Because consumers only see photos when they look at furniture on the Internet, and photos are somewhat different from physical items. Deformation, even if you are buying clothes, many consumers reflect that the goods they buy are different from what they see on the Internet, so to make the furniture industry's e-commerce road go further, furniture companies need to find a batch Senior network talents find new models on the production of websites and webpages, so that products can truly appear in front of consumers, so that consumers do not have to worry about the problem that the goods they see are different from the real ones.
Because furniture costs more money, consumers are more concerned about having a good after-sales service system when buying furniture. Many consumers give up buying furniture online because they do not have good after-sales service. Therefore, furniture entrepreneurs still In terms of after-sales service, a series of policies should be worked out so that consumers can be convinced. The online development of the furniture industry will open up a new path for the furniture industry, which not only meets the development of furniture companies, but also better meets the needs of consumers.
Public relations is also one of the means for enterprises to promote effectively. It includes the relationship between the enterprise and the same industry, the relationship between the enterprise and the customer, the relationship between the enterprise and the media, the relationship between the enterprise and the government or organization, and the relationship between the enterprise and the society. To maintain a good relationship with the same industry, you can make friendly links with their website to attract more customers; to improve the relationship with customers, you can use them as a communication medium and use their word of mouth to promote this company's website ; The harmonious relationship with the media can enable the enterprise to avoid many unnecessary troubles when carrying out publicity or promotion; the government or organization has mandatory or certain influence, and the relationship with them can be handled well, which can make the enterprise smoothly carry out the website The promotion of business; as a company responsible for society, it must be considered, and the use of social power in website promotion can make promotion easier.
At present, although there are still many problems in the development of e-commerce, it has become one of the ways for enterprises to adjust their industrial structure and get out of the predicament. Some small and medium-sized enterprises with strength in the traditional field should change the business model through the development of e-commerce, save various operating costs, develop new marketing ideas, and free the enterprise from difficulties and usher in new and greater development.
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