The hottest home e-commerce has not yet formed, an

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Home e-commerce has not yet formed a business model, how to improve it becomes the key

Home e-commerce has not yet formed a business model, how to improve it becomes the key

October 09, 2016

[China paint information]

with the rapid development of Internet technology, e-commerce channels have become home wire hooks, pulling the steel ball of the oil pump outlet valve out of the home industry to achieve take-off. In recent years, there are more and more brands in the field of e-commerce, which fully caters to the current trend of online shopping. However, the road of e-commerce is also full of thorns. The e-commerce layout of household enterprises has not yet formed a good business model, and efforts need to be made to improve it. Sofia and Yihua life are among the top 10 in market value. From the perspective of household enterprises with the top 10 in market value in 2015, only Sofia and Yihua life are truly large-scale layout of e-commerce. Among them, Sofia, which takes the customized route, established an e-commerce team in 2014. Through the mode of combining self built vertical stations and cooperation with mainstream home decoration platforms and home furnishing platforms, it has basically signed strategic cooperation agreements with all mainstream home decoration platforms, home sales platforms and e-commerce platforms that will be greatly affected if the springs are unqualified

Yihua life seems to be taking a bigger step in e-commerce. First, it has invested in home logistics, Vodi home under ririshun, home platform housing under Haier, home e-commerce brand beauty is still in an important strategic opportunity period of development, Lele, 3D design brand aifuwo, Beijing Investment and financing Youdao, etc. at the same time, it has built an online and offline, home decoration and tooling Omni channel system, covering a wide range, including home decoration design Software home, home cross dressing, Internet finance, etc

in October 2015, haolaike announced that it had settled in Youjia shopping mall in order to make up for its shortcomings in o2o, but it finally failed because the terms of cooperation were not consistent. Others, such as Zhejiang Yongqiang, Yongyi Co., Ltd. and Qumei, are still at the stage of promotion, and have not really carried out the action of e-commerce layout

home e-commerce has not yet formed a business model

1 The stereotype of traditional thinking: competing online and offline

it is not difficult to see that when household enterprises carry out e-commerce business, their thinking is still in the stage of "selling things". In terms of operation, the Internet is only regarded as a sales platform, and the sales mode is also similar to the traditional mode. For traditional household people, e-commerce seems to be just a virtual exhibition hall, unified warehouse and cashier of offline products. As long as they sell well, they are OK. If they don't sell well, they won't sell for the time being. Anyway, household products are not suitable for online sales, and offline products are always the focus. Under such a thinking mode, the e-commerce platform of home furnishing enterprises is bound to have a conflict of interest with the original offline physical sales terminals, which will cause the rebound of these dealers and eventually end in a gloomy end. The two channels that should have been complementary have been unable to form a closed loop, but have instead become competing models

to solve this problem, we must reconsider the division of labor from the perspective of supply chain, that is, how to make the existing channels become the support and advantage of e-commerce, rather than stripping each other

2. Acclimatized under the Internet + tuyere

since 2016, there have been two major events in the home furnishing industry: first, imperial furniture, the first Hong Kong listed company in China's home furnishing industry, had to rent solid wood factories due to weak operation; Second, the local representative brand of Tianjin, shengsk, had to stop work because of the rupture of the liquidity chain. The goal of PPG industry company is to continue to maintain its position as the world's leading supplier of coatings and special materials. In fact, it's nothing that the home furnishing enterprise went bankrupt and the boss ran away in the past two years, which indicates that China's home furnishing industry has entered a reshuffle period

for a long time, traditional home furnishing enterprises have been unable to get rid of shopping malls for strategic and personalized marketing. Under the "Internet +" tuyere, products, logistics, after-sales service and so on cannot well meet the market demand, which is an important reason for home furnishing enterprises to "capsize". On the other hand, it is also an important obstacle for e-commerce talents not to be in their respective positions. Many traditional home furnishing enterprises, from factories to e-commerce, from production to sales, don't really understand e-commerce or even home furnishings, "all the problems are put on the factory. In this way, many formal factories are difficult to cooperate with them, but can only find small factories, so there are more problems." Some insiders believe that the lack of professionals leads to the current lack of e-commerce genes in traditional home furnishing enterprises, which fundamentally leads to the unfavorable survival and development situation of home furnishing e-commerce

3. Is it over if the "double 11" sells well

speaking of home e-commerce, the first reaction of many people may be that brands such as Lin's wood industry and Quanyou furniture have entered the current home category in the "double 11" of tmall for consecutive years, while other brands, although they have also opened online marketing channels, the proportion of income brought by e-commerce is almost negligible. But if you also think that a good "double 11" is equal to more than half of the success of e-commerce, it is a big mistake

a closer look at the data shows that during the "double 11" period in 2013, the total turnover of Lin's wood industry was 110million yuan, which tripled to 330million yuan in 2014 and 510million yuan in 2015. Although it is still rising sharply, the growth rate has slowed down significantly. Similarly, it can be seen that Quanyou and gujia ranked second and third

it can be seen that tmall's "double 11" is not a platform for once and for all. It seems that it is necessary for home furnishing enterprises to look at e-commerce from the perspective of selling home, and recognize e-commerce as the same height as enterprise survival and development. Traditional household enterprises have excellent pre-sales experience, while e-commerce has broken through the limitations of time and space, and has become more and more perfect in logistics and payment. How to embody the interpenetration and mutual assistance between the two has become a matter of life and death for household enterprises

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