According to iResearch and other statistics, the total sales of B2C websites have continued to advance by leaps and bounds since 2008. Online shopping has become out of reach from the fog at that time, and it has become the most popular and most suitable shopping method for fashion people today. The cake brought by the low-cost and rapid expansion of e-commerce is enticing many home furnishing companies! However, if the B2C emerging in the home furnishing industry that challenges prices and channels is to become popular, companies need to seriously consider the following five issues in addition to their internal skills.
One question: Is household products suitable for e-commerce B2C?
The characteristics of products sold online are relatively obvious, such as books, cosmetics, flowers, etc., the product itself has low requirements for visual, listening, touching, smelling, etc., and as a high-priced home that requires a large amount of user experience Is the product suitable for B2C? "The process of online shopping is to transform consumer demand into desire and even consumer behavior. As long as the website does enough homework in this area to become its reference for shopping, fashionable people with high working costs and office workers will definitely buy it."
"According to the characteristics of home products, online sales are less reliable than books, and matching offline physical stores makes it easier to promote consumption. Due to after-sales problems, Dongfang Jiayuan only sells non-customized products on the Internet. Category (standardized) products. "Yu Lei, director of operations of Oriental Home, believes that finding a suitable model, household products are still suitable for e-commerce.
"With the advent of the financial crisis, everyone who is a business knows what we are facing and how to create a new business model? Qumei's" e-world "is born smoothly with the brand effect built by Qumei in the past 22 years." Zhao Ruihai, President of Qumei, did B2C The firmness can be seen. At the same time, Yang Yang, director of marketing at Qumei, also said: "Qumei's world prices have fallen by as much as 40%, and affordable consumers are in line with the law of development. According to the large amount of data we have, B2C is imperative for furniture."
Lan Jingli ’s website is also called an online mall, but general manager Yin Bo has a different point of view: “Although our online mall also constitutes a buying and selling relationship, the price is the same as the store product, but it is only a sales channel for the auxiliary store, because the current B2C sale Most of them are non-customized (standardized) products, and most of the household products are non-standard, and a lot of services are needed in the later period, so it is not very suitable at present. "
Question 2: How to balance the impact of B2C on traditional channels?
The online mall B2C model is a breakthrough and leapfrogging the traditional business channel expansion and sales model. Many home furnishing companies cannot make up their minds in the face of this tempting cake, because of this: the impact of B2C on traditional channels! As Wu Chenxi, chairman of TATA wooden door, the first person in online marketing, said, “Online malls are not only impacting the economic benefits of traditional channels, but more importantly, under the spread of B2C, traditional dealers’ control of terminals must be greatly weakened and lose their core. Traditional dealers who have the advantage and right to speak must not be very comfortable. "
So how to balance this relationship is a question from a university. Qumei's nationwide unified low-price direct sales "e-world" is defined by Zhao Ruihai as a channel collaborative e-commerce, that is, cooperation with traditional dealer channels and mutual help. Yang Yang, the marketing director of the US, further explained: "We will provide distributors with service subsidies; secondly, the headquarters will increase the overall promotion efforts and will also benefit distributors; in the end, we only have one Vig product online. It will not have much impact on it. At the same time, consumers will browse this product online and visit the experience store, which will also promote the sales of other categories. "
Yu Lei, director of operations, said that Dongfang Jiayuan implements two online and offline price systems. The price of online products is equal to or lower than that of the products in the store, but this will not affect the sales channels of the store and dealers. He believes that these two There are differences in consumer groups. The young people who shop online are young and time-stressed, while the hypermarkets are the older ones.
Three questions: How to ensure the after-sales and logistics of B2C products?
Because household products have the characteristics of semi-finished products, high price, and experience, the construction of their B2C integrity system is even more important. Among them, inventory, logistics, and after-sales are the key factors to build reputation and promote healthy sales. In this regard, Wang Ke said: "Cooperate with the brand manufacturers, which guarantees the quality of the products and after-sales service. At the same time, the homeowners also set up guarantees of 20,000 to 50,000 advance payment, and implement guarantees for unreasonable returns. Measures to safeguard consumer rights. "
Compared with the practice of co-suppliers who love homes, the B2C of hypermarkets and manufacturers can independently complete after-sales and logistics. Yu Lei, director of operations of Oriental Homeland, said: "We are responsible for after-sales and logistics. The same treatment. "Qumei Furniture integrates traditional channels into the electronic network system and relies on more than 500 offline online shopping experience stores to realize warehousing, logistics and services.
"The characteristics of online shopping malls are cross-regional. It is difficult for you to anticipate where consumers will order products online, so only a comprehensive network layout can do logistics and after-sales. In this respect, Qumei has a strong Advantages, in 2004 we introduced an ERP system that runs through all Qumei terminal stores, so that smooth information flow and logistics are relatively in place. "Yang Yang, Marketing Director of Qumei, analyzed one of the foundations of B2C.
Four questions: What kind of home B2C model has stronger vitality?
Although there is no successful B2C case in the home furnishing industry, the failure of the home furnishing station gives us an example that is worth learning. Then companies that have engaged in or intend to participate in the B2C army are considering a question: how to adapt the current consumer model Demand, what kind of model can we laugh at last?
To do a good B2C, we must first control the price of the website-on the basis of ensuring quality, let your price become a bargaining chip to retain consumers. Manufacturers arbitrarily set prices; secondly, to ensure sufficient cash flow and smooth information flow, this is also the reason why occupants work together with manufacturers to do professional things, professional people should do professional things, singles and big packages may have limited strength .
Yu Lei has a different view. At present, the home furnishing industry still has to rely on physical stores to make price comparisons. The stores have actual storefronts for users to visit and experience, and they are rich in variety to meet the one-stop shopping habits of online users. Yang Yang, Director of Qumei Furniture Network, said that companies with sound network channels can not only meet the logistics and experience needs of network users in different regions, but also keep the information flow smooth.
It will never rule out the situation where hundreds of flowers bloom together, as long as it is a comprehensive and thorough guarantee of consumers 'rights and interests, and the online mall that wins consumers' love and trust will eventually be the final winner and the common expectation of consumers.
Q5: What is the prospect of B2C in China Household?
According to iResearch and other statistics, it is expected that B2C will surpass domestic sales of larger scale C2C in 2012, and the prospect of B2C is promising. "At present, companies in the home furnishing industry who have begun their journey to B2C online shopping malls have pioneering spirits, which is very good. B2C is also something that the home furnishing industry will have to do sooner or later." Wu Chenxi, chairman of TATA wooden door, said with emotion.
Wang Ke calculated an account for reporters, "According to incomplete statistics, the annual output value of home improvement materials in Beijing, including home appliances, is about 47 billion yuan, while the country has an annual output value of 400 billion yuan. Then we conservatively estimate five years Within that, e-commerce accounts for 5% of total sales, and there are also 20 billion yuan. As long as it is done well, then it should not be difficult for our lovers to have an annual output value of 3 billion yuan within five years. "
"China's economy is still in the recovery stage. Qumei's sales revenue in the first quarter of 2009 decreased by 11% year-on-year. In the second quarter, we increased by 50%. We hope that after e-world, we hope that through various efforts, we can maintain 50% growth rate for half a year. "Qumei President Zhao Ruihai has full confidence in B2C driving sales.
In this situation, the sales of the furniture industry will be greatly affected! More consumers will choose more affordable furniture, such as adding to furniture online shopping. The furniture industry needs a new shopping method and payment method. For this reason, the furniture mall network under Aibo Software has reached a comprehensive strategic cooperation with the Bank of Communications to achieve online furniture purchases and installment interest-free payment!
Refrigerator Parts,Air Cooled Condenser,Air Conditioning Condenser,Refrigerator Loop Pipe
Suzhou Green New Material Technology Co., Ltd. , https://www.szgreenvip.com