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The 27th International Dragon Furniture Exhibition was held in Longjiang Forward Exhibition Center in Shunde. Like last year, this year it also opened up a special area for the procurement of furniture-type electricity suppliers and erected the banner of "Creating the Only E-commerce Purchasing Platform in China" Furniture e-commerce has become a show landscape.
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Shunde furniture electricity business development from a few years ago to now, to what stage? Is simply through Taobao platform and through the third-party logistics to achieve product docking (C2C), or Jingdong own platform to provide their own furniture brand (ie B2C), or other forms? Shunde furniture industry has initially borrowed e-commerce platform, offline sales and Internet integration, and gradually to "online orders, offline experience" (ie O2O).
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Status quo: lack of brand furniture manufacturers led to the lack of competitiveness
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Speaking of electricity supplier, many people first impression is Taobao. Indeed, Shunde Vocational and Technical College Dr. Liu Xiaohong said that compared with the traditional furniture, furniture, electricity brought by the furniture industry will be a revolutionary change. Many enterprises have also seen this prospect, although it is a large object, but the network sales are still more optimistic.
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According to statistics, 50% of the furniture sold in Tmall and Jingdong Mall was shipped in Shunde in 2013 with an annual sales volume of more than 20 billion yuan. The status of Shunde furniture supplier in the Internet retail market can be seen unusual. Among them, Shunde Longjiang electricity sales of nearly 10 billion furniture, accounting for half of Shunde furniture business. Longzheng Economic and Technological Promotion Bureau, deputy director Hu Zhongxing therefore said: "Longjiang is Shunde furniture supplier and the representative of the gathering place, electricity supplier for the transformation of Longjiang furniture plays a leading role in promoting."
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However, although many furniture companies "touch the net," but the brand has not yet been established, the price war is the cruel reality that many small and medium sized furniture suppliers have to face. Liu Xiaohong believes that the e-commerce is more than just the extension and increase of the channels. "The problem of how 'fat' came and how the e-commerce of furniture has been accepted by many consumers and the changes brought by e-commerce to a company Is a revolutionary change, the entire enterprise system, structure, methods of operation, sales channels have changed, not in Taobao opened a shop, put things online so simple.
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St. Mirren is located in the leading e-commerce port a typical small and medium furniture e-commerce, its general manager Li Zhengying frankly, in the pure small and medium furniture e-commerce, many do not have their own production and processing plants, there is no independent logistics, installation services . Li Chun-ying analysis of the current purely furniture e-commerce, said: "Longjiang logistics can be sent to the country, the installation can also find another company agents, but if the electricity supplier can not be a brand, you can only get goods from small manufacturers, the brand is missing This is the main reason for the lack of competitiveness of many furniture suppliers in Longjiang. "
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Explore: Can we use O2O model to achieve business self-revolution?
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How to build your own brand? Shunde furniture in the previous exploration and trial, is currently progressing to another e-commerce model of work, the O2O model. With the development of e-commerce, e-commerce model from the original C2C, B2C to the current O2O furniture e-commerce model, shortcomings of furniture e-commerce experience is gradually being made up. O2O e-commerce model as early as three years ago put forward the offline sales and Internet integration, online orders, offline experience, this year really hot up.
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In addition to physical experience stores, e-commerce to ensure that the furniture products "authority" to solve the furniture manufacturing unknown products, material fraud, brand copy and other issues, but also the key to winning consumer trust. The emergence of furniture traceability system just make up for this flaw, WOMI Group, vice president of Womenswear office of things in the world introduced Weng Hui system aggregation product information, quality certification and other mechanisms, from production to sales of all aspects of the completion of the transparency of information labels, To achieve information retrieval and inquiries, protect the interests of consumers but also enhance the visibility and brand of shopping malls and furniture.
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"Furniture e-commerce is still in its infancy. Despite such difficulties, the question is whether the O2O e-commerce model can go to the future or not. However, it is certain that furniture e-commerce is the dominant trend and the core of business model Is to serve the customer, the customer is the center, furniture, electricity to bring people too much convenience, too many concessions, too many choices, it is unquestionable. Satisfy the consumer, it has become the mainstream of the market. "Liu Xiaohong judge.