According to the report of the authoritative organization, China's e-commerce will continue to grow in the next few years. It is expected that by 2014, the total size of the Chinese e-commerce market will reach 176 billion US dollars. In the past 5 years, the average growth rate of China's e-commerce is 90% the above. Currently, 150 million netizens of China's 420 million netizens choose to purchase goods online, accounting for 35% of the total netizens. Such a huge number is an absolute "fat meat" for enterprises, and undoubtedly a "fragrant meat" for the home furnishing industry. Various enterprises have started their own calculations and have vigorously attacked the e-commerce market.
There are four major concerns about the entry of e-commerce by home furnishing companies. At present, a number of well-known home furnishing companies such as Sacred Elephant, Nature, and TATA Wooden Doors have tried e-commerce. On April 10 this year, TATA Wooden Door also launched its exclusive e-commerce online store for the first time. Dongpeng Tiles and Ausman Sanitary Ware have all opened online stores. Taobao Mall also launched the Love Bee Wave Home Experience Pavilion, where well-known brands such as Quanyou Furniture and Shengxiang Wooden Flooring have settled in.
Internet marketing is indeed a trend. With the improvement of website construction, Internet marketing in the home furnishing industry will become the main marketing channel for the next 3-5 years.
It is said that 2011 is the first year of e-commerce in the home furnishing industry, and major home furnishing brand manufacturers are also eager to try e-commerce, but there are still a few who are really involved. In fact, they have more and deeper concerns.
Worry one: logistics, after-sales and installation are very confused
Xu Jia, who bought the entire new house soft decoration product on Taobao, believes that Taobao is indeed very convenient. "Purchasing furniture on Taobao cannot be cheap. You must look at the brand. And you must negotiate with the seller when you buy, logistics costs. , The cost of return and replacement, etc. "
Consumer CD: Online shopping is sometimes not necessarily a problem of the furniture itself. After all, many friends will buy it online after optimistic about the store, saving money. But the main risk of online shopping is transportation. After all, the seller will not compensate for this loss, and there is no after-sales protection. It is troublesome to repair it if it is broken, and it is not an easy job to assemble it by yourself.
Ma Junwu, marketing manager of Dongpeng Ceramics Group, said that the biggest bottleneck of e-commerce is logistics and after-sales. "Now logistics is not 'powerful', and Taobao stores are managed by the headquarters. It is difficult to give consumers the most direct after-sales service."
Lan Weibing, director of the Foshan Office of the China Ceramic Industry Association, also said that ceramics and bathroom products are not a single product like books and electrical appliances. "In fact, it also includes after-sales services such as installation and laying. If this link is not resolved, it will be sold online. Maybe Will have a bad influence on the brand. "
Worry No. 2: How can you buy with confidence when you ca n’t see it?
Consumer nvwang: When you buy valuables such as furniture online, you can't see the real thing, which is really worrying. Of course, you can directly ask the seller whether it is genuine or high imitation. Generally honest sellers will tell the truth. It is more troublesome if the seller is dishonest. On the whole, it is more reassuring to look at real products and then buy them.
Concern 3: Buying is easy to return and difficult to exchange
Consumer Peak Wing Oda: I usually buy small products online. I am unsatisfied and can return the goods. Even if I need to pay the shipping fee, I can send it back quickly. But for the furniture, even if the seller promises to return it, how can I ship it back? Even if it can be shipped, the freight is not cheap. Once the seller asks me to bear the freight, I will choose to give up.
Concern 4: How to make e-commerce and channels coexist
Most home furnishing enterprises adopt mechanisms of layers of agents. Under the influence of these mechanisms, prices have already deviated and cannot be unified. This is naturally fatal to e-commerce. In addition, under the agency system of dealers, manufacturers dare not rush into e-commerce because of the interests of dealers nationwide. The threshold for e-commerce entry in China is very low, but furniture companies can't proceed rashly if they want to conduct e-commerce. It relies on the support of a huge dealer system within the furniture company. Therefore, if Chinese furniture companies want to get involved in e-commerce, they must solve the channel problem. After all, traditional channels still occupy the mainstream position.
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