This year's famous furniture exhibition is very popular, but many furniture companies are still in the e-commerce dilemma of Weigu.
Nandu News On September 7th, the 32nd Dongguan Famous Furniture Exhibition ended in 5 days. The diversification of channels has become a hot topic in this year's furniture exhibition. This year, the furniture industry has formed a pattern of traditional store sales, engineering orders, cooperation with real estate developers, e-commerce and other multi-channel development. The owner of the Dongguan furniture industry said that the furniture companies that do e-commerce are rarely able to make money, and most of them are still in the stage of burning money. Chen Jianjing, president of Dongguan Furniture Association, pointed out: "Now the industry says that business is difficult to do. There are not many furniture companies that can be transformed and upgraded in Dongguan. The export situation is still not very optimistic. The situation of this warm boiled frog is very worrying. We must explore new models."
The high diversification of store rent is an inevitable trend
Yao Jiqing, president of Dongguan Moussi Bedding Products Co., Ltd. believes that channel diversification is a trend in the development of the furniture industry. In addition to home stores, specialty stores, and e-commerce channels, this has prompted companies to face the trend of cooperation with decoration companies, real estate developers, and hotels. In this state of real estate, real estate will inevitably move toward a path of differentiation. This difference is mainly reflected in the fine decoration of the real estate business, the gift of various types of furniture to customers. In addition, the engineering channel is also a trend in the future development of the furniture and building materials industry, including cooperation channels with decoration companies and design companies is also a good form.
The development of e-commerce is already an unstoppable consumer trend. After the 80s and 90s, the generations grew up under the computer and the network. As they change their consumption habits, they must face the changes in these consumption habits as they become the main consumers. There may be some high-end products that will not be traded online, but in the future, there will be a trend towards e-commerce, and some high-end products are now available online.
Chen Min, chairman of Dongguan Fuyun Jiayu Co., Ltd., also agreed with the strategy of walking on multiple legs. He said that under the pressure of increasing store rents and fewer people, the cost of specialty stores is getting higher and higher, and business is more difficult to do. Many companies can't afford it. “Two years ago, we predicted that there would be such a trend, so we decided to go ahead with retail, engineering, and e-commerce. In addition to retail, we also do e-commerce and engineering orders. Which one goes faster, we expand which field.â€
E-commerce "cake" wants to eat but I don't know how to eat
"Huahui has not been involved in e-commerce, but we have also considered that if we really want to do it, we will distinguish the products of the physical store from the e-commerce products. Of course, there will be ways to solve this problem in the future, and enterprises need to further explore." Lin Binghui, chairman of Huahui Furniture Industry Co., Ltd. pointed out that many furniture companies are currently in the dilemma of e-commerce. It is not that the company does not want to eat the cake of e-commerce, but does not know how to eat it. Especially for the store dealers, they don't know how much online sales the company has. They just think that doing e-commerce will have a big negative impact on them. It is a headache for companies to take into account the high-end products under the line and the popular products on the line. Most of the companies that are doing well now are not starting from the traditional furniture industry, relying on some new thinking.
He believes that e-commerce must have its own design, its own brand, and its own market products. E-commerce companies have used outdated products to sell, which may have been easy to sell before, and it is very difficult now. The era when cheaper consumers will buy is over.
Network "special offer" hurts the brand
"At this stage, many traditional enterprises have encountered many difficulties in trying e-commerce. The reason is that in addition to the problems of cost, promotion, and unification of online and offline prices, the most important thing is that there is no way to balance the interests of all parties." Huang Hui, founder and director of Le Home, said that in the past few years, some companies have developed new product lines specifically for e-commerce, including sharing and diversion with distributors, but the effect is not obvious, mainly because there is no control over the channels. Different teams doing the same thing can cause a lot of waste, not to mention that each team must maintain its own profits. If several teams are doing one thing, there are also big problems in profit sharing. In addition, the result of several teams doing one thing is that they can't provide cost-effective products to consumers, and even go to a vicious circle. Therefore, some brands offer "special supply" in the network, and they have discounted materials and processes, which is also a kind of damage to the brand.
Huang Hui said that many companies and distributors are now doing model rooms, but most of them will be subject to the achievements they have made and it is difficult to integrate with e-commerce. However, in his view, traditional companies have their own advantages in many aspects. At present, Melaleuca is also strengthening cooperation with traditional enterprises. “We have the advantage of marketing. Traditional companies can provide the best products and maintain the advantages of their manufacturing and design. This is the best combination.â€
The article is compiled by http://sz.gojiaju.com Suzhou GO Jiaju.
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