[China Glass Network] Since the impact of the financial crisis, the export of the furniture industry has experienced a major decline. A considerable number of export enterprises have begun to turn to domestic sales, and the domestic sales rate of furniture has been increasing, making the domestic furniture market more competitive. In this market environment, in order to stand out in the fierce market competition, some furniture manufacturers began to explore how to innovate the marketing model to regain control of the industrial chain. As a result, the sales channels of the furniture industry have entered a diversified era, and the e-commerce marketing model has gained fame.
The sales channel of the furniture industry has entered the diversified era. The main marketing model still uses the store as the circulation platform.
At present, the distributor is the main body, and the store is a circulation platform. It is the main marketing mode of the Chinese furniture industry. In order to pursue the advantages of scale, many single stores that had previously adhered to one domain began to slowly break through the limitations of geographical regions, and in a unified brand chain, they sprinted around the country and later developed into channel chain giants. Furniture enterprise furniture products have certain limitations due to their own characteristics of “re-display and consumption of spaceâ€. Therefore, entering the store can be said to be a shortcut to enter the market quickly. With the expansion of the store, expansion has become a common phenomenon in the furniture industry. phenomenon. In addition to the common chain stores, industrial cluster stores are also an integral part of the sales channels of furniture companies.
In the case of a bad economic environment, many furniture companies are facing problems such as a decline in single-store sales, rising rents, and rising business costs. This also makes the contradictions between producers and stores increasingly fierce. It is precisely because of the contradiction between manufacturers, dealers and stores that traditional furniture distribution models exist. Many powerful furniture manufacturers and dealers have begun to get rid of traditional furniture stores and sell their own products. Looking at the whole country, more and more furniture manufacturers have begun to build their own marketing channels, that is, they mainly face direct consumers and direct access to consumers.
In addition, home improvement companies have become a new channel for furniture companies to sell. Because home improvement companies are more in contact with consumers, more intimate, and have a natural opportunity. Therefore, with the development of the market, some decoration companies will recommend furniture to consumers in the process of providing decoration for consumers. This sales channel can complement traditional channels to ease the pressure on traditional channels.
Exploring the innovation model triggered the e-commerce marketing model boom
Due to the increasingly fierce competition in recent years, and the traditional sales channels have exposed various problems, in order to stand out in the fierce market competition and rise rapidly, some furniture manufacturers began to explore how to innovate the marketing model to regain control of the industry chain. right.
In the past two years, some furniture companies have continued to increase their investment in online online shopping malls, and furniture e-commerce is becoming the new favorite of the furniture industry. Opening an online store can reduce the cost of organization and management; eliminate intermediate channels such as stores, effectively reduce the burden on the channel, and give the products to consumers at a more favorable price; and improve the efficiency of use of time and space, so that people do not You can filter products and get more product information when you go out. However, there are also shortcomings in online sales. For example, low price is a big advantage of online sales, but it is also a double-edged sword. The low price will impact the original physical store sales channels of furniture companies.
According to the survey, the current consumer attitudes and methods are undergoing tremendous changes, and the Internet is becoming an important way for them to shop. For consumers, online shopping home products have many advantages such as variety, choice, low price, time saving and energy saving. For enterprises, home e-commerce has many features such as saving inventory, saving display space, and saving shopping guides. The physical business space is integrated with the infinite space of the network to form a platform for technology, network, information, digital, remote, e-commerce, and three-dimensional marketing. It is obvious to achieve business model reform.
According to a report by iResearch, a well-known research institution, the transaction volume of China's online shopping market broke through the 100 billion mark for the first time in 2008, and it jumped to 120 billion yuan, a year-on-year increase of 128.5%. Another survey of the home market shows that 81% of home sales are profitable in online sales in 2008, and 76% of online sales in 2007 are also profitable. In summary, the industry generally believes that e-commerce has many advantages, and it is an indisputable trend for the home industry to start competing for the online shopping channel “big cakeâ€.
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