[China Glass Network] In the past, the new model of online platform and e-commerce was not optimistic about the home industry. There have been stores to open up online shopping malls to increase the second sales channels for merchants in the market. The network companies set up furniture and building materials shopping websites to concentrate on selling all kinds of household items. The two sensational network operation modes did not put the e-commerce in the home industry on the right track. Instead, they have been marginalized.
This year, merchants who have extensive access to online platforms have found more business opportunities. This year, companies that launched online shopping and online platform display have come one after another.
Outstanding performance: home stores provide value-added services to merchants
This year, Lan Jingli is one of the companies that launched more collections, and it was also the store that launched the online store earlier. Log in to the Blue King Li Online Store. If you look carefully, you will find a subtle difference compared to other mall websites. In the lower right corner of the homepage, there is a link that says “Open an online storeâ€. Click on the prompt to enter the registered user name. After that, you can apply for a merchant account. After registration, you need to fill in the company information and upload a photo of the Business License to become a merchant in the online store. The operation mode of Taobao was copied by the home industry for the first time. This change also shows that the website of Lanjingli is no longer limited to promoting corporate image and displaying tenant products, but actually starting an e-commerce attempt.
Furniture store launches online shopping
The Xisi Furniture Store, which had a 55-year history in Beijing, moved to Peony Garden and changed its name to the Makassar Fashion Home Store. At the same time set up product display, online shopping, bbs forum, expert online Q & A, industry information, consumer guide, design consultation. Designed to provide consumers with a professional, easy, fast and convenient home information platform and shopping platform through practical consumer information introduction, professional product consultation and full-time shopping guide service.
When consumers shop on the website, they can communicate with professional sales staff and designers, and experience the real-life effect of the products. There is also a forum community for furniture people and consumers. A large-capacity, multi-sector, and rich forum community will set up a new platform for consumers, producers, and furniture to communicate freely. The industry information and consumers are extremely concerned about topics, and experts open online questions and answers on a regular basis.
Furniture store online mall to pull down the price
Last month, Qumei Furniture Co., Ltd. announced that e-World Online Mall was officially launched. This is a new e-commerce model in the home furnishing industry. Qu Mei, general manager of Qumei, called it the “mouse + cement†channel collaborative e-commerce new model.
"New" is first reflected in the fact that this is the only online shopping mall tailored to its own single category. Secondly, "Cement" is no longer referring to the manufacturing process in Qumei e World Mall, but refers to Qumei in the country. There are more than 500 experience stores in the city, and the online order is directly connected to the Beijing headquarters. The price is unified nationwide, and consumers can experience the real thing in the experience store.
Zhao Ruihai said that through Qumei's e-world, customers can place orders on the local line, orders are all gathered to the headquarters, and the headquarters contact dealers invite consumers to experience the store experience products, which are shipped by local distributors and undertake after-sales service.
The opening of this online mall will not only lower the price of Qumei furniture, but also make the national retail price of Qumei Furniture transparent. Qumei e world staff explained: "The online mall reduces the cost of physical display, the cost of shopping guides, the profit of middlemen and the cost of maintaining the national sales channels. These 'reductions' are enough to bring the price of Qumei furniture down. ."
Home improvement company online case library popular
The peak of the industry decoration has a home improvement case library with a click volume of more than 10 million a month. According to Zhang Jun, Chairman of the Industry's Peak Decoration, on May 22 this year, Yezhifeng Decoration launched the “National New Home Improvement Design Case Libraryâ€, which provides free decoration design for all decorators. Since the launch, the number of hits has increased rapidly, and it has been updated with hundreds of thousands of hits every day, which has attracted the attention of consumers and the industry. The case library went online for just over a month and broke through 12 million hits. According to incomplete statistics, the case library will continue to upload and update design images in the next stage, and strive to reach 10,000 sets.
The case library is free to open on the Internet. From the needs of netizens, all the uploaded cases in the case library are the design of the case designed by the professional designers of the industry peak, which is specific to a certain main building of a certain real estate in the country. Most consumers can find their own design options in the case library.
Reverse tutorial: Home Easy Station declared bankruptcy
Home Easy Station is a company that got international venture capital earlier in Beijing and started a large-scale formal operation of home e-commerce. Two years ago, the e-commerce business in the home industry has been flourishing. Earlier into the people's field of vision is the recently announced bankruptcy of the home station, it is a professional online mall built by professional network companies, consumers can buy all the furniture and building materials needed for home decoration online. At the beginning of its operation, the core of the operation is “matching the bridgeâ€. Each product information is registered on the Internet. Consumers click on the purchase of the goods to pay the deposit to the online mall, and the online store contacts the delivery. The consumer then pays the goods to the product sales merchant. Later, Its operational core has become "selling", that is, online shopping malls buy products at low prices and then sell them to consumers. During this period, the home station was once fancy by the venture capital company, so that the purchase of the product is sufficient, but the end of the home station failed to reap the sale to earn more profits, resulting in a broken capital chain, owing supply Business and consumer debt, must be declared bankruptcy protection.
Industry view: opening online sales is the future trend
Although there are still some obstacles in the online mall, the industry generally believes that online marketing is the direction and trend of future home development. Zhang Jun said that 3%-5% of corporate sales can be expected from the network. When the 80s become the mainstream consumer group after 90, we will face many new customers in the future. As all walks of life rely on the network more and more, the home industry's online promotion efforts continue to expand, and the number of online clicks is also increasing. The combination of traditional stores and the Internet has now played its certain advantages.
However, home network sales are still in the initial stage. As a sales platform, online home shopping malls are not likely to replace the location of physical stores. Even in IKEA, which has been testing the water network for many years abroad, it has not dared to open an online shopping platform in China. Therefore, how to successfully operate the home network mall needs to be explored.
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