The grafting of e-commerce in traditional industries is perfect in theory and worth looking forward to. According to statistics, there are currently more than 60 million users in China's online marketing market , accounting for 19.4% of the overall Internet users . However, China's online sales accounted for only 2% of social retail sales , while the United States accounted for 6% -7% .
Some insiders said that China's online sales have unlimited room for development. Statistics prove this point of view, in 2003 China's online shopping scale of 18 billion yuan in 2009 reached 263 billion yuan in 2010 to 475.5 billion yuan, an average annual growth rate of around 100%. In this regard , it is said that in the next three years, China's online retail sales will increase to 5% of social retail sales . However, there are three problems that need to be solved in the development of e-commerce in the furniture industry :
The first problem is logistics. The reality of furniture logistics is far more difficult than expected. Now, logistics and e-commerce platforms are not perfect enough, but for companies with a little capital, it is not difficult to improve these two aspects. On the contrary, the price conflicts between online and offline products, and the protection of the interests of agents everywhere may be the biggest difficulties encountered by traditional enterprises when they get involved in e-commerce. Logistics is still the biggest roadblock in development for the time being. Looking at the current development trend of furniture e-commerce , the first to exert force and gain momentum is the bathroom sector, while furniture brands are still developing slowly. Investigate the reason, because almost all furniture products belong to large items, which are prone to various problems in logistics.
How to develop different product lines to circumvent the second sensitive issue of the conflict of interest of dealers. At present, the mainstream sales channel of the furniture industry is the distribution system. The cost of entering e-commerce products must be lower than that of physical stores. Whether the producers make profits for consumers or sell at local store prices, they may hurt the price benefits of local distributors and cause exclusion.
Third, most furniture companies use a layer-by-layer agent approach. The biggest impact of this mechanism is that it will affect the price. It cannot be unified at all, and it is not easy for manufacturers under the agency system to easily carry out e-commerce. This is a dispute of interest for dealers across the country. After all, the threshold for entering e-commerce is very low, but the furniture industry still dare not rush into it. Furniture companies still rely on the support of powerful distributors, so for furniture companies involved in e-commerce, the first problem to be solved is the problem of channels. Now traditional channels still occupy the main position.
Faced with the three major challenges of e-commerce development in furniture companies, how should companies use e-commerce to do well in brand marketing planning?
The development of e-commerce is inseparable from several aspects. The first is traffic. There must be new traffic externally and new customers coming in. Netizens now account for about one-third of China's population , but two- thirds are not connected to the Internet at all. How to reach this group of people effectively through other channels? Of course, you can also make full use of the mobile phone platform, go to the TV media to place advertisements, etc., and you can try various ways to attract customers.
The second is the matching of commodities. How can consumers quickly find the products they want, only clear the purpose, can they integrate marketing planning into practice, rather than just stay on paper, this is a product matching process. Consumers can find your product in a minute, or it can be found in two or one stepsOnce again, finance is the flow of funds. Without capital flow and without a credibility system, e-commerce is very collapsed. Alipay and Tenpay are typical examples. Their status online is equivalent to UnionPay offline. This is a financial capability that an e-commerce platform must possess.
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