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At present, China has become the world's largest Internet user country, and the consumption patterns of relying on the Internet after the 70s and 80s are on the rise. In the era when e-commerce is popular, various industries have begun to involve water and electricity. The furniture industry, which has always been in the traditional industry, needs to solve three major problems if it wants to develop e-commerce.
Grafting e-commerce in the traditional industry is theoretically quite perfect, and it is worth looking forward to. According to statistics, there are more than 60 million users in China's online market, accounting for 19.4% of the total Internet users. However, online sales in China account for only 2% of social retail sales, while the United States accounts for 6%-7%. Some insiders therefore said that China's online sales have unlimited development space. The statistics prove this point. In 2003, the scale of online shopping in China was 1.8 billion yuan. By 2009, it reached 263 billion yuan, and in 2010 it reached 475.5 billion yuan, with an average annual growth rate of 100%. In this regard, some people say that in the next three years, the proportion of online retail sales in China to social retail sales will increase to 5%. However, there are three problems that need to be solved in the development of e-commerce in the furniture industry:
The first issue is logistics. The difficulty in carrying out the facts of furniture logistics far exceeds the expectation. Now the logistics and e-commerce platforms are not perfect enough, but the enterprises with a little capital are not difficult to improve these two aspects. On the contrary, product price conflicts between online and offline, and the interests of local agents may be the biggest difficulty for traditional enterprises after entering e-commerce. Logistics is still the biggest obstacle in development for the time being. Looking at the current development trend of home e-commerce, the first to exert strength and the momentum is the bathroom sector, and the furniture brand is still developing slowly. The reasons for this are deep, because furniture products are almost all large items, and various problems are easily generated in logistics.
How to develop a second sensitive issue of different product lines to avoid dealer conflicts of interest. Currently, the mainstream sales channel for the furniture industry is the distribution system. The cost of entering e-commerce products is necessarily lower than that of physical stores. Manufacturers who sell to consumers or sell at local store prices may hurt the price of local distributors and cause exclusion.
Third, most of the furniture companies adopt the method of layer-by-layer agency. The biggest impact of this mechanism is that it will affect the price, and it cannot be unified at all. For the manufacturers under the agency system, it is not easy to carry out e-commerce. This is a dispute for the interests of dealers across the country. After all, the threshold for entering e-commerce is very low, but the furniture industry is still not daring to enter, furniture companies still rely on the support of strong dealers, so for furniture companies involved in e-commerce, the first problem to be solved is the channel problem, after all, Now the traditional channels still occupy the main position.
Facing the three major problems of e-commerce development of furniture enterprises, how should enterprises use e-commerce to do brand marketing planning?
The development of e-commerce is inseparable from several aspects. The first is traffic, the external must have new traffic, and new customers must come in. Now that netizens account for about one-third of China's population, but two-thirds of them are completely out of the Internet. How can they effectively reach this part of the population through other channels? Of course, you can also make full use of the mobile phone platform, go to the TV media to advertise, etc., a variety of ways to attract customers can try.
Followed by the matching of goods. How can consumers quickly find the products they want, and only when they have a clear purpose can they integrate marketing planning into practice, instead of just staying on paper, this is a process of matching goods. Consumers spend a minute finding your products, or they can find them in two steps or one step, and the products they present are exactly what they need, which is constantly optimized by technology.
Once again, finance is the flow of money. There is no capital flow, no credit system, and e-commerce is very collapsed. Alipay and Tenpay are typical examples. Their status on the line is equivalent to the UnionPay under the line. This is a financial capability that an e-commerce platform must have.