Recently, Haier's Sun Rishun Home Plaza has settled in Shanghai, and the daily home e-commerce platform has officially opened the tip of the iceberg. For the traditional sales model that the furniture industry has long been overwhelmed, e-commerce is undoubtedly a new way of marketing. However, as far as the development of the cabinet industry is concerned, there are many brands of cabinets, but the concentration of the industry is still not high. Cabinet companies can make a big difference in expanding market share through traditional marketing models. Network channels are already an irreversible trend in the times, and cabinet companies still have to plan ahead.
Solve the diversified problem of e-commerce channel construction
Some insiders believe that the current so-called home industry to make e-commerce profitable is only rare, and some home businesses that seem to be very good in e-commerce are actually brushing data traffic. Therefore, if cabinet companies want to start the journey of e-commerce channel expansion, they must first solve problems that are difficult to solve, such as dealers, logistics, standardization, and early investment. If you blindly launch e-commerce before you solve these problems, cabinet companies will only be "very hurt."
The diversity and complexity of e-commerce channel construction often make it difficult for home and building materials such as cabinets to retreat, such as how to redesign and select products suitable for e-commerce; and then convince regional agents to assist in logistics and installation services, and to balance them. The distribution of benefits; even more troubling is that the e-commerce operation team obviously needs new construction, independent existence, and the personnel will inevitably be a group of 80, 90 and so on that are difficult to manage. These are the cabinet companies have to think before entering the e-commerce. The problem.
Find the balance between traditional and emerging channels
Then there is the resistance of traditional home stores to Tmall Taobao, which is also a problem that must be taken into consideration by home builders such as cabinets. In the past two years, the brands that shine in the furniture e-commerce, such as Lin's Wood, Merlot, and All-Friends, have nothing to do with these hypermarkets. Red Star Macalline, Real Home and other stores are also planning an independent e-commerce platform. How to find a balance between traditional channels and emerging channels, and reduce the resistance of home brands including cabinets to realize the O2O model concept, at this stage, it seems that there is no final conclusion.
The entanglement is entangled, the road of e-commerce is still vast, and transparency is the trend, e-commerce is just a catalyst. When the cabinet industry enters the stage of high-speed competition, if it does not pay attention to innovation in brand building and sales channels, cabinet companies will only face a backward crisis. Cabinet companies can only take a place in this transparent network society if they are market-oriented and based on internal strength.
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