An international furniture brand purchase said that imported furniture e-commerce products can save about 50% in price. Compared with traditional imported furniture operators, purchasing e-commerce is also quite prominent and flexible in terms of professionalism and multi-branding.
The traditional industry experienced Internet transformation is a trend, the home furniture industry is no exception, more and more home, furniture stores and furniture dealers began to hit the Internet, but because the domestic home store and furniture self-operated e-commerce price system is different, At present, the dependence of furniture companies on furniture stores still exists, which makes the development of self-operated e-commerce of furniture brands restricted, and the home e-commerce launched by home stores has become a chicken rib.
Sound: Imported furniture agent price is not worth purchasing
An Internet user habit survey found that most of the customers who buy furniture online are going to the platform-type e-commerce for special price and low price, and users who do not buy online basically go to the physical store to buy. Consumer Mr. Wu said that on the price, the price of vertical e-commerce products is not comprehensive B2C (enterprise direct docking consumers) platform is low; on the service, there may not be a comprehensive B2C. There is really no competition.
The reporter compared a certain product, the special price of the activity on a comprehensive platform e-commerce is 1199 yuan, and actually 2299 yuan on the online, it can be seen that the vertical e-commerce of the home store has no advantage.
At the same time, overseas buyers of imported furniture are also in full swing, robbing a large share of imported furniture market. According to the survey, taking a set of imported furniture as an example, the retail price in the place of origin is only 40%-60% of the price in the Chinese market. Even if the freight and taxes are covered, basically half of the cost can be saved. If a sofa of 100,000 yuan, through overseas purchasing, the cost is about 50,000 yuan. The purchasing fee for the neighboring countries is even lower, especially for furniture in Japan and Southeast Asia. A carpet of two or three thousand yuan, the purchase only costs about 700 yuan.
Opinion: An international furniture brand purchase said that imported furniture e-commerce products can save about 50% in price. Compared with traditional imported furniture operators, purchasing e-commerce is also prominent in professionalism and multi-branding. flexible. The purchasing brand covers almost all the big imported brands that enter China, and there are even many good brands that are not known to the Chinese.
Illness: The physical store is cold and clear before switching to e-commerce?
In recent years, furniture and home stores have successively transformed the electric shock Internet, established online shopping malls, and married the Internet giants in an attempt to kill a market. In the past year, many e-commerce voices were famous, but in the end, the rain was small. . The industry believes that from the initial resistance to the home to embrace the Internet, the attitude of the home market has quite a bit of "post-knowledge."
What is it for the e-commerce? The reporter got news from the industry. In recent years, the number of passengers in the furniture stores has decreased, and the volume of transactions has been reduced. On the one hand, it is affected by real estate, and on the other hand, it is affected by the Internet. The decrease in sales in physical stores has accelerated the home industry to embrace the Internet and expects to increase the volume through the Internet.
The reporter's investigation found that there are very few passenger stores in the peak season, and a home store e-commerce person who asked not to be named said that the online store is actually a supplement to the physical store. It is also following the big trend.
Viewpoint: According to industry insiders, the convenience of e-commerce has indeed enabled stores to save on the cost of physical sales, and also to increase product sales. The home store itself is a business model that transforms land into shops and stores, and then sells furniture products to consumers. Supporting the entire store, first of all, the furniture dealers, retailers, and then consumers. In this three-tier relationship, the dealer is undoubtedly the most passive member: one has to pay rent to the seller, and the other is to provide sales services to consumers, which will be affected regardless of which party has changed.
Status: When home e-commerce burns money
Home e-commerce is not a new thing. Since 2013, it has been hot in the industry, traditional furniture, building materials and other industries. In these e-commerce, the same problem is faced. E-commerce is burning money. When will it be profitable?
Vertical e-commerce focuses on the model, money burned, not profitable, which means yellow. According to sources, the e-commerce operation of a well-known home store in Beijing has been in the state of losing money for more than two years, and it has become the norm for the head of the e-commerce to reach out to the group.
Even at this stage, the reporter learned from many channels that some home vertical e-commerce companies have to lay off employees in the "spring" of the Internet. According to industry insiders, there are serious problems with vertical home e-commerce. The unprofitable model, and then the strong capital can not help but burn the speed.
Viewpoint: Lu Zhenwang, a person in the electric business, once concluded that vertical e-commerce with serious problems has two characteristics: popular and physical. In addition to custom-made products, home building materials are standard parts for mass production. According to reports, the vertical e-commerce margin of operating mass and standardized physical goods is low and the cost is high. The market cost alone stands at 10%-30%. In contrast, the market price of E-commerce in Jingdong and other platforms is only 3%-4%. It is lost at the starting line.
Analysis: selling furniture behind closed doors, lack of traffic
There are still many problems in the conventional home vertical e-commerce platform. The reporter learned that the platform-type e-commerce has an innate advantage over the vertical e-commerce in terms of stickiness because it can meet the needs of users for one-stop shopping. In addition to some consumables, most of the household products are products with long consumption cycles. The repeated purchase cycle is long. Even if you can bring secondary consumption by word of mouth, it is difficult to form a continuous stickiness. How can the market cost of attracting new users be low? The most important thing is that the vertical home store e-commerce is basically no one knows.
Opinion: The industry believes that on the Internet, there must be users first to sell things, but for a new platform, it is easy to get traffic. It is understood that the cost of acquiring an online user has reached tens of dollars or even hundreds of yuan. Vertical e-commerce has to play a game of burning money if you want to live. However, looking at the vertical e-commerce of furniture today, it is difficult to develop the habits of users, and it is difficult to have a large amount of liquidity to burn.
(Source: Tencent Home)
NINGBO BRIGHT MAX CO., LTD. , https://www.smartrider-horserugs.com