E-commerce has become a home industry trend store and dealers how to benefit

E-commerce has always been regarded as the best sales channel for the traditional home industry to get out of the bottleneck by the elite of the wood door home industry. However, the facts are not entirely true. On the 16th, at the annual meeting of the Guangdong Home Furnishing Federation, the speech of the chairman and CEO of Hongxing Meikailong, Che Jianxin, shocked the scene. Through the spread of Weibo and WeChat, whether e-commerce is a trap or not has triggered a big discussion in the industry.

Che Jianxin's speech: "E-commerce trap"

The idea of ​​the car construction is that the home e-commerce is a "revolution of local tyrants and sub-fields", and e-commerce will revolutionize the "life" of home factories, dealers and shopping malls. Prior to this, during the Tmall Double Eleven event this year, its O2O model was subject to a joint “norm” of 19 mainstream home stores including Red Star Macalline, Real Home, and Moon Star Home.

If you are not revolutionized, you have to take the initiative to change. Red Star Macalline, Real Home and other mainstream home stores have already laid out the layout of home e-commerce, but how to do e-commerce is still in the process of exploration. As a traditional industry, entering the e-commerce will inevitably conflict with the offline, and the control of strength and rhythm requires extremely high wisdom.

E-commerce has become a trend in the home industry

In 2012 and 2013, the performance of the home furnishing brand in Tmall Double 11 remained strong. Although the sales performance in 2013 was not as good as expected due to the dispute of O2O model, the e-commerce is irreversible and has become the consensus in the industry. However, after the Double Eleven in 2013, there was a mainstream proposition in the industry: how to achieve online and offline integration?

This year's double eleven, taking the sanitary industry as an example, Jiu Mu with a turnover of 73.63 million yuan, the top sales of building materials and sanitary ware brands, Wrigley sales reached 44.37 million yuan, compared with the sales of Taobao shop more than ten times last year. Many of the brands that focus on sales on Tmall have achieved good results. Not only that, just this year, many home furnishing companies, including wooden doors, or related stores and distribution brands have chosen to focus on e-commerce channels. The enthusiasm of the home business to touch the net and lay out e-commerce seems unstoppable!

How to benefit from stores and dealers

Ma Yun and Wang Jianlin’s “100 million gambling bureau” may reflect the wrestling of offline channels and online channels. Ma Yun said that in 2020, e-commerce will replace physical retailing in the market by 50%. Wang Jianlin believes that it is impossible, with a bet of 100 million yuan. The last billion yuan gambling is just a "joke", but e-commerce will not be a "joke" to the traditional offline stores and dealers.

In 2012, the sales of Double 11 All-Friends Home exceeded 100 million, and it was squeezed into the top 3 of Tmall's sales, but the outcome was caused by a considerable number of dealers leaving. In 2013, the home store boycotted the Tmall O2O model, which made online sales not as good as expected. Most companies handled the double eleven online sales in a low-key manner.

How to deal with the contradiction between e-commerce and traditional sales channels has long been one of the crux of enterprises to start e-commerce. The general manager of a wooden door that is preparing for the e-commerce market next year said, "All domestic industries are facing an online and offline line. How to complement each other and how to match them. Every day, O2O is said, but if O2O is realized, then Not many people are doing very well."

Liu Yang, deputy general manager of Chengwai Chengjia Plaza, also believes that the current home furnishing industry has not yet made the O2O model a very successful case. "So far, it is more lessons than experience."

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