2010 is a tough year for the furniture market. Due to the pressure of the property market downturn and the high entry fees of the channels such as Red Star Macalline and Real Home, the overall sales volume of the main first-tier cities in the country has declined.

Wang Jinfu, the person in charge of e-commerce of Ximengbao Furniture Co., Ltd., told this newspaper that Ximengbao needs nearly 50 million single rents, accounting for more than 25% of sales, in stores such as Red Star Macalline and Real Home. Even so, it is not "you can enter the money, you need to have a certain brand awareness," Wang Jinfu said.

In this context, online sales channels, including Taobao's home improvement museum, have begun to be valued by furniture manufacturers. Wang Jinfu revealed that many companies have intentionally entered the "offline experience" and "online shopping" seamlessly connecting new channel models, and e-commerce giants including Taobao have begun to try "virtual network integration of the real network", layout home Offline stores, providing "standardized, customized" products.

Vendor change

At the beginning of the new year, the new "National Eight Articles", the local property tax pilot dust settled, the loan interest rate, the CPF deposit and loan interest rate increased... The real estate industry once again ushered in a storm of regulation, accompanied by the optimism that the home market is still spreading .

In addition, rising exchange rates and rising costs will also have an impact on home exports. Home-based manufacturers that are overcapacity have suffered from multiple attacks. In addition, the traditional furniture industry has been subject to sales channels all the year round. How to break through the traditional channels has become a major event for furniture manufacturers. .

“In terms of total volume, it is a foregone conclusion that the home market is plentiful in 2011. The 'price war' is expected to become the main tone of competition in the home industry this year; at the market level, fierce competition will further intensify the channel strength, and it is imperative for many home manufacturers to expand new sales channels. "The industry insiders said.

A floor sales manager in Dongguan told this newspaper that just after the Spring Festival, the company adjusted its marketing strategy this year and placed the new channel expansion in the first place. He said, "The company has set a sales strategy for the coming year, and it is not uncommon to suddenly change the established market strategy."

China's 2 trillion yuan furniture market does not have a billion-dollar enterprise, and the largest all-friends furniture is only 7.5 billion. The furniture industry is highly fragmented and has a bearing on the nature of the industry and its channels.

Analysts said that the strong market channels dominated by the domestic home furnishing industry have been in existence for a long time. The more the market is bearish and the competition is fierce, the more powerful the traditional channels are, and the higher the cost of channel expansion.

In this context, home manufacturers have to find new channels. Since the market downturn last year, the pace of strong brand self-built channels has accelerated significantly, and many second-tier brands and export-to-domestic manufacturers have tried the home shopping model.

Wu Hao, the director of all-friends furniture marketing, told this newspaper that the channel has been very strong for a long time. At the beginning of this year, the national furniture dealers set up a distributor association in Shenzhen, which is also a consortium established for the current situation of strong channel dealers, in order to seek breakthroughs and breakthroughs.

In recent years, many companies that have made furniture sales abroad have been inspired. Many foreign partners have matured their online sales model, and the management of the company attaches great importance to e-commerce.

Test water e-commerce

With the launch of the Taobao Mall home improvement hall, it means that the combination of home manufacturers and e-commerce began to test the water. First of all, the e-commerce price advantage breaks through the high cost of traditional channels; secondly, the network makes it possible for home manufacturers to expand the national market in the shortest time; the most important thing is that online shopping homes conform to the consumption habits of future consumption.

Analyst Chen Shou, an analyst at Analysys International, said that furniture products are relatively more personalized, and that cooperation with wired channels will be more effective. The offline experience store will increase the cost of marketing display, but it is still much less than the traditional channel.

On the Taobao Mall home improvement platform, major well-known manufacturers involved in furniture, building materials, sanitary ware, lighting, home textiles, etc. have settled in, and now it has reached nearly 3,000.

Wang Jinfu told reporters that Ximengbao’s physical store in the first-tier cities is in line with the Red Star Macalline and the Real Home. The online sales are nationwide, and the investment in the online market is gradually increasing. "The network has been upgraded to the important strategic points of the company." Wang Jinfu said.

It is understood that in the Guangzhou, Jiangsu, Chengdu and other places where home building materials are active, e-commerce-based offline stores have become a hot topic for many home manufacturers. According to the relevant person in charge of the "China Home Building Materials E-Commerce Summit Forum", which will be held in Dongguan, an important furniture manufacturing base in China, the new channel model based on e-commerce will be an important topic of the forum, and will be "offline experience" and The new channel model of “online shopping” for seamless docking will be widely watched.

Towel

NINGBO JINMAO IMPORT&EXPORT CO.,LTD. , https://www.webrightsource.com