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“The growth of home e-commerce is evident from Taobao Mall. In the first half of 2011, the growth rate was 468% in the first half of 2010. The typical representative is a traditional brand touch net, such as Qumei Furniture and Gujia Craft, and the other is fast. Growing Amoy brands, such as Otto and Lin's Wood." A big home story.
The expert boldly predicted that the growth rate of 2011 will be at least 200%. He also said that Taobao and all merchants and partners are cooperative, Taobao will not do self-employment, but to retailers, manufacturers, Channel providers provide a platform for development.
At the same time, experts pointed out that there are many opportunities in the furniture industry. In order to reconstruct the new ecological chain of furniture, four major systems can be built, namely, a win-win partnership system, product display and trading system, distribution and installation service system, design and construction service system.
Compared with Japan, China's "cavity" product prices are not "popular", which is a very interesting phenomenon. In this regard, Bai Xiaoxi CEO Li Xiaoliang believes that this is a clear indication of the brand. For example, Baiwuxi's positioning is a young artist, so different materials will be used to give different tastes to the products, in order to tap the customer's preferences.
Nowadays, furniture products are polarized, that is, “low-priced small commodities and the 4th floor and 5th floor of shopping mallsâ€, while Changwuzhi provides products of high quality, beautiful design and reasonable price for the middle class. “Buy is not a function, but a way of life, that is, luxury goods, so the price is not the most important.â€
“Localization†is about to improve the quality of service. The keynote speaker of this part, Li Lina, senior expert of Ali Research Center, shared the most cutting-edge models with everyone. The sand collection model is typical of home e-commerce in underdeveloped areas. By 2010, there were more than 1,000 farmer net merchants in Shaji Township, which opened nearly 2,000 online stores, including 200 furniture manufacturing enterprises and more than 20 supporting service providers. Li Lina believes that e-commerce can give powerful "commercial capabilities" to underdeveloped regions, and informationization has driven the rapid development of industrialization.
The offline store, the new home network experience + service, and the factory information production multi-integrated mode. This model based on consumer customization needs is also known as “B4Câ€, emphasizing customer-centric two-way interaction. It can be seen that e-commerce is also helping the traditional industry to make a full-scale transformation.
The second forum with the theme of localization of the home industry, Lin Zouyi, general manager of Lin's Wood Industry, Shengu, Director of Taobao Life Category Operations, Mr. Jiang Yijun, President of Time Media and Editor-in-Chief of Decoration, participated in the discussion session, and nowadays, home e-commerce The most concerned about the localization after cross-regional sales - storage support, large-scale logistics, localization installation, after-sales service and other issues to discuss.
Lin Zuoyi, general manager of Lin's Wood Industry, believes that consumer online shopping furniture products tend to focus on after-sales problems in distribution and installation. The “last 1km†may be a problem that restricts the development of home e-commerce. “One is offline service and the other is customer experience,†Lin Zuoyi said. “I hope to work with TP service providers to provide better service to consumers.â€
Traditional enterprises should "take advantage of the situation"
Furniture e-commerce, what else can we offer in addition to low prices? How does the manufacturing industry handle the shift in channel balance and operating model? How does the circulation industry deal with the pseudo-propositions of online and offline conflicts? In the e-commerce circle where burning money has become a habit, how can traditional enterprises avoid business risks and get out of the "must burn"? How to quickly build a composite e-commerce team?
Zhang Ying pointed out that in the United States, traditional enterprises are the main force in the online retail market, and furniture e-commerce accounts for 19.8%. Among the next Top500 online merchants, furniture e-commerce has grown rapidly, with an increase of 19.93% in 2010. In China, from the Taobao channel, Kohler, Jiumu and other enterprises represented by sanitary ware have entered the field of e-commerce. The sales in 2011 are growing rapidly. It is expected that 2011 will become the home e-commerce year.
According to this, he believes that the scale of home e-commerce will reach 20.5 billion in 2015, the online shopping scale will increase by 249%, and the online shopping rate will reach 17.5%. Home e-commerce will also become the "next gold mine" after apparel and 3C digital.
At the same time, he also expressed his understanding of e-commerce trends. First-time entry will bring about changes in categories. Traditional enterprises have begun to use e-commerce, and the "O2O" model will realize online and offline organic. Fusion. For traditional enterprises, he suggested actively responding and arranging the e-commerce market as soon as possible; taking advantage of the strengths and weaknesses, and paying attention to giving play to their existing advantages, so as to achieve "borrowing the ship to the sea", "following the trend" and "taking the wind and breaking the waves".
Compared with the fast-moving consumer goods industry such as clothing, the integration of the furniture industry and e-commerce has been slowed down by half a shot. How traditional enterprises have become more and more important to enter the home e-commerce field has become a hot topic in the industry. Subsequently, Wu Ronghua, general manager of Boyang Home Textiles E-Commerce, Gan Lin, general manager of Shanghai Jinshuilian Household Products Co., Ltd., and Ye Ning, head of the home industry of Alibaba International Station, discussed this.
Gan Lin, general manager of Shanghai Jinshuilian Household Products Co., Ltd. expressed his opinion: "Many traditional enterprises have a headache that is nothing more than a trade-off between interests and breaking the original business model, in order to better grasp this opportunity."
Wu Ronghua, general manager of Boyang Home Textiles E-Commerce, agrees with this. He summarizes his views with the word "determination". "As long as the big boss makes up his mind, many problems can be solved."
Many experts expressed their support and encouragement to traditional enterprises. They believe that many years of OEM manufacturers have already had excellent strength. At this time, they need to use platforms and media to promote. E-commerce has many ways to play, for traditional enterprises. In other words, furniture products have great opportunities to do e-commerce.
The future changes in the furniture industry have greatly changed the "marriage" on the offline line.
The future of the furniture industry will show tremendous changes. In the second quarter of 2011, the scale of China's online market transactions increased by 76.7% compared with the second quarter of 2010, reaching nearly 180 billion yuan.