Home marketing is not good, furniture companies have entered the network sales

Online shopping is not new. If the home is engaged in decoration, tapping the mouse, sitting on the online shopping method of building materials and furniture, it is favored by many young office workers. After the furniture companies joined the third-party e-commerce platform, this year, three well-known home stores have also “touched the net”, and independently operated the online mall to explore the “online + offline” marketing model.

Annual transaction volume of nearly 1 trillion online transactions accounted for only 1%

At present, many online shopping malls such as Taobao, Dangdang, Jingdong Mall, etc. have opened home furnishings channels. Home textiles, furniture, lighting, home improvement and building materials are available online, ranging from sofas and cabinets to small hooks and screws.

Home marketing is not good, furniture companies have entered the network sales

The reporter compared the prices of some home improvement products and found that most online prices are 20% cheaper than physical stores. Some online hot-selling furniture sales can exceed 1,000 pieces per month. For example, a monthly sales volume of a single-seat sofa of 98 yuan will reach 1890 pieces; a monthly sales volume of 5.7 yuan/square meter self-adhesive wallpaper will reach more than 3,500 pieces; The monthly sales volume of mosaic tiles with a unit price of 7 yuan is as high as 8,000 pieces.

According to data from Taobao, in the second quarter of last year, the turnover of Taobao's home improvement materials reached RMB 1.7 billion, a year-on-year increase of 1.54 times; the turnover of bedding products reached RMB 1.3 billion, a year-on-year increase of 2.5 times; the turnover of residential furniture reached 1.4 billion yuan, an increase of 2.12 times. At the same time, the growth rate of the three types of home improvement materials, bedding, and residential furniture in Taobao Mall are 4.3, 5.3, and 5.6, respectively.

Taobao believes that the prospects for the home industry are still considerable. The annual transaction volume of China's home furnishing market is nearly 1 trillion yuan, but the transactions reached through the e-commerce platform account for only 1% of the total. The market space is very large. It is expected that the home furnishing industry will become the three major online shopping categories in Taobao. one.

With the online shopping malls such as Taobao.com and Jingdong Mall gradually getting better, nearly 100 traditional high-end furniture brands have entered the home improvement halls, such as Zhihua Shi, Hao Bai Nian Home, Kohler, Lejia, Shengxiang, Luolai, Fu Anna and other home improvement brands.

According to the reporter's observation, since the end of last year, domestic home stores have also accelerated the pace of exploring e-commerce. Yuexing Home's Yuexing Baishe Home was launched in October last year. This year, four home stores have opened or redesigned their online shopping malls, followed by Lanjing Mall, which is owned by Lanjingli, HYD, which is owned by Jisheng Weibang, Hongmei Mall, which is owned by Hongxing Meikailong, and Jinhaima Home Online. Mall.

In addition, well-known home chain stores such as Real Home, Ou Yada are also preparing for their e-commerce projects.

Adding a central warehouse to solve the "last mile" problem

However, at the beginning of this year, the news of China’s first professional home building materials e-commerce company, Beijing Home Easy Station Technology Co., Ltd., filed for bankruptcy and liquidation to the court still made the industry remember. Nowadays, all kinds of furniture e-commerce platforms have sprung up and it is really worrying.

Insiders pointed out that the development of e-commerce roads for large-scale household items is definitely a tortuous one. Only online and offline services can form a relatively mature system to develop.

In response to the saying that “ten companies are doing e-commerce and nine are failing”, Huang Jierong, general manager of Jinhaima Home Online Mall, explains this example from his own mall. This question is derived from online and offline conflicts. Perhaps from advertising marketing, interest distribution, product categories, etc., Jinhaima home online store implements the "online order, offline experience" mode. The offline experience is mainly achieved through physical stores in 22 provinces and cities.

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