Nowadays, online shopping has increasingly become the main purchase method for the younger generation. On November 25, Minister of Commerce Gao Hucheng said that in the past five years, China's online retail sales have grown nearly 30 times. In the first half of this year, the number of group purchase users has exceeded 100 million. E-commerce is on the rise, and has a huge impact on the offline sales of clothing, electrical appliances and digital products. But online sales in the home industry have been tepid, and this market is one of the embarrassing cakes of e-commerce. Just this year, in order to occupy the home building materials market faster, Tmall tried to launch the O2O strategy, and proposed online and offline linkages to encourage online merchants of online brand stores to hang LOGO, post logos, scan QR codes, and receive discounts. Vault and install the POS machine, and send the money directly to Alipay. Tmall's online transaction, offline experience of the wishful thinking, is considered to be the core way to challenge the management of the home store unified cashier, so this move was boycotted by 19 home furnishing stores in Beijing, and began a close-knit The e-commerce counterattack. According to a report released by the China E-Commerce Research Center, the transaction volume of the online retail market in the first half of 2013 was 754.2 billion yuan, a year-on-year increase of 47.3%. As of June 2013, the number of online shopping users in China reached 277 million, a year-on-year increase of 29.4%. In the first half of this year, the national group purchase market transactions amounted to 23.988 billion yuan (including the group purchase platform), which was 63% higher than the 14.65 billion yuan in the same period of 2012. Gao Hucheng predicts that in 2015, China's e-commerce transaction volume will exceed 18 trillion yuan, and online retail sales will account for more than 10% of total retail sales of consumer goods. The home squatters saw that the e-commerce is an irreversible trend in future sales, so at the same time they resisted the pace of e-commerce and seized the online market. Just one week before the “Double Elevenâ€, the O2O e-commerce project “actually online†was launched, aiming to build the first high-end O2O model e-commerce platform in the domestic household building materials circulation industry, and also said that it would cancel the entry of the cooperative manufacturers. Fee, service fee. As of December 3, "real online" sales of nearly 14 million, actually online general manager Wang Xiaokang said that in 2014, the home will be more in-depth promotion of online and offline integration strategy, truly add value to the business. In July last year, another home giant Red Star Macalline entered the e-commerce market with low-key, and its e-commerce platform “Hongmei Mall†was launched, and was renamed “Xing Yi Jia†after this year's revision. During the “Double Eleven†period, “Xing Yi Jia†held a promotion activity from November 10th to 12th. It is reported that recently, Red Star Macalline is in contact with Suning, and the wholly-owned subsidiary products will be placed in the open platform of Suning. IKEA, which is known for its experiential marketing, also said that it was considering entering the e-commerce field at the end of last year. At present, IKEA has launched e-commerce business in only 10 countries, but the product range is limited. Zhang Ren, secretary-general of the China Building Decoration Association's Residential Decoration Committee, said that home-based stores have an inherent advantage in doing e-commerce. They have a good brand and customer base, and they can get a return with a little promotion and cultivation. Some electric business people said that at present, home furnishing companies have really started to do electronic shopping malls on Tmall and Jingdong platforms, and more are building their own electronic malls to effectively realize online and offline interaction. Achieve more profit with the online sales of the auxiliary line. According to industry analysts, the main reason why home furnishing companies have not shown an advantage in e-commerce is still the purchasing habits of consumers. The value of furniture is too great. Ordinary consumers usually look at the style online, and then go to the store experience. Realize the purchase. Apart from some small household products, there are not many direct online transactions. Building materials, furniture, etc. require an order cycle, and shipment and transportation are different from general products. It is understood that all the products of Fusenmei Home Online Mall are arranged by the merchants to arrange the distribution, and the online mall urges the distribution of the merchants. Wu Baolong, the deputy general manager, emphasized that a balance of interests can be found between e-commerce and offline. If you let the online and offline interact effectively, it will have an advantage over the simple home e-commerce. These home stores have built their own online shopping malls, using online and offline mutual drainage to fully mobilize online and offline resources. Offline coupons are available online, online gifts are received offline, and online and offline are tried in marketing strategies. At the same time, according to the pursuit of product personalization by online consumer groups, a large number of targeted products have been launched. They not only set up new e-commerce institutions, but also realized online and offline product and price synchronization. "The move is to attract people, seize the e-commerce platform, and strive for initiative." A home industry official said. In the traditional mahogany furniture industry, many manufacturers believe that the online mall is only a supporting role for sales. Wu Bihong, general manager of Beijing Ruixiang An Classical Furniture Co., Ltd. said that mahogany furniture is hundreds of thousands of millions of dollars, not many people will be directly online. Buying, at most, to understand the information online, look at the style of the store route.
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