O2O mode of the touch-net action in the flooring industry

Because of the overall situation of market networking, the entire home furnishing industry is hazy, and some companies are even facing the tide of closure, and the flooring industry is no exception. After experiencing the closure of last year, many households, including flooring retailers, have “touched the net” this year. "We hope to explore new outlets through e-commerce channels."

Mo Yanqing, an analyst at the China Electronic Commerce Research Center, also told reporters that with the boom in e-commerce, offline home store business expansion will be a trend, but the online is a supplement to the offline, can not Rely on the Internet completely, because home products have a greater need for consumer experience.

In addition, Jiuzheng Building Materials.com believes that pricing and logistics have also become the challenges that online home sales need to deal with.

Statistics show that domestic consumption of first-tier urban residents has become saturated, sales per unit area of ​​domestic stores are declining, and low-cost, high-yield third-tier cities are increasingly becoming the main positions for home stores. E-commerce is becoming a "highway" for the rapid development of traditional home retail. E-commerce has the advantages that traditional marketing channels cannot match: low cost of sales, precise positioning of target customers, one-on-one marketing, and rich and comprehensive information. Not only that, but e-commerce can also help home brands build up word of mouth and cultivate fixed consumer groups.

Some people in the industry believe that it is a good thing for businesses and consumers to “touch the net” for home businesses such as the floor, which can save costs and adapt to the trend. This is undoubtedly a great survival rule for the current sluggish home retail market. .

However, some people in the industry have stated that household products such as flooring have their own particularities. “Touch nets” will lead to many specific problems: First, consumers cannot obtain sufficient consumer experience online, and thus they cannot accurately measure the volume and texture of products. Their grasp will affect their decision to make purchases. Second, household products are bulky, difficult to transport, and vulnerable to damage. Therefore, return goods are bothersome and costly, especially logistics costs. Third, the logistics and after-sales requirements of household products. With high and complicated processes, it is difficult for enterprises to handle the relationship between after-sales, logistics, and existing channels.

Jiuzheng Building Materials Network understands that online pricing may hit the offline price system. At the same time, e-commerce may have certain requirements on suppliers in terms of price, which will squeeze the profit space of suppliers and affect the cooperation of both parties.

For a floor company to successfully expand its online business, it must consider how online marketing integrates with physical display, and ultimately highlight the core competitiveness of cheaper prices, while at the same time protecting the existing price system and distinguishing between some online products and offline products. These are the issues that must be considered when home companies enter e-commerce.

The online business model of home stores is still at an exploratory stage. Zhang Jing believes that home electricity providers should adopt some promotional methods that are different from those under the line, such as providing free design and other services.

The industry believes that O2O is the best sales model for flooring and other home industries. One of the best cost-effective models is the online and offline store interaction and collaboration, forming a community of interests. Some flooring companies also plan to rely on e-commerce platform to achieve effective integration of product flow, logistics and customer flow, and explore a cross-border transformation path of “online sales, line inspection”.