According to a report by the USA Today Furniture Magazine, the total sales of the top 30 online furniture retailers in the United States in 2013 exceeded $80 billion. According to comScore, an Internet traffic statistics company, the online sales of American furniture has been growing since 2010, reaching $92 billion last year, accounting for 3.9% of total furniture sales in 2013. In contrast, according to the statistics of the Speed ​​Chart Institute, the offline size of China's home furnishing market in 2013 was 1.8 trillion, and the online scale was 70 billion yuan, accounting for 3.9%. Zhu Changling, president of the China Furniture Association, once said that “When B2B, B2C, C2C and other e-commerce business models are maturing, consumers are increasingly demanding experience, service and integrity. O2O online orders, offline The mode of experience makes up for the shortcomings of e-commerce. It is based on service marketing, opening up markets for the majority of businesses, increasing profits, and bringing more convenience and benefits to consumers. If you simply rely on online or offline The single sales, this certainly can not go very far, so the combination of online and offline, this model is the ultimate ultimate model of our entire home industry." August 23, 2014, Lin's first O2O furniture The experience hall will be successfully held in Foshan. Then, on the increasingly competitive furniture e-commerce 020 platform, what should Lin's wood industry do to break through? Five questions are waiting to be answered. Does the O2O Furniture Experience Hall have a national layout? How many consumers can an online experience hall cover? How many times does the customer who lives in Beijing feel the chance of inspection at Foshan? If it can't be effectively and reasonably planned, what is the difference between the traditional furniture companies rectifying the offline stores and the auxiliary online e-commerce stores? Let's take a look at Melody. In April 2011, the first home experience museum of Melody Furniture Network opened in Chengdu, and it was the first in the country to realize the online “Mele Music Furniture Network†and the offline “Mele Music Experience Hallâ€. "Based on the "dual platform O2O" business model. Up to now, Melaleu has opened more than 300 experience halls across the country, covering nearly 200 large and medium-sized cities across the country. Does Lin's Wood 020 Furniture Experience Hall have to catch up with this number? Regarding the layout of the store, Wang Xingang, the chairman of Yuanmei Home, gave the suggestion of “Dacheng small shop, small shop, small shop, and rural independenceâ€. Although Lin is an online furniture brand, it does not necessarily need such a dense terminal. However, the experience hall is set up in a relatively independent area, and the use is more than just inspection. So naturally lead to the second point. Are after-sales and logistics self-built? In December 2013, Melody's “Limited Time†service was officially launched. The service area covers nearly 100 cities across the country and is backed by Melaleuca Furniture Network Building Materials City. Melaleuca has established 14 large warehouses nationwide to enhance its supply capacity to the Southwest, North China and Central Plains regions. Also this year, the big brother of the express delivery industry, Shunfeng, announced the opening of 518 offline online shopping service community stores in the country - "hacker", layout O2O. It is reported that more than 3,000 will be laid out across the country, and 30,000 will be laid in the future. Leverage your own strong logistics network, and manage your own 020 side business. As the manufacturing industry does 020, do you feel some pressure? At the end of April 2013, Suning Tesco began piloting the “Suning Tesco Comprehensive Service Zone†in some physical stores in first-tier cities such as North, Shanghai, Guangzhou and Shenzhen. Mainly provide goods from the mention, goods return, commodity maintenance consulting and value-added services four major services. To build a complete Suning after-sales service chain. At present, both Suning Tesco and offline physical stores share the back-end warehouse in logistics, sharing the logistics built by Suning Yunshang. In contrast, Lin's wood industry has only laid out a channel for Tmall. Since 2011, we have worked with some local service providers to solve the problem of distribution and installation. Now we still use the third-party service providers nationwide to provide distribution and installation after-sales service in more than 500 regions across the country. It is said that asking for people is better than asking for help. Will Lin's wood industry continue to rely on third-party services or self-built teams in the future? After Suning opened up the “online and offline†price, it actively guided consumers to pay attention to the comprehensive value of goods rather than price and promotion. This will subvert the consumer psychology that consumers think online must be cheaper than physical stores. So let's talk about the price system. Is the online and offline the same price? The cost of promoting Merlot's physical store rentals is around 12%, which is about 30% lower than the 40% of traditional stores. Melaleuca believes that the Melaleuca 020 model combines “parity†with “experienceâ€. It retains the “net price†feature of furniture prices of only 1/2 to 1/5 of large stores, while consumers can also I went to the local experience hall to see the goods and went to the site to inspect the quality of the furniture. In the interview with a certain media, Ma Canxing, the general manager of Lin's Wood Industry, said: As long as the products sold by Lin's Wood Industry want to be an open and transparent price system, consumers can compare the same brand or different brands online. Lin's wood industry only guarantees that when consumers choose to get it, they can get better discounts. As for the promotion of deliberately pulling up the online price, this is not the style of Lin's wood industry. Therefore, the Lin's Wood O2O Furniture Experience Hall officially opened, and consumers who are interested may wish to compare prices on the spot. Is it open to absorbing third-party brands? On March 15th, Qijiawang Kunming Building Materials Experience Hall opened in the harmonious century. In the 10,000 square meters of the venue, Marco Polo Tiles, New Zhongyuan Tiles, Lance Shower Room, Merlin Sink, Del Floor, Ruibao Wallpaper, 100 V Cabinet, Aopu Yuba, Top Ceiling, Fangtai Kitchen, Boss Chef First-line brands such as Electric, Smith Water Heater, Eagle Sanitary Ware, Hao Laike Wardrobe, Hengjie Sanitary Ware and so on have settled in. In addition to the Merlot self-operated brand, Chengdu Melody Home Plaza also has a large number of third-party brands. Yihua Wood, Xilinmen, Hengkang, Si Kexin, Lihao and other well-known home brands have reached a strategic cooperation agreement with Merlot. Consumers can experience more concentrated household products at the store. There are too many cases around, and they all follow the opening experience - the idea of ​​brand joining is expanding. Foshan Ali Shunlin Furniture Co., Ltd. has many independent brands such as: Lin's Wood, Kay Lian, Lin, Ke Shadi, Kafani, and his wife. In the future, Lin's Wood 020 Home Experience Museum will display its own brands and company brands. Will it be open to third-party brands? How to guarantee product quality? In 2013, Lin's seven major stores jointly became the No. 1 in the Tmall double-11 furniture category with a performance of 160 million. On the 619th day of the Tmall residential furniture category hot brand rankings, Lin's wood furniture flagship store ranked first with a turnover of 50.48 million, the number of transactions reached 28,000, the number of transactions was 23,000; the second is The transaction volume of Quanyou Tmall flagship store was 28.57 million, and Gujia Home ranked third with a turnover of 24.91 million. In addition, the daily trading volume of Lin's brand Kay Lian in the 619 also reached 8.46 million, ranking 11th in the same store. But the high return rate behind beautiful sales is also an unavoidable sale. According to China Industry Research Network, Mr. Bi of Yuhong District of Shenyang City spent more than 30,000 yuan to purchase the "Mele Lele" brand solid wood furniture. When he arrived home, he found that there were many cracks in the furniture of solid wood. The dots on the solid wood handrail of the sofa were questioned by consumers as "repaired old furniture." Ms. Zhao of Weihai, Shandong Province purchased a set of four-seat sofas through the Linbao Wood Taobao Mall for 5,800 yuan. After arriving in June, it was only used for 2 months, and one of the sofa seats collapsed. So Ms. Zhao posted a message in the “Consumer Complaints†section of Huasheng Online. According to the news of the evening newspaper, the Tmall store of Mr. Han’s Lin’s wood industry purchased furniture worth nearly 4,000 yuan. When the goods were delivered to the home for installation, they found that there were many bumps and paint drops on the surface of the furniture. There have even been cases of deformation and falling. The merchant responded that the furniture was damaged during the transportation process, so it could not be returned and refunded, but the repair materials could be provided and the workers could be arranged to repair the door. E-commerce is an emerging productivity. Although it has changed the way of product sales, its product quality is still the lifeline of the healthy development of e-commerce. Whether or not the quality issue is important will directly affect the development prospects of e-commerce. Enterprises are the responsibility of the quality of e-commerce products. Whoever can grasp the quality can survive in the fierce market competition. No matter which test water 020 will encounter such common problems, can Lin's wood industry propose a better solution here? Read more >> Is Lin's Wood Industry the next Melody? Lin's Wood Industry Response: Who is the replica of the 020 offline experience hall?
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