The home improvement industry is keen on the era of online marketing channel reform. Under the market economy, companies have always attached importance to the construction and maintenance of channels. "The era of channels is king" is a game rule that all companies have to abide by. In the field of commercial circulation, there is a saying "success channel, failure channel", e-commerce has become the trend of the market, many home brands gradually realize this, and began to share the cake brought by the profits brought by e-commerce platforms. It is understood that well-known home furnishing companies such as Qumei, Sacred Elephant, Nature, Kumanju, Ruibao Wallpaper, Hua Nai Lijia, Ximengbao, TATA Wooden Door, etc. have already begun to test e-commerce. Fight for share and escort.
Online sales of home improvement industry grow against the market
The home improvement market is severely affected by the unfavorable factors of the new policy of the property market, but unlike the weak physical market, online, the home improvement retail industry has grown against the trend and transactions have been extremely hot. An e-commerce person said that e-commerce has the advantages of lowering channel costs and not being restricted by geography, so its ability to withstand stress will be stronger. And more and more consumers are starting to shop online, which is boosting the expansion of the online shopping market in the home improvement industry.
In addition, the post-80s group usually relies on online search information, and has an irresistible favor for online shopping, including the purchase of household goods, which also highly depends on the online platform. For this reason, home e-commerce platforms represented by Sina Home Shopping Mall, Taobao Home Improvement Museum, and Home Owners have sprung up, attracting widespread attention in the industry. Famous home improvement brands such as Kebao Boloni and Shichuang Decoration are the beneficiaries of e-commerce.
Furniture marketing model is maturing
Although the furniture industry has recently entered the online shopping market, many furniture merchants are striving to grab the fresh cake of online marketing. It is understood that today's online furniture e-commerce sites are divided into three categories: the first category is a website established by relying on physical store furniture stores, such as Red Star Macalline; the second category is its own manufacturers and certain well-known brands, The establishment of a furniture online store is on the one hand to promote the brand, on the other hand is to add a sales channel, such as Qumei, etc .; the third category is to have neither a physical store nor its own brand, independently establish a website platform and establish with some furniture brands Mutual assistance and cooperation, online sales, such as the Melaleuca furniture network focused on the furniture network platform.
Among furniture companies, the first to touch the Internet was Qumei Furniture. From the beginning of entering the e-commerce channel, Zhao Ruihai, the president of Qumei Furniture, believes that online consumers will not pay for such a big piece of furniture. Become the main channel of Qumei furniture sales, Qumei furniture channel reform is the most representative. Zhao Ruihai said that in June 2009, Qumei Furniture's "eWorld" online mall was officially launched. Subsequently, Qumei Furniture Taobao Mall also opened. Qumei became the first company to touch the net in the traditional furniture industry. Watching furniture in an experience store and ordering online purchases have attracted the attention of many young netizens. More importantly, Qumei used this to break through the barriers created by traditional sales channels between companies and consumers. "By November 2010, our online sales platform has quadrupled sales revenue, and online sales have accounted for 40% of the total." Zhao Ruihai said that online marketing has become the main sales channel for Qumei Furniture.
Flooring companies are competing to test the water marketing market
Unlike the "May 1" promotion every year, in addition to various discounts on physical stores, many flooring companies have intensified their network promotion efforts. Eight first-line flooring brands including Living House, Sacred Elephant, and Natural Flooring launched a "spike-killing" activity of 1600 square meters of high-quality flooring-without the same price as others, the lowest bidder can press You can buy the floor of your choice at 50 square meters at this price.
Liu Shuozhen, chairman of Living Home Flooring, said that the post-80s growing up in the network environment is becoming the mainstream consumer group. For companies, whoever takes the initiative in online marketing will gain control of the future market.
Although Internet marketing is still in the trial stage, Liu Shuozhen asserts that Life Home has inherent advantages in network marketing, and the biggest advantage is that Life Home's ideas and products have a natural sense of closeness to the post-80s. "Look at it, like it", this is the most intuitive impression of young consumers from the Internet on life home products. In building materials cities and supermarkets, differentiated products have created a huge competitive advantage for living home floors; in network marketing, this advantage is more obvious.
It is also understood that group buying is the most common online marketing method for living home floors. With the popularity of fashion floor products and the cooperation of more than 1,000 terminal experience stores, the group buying organized by living homes has almost burst. Liu Shuozhen said that although from the current point of view, the service advantages of Life Home can not be reflected in online marketing, but Life Home believes that by shaping the service brand, it will definitely win more consumer and social recognition.
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