Can the furniture market in the autumn of October be “divided”?

In the autumn of October, it is the peak season of home improvement. In the cool season, the hard work of a few months is to live in a beautiful new house in the Spring Festival next year. For more and more people, it is not uncommon to buy some home improvement products online, but even large-sized furniture should be purchased online. Have you tried it? Burn out your home carpentry, furniture also open the era of online shopping!

Can the Golden Autumn October model dominate the online shopping of furniture?

Online shopping highlights: easy to buy, affordable, and can be customized

Because it is not like the high cost of simply hiring woodworking, and there is no cost of home shopping venue rental, decoration, samples, labor costs, many online home products are relatively low prices. Most of the furniture sold online is exported furniture, and the furniture supply itself is also cheaper. In some professional home online stores, the same European-style bed, in the furniture city, generally sells for around 5,000 pieces, as long as more than 2,000 pieces here.

In addition to the low price, the online furniture products are also very rich, American country, European pastoral, Chinese classical, Nordic IKEA... everything. If the door is not out, you can visit a huge furniture city. If you look at the products in the mall, you can find the same on the Internet. Not only that, some shops can also provide customized services, size customization is the most common, according to the style provided in the store, customized by the size requirements of consumers, the general cycle from 20 days to 1 month. There are some shops that also provide style customization. Consumers can provide their own styles, colors, and painting methods, which are customized by the online shop according to the drawings.

Convenient shopping methods, plus a much cheaper price than physical stores, and personalized services, online shopping homes are attracting more and more young people.

Three major dilemmas hinder the good development of furniture furniture online sales channels

Different from the service of purchasing and installing furniture in the mall, online shopping furniture lacks many after-sales services, such as delivery, installation and maintenance. Delivery and delivery are very inconvenient. After the goods arrive at home, many people will find that if the furniture is cracked, the paint will be touched, and sometimes the parts will be neglected by the seller. Good sellers will contact the return or mail the paint and ask the consumer to fix it. Installation, relatively complex furniture, self-installation is not easy.

First, the assembly time and effort, online shopping convenience has become a "virtual name"

We saw in some brands' online stores that for household products that cannot be assembled and used by themselves, such as cabinets, the measures taken by the merchants are to pay the deposit online, and then the next link is the same as the purchase in the physical store: the designer comes to the door, Pay deposits, installs, etc. However, such goods often have strict "saleable areas" restrictions, only accept orders from some cities, and for cities that do not have stores or designers, they do not accept orders. Liu Chunjie, director of the media public relations department of Meikemeijia Furniture, said in an interview that many home products do not have the features that DIY can install on their own, so they don't have to pursue online sales.

For example, furniture products, the problem is that a lot of furniture is transported by splitting, and then assembled in the consumer's home. These processes need to be carried out by a special installer. Therefore, the reserve and layout of professional installers limit the saleable location of the goods. Therefore, the steady sales of the brand's offline expansion is still the mainstream mode of household products.

It is understood that furniture suitable for online shopping should be similar to the IKEA model: encourage consumers to assemble themselves, flat packaging for transportation. It is precisely because of this that the tide of online shopping has also led to the innovation of traditional furniture design. For example, Qumei Furniture will be the first to introduce a series of furniture suitable for consumers to assemble themselves. However, not all brands have the ability to develop new products for online stores, and not all furniture changes can be turned into DIY. Therefore, online shopping is only a supplement to household products.

Second, logistics often has disputes, and after waiting, you have to "self-raise"

The characteristic of online shopping is that the seller never knows where the next order comes from. Due to the unbounded Internet, buyers of online stores also come from all directions. Mailing and distribution is the mainstream logistics method of online shopping at present, and the logistics link is also a big problem in the current online shopping market. Many complaints about online shopping come from logistics. Including time, security, etc. Merchants and consumers have also been involved in the damage caused by the goods when the goods have been shipped, or caused in the logistics, so there is a dispute.

Logistics problems are particularly evident in online shopping for home goods. Nowadays, merchants mainly adopt three ways to solve logistics problems. One is to entrust third-party logistics, the other is to buy the buyer from the door, and the third is the merchant's own delivery team. In the "small goods" of home furnishing such as home textiles, merchants mostly adopt third-party logistics, but they also browsed complaints about product damage in the buyer's evaluation, which has not been effectively solved. There are also large-scale furniture to use third-party logistics to distribute, but lack of professional transportation experience for related products, logistics companies are not willing to undertake this business, consumers and sellers are also worried about the damage and safety problems caused by goods in transit. This makes large pieces of furniture a rib in third-party logistics.

It is observed that Kohler's sanitary products are in the online store, and the buyer takes the way to the designated store. Many buyers said that "since the low price, the door will recognize it." Qumei Online Mall adopts its own distribution, but buyers in some areas of the distribution area also need to pay the freight, but the areas outside the distribution area are not eligible for online purchase.

Third, invisible, consumers are not at ease

After the Dafa Vinci furniture broke the false scandal of the place of origin, Jinan consumers also encountered disputes over the promotion of British furniture, but the chaos in the furniture industry did not affect the sales enthusiasm of the merchants. Recently, the Economic Reporter’s investigation found that “Golden September and Silver 10” has not yet arrived. The major home stores in the provincial capital have launched large-scale promotional activities. The price and brand chaos are particularly evident in the cabinet market, and even the network water army has helped. Only the erratic price and the uncompromising quality make it difficult for consumers to make choices.

In the general concept of consumers, furniture placed at home is a "big thing" anyway, which shows the importance of furniture in the family. The beds, chairs, sofas, and the homes that are used every day, just look at the beautiful pictures, do not sit up and try to lie down, it will not produce a personal feeling of trustworthiness. Experienced consumers also believe that the feelings of the details vary from person to person, and the introduction on the website is more vivid than the personal observation. This is the biggest flaw in the dry shop that can't replace the physical store.

At present, online shopping has relatively mature books and small household appliances, mainly because its consumption experience can be ignored to some extent, so most people give up the physical store and turn to online stores. However, household goods are different. For example, in the IKEA store, you can see the signs of “sit down and try” and “sit down and try”. The experience of home goods in the purchase is irreplaceable. Although Taobao Mall currently includes a physical experience store to match online store sales, consumers who are concerned about details and feelings are reluctant to trade online. I saw that I really bought it again, and I was relieved that I was still unable to change.

Status: price wars are extremely hot, extending offline to the network

The price war has become the norm in the competition of the cabinet market. On the 20th and 21st, the reporter visited the dozens of cabinet stores in Ginza Home, Red Star Macalline and other home stores. Whether it is a high-end brand such as Europa, Cobo Boloni, or a famous name such as Yinuo and Aiyijia. A little cupboard shop, all in the price reduction promotion. "There is a 3 meter package price, the original price is more than 20,000 yuan, including smoking machines, sinks, etc. Now only 16,000 yuan, more than 3 meters to enjoy a 20% discount." Ou Pai cabinet promoters said. In Hanli, Haier, Haozhaotou and other cabinets, in addition to the price of the discount package, consumers can participate in the shopping mall to hold a thousand back to 100 activities; I am happy to attract more than the gift shop With fewer customers, the sales staff told the reporter that they had received more than a dozen orders this week.

The reporter learned that the original price of a set of good music cabinets of 5.8 meters floor cabinet, 3 meters wall cabinet, plus quartz stone countertops is 22,000 yuan, and now only 17,000 yuan. On the grounds that the reporter reported that it was "similar to the price of other cabinets", he said that he planned to consider it again. The salesman said that he could "can still be cheaper." After some calculations, he told the reporter that "the lowest price was 13,000 yuan."

The decline of nearly 10,000 yuan, while making consumers feel the heart, but also let consumers doubt the value of the cabinet. According to the reporter, as far as the cabinet is concerned, the market price of ordinary quartz stone is between 200-300 yuan per length, and the expensive price is about 700 yuan per metre. The price of the brand is 1,500 yuan/meter, or even higher. The spread is obvious. Of course, it is also divided into quality and brand, but whether it is worth the money, the consumer can't distinguish it.

The network market is chaotic, and the big and small brands are mixed.

It is understood that with the popularity of the home improvement market in recent years, the status of cabinets in modern kitchens has also risen, and the number of uses is high, the frequency is high, and the time is long, so more and more people are willing to decorate the cabinets. Spend a big price. And the considerable profits have also made Haier, Midea and other companies that originally produced other products enter the cabinet market.

Despite the involvement of well-known companies, according to the reporter, the cabinet market is still mixed, and many cabinet brands are OEM. After the customers place an order, the cabinet makers will find a small workshop to produce. It is not uncommon for a processing plant to supply multiple brands in the market. The cabinets of “honored products” in small workshops will often become a well-known brand.

When investigating in various cabinet stores, the reporter also found that many marketers would tell consumers the rankings and word of mouth of their own cabinets on the Internet; among the consumers interviewed by the reporters, 7 out of 10 would search the brands online. Cabinet information.

This network tendency of consumers also makes cabinet makers compete for the position of the network. According to industry insiders, in addition to promoting their own brands, some companies even hire "water army" posts. When consumers post a question about a brand, it will weaken or even destroy the competitive brand. For example, in the Sohu home sticker bar, someone asked, "Is the cabinet of Zhibang useful? How about the quality?" There is a reply below. "The price is quite high. As for the quality, the brand is almost the same. You might as well check out our We are the price of the white crane, the quality of the Ginza, there is a physical store to visit, absolutely value for money, followed by the phone number.

A customer named Liu surnamed the reporter, although the "users' experience and evaluation will affect their purchasing intentions", the key to screening the network information is to look at the goods and shop around in order to buy the most cost-effective cabinets.

Low-priced "high imitation version" brand online shopping platform appeared

As long as you search on some well-known comprehensive online shopping platforms, it is not difficult to find that some well-respected home brands have become “imitation” objects, but this time they are not only products, but also “official online shopping platform”. Enterprise history, brand culture, product series, style classification, and even the purchase notice, these official online shopping platform's 'selling goods' are made comprehensive and exquisite, if it is not the inside of the brand, it is almost difficult to distinguish the authenticity.

"Want to buy branded home products, but a bit of retreat in the face of higher prices," for consumers like Miss, if you can buy these good products at a cheaper price, it is naturally difficult to temptation. Grasping this kind of consumer mentality, some 'high imitation' brand online shopping platforms have recently appeared in the same place, and the movement is not small.

The relevant responsible persons of many well-known building materials and furniture brands all said that when the trend of home online shopping became more and more powerful, a kind of 'high imitation version' brand online shopping platform came into being. They usually use the banner of the mainstream home brands to 'open the door to welcome customers', but the actual products sold to consumers are 'different' in the same outside, or goods taken from agents in the 2nd and 3rd tier cities. , only sell and not provide after-sales. Buying such furniture does save money, but it does not enjoy the services it deserves. The problems often occur later in the use.

The key to solving the problem lies in: innovation channels and models

Online shopping is no stranger to today, and it can be said that almost everyone will personally invest in it, especially a new generation of young people. In this age of fire, the large-scale furniture has quietly entered the e-commerce platform, and with the times to help forward, deeply loved and cared for by the new era. When our online shopping furniture market is behind the favor, what is the change? Is it a channel? Or mode?

[Channel is king] sing the main theme of the electronic age

First, the life and consumption habits after 80 and 90 laid a new marketing model. The times are constantly being refurbished, and our society is slowly renewing in the constant running. In the lives of these young people after 80 and 90, one word can also be used to describe, that is, "new", they like fresh Things, like new lifestyles, like a new era contrary to traditional society, constantly changing themselves in the world of self, breaking the shackles of old customs. In their generation of consumer definition, online shopping furniture is no longer a new endorsement noun, but changes their new life in real life.

According to a household market survey and statistics, in 2008, 81% of online shopping furniture merchants were profitable. In fact, in 2007, there were 76% of profitable online shopping furniture merchants. Most people in the relevant industry believe that in the younger generation, e-commerce is not only because of its own advantages, but also competes in the formation of “big cakes” in the furniture online shopping industry. New consumption habits and patterns are also a trend.

[Mode dominates] Detonation of the transformation of the marketing method in the home industry

A very real problem is that the ability of e-commerce has tried to solve the difficulties of the channel in the high cost era, and has delivered a fresh breath to the furniture industry. Under the approach of new channels, furniture e-commerce can be described as a welcome In the era, there has been a new improvement in the market. Just how to start a new marketing model can be achieved in one go, only to achieve: less, chasing fashion, online shopping for furniture saves time and effort; old, not at ease, online experience experience!

Reality problem: the actual experience does not enter the network platform

A very real problem is also an inevitable problem in the furniture e-commerce industry. That is, even if the online shopper has thousands of good things, it also has a place that cannot be used because of the actual experience in the traditional furniture industry. How does it go to the web platform in our daily lives?

In the words of industry experts: In the present, I am afraid that we mainly focus on whether the online shopping furniture market can become the mainstream of the times, but need to focus on how the furniture industry can do e-commerce, and do a good job in the online shopping furniture market. This piece can't be relaxed, because you have to consider other factors that are not conducive to furniture e-commerce, try to perfect them, the actual experience in online shopping furniture is a primary barren area that needs to be solved.

Solution: The combination of online and offline double swords defeats the experience of barrenness

In the online shopping furniture market, how to replace the future of e-commerce will directly affect the entire consumption and marketing model. In the face of the extremely poor experience, we must do a good job of basic preparations. In a word, we must listen to the people and carefully cultivate the market segment of online shopping in China.

New channels and models, like the soul of life, give new opportunities to the online shopping furniture market. In this crazy e-commerce era, the construction of channels and models is a solid backing for the growth of the online shopping furniture market. It can also be said that it is furniture electricity. Businesses can't miss the future!

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