2011 can be said to be the first year of home e-commerce, the discussion of the power industry and the media circle on the home industry in the field of e-commerce is also one after another. As of 2011-July, the turnover of Taobao's home furnishing industry reached 1.89 billion yuan, an average monthly increase of 24.9%, and continued to maintain rapid growth. It is estimated that the turnover of Taobao home online shopping market is expected to reach 4 billion in 2011. The home e-commerce boom has arrived, but can we say that the e-commerce business model of the home industry has been established? In fact, otherwise, there are still big flaws to be perfected.
Home e-commerce small items hot sale big furniture slow sales why?
The e-commerce potential of the home industry is actually huge, and the demand has not yet been fully released. The current explosive growth is concentrated in some small furniture products. The proportion of 2009 Taobao furniture per capita consumption of 50 yuan or less accounted for the largest proportion of 32%, while the consumption ratio of more than 500 yuan only accounted for 12.2%.
Obviously, the price of large-sized furniture products will not be less than 500 yuan. We can judge that in the sales of Taobao home furnishing industry, there are actually very few furniture belonging to large pieces of furniture. There is also a real need to exclude bathroom products. Then you have to cut off more than half of this 12.2%, and you have to be pitiful. The Jingdong network merchants, inquiring about the data of more than 5,000 yuan of furniture goods, only evaluated two products. It can be seen that as Taobao and Jingdong, the most successful electronic malls in China, the information transmitted by their data should be quite authoritative. We can be sure that at present, furniture products are still unable to break through the bottleneck in the e-commerce sector. The volume is very small. The reason, we can see that there are two points:
First, the logistics dilemma, home e-commerce development, the biggest obstacle
Looking at the current development trend of home e-commerce, the first to force and the momentum is the bathroom section, almost all the famous bathroom brand products can find sellers in Taobao, but the furniture brand has few Taobao sellers to ask. The reason is that furniture products are almost all large items, and various problems are easily generated in logistics. It is easy to be damaged during transportation. After the goods arrive, they will be transported upstairs. Who is responsible for the installation? There are also many buyers who need to communicate with the seller. In the event of a quality problem, the responsible party is not clear, and the seller has to face a number of problems that are difficult to solve. The problem has arisen. Is the manufacturer responsible? Is the seller responsible? It is also responsible for logistics, and many problems with unclear accountability will arise. This is the biggest problem limiting the development of home e-commerce.
In the e-commerce field, the "Qumei" furniture, which is at the forefront, has cooperated with Taobao, Dangdang, Jingdong, No. 1 Store, QQ Mall, and Sina Home. The transaction status of Taobao Qumei shop is very good. The overall score of the buyer is 4.7 points. The part of the loss is mainly concentrated on the delivery speed. A buyer with the ID "yzhu1679" commented - "The quality of things is okay, logistics is too weak." Viewing the reimbursement rate of Qumei Taobao shop is relatively high, reaching 13.15%, indicating that the household products in the e-commerce section is easy to cause dissatisfaction to customers, resulting in a higher return rate. Logistics is indeed the biggest challenge facing home electronics. Whether in the delivery speed or in the logistics process, various problems arise.
Second, the traditional channel and the network channel game is difficult to symbiosis?
Another problem facing the home brand is how to let traditional channel distributors share the results with online channels. The development of e-commerce will undoubtedly move the cheese of the dealers. Many consumers find that the same products purchased online are cheaper than the stores, and they are asking for returns. Such cases are not uncommon. There are also many consumers who are now going to the store to look at the styles, carefully compare the products, and then go online to buy home products, saving a lot of budget. At present, many home furnishing brands hope to coordinate the distribution of interests between traditional channels and network channels. They are not willing to stop in the e-commerce field, and they are not willing to let dealers feel that they are suffering from e-commerce.
Huang Jianming, general manager of Coolman's franchise business unit, revealed that the cool e-commerce solution in the company is very important to balance the interests of network channels and dealers. The headquarters does not earn fees, but the profits of the e-commerce channel. The installation costs included in it are assigned to the appropriate dealer. The general practice of other brands is that the prices of online and offline products are consistent, but the attractiveness of online sales is insufficient; or the product positioning of online and offline products is divided into sections, and the prices of online products are generally higher. Close to the people.
Throughout the Qumei online sales have become the brand's strength point, and offline, the number of specialty stores has reached 409; Gujia, more outlets than Qumei, is also beginning to vigorously develop e-commerce. Even the first deposit in Taobao, the offline store distribution and installation of buyers to the online Alipay to pay the remaining money, this process can more protect the interests of buyers, increase the confidence of buyers online shopping large furniture. The problems that need to be solved are mainly the problems of how to guarantee the quality of online shop order service when the support in the second and third tier cities is insufficient. The contradiction between the traditional dealer channel and the network channel's interest distribution is not dead, the key is logistics.
Mature business model will not be solved
In summary, we can easily understand that many difficult problems have hindered the rapid growth of the home e-commerce industry, and the e-commerce business model of large-sized goods is still immature. This is due to the fact that all e-commerce industry giants and home businesses are not successful. A big obstacle to solving. Although Taobao is an example, the total sales of furniture products in each month from January to December in 2009-10 has risen linearly, from the sales of more than 30 million per month at the beginning of the year to the highest end of December at 280 million. Sales. However, the market share of the home e-commerce market has always had a bottleneck, and it has not yet become attractive enough for capital predators. Once the business model is mature, it will be a combination of home e-commerce. Therefore, there are also many e-commerce platforms, home businesses, venture capital and even portal websites are paying attention to this piece. Once the market door is opened, it will be a beautiful blue sea.
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Jiangxi Yingkai Wood Products Co., Ltd. , https://www.anjufurniture.com