Since the first year of home e-commerce in 2011, many traditional home furnishing companies have touched the net. Nowadays, home e-commerce has reached its third year. Although there is no such thing as the expected prosperity of the financial resources, it is led by Red Star Macalline. The traditional home industry giants are still in the market introduction period of this home e-commerce, and constantly seek to break the road of home e-commerce by changing marketing thinking, strengthening the attempt and exploration of online and offline integration. Home E-commerce bureau According to China Industry Consulting Network research data: in the United States, home e-commerce accounted for 19.8% of the proportion, while China's home e-commerce "cake" is expected to grow to 2015 billion to 2015, online shopping scale increased by 249%, online shopping rate Will reach 17.5%. At the same time, according to Tmall data statistics, in 2012, Tmall's home furnishings and home furnishings turnover reached more than 34 billion yuan, an increase of 300%. According to industry analysts, from the data point of view, although the market development prospects of home e-commerce are very good, but now the whole industry seems to be in a dilemma, first of all, household products as durable consumer goods, "quality" requirements are very high, pure online sales in It takes time to build brand trust; secondly, the particularity of the home market makes it difficult to guarantee the user experience of the consumer; finally, the traditional home enterprise does not adjust the existing internal resources and operation mode of the enterprise, and needs to avoid online and offline. Reconciling contradictions. The person in charge of Red Star Meikailong Xingyijia said that although the proportion of online sales in the overall market is still relatively small, the home e-commerce will be the mainstream development trend in the future, and Red Star Macalline will also be at home. The e-commerce breaks the road and tries and explores, and finally makes a difference in this emerging market. Strengthen brand communication and quickly build consumer trust As the home e-commerce platform has become the "standard" of traditional home furnishing companies, it has become the top priority to seize market opportunities. Recently, the traditional home furnishing industry brand Red Star Macalline said that the development of home e-commerce has entered a decisive moment. Red Star Macalline will further promote e-commerce development, focusing on strengthening the brand connection of Red Star Macalline to e-commerce platform. , quickly establish consumer word of mouth. Household products are mainly consumer durables. Consumers' demand for quality is far better than fast-moving consumer goods. As the online platform of Red Star Macalline, Xingyijia can rely on the strong brand of Red Star Macalline to quickly gain the trust of consumers. , in the shortest possible time to accumulate the most valuable word of mouth assets. According to the relevant person of Red Star Macalline, the 118 stores in the country have become the strong backing of Xingyijia. The propaganda information of Xingyijia can be seen everywhere in the store. This move will enable Star Easy to cross the threshold of other e-commerce brands to spend a lot of money to quickly understand the “unfamiliarity†of online brands. At the same time, relying on Red Star Macalline's own industrial system, it can effectively avoid the constraints of quality service, supply channels and consumer experience. The reporter learned that Red Star Macalline is now vigorously promoting the online and offline integration process to improve the consumer experience. And in the report of the 2013 Corporate Strategic Development Plan released in May this year, Xingyijia was taken as an important part of the company's network future development strategy, and invested more energy to support the Xingyijia brand. Local account guarantee user experience Although traditional home furnishing companies are optimistic about online sales, consumers do not seem to pay. According to the survey results released by a domestic home improvement portal website, nearly 80% of consumers will not choose to purchase large-sized home products directly, mainly because the home products are not standardized products, and the physical objects and network pictures do not match. Related after-sales issues are also difficult to secure. A consumer told reporters in an interview that “compared to physical storefronts, online homes are relatively cheap, but after all, they have to be placed at home, and they need to go and see the experience. Home applicability and follow-up delivery are also at the time of purchase. The most important factor to consider." According to the relevant person of Red Star Macalline, the home e-commerce has its own speciality in its user experience. If the consumer can select the style, color and other aspects on the Internet, then it is convenient to go to the physical store to try the target style. Re-order the purchase, this will greatly optimize the consumer's purchase experience process, so Red Star Macalline itself's offline store resources will be a huge advantage. Now, Xingyijia is also trying to establish an online and offline integrated platform. Before the Xingyi family had done nearly 200 “online convenings, offline experience purchases†in more than 100 stores in 80 cities across the country, they received consumption. A lot of praise. According to industry insiders, the user experience has always been the weakness of home e-commerce. Subject to the factors of home e-commerce itself and regional experience and distribution, it is difficult for consumers to make direct online purchases. Therefore, the best mode is that consumers can choose online, offline experience, form a standard integrated process, and use the strong supply chain, warehousing, logistics and other service support of the physical store to supplement the online purchase user's distribution. For home furnishing companies with offline resources, this is equivalent to having a “local account†and a solid foundation for offline links. Internal adjustments are a breakthrough in the “aggression†of key e-commerce for traditional channels, but for traditional home furnishing companies whose operating models are deeply rooted, internal adjustments are crucial. Many industry insiders admit that for the simplest example, if the company shifts its business focus to online, it will inevitably reduce the proportion of offline channels and its related profits, and even affect the reconciliation of the company's team. Many traditional companies. It is because these "internal disputes" fell on the road of e-commerce. Red Star Macalline seems to have found a good path to solve this problem. According to the relevant person in charge of Xingyijia, now the Xingyi family is more focused on the low-end products, and there is not much conflict with the high-end products sold by the current offline. More products complement each other and eventually expand together. market share. Industry experts said that 2013 will become a hard-fought year for home and other large-category e-commerce, and there will be huge room for home e-commerce in the future. Red Star Macalline's continuous exploration of e-commerce will bring great value to the development of the entire home e-commerce industry. High Temperature Filter,Synthetic Fiber No Partition,Hepa High Efficiency Filter,High Temperature Filter Metal Frame Ningbo Ifilter Purification Equipment CO.,Ltd. , https://www.ifiltor.com
Red Star Macalline seeks a way to break the e-commerce business