Furniture stores "electric shock" brick-and-mortar stores or act as online mall porters

China Paint network
news: has produced subtle changes - traditional furniture stores or large furniture enterprises frequently "electric shock", the establishment of online shopping malls; On the other hand, the "out-of-the-way" furniture e-commerce also gradually opened offline experience stores. These two seemingly opposite behaviors are essentially market-opening behaviors. But who can go further in these two modes?
recent years, the furniture industry seems to have made subtle changes in the retail side - traditional furniture stores or large furniture enterprises frequently "electric shock", the establishment of online shopping malls; On the other hand, the "out-of-the-way" furniture e-commerce also gradually opened offline experience stores. These two seemingly opposite behaviors are essentially market-opening behaviors. But who can go further in these two modes?
furniture stores "electric shock" brick-and-mortar stores or act as online mall porters
"urbanization construction" as the country's basic national policy in the next decade, "construction" will inevitably lead to a rise in consumption, especially the demand for furniture will be growing. At the same time, the development of the Internet also affects the furniture retail side, not only let people change the concept of consumption, but also make furniture sales terminals follow the change.
In recent years, Red Star Mei Kailong, actually home and other large furniture stores have "entered" the Internet, quickly close to the "Internet Plus" era: the construction of online shopping malls, with the Internet giants hand in hand, and so on, trying to "kill" on the Internet out of the sky. However, looking back at the news of the furniture session in previous years, we found similar keywords such as "wait and see", "not optimistic" and "boycott", which is the attitude of these large stores towards e-commerce in the past.
from resistance to active hugging, the change in attitude of the store giants, although not to say "face", but also quite some "after-knowledge." However, we can not help but ask, furniture stores to build an online sales platform this "electric shock" way, feasible? There is a saying that the online mall is a supplement to the physical store. The convenience of e-commerce does allow the store to save the cost of physical sales, but also to improve product sales. But don't forget, the store has always been the way of profit is around the "land" to implement, away from the "land", furniture stores can still be a strong party?
, furniture stores themselves are a business model that transforms land into shops and markets, and then sells furniture products to consumers. Prop up the entire store, first the stationed furniture dealers, retailers, and then furniture consumers. Dealers are undoubtedly the most passive of these three layers of relationships: first, to pay rent to the seller, and second, to provide sales services to consumers, no matter which party changes will be affected. Therefore, "online shopping mall for the physical store supplement", in the author's view is only a slogan, in the end, in which aspect of the supplement? Guide the flow of people? Drive sales in brick-and-mortar stores? Let the brick-and-mortar store act as a porter for the online marketfront? It is difficult to determine, but there are some left and right hand mutual understanding of the meaning.
, the Internet is a very broad side, too broad to set boundaries. In order to have a certain influence on the Internet, it is undoubtedly necessary to "spread the net widely". However, even the Internet three "BAT", its influence is also after many years of accumulation and development of the composition, and its own has a sound operating model. For furniture stores, the rich "on the ground" experience is not applicable to the Internet. In other words, furniture stores, as offline "alligators", have some "unsoilability" to the Internet.
in contrast to the strong momentum of furniture e-commerce, such as Lin's wood industry, such as furniture e-commerce enterprises, like "Cheng bite gold" like half way out, really let many people in the industry "surprise." With the "east wind" of the Internet, this kind of e-commerce enterprise development speed is amazing. However, the "Internet pedigree" pure e-commerce enterprises, also try to "downland" development, its prospects will be how?
last August, Lin's first O2O Experience Hall opened in Foshan. Recently, it was reported that Lin's wood industry's second experience museum is also about to open in Changsha, and according to the relevant person in charge, Lin's wood industry this year will have more offline experience hall opened throughout the country. It is not difficult to see that Lin's wood industry is also "iron heart" to "go down to the ground". Furniture e-commerce "down the ground", the opening of brick-and-mortar stores, nothing but to combine the online brand effect, to provide consumers with furniture experience, to make up for the lack of e-commerce "personal experience" link. After all, furniture belongs to the bulk of consumer goods, consumers trust not only eyes, but also personal experience. At the same time, furniture e-commerce to open offline experience shop, but also for brand building to provide a lot of help. After all, in the eyes of the Chinese people, "run the monk can not run the temple", can have large physical store support, whether online or offline, can increase consumer confidence in the brand.
of course, furniture e-commerce for offline business will also face the problem of inexperi. But compared to the "face" of the Internet, the opening of physical stores is more like a breakthrough from the "point". Furniture e-commerce first-line or even second- and third-tier cities to open brick-and-mortar stores, facing operating pressure seems to be less than furniture stores, and can even be said to have some advantages. After all, from China's vast online 600 million netizens to find the object of sales, furniture e-commerce "down the ground" behind the fixed people living in the city, but also just a "small dish." In addition, there are a wide number of online and offline combination of promotions, offers, promotions and other activities to support, as far as furniture e-commerce, "down the ground" is not difficult.
, of course, it is too early to judge the acts of "electric shock" or "down to the ground", nor is it a three-word or two-word description. However, for grasping the direction and subjective initiative, the current furniture e-commerce "down the ground" occupies a certain advantage. For furniture stores, more consideration needs to be given to the "electric shock" approach and the future.