2004-2009 online shopping market in China in furniture sales volume was increasing trend year by year, as of 2009, the Chinese furniture market reached 1.13572 trillion yuan sales volume, annual growth rate of 34.6%. Since 2007, Chinese furniture sales volume growth of online shopping were maintained at 40% or more, the rapid growth rate. B2C e-commerce furniture, Chinese furniture market as the other channels, in the "offline sales + online sales" under the guidance of the strategy, and achieved rapid development, sales revenue of about 11.309 billion yuan, accounting for up to 5.84% sales volume reached 3.43 billion yuan, accounting for up to 32.85%.
Started the battle for the furniture industry market stores led the way
In 2009, the output value of China's furniture industry was 6500 billion yuan, an average annual growth of more than 15%, but accounted for 70% of the domestic manufacturing capacity. However, in this market, but not a company's market share to more than 1%. It is not difficult to conclude, has now become a "tradition" of the furniture industry, it is still a hero to men, promising "sunrise" industries, the huge markets in a fair manner the door open to all.
Services in the "chaos" of the furniture retail,'d rely on the unified business model to grab the opportunity. The pursuit of scale advantages, and many stick to a field before a single store, began to slowly break through the limitations of geographical area, a way to unify the brand chain, started taking over the country, and eventually developed into a chain of giant channels. Furniture products to the "show, the consumption of space" to its own characteristics and there are some limitations, it entered the store can be said that a shortcut to enter the market quickly.
With the expansion of stores, furniture chain has become a common phenomenon in the furniture industry. Macalline, actually home and a number of large-scale expansion of stores in the country, the rapid formation, such as home appliance industry, "Gome, Suning," the general pattern of oligopoly, in the end, above the top of the furniture industry, rely on channels for Wang, rent a price hike, easy to chew the furniture industry, the most delicious piece of "cake."
To Macalline, for example, its 2009 total sales of 31.3 billion, also recently attracted four joint investment bank injected 2.6 billion. But even gratifying results to the national chain of 66 stores, with a total area of nearly 600 million square meters, but less than 5% market share measure, now crowned Macalline as "industry leading" is also too early to say whom.
Cuichengbazhai in the supermarkets, are expanding rapidly when stuck in an "e" wing of the flow of forces in the furniture industry is also warning people through massive publicity, do not underestimate their power. After all, as the impact of online media, like print media, the Internet threatens the tradition of the traditional industries of each format.
Furniture e-commerce e-marketing model unwilling to future generations caused by wave
The last two years, some of the furniture business networks continue to increase investment in online store, furniture, furniture industry, marketing, e-commerce is becoming a new favorite. Open online store can reduce the cost of organization and management; removed from stores such as the middle channel, effectively reduce the burden of channels, the product ones who enjoy the most preferential prices to the consumer; also improve the efficient use of time and space, not enough people the user can filter products for more product information.
Present, including Macalline, actually home, Lan Jing Li family and other circulation business, all friends, Dynasty and other furniture manufacturers, furniture and professional e-commerce site, described as dazzling, under various names. Have each started to varying degrees in network marketing, but also involves the B2B, B2C, C2C multiple models, even some small furniture, custom furniture manufacturers and a number of providers will base their own website, so shop business.
In this regard, the U.S. head of Lele Furniture of Mr. Huang Hui, "The current brand of the furniture industry is still very low concentration, share of enterprises in market share still has much to offer the network channel is a good starting point. Today 80 consumption after the network is becoming the main force, and their consumer preferences, spending habits vary with the mass consumption, for household enterprises, a good grasp of this part of the group means being able to lock in more of the target customers and create more market Space. "
Furniture integrity of e-commerce success
Buy furniture online will increasingly become the fashion. In the home improvement process, many people like to observe the furniture in the store brand and style, optimistic about it again and compare online, the final choice in online shopping purchases. According to one online survey, at 30 years old to 40-year-old consumers, support furniture, online shopping accounted for 26% of males, females accounted for 23%. However, there are still many people who purchase furniture for the network to buy cattle this way The Hills, skeptical.
The gap between online photo and seeing is believing, perhaps, is troubled by a major problem of e-commerce furniture. Almost all the message consumers are, "to buy furniture had to see for myself." Buy furniture online, consumers reduce the bargain of the link, if you encounter that the spirit of "can mask one is a" philosophy of the shop, how can it not being trampled upon consumers?
Regardless of "see for themselves and bargain" spending habits, or "shop-free sale" confusion, I am afraid mainly from consumer distrust of the furniture industry, whether through e-commerce will increase sales, have to be based on "integrity." Furniture e-commerce model, a short time, may not replace the traditional sales model of furniture, but the new e-business models, but it is a subversion of the traditional model. Furniture e-commerce businesses rely in good faith only to serve as a blueprint to a place in this market.
