Since the financial crisis since the big export furniture industry decline, a considerable number of export companies are turning to domestic sales, furniture, domestic rates have increased, so that more and more intense competition in the domestic furniture market. In this market environment, in order to fierce market competition, some furniture manufacturers began to explore how innovative marketing model, in order to regain control of chain ownership. As a result, the furniture industry diversified sales channels into the era of e-business marketing model reputation.

Furniture industry, diversification of sales channels into the era of the store is still the main mode of circulation marketing platform

Currently, the dealers as the main store for the distribution platform, is in the country (see map) with industry leading marketing model. 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 industry 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 store expansion and the furniture industry has become a common phenomenon. Addition to the usual chain stores, the store is also the furniture industry cluster in the enterprise sales channel part can not be ignored.

In the big bad case of the economic environment, enterprises are facing a lot of furniture-store sales decline in rental are constantly rising, the rising cost of doing business and other issues. It also enables manufacturers and stores the contradictions between the increasingly fierce. Distribution model is the existence of traditional furniture manufacturers, distributors and stores all the contradictions between, a lot of the strength of the furniture manufacturers and dealers began to break away from traditional furniture stores, their product sales. Looking at the country, more and more self-built furniture manufacturers began marketing channels, which are mainly two ways to join the Direct and directly to consumers.

In addition, the home improvement company, selling furniture industry has become a new channel. As home improvement company and reach more consumers, more friendly, and has a natural advantage. Thus, with the development of the market, some decoration companies to provide consumers with the process of renovation, the furniture will be recommended to consumers. The sales channels can complement traditional channels in order to reduce the pressure on traditional channels.

Exploring innovative e-marketing model wave triggered mode

Increasing competition in recent years, traditional sales channels and a variety of problems exposed to the fierce market competition, rapid rise, some furniture manufacturers began to explore how innovative marketing model, in order to regain control of the leading chain right.

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. However, Internet sales are also inadequate, such as low-cost is the biggest advantage of network marketing, but also a double-edged sword, too low prices will impact on the existing physical store furniture enterprise sales channels.

According to the survey, the current consumer attitudes and are undergoing tremendous changes, the network is becoming an important way they shop. For consumers, online shopping home products with more variety, more choice, lower prices, save time, energy and other edge features Province. And for enterprises, e-commerce has saved home inventory, save display space, save Purchasing Guide, and many other features. Commercial space entities unlimited space and network integration of science and technology, networking, information technology, digital, remote technology, e-commerce, three-dimensional marketing platform for reaching business model of reform is obvious.

IResearch famous investigative bodies to a report, China's online shopping market in 2008 billion turnover mark for the first time, jumped up to 1200 billion yuan, up 128.5% year on year growth. And another survey for the home market, 81% of home business network marketing in 2008 is profitable, 76% of businesses sold in 2007, the network is profitable. In summary, the industry generally believe that e-commerce has many advantages, the home industry, begin to exert competing online shopping channels "big cake" is an indisputable trend.