China's largest home appliance chain Suning, one of the focus this year will shift to e-commerce development, and achieve the scale of online sales quadruple. Meanwhile, according to Suning's overall development plan of 2011 reports, the holding of the B2C online store - Tesco Suning, the future will form a separate operating system, parallel with the physical chain of retail business.

Suning's this from the overall development plan in 2011 is not difficult to see that the ambition of its e-commerce market. The furniture industry is also true, as early as June 25, 2009, Qu Mei Furniture Mall e World Network to meet with you to the official. The flagship store "brand + low price" of the overall marketing strategy, an on-line has attracted wide attention.

From the traditional sales model to the e-commerce has become the trend of the future development of the furniture industry. But for all the enterprises, difficult choices is not whether to take to the road of e-commerce, but furniture sales in the end what should be the e-commerce in order to guarantee the interests of growth, the Internet does not affect the brand's marketing and the store's sales.

Mall + physical store network

Shopping + physical store network has become a home industry into e-commerce platform for the moment the most common, obvious effect is so far a way, the song the United States formally adopted this approach of furniture. In a 45-day "song million group" activities, the song sold 13,510 sets of furniture, the United States. The view from the current rankings released, the total sales of almost five million. The short term to achieve such excellent results, indeed people jealous. Is not surprising that this major household brands are "just around the corner."

However, although the delicious cake, but not everyone can eat one. As e-commerce is relatively mature brand of furniture, music is still used by U.S. furniture online and offline marketing in the form of product differentiation; means to physical stores to display and sell high-priced products and new products, while the low-end products and moved to the old series all online sales. This line can only guarantee the sale of the store, without prejudice, the pioneering e-commerce field. This is also present, most of the furniture into the area of electronic commerce model most commonly used brands.

So, this brings several problems. First of all, most of the furniture dealers have joined the main brand, network marketing is bound to affect the interests of dealers; the same time, not all of the furniture brands are able to establish a complete e-commerce sites of their own, most of the furniture brand Taobao is allied with the way to promote its e-commerce, online store even if the song has its own beauty furniture. The people choose online shopping is basically the reason for price concessions, which is for high-end furniture, will affect its brand positioning?

Zhengqiu Wei, general manager, says Ruby furniture, regardless of any enterprise, in the early stages of Internet sales will certainly affect the store's sales; At the same time, Taobao Mall Bing Bushi brand their own website, it is only by providing a platform for billing to for business use. When your online shopping mall bigger and bigger, this platform may limit your development.

The managing director of Arran Shi Lilin Group believes that, whether you Taobao Mall or in how well other platforms, it is always someone else's website, if one day because the philosophies and other reasons, this site can no longer cooperate with enterprises , then the company made early efforts were in vain.