How should the home industry enter the e-commerce journey?

Due to the low degree of standardization of goods, high logistics costs, and high requirements for after-sales services, the e-commerce journey of home-based products seems to be a bit late, but this has not diminished the entry of traditional enterprises and Internet companies into this field. enthusiasm. In recent days, the home of the home industry and the Meikailong Red Star have gradually turned to the "E-commerce Wars." Although various models have also been proposed, the home electricity supplier still seems to have a hard time.

"Later" home electricity supplier

Compared with the vigorous development of IT products, books, audio-visual products, clothing and other categories of e-commerce road, home products into the network to sell relatively late. Due to the low level of standardization of goods, high logistics costs, and high requirements for after-sales services, the development of household products in the field of e-commerce does not seem to be successful. In spite of this, it is expected that there will still be a small number of people in the home industry who are using e-commerce to collect money. Apart from some small e-commerce companies who are involved in the home field, traditional home-based companies have also touched “electricity”.

At the beginning of May this year, the e-commerce platform of the home of the traditional store was actually online and held its first investment promotion conference. It is understood that the current e-commerce platform is under construction and is expected to be officially launched on November 11. In the same month, Jingdong Mall and Sina Home, which reached a cooperation last year, will also jointly build a new channel “Home Furnishing City” to operate the building materials, furniture and soft goods related to home improvement.

Online and offline integration

Contrary to the confidence of the home, the Red Star Macalon, which already has 100 stores nationwide, seems to have exhausted the e-commerce in the home industry. “After 10 years, if the e-commerce alone’s share in the high-end home retail market exceeds 15%, I’m willing to lose 1 billion each to Wang Jianlin and Ma Yun. If they don’t, I’ll donate all of them to the community.” The chairman of the Dragon Group, Che Jianxin, recently expressed his “unyielding” attitude towards the future trend of electric home appliances through “open betting”.

According to industry analysts, traditional enterprises do e-commerce. A strong offline network is an advantage and a burden. In terms of innovation awareness and management decisions, it is not as good as those small businesses that started from scratch. Building materials home improvement e-commerce platform Qijia network, also heard "reverse" the acquisition of the original Oriental home building supermarket part of the store. However, behind the rapid spread of the line inspection shop, the simple online transactions of household products also face the difficulties of low profits, poor service, a large number of refund orders.

In the interview with this newspaper, Melo Furniture's CEO Gao Yang said that they had been exploring for several years and started to use online display and line inspection to do this two years ago. Deng Jiajin, the CEO of Qijianet.com, also stated that the reason why more and more line inspection shops are set up is that the goal is to do a good job of local services and to open up and integrate with online users.

Home companies find suitable models

For the exploration of e-commerce in the home furnishing industry, various modes have been proposed in the industry, but it seems that none of the modes has achieved a “perfect effect”. According to analysts in the industry, as in the home industry itself, the home electronics industry is also in a period of transition and reshuffling. Enterprises start with e-commerce based on their own resources, capabilities and understanding, and their respective explorations and attempts are presented. A flourishing situation. Gao Yang said that because there may be new models coming out in the future, it is still too early to tell which model is good and which is not.

For the currently highly respected home electricity supplier O2O (online to offline) model, Chen Zhiyu, president of Beijing Aibo Chaochao Investment Co., Ltd., said that O2O is actually telling home companies that the sales method should be both online and offline, after all, Under the line is a good way for traditional home companies to use the practice of the past dozens of years. In the past, the share of market share was achieved through the form of opening a store.