With a little care, you will find that as online shopping becomes more and more popular, many home furnishing companies are struggling to develop new models of online marketing. From the initial simple release of products and company information on the Internet, to the comprehensive display of corporate image, cultural concepts, and the opening of online brand stores ... all of these all send a signal to the industry: The era of online marketing for home furnishing companies has arrived. In 2011, there will be more first-line home furnishing brand companies to develop their own Xinjiang domain through online marketing.
Internet marketing makes consumers affordable
As the post-80s and post-90s gradually become mainstream consumer groups, online marketing will surely become the future trend of the home furnishing industry, and the online market will also become an indispensable place for merchants. According to some survey data, the online sales of American furniture has accounted for 40% of the total sales, but the current domestic home market does not exceed 5%. Therefore, the future network will become a very important marketing channel, which will affect the entire industry. Revolutionary change.
In fact, the home furnishing industry has had an early attempt to develop online marketing channels. Traditional merchants such as Dongfangjiayuan and Lanjinglijia have long had a "touch the net" move. However, it wasn't until Qumei Furniture's online mall launched the "Qu Yituan" trillion-dollar group buying activity in 2010 that the trend of "touching the net" in the entire home furnishing industry was really stirred up. According to Zhao Ruihai, President of Qumei Furniture: "In the more than a year since Qumei's online store was officially launched, taking a table sold online as an example, the ratio of online and offline sales has reached 4: 6. Drive Qumei's sales growth by 30%. "
Zhao Ruihai said bluntly: "The opening of Qumei Furniture Online Mall is a good thing for consumers. Our original intention is to bring real benefits to consumers. Through e-commerce, we can achieve direct sales at special prices. Purpose. We want to simplify links in the marketing model and reduce costs, rather than shrinking in product quality. The construction of an online marketing platform is a real price reduction without quality reduction, which really benefits the people. "
Wang Ke, CEO of Aiju, believes that low prices are an important magic weapon for the home market to expand the market in the early stage. Some products on the Aiju website are 20% -50% lower than the market price. The person in charge of the actual home also said: "There are many things to do before opening the online store. In addition to gradually placing standardized products on the Internet, they must be competitive in product pricing and will be cheaper than offline stores. , But it cannot break the price system. "
Internet marketing complements traditional channels
When it comes to the hotly debated online marketing, many home furnishing companies have their own unique understanding and experience. In the eyes of most people, online marketing contains a certain market space, which can effectively complement traditional marketing channels. "We see the store as the Army and the network as the Air Force. The network is fast, the radius of activity is large, and the publicity is very similar to the Air Force." Cao Yitang, general manager of Lihao Furniture, said: "The network and the physical store are an important complementary relationship. Launching e-commerce does not depend purely on how many pieces of furniture are sold online. The main purpose is to hope that the Internet can help physical stores to promote and sell physical stores. "
The biggest problem of online marketing is reflected in after-sales service. The existence of physical stores provides a good localized service for online sales. Zhao Ruihai agrees with this view: "In 2011, what we considered most in the field of e-commerce was not technology, sales and other issues, but ideas, methods, and innovation capabilities, including further discussion on how traditional marketing channels and Internet marketing support each other. "
So, will online marketing conflict with the traditional marketing model? Cao Yitang said the mystery: "We are very cautious when starting e-commerce, because we have to consider the interests of franchisees and specialty stores, so we also Made a product line that specializes in products sold online so that there will be no conflicts. "
Increased investment in online marketing is the winning strategy
Although home furnishing companies are opening their stores online, there is still no enterprise that uses e-commerce as the main sales channel. Compared with Taobao, Jingdong Mall, Dangdang and other large e-commerce websites, the home online sales platform is very elementary.
Industry insiders pointed out that the traditional home furnishing industry mostly uses customized and personalized products, and the user's long decision-making process is not conducive to online transactions. In addition, the brand concentration of the home furnishing industry is relatively low, but the requirements for professional services are very high. The industry also lacks specialized e-commerce talents, which makes it more difficult for home furnishing companies to "touch the Internet".
Chen Can, a senior consultant of an e-commerce center, believes that the low level of e-commerce in home furnishing companies is mainly because traditional home furnishing companies have not really paid attention to this market. The home building materials industry has transportation, installation, after-sales and other problems to be solved. With a large amount of pre-investment, online marketing can only be a nuisance, and not enough investment will naturally cause the home business e-commerce platform to be difficult.
In the interview, the reporter clearly felt that although companies such as Home and Family have taken up a considerable market share offline, their support for e-commerce is still not strong. The reporter entered the official website of the home and found that there is only one channel name of the online mall, and the specific content has not been launched yet.
In fact, compared with large and comprehensive shopping sites such as Taobao, online shopping platforms for home building materials are easier to help companies achieve marketing expansion. Through the organic combination with e-commerce, the display scale of physical stores can be increased several times. Once the operation is mature, the online mall can help merchants or stores to effectively save space rent, water, electricity, labor and other expenses, and greatly increase the sales of goods.
Chen Can believes that the time for home furnishing companies to compete in the online market has arrived. Companies cannot always passively accept the impact of the era of online marketing. Only by paying enough attention, taking the initiative, increasing investment, and accelerating the establishment of a new business marketing model and the pace of market expansion Take the lead in this emerging market.
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