Household companies and stores have tried to remind them in the water and electricity business

Affected by real estate regulation and economic environment, the news of the bleak operation of large-scale home stores in recent years has frequently seen the newspapers, and the home industry is experiencing haze. In the tough market environment, Quanyou, Hongxing, Meikailong and other home furnishing companies have tried water and electricity companies, joined the online sales force, and tried to open up new sales channels to expand the market. However, due to the problems of logistics costs and insufficient operating experience, many industry insiders reminded that home enterprises should be cautious in testing water and electricity companies.

Red Star Macalline, Real Home and other home businesses have touched "electricity"

In 2012, it was not calm for the home furnishing industry. Home Depot announced that it would close all seven large-scale home building materials retail stores in China. B&B in the UK experienced a decline in performance, and several stores in the Oriental homes in Beijing closed down... This series of phenomena It is bound to affect the sales of traditional channels, and many home furnishing companies are beginning to think about the future direction of the industry. Some insiders believe that the multi-channel development of the home industry is an inevitable law. Home-based enterprises are involved in e-commerce, making online and offline integration, which is conducive to the development of multi-channel sales.

With the creation of a one-day sales record of “Double Eleven” in 2012, the online sales of household goods have received more and more attention from the industry.

In mid-2012, Red Star Macalline entered the e-commerce, and its e-commerce platform “Hongmei Mall” was launched.

According to the internal staff of the Dynasty Furniture, in 2012, the Dynasty Furniture has begun testing the e-commerce business on Tmall.

Wang Xiaokang, the general manager of the home appliance business, said in an interview with the media recently that the online store of the home is expected to be officially launched on November 11 this year. At that time, the home will be the main business, using the O2O model, from the offline to the line. Cover the channel.

Recently, it was reported that Jingdong Mall and Sina Home signed a strategic cooperation agreement, announcing the establishment of the Jingdong Home Furnishing City Channel.

Although home furnishing companies are eager to embark on the “high-speed road” of e-commerce to find a way out, they also face problems such as insufficient operational experience, product characteristics constraints, and logistics costs. It is not easy to make a difference in e-commerce.

At the beginning of this year, according to CCID.com, the Red Star Macalline e-commerce project “Hongmei Mall” broke out after six months of on-line personnel, not only replaced the person in charge of e-commerce, but also possibly renamed the platform. The report also said that the company has appointed a general manager of a certain southern region as the head of the new e-commerce. At the same time, the e-commerce team of Hongmei Mall, which consists of nearly 400 people, was forced to cut sharply. Although the official of Red Star Macalline did not explain the main reason for this personnel change, it was reported that the online performance was not the main reason.

The website of Zhongxin.com’s real estate channel found on the website of Hongmei Mall found that the categories of household products sold online are complete, but the sales volume is not satisfactory. For example, the bed products under the classification of furniture are classified into wooden beds, leather beds, slab beds, fabric beds, and wrought iron beds. There are dozens or hundreds of products under each category. The reporter found that the vast majority The sales volume of the products is 0. Occasionally, several products sell one or two pieces, and the one with the highest sales volume has sold only 16 pieces. It can be said that the door is cold.

Industry: Home businesses need to be cautious when they touch “electricity”

Compared with the touch nets of clothing, home appliances and other industries, the online sales of home furnishing companies face greater challenges. According to the First Financial Daily, some experts said that home businesses are still in their infancy in terms of e-commerce, and companies should be cautious about this.

Experts said that, for example, the phenomenon of “single bills” that occurred during the “Double Eleven” period in 2012 greatly damaged the trust of consumers in enterprises. At the same time, the “high refund rate” that appeared during the “Double Eleven” period also exposed the shortcomings of traditional home furnishing enterprises in e-commerce logistics and after-sales service. The expert believes that traditional home businesses should be cautious in doing e-commerce.

According to a report by Nanfang Daily, Hou Kepeng, dean of the Shenzhen Furniture Research and Development Institute, said that online sales of online sales platforms is indeed a “new way” compared to the traditional marketing model, and it will also be a new industry trend. However, the current online purchase of home is still only in the simple and easy to install home products, because the e-commerce channel itself still has a large limitation, large-scale hard-to-install home product buyers can not experience real on the Internet.