1. Consumption habits and low-cost operation - two factors promote the process of furniture e-commerce
In the Internet environment, how does the furniture industry explore a suitable development model? Most people who are used to selling and buying offline have difficulty understanding the purchase of large items in furniture online, but Taobao has shown through internal data that home-made products are selling very fast on the Internet, and the growth rate is very fast, every year. It is rising at a multiple speed.
Even so, there are still many problems in the sale of furniture products online. For example, consumers sometimes need to pick up their own goods at home. Sellers often face complaints from consumers. It is difficult for sellers and buyers to have rules. Most problems occur only after problems occur. Can be resolved through coordination, and Taobao can only communicate with both parties. In the communication, we found that the pain point of the business lies in the logistics distribution and installation service system, and these pain points can only be negotiated with the buyer. These negotiations are finally compromised by discounting and price reduction.
Even in such a very difficult and irregular business environment, the entire industry is pushing forward very quickly in terms of online sales. Why is this happening? We boil down to two aspects. One is that the age group of buyers is mostly 25-30 years old. They are the generations who grew up in the Internet environment. They are used to buying through the Internet in clothing and electronic products. Consumption habits are determined. Second, in the financial crisis, many domestic manufacturing industries began to switch from export sales to domestic sales. Most of them chose to start the market development from the offline, but the offline brands could not be done overnight. They paid a lot of cost and invested a lot, but the effect was very slow, even the loss, so many merchants began to choose online sales, because the cost is low, and the corresponding price is also low, which makes the product competitive, the choice There are also relatively many consumers. Under the influence of these two factors, the e-commerce process of the entire furniture industry was promoted.
2. Model Innovation - Creating a New Logistics Installation Service System
2012 is a very important year for the furniture industry. We saw that in 2011, a large number of traditional enterprises opened online stores and tested e-commerce. In particular, many first-line brands joined the e-commerce team. The number of home-based businesses in Taobao increased from a few hundred to the previous one. Thousands of families, and a large part of them are ready to do, which means that they are also thinking about the innovation and development of the model, which will form a great force.
As for the problems of logistics installation and distribution that many companies are worried about, Taobao is also starting to build its own logistics and installation system. Because the sale of furniture products online, if there is no localized installation services, it can be said that there is no way to turn into reality, and to achieve localized service installation, the prerequisite is to have a logistics system, that is, directly from the industrial cluster base Ship to the destination, for example, we have to open the channel model in Beijing, you can first open a warehouse in Dongguan or Lecong, communicate with the logistics company, directly open the freight line to Beijing, the merchants only need to send the goods to the nearest Taobao In the warehouse, the Taobao logistics system can be shipped through calculations to ensure that the logistics cost is the most efficient and most reasonable. When the warehouse in Beijing receives the goods, it will notify the local distribution and installation personnel to get in touch with the buyer and make an appointment. Time, for the subsequent delivery installation services, all of which are perfected by rules and the most reasonable arrangements.
In terms of logistics and distribution, Taobao has a four-step plan.
The first step is the integration of distribution and installation. Now some companies in the market can do distribution and installation integration services. When the merchant signs a contract with such a company, Taobao will express it through the system at the front end, and the background only needs to pass the system construction to let the merchant Can be used, this plan will be online before the 2012 Spring Festival.
The second step is to dismantle logistics, distribution, and installation, that is, logistics can be remoted, and distribution and installation are localized. As a result, many localized distribution and installation companies will be developed. This model can promote Service specialization. In terms of logistics, Taobao can negotiate with logistics companies through the total sales of the network and gain an advantage in terms of price. For example, after Taobao opened a warehouse in Beijing, the merchants can directly send the goods to the Beijing warehouse through the agreed logistics company, while the distribution and installation service system is organized by Taobao to organize some related companies and directly link their related systems in the background of Taobao. The smooth flow of the entire channel, consumers can directly see the logistics after the purchase of goods, this way is through professional people to carry out a professional division of labor. Taobao connects these professional companies to connect them efficiently.
The third is to establish the fourth party logistics - Taobao logistics, that is, Taobao purchases these logistics installation systems, the merchants only need to sign with Taobao, Taobao integrates these logistics installation and distribution services, which can make the whole channel construction more smooth and efficient. Will improve.
The fourth is that Taobao will re-specialize the logistics system. If these things are not perfect at the front end, then the e-commerce of the furniture industry will not be able to become bigger and stronger, and only sell some small furniture. For example, we now see that the total sales of the entire furniture industry is large, but when you click in and look at it, it is mainly based on orders of several hundred yuan, such as laptop tables, stools and other small items. Although we are unable to make a significant sales promotion on a large scale for the time being, we have seen through the previous efforts, the order price in Beijing has reached an average of 2,500 yuan per piece. From here, we can reveal a message: As long as we can improve the logistics distribution system, consumers will pay for these large pieces of furniture. The promotion and improvement of this system requires the common promotion and unification of all businesses.
3. Online and offline combination to solve the experience short board
Another topic that everyone cares about is Taobao's experience library service. This is a new model. Taobao sells products in a designer's way.
The birth of the experience hall came from the needs of the merchants. When Taobao communicated with many merchants in Dongguan in early 2011, it found that there were many export enterprises in Guangdong. When they chose to sell online, they found that consumers did not actually touch the products. It will be difficult to purchase furniture worth tens of thousands of yuan through pictures and texts. Therefore, they put forward the slogan of “high quality and low price†and are willing to share the channel cost saved by online sales with Taobao’s sales partners. Therefore, Taobao has the idea of ​​opening an offline experience store. At the same time, we found that physical experience stores are also better able to serve prepared businesses.
In the experience store, a seller of rosewood was doing very well. He specially sent a salesperson to explain on the spot, which directly promoted the consumer's online order. When Taobao brings people traffic through online and offline, ready-made businesses will seize the opportunity to promote sales. In the home field, the consumer's professional knowledge is obviously not enough. Many times, it needs the explanation of the sales staff. Therefore, the love bee has also solved another shortcoming of the Internet brand – how to make consumers believe in you.
At the same time, Taobao now has a designer software concept, which is planned to go online in the first half of this year, which is to drive the sales of materials through design and construction. Consumers can put the floor plan on the Internet, and the merchant can also upload the corresponding house type content. These types of houses can provide everyone with autonomous space design, freely carry out the drag and render of the home decoration, and encourage the final effect to be displayed, as long as The products in this renderings are purchased, and the person who designs the renderings will be rewarded with Taobao, which will attract more people to participate, directly or indirectly promote the sales of the products.
Such online sales models are diverse. For example, the nowadays “big deal†is the group purchase service of Taobao. As long as more people participate, the price will be more favorable. In 2010, Qumei and Gujia have tried. And the effect is good.
4. On-site teaching - the system solution of the furniture industry in the Internet
Based on the above, it can be seen that Taobao has basically formed a systematic solution for the furniture industry on the Internet, which can be divided into four parts.
(1) TP (Taobao Parter) partner system. Many manufacturers first "electric shock", generally need some professional partners to assist in the completion, businesses can outsource part of the service content to TP, do a part of themselves, which is similar to the traditional mode of offline, are looking for partners to open up the market , to complete the sale together.
(2) The second is the docking of online and offline display and trading system. This is the core of the entire channel model. This cooperation has been completed in 2011 through the cooperation with Aibo. Just open the website of Aibo. To some items on Taobao, the logo of the experience hall will be displayed next to it. Clicking on it will display the specific location of the product in the bee boom. Consumers can find the product according to the instructions and conduct the physical experience. This is the combination of online and offline. The other is the opening of the transaction, consumers can either buy online or online, both methods are completed through Taobao's Alipay system. In the future, all products will also have a QR code. As long as you take a photo with your mobile phone, you can view all the information of this product, you can also forward the microblog, save the information, etc., and you can also purchase it through your mobile phone, which is very convenient.
(3) The third is the logistics distribution and installation system, which is the core. Taobao's logistics team will work with partners to focus on one area. The rest of the city only needs to open a position, and there will be a local team to cover the market.
(4) The last one is the designer service system. By developing an online space design system, more people can participate, enjoy the fun of the network, and promote product sales.
(5) Precision marketing. Taobao now has 60 million members, and it is still increasing every day. These members are different from other website members. Their purpose is very clear, that is, online shopping. The browsing records of these people on Taobao can be seen through the back-end system, which can help the merchants to sell and promote in a targeted manner.
For example, we have seen 1.3 million people in Taobao's home improvement market. Among them, 470,000 people have visited more than 10 times and still have not purchased them. The information and data of these people are very valuable for merchants. They are likely to become merchants. Next customer. For example, a sofa of a certain business has 470,000 people who have repeatedly viewed this sofa, and the merchant can specifically launch this sofa discount event, and release it to the 470,000 people who have already viewed it. The news, the purchase rate will be very high. Through such precise marketing, both buyers and sellers can create value.
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