Recently, e-commerce companies such as Tmall have made great achievements in many industries such as home appliances and clothing. However, the e-commerce road of home-based enterprises has not been smooth, and sales performance is not satisfactory. Industry insiders pointed out that the lack of clear online and offline positioning, high logistics and after-sales costs, and lack of professional teams are the three major bottlenecks that seriously hinder the development of home e-commerce.
Professional home e-commerce cattle nest gateway door
At the end of October, some insiders revealed on Weibo: "Niuwo.com, which claims to have a venture capital investment of 300 million yuan, has lost money for three months. Without warning, all members were laid off." The network found that the site was no longer accessible, and previously the site sold a lot of home products, there are many brands of marketing ads on the page.
According to previous website publicity, as a professional home e-commerce company, Niuwo.com has received financial support from a large domestic industry consortium, including a investment of 100 million yuan in 2013 and a planned investment of 200 million yuan in 2014. The goal is to become the first platform for domestic household e-commerce within 2 years.
Shortly after the news of the Niuwo Gateway Gate, its founder and CEO Liu Yang issued a statement saying that Niuwo.com only received a phase of investment of 6 million yuan, and the second phase of the investment did not arrive. The cattle network was suspended, the investors have recovered all company assets, and some of the demobilized employees have not yet received wages and compensation.
The reporter learned from the industry veterans that Niuwo.com was founded in June 2013 and has received investment from Ouya Dajia Group. The brand director of a well-known home furnishing company told reporters that at the beginning of the establishment of Niuwo.com, the industry is very optimistic about this mode of e-commerce. He believes that it has created a new marketing road. I didn’t expect Niuwo.com to close so quickly. The shock has also made the development trend of household e-commerce, which has been generally optimistic in recent years, reveal some gloom.
Online and offline positioning is not clear
Many traditional home building materials companies have reported to reporters that when adopting the e-commerce model, the positioning, price system and interest division of online and offline products are often in a chaotic state, and there is no clear countermeasure.
Due to different online and offline channels, conflicts of interest are obvious, and many home brands are still struggling with whether they are involved in e-commerce. Wang Xiaokang, the CEO of the original Tmall Love Bee Tide, told reporters that if channel dealers want to become an e-commerce platform, they will definitely hope that the cooperating brands can move to the online, but "the reality is very far away, some businesses are actively participating, and some businesses are still In the entanglement, some businesses even refused to e-commerce."
Nie Qin, general manager of Ou Rui furniture e-commerce, revealed that although Ou Rui furniture is a rare company in the home furnishing industry that wants to "make e-commerce bigger", but whether it is completely separate from online and offline products and brands. Clear plan.
Xu Lei, head of Youbu.com, believes that the traditional brand's strategy of doing e-commerce is to find the difference between online and offline products under the support of the parent company. He said frankly: "If you can't solve the problem of fuzzy positioning of online and offline brands, it is very difficult to take the road of e-commerce."
In order to balance the interests of online and offline, Xu Lei believes that home enterprises should first think about the positioning of e-commerce channels, and can lay out different products online and offline, and try to avoid competition of the same products online and offline.
High logistics and after-sales costs
The logistics cost of the home building materials industry is much higher than other categories, and it faces problems of transportation, installation and after-sales in different places. This is a major obstacle to its smooth development of the e-commerce model.
“In the first- and third-tier cities, the prices of household products vary greatly. For example, the same wardrobe sold to Beijing and Urumqi has a lot of price difference, because the transportation cost is different, but the online price is uniform, so the dealers There is no enthusiasm for delivery, installation, and after-sales," said Nie Qin.
An e-commerce official from a large traditional furniture retail chain revealed that his company had tried to build a logistics system and found that “it is not cost-effective, and the complaint rate is particularly highâ€.
According to some media reports, Tmall has been humming the trend of the offline experience store in the home category since last year, but the effect has been criticized. The rents are high, the number of customers is small, and the number of passengers is small. Many merchants who have settled in the business have dismantled their exhibitions. They believe that the price of e-commerce is too low and not worthwhile.
Xu Lei said that home e-commerce has to let himself survive first, instead of blindly creating an empty concept. He particularly emphasizes the restriction of regional factors on home e-commerce. “Consumers are generally willing to choose to go shopping at home stores close to home. Home products need to be visible and tangible. These are the advantages of offline channels.†Xu Lei said.
Lack of professional operations team
In recent years, a number of home brands that have made great achievements in the field of e-commerce, such as Qumei Furniture, Gujia Craft, TATA Wooden Door, etc., have developed new products for e-commerce on the basis of stable traditional channels. And part of the profit is distributed to the dealer, and the dealer is responsible for product display and after-sales service.
However, it is undeniable that the lack of a professional e-commerce operation team has been plaguing traditional home building materials companies. Lin Zuyi, CEO of Lin's Wood Industry, told reporters that it is rare to find talents who understand both the home industry and e-commerce operations. Yang Tao, who is a cool man, also said that the construction of the e-commerce system should be operated in accordance with the rules of e-commerce, which is a great challenge for traditional home enterprises.
Although the current home e-commerce marketing model is still immature, the impact on traditional stores is not large, but the reporter found in an interview that companies are generally optimistic about the prospects of home e-commerce.
So, how should the home business e-commerce break? In this regard, Wang Xiaokang believes that from the current point of view, home e-commerce is mostly affiliated to traditional channels. Traditional home enterprises must have three points in order to do e-commerce: good team, good products, and e-commerce Determined. It is the top priority of home e-commerce to develop exclusive products that are different from offline channels and to coordinate with dealers.
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