E-commerce promotes brand building in the furniture industry

Chinese furniture people are no longer familiar with e-commerce, but all brands have built their own online stores, and this time Lin's wood industry, which is squeezed into the top ten of Alipay's turnover, not only did it for itself Propaganda has once again made furniture e-commerce a topic of discussion. For the Chinese furniture industry, this is by no means a matter of great joy, and even makes most furniture companies even more entangled! Why is it entangled?

 

 

First, the transparency of the Internet is beginning to challenge the dark box operations that furniture people are accustomed to, such as extremely "flexible" price discounts, deliberately ambiguous material explanations, shouting the marketing slogan of "factory direct sales", etc. Obviously, most of China The furniture man is not psychologically ready.

 

Second, the diversification and complexity of e-commerce channel construction make furniture manufacturers face a dilemma, such as how to redesign and select furniture products suitable for e-commerce; and then persuade agents in various regions to help complete logistics and installation services, and balance Benefit distribution; What is even more headache is that the e-commerce operation team obviously needs a new construction, exists independently, and the personnel will inevitably be a batch of difficult to manage 80s and 90s.

 

Third, the resistance of traditional furniture stores to Tmall Taobao makes furniture manufacturers have to think about a balanced way. The O2O model concept of many brands has faced huge resistance in front of Red Star and actually. In the past two years, it has been widely used in furniture e-commerce. Glorious brands, such as Lin's Wood, Merlot, Quanyou, etc., are invariably unrelated to these hypermarkets. Not only that, but in the face of the independent e-commerce platform that Red Star and actually planned by themselves, how should manufacturers respond in the future?

 

However, the road of e-commerce is still vast, transparency is the trend, e-commerce is just a catalyst; younger is inevitable, how can the company ’s employees not be replaced; the store is in conflict, it is okay to build its own online mall, obviously it cannot be changed Tmall Taobao's core position will still be the first choice for furniture brands to choose e-commerce platforms.

 

The brand competition in the furniture industry has begun to enter a stage of rapid development, but for furniture companies that still do not pay much attention to brand building, the crisis is not far away.

 

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