Can furniture companies hit the net to welcome the best selling performance of perfect counterattack?

Furniture companies hit the net to welcome the hot sale

Taobao made the winter economy a hit on Singles Day, and home building materials performed well. The daily transaction value exceeds 1.2 billion, of which the furniture category sales exceed 300 million. Quanyou Furniture, whose trading volume exceeded 100 million on the same day, broke the historical record of Tmall platform household product sales. It was prominently listed in the top three of the Taobao Tmall Mall's same-day sales ranking. Other brands such as Gujia Household, Qumei Furniture and Lin's wood industry has a good performance. Gujia Home's Tmall flagship store's sales exceeded 60 million on the same day, Lin's wood industry was more than 58 million, and Qumei furniture's online sales reached more than 23 million on the same day. Wan's high sales have become Taobao children's furniture sales champion in one fell swoop. As of yesterday, Taobao Furniture still ranks among the best in terms of sales ranking.

"The sales growth on Singles Day increased by about 5 times compared with the same period last year." Lin's customer service said that the Double Eleven event began as early as September, and the products were selected for inventory, including specifying the final price reduction and so on. , And online pre-sales are also available in advance.

Dealers are happy and worried

However, compared with the unanimous excitement of manufacturers, most furniture brand distributors have shown two very different attitudes.

Some merchants believe that the increasing popularity of online shopping platforms will greatly promote brand promotion and boost the performance of regional distributors. Chen Huihuang, the person in charge of German and Italian kitchen appliances, believes that today's domestic home building materials market is mixed, and the brand is highly uneven. If you use the Internet, consumers can learn more and more comprehensive information as quickly as possible. The brand is definitely the biggest benefit.

While some other businesses believe that it is unprofitable, and some pessimists even believe that once the manufacturers' sales channels are concentrated in e-commerce, regional distributors will lose their function. A brand leader Mr. Li said: "Although the products sold on the online shopping platform, the company will be classified as my performance, but where are the products sold at 50% off, where is there any profit?" In addition, local distributors also To take care of delivery, installation and three guarantees, once the product has some unexpected errors, the local distributors will be struggling.

In addition, there are still some people in the industry are based on the current consumer electronics market believes that competition among electricity suppliers increasingly fierce, led to the current market price war cycle of home appliances to further expand a major culprit of. If the furniture industry relies too much on e-commerce, once it is dragged into a price war, it is not worth the gains.

Only when you work together in a physical store can you share more markets

Data show that last year sales of furniture stores nationwide total of 1.28 trillion yuan, compared with net sales of 1.2 billion it was just a drizzle.

"Overall price control system, large online transaction risk, product experience difficulty and logistics and post-maintenance services, doomed furniture industry 'electricity supplier of' slow process." Some experts believe that the "two-eleven" Volume The face value is high, and it seems to have completed the perfect counterattack of the "Economic Winter". However, if the smooth sales curve artificially arches a peak, not to mention the actual increase, the merchants ’logistics distribution and other service links may encounter There are many problems. For example, if there are color differences, material problems or bumps in the delivery process of the products seen on the Internet and the actual products ... Online sales are not only concerned with numbers, but also must be consistent with the pace of physical stores. Improve service, service flow, experience substitution, and form a joint force through online and offline interactions, taking the lead in the market downturn, in order to share more shares.