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Net merchants lack many responsibilities. Li Qingyun, president of Tianjin Home Chamber of Commerce, said in an interview with Bohai Morning Post that the characteristics of online merchants are that the purchase model is novel and in line with the habits of young consumers, but the particularity of the home industry determines the online transaction ratio. Store transactions are more inconvenient. "Furniture and building materials are different from clothing and accessories. The courier company that serves the network operators cannot provide many essential services such as delivery, building, installation, commissioning, returning, design and so on."
For example, Li Qingyun analyzes that everyone wears clothes, but most people do not lay tiles and install seats. These services can only be provided by physical stores, and online merchants cannot. More importantly, physical stores also have many responsibilities and functions such as discovering industry price issues, discovering product quality standards, promoting industry standards, and standardizing service after-sales. These are necessary for social development and are not available to network operators. "At the earliest, there are no home stores, building materials, furniture, etc., which are planned items in the field of production materials." Li Qingyun said that the reason why home stores appear is because the core of home consumption is to buy "home culture", which is why online merchants cannot Provided by consumers.
At this stage, online merchants are only a means of promotion. "Domestic online merchants are still in their infancy. Compared with physical stores, there are too many deficiencies. Even the seemingly attractive prices have lost their temptation after the calculation of the accounts. Lu Siqi, the general manager of Huanhaihai Home, expressed his views on the “Double 11 Controversyâ€.
In the interview, Lu Siqi calculated a fine account for the Bohai Morning Post reporter. Taking tiles as an example, the price of online goods is “naked price†and does not include distribution, handling, installation, design, return, etc., which are necessary for consumers. For example: 50 square meters of the same type of tile, online price of 5,000 yuan, the store price of 8,000 yuan. Consumers must hire vehicles and personnel to pick up and move goods from manufacturers or warehouses far away from other provinces and cities. This cost alone is more than 3,000 yuan. Even if the online merchants provide delivery services, consumers should pay the designer to design the paving plan, ask the workers to tiling the tiles, and purchase the accessories needed for the tiles. It costs two or three thousand yuan. If you return or replenish, the money you get back from the bricks is not enough. The most troublesome thing is that there is damage in transportation or after-sales maintenance service, and these problems can not be solved by network operators.
In Lu Siqi's view, at this stage, online merchants are more of a new marketing model for physical stores, in order to expand the speed of information dissemination and cater to the preferences of young consumers. The combination of online merchants and physical stores is a development trend in the next few years. There are many non-standardized products in the home industry, focusing on pre-sales design, experience, and indispensable after-sales installation services. It is difficult for comprehensive online merchants to compete with home professional online merchants. Internet operators want to develop rapidly in the home furnishing industry. The ideal way of working with physical stores.
It is difficult for network operators to replace the lack of responsibility of traditional home stores.
The "Double 11" network promotion war has been exhausted, and the topic of "sales market boycotts" in the home industry is still continuing. The focus of attention has evolved from a "price war" to a "pattern dispute." Will traditional home stores be affected by online merchants and gradually replaced by online merchants? This issue has become the biggest hot spot. Bohai Morning Post reporter visited Tianjin Home Furnishing Chamber of Commerce, Huanhaihai Home, Real Home, Red Star Macalline, Jiayi Home, Dengfa Home and other first-line stores, and found that most people in the industry believe that the particularity of the home industry determines that it is difficult for network operators. Replace traditional stores.