Under the background of increasing economic globalization and the current difficult business environment, furniture companies urgently need to innovate marketing thinking and enhance their competitiveness. The use of online marketing platforms has become an inevitable choice for enterprises.
In recent years, the awareness of the furniture industry for the Internet has increased dramatically. More and more furniture companies have started to use the Internet for brand promotion and online marketing. Network brand advertisements have also been increasingly accepted by companies, and furniture companies have continued to increase their investment in online shopping malls and B2B. Furniture e-commerce is on the rise.
Behind the e-commerce boom in furniture
Behind the gradual warming of China's furniture industry e-commerce is the result of the combined effects of Internet technology, e-commerce overall development and the current difficulties faced by the furniture industry.
1. The rapid development of the Internet and the maturity of e-commerce
The China Internet Network Information Center (CNNIC) "The 23rd Statistical Report on Internet Development in China" shows that as of the end of 2008, the number of Internet users in China reached 298 million, and the Internet penetration rate exceeded the global average of 21.9% for the first time by 22.6%. The number of broadband Internet users reached 270 million, and the number of CN CN domain names reached 13.572 million. The three indicators continued to rank first in the world, and the huge number of its ever-growing netizens provided ample room for the development of e-commerce in China.
2. Industry crisis touches corporate innovation
The global financial tsunami has brought a lot of impact to China, and many companies have faced more difficulties. They have gone bankrupt and layoffs have occurred from time to time. Among them, labor-intensive industries, including furniture, have suffered the most. Due to the low concentration of furniture companies and the lack of competitiveness in terms of economic strength, technical capabilities, brand, etc., only innovation and change can win the future.
E-commerce is the backbone of resisting the economic "winter". Enterprises use e-commerce to expand their market through the Internet, free from time and space constraints, can save a lot of costs, and can get more orders. Therefore, it gradually became the choice of many furniture companies. Its greatest advantage is that it can increase sales and reduce operating costs, improve operating efficiency, and thus bring profits to the company. E-commerce provides a platform for SMEs, so that they also have the opportunity to conduct online trade, companies can easily publish products through the platform, browse the supply information.
More and more manufacturing companies have opened online shopping malls outside the traditional sales channels. For example, domestic Haier, Lenovo and other IT companies, as well as Youngor and other apparel companies have opened online malls. Although the e-commerce of furniture companies still belongs to the initial stage of the beginning, there will be many difficulties and challenges, there will be sacrifices, but it is definitely worth the wait.
3, channel game give birth to the third way
At present, the Chinese furniture industry is dominated by distributors, and the store is the main channel model of the distribution platform. In recent years, with the rapid development of the real estate market, the number of newly-added furniture hypermarkets has continued to increase. At the same time, more and more foreign investors have begun to pay attention to and entered the domestic furniture distribution industry. In the furniture industry chain, the stores have gradually replaced the manufacturing brands, have the right to speak, and transformed the furniture industry chain from manufacturers to manufacturers, distributors, and distributors.
It is precisely because of the various drawbacks of the traditional furniture distribution model that many powerful furniture manufacturers and distributors began to get rid of traditional furniture stores, sell their products, stand out in the fierce market competition and rise rapidly. How furniture manufacturing companies create innovative marketing models has become the key to regaining control over the industry chain's dominant power. Under the catalysis of the Internet economy, e-commerce, the third channel model of the furniture industry, is emerging.