The online and offline contradiction of household e-commerce has a long history. One party is the interests of offline dealers, and the other is the rights appeal of online operators. However, in recent years, with the development of e-commerce in various fields, more and more old brands have begun to aim at the online, but is e-commerce really a savior, or is it just “looking beautiful�
As a part of the “separation†of the furniture industry, furniture e-commerce has maintained a “high-speed, large-step†development trend from the beginning. In the past two years, after entering the so-called “furniture winterâ€, there are more individual furniture e-commerce. The enterprise went against the market, and the double eleven entered the Tmall class. Currently, it is more and more popular among the public. Later, many furniture merchants “abandoned the entity and e-commerceâ€, but in the end, due to the understanding and mentality of B2C “half bucket waterâ€, most of them ended badly.
Furniture E-commerce: Express by the engine
In fact, recalling the performance of furniture e-commerce in the past two years, it will be consciously that the "fast train" of furniture e-commerce is getting tired. Take the Tmall furniture brand Linshi Wood as an example: In 2014, the double eleven Lin's wood industry won the same title with 330 million yuan, a three-fold increase compared with 2013; by 2015, this value has become 510 million. The growth rate has gradually slowed down. In the same industry, the top three are still old friends of Lin's wood industry: Gu Jia and all friends, but the results are also no bright spots.
Although the speed of the front runners slowed down, the middle and upper reaches did not catch up. On the contrary, there was a phenomenon of “green and yellowâ€. In the first two years, the top ten of the list and the dynasty disappeared, and instead they replaced them. It is a well-known powerhouse such as Mousse. The mid-stream brands of furniture e-commerce have repeatedly studied and changed to the final position, but they have not seen the trend of the front row.
Of course, for the results of this year's double eleven furniture category, most media still make mainstream comments on the list. The similar saying that "furniture categories account for the increasing percentage of the whole category" is the most popular, but among them, whether there is a trick or not, and how many illusions have caused traditional enterprises to contact B2C, it is not known.
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Traditional furniture: this is not the past
Compared with furniture e-commerce, another "twin" is even more miserable. Since the beginning of this year, many so-called "end furniture winters" predicted by many famous mouths have not only failed to revitalize the public stores and manufacturers as scheduled. On the contrary, in the case of the "Internet +" turmoil, the e-commerce has seized the share. In the case that the big environment property market has not seen warmth, the traditional furniture industry has shown a scene of ruin.
Since March of this year, the furniture collection and distribution group in the Pearl River Delta region has represented the phenomenon of “closing tidesâ€: the boss and the shareholders fled, the factory has empty shells, and thousands of migrant workers are unemployed. The emergence of these phenomena also proves the weakness of traditional furniture enterprises, including stores. Although it is full of tricks, it is always difficult to get through the winter. Only by burning money to warm up or giving up business, fortunately, at present, Most of the people choose the former, so that the furniture industry that has been in China for decades will quickly collapse.
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The future situation: Where to go
After all, whether it is traditional or e-commerce, as the annual "lifebuoy", the double eleven has already passed, so how to pass it smoothly until next day to this day is a very real problem. There are only two reasons for the development of the furniture industry, such as the impact of real estate; the second is the constant "civil war" of traditional furniture and furniture e-commerce.
Real estate as a "people problem" that everyone cares about, land, population, and policies have a huge impact on the industry, while furniture companies are more like a follower of real estate, unable to reverse the overall situation is this "component-like industry" Tradition
To be powerless outside the line, it is natural to start in the line. The contest between traditional furniture industry and furniture e-commerce is essentially a contest between two types of furniture companies: the traditional furniture industry has an excellent pre-sales experience, while the B2C has the advantage of being able to ignore the space and approach perfection. Both have unrepeatable development models and corresponding advantages and disadvantages. How to combine the advantages into the contradiction between the furniture industry and all traditions and e-commerce: that is, the O2O development model.
As a part of the “separation†of the furniture industry, furniture e-commerce has maintained a “high-speed, large-step†development trend from the beginning. In the past two years, after entering the so-called “furniture winterâ€, there are more individual furniture e-commerce. The enterprise went against the market, and the double eleven entered the Tmall class. Currently, it is more and more popular among the public. Later, many furniture merchants “abandoned the entity and e-commerceâ€, but in the end, due to the understanding and mentality of B2C “half bucket waterâ€, most of them ended badly.
Furniture E-commerce: Express by the engine
In fact, recalling the performance of furniture e-commerce in the past two years, it will be consciously that the "fast train" of furniture e-commerce is getting tired. Take the Tmall furniture brand Linshi Wood as an example: In 2014, the double eleven Lin's wood industry won the same title with 330 million yuan, a three-fold increase compared with 2013; by 2015, this value has become 510 million. The growth rate has gradually slowed down. In the same industry, the top three are still old friends of Lin's wood industry: Gu Jia and all friends, but the results are also no bright spots.
Although the speed of the front runners slowed down, the middle and upper reaches did not catch up. On the contrary, there was a phenomenon of “green and yellowâ€. In the first two years, the top ten of the list and the dynasty disappeared, and instead they replaced them. It is a well-known powerhouse such as Mousse. The mid-stream brands of furniture e-commerce have repeatedly studied and changed to the final position, but they have not seen the trend of the front row.
Of course, for the results of this year's double eleven furniture category, most media still make mainstream comments on the list. The similar saying that "furniture categories account for the increasing percentage of the whole category" is the most popular, but among them, whether there is a trick or not, and how many illusions have caused traditional enterprises to contact B2C, it is not known.
Traditional furniture: this is not the past
Compared with furniture e-commerce, another "twin" is even more miserable. Since the beginning of this year, many so-called "end furniture winters" predicted by many famous mouths have not only failed to revitalize the public stores and manufacturers as scheduled. On the contrary, in the case of the "Internet +" turmoil, the e-commerce has seized the share. In the case that the big environment property market has not seen warmth, the traditional furniture industry has shown a scene of ruin.
Since March of this year, the furniture collection and distribution group in the Pearl River Delta region has represented the phenomenon of “closing tidesâ€: the boss and the shareholders fled, the factory has empty shells, and thousands of migrant workers are unemployed. The emergence of these phenomena also proves the weakness of traditional furniture enterprises, including stores. Although it is full of tricks, it is always difficult to get through the winter. Only by burning money to warm up or giving up business, fortunately, at present, Most of the people choose the former, so that the furniture industry that has been in China for decades will quickly collapse.
The future situation: Where to go
After all, whether it is traditional or e-commerce, as the annual "lifebuoy", the double eleven has already passed, so how to pass it smoothly until next day to this day is a very real problem. There are only two reasons for the development of the furniture industry, such as the impact of real estate; the second is the constant "civil war" of traditional furniture and furniture e-commerce.
Real estate as a "people problem" that everyone cares about, land, population, and policies have a huge impact on the industry, while furniture companies are more like a follower of real estate, unable to reverse the overall situation is this "component-like industry" Tradition
To be powerless outside the line, it is natural to start in the line. The contest between traditional furniture industry and furniture e-commerce is essentially a contest between two types of furniture companies: the traditional furniture industry has an excellent pre-sales experience, while the B2C has the advantage of being able to ignore the space and approach perfection. Both have unrepeatable development models and corresponding advantages and disadvantages. How to combine the advantages into the contradiction between the furniture industry and all traditions and e-commerce: that is, the O2O development model.
The furniture industry's exploration of O2O is no slower than all walks of life, and even for them is already an urgent need. The upstream of furniture e-commerce has maintained a good growth rate in recent years, and O2O is the first minister. But as long as the O2O model has not yet become mainstream, the two forms of e-commerce and tradition will continue to struggle, dragging the furniture industry to the abyss.
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