In recent years, the days of China's furniture industry have become increasingly sad. Since the outbreak of the global economic crisis in 2008, China's furniture exports have shrunk dramatically, and the survival of countless export-oriented furniture companies has been threatened. In order to strive for a certain living space, only the export will be turned into domestic sales, and the road to vigorously expand the domestic furniture market can go. At the same time, China's e-commerce is in a stage of rapid development, and the rapid rise of a large number of e-commerce companies has made China's e-commerce market a prosperous scene. Therefore, when the traditional furniture enterprises that encounter the threat of survival meet the emerging fast-growing e-commerce, the spark of passion is bursting out, and the traditional furniture enterprises have become an irreversible trend in the e-commerce market!
Early development: the tragic killing on the Taobao platform
As the largest third-party business platform in China, Taobao has become the first choice for many furniture companies to enter the e-commerce market. In the initial period of the development of furniture e-commerce, many companies rely on this well-known platform to open flagship stores, and in this way to establish their own good image in the field of furniture e-commerce, grab a certain market share, and lay a good foundation for its future development. A good foundation. Today's best companies in the field of furniture e-commerce, such as Lin's Wood, Melaleuca, and Great Forest, initially opened up on the Taobao platform. Time crossed in 2009, more and more traditional furniture companies have spotted the field of furniture e-commerce, and have begun to get involved. However, it has not been seriously market research and rushed to the sea, the consequences are extremely heavy. In the early stage of the development of the furniture e-commerce industry, there has been a simple reshuffle, and some enterprises that cannot adapt to this business model have to switch back to traditional management. The pattern continues to compete with the sluggish market. Those companies that have withstood the initial pains of the market have stayed and officially opened a new era of furniture e-commerce, injecting fresh blood and vitality into the entire furniture market.
Rapid growth period: multi-platform management competition
With the development of the furniture e-commerce market, many merchants are no longer limited to the only channel of Taobao, they have begun to enter a variety of platforms. At the same time, large-scale e-commerce companies such as Jingdong and Amazon have opened up third-party platforms and actively welcome the participation of major brands, which has brought new business opportunities to major furniture e-commerce. For a time, the competition between the platform and the platform, the competition between the furniture e-commerce companies, brought the development of the entire market into a white-hot stage. In addition, major e-commerce companies have begun to build their own platforms, so that not only can get rid of the many restrictions of third-party platforms, but also through their own websites to promote and promote the brand, it can be said that it is a two-pronged. Today, Merlot and other companies have been successful in building their own platforms. In recent days, Red Star Macalline also announced its entry into the e-commerce field, and its online platform will also be high-profile online. Therefore, the competition for the online platform of furniture e-commerce will become more and more fierce!
White heat: model innovation brings new business opportunities
Compared with clothing, food and 3C products, furniture e-commerce is a product with a low starting point and a late start. It enters a relatively mature market with FMCG as the leading product. Furniture is a slow experience non-standardized product. How to adapt to the whole market has become a problem that enterprises that have entered this field have to solve. How to get the trust of consumers in the online mall, turning clicks into orders has become a problem for the majority of furniture e-commerce. After the development of Taobao stores and multi-platform operations in the early stage, if you still want to maintain the strong competitiveness of the company, you need to make breakthroughs in its entire model. Taking Melaleuca as an example, as the first company to put furniture on the e-commerce platform, Melody has experienced every development process of furniture e-commerce. Nowadays, it not only owns the Taobao shop of its own brand, but also has a high-profile presence in Jingdong, and its own platform operation is also in full swing. However, this did not happen when Melody stopped to move forward. In April 2012, Melody made a high-profile O2O business model and began to open experience halls across the country, greatly enhancing the user experience. Its "online operation + offline experience" model not only eliminates the doubts of online shopping furniture, but also provides a model for the development of furniture e-commerce.
The development of furniture e-commerce has generally experienced these three stages. Today, these three business models still exist in parallel. As the largest third-party platform, Taobao still has a strong appeal that consumers can't match; The operation of the platform has also become a trend, many companies have tried the water; in addition, many companies such as Melody are still exploring the innovation of business model, trying to find the most suitable development model to occupy a place in the highly competitive e-commerce market. . With the rising rents of venues and rising labor costs, the days of furniture stores have become increasingly difficult, and e-commerce has become a lifeline for many traditional furniture companies. Although this emerging model still has inevitable contradictions with traditional operations, the success of many furniture e-commerce companies such as Melody has shown that taking the e-commerce road will bring a glimmer of hope to the entire industry that is in the winter.
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