With online shopping in the hearts of the people, many home furnishing companies have been eager to open up new models of online marketing. From the initial release of product and company information on the Internet, to the full display of corporate image, cultural concept, and then to the opening of online brand malls ... all of these, to the industry to convey a signal: the era of home business network marketing has arrived. In 2011, there will be more first-line home brand companies to explore their new territory through online marketing.
Internet marketing makes consumers affordable
With the post-80s and 90s becoming the mainstream consumer groups, online marketing will become the trend of the future home industry development, and the online market will become a must for businesses. According to survey data, US online shopping sales accounted for 40% of total sales, while the current domestic home market does not exceed 5%. Therefore, the future network will become a very important marketing channel for the entire industry. Revolutionary changes.
The home furnishing industry has long tried to develop online marketing channels. Traditional businesses such as Oriental Homeland and Lanjingli have long been “touching the netâ€. However, it was not until the 2010 Qumei Furniture Online Mall launched the “Quyi Group†tens of billions of large group purchase activities, the “touching the net†trend of the entire home industry was really heated up. According to Zhao Ruihai, president of Qumei Furniture: “In the more than one year after Qumei Online Mall officially launched, the online sales of a table, for example, the proportion of online and offline sales has reached 4:6, online shopping malls directly Pulling Qumei sales increased by 30%."
Qu Mei Zhao Ruihai said bluntly: "The opening of Qumei Furniture Online Mall is a good thing for consumers. Our original intention is to bring true and positive benefits to consumers. Through e-commerce platform, we can achieve special direct sales. The purpose is to simplify the link in the marketing model and reduce the cost, instead of shrinking the quality of the product. The establishment of the network marketing platform is to reduce the price in the true sense, without lowering the quality, and really let the people benefit."
Aijia CEO Wang Ke believes that low price is an important magic weapon for the home website to expand the market in the early stage. Some of the products on the homestay website are 20%-50% lower than the market price. The person in charge of the actual home also said: "There is a lot of things to do before opening the online store. In addition to gradually putting standardized products on the Internet, we must be competitive in product pricing and will be cheaper than the offline mall. But can't break the price system."
Internet marketing complements traditional channels
For the popular online marketing, many home furnishing companies have their own unique understanding and experience. In most people's view, online marketing has a certain market space, which can effectively complement the traditional marketing channels. "We regard the store as the army and the network as the air force. The network is fast, the radius of activity is large, and the publicity is wide. It is very similar to the Air Force." Cao Yitang, general manager of Lihao Furniture, said: "The network and physical stores are important complementary relationships. E-commerce does not really look at how many furniture is sold online. The main purpose is to hope that the network can help the physical stores to promote the physical stores.
The biggest problem of network marketing is reflected in the after-sales service. The existence of physical stores provides a good localization service for network sales. Zhao Ruihai agreed with this view: "In 2011, we considered the most in the field of e-commerce, not technology, sales and other issues, but ideas, methods and innovation capabilities, including further exploration of how traditional marketing channels and online marketing support each other. â€
Will online marketing conflict with traditional marketing models? Cao Yitang said that Xuanji: "We were very cautious when we started e-commerce, because we have to consider the interests of franchisees and specialty stores, so we have another product line that specializes in producing products for online sales. There will be conflicts."
Increasing investment in network marketing is the winning strategy
Although home business online stores have become popular, there is still no company that uses e-commerce as the main sales channel. Compared with Taobao, Jingdong Mall, Dangdang and other large e-commerce websites, the home online sales platform is very basic.
Insiders pointed out that the traditional home furnishing industry is mostly customized and personalized products, and the user decision-making process is long, which is not conducive to online transactions. In addition, the brand concentration of the home industry is relatively low, the requirements for professional services are very high, and the industry lacks specialized e-commerce talents, which increases the difficulty for home enterprises to “touch the netâ€.
Chen Can, a senior consultant of an e-commerce center, believes that the level of e-commerce in home furnishing enterprises is not high because traditional home furnishing companies do not really pay attention to this market. The home building materials industry has problems in transportation, installation and after-sales, if not A large number of up-front investment, network marketing can only be small and small, and the investment is not natural enough will lead to difficult home business e-commerce platform.
The reporter clearly felt that although the enterprises such as the home have occupied a considerable market share online, their support for e-commerce is still not strong. The reporter entered the official website of the actual home and found that there is only one channel name of the online mall, and the specific content has not yet been online.
In fact, compared with Taobao and other large shopping websites, home building materials online shopping platform is easier to help companies achieve marketing expansion. Through the organic combination with e-commerce, the display size of physical stores can be expanded several times. Once the operation is mature, the online shopping mall can help merchants or stores effectively save the cost of site rent, water and electricity, labor, etc., and greatly increase the sales of goods.
Chen Can believes that the time for home enterprises to compete in the online market has arrived. Enterprises cannot always passively accept the impact of the era of network marketing. Only by paying enough attention, taking the initiative to attack, increasing investment, and accelerating the establishment of new modes of commercial marketing and market expansion can we This emerging market is the first to get a piece of it.
Internet marketing makes consumers affordable
With the post-80s and 90s becoming the mainstream consumer groups, online marketing will become the trend of the future home industry development, and the online market will become a must for businesses. According to survey data, US online shopping sales accounted for 40% of total sales, while the current domestic home market does not exceed 5%. Therefore, the future network will become a very important marketing channel for the entire industry. Revolutionary changes.
The home furnishing industry has long tried to develop online marketing channels. Traditional businesses such as Oriental Homeland and Lanjingli have long been “touching the netâ€. However, it was not until the 2010 Qumei Furniture Online Mall launched the “Quyi Group†tens of billions of large group purchase activities, the “touching the net†trend of the entire home industry was really heated up. According to Zhao Ruihai, president of Qumei Furniture: “In the more than one year after Qumei Online Mall officially launched, the online sales of a table, for example, the proportion of online and offline sales has reached 4:6, online shopping malls directly Pulling Qumei sales increased by 30%."
Qu Mei Zhao Ruihai said bluntly: "The opening of Qumei Furniture Online Mall is a good thing for consumers. Our original intention is to bring true and positive benefits to consumers. Through e-commerce platform, we can achieve special direct sales. The purpose is to simplify the link in the marketing model and reduce the cost, instead of shrinking the quality of the product. The establishment of the network marketing platform is to reduce the price in the true sense, without lowering the quality, and really let the people benefit."
Aijia CEO Wang Ke believes that low price is an important magic weapon for the home website to expand the market in the early stage. Some of the products on the homestay website are 20%-50% lower than the market price. The person in charge of the actual home also said: "There is a lot of things to do before opening the online store. In addition to gradually putting standardized products on the Internet, we must be competitive in product pricing and will be cheaper than the offline mall. But can't break the price system."
Internet marketing complements traditional channels
For the popular online marketing, many home furnishing companies have their own unique understanding and experience. In most people's view, online marketing has a certain market space, which can effectively complement the traditional marketing channels. "We regard the store as the army and the network as the air force. The network is fast, the radius of activity is large, and the publicity is wide. It is very similar to the Air Force." Cao Yitang, general manager of Lihao Furniture, said: "The network and physical stores are important complementary relationships. E-commerce does not really look at how many furniture is sold online. The main purpose is to hope that the network can help the physical stores to promote the physical stores.
The biggest problem of network marketing is reflected in the after-sales service. The existence of physical stores provides a good localization service for network sales. Zhao Ruihai agreed with this view: "In 2011, we considered the most in the field of e-commerce, not technology, sales and other issues, but ideas, methods and innovation capabilities, including further exploration of how traditional marketing channels and online marketing support each other. â€
Will online marketing conflict with traditional marketing models? Cao Yitang said that Xuanji: "We were very cautious when we started e-commerce, because we have to consider the interests of franchisees and specialty stores, so we have another product line that specializes in producing products for online sales. There will be conflicts."
Increasing investment in network marketing is the winning strategy
Although home business online stores have become popular, there is still no company that uses e-commerce as the main sales channel. Compared with Taobao, Jingdong Mall, Dangdang and other large e-commerce websites, the home online sales platform is very basic.
Insiders pointed out that the traditional home furnishing industry is mostly customized and personalized products, and the user decision-making process is long, which is not conducive to online transactions. In addition, the brand concentration of the home industry is relatively low, the requirements for professional services are very high, and the industry lacks specialized e-commerce talents, which increases the difficulty for home enterprises to “touch the netâ€.
Chen Can, a senior consultant of an e-commerce center, believes that the level of e-commerce in home furnishing enterprises is not high because traditional home furnishing companies do not really pay attention to this market. The home building materials industry has problems in transportation, installation and after-sales, if not A large number of up-front investment, network marketing can only be small and small, and the investment is not natural enough will lead to difficult home business e-commerce platform.
The reporter clearly felt that although the enterprises such as the home have occupied a considerable market share online, their support for e-commerce is still not strong. The reporter entered the official website of the actual home and found that there is only one channel name of the online mall, and the specific content has not yet been online.
In fact, compared with Taobao and other large shopping websites, home building materials online shopping platform is easier to help companies achieve marketing expansion. Through the organic combination with e-commerce, the display size of physical stores can be expanded several times. Once the operation is mature, the online shopping mall can help merchants or stores effectively save the cost of site rent, water and electricity, labor, etc., and greatly increase the sales of goods.
Chen Can believes that the time for home enterprises to compete in the online market has arrived. Enterprises cannot always passively accept the impact of the era of network marketing. Only by paying enough attention, taking the initiative to attack, increasing investment, and accelerating the establishment of new modes of commercial marketing and market expansion can we This emerging market is the first to get a piece of it.
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