As a home industry closely related to real estate, it was not easy in 2013, the pace of financial crisis was tightening, and the regulation of upstream real estate policies, home business operators made all the stops, and rushed out while selling targets: When the news comes to the scene of hundreds of people, will it appear? Where are the consumers?
Especially when the "double eleven" Taobao "35 billion" figures appear, it will undoubtedly give the home industry a big stimulus.
Before the "Double Eleven", 19 home shopping malls collectively boycotted Tmall. The seemingly unbelievable move revealed a signal in the invisible: e-commerce really affects the home industry.
Interestingly, among the 35 billion, the sales of home improvement categories are 3.7 billion. From the point of view of numbers alone, it seems that there is a lot of room for digging. But what about this seemingly big cake? It is a problem for the home industry with a “traditional†title.
The market data is going down every year. Everyone is screaming. The current situation of the home industry in the past three years is from 2011 to 2013. The sound of "wintering" is one year short of one year. The status quo of data expression: the actual purchasing power of building materials and furniture is relatively low, and the demand cannot maintain the growth of sales. A phenomenon corresponding to this set of data seems to prove it from the side, that is, the exhibition area of ​​home brands is shrinking.
Mr. Mo, who has been engaged in furniture brand for ten years, when he has the best business, he has six brand stores in Hangzhou (including Linping). When the operating costs and income of each store are disproportionate, after weighing, Mr. Mo is in 2012. In the year, one of the two furniture malls adjacent to Qiutao Road was closed, and the storefront of other stores was adjusted. At the beginning of 2013, Mr. Mo did not hesitate to leave three stores, one in the north of the city and one in Linping. According to Mr. Mo's words, when the natural passenger flow into the mall is getting less and less, the cost and cost performance of a single store become a factor. At the same time, you must take the initiative to participate in various activities, or team up with other brands, if you dig channels, the store is too tired.
Home managers like Mr. Mo are not a case. Mr. Wang, a floor dealer who is going to do a few more activities in December, said frankly: There is no sales without promotion. Therefore, the dealers who are on this line, the employees of the home shopping mall, and even the brand factories all feel the "tiredness" in the big environment. The voice of "transformation" and "shuffling" is endless.
The most convenient transformation is to take the “e-commerce†to work in the media for many years. Mao Na has a sideline business. In Taobao, I opened a furniture store. It is 2 years, the customer orders online, the factory delivers, and the business is done for two years. Her biggest feeling is that the source of supply has an advantage over others. If the installation problem after the purchase of the customer is taken into account, then the business will not be bad.
In the home furnishing industry, there are also many e-commerce businesses. In 2010, Qumei United Tmall Mall launched the “Quyi Group†activity, more than 40 days, 135,000 orders nearly 100 million yuan sales performance, let Qumei e-commerce Fame, it also attracts more large furniture and building materials companies to enter e-commerce.
This year's Tmall double eleven, the sales of home improvement category category reached 3.7 billion, and completed only one-tenth of the sales of the whole year last year. The Lin's wood industry and all-friend furniture of the furniture category have achieved a good record of 100 million yuan. In the main materials category, Jiu Mu Sanitary Ware (73.63 million yuan), Op Lighting (67.85 million yuan) and TATA Wooden Door (47.19 million yuan) are at the forefront.
Unlike the B2C model that relies on Taobao and Tmall platforms, the O2O model has made many home brands feel excited. Melaleuca, which specializes in American furniture, has more than 100 offline experience stores nationwide, but the main battlefield is online. Its performance is very impressive. According to the offline order data of the National Day Golden Week this year, more than 23,000 valid orders, and 3,000 orders with only deposits will be processed, and the sales volume will keep the store. Furniture manufacturers are far behind.
Compared with annual sales, e-commerce currently accounts for only 7%-10%.
"Don't think of online sales as too magical. I think it is a good medicine for salvation. If you don't grasp it well, you can't find it. It will also become a burden." As a person who got involved in home e-commerce early, Wang Zhen took the electronic Business is very thorough. He believes that online sales is an additional channel. If a group of bets pulls the traditional industry into the e-commerce platform, it is highly likely that there is no difference with the terminal stores. Wang Zhen believes that the home shopping malls in the past two years like to get online shopping malls, but the products are not too different from the terminal stores, the advantage is not big, and finally the feeling of giving people becomes the portal of this mall.
"In fact, the home industry's electric shock e-commerce is still a little late than other industries. In addition to the particularity of the industry, there are almost no models to draw on, so it is very clear. But one thing is very clear, that is, electronics. Business is the trend of the times.†Wang Zhen’s remarks have also been supported by many well-known brands in the traditional home furnishing industry. For example, Qumei was the first to get an electric shock. Then, Gujia Home, Jiumu Sanitary Ware, TATA Wooden Door, etc. all set up e-commerce departments. From the understanding, they also believe that compared with the sales of terminal stores nationwide, the proportion of online transactions is currently 7%-10%, but there will be a big increase in the next year.
In the year when everyone shouted bottlenecks, e-commerce is definitely a new economic growth point. Wrigley, which has been involved in e-commerce for more than a year, derives from sales data: the youthfulness of the buying crowd determines the way of shopping. It is reported that more than 40% of the current Wrigley online shopping population is between 25-38 years old. Next, the 19-24-year-old users who are very concerned about online shopping, although they have not yet reached the stage of purchasing home products, are undoubtedly the main consumption power in the future. For the consumption taste of this group, occupying a large share of sales will not be a problem.
Especially when the "double eleven" Taobao "35 billion" figures appear, it will undoubtedly give the home industry a big stimulus.
Before the "Double Eleven", 19 home shopping malls collectively boycotted Tmall. The seemingly unbelievable move revealed a signal in the invisible: e-commerce really affects the home industry.
Interestingly, among the 35 billion, the sales of home improvement categories are 3.7 billion. From the point of view of numbers alone, it seems that there is a lot of room for digging. But what about this seemingly big cake? It is a problem for the home industry with a “traditional†title.
The market data is going down every year. Everyone is screaming. The current situation of the home industry in the past three years is from 2011 to 2013. The sound of "wintering" is one year short of one year. The status quo of data expression: the actual purchasing power of building materials and furniture is relatively low, and the demand cannot maintain the growth of sales. A phenomenon corresponding to this set of data seems to prove it from the side, that is, the exhibition area of ​​home brands is shrinking.
Mr. Mo, who has been engaged in furniture brand for ten years, when he has the best business, he has six brand stores in Hangzhou (including Linping). When the operating costs and income of each store are disproportionate, after weighing, Mr. Mo is in 2012. In the year, one of the two furniture malls adjacent to Qiutao Road was closed, and the storefront of other stores was adjusted. At the beginning of 2013, Mr. Mo did not hesitate to leave three stores, one in the north of the city and one in Linping. According to Mr. Mo's words, when the natural passenger flow into the mall is getting less and less, the cost and cost performance of a single store become a factor. At the same time, you must take the initiative to participate in various activities, or team up with other brands, if you dig channels, the store is too tired.
Home managers like Mr. Mo are not a case. Mr. Wang, a floor dealer who is going to do a few more activities in December, said frankly: There is no sales without promotion. Therefore, the dealers who are on this line, the employees of the home shopping mall, and even the brand factories all feel the "tiredness" in the big environment. The voice of "transformation" and "shuffling" is endless.
The most convenient transformation is to take the “e-commerce†to work in the media for many years. Mao Na has a sideline business. In Taobao, I opened a furniture store. It is 2 years, the customer orders online, the factory delivers, and the business is done for two years. Her biggest feeling is that the source of supply has an advantage over others. If the installation problem after the purchase of the customer is taken into account, then the business will not be bad.
In the home furnishing industry, there are also many e-commerce businesses. In 2010, Qumei United Tmall Mall launched the “Quyi Group†activity, more than 40 days, 135,000 orders nearly 100 million yuan sales performance, let Qumei e-commerce Fame, it also attracts more large furniture and building materials companies to enter e-commerce.
This year's Tmall double eleven, the sales of home improvement category category reached 3.7 billion, and completed only one-tenth of the sales of the whole year last year. The Lin's wood industry and all-friend furniture of the furniture category have achieved a good record of 100 million yuan. In the main materials category, Jiu Mu Sanitary Ware (73.63 million yuan), Op Lighting (67.85 million yuan) and TATA Wooden Door (47.19 million yuan) are at the forefront.
Unlike the B2C model that relies on Taobao and Tmall platforms, the O2O model has made many home brands feel excited. Melaleuca, which specializes in American furniture, has more than 100 offline experience stores nationwide, but the main battlefield is online. Its performance is very impressive. According to the offline order data of the National Day Golden Week this year, more than 23,000 valid orders, and 3,000 orders with only deposits will be processed, and the sales volume will keep the store. Furniture manufacturers are far behind.
Compared with annual sales, e-commerce currently accounts for only 7%-10%.
"Don't think of online sales as too magical. I think it is a good medicine for salvation. If you don't grasp it well, you can't find it. It will also become a burden." As a person who got involved in home e-commerce early, Wang Zhen took the electronic Business is very thorough. He believes that online sales is an additional channel. If a group of bets pulls the traditional industry into the e-commerce platform, it is highly likely that there is no difference with the terminal stores. Wang Zhen believes that the home shopping malls in the past two years like to get online shopping malls, but the products are not too different from the terminal stores, the advantage is not big, and finally the feeling of giving people becomes the portal of this mall.
"In fact, the home industry's electric shock e-commerce is still a little late than other industries. In addition to the particularity of the industry, there are almost no models to draw on, so it is very clear. But one thing is very clear, that is, electronics. Business is the trend of the times.†Wang Zhen’s remarks have also been supported by many well-known brands in the traditional home furnishing industry. For example, Qumei was the first to get an electric shock. Then, Gujia Home, Jiumu Sanitary Ware, TATA Wooden Door, etc. all set up e-commerce departments. From the understanding, they also believe that compared with the sales of terminal stores nationwide, the proportion of online transactions is currently 7%-10%, but there will be a big increase in the next year.
In the year when everyone shouted bottlenecks, e-commerce is definitely a new economic growth point. Wrigley, which has been involved in e-commerce for more than a year, derives from sales data: the youthfulness of the buying crowd determines the way of shopping. It is reported that more than 40% of the current Wrigley online shopping population is between 25-38 years old. Next, the 19-24-year-old users who are very concerned about online shopping, although they have not yet reached the stage of purchasing home products, are undoubtedly the main consumption power in the future. For the consumption taste of this group, occupying a large share of sales will not be a problem.
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