"After 10 years, if the share of e-commerce in the mid-to-high-end home retail market exceeds 15%, I am willing to lose to Wang Jianlin and Ma Yun each 100 million. If they don't, I will donate all to the society."
Known as the investment of 400 million yuan, Hongxing Meikailong's e-commerce platform "Hongmei Mall" experienced "performing performance, poor performance, change coaches and layoffs". After the final revision, it was renamed Xingyijia, and the original investment was suspected of "fetching water." "Floating", but the company's chairman, Che Jianxin, recently expressed "not optimistic about" the future trend of household e-commerce through the "open bet".
Red Star Macalline failed, and the home is just getting started. Yuexing Furniture, JSWB, Jin Haima and other home stores are still "exploring." The reporter of "China Enterprise News" learned in the interview that in the face of the increasingly e-commerce trend in recent years, China's home building materials capital has fallen into the "difficulty" of e-commerce transformation in the process of seeking "inline and offline integration". .
E-commerce: the road that the home industry can't get around
Compared with the new publicity of the car construction, many home building materials industry insiders said in an interview with the "China Enterprise News" reporter that "the future home market must be no store or not. Only the current home industry electricity. Commercialization is still on the road to growth, and traditional home manufacturers have also copied traditional operating paths and business models when they switch to e-commerce. The failures encountered do not mean that the future development prospects of this trend are worrying."
Since the beginning of this year, the e-commerce expansion of the home industry has not been affected by the phased failure of the Red Star Macalline e-commerce project. After the cooperation was reached in October 2012, the “home improvement city†jointly created by Jingdong Mall [microblogging] and Sina Home in May this year was officially launched. At the same time, the e-commerce platform of the traditional home building materials store in the real estate " actually online" was officially released on May 1st.
In addition, Qijiawang, a pure e-commerce platform that started with online group purchases, also announced the acquisition of some stores in Oriental Homeland, and plans to open 100 offline experience stores by 2015. Since the beginning of this year, Taobao's Tmall [microblogging] home improvement hall has begun to integrate the "last mile" service chain of home building materials online shopping, trying to build an online and offline integration platform for home building materials online shopping.
Zhang Xianwei, director of Qijiawang Marketing, believes that “the rapid development of e-commerce will enhance the existing industrial efficiency of the home industry and break the existing channel structure and structure. In the future, e-commerce channels will become an important platform for equalization with offline stores. At this stage, it is still in the exploration stage."
A person who asked for anonymity, the Red Star Macalline, revealed that “the boss has seen the trend of e-commerce on the traditional channels of homes many years ago. In recent years, the company has been exploring the path of online and offline integration. At this stage, the impact of e-commerce on the company is not great, so it is still at the stage of exploration, and there is no real road repair."
China Industry Consulting Network Research Department estimates that the scale of domestic home e-commerce will reach RMB 205 billion in 2015, and the online shopping rate is expected to reach 17.5%, becoming the “next gold mine†after e-commerce after apparel and 3C digital.
Revolution: a battle without smoke
At present, the path of China's household e-commerce has basically surfaced. The e-commerce platform of the traditional home store represented by Red Star Macalline and Real Home, and the third-party platform represented by Tmall and Jingdong, and the professional home e-commerce platform such as Qijiawang and Melaleu. Many home brand manufacturers have not established plans to build a platform, and most rely on third-party platform vendors.
However, compared with the rapid development of e-commerce in the fields of home appliances, department stores, etc., the pace of household e-commerce has been slower in recent years: First, the online sales of home customers are lower, such as Tmall’s home-based customer price is only 500. The second is that the products sold are mostly small standard products of bathroom hardware, and the furniture is also mostly plate-type software, which does not realize the full-category e-commerce.
In this regard, Pan Shouzheng, co-founder of Shouzheng Partner Investment Management Co., Ltd., told the China Enterprise News reporter that “homemakers do e-commerce mainly choose third-party platforms to rush sales, while traditional offline channels do e-commerce through platforms. Rent, final delivery, installation and other services also need to be provided by offline dealers. This continuation of previous successful experience in expanding new business areas will obviously encounter development difficulties."
Since last year, the problem of household e-commerce has begun to be exposed, and it has become the focus of consumer complaints: many household goods are not standard parts, and consumers often cannot install and use after buying them. Many household goods involve door-to-door and installation services. However, the e-commerce platform does not provide it. The household e-commerce researcher Tang Ren summarized it as "not going online, not going offline", and the online e-commerce is generally unable to successfully complete the offline service. The traditional home channel dealers have not progressed well in the development of e-commerce.
For the "next line" problem of traditional home stores such as Red Star Macalline, Zhang Xianwei believes that "the key is still the wrong genetics, and it is impossible to coordinate the e-commerce platform and offline stores, especially some leased commercial real estate, most of them. It is not a real retailer, but a commercial real estate developer.
“Traditional home furnishing enterprises are still in the stage of optimization and upgrading of the original model. For example, in the integration of production and sales of manufacturers, there is no strong brand influence. At the same time, it is not the money for selling goods but the real estate model for rent. They will also let them look forward to the transition process and face a great exploration cycle. Pan Shouzheng also believes that the home manufacturers are highly fragmented, and there is no national influence brand and real estate model of home stores. The strong channels like Gome have become the current obstacles to household e-commerce.
O2O : Unconfirmed industry direction
In recent years, the development of household e-commerce has been in the industry's "self-entertainment" and "small play", but it is facing the embarrassment of no return on investment. In the eyes of many home industry insiders, “the key is that in the exploration of the e-commerce business model of the home and the future development trend, the whole industry is still in an exploratory stage, and there is no one that can carry out large-scale replication and large-scale expansion. The pattern appears."
For home building materials belonging to durable goods, there are characteristics of "low attention, high participation". Because consumers are unfamiliar with the brand, it is easy to jump when buying online. It is difficult for customers to make purchase decisions online immediately. Then, in the future, the development of household e-commerce will be able to achieve rapid development under the promotion of which business model system.
Zhang Xianwei believes that “the mainstream trend in the future is the O2O model of online and offline integration, all of which meet the customer's convenient, fast and full experience model. However, its current development needs to solve the supply chain efficiency problem and form the roles in the ecosystem. The value network of symbiosis and coexistence."
Pan Shouzheng also believes that "Who can optimize the entire industry chain, so that consumers can really benefit, can buy cheap and good home products, who can achieve the greatest success. O2O provides more than just a place for experience, The greater significance lies in the exposure of big brands and the establishment of trust. The storefronts everywhere are the live advertisements of the brand."
In recent years, Qijia.com, featuring the characteristics of “online convening, offline experience and salesâ€, has explored a new development path under the “O2O†model on the road of household e-commerce. At the same time, Melaleuca Mall will focus on sourcing and reducing costs by using IKEA's supply chain management system by investing its main resources in the sales process and expanding its online traffic and offline experience stores. Outsourcing the installation to a professional service company, relying on Haier's Rishun home service network.
The Tang people believe that "in addition to a small number of professional platform vendors such as Qijiawang and Melaleu, and a characteristic expansion road, the current e-commerce of traditional home channels has not seen success, and the third platform such as Tmall is also facing offline. The problem of difficult integration on the line."
“Capital has always favored the 'profitable' industry. In the traditional home enterprise brand concentration is low, the home channel business has limited scale, and has not completed its own industrial restructuring, it has quickly encountered the impact of e-commerce. Obviously this will bring confusion to the capital. Where is the commercial prospect of home e-commerce, and whether the O2O model can carry the e-commerce profitability of this industry, these are unknowns,†said Feng Hongjiang, a visiting professor at Zhejiang Wanli College. .
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