The development of e-commerce by home building materials enterprises has become a development trend that everyone recognizes. But how do you develop e-commerce? There are two choices in front of the enterprise: one is to set up an independent e-commerce company to run alone; the other is to make the whole enterprise e-commerce. What kind of choice should our home furnishing company make?
My suggestion is to choose the second way: to make traditional businesses e-commerce. This is also the subject of this panel discussion.
How far is home business e-commerce from us? There is an ad: How big is your heart, how big your stage is. Applying this question is: how close is the heart, how close you are to e-commerce.
In fact, the e-commerce of home-based enterprises is close at hand, just at the foot.
However, the e-commerce process of home-based enterprises is a long road.
Here I would like to briefly talk about the following questions: 1. What does e-commerce mean for traditional home furnishing companies? 2. Why do companies have to e-commerce when they are doing e-commerce companies alone? 3. How do traditional home furnishing companies achieve e-commerce?
1. What does e-commerce mean to traditional home furnishing companies?
I once gave a keynote speech on “Let the malls plug in e-commerce wings†in the general training class of a famous traditional home building materials store in China, which talked about the crisis and challenges faced by traditional home building materials channels.
Traditional home furnishing companies and traditional home furnishing stores have a close relationship with each other. Whether it is e-commerce or not, it is also related to the future development of traditional home furnishing enterprises.
I use the concept of "marketing chain" to analyze in detail the changes in the competitive environment of traditional home furnishing enterprises brought about by e-commerce development.
Before the emergence of e-commerce channels, the sales of our home furnishing companies in the traditional home building materials channel basically have such several key functions: sales, after-sales service, customer service (solving customer complaints). The specific marketing functions are as follows:
For many years, our traditional marketing has always done this. In addition to doing some advertising, we basically wait for the customer to come to the door, then sell, and then install the service after the sale, there is a problem customer service. We are used to it, it seems that customers are used to it.
However, is this marketing business process in line with the needs of home improvement consumers? If it is not satisfied, what kind of consumer demand does the home improvement consumer have?
The two factors determine the unique needs of home improvement consumers for the marketing function of home building materials, and this special demand determines the core competition connotation of home business e-commerce development.
The first is the importance of home improvement. People can't buy a few houses in their lifetime (except for those who are in the room). Every time the new house is decorated and decorated, it is a big event in life. It involves a lot of money, invests a lot of energy, and has a major relationship to family happiness. Therefore, choosing home goods requires careful and careful.
Second is the immaturity of the home market. The asymmetry of the importance of household goods to consumers is the immaturity of the home market: the unclear price of goods, various intermediary rebates, the number of brands with unclear categories, the materials used in commodities, and so on. The consumption of household goods can be described as a step by step.
At the same time as the pursuit of new homes, home consumers have a great fear of the purchase of household goods. They need reliable information from sources for analysis and need to be learned from other consumers' experiences. This is the so-called home goods pre-order shopping guide information. Investigations and studies have shown that pre-installation information on home improvement has a major impact on the decision of home improvement consumers to purchase home building materials.
It can be seen that the marketing process of home building materials is not limited to the sales and service links of products. It is a pre-existing information shopping guide process that fully includes consumer word-of-mouth, home decoration information, brand information, products and price information. Marketing chain.
What is lacking in traditional channels is the important part of the pre-order shopping guide mentioned above. The Internet provides a growing soil for the pre-emptive shopping guide information of such household goods, thus forming a closed-loop e-commerce marketing chain. Pre-emptive shopping guide information, or will become the traffic entry point for future home improvement consumers, is the strategic commanding height of the home business enterprise in the e-commerce era. This is the biggest crisis faced by traditional channels in the future industry competition, and it is also the big crisis facing our traditional home furnishing enterprises.
Therefore, the e-commerce of traditional home furnishing enterprises should be closely related to this closed-loop e-commerce marketing chain.
For traditional home furnishing enterprises, e-commerce means that traditional home furnishing enterprises can establish, improve and strengthen the marketing chain function of the e-commerce era.
2. Why should e-commerce companies develop e-commerce separately?
When people talk about e-commerce development, they may think more about setting up an e-commerce company to develop separately. So what is the difference between this independently developed e-commerce company and what we call the traditional home business e-commerce?
Let us first talk about the commonality between them: the so-called e-commerce of home enterprises does not exclude the establishment of an e-commerce company by itself, nor does it exclude the establishment of an independent e-commerce sales channel. Therefore, the independent e-commerce company model is included in the e-commerce model we are talking about.
The difference between the two is concentrated on the strategic goal of e-commerce development.
The e-commerce strategic goal of home furnishing companies may seem abstract at first glance, but we can use a simple question to make it concrete: What should the original business of the enterprise do after e-commerce development?
This issue may bring us back to reality from the strategic paradox of e-commerce development. We know that e-commerce poses a huge challenge to the development of traditional enterprises. If we build a new e-commerce company, the company's development may be able to compete with other e-commerce companies, but how can this new e-commerce company help the company's traditional business, especially the traditional channels of the company? Can this new e-commerce company bless the traditional business of the company without being slain by e-commerce?
This table lift has two step and is very popular for height adjustable desks, tables, and can be used as a TV Lift. The set includes 2 lifting columns, 1 control box to control both lifting columns and 1 remote.
Welcome customers from all over the world to purchase the Height Adjustable Desk and Lifting Column.
Lifting Column,Lift Column,Electric Lifting Column,Steel Lifting Column
Shaoxing contuo Transmission Technology Co.,Ltd , https://www.ctelectricdesk.com