"The same brand of the same type of toilet, the online price is several hundred lower than the storefront." Consumer Ms. Xu is worried about the situation of her own expensive purchase. The explanation given by the salesperson is: "The quality of the glaze is different, the batch is different, the agents are different, and the online products are worse." Despite the explanation that sounds reasonable, Ms. Xu still has a home product. A sense of distrust: why the price is so messy.

For home products, can online and offline prices be unified?

Home store commitment

"Online and offline unified price"

Many consumers who are keen on online shopping still remember that before the double 11 promotion season, Tmall wanted to put the POS machine into the home store, and had encountered the boycott of many home circulation brands such as the Real Home, Red Star Macalline, and at the same time. On the 11th of November, the O2O e-commerce platform of the O's own home was actually online, and the online and offline synchronization incentives were opened with a pre-adjusted pace.

Are consumers waiting to see or rush? As an online trading platform with physical stores to compare, the price will not compare back to the comparison? In this regard, the Beijing Youth Daily "Guangsha Times" visited this.

By registering with the mobile phone number, Mr. Lin became the first member of the online group. During the online promotion in November, he purchased a set of sofas and several pieces of solid wood furniture, involving three brands. For Mr. Lin, who has always been cautious, he is the most taboo to buy a loss. Before placing the order, he has repeatedly visited the real estate stores to see the real thing and the price. When he confirmed that the furniture he selected was actually online. After the transaction price is the same, the order is placed. Although he ran a few times, Mr. Lin said that it is much more convenient to take his family. The process of discussing with his family is completely done online, and he is more assured when he looks at the actual goods.

Infiltrate from the physical store to the online shopping platform

"Clear price" is not easy

In the same brand store system, online and offline guarantee a unified price and uniform service, which can make consumers feel trust. The industry also said that the home products touch the net should be based on the "clear price", but only from the physical store point of view, due to the channel can not be unified, the dealer price confusion and other issues, the ideal state of the unified price has not been fully realized, more What's more, as a home online shopping platform that spurs the goal of “selling prices”, the unified price is not easy. In other words, the more chaotic the price, the more happy the price war of online shopping is. However, as Ms. Xu said at the beginning of the article, consumers who have suffered from the price and who are not sure about the after-sales service have already felt that the home products can not be hurt by the impulsive purchase.

Online browsing, offline ordering

Still the mainstream way of buying

Perhaps because of the inertia of consumption, unlike Mr. Lin, most consumers choose the way to browse online and place orders offline. From November 11th to 24th, the figures given by the relevant person in charge of the five storefronts can be seen that the new model of online and offline combination has greatly promoted sales. Among them, the sales volume of single store in North Fourth Ring Store increased by more than 60% compared with 2012, and the growth rate of Lize Store and Shunyi Store reached 100%.

In this regard, actually online general manager Wang Xiaokang said that the commitment of unified price is the key to consumers' assured purchase. At the same time, the new shopping channels and more convenient shopping experience brought by online are the key to the significant year-on-year growth of sales. . Wang Linpeng, the president of the Real Home, said that the addition of online online stores is also a deeper service. Where is the consumer and where the service is going, this principle has been extended from “after sales” to “pre-sale”. The combination of online platform and offline storefront truly combines selection, experience, purchase, delivery and installation into a complete circle.

Regardless of online and offline

"Manage and bury" sales methods

When the pure e-commerce platform flaunted the sales of various industry brands, the home industry was slightly calm. After the double 11 period, Tmall flagship store Lin's wood industry, all-friends furniture and other outstanding performance, but its phenomenon of soaring rate has been criticized by all walks of life, including a single brand within 30 days of returning nearly 7,000 figures also make consumers Tongue. According to industry insiders, in order to create over-order products generated by “buy-style” purchases, the phenomenon of cutting corners and low-standard OEMs is frequent. Many furniture brands have more phenomenon of returning orders. First, they cannot supply them in time. The home products supplied are very different from the original ones.

In this regard, Liu Chen, vice president and secretary general of the Beijing Home Furnishing Industry Association, said that furniture and building materials have their own particularities, whether online or offline, or online and offline, for the home industry, quality and service. It is the foundation to retain consumer trust. Short-term performance, such as "killing and burying" marketing, will greatly harm the collective image of the industry.

Compared with the pure e-commerce platform, a single furniture brand claims to have a sales figure of hundreds of millions. Actually, the online number is not the same order of magnitude. As of the end of the event on November 24, the total online sales volume is about 14 million, and the effective member registration number is 8453. The customer price is 11,000, Lens shower room, TATA wooden door and Huari Home respectively occupy the top three in the brand sales list, followed by Rong Lin Shijia furniture, non-same Sofa, Ai Ruisi home, according to Simmons soft bed, emperor stairs, Stanley closet doors and Liwu hardware coating supermarket.

In this regard, the brands are at ease, they said that "the need for stable development, not rapid growth." At the same time, Wang Linpeng, the president of the Real Home, said that the trend of the home furnishing industry in line with e-commerce is not wrong, but e-commerce in the home products, especially large furniture products is only an improvement in the purchase experience, if e-commerce is only used as sales Tools, while ignoring the nature of the product and its physical service processes, then the home brand touch the net may die faster.

Barstool

Bar Chair,Kitchen Bar Stools,Swivel Bar Stools,Black Bar Stools

CAMOSA HOME , https://www.camosa-funiture.com