Online marketing is an emerging sales model. The cost of online marketing is relatively low and the coverage is wide. At present, it has become a fashionable sales model, and the choice of online marketing is also relatively large. In the coastal areas of Jiangsu and Zhejiang, some furniture companies boldly tried online marketing without building exhibition halls, entering stores, or even joining merchants, directly establishing their own online stores, looking for consumers through the Internet, and then letting consumers directly Enter your own processing factory to customize furniture. In doing so, it saves a lot of intermediate links, greatly saves the intermediate cost, and also has the upper hand in price. Many young consumers are also very interested in this model. However, the biggest drawback of this model is whether the network is virtual or not, and the credibility of merchants has become the biggest concern for consumers. Many consumers are still willing to experience the real wardrobe sample cabinet in the exhibition hall, and the online store makes consumers feel not very intuitive and unreliable.
Another form is group buying. At present, group buying has been popular all over the country. The rise of various group-buying websites has caused a wave of group-buying across the country. At the hot group buying scene, the smart and wise bargaining master repeatedly defeated the merchants, letting the consumers present be very popular and thinking that they took the advantage and decided to buy immediately. And merchants have also attracted a large number of consumers from group purchases. But in recent years, group buying has also begun to have a crisis of trust. No matter how hilarious the bargain hunter is on the stage, the actual price is the negotiated price negotiated with the merchant behind the scenes, and consumers can't really get much benefit from it.
In addition to making profits for consumers, merchants must also give certain benefits to group-buying websites. In this way, the profits of merchants are difficult to guarantee. The consequence of this is that merchants have to make a fuss about quality, after-sales and other factors. The more serious consequence is that many consumers think that they can get a better price for group purchases, so they no longer buy furniture through other methods, so that the group purchase website will "kidnapp" the merchant and have to participate in various group purchase activities. In the long run, the profits of businesses are getting thinner and the pressure for survival is increasing. More rational merchants will choose to cooperate with large websites, use the website to promote their own furniture brand, and improve their credibility. A furniture merchant said frankly: “I do n’t require how many orders can be brought directly to me through the Internet. What I care about is to increase the influence of the brand through the Internet.†However, under the background of rapid success in the furniture industry, how many Can businesses have such courage?
Furniture network group buys and sells complex low profits
Recently, the interview found that there are two forms of furniture group buying that are now popular. One is led by home stores and many brands participate; the other is a single furniture brand. But they have one thing in common, they all have physical stores, choose to cooperate with shopping sites, and call group purchase members online, members can experience and watch goods in physical stores, and then place orders on the Internet, the more group purchases, the discount Lower. Taking a well-known domestic furniture brand as an example, furniture in physical stores is sold at almost regular prices, with discounts up to 10% off, and online group purchases can get 5.5% off.
Prior to this list of online group purchases, most of them were small commodities, because it is not easy to ensure quality, complicated after-sales service, etc. Products such as furniture rarely engage in group purchases through the Internet. Products, make profits by selling products online, and if after-sales problems occur after the group purchase is over, it is likely that no merchant will be found.
According to industry insiders, physical furniture stores can not only market and promote brands through online group purchases, but also increase product sales in a short period of time, accelerate capital turnover, and reduce product inventory pressure. Online group purchases have become an example for many businesses to follow. Marketing methods.
However, some furniture brand dealers said that in the current retail system, physical stores are still mainstream, and the extremely low price of online group purchases is an impact on retail terminals. The profits in the store are already very thin, and online group purchases have put prices down. Low, will affect the mainstream sales channels.
The industry also said that furniture "out of stock" situation occurs from time to time, so when participating in group purchases, we must ensure that the organizers of group purchases have third-party supervision or provide protection, such as group purchases in cooperation with hypermarkets. In case of problems such as after-sales service, there will be no complaints.
The marketing strategy of furniture products is special, but no matter what marketing strategy is adopted, it will remain inseparable, shape the brand, increase the brand credibility, enhance the brand's ability to resist danger, and so on. The editor of Jiuzheng Building Materials Network hereby wishes to those in the Chinese furniture industry who can fairly adopt various measures to promote the growth of the brand and also promote the healthy development of the Chinese furniture industry.
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