The cupboard industry e-commerce road

E-commerce is developing in China, but for the traditional industry of cabinets, there are still many inconveniences, and consumers are mostly conservative. The reason is that the e-commerce online transaction process has less experience-based consumption, and products cannot be touched or touched, and there is also a lack of trust in the delivery and harvesting process. In addition, there is no offline service for online shopping. With the cooperation, many consumers just "look" and rarely make up their mind to buy.

However, the development of e-commerce is a necessary path for the development of a trade, and it is also the best choice for channel optimization. To improve this problem, cabinet companies must carefully balance online and offline transactions, and online and offline integration is king.

The e-commerce market share is a gradual improvement process. At present, the traditional physical storefront transaction still occupies a dominant position. In this case, a large number of cabinet manufacturers, especially those who have already occupied a competitive position in traditional physical storefronts, should balance the immediate interests and future developments, and properly balance e-commerce channels with traditional physical storefront channels. Inappropriate boycott of the e-commerce channels will likely cause significant obstacles to the future development of the company. For the majority of small and medium-sized enterprises that have not obtained great vested interests in traditional stores and don’t have much to put in, they should go all out to develop new types of e-commerce channels to gain the speed advantage of channel development and the cost advantages of channel operation and maintenance. The vested interests of traditional channels.

Enterprises want to achieve long-term development, cabinets e-commerce is indispensable to achieve a reasonable planning and separation of online and offline product line.

Based on the principle of balance between immediate interests and future benefits, traditional physical storefronts and e-commerce channels, cabinet manufacturers should rationally plan the ** product line of e-commerce channels to minimize conflicts between online and offline channels, and to minimize The development of e-commerce channels, and advancing with the times to gradually strengthen e-commerce channel product line. Since the current e-commerce channel customers are still dominated by price-sensitive mid-to-low-end customers, the e-commerce channel product line in the short-term should be focused on high-cost low-end product lines; and due to competition, low-end product line In the ever-increasing costs, the traditional physical storefront channels with increasingly fierce competition between prices and promotions have also become almost unprofitable. Therefore, low-cost e-commerce channels must be used, and even the relatively high prices of physical stores can be used to foil the low prices of e-commerce channels. . The medium and high-end product lines and high-profit products with better operating cost tolerance are still dominated by traditional physical store channels within a short period of time, and e-commerce channels need to provide enough fees and profit protection for the traditional physical storefront channels in terms of pricing. After all, high-end and specialty products, the requirements for physical display and offline services are much higher than those of low-end products.

The development of cabinets e-commerce is also inseparable from the transformation and cooperation of traditional channels.

With the continuous improvement of e-commerce channels, traditional physical store channels need to be gradually transformed. The main points of transformation are:

First, it gradually weakens the function of customer intercept reserve and sales transactions in traditional physical storefronts, and enhances the product display experience and “service base” function in physical stores.

Second, to reduce the investment in the physical storefronts and costs, and gradually give up high rented expensive stores to meet the e-commerce channel low-cost strategy.

Thirdly, the unified planning and operation of e-commerce channels by the brand operator’s headquarters will unify e-commerce channel prices, and local distributors will cooperate with offline displays and services. E-commerce channel profit is distributed rationally among brand operators and local agents and service providers. In principle, the "big head" is still attributed to service agents throughout the country after deducting the channel profit of the brand operator's channel operating expenses. Only in this way, the e-commerce channel will not be “aborted” because it cannot obtain the support of the original agents and even resist the agents’ resistance.