Liu Wei, Manager of E-Commerce Department
Emperor standard home aimed at e-commerce to establish a network flagship store
[Reporter] Liu, hello. It is said that the Emperor's standard home is currently doing e-commerce, so what is the current situation of the emperor's home in e-commerce?
[Liu Wei] In recent years, China's e-commerce industry has developed rapidly, the coverage has become higher and higher, and the consumer market has become more and more large. The furniture e-commerce industry has become a wonderful work; the standard home is the Chinese software industry. One of the leading figures is also actively exploring the e-commerce road that suits their own development. Emperor Standard Home began to build its own e-commerce team in November 2011. Now there are 12 members in the department, and the department structure is basically completed. In February 2012, it successfully entered Tmall Mall, and the flagship store of Dihao Home Network has officially opened.
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[Reporter] What preparations did the Emperor's standard home have for e-commerce?
[Liu Wei] made detailed market research in the early stage, and formulated an e-commerce development model that conforms to the status quo of the standard home, online promotion, customer experience, offline purchase, and profit and dealers, fully mobilized their enthusiasm and participation. Degree, do a reasonable division of labor between manufacturers and dealers, in order to achieve a strong alliance, mutual benefit and win-win situation. According to the characteristics of online consumers and shopping habits, we will develop products that meet the needs of this consumer group.
The biggest obstacle to the development of e-commerce: conflicts of interest with traditional sales channels
[Reporter] In the home industry, many companies have tried e-commerce, but unfortunately the results are not satisfactory. May I ask Liu how do you view this fact? What is the biggest obstacle to restricting the development of e-commerce?
[Liu Wei] There are many traditional furniture companies. Under the circumstances of market analysis and product positioning, blindly put their offline products on the network for sales, neither open the network sales situation, but also the line The traditional sales channels have had a big impact and are not worth the candle. Before developing e-commerce, enterprises must think about where their market is, where their advantages are, how to do well internal distribution of benefits, how to avoid or reduce the impact on traditional sales channels and so on. The biggest obstacle to the development of e-commerce is the inability to coordinate the conflicts of interest with traditional sales channels.
E-commerce into a new industry professionals are seriously scarce
[Reporter] What is the biggest problem encountered in the e-commerce business? What are the countermeasures?
[Liu Wei] In China's domestic e-commerce as an emerging industry, the talents of electric commerce are still very scarce. Here, I hope that people of insight in e-commerce can join the emperor, and everyone will work together to create a beautiful e-commerce industry. tomorrow.
Online and offline price disparity is largely circumvented by product positioning
[Reporter] It is said that many companies are doing e-commerce, and there are price gaps between online and offline. How do you deal with it?
[Liu Wei] As we all know, the operating cost of e-commerce is far lower than the traditional sales model. It is understandable that the price of online products is lower than the offline price; but many people ignore a very important issue, online. The consumer groups underneath are very different, and the appeals for products are also very different. Enterprises can develop different types of products according to the different demands of these two consumer groups, and evade through consumer differentiation and product positioning. The issue of price conflicts.
[Reporter] In 2012, President Liu predicted that what would be achieved in the e-commerce business? From the aspects of sales volume and scale.
[Liu Wei] For the Emperor, the development of e-commerce has very important strategic significance. In 2012, the company will vigorously support the development of e-commerce projects. It is expected to invest 5 million yuan as project start-up capital and advertising investment. The amount can reach 50 million.
[Reporter] I am very grateful to Mr. Liu for accepting my interview during his busy schedule. Thank you!
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