When you are used to buying books, clothes, cosmetics and even home appliances online , would you buy furniture online ? With the triumph of e-commerce in China, businesses want to take advantage of this business approach to get a piece of the pie, of course, including the furniture industry. When the furniture stores such as the Real Home, Red Star Macalline, and Lishi Pavilion were all over Longcheng, the reporter found that the offline experience store of an online furniture mall quietly opened near the provincial city Donghuayuan. The experience store mainly displays the products sold in the online mall, in order to let consumers experience the quality of the products on-site, or directly promote offline sales. So, can the experience store win over the furniture store? How far can the online shopping furniture experience store go?
Furniture experience store settled in Taiyuan
“We are the first furniture online shopping experience store in Taiyuan City. Most of the homes that are sold online by Melaleuca can be found here. The price is exactly the same as the online one.†Mei Lele Home Experience Pavilion’s shopping guide Xiao Xie told reporters. According to him, the experience hall has officially opened to the present at the end of April this year, and has achieved a turnover of more than 3 million yuan. "It sells much better than the same size home store." Xiao Xie has been in the store before working in the experience hall. Engaged in furniture sales.
Melaleuca Furniture Network is a domestic furniture B2C e-commerce platform, while selling furniture on the Internet, while operating a physical furniture experience store. Consumers can first select the favorite furniture on the Melody website according to the picture of the furniture, then experience the selected items on the store site, and then choose to buy online, or pay the balance after paying the corresponding deposit in the experience hall. Xiao Xie told reporters that “more than 80% of the customers who come to the Melody Experience Store are optimistic about the way they come to the store. Many consumers have seen the furniture in the store and finally chose the store. Other products, physical stores are a powerful complement to online stores."
The reporter learned that whether in the Melaleuca furniture network or experience store, the purchase of furniture requires a 10%-15% service fee to enjoy the "three guarantees" service. The service fee starts at 300 yuan, and if it is less than 300 yuan, it is charged at 300 yuan. According to reports, the service fee mainly includes the cost of furniture shipped from Guangdong to the province and the cost of furniture installation services. “Because we purchase directly from the manufacturer, the goods need to be shipped directly from the Guangdong manufacturer, so we need to pay the freight.†Xiao Xie said, “All of Melaleu’s experience stores are located in relatively remote places in the city, mainly to save rent. Consumers make profits. We do not mainly rely on the experience hall to operate furniture, sales mainly in the Internet, experience hall is to supplement the lack of online shopping experience, to provide consumers with a physical reference, so that consumers can buy more assured.
“The cost of buying furniture plus the service fee is not cheap.†A consumer who is visiting the experience store said, “In Taiyuan, everyone is used to using high-box beds. The best one is a high-box bed. More than 2,000 yuan, count a bed combined with a bed and two bedside cabinets how to more than 3,000 yuan. This price is similar to 'the home of the family', 'Li's Pavilion', more expensive than the 'red sun'."
E-commerce experience store "injury"
In contrast to the Melaleuca experience store that continues to expand its territory, the Taobao Mall offline experience hall “Tmall Love Beesâ€, which specializes in furniture products, was quietly closed in the experience store of Beijing’s Dongsihuan Sihui Bridge not long ago. It is the product of “Tmall Love Bees Chaocheng Chengcheng Home Experience Centerâ€, “Love Bees Chaocheng Chengcheng†is the product of the marriage between e-commerce and traditional store “Chengwai Chengchengâ€. This marriage makes many consumers feel that they can Do you buy affordable furniture in the new experience hall? Can Tmall (original Taobao Mall) experience the online shopping model in the offline product line?
Tmall Love Bee Tide is a home building material F2C that is seamlessly connected by “Agricultural Shopping†and “Offline Experience†jointly created by Beijing Aibo Technology Co., Ltd. and online shopping mall--Tmall Mall (formerly Taobao Mall). (Factory to Consumer factory to consumer origin direct sales) e-commerce platform. Due to the high rents and the intermediate links in the furniture market, the price of single products has been continuously increased. However, the forms of e-commerce websites generally have problems such as poor experience, unsound after-sales service and low integrity. The Tmall Love Bee Tide Experience Store covers several high-quality home building materials products in China. Most of the merchants on Taobao have booths in the experience store, which reduces the intermediate links of the furniture store and makes up for the poor experience of online shopping.
Despite the dual advantages of home shopping and online shopping, Tmall love bee has been criticized for the cancellation of the bus, the price is blurred, the material is unclear, and the management is not good, and finally has to close the end. The price difference and the weak service link in the furniture experience museum have become the "wound" of the development of furniture e-commerce. So can the furniture experience hall like Melody be successful in Taiyuan?
“The difference between Melody and Love Bee is that Melal has its own brand, which can be consistent in terms of price and material.†An industry insider said, “But the furniture market is the downstream industry of the property market. The property has certain dependence on the property. The regulation of the property will also affect the development of the furniture industry. At present, the policy of the province is relatively supportive of the property, and the furniture market may rise with the increase in the sales volume of the property. Currently '80 After 'has become the main body of purchase, they have been accustomed to accessing the Internet before buying furniture, so online shopping furniture and online shopping furniture experience stores may gain new growth points."
The furniture industry is competing for business models.
“I think it’s good to experience this model under the online shopping line. We usually love the Internet and can accept online shopping. On the one hand, we can enjoy the online shopping price on the online shopping furniture experience store. The texture of the furniture, as long as the installation and maintenance and other supporting after-sales service can keep up, I think even if the geographical location is partial, I would like to come and see." "After 80" consumer Xiao Zhang is very optimistic about the furniture online shopping experience store.
Xiao Zhang’s mother’s opinion is not the same as Xiao Zhang’s. “Experiencing the things and services that the store sells is good. Things are more fashionable than furniture stores. Young people like it, but the location is too biased. For the average consumer, It’s quite a hassle to wait for a month, and it’s too much time for the furniture to come back. For those who want high-end furniture and plenty of time, the scale here is limited, and there are many online furniture experience stores. If you are out of stock for a long time, you are afraid that people are not willing to come."
Mr. Wang, who has been engaged in marketing for a long time, believes that the competition in the furniture industry has shifted from price competition to business model competition. The current business model of Aibo and Melody is O2O (Online To Offline). The mode of the front desk of the transaction, online can expand sales, experience stores can buy enough consumer experience and distribution needs, very in line with the furniture industry, better than simply doing e-commerce and physical stores, but the initial investment is very large. The biggest risk of this model is that the funds break before the market is completely occupied, so that new competitors will soon grab market share and brand competitiveness will be weakened.
It is understood that Melaleus Furniture Network has just completed the financing of the total amount of B round up to 40 million US dollars recently. How is this 40 million used? Mr. Wang said, “The degree of control over the entire furniture industry chain including production, processing, sales, distribution and service has determined to some extent how far online shopping furniture experience stores can go.†Trainee reporter Wu Jiawen/图
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