Recently, I contacted a Beijing-based home building material dealer. When the financial crisis in 2008, the dealer moved against the trend and took a store in Beijing. After more than five years of hard work, he is currently working. Beijing already has six stores and sales have reached tens of millions. What is most entangled with this dealer is that manufacturers see the huge capacity and market prospects of the Beijing market, and they want to cooperate with this dealer and want to control it. If the dealer wants to continue to be bigger and stronger in Beijing, it really needs the financial support of the manufacturers. It is difficult to have a leap-forward development based on the dealers' own strength, but the dealers are particularly vigilant against the manufacturers. After all, the Beijing market is their own. The hard-working Jiangshan, now the manufacturer wants to "go down the mountain to pick the fruit" - to obtain control and management rights of the store, this dealer is unacceptable in any case. At present, the dealer and the manufacturer are still in the tug of war.
When training a dealer of a very good flooring company in the national market, the flooring company began to do e-commerce, set up a flagship store in Taobao Tmall Mall, and began online sales. This e-commerce initiative has been opposed by many of the company's key core distributors. It believes that the sales of the network will disrupt the terminal's price system and will have an impact on their physical storefront. Many dealers have doubts about the manufacturers' online sales. , regarded as a flood of beasts.
In the home building materials customization industry, one company has been insisting on eight years and has been doing e-commerce. Based on Shanghai, it has gradually spread to Jiangsu, Zhejiang and other regions. In recent years, the development momentum has been rapid, and the sales scale has been rising, becoming an e-commerce company in the industry. Leading company. This home appliance company has opened a 2000 square meter offline store in each city. These stores are directly operated by manufacturers. When asked why not to use dealers to develop offline stores, the e-commerce business owner said: dealers are not controlled. If dealers are unwilling to do so, sales in the region will be greatly negatively affected. Therefore, you can not use the form of dealers to join the development of offline stores.
Before the emergence of home building materials e-commerce, most manufacturers rely on dealers to expand channels. The manufacturers output only the brands and products to the dealers. The dealers obtain the physical store resources in the local area. The dealers obtain the acquisition of the customer resources through the acquired physical store resources, and realize the sales of the manufacturers' products. Therefore, in the traditional sales of home building materials, the control of the physical storefront is in the hands of the dealers. The dealers have the right to speak and play the game because of the control of the storefront. This is the first case above. Why is the dealer in Beijing able to fight against the manufacturers and the courts?
After the emergence of e-commerce, manufacturers can directly access the terminal consumers through self-built platforms and third-party platforms (such as Tmall, professional home building materials network sales platform), directly accessing customer resources on the network, which is equivalent to bypassing The dealers have bypassed the dealer's physical storefront. To a large extent, it is equal to the manufacturer's own sales, and the dealers are vacant. The dealers' ability to speak and the game will be gradually weakened. Why is this? In the case of the case, the dealers of the floor made a deep root cause of e-commerce panic and opposition.
From the current situation and development trend of home building materials e-commerce, offline stores still have the necessity.
First, consumers build brand awareness and brand trust through physical stores. The biggest difference between home building materials and home appliances, digital IT and fast-moving consumer goods is that home building materials are products that consumers consume once after buying new homes. They only spend one or two times in a lifetime. Consumers usually don’t pay attention to them. Before and after buying a house, you will pay attention. Therefore, home building materials products are products of low concern for consumers, and the home building materials industry is a low-profile industry. Consumers' perception and trust in home building materials brands is difficult to complete on the Internet at one time. Consumers must build awareness and trust in the brand through their understanding of physical stores. This is one of the reasons why the pure e-commerce home business mentioned above has to open a physical store of 2,000 square meters online.
Second, the consumer's product experience is difficult to complete online. Although some home building materials companies currently use network technology to provide virtual experiences of products online, this virtual experience cannot replace the physical experience. Due to the large variety of home building materials, rich styles and strong on-site performance, consumers can only get a perfect product experience at the scene. Consumers need on-site explanations, on-site guidance, and on-site experience to get a complete product experience. For some complex home customization products, such as cabinets, wardrobes, etc., due to the complexity and custom properties of the products, the price of the products can not be 100% completed online.
Third, most home building materials require professional installation services. Many home building materials, such as flooring, bathroom, wooden doors, cabinets, wardrobes, etc., are semi-finished products, requiring professional installers to the customer's home. After the site installation, it is a complete product. Therefore, many home building materials companies need ground-based, professional service personnel to achieve the "last mile" of the product to the customer's home.
Since the physical store is a threshold for home building materials enterprises to do business e-commerce, most of the current home building materials e-commerce companies use O2O (ONLINE TO OFFLINE) online to offline operation mode. The first is to pick up customers online and call customers, customers to the offline store to experience, and online payment transactions. The second is online online, the online store experience, after the customer experience is completed online payment, complete the transaction.
Many home building materials companies that have a well-established distributor channel network across the country use the physical storefront resources of existing distributors to achieve online sales. The first method is to establish a brand new e-commerce brand to achieve separation from the dealer's existing distribution brand; the second method is to differentiate the product line of the online e-commerce and the product line of the dealer's physical store to achieve effective Separate and protect the profit and price system of the dealer's physical storefront.
As the current sales of e-commerce accounts for a small proportion of the overall sales of home building materials companies, the unit price is very low (in the Twenty-one Tmall promotion, the customer price of home building materials is only about 4,000 yuan, far lower than The customer price of offline stores is that the sales of many high-end home building materials are still completed offline. Many home building materials companies are only adapting to the trend of e-commerce development in the future. In the future, e-commerce has a place to occupy e-commerce, and it has not risen to the height of corporate strategy. E-commerce is also far from a threat to traditional dealer channels and physical stores.
However, with the e-commerce shopping main body - the economic purchasing ability of the main group after the 80s, the maturity of the new network technology, the popularization of the sales of the home building materials network in the future, the manufacturers directly gain the ability of the customer resources, the future home building materials The physical storefront will face a deep channel change!
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