If we focus on the home appliance industry that started at almost the same time, a number of well-known brands such as Haier, Changhong, Gree, and TCL, which are familiar to us, have long taken root in consumers' hearts. Some scholars believe that the non-standardization of furniture and experiential consumption are the key factors that restrict the birth of furniture aircraft carriers. Perhaps this can be a reasonable explanation for the status quo. The golden age of creating a furniture aircraft carrier brand.
The past 20 years have settled into history, and the new 20 years have come quietly. With the rapid development of the Internet and the rise of e-commerce, the dependence on the Internet in the post-80s and post-90s, which has become the main force of market purchases, has shown an accelerated upward trend. The next 20 years must be a highly integrated 20 years of furniture and Internet It will also usher in the biggest, fastest and cruelest storm reshuffle in the furniture industry. With such a golden opportunity, how can companies use the Internet for brand advocacy and implant market memory cells? How do companies plan the commanding heights of the Internet from the perspective of the company's overall strategy? How can companies re-understand the traditional thinking misunderstanding that e-commerce impacts traditional channels? How can enterprises seize market opportunities in the new e-commerce market? How do companies ride the dust and the latter goes away?
E-commerce is no longer a strange term, and most entrepreneurs should be convinced that e-commerce will come to the furniture industry sooner or later and bring about a revolutionary shuffle in the industry. However, some entrepreneurs believe that e-commerce is still far from the furniture industry, and the understanding of the combination of e-commerce and the furniture industry is insufficient. Some believe that e-commerce will impact existing traditional channels, the cost of early education for consumers is too high, the warehouse and logistics system for e-commerce is not yet mature, and so on. These hidden worries may be a reason for entrepreneurs to wait and see rather than devote themselves to the development of e-commerce in the furniture industry, but the wheel of the furniture industry and the Internet's integration will not wait for the waiters.
1. The proportion of e-commerce sales in the US furniture industry is much higher than that in China
Statistics show that in 2009, American furniture e-commerce sales accounted for 4.3% of total sales, and showed a gradual upward trend, while Chinese furniture e-commerce sales are still almost blank. In comparison, the 3C industry's gap between China and the United States is not as far apart as the furniture industry. In 2009, the US 3C e-commerce sales accounted for 12.8% of total sales, and China's 3C e-commerce sales accounted for more than 5.3% of total sales. Today's American market vane is the development trajectory of the Chinese market tomorrow. The gradual maturity of American furniture e-commerce has indicated the follow-up development direction for Chinese furniture.
2. The post-80s and 90s gradually becoming the main force of consumption are more dependent on the network
3. The SARS crisis has made JD Mall's e-commerce boom
The sudden emergence of SARS in 2003, almost everyone thought it was an unprecedented crisis, but Liu Qiangdong of Jingdong Mall (360buy.com) was able to look for opportunities in a crisis and found a huge business opportunity in the crisis. The registration time of Jingdong Mall is shown as April 21, 2004, from which it can be guessed that when SARS has retreated, he has begun a new journey of 3C e-commerce. Today, Liu Qiangdong succeeded, fundamentally negating the so-called "e-commerce entering the 3C field is equivalent to self-defeating" and so on. In 2010, the head of the Tiger Global Fund, which injected US $ 150 million, admitted frankly: "Investing in JD Mall saw the rapid development and huge commercial potential of e-commerce in China, and JD Mall ’s outstanding team and its focus on e-commerce and retail A deep understanding of the model will fully realize the market value of e-commerce and huge business prospects. " As we all know, the 3C field is an area where top brands gather, and it is an area that traditional channels have long held, but Liu Qiangdong spent less than 6 years and expects sales in 2010 to exceed 10 billion.
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