• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Around The Furniture No Fear Electricity Supplier Ranking, Insist On High-End Positioning For Sale.

    2016/8/12 12:14:00 68

    BrandProductMarket

    It is reported that left and right furniture is well-known furniture production in China.

    brand

    From the sofa, it has three major brands: "left and right living room", "left and right cloth art", "left and right international", "left and right health", "left-right function", "Na Fei" and "Pollock".

    product

    Huang Huakun, chairman of the left and right sofa, has publicly stated that the company will achieve the goal of billions of revenue in 2018, and brand products will still focus on sofa products and introduce customized products to cater for it.

    market

    Demand.

     Left and right furniture

    As a high-end furniture brand with an average price of more than 7000 yuan, what is the positioning of the electricity supplier business? Why is the development of furniture business slow? How does the traditional brand compete with the brand of e-commerce?

    Wang Hailong, general manager of the household electrical appliance company, had a dialogue with the billion state power network, and answered the questions facing the furniture business.

    The way left and right: control costs + special sales

    According to the introduction, the stores under the main line of furniture are mainly franchising, and self-employed is subsidiary. "Although the dealer's professional level of furniture is lacking, the franchising mode will give dealers the feeling of being the boss for themselves, and the strong sense of ownership and intentions will bring good service," Wang Hailong said.

    In order to conform to the trend and seek new increments, about two of the furniture businesses in the city began in 2012, and settled in the top B2C platforms of Tmall and Jingdong.

    At present, the layout of the left and right furniture business has several characteristics:

    (1) centralized and centralized integrated platform to reduce drainage input.

    For the traditional brands that have just entered the electricity supplier field, vertical platform drainage costs are high and slow, and it is also difficult to maintain continuity. "Our annual sales of B2C platform has exceeded 1 hundred million, and it may soon increase energy and improve its own platform," Wang Hailong said.

    (2) differentiated design.

    Online and offline consumer groups are different, offline buyers pay more attention to safety and experience. Online consumers pay more attention to convenience and cost performance. Under the premise of guaranteeing quality, they will design different styles of goods for different channels.

    (3) set up special electricity supplier contributions.

    Under the fierce competition of offline furniture, consumers often compare the price between online and offline, in order to avoid the impact brought by the price line, the choice of offline sales is different.

    Besides furniture, sofa furniture is also designed to produce tea tables, beds and other supporting furniture. But at present, sofa products still occupy about 60% of the left and right products, depending on different styles and sizes of furniture packages to meet the needs of different groups of people.

    Furniture business biggest stumbling block: traditional interest chain

    This reporter has learned that, for four years, sales of electric business now account for only 10% of the total sales of the furniture brand, but industry insiders say that the electricity supplier process of the left and right brands has been above the traditional brand. "The pformation speed of the traditional retail enterprises often depends on the location and importance of the senior business to the electricity supplier business, and their courage to challenge the traditional interests chain". The person said that the better the line of furniture brand, the bigger the impact of the electricity supplier on the supplier, but the bottom line is the fundamental unshakeable brand, which has become a huge obstacle to the development of the furniture business.

    Wang Hailong said that the solution to the above problems is to set up special contributions to electricity providers.

    He believes that the irreplaceable value of the line is experience, especially for the sofa with high price and non standard products, and it is worth feeling only if it feels in person.

    In addition, taking left and right as an example, there are many objective characteristics of furniture category, resulting in the slow progress of its electricity supplier process.

    (1) the rate of repeat purchase is low.

    The average life expectancy of the sofa will exceed 10~15 years, and the rate of consumer repeat purchase is particularly low.

    (2) the unit price is high.

    The average price of the left and right sofa is over 7000 yuan, and consumers are worried about making decisions through e-commerce.

    "High guest price of jewelry and auto purchase rate is not high, but it can also do electricity supplier."

    Wang Hailong believes that any category can control the business of electricity providers, not in the repetition rate, but in how to use the electricity supplier. "We need to know what kind of way a category can be better and lower to get closer to consumers, and at the same time, it can bring better experience and interaction to consumers," he stressed.

    Wang Hailong introduced that, for the layout of the electric business, the home and abroad will not stay in the use of the B2C platform for sales.

    He believed that the traditional brand should be divided into several steps: (1) to spread the electricity supplier; (2) to sell the electricity supplier; (3) to turn the electricity supplier into an enterprise.

    Among them, the enterprise electricity supplier refers to the application of internal and external data, so as to realize the Internet of the whole enterprise.

    At present, the left and right are in the second stage.

    It is reported that the mode of franchisee has been adopted by the left and right families, and its supply chain is closer to the B2B business from factories to distributors. But in the future, it will gradually begin to collect and manage the full channel data that touches the sales terminal.

    Furniture business ultimate best medicine: experiential O2O

    It is understood that since participating in the double 11 in 2013, the best ranking of the industry in Tmall's promotion is about eighth, compared to the Internet furniture brand that is stable in the top five.

    "Many brands use this ranking as a brand promotion," Wang Hailong laughs.

    He said that if you want to hit the top three, as long as the rich variety of goods, and provide more competitive price, but left and right hope to adhere to high-end positioning.

    For competition strategy, Wang Hailong said that the advantages of traditional brands and Internet brands are different, so that different products will produce different market functions.

    "Some products are used for volume and used to compete with competitors in the PK market; some products are used to attract eyeballs, such as products of the Boao forum theme series, and profit from high-end products.

    Different product combinations are competitive strategies at different stages.

    "Before we do business, we hardly need to stock up, most of the furniture is custom-made. Now we have begun to stock up in order to cater for the big promotion of electricity providers," Wang Hailong said. The next plan for the left and right furniture is to distribute prices in all parts of the country on the basis of the average logistics cost, and unify the price, upgrade the decoration of the stores, and make the left and right brands highly unified.

    According to the briefing, there are factories in Shenzhen and Anhui in the near future, and plans are being made to build factories in Hebei recently.

    {page_break}

    Wang Hailong told reporters that the more than 2000 stores under the online furniture industry are important resources to integrate online and offline businesses. In the future, they will upgrade the offline stores, through online marketing and sales, through the offline experience of high-end products and provide better services.

    However, furniture products in the O2O mode will inevitably face the issue of whether the same price will be paid on the same line.

    "This problem may be somewhat difficult for our industry," Wang Hailong admitted. The pportation cost of furniture is very high, and the cost of p provincial pportation of a set of furniture will be more than 1000 yuan, which directly leads to the different cost of goods purchased by dealers everywhere. Once the same price is shared, how to balance the profits of various stores will also become a challenge.

    In addition, Wang Hailong pointed out that traditional enterprises must have a sense of crisis and act quickly.

    "The bigger the company is, the higher the cost of operation. The input of each production workshop and warehouse must reach tens of millions, so the front end sales must keep up with investment. Many traditional furniture brands become martyrs because sales do not keep up with investment.

    Nowadays, making electricity providers is a quick and effective way. "

    He disclosed that the current growth in electricity sales is about 7~8 times that of offline sales. "Whether it's Internet brand or traditional brand furniture, it will eventually go to O2O," he stressed again.

    • Related reading

    South Africa Steinhoff Expands Market By Acquisitions

    Home Furnishing
    |
    2016/8/10 11:25:00
    70

    Three Brilliant Design Exhibitions In Northern Europe In August

    Home Furnishing
    |
    2016/8/9 12:43:00
    52

    In The First Half Of The Year, Luo Lai's Living Income Increased By 7.45% Over The Same Period.

    Home Furnishing
    |
    2016/8/8 10:42:00
    62

    Home Textile Enterprises Borrow G20 Shutdown Tide Digest Inventory

    Home Furnishing
    |
    2016/7/23 20:16:00
    96

    Home Textile Brand Reduction Is Rational Return To The Brand Regardless Of Grade.

    Home Furnishing
    |
    2016/7/18 22:24:00
    86
    Read the next article

    Armani Children's Clothing Has Been Repeatedly Tested For Quality Checks.

    Reporter survey found that this is not the first time Armani brand clothing exposed quality problems. Why do thousands of Yuan clothes often go on the quality blacklist, and repeatedly banned?

    主站蜘蛛池模板: 主人啊灬啊别停灬用力啊视频| 日日操夜夜操狠狠操| 日本一卡精品视频免费| 国产成人精品久久| 亚洲香蕉免费有线视频| a级毛片高清免费视频| 男女性潮高清免费网站| 天天躁日日躁狠狠躁一级毛片| 国产交换配乱吟播放免费| 久久人妻夜夜做天天爽| 男女下面一进一出视频在线观看| 精品久久久久久久中文字幕| 婷婷综合激情五月中文字幕| 免费一级毛片在级播放| 99热久久这里只精品国产www| 欧美黑人巨大xxxxx视频| 国产精品毛片va一区二区三区| 免费播看30分钟大片| eeuss影院130020部| 欲乱美女诗涵番外5| 国产精欧美一区二区三区| 亚洲另类激情综合偷自拍图 | 香蕉成人伊视频在线观看| 日本漫画大全无翼无彩全番| 国产特黄1级毛片| 久久精品卫校国产小美女| 色综合91久久精品中文字幕| 日韩欧美视频二区| 国产福利一区视频| 久久国产免费福利永久| 美女被免费视频网站a| 日本免费色视频| 午夜精品在线免费观看| 99视频精品全部在线观看| 欧美俄罗斯乱妇| 国产乱码免费卡1卡二卡3卡四| 一级免费黄色大片| 精品国产乱码久久久久软件| 夜夜未满18勿进的爽影院| 亚洲综合激情另类小说区| 18分钟处破好疼高清视频|