The overall trend of home e-commerce development is still "not online or offline. Offline and not going up." This contradiction between online and offline is reflected in the development of e-commerce for home furnishing companies, which is the "dual track system" of online and offline within the enterprise. The "dual-track system" is not broken, and the e-commerce of home furnishing enterprises is rarely developed. The theme of the first China Furniture E-Commerce Forum was created in such an environment.
As early as the end of 2012, the development trend of home e-commerce is "not online or offline, not going offline". A year and a half later, the development trend of home e-commerce has basically not changed, and it is still "not online or offline, not going offline".
However, the development of home e-commerce has reached a historical turning point.
The reason for this judgment is that the online pure e-commerce platform has encountered increasing resistance on the "down" road. Different online and offline cost structures have prevented home furnishing companies' traditional offline channels from being able to connect with online e-commerce platforms, so the efforts to “go down†online have repeatedly turned into gray shadows. Whether it is theoretical logical argument or practical empirical proof, it is basically impossible to "down" online.
The era of e-commerce 1.0, which is dominated by purely online e-commerce platforms, has developed significantly. Because it is opposed to the traditional distribution channels of offline home furnishing companies, it cannot drive the distribution system of traditional offline brands to play e-commerce together. . The Internetization of the distribution system of traditional brands is the mainstream of e-commerce development in the next stage.
Due to the different cost structure of online and offline business operations, home furnishing companies are currently forced to implement the e-commerce "dual-track" strategy that differentiates online and offline product prices. For most home furnishing companies, e-commerce simply means opening a store on Tmall.com. The online e-commerce department cannot connect with the distribution system of traditional offline channels, and cannot undertake the main task of enterprise e-commerce development.
More and more home furnishing companies realize that the e-commerce "dual-track system" currently implemented by enterprises is almost tasteless: e-commerce is not profitable and there is no increase. More importantly, e-commerce is not the strategic development direction of enterprises.
How can home furnishing companies break through the current “dual track system†of e-commerce? Where is the e-commerce development of home furnishing companies? For home furnishing companies destined for O2O development, where is the online “O�
This is the theme of the first China Furniture E-Commerce Forum in 2014: the break-thinking of the “dual-track system†of home furnishing enterprise e-commerce.
This is a historic reflection. As a result of thinking, e-commerce development may be introduced into the era of e-commerce 2.0 with the theme of online and offline integration.
Not coming online or offline is basically a foregone conclusion, but offline still has to go up. Perhaps, the home furnishing industry is lagging behind in the era of e-commerce 1.0, which is the development of pure online e-commerce because of its heavy reliance on offline experience. But precisely because of the characteristics that rely heavily on the offline experience, the home furnishing industry is likely to come to the forefront of e-commerce development in the next stage of the e-commerce 2.0 era of online and offline integration.
We have no reason to believe that the home furnishing industry will become the main battlefield of the e-commerce 2.0 era, and the military will fight for it. Tmall's first O2O strategic attempt that year chose the home furnishing industry. However, the setback of its love hive project basically ruined Tmall's direct approach. The first encounter online and offline also occurred in the home industry. The events of the 19 offline shopping malls in the frontline of the Double Eleven Festival in 2013 jointly boycotted Tmall's implementation of the O2O plan through offline malls.
The development of e-commerce is destined to enter the era of online and offline integration. In a sense, this is the era of the entire socio-economic Internet. We call this the e-commerce 2.0 era.
Precipitate history, focus on reality, and control the future. This is the mission of China Furniture E-commerce Forum. We hope that the first China Furniture E-Commerce Forum can witness the arrival of the E-commerce 2.0 era. We also hope that our first China Furniture E-Commerce Forum will become the first page in the history of the e-commerce 2.0 era.
On September 11, 2014, at the Shanghai World Expo Exhibition and Convention Center, we look forward to the opening of China's first furniture e-commerce forum.
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The First China Furniture E-commerce Forum
ã€Topic】 Thinking about the break-through of the "dual-track system" of household business e-commerce
ã€Time】 9: 30-12: 30, September 11, 2014
ã€content】
1. Home electric business "dual-track system" breaks the thinking of senior home electric business expert Tang Ren
2. The Internet-based Reconstruction of Home Furnishing Enterprises Wu Nanni, General Manager of Qumei Home Furnishings
3. Liu Hong, vice president of brand innovation in the Internet era
4. Hu Yi, General Manager of Online and Offline Integrated Business Process Reengineering
5. The transformation from tradition to e-commerce
6. Dialogue: Wang Xiaokang, the general manager of the O2O e-commerce platform for home furnishing companies, Mao Xinyong, senior vice president of Qijiawang, Pan Shouzheng, the brand director of Melaleuca, and Wang Xinjie, general manager of Rishun Household Services
7. Dialogue: Ma Canxing, General Manager of Lin's Wood Industry, Internet Innovation of Home Furnishing Enterprises, CEO of Tuba Rabbit, Wang Guobin, Chairman of Meizi.com, Wang Lanyu, President of Shulian China, Yang Mingjie, President of Shulian China, Liu Ruiming, CEO of Wood Park, Meng De, General Manager of Home Improvement
Dialogue host: Hu Yanli
ã€Venue】 Shanghai World Expo Exhibition Hall 4
ã€Organizer】 China Furniture Association, Shanghai Bohua International Exhibition Co., Ltd., China Household E-commerce Research Alliance
[Planner] Tang People, Hu Yanli, Li Qian
[Chief commenter] Lei Yu
To register, please add WeChat "18930554077" to sign up for the first China Furniture E-commerce Forum.
The editor-in-chief of GO Good House in Suzhou reported from NetEase Home.
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