Home building Materials Industry channel change: e-commerce or marketing new direction

Following the "Double 11" Electric Dealer Crazy promotion, playing "double 12", "Christmas" slogan of the network sales promotion ensued, convenient and affordable online shopping model will be large consumer groups from the line to attract online. According to China e-Commerce Research Center (100ec.cn) recently released the "2012 Q3 China E-commerce market Data Monitoring Report" shows that the third quarter of 2012, China's E-commerce market turnover of 2.05 trillion, year-on-year growth of 38.51%, the chain growth of 9.6%.

As a new trade model of market, e-commerce has great development space. Clothing, bags, books, cosmetics, jewelry and other industries to explore new marketing model. To ceramic sanitary ware, metal plumbing, furniture accessories, home furnishings, such as the representative of the home building materials industry has been a number of well-known brands, such as Ikea, Boyang home textiles, family crafts, etc., but with clothing, home appliances and other industries, home building materials market development relatively slow, and this slow in the field of E-commerce embodies particularly obvious.

The enterprise grasps the electric business operation the way to be able to better grasp the market. To the days of the Cat Mall, Qi Jia Network, green city, such as the three types of different models of home building materials to represent the development of electrical business, may bring some enlightenment. In this context, the China Electronic Commerce Research Center held the "Today's electric Business" salon home building materials, will be held in Hangzhou on December 19. Electric business elite, will be with dozens of home building materials first-line brand merchants to discuss household building materials industry electric business operation.

It is reported that "today's electric Business" Salon's home building materials by the China Electronic Commerce Research Center, will be invited to the Chinese E-commerce Research Center Director Lei, Qi Jia Network Vice President Huang, Taobao/cat home building materials Responsible person, GREENTOWN chairman Mi Building and so on to attend the speech to share dry goods. Home building Materials industry leader representative, Brand, platform mall, such as experts, such as electronic business to participate in the exchange.

As we all know, home building materials electric business can be decorated with the needs of consumers, to provide around shopping experience, and lower than the market discount prices are consumers abandon physical stores to choose the incentive to buy the net. Along with the shop floor rental, decoration and other store operating costs drop, the net sale price correspondingly sharp lower, the real store after the price is still difficult to contend with the network platform. Rough estimate, online purchase of home building materials decoration A room can save nearly million yuan.

In this respect, China E-commerce Research Center Network retail Department analyst Mo Dai Green, said home building materials, such as traditional enterprises to test hydropower, there are two contradictions: the first is to face the contradictions with the traditional channels, the traditional channel dealers and enterprises have established a relatively stable price and profit system, e-commerce penetration or will break this balance of interest. Secondly, enterprises are allowed to develop their own electric business platform, or the unified planning and operation of the electric business must also be considered. OP Lighting and other headquarters operators, regional commitment to the mode of warehousing and distribution enterprises and distributors benefit bundle, whether the application of all household building materials enterprises also remain to be seen.

At present, most enterprises still favor in the day Cat Mall, Jingdong Mall and other Third-party platform to establish flagship store (official website), with the help of Third-party platform resources to promote, in order to achieve brand awareness, sales surge effect. In addition, some enterprises through the construction of the mall into the electric business, compared to the "corporate website + Taobao Mall" mode, independent mall needs a more complete business model, and through the enterprise electric business platform to achieve the enterprise and consumer line under the benign interaction, enhance the consumer's brand stickiness, it is the brand common goal.