Home electric dealers have not found their own "home"

The bigger problem is logistics, home industry enterprises because of product characteristics, large majority, from production to sales process must undergo a very large logistics test, their radiation capacity has always been some kind of constraint.

August 1, Red Star Mei Kai Mirs under the E-commerce platform "Red Beauty Mall" open "limited" plate public testing, which means that the traditional home shopping mall has opened up E-commerce business. Prior to this, the days of cat (micro-bo) Home Decoration Museum, Sina le Family Habitat Mall, home shopping mall and so on have been online. Quiet for a long time the home electric dealer suddenly strong rise at the moment, and is in the E-commerce industry as a whole by the outside of the big background, the prospect is quite intriguing.

Online "experience" of alienation of home electric merchants

The author randomly to more than 10 regular network to buy the Netizen carried on the investigation, found that they have no special interest in buying the home online, "the most important thing is to buy furniture texture and perception, the same style of the same brand of home, there may be many different, and long and high need to have a real contrast is good, I still used to go to the shop in their own choice. "The Netizen Didi says.

The bigger problem is logistics, home industry enterprises because of product characteristics, large majority, from production to sales process must undergo a very large logistics test, their radiation capacity has always been some kind of constraint. But there are also many such as federal furniture, family, trimebutine furniture, the apple of the eye and other enterprises in the country to establish more manufacturing and distribution centers, commercial radiation range is constantly spreading. Logistics has become one of the most important key points in the competition of home electric dealers.

However, this can only meet the first-tier cities, two or three of the city's logistics bottlenecks cannot be opened, home electric business should be the meaning of the problem can not be presented.

"One of the purposes of the Home electric dealer is to make up for the corner that the entity store cannot cover, such as the two or three-line city. "Dragon Bo Micro-Network Technology Co., Ltd. President Yang Ziwen told the author:" The problem is that the two or three-line city of people in the online purchase of goods, door-to-door contradictions are highlighted, especially large home, unlike laptops or other online shopping products, express delivery is a nuisance. The home electric dealer was stopped by this last mile road. ”

Ms. Tang had suffered from home electric dealers earlier, because the new house decoration, want to put a landing clock in the living room, can be in the local household market, this kind of product prices are mostly around 5000 yuan, and online directly from the factory Taobao shop only need half the price, hesitate repeatedly, Ms. Deng ordered a similar landing clock on the internet after looking at the local goods, but even so, the problem remains a lot. "Delivery is not through courier, but the traditional logistics company, so the floor clock such a large, but also I hired a car to pick up at the designated location." "Ms. Deng complained:" But things to take home to assemble, according to the manual installed but not run, because it is online shopping, there is no warranty point, had to contact the other side in the Internet, online guidance, it took a long time to find the problem. ”

Never buy a big home on the internet again, "Ms. Deng exclaimed." There are a few people who have the same experience. And the home electric dealer just defeated in this threshold above.

Personalized Small home just red

Compared with the bulky home, personalized small household products and assembled furniture in the online shopping market is particularly prosperous.

NetEase Impressionism as a personalized product of the custom electricity business site, its introduction of customized photo walls, calendars, such as home small ornaments and other products since the end of last year has been popular consumers. Similar to Taobao on the custom product zone, its various custom-made small household products shop has been booming business. In addition to this type of products in the specifications, quality and logistics and conventional electrical sales are similar to meet the basic needs of e-commerce, consumers in the local home store can not get the same price-performance goods is also an important reason.

Management Personalized Carpet Taobao shopkeeper Mr. Wu told the author, if he runs the cartoon personalized carpet is through the physical store sales, its most energy can only radiate a city, even if not the cost of opening a shop, a city to expect this personalized product of the potential customer group itself will not be too much, this will make the store can not survive, And through E-commerce is different, because the power of the network can cover any corner of the country, in theory, each person who has personalized pursuit may be their own potential customers, and his daily average can sell several dozen sets of custom carpets to fully explain the problem.

Similar to the various types of assembled household products sales, small to computer tables, shoe racks or crib, large to bedroom furniture assembly combination, as long as the same as building blocks as a household items, its sales market has a guarantee. In the time, Jing Dong, excellent, cat and other consumer electronics website, such products occupy its stores in the mainstream of household items, but also Taobao Consumer-to-consumer home shop in the hot merchandise.

The main problem is still confined to big-ticket homes. This makes many small and medium-sized home manufacturers for E-commerce deterred.

Jimei Sina Home Experience Pavilion has been open for two months, Jimei home Vice President Shen Yaojun said "the effect is better than expected, has been very satisfied," but he also mentioned that the home online shopping mall is still a new mode and format, consumers have a habit of the process, "a little Time", and the merchant for the new model is not too active.

At the same time, and the profit is not in the future, the online mall is not a real "0 cost" input. For the home electric business platform, whether it is the mode of mutual borrowing or since the construction of the mall, the stores are paying a lot. Jimei gave up the rental, Blue King Mall operation and maintenance by a dedicated team responsible for the Red star of the United States Kai Lung and dug the horn and LDTX team, the home of the early operation of the daily upload pictures up to more than 20,000 Zhang ...

When will the last Mile End?

The experience shop looks like a bright future?

The establishment of the ground experience shop, to achieve online shopping and look at the goods, it seems to be a good home electric dealer choice.

Commecin Business Co., Ltd. General manager Wunani that the furniture industry, even if there is no e-commerce, to consumers "the last kilometer" of the logistics is also the existence of a well-established mature system, the purchase of furniture by dealers responsible for door-to-door, remote areas by the Third-party Logistics company is responsible for.

Trimebutine as the earliest net traditional furniture enterprises, as early as in 2009 on the line of the official network of Furniture Online mall, and the realization of its network products nationwide price unification, online and offline combination, online electric dealers, offline physical store display and experience.

The opposite of the route is the original focus on the Internet to do home beauty Lele, only one months from June to mid-July this year, the United States and Lele in the country's new experience pavilion on more than 50, by August 1, the total number of experience has reached 115, this time from its first online experience pavilion only 1 years 4 months. Beauty Lele from the line to the line, the rapid expansion of the experience pavilion. The purpose of this kind of experience shop is to display the related goods on the Internet, so that the shoppers can really feel the sales and service of the physical store, and enjoy the ultra-low price on the Internet, of course, these experience shops all over the country can also undertake the corresponding responsibilities such as after-sale service.

The last mile seems to be the experience of the shop to "walk through", but some people in the industry is not fully affirmed. Beijing Market Association Home branch Secretary-General Liu said that the United States Lele layout of the experience Museum can not rob the mainstream consumer groups. Furniture mainstream consumer group consumption is in high-grade furniture, online experience pavilion to do is not only experience, more important is the transaction and after-sale protection, these need 3-5 years of running-in. "Usually the mainstream consumer group will choose a good reputation of the old store, such as incredibly home, Red Star Mei Kai Lung, and will not be in the newly opened experience Museum to buy." ”

Yang Ziwen also said: "Originally is the net buys, but becomes the entity shop experience + on-line purchase, the process becomes more, the consumer's purchase desire also will be diluted." Looks like can use the experience shop to save the storage cost, also does not need to choose the façade in the popular lot, but this does not accord with the ordinary person's consumption habit. Jewellery dealers, such as the nine drilling nets, have tried such methods for many years, but they seem to have little effect. Rather than open the Sibuxiang experience shop, it is better to open the physical store chain.

It is obvious that the home electric dealer's last mile road is very hard, and home electric dealers at the moment of mentality is quite complex, once someone has worked out a successful store electric business model, it will be quickly improved and replicated, and if they do not do the layout at the moment, it will certainly fall behind the people, but the big cost of investment is not to return, Even if you succeed in finding a pattern, you are afraid of getting the fruit easily. Dilemma of the mentality, so that home electric dealers constantly in the "Test water", but no one really in the sea to swim. It seems that the real link to the industrial chain, it will take a lot of time.