New thinking of trimebutine furniture electric business

Marketers say

Trimebutine Furniture in the electric business plate faces two options: one is the existing "mouse + cement" model to upgrade, one is to give up the "cement", only to Do "mouse", to create a pure electrical business model. I personally prefer the latter.

Zhao Ruihai

Trimebutine Furniture Chairman, chairman of Beijing song Mei Furniture Group Co., Ltd., China Federation executive, postgraduate, Independent. 1987, Zhao Ruihai with 4000 yuan registered capital to create Beijing Jianye industry and Trade company, that is, Beijing song Mei Furniture Co., Ltd. predecessor. 1992, the creation of "Qu Mei" furniture brand.

2012 has had a great impact on our industry and it was a tough year. This is based on two reasons: first, China's economic macro-policy regulation, the second is the industry into a rapid expansion period, overcapacity.

In front of the pressure, the enterprise needs the strain, must keep up with this market big environment the request, carries on the intrinsic promotion, like the innovation ability. This is our main keynote for 2012 years.

Innovation has always been the gene of Qu Mei. From the early making of their own sofas, to the 1993 of curved wood, to 1999 the introduction of Danish designers, to open stores nationwide, and then to now exert electronic commerce, trimebutine Furniture has been walking in the forefront of the industry.

At present, trimebutine furniture in http://www.aliyun.com/zixun/aggregation/7941.html "> Taobao Cat opened the official Network mall, and the combination of their own situation, to explore suitable for the melody of the channel Synergy mode, Not only to ensure product quality and personalized, but also to create a new way of household consumption. From the channel synergy, reverse customization, to the future of the fast fashion light mode, Trimebutine's electric business trilogy is being implemented.

At first, the purpose of Trimebutine was to make the electricity business interact with the traditional channels, and to rationalize the price of the whole country with the help of the electric business platform to reduce the cost. This goal has been completed. Over the past 2012 years, we will also be thinking about and adjusting to the issue of electricity quotient.

In my opinion, trimebutine furniture in the electric business plate faces two options: one is the existing "mouse + cement" model to upgrade, one is to give up the "cement", only to Do "mouse", to create a pure electric business model. I personally say I prefer the latter. If trimebutine Select the pure electric business model, will rebuild a "affordable, positioning young state, design a bit" products, only online sales, do not provide offline experience. As for the distribution of goods, after-sales service, you can directly let the dealers, by them to complete.

In 2013, in addition to the upcoming restructuring of the electricity business sector, we have a series of innovations in the product. In the second half of 2012, song Mei introduced a parallel to Trimebutine "sister brand"--b8. B8 belongs to the customized furniture, will be independent of the existing system of song Mei, by a separate team to operate. B8 In addition to a dedicated factory, designers, but also in the national distribution of independent shops, its brand image completely separated from the trimebutine. In addition, Trimebutine is also about to launch new Chinese-style furniture "As China", the series of materials are used in Brazil rosewood.

The future, Trimebutine will continue to take the road of innovation, and constantly carry out channel innovation and design innovation, and strive to differentiate products to get rid of competitors, out of the Red Sea competition.

My point of view

We may have to deal with a chronically depressed market, with some dealers or even factories exiting. At present, the middle-grade market is relatively stable, it is still independent, low-grade market is actually occupied by several major brands. And the most brutal, is the mid-range market, competition white-hot, we are bleeding even desperate. Under the influence of big environment and market competition, we need to innovate in the way of marketing, lead the new consumer market and new consumption trend.

I challenge

The first is the channel problem. At present, China's domestic industry channels are still in the oligopoly market environment. Channel costs are soaring and profits are being squeezed. How to open up a broader channel to become a challenge. The second is the current dealer status is poor, generally no direction, no morale, this is not conducive to brand development. Third, E-commerce still needs time to explore. I think pure E-commerce has the opportunity, but also concerned about the market is not mature enough.

Q&a

Q: What is the goal of the future in E-commerce? How to balance the interests of both online and offline channels?

A: First, the electricity quotient is a kind of channel, the focus of the electricity business falls in the commercial, the market first goal is to achieve the sales performance; Secondly, the electric business is the inevitable road of the enterprise future marketing, the enterprise should study how to make full use of the Internet characteristic, provide more perfect cooperative service and integration System, help and instruct the consumer to buy the suitable product Help producers to serve consumers. Online, offline two channels of product category focus is not the same, online commodity prices must be more affordable, more young people positioning, design a bit more.