Some pottery companies in Foshan lay low on electric dealers

How to develop e-business in the future is a hot topic in the industry.

This edition of the text, figure information Times reporter Zhong Hongmei

In recent years, with the rapid development of electric dealers, clothing, home appliances, jewelry and other products from the virtual network of real "jump" into the tens of thousands of households. However, with Foshan underwear, furniture and other industries have been involved in the electrical business is different, Foshan as a ceramic capital, ceramic tile industry has yet to appear large-scale exposure to the phenomenon of electricity.

In the Internet shopping increasingly become the main consumer mode of the background, why the ceramic enterprises have not "drift"? Will the future of electronic commerce become the development trend of ceramic tile industry? In this regard, some people in the industry said that the ceramic industry in E-commerce is still in the initial stage, the current logistics, distributors, consumer experience, such as bottlenecks need to break through, as to whether the future will become the industry trend, is the smoke and mirrors, mixed.

Current situation: the ratio of hydropower enterprises to less than 1%

It is understood that the ceramic industry as a traditional industry, due to sales channels, profit patterns, sales and other traditional concepts, the current sales model is still the traditional distributor sales channels. Lan Weibing, director of China Ceramic Industry Association Foshan Office, said that the current network marketing in the industry is still in the initial stage, the first two years began to have individual enterprises in E-commerce, but also few. "According to the recent years of Foshan ceramic tile Enterprises involved in E-commerce survey, water test E-commerce enterprises accounted for less than 1%, instead of bathroom, mosaic and other aspects of E-commerce enterprises." ”

For the reason why pottery companies are reluctant to dabble in E-commerce, blue Guards believe that the properties of ceramic tile products determine its development in e-commerce, the limitations of the product area, high logistics costs, return trouble, these barriers to become the cause of the enterprise. In addition, the traditional sales model to distributor channels to promote some of the Tao Enterprises to give up network sales, and open E-commerce, with the price advantage of the online mall will be the offline distribution shop impact, this is the ceramic enterprises must face the problem.

It is the key to have the enterprise

According to China's E-commerce research Center monitoring data showed that as of June 2011, China's E-commerce market turnover reached 2.95 trillion, an increase of 31%. Among them, business-to-business E-commerce turnover reached 2.6 trillion, an increase of 26.8%, the electric business industry continued to stabilize.

In the interview, the reporter found that the network marketing as an enterprise to expand the marketing model of a channel, Foshan has a lot of pottery enterprises are also trying to jump, bobo ceramic thin Plate is brewing network marketing, the next year to the local product category to be online.

"and mosaic industry, the rapid development of E-commerce is different, the ceramic tile industry in the last two years to start testing water development online Mall, now do a comparison on the scale of the Asian Ceramic Mall as a representative of the few home. "As a pioneer in the electrical business of Tao Enterprises, Asian Ceramic Mall deputy general manager Mochi said, involved in online shopping malls, the most important is to break through the bottleneck in logistics, due to the properties of tile products, improper placement when vulnerable, the current adoption of a box-like way can reduce wear, but also increased logistics costs.

Optimists

Viewpoint: Future Ceramic Enterprise E-commerce "must fire"

For future E-commerce will become the industry trend, Bobo Ceramic Plate CEO Tang Lido that network marketing is in line with the trend of social development needs, but the new marketing means will inevitably and the traditional marketing model "conflict", this is the future need to solve the problem. Moreover, because the ceramic tile does not belong to the finished product category, it is necessary to develop the electric business pottery Enterprise, need a period of the exploring period, how to make the consumer enjoy the experience service, especially under the line how to cooperate with each other to reduce the cost.

Coincidentally, Mochi also hold the same view. Because of the special properties of the ceramic tile itself, consumers are usually experienced to buy confidence, so the Asian ceramics Mall in consumers have the intention to buy, the mall will send a small sample to the customer experience, to be determined after the customer to send a sample after the shipping cost relief. "Experiential consumption in line with the current consumer psychology, similar products, online prices are usually cheaper than offline, the next 3-5 years, the ceramic industry e-commerce will be hot." ”

Look at the loser pie.

Electronic commerce is difficult to heat

Tripartite cooperation or mainstreaming

Ceramic enterprises to develop e-commerce future must fire? On this point of view, Fan Jinhua, deputy general manager of pottery and porcelain is holding different views, he believes that the ceramic tile itself belongs to two times the properties of processing products decided that it will be insulated with e-commerce, ceramic tiles do not become the mainstream of E-commerce, "if the development of online shopping malls, hundred will encroach on the line At the same time, Fan Jinhua also pointed out that, from 2009 onwards, Shenzhen, Shanghai and other fields have put forward the concept of low carbon environmentally friendly, and concrete real estate cooperation, long-term supply of ceramic building materials will become a trend, "ceramic enterprises can according to market requirements, for partners to customize the development of a variety of products, The sales model of a builder of a ceramic enterprise in the industry will be formed. ”

In this respect, the blue guards also said that now the domestic bathroom enterprises or traditional distributors to promote the brand, including after-sales service, installation, are dealers to bear. "Whether it is the development of e-commerce or customized cooperation with real estate developers, both are to the current traditional mode of dealer supplement, but ceramic enterprises in the next 5-10 years large-scale development of E-commerce is unlikely." The