What are the challenges in the development of mahogany furniture e-commerce?

First, traditional marketing and e-commerce are difficult to coexist?

Traditional marketing is a kind of transaction marketing, which is mainly to show the reality products in front of consumers and form a marketing model of transactions. After long-term development, this marketing model has cultivated a solid theoretical foundation and practical basis, and is the most popular consumption pattern for consumers. E-commerce marketing refers to the use of simple, fast and low-cost electronic communication methods, in which buyers and sellers do not face all kinds of business activities. Many people say that today's e-commerce is largely impacting the traditional marketing model. The development of e-commerce, its simple, fast and low-cost operation makes both buyers and sellers benefit, consumers do not need to exhaust in the mall. Find the products you need, you only need to use your finger on the Internet to purchase all kinds of products. Online shopping is becoming more and more popular and has gradually become a lifestyle. In this case, why is the e-commerce in the mahogany industry not getting late? According to industry insiders, only 20% of the mahogany furniture industry adopts a mode of e-commerce, and the actual operation is based on this marketing method. Success is even rarer.

As a traditional industry, mahogany furniture is the main mode of sales. In the past few years, the mahogany furniture market was hot, and most companies did not consider the development of new sales channels. Moreover, the e-commerce technology has high requirements, and the promotion process in the early stage is complicated and the cycle is long. In addition, many companies are concerned that once the product is sold online, it may suppress the price of physical sales. Previously, consumers have found that the price of products sold online is cheaper than the price of products sold in physical stores, and therefore requires many returns. The mahogany furniture company considers this to be a “difficult to ask” approach. At present, many mahogany furniture companies have established their own corporate websites, but they have not fully utilized this platform. Many corporate websites have become “waste stations” due to long-term unmanned maintenance.

Second, the uniqueness of the product makes e-commerce difficult to develop?

Taobao, Dangdang, Excellence, Jingdong Mall is a relatively complete e-commerce platform. According to the survey, daily necessities, clothing, home appliances and food occupy an important proportion, of which only 60% of daily necessities. One of the most important factors is that the price of the product is low and the consumer's reliability is high. Even if the product is not satisfied by the consumer, considering the loss is small, it will rarely choose to return or exchange.

Relative to these products, the development of mahogany furniture e-commerce is limited by the particularity of its products. At present, the e-commerce model of mahogany furniture is still at a preliminary stage of development, and the market model is still not perfect. As a product of high value and large objects, the risk that consumers bear is higher, and tens of thousands or even hundreds of thousands of products are Consumers are very cautious when buying in a physical store, and it seems even less likely to place an order on the Internet. In addition, the credit issue is also the biggest obstacle to the development of e-commerce in the mahogany furniture industry. The mahogany furniture industry market is mixed, and industrial credit is always in jeopardy. There are very few big brand companies recognized by consumers. However, e-commerce is a platform based on the full trust of buyers and sellers. At present, the mahogany furniture industry has not reached the level of trust that allows consumers to consume online.

In addition, because the physical products are not visible, the return rate of products sold through the e-commerce platform is much higher than that of the products sold in the physical store, and the mahogany furniture is huge because of its large size, and the logistics expenses are not small, but if the consumers appear after purchase, The problem needs to be returned and exchanged, and packaging the product is also very difficult and troublesome.

Third, the win-win model of merchants, dealers and consumers is difficult to construct?

For consumers, it is the best form for manufacturers to have online stores and direct sales stores, so that they have more choices and more favorable prices. The network makes the pricing of many products more transparent and regular. The online store established by the manufacturer is no different from the "factory direct sales". In addition, the biggest expense of a store is the renting. Online shops directly save the merchants a huge expense. Of course, some of the expenses will bring out most of the rebates to consumers, and increase their market competitiveness with price advantage.

However, the e-commerce platform seems to have moved the dealer's "cheese." The same product, almost everyone will choose a lower price, then the dealer's product price naturally can not compete with the online mall. However, from the current development status of the mahogany furniture industry, almost no manufacturers can rely on “e-commerce without dealers”. For mahogany furniture manufacturers, dealers guarantee the sales volume of products, occupy the market, and open Channels and other aspects have played a crucial role.

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