This year's double eleven, along with Lin's wood industry's third-class male toy category, the traditional furniture brand represented by Quanyou, Gujia and Zhihua Shi suffered heavy pressure. However, when the industry carried out a deep resumption of the furniture category, it was found to be quite different.
In the TOP10 ranking of 2015 double eleven furniture, traditional furniture brands accounted for 7 and there were only 3 Taobao brands. At the same time, the three new brands: Huari Home, Wei Shili and Guangming Furniture are traditional furniture enterprises. . Compared with the 2014 TOP10 furniture, the Amoy brand has a clear downward trend, and the growth rate is far less than that of traditional furniture brands. Obviously, the traditional furniture brand has already occupied more than half of the furniture e-commerce, and the scene of the Tao brand “unifying the world†has ceased to exist.
With the rapid rise of the e-commerce industry, why are traditional furniture brands quickly in place? Why did the Amoy brand lose half of it? Where is the Tao branding? These issues are worthy of deep reflection from the furniture industry.
Why do you lose half of the furniture brand? Amoy brand encounters the ceiling as the first generation of furniture brand that relies on the growth of Taobao Mall. Lin's wood industry has been growing rapidly for many years and is currently ranked in the Tmall furniture category. However, it is not difficult to find out the history of furniture brand after 2010. In just five years, the e-commerce industry has accelerated its rise, and it has also accelerated the process of “washing†the furniture brand.
Before and after the establishment of Taobao Mall in 2010, the furniture Tao brand used the brutal growth of the traffic dividends in geometric multiples, and it quickly rose. A large number of furniture Amoy brands completed the original accumulation of wealth at this stage, but fell into the environmental changes after 2010, Merlot, Cool Man, Love Home, Han Feier and other first-line furniture Amoy brand or "out of the Amoy "Or decline." As more traditional furniture brands begin to enter the e-commerce channel, the advantages of online and offline linkages have formed certain constraints on the development of the Amoy brand.
According to industry analysts, at the time, the root cause of the better development of the furniture Amoy brand was that it could provide users with a better online shopping experience at a lower price. However, as traditional furniture brands slowly grasp the development of Internet channels, Tmall's traffic resources are becoming more and more fierce. The traditional furniture brands represented by Quanyou and Gujia have obvious influence and resource advantages. The upswing space of the furniture Amoy brand is limited in the future.
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Traditional brands quickly took a closer look at the furniture list. This year, the number of furniture brands with a total sales of over 100 million has increased, and the sales volume of traditional furniture brands has exceeded the growth of Amoy brand. How do traditional furniture brands get up quickly?
The first is brand awareness. The top ten traditional furniture brands are all brands with strong influence under the line. The size of the brand and the size of the popularity directly determine the scale of sales. Moreover, scale advantage is also one of the important reasons. Traditional furniture brands have strong industrial base and complete production chain advantages. At the same time, offline sales are large and stocks are large. The variety of goods and stocks that can participate in activities are generally better than online brands. This is the tradition. One of the important reasons for the rapid growth of the furniture brand double eleven.
In addition, due to the large number of offline customer influences of traditional furniture brands, the platform also increased the exposure and flow support of these brands during the event, and it is expected to attract these brands offline customers to online purchases. Overall, traditional furniture brands have certain advantages in accessing platform resources.
At the same time, the improvement of operational and marketing levels is also key. Most of the traditional furniture brand online operation teams have a 2-3 year operation basis, and their operational capabilities are gradually improved. The original marketing, logistics, customer service, and system issues that have limited their performance have been solved, and the shopping experience has improved. The performance of the double eleven.
Based on the above reasons, it is foreseeable that the share of the double eleven traditional furniture brands will continue to increase next year.
Amoy brand's back road
Faced with the trend of traditional furniture brands, how should Amoy brand get rid of restrictions and find their own positioning and way out? Some people in the e-commerce industry believe that: "At every stage of e-commerce development, there are different stages of dividends. As a brand, we should be prepared for this, and we must have a layout that allows us to continue to grow."
As a representative of the furniture Amoy brand, Lin's Wood has become a classic case. Without all the advantages of traditional furniture brands, the champion of the Tmall furniture category won for three consecutive years, and continued to grow in a triumphant way... Lin's wood industry has greatly exacerbated the sense of existence with amazing performance.
It is not difficult to find that although Lin's wood industry does not have the offline advantage of traditional furniture brands, it has the absolute advantage of the Internet, and constantly adjusts and explores the mode suitable for its own development with Internet thinking. First of all, Lin's wood industry does not have a variety of low-end sales links such as dealers and franchisees. All of its offline stores are self-operated, and all prices are unified online and offline, which greatly enhances the shopping experience. Secondly, Lin's wood industry has a strong data backstage, which is familiar to consumers' favorite furniture styles, prices, styles, etc., and plays a huge role in product development, orientation adjustment business strategy, and guiding customers.
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In addition, Lin's wood industry gives full play to the advantages of industrial clusters, and organizes relevant furniture companies scattered in various regions in an orderly manner to realize the serialization of product development, OEM, sales and logistics. The integration and regulation of resources in all aspects, the quality and price advantage of the products are particularly significant.
Double eleven is a process in which merchants cultivate consumer habits and behaviors. Lin has been participating in the double eleventh for five consecutive years. With many years of experience in furniture e-commerce operations and unique Internet thinking, he is already familiar with the psychology, behavior and habits of consumers. He is the master of the "rules of the game". This is also an important reason for the continued explosion of sales.
In the TOP10 ranking of 2015 double eleven furniture, traditional furniture brands accounted for 7 and there were only 3 Taobao brands. At the same time, the three new brands: Huari Home, Wei Shili and Guangming Furniture are traditional furniture enterprises. . Compared with the 2014 TOP10 furniture, the Amoy brand has a clear downward trend, and the growth rate is far less than that of traditional furniture brands. Obviously, the traditional furniture brand has already occupied more than half of the furniture e-commerce, and the scene of the Tao brand “unifying the world†has ceased to exist.
With the rapid rise of the e-commerce industry, why are traditional furniture brands quickly in place? Why did the Amoy brand lose half of it? Where is the Tao branding? These issues are worthy of deep reflection from the furniture industry.
Why do you lose half of the furniture brand? Amoy brand encounters the ceiling as the first generation of furniture brand that relies on the growth of Taobao Mall. Lin's wood industry has been growing rapidly for many years and is currently ranked in the Tmall furniture category. However, it is not difficult to find out the history of furniture brand after 2010. In just five years, the e-commerce industry has accelerated its rise, and it has also accelerated the process of “washing†the furniture brand.
Before and after the establishment of Taobao Mall in 2010, the furniture Tao brand used the brutal growth of the traffic dividends in geometric multiples, and it quickly rose. A large number of furniture Amoy brands completed the original accumulation of wealth at this stage, but fell into the environmental changes after 2010, Merlot, Cool Man, Love Home, Han Feier and other first-line furniture Amoy brand or "out of the Amoy "Or decline." As more traditional furniture brands begin to enter the e-commerce channel, the advantages of online and offline linkages have formed certain constraints on the development of the Amoy brand.
According to industry analysts, at the time, the root cause of the better development of the furniture Amoy brand was that it could provide users with a better online shopping experience at a lower price. However, as traditional furniture brands slowly grasp the development of Internet channels, Tmall's traffic resources are becoming more and more fierce. The traditional furniture brands represented by Quanyou and Gujia have obvious influence and resource advantages. The upswing space of the furniture Amoy brand is limited in the future.
Traditional brands quickly took a closer look at the furniture list. This year, the number of furniture brands with a total sales of over 100 million has increased, and the sales volume of traditional furniture brands has exceeded the growth of Amoy brand. How do traditional furniture brands get up quickly?
The first is brand awareness. The top ten traditional furniture brands are all brands with strong influence under the line. The size of the brand and the size of the popularity directly determine the scale of sales. Moreover, scale advantage is also one of the important reasons. Traditional furniture brands have strong industrial base and complete production chain advantages. At the same time, offline sales are large and stocks are large. The variety of goods and stocks that can participate in activities are generally better than online brands. This is the tradition. One of the important reasons for the rapid growth of the furniture brand double eleven.
In addition, due to the large number of offline customer influences of traditional furniture brands, the platform also increased the exposure and flow support of these brands during the event, and it is expected to attract these brands offline customers to online purchases. Overall, traditional furniture brands have certain advantages in accessing platform resources.
At the same time, the improvement of operational and marketing levels is also key. Most of the traditional furniture brand online operation teams have a 2-3 year operation basis, and their operational capabilities are gradually improved. The original marketing, logistics, customer service, and system issues that have limited their performance have been solved, and the shopping experience has improved. The performance of the double eleven.
Based on the above reasons, it is foreseeable that the share of the double eleven traditional furniture brands will continue to increase next year.
Amoy brand's back road
Faced with the trend of traditional furniture brands, how should Amoy brand get rid of restrictions and find their own positioning and way out? Some people in the e-commerce industry believe that: "At every stage of e-commerce development, there are different stages of dividends. As a brand, we should be prepared for this, and we must have a layout that allows us to continue to grow."
As a representative of the furniture Amoy brand, Lin's Wood has become a classic case. Without all the advantages of traditional furniture brands, the champion of the Tmall furniture category won for three consecutive years, and continued to grow in a triumphant way... Lin's wood industry has greatly exacerbated the sense of existence with amazing performance.
It is not difficult to find that although Lin's wood industry does not have the offline advantage of traditional furniture brands, it has the absolute advantage of the Internet, and constantly adjusts and explores the mode suitable for its own development with Internet thinking. First of all, Lin's wood industry does not have a variety of low-end sales links such as dealers and franchisees. All of its offline stores are self-operated, and all prices are unified online and offline, which greatly enhances the shopping experience. Secondly, Lin's wood industry has a strong data backstage, which is familiar to consumers' favorite furniture styles, prices, styles, etc., and plays a huge role in product development, orientation adjustment business strategy, and guiding customers.
In addition, Lin's wood industry gives full play to the advantages of industrial clusters, and organizes relevant furniture companies scattered in various regions in an orderly manner to realize the serialization of product development, OEM, sales and logistics. The integration and regulation of resources in all aspects, the quality and price advantage of the products are particularly significant.
Double eleven is a process in which merchants cultivate consumer habits and behaviors. Lin has been participating in the double eleventh for five consecutive years. With many years of experience in furniture e-commerce operations and unique Internet thinking, he is already familiar with the psychology, behavior and habits of consumers. He is the master of the "rules of the game". This is also an important reason for the continued explosion of sales.
In fact, with the comprehensive e-commerce of offline brands and the rapid spread of mobile Internet, the boundaries between furniture brand and traditional furniture brands will become more and more blurred in the future, and eventually return to the competition between brands and brands. Only by taking products and services as the core, actively seeking breakthroughs and firmly catching customers is the key to the brand's invincibility in this Internet era.
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