As early as the end of 2012, I used the "online and down, not on the line" to describe the development trend of home e-commerce at that time. One and a half years have passed, and the development trend of home e-commerce has basically not changed. It is still "not coming online, not going offline." However, the development of home e-commerce has reached a turning point in history. The reason for this judgment is that online pure e-commerce platforms are experiencing increasing resistance on the “down†road. The difference in the cost structure between online and offline makes the traditional offline channels of home furnishing enterprises unable to connect with the online e-commerce platform, so the online “down†efforts have been repeatedly turned into gray. Whether it is the logical argument of theory or the empirical proof of practice, it is basically impossible to "go down" online. The e-commerce 1.0 era, which is dominated by pure online e-commerce platform, has been limited in development because it is opposite to the traditional distribution channels of offline home businesses, so it cannot drive the distribution system of traditional offline brands to play e-commerce. . The Internetization of the distribution system of traditional brands is the mainstream of e-commerce development in the next stage. Due to the different cost structure of online and offline business operations, home furnishing companies are currently forced to implement the “dual-track†strategy of e-commerce between online and offline product prices. For most home furnishing companies, e-commerce just means opening a store in Jingdong Tmall. The online e-commerce department cannot connect with the distribution system of the traditional offline channels, and cannot undertake the main task of enterprise e-commerce development. More and more home furnishing companies realize that the current "dual-track system" of e-commerce implemented by enterprises is almost a chicken rib: e-commerce is not profitable and there is no increase. More importantly, e-commerce is not the strategic direction of the company. How do home businesses break through the current "dual track system" of e-commerce? Where is the e-commerce development of home furnishing companies? For the home furnishing company destined for O2O development, where is the online "O"? This is the theme of the first China Furniture E-commerce Forum in 2014: the break-up thinking of the “dual-track system†of home business e-commerce. This is a historic reflection. As a result of thinking, e-commerce development may be introduced to the E-Commerce 2.0 era with the theme of online and offline integration. It’s basically a foregone conclusion when the line is not coming, but the line is still going up. Perhaps, the home industry is lagging behind in the e-commerce 1.0 era of pure online e-commerce development because of its heavy dependence on offline experience. However, precisely because of the characteristics of the offline experience, the home industry is likely to enter the forefront of e-commerce development in the next phase of the online and offline E-commerce 2.0 era. We have no reason to believe that the home industry will become the main battlefield of the e-commerce 2.0 era, and the military will fight. Tmall chose the home industry for the first O2O strategy attempt. However, the fall of its love hive project has basically ruined the way Tmall went straight down. The first encounter between online and offline also occurred in the home industry. In 2013, 19 home shopping malls under the front line of the 11th Festival jointly boycotted Tmall’s O2O plan through the offline shopping malls. E-commerce development is destined to enter an era of online and offline integration. In a sense, this is the era of the entire social economy Internet. We call it the E-Commerce 2.0 era. Precipitating history, focusing on reality, and controlling the future. This is the mission of the China Furniture E-commerce Forum. We hope that the first China Furniture E-commerce Forum will witness the arrival of the E-commerce 2.0 era. We also hope that our first China Furniture E-commerce Forum will be a page to create a history of e-commerce 2.0 era. At the Shanghai World Expo Exhibition Hall on September 11, 2014, we jointly hoped that China's first furniture e-commerce forum will be opened. If you have any questions about the e-commerce development of the enterprises represented by the participants, please send a micro-signal "18930554077" to ask the guests. ----------------------------------------------- The first Chinese furniture E-commerce Forum [Theme] Home business e-commerce "dual-track system" breaks the thinking [Time] September 11, 2014 9:30-12:30 [Contents] 1. Home e-commerce "dual-track system" breaks the thinking of senior home e-commerce experts Tang Ren 2. Terminal Internetization of Home Enterprise Re-creation of Wu Nini, General Manager of Qumei Home 3. Brand Innovation of Internet Age, Liu Hong, Vice President of Gujia Home 4. Online and offline integrated business process reengineering Shangpin Home Ownership New Home Network General Manager Hu Wei 5. Traditional to e-commerce has become a chairman of the board of directors Yang Tao 6. Dialogue 1: Building a home business O2O e-commerce platform actually online general manager Wang Xiaokang, Qijiawang senior vice president Mao Xinyong, Melody brand director Pan Shouzheng, Rishun Wang Xinjie, General Manager of Home Services 7. Dialogue 2: Home Enterprise Internet Innovation Lin Xingmu, General Manager of Ma Shichan, Tuba Rabbit CEO Wang Guobin, Meizi.com CEO Wang Lanyu, Digital China CEO Yang Yujie, Wood Park CEO Liu Yuming, Home Decoration e General Manager Meng De Dialogue Moderator: Hu Yanli [Location] Shanghai World Expo Exhibition Hall [host] China Furniture Association Hui, Shanghai Bohua International Exhibition Co., Ltd., China Home E-commerce Research Alliance [planner] Tang Ren, Hu Yanli, Li Wei
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