Furniture touch "net": O2O ordered sought after

Good furniture is a part of light luxury and represents the quality and details of modern life. In China's huge furniture market, once in a while, e-commerce in many traditional fields is difficult to occupy the home field. After all, from product experience to logistics delivery, from on-site installation to after-sales service, furniture has become more difficult than many traditional industries.

However, the general trend is irreversible. In the past two years, furniture e-commerce has been gradually heated up in another way. Compared to traditional furniture such as IKEA stores, online shopping furniture, and even using cross-border e-commerce and O2O custom furniture, has become a part of fashion. “U.S. drawings, British stores, Vietnamese factories, Australian boats... Easy clicks on the internet, and a few months later, a luxury custom furniture may be in your living room.”

Furniture is also light luxury goods

The most significant feature of China’s economy in 2015 is undoubtedly the “Internet+” boom. Even the furniture sector, which has always been regarded as difficult to overcome by e-commerce, has also been greatly favored by the Internet.

Zhou Di has always been at the forefront of fashion in the purchase of furniture. Long ago, she was a fan of IKEA. At that time, she often went to IKEA, and brought back a piece of simple and neat furniture, from large wardrobes to small sheets, and even lamps, hangers, etc., Scandinavian home style makes her life pleasing.

However, Zhou Di discovered in the past year or two, although IKEA still represents a comfortable lifestyle, but when buying furniture, she and her friends have been less willing to buy IKEA furniture and household items. “Now the pace of work is faster, there is time on weekends, and I want to rest at home. I don’t have the motivation to run to the IKEA store in Nancheng or Beicheng.” Zhou Di said, “Of course, another important reason is that the furniture electricity supplier has come The more convenient, but still a very fashionable way."

This summer, Zhou Di moved to his new home. In this nearly 100-square-meter house, the e-commerce platform became the main source of furniture for her. “Almost all big furniture is bought online, for example, a Chinese style ash solid wood wardrobe, I spent 9800 yuan on the Internet to buy, be considered a more affordable price, in the store to buy may be expensive on three or four thousand ."

In addition to the convenience of purchase, in Zhou Di’s view, relying on the e-commerce platform to purchase furniture, the selected space was instantly expanded. On several well-known e-commerce platforms, there may be hundreds of thousands of different types of furniture available for selection. In contrast, even if there is a large-scale, self-contained physical store, such as IKEA, the available products can be selected. Also relatively limited.

“Good furniture is also a part of light luxury life. When we choose furniture, we also choose the quality behind it. On the e-commerce platform, we can choose both Scandinavian style and traditional Chinese style. , and even post-modern furniture, etc., are more suitable for our demand for decoration integration."

O2O customization is maturing

In fact, with the continuous improvement of living standards, home has become a growing market. China Building Decoration Association's "2014 China Building Materials Home Industry Development Report" shows that in 2014, Chinese people spent about 800 billion yuan on furniture and home accessories. Therefore, even if it is IKEA, its sales in China in fiscal year 2015 (September 2014 to the end of August 2015) reached 10.5 billion yuan, accounting for a very small proportion.

This gives the e-commerce great space for development. Some home e-commerce companies have also achieved great success. The key is that they create closed-loop channels for all channels. For example, Tmall's home-installed O2O phase-trading online payment (deposit) line ** check transactions, offline client transactions backfeed online traffic, from online to offline and then online, to achieve new trading channels.

In foreign countries, the furniture electricity supplier O2O model has matured. Among them, the British high-end furniture electricity supplier Made is undoubtedly one of the best. Data show that in 2010, Made. Com was born in London, the company is committed to using cross-border e-commerce and O2O IKEA upgrade. In just four years, the company’s sales reached US$42.8 million and is currently rapidly expanding in Europe.

Made is the ultimate in cost control. According to "Flourish" report, Made. Com invited many designers to design furniture samples, select the most desirable designs by customers, make productions in countries with low production costs, such as China and Vietnam, and ship them to customers' homes through the sea, from order to receipt. The whole process lasted for three months. Despite this, due to significant savings in store and warehousing costs, customers only need to pay a third of the price of traditional high-end furniture stores to buy quality Scandinavian-style furniture, which may seem slow but cost-effective. The rather high approach has become increasingly popular in the UK market and is particularly sought after by middle-class families.

According to industry insiders, overall custom furniture is the future direction of the industry. In terms of consumption patterns and consumption patterns, the market will have higher and higher requirements for packages with individuality.