Gujia Home: Test the water O2O and explore the integrated distribution system

With the fact that young consumers are increasingly becoming the main consumers of home consumption, and online shopping is increasingly becoming the main way for consumers to buy, the competition in the industry is becoming increasingly hot. On the basis of building strong product strength, channel innovation and optimization are increasingly necessary. In the home industry, there is no shortage of pioneers who are brave enough to explore in the field of e-commerce.

Mr. Liu Hong, Vice President of Gujia Home

At the 2014 China Furniture E-commerce Forum, Mr. Liu Hong, Vice President of Gujia Home, shared with you the exploration of the construction of an integrated distribution system. Gujia is trying to improve the profit distribution mechanism of online and offline development, and explore an O2O business process that is smooth from online to offline.

Mr. Liu told us that the first test of water and electricity business by Gujiajiao was in the double eleven in 2012. At that time, Gujia was the leading brand in the furniture industry in the traditional channel. There were more than 2,000 stores online, so in the double eleven in 2012, just hit the net and broke the 65 million mark one day. However, after the double eleventh, the problem immediately appeared. The media has reported on the high return rate of the home industry.

Faced with the problem of high return rate and timely delivery, Gujia Home also addresses this situation, how to make online and offline access, and let consumers from the purchase to the experience, both of which have to be more excellent in word of mouth to do more thinking .

“In 2013, we started to try online and offline integration. The first is to control the sales of the Double Eleven, not to use simple sales as an indicator. If you say that e-commerce is billions of dollars, it’s a success. Then I think that for a traditional furniture brand, this test is too big. So we control the sales, not more than the service I can afford; Secondly, we join the online and offline stores to complete the consultation of the double eleven orders. Therefore, on the day of the Double Eleven in 2013, we had more than 140 cities and more than 200 store purchasers, who participated in the e-commerce order. We can provide consumers with online and offline services. Get a quick response. We ship and install through offline dealer channels."

When talking about online and offline e-commerce, Liu said that he personally also studied a little bit. "I think the fastest online and offline sales model is the flower shop. You can know that if you have a flower shop, it can be in the department store on the tall, in the community, or in the streets, but no one. To do this integration. If you can bring all the flower shops together, you will realize timely delivery. Because the flowers in the flower shop are basically the same, but you order online, he is the nearest delivery, it is the most It can save costs. But how to get through this interest chain, no one is doing this research."

“So we also adhered to the idea that there are more than 2,000 stores in the family. As long as the dealers are willing to try, we will open them to them. So we have established an offline experience store. The service is embedded in the middle of the physical store."

"We believe that there must be at least a few points to get online and offline. One is that there is a reasonable distribution mechanism for interest and distribution. For dealers, he will think that you are selling online, so who is the sales? So in principle, we sell online, according to the geographical distribution, which is the offline consumer from which city, our business will belong to the offline dealer. I think the first is to solve this problem of interest distribution; The second one is because of our offline display, no matter how large your area is in the red star and the moon star, it is always limited. The general shopping mall has an area of ​​300 to 600 square meters, but you can't show your full range. Products. But the online is infinite space, there is such a possibility. So we use the online display as a supplement to the offline display. Many dealers, because of the area, there is no way to produce so many products, but We create an online mall, online to the offline, there is no way to display, so that consumers can choose online products, and then go to the offline store Experience. This opened up the online and offline. "

Through this series of attempts, this year, Gujia Home has joined hands with Melaleuca and Qijia.com to reach strategic cooperation with them and carry out strong alliances. Liu gave an example to illustrate that traditional furniture companies, if they do not have Internet furniture e-commerce, are actually unhappy. "Everyone can see this Hummer. You know that Gujia has been marketing with this Hummer since 2005. We currently have 12 long Hummers. Everywhere, it is basically attracting the attention of many consumers. But with the development of the Internet, We found that the wheel of this Hummer runs faster and can't run the Internet. So in the traditional furniture industry, you don't have Internet furniture, you only have to go fast, but only the Internet, there is no traditional furniture industry, Internet furniture e-commerce is also walking. Not far away."

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