In the home industry, salted fish that are not cooked on both sides?

The offline sales of the home industry is thin and thin, and the online channels are difficult. How can this salted fish turn over?

Online sales are difficult

At present, although online e-commerce companies such as Jingdong and Taobao are booming, the domestic home sales model is still dominated by physical stores. The physical stores represented by Red Star Macalline and Real Home still occupy the home sales market. 80% of the share.

Some people may ask why furniture e-commerce is not "red"?

Furniture e-commerce can not be popular because of the process of product sales and after-sales service.

First of all, the sales of furniture products are different from other fast-moving consumer goods and electronic products. Customers need to go to the store to feel the furniture products. At the same time, the atmosphere of the home is a tool for the sales of furniture products. There is no physical experience store. Will pay for empty text descriptions and products that have been rendered by gorgeous rhetoric.

Secondly, furniture belongs to bulk commodities, and the last mile of product sales is difficult to solve. Taking panel furniture as an example, consumers' hands-to-hand ability is generally weak, and professional furniture logistics teams are required to provide on-site installation services. The labor cost is high, needless to say, in no In the case of physical store support and distribution management, it is difficult for the temporarily employed installation workers to guarantee the quality of the service.

In addition, the choice of furniture on the Internet will inevitably lead to chromatic aberration, softness and hardness, and unsuitable materials. Consumers are dissatisfied with the requirements of the goods, and the high cost is not affordable. Consumers picking products in physical stores will reduce the probability of this happening and add a protective lock to the sale of furniture products.

It has been pointed out that home building materials are highly dependent on experience, distribution, and after-sales service. Such semi-finished products seem to be incompatible with e-commerce categories. So is the furniture offline entity more resistant to the furniture e-commerce?

Entity sales are difficult

The total number of Chinese furniture enterprises has reached more than 50,000, and the total output value ranks first in the world. However, in recent years, with the gradual increase of furniture enterprises and the large number of export-oriented furniture enterprises to switch to domestic sales, the share of “cakes” of some small and medium-sized enterprises has become smaller and smaller, and the sales of many large-scale furniture enterprises have also dropped significantly. The drawbacks gradually appear, and the pain points are obvious. .

First of all, furniture sales require a good customer experience, so the country's furniture sales companies such as Hongxing Meikaihong and Jisheng Weibang have invested a lot of money in the construction of the exhibition hall and the atmosphere. The store rent and decoration have eaten the furniture sellers should have. profit.

Secondly, it is difficult to recruit professional furniture sales practitioners by using conventional recruitment channels, and as China's demographic dividends tend to disappear, personnel wages are bound to increase, and Run will be diluted. The recruitment, training, salary and performance of the furniture industry are the heart of the furniture sales industry.

Thirdly, the furniture manufacturing enterprises have weaker innovation ability and follow the trend, resulting in serious homogenization of furniture end sales. There are many furniture retail stores in the area, and eventually the price war is bleak, and no one benefits.

In the home industry, this salted fish is not cooked on both sides. How to turn over?

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