How Home E-Commerce Breaks Through Red Star Macalline First Trial

 

Since the first year of home furnishing e-commerce in 2011, many traditional home furnishing companies have hit the Internet one after another. Now home furnishing e-commerce has reached its third year. The expected vigorous scene has not appeared. The traditional home furnishing giant led by Red Star Macalline We are still in the market introduction period of home e-commerce, constantly changing marketing thinking, trying to seek a way out of home e-commerce.

 

 

According to research data from the China Industry Consulting Network, home furnishing e-commerce accounts for 19.8% of the total, and the “cake” of Chinese furnishing e-commerce is expected to reach 205 billion yuan by 2015, and the scale of online shopping will increase by 249%. Data from Tmall shows that in 2012 Tmall's home improvement and home decoration turnover reached more than 34 billion yuan.

 

Although from the data point of view, the market prospect of home e-commerce is very good, but the entire industry seems to be in a dilemma. First of all, as a durable consumer product, household products have very high quality requirements, and pure online sales take time to establish brand trust; second, the particularity of the household market makes it difficult for consumers to ensure user experience; and finally, traditional household companies The adjustment of internal resources and operation mode is not enough, and the contradiction between online and offline reconciliation needs to be avoided.

 

Red Star Macalline, the leading Furniture brand in the traditional home furnishing industry , said that the development of home e-commerce has entered a decisive moment. Red Star Macalline Xingyijia is a home online shopping platform founded by the Group. The company will further adjust the development plan of the e-commerce platform to quickly occupy a place in the online home market.

 

It is understood that Red Star Macalline has now enhanced the scale of the online market through various means. At present, the 118 shopping malls distributed by Red Star Macalline across the country have become a strong backing of Xingyijia. Xingyijia's promotional information can be seen everywhere in the store. This move will make Xingyijia spend a lot of money across other e-commerce brands for word of mouth. threshold. At the same time, Red Star Macalline with "local accounts" is also strengthening the construction of user experience. Xingyijia is trying to establish an online and offline integrated platform, and has done nearly 200 in more than 100 shopping malls in 80 cities across the country. The event of "online convening, offline experience purchase" won a lot of praise from consumers. In addition, Red Star Macalline also distinguishes products sold online from offline. Xingyijia focuses on mid-end products and does not have much conflict with the high-end products sold offline, and it is more complementary. .

 

The relevant person in charge of Xingyijia introduced that household products are mainly durable consumer goods, and consumers' demand for quality is far better than that of fast-moving consumer goods. Although the proportion of online sales currently accounts for a small proportion of the overall, home e-commerce must be the mainstream development trend in the future. Red Star Macalline will continue to try and explore on the road of home e-commerce breaking through and make a difference.

 

Experts said that the home e-commerce market has not really opened up due to factors such as the materials and regional experience and distribution of home e-commerce. In 2013, it will become a tough year for large-scale e-commerce such as home furnishing. There will be huge room for home e-commerce in the future. (Editor: Peter)

 

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