互聯網行業的逐漸滲透,使得地板等家居建材行業的市場環境發生了很大程度上的改變。作為一個全新的發展模式,電子商務模式正在影響著越來越多的企業發展。在電商迅猛發展的當下,地板企業做(zuo)好電商(shang)渠道的建立和維護也變的極為(wei)重要。
一、地板行業現狀
我國木地板行(xing)(xing)(xing)業雖(sui)然起步晚、基(ji)礎差,但是發展迅(xun)速(su),在不到20年的(de)(de)(de)(de)時間內開拓了多種類(lei)、多規格的(de)(de)(de)(de)多元化產(chan)品格局(ju),建(jian)立了從(cong)生產(chan)、銷(xiao)售到配套鋪裝(zhuang)的(de)(de)(de)(de)服務(wu)體(ti)系(xi),并形成(cheng)了一定企(qi)(qi)業規模的(de)(de)(de)(de)產(chan)業集群,整個行(xing)(xing)(xing)業已進入穩步發展的(de)(de)(de)(de)成(cheng)熟階段(duan)。同時,由于(yu)木材資源緊(jin)缺、市(shi)場競(jing)爭不規范(fan)、企(qi)(qi)業創新能力弱(ruo)、原(yuan)材料成(cheng)本長期(qi)高位(wei)運行(xing)(xing)(xing)、勞動力成(cheng)本快速(su)增長、地(di)板市(shi)場的(de)(de)(de)(de)無序(xu)競(jing)爭、過度同質化競(jing)爭,國內房地(di)產(chan)市(shi)場調控,出(chu)口(kou)貿易壁壘等因素影(ying)響,我國木地(di)板行(xing)(xing)(xing)業正面臨前所(suo)未有的(de)(de)(de)(de)挑戰。
二、地板行業未來發展的必然趨勢
家居賣場向線上延伸:成功賣場銷售生活方式,完善售后服務和向線上延伸是其發展方向。線下渠道經歷了由分散的無規模單店經營向大規模家居賣場和獨立旗艦店的轉變。家居賣場主要具備人流優勢,但租金較貴,獨立店則相反,并且容易開大店,且對渠道掌控力強。家居賣場方面,以宜家為代表的自有品牌直營大店和以紅星美凱龍為代表的家具商城經營良好。優質的生活方式購物體驗、賣場內豐富的產品品類、致力于完善售后配送安裝服務和嘗試向線上延伸是宜家和紅星美凱龍的共通點。
地板線上線下結合是趨勢:地板電商快速發展,爆款銷售是特點,線上線下結合是趨勢。地板電商化進程處于初期階段,建材家居市場互聯網滲透率3%。地板銷售過程復雜程度高和經銷商抵制是地板電商化的主要阻力。隨著地板企業對于網絡銷售服務模式的摸索,經銷商利益機制的理順,以及專業配套服務企業的誕生,占比提升仍然是大勢所趨。地板電商企業成長速度遠快于傳統企業,低價、高性價比、爆款銷售是地板電商企業的特征,線上銷售+線下體驗相結合是趨勢。
三、與互聯網家裝合作價值凸顯
互聯網家裝縮短(duan)建(jian)材(cai)產業(ye)(ye)(ye)(ye)鏈(lian),行業(ye)(ye)(ye)(ye)整(zheng)合后將彰顯(xian)(xian)渠道(dao)(dao)價(jia)值。家(jia)(jia)(jia)裝行業(ye)(ye)(ye)(ye)分(fen)散和雜亂導致其入口價(jia)值并未被品(pin)牌地板企(qi)業(ye)(ye)(ye)(ye)重(zhong)視。解(jie)決信息不對(dui)稱(cheng),縮短(duan)建(jian)材(cai)產業(ye)(ye)(ye)(ye)鏈(lian)是互聯網(wang)家(jia)(jia)(jia)裝的價(jia)值所在。專注細分(fen)市場,做好(hao)標(biao)準化,積累(lei)口碑,是互聯網(wang)家(jia)(jia)(jia)裝商業(ye)(ye)(ye)(ye)模式的突破之道(dao)(dao)。隨著行業(ye)(ye)(ye)(ye)整(zheng)合加速,行業(ye)(ye)(ye)(ye)巨頭誕(dan)生,品(pin)牌地板企(qi)業(ye)(ye)(ye)(ye)與(yu)互聯網(wang)家(jia)(jia)(jia)裝公司的合作價(jia)值將凸(tu)顯(xian)(xian)。
45.66%(100家) |
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2.28%(5家) |
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20.55%(45家) |
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4.11%(9家) |
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0.91%(2家) |
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43.84%(96家) |
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2.74%(6家) |
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0.46%(1家) |
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0.91%(2家) |
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0.46%(1家) |
2021年網(wang)站數據(ju)庫共(gong)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)219家(jia)(jia),其(qi)中品牌(pai)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)占總比(bi)最多(duo)(duo),達到100家(jia)(jia),其(qi)次(ci)為(wei)(wei)小品牌(pai)網(wang)店(dian)(dian)(dian)(dian)(dian),收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)96家(jia)(jia),京(jing)東(dong)旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)45家(jia)(jia),拼多(duo)(duo)多(duo)(duo)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)9家(jia)(jia),品牌(pai)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)6家(jia)(jia),京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)5家(jia)(jia),蘇寧旗(qi)艦店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)2家(jia)(jia),企業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)2家(jia)(jia),京(jing)東(dong)特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia),品牌(pai)商城收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia)。
小編認(ren)為,地板市場電商大熱已經成(cheng)為一種不可(ke)逆轉的(de)趨勢,它的(de)低成(cheng)本運作模式、時尚購物方(fang)式、資(zi)源整合形式吸(xi)引了大批家居企(qi)業,尤其是(shi)發展(zhan)趨勢不容樂觀的(de)地板企(qi)業,更(geng)是(shi)希(xi)望(wang)借電商之火再次點燃行業“激(ji)情”。