With the rise of e-commerce, all walks of life have made great efforts to enter the market, hoping to seize a piece of land in the field of online sales, the overall cabinet industry is no exception. However, as China's overall cabinet industry began in the 1990s, it is still in a rising period. The industry's own informationization level is relatively backward. When conducting e-commerce operations, it is often easy to fall into a blind spot, which greatly reduces the effect.
It is understood that in the process of e-commerce, the whole cabinet enterprises are prone to the following psychological misunderstandings.
Despise commodity information
Some whole cabinet companies believe that their integrity and product quality are good, and they have confidence, so they ignore the importance of product informationization. In many cases, like in-store color pages, just find a digital camera to let non-professional staff take photos without adding Modify and write enough attractive product descriptions to go online. For e-commerce based on product images and text sales, this attitude obviously makes the online store look like good quality and sells very good products, making it difficult for netizens to accept, but not the quality of the products that are slightly worse than real products. E-commerce companies; secondly, there is no computer experience and only a little basic waiter to act as a customer service on the Internet. The end result is that they do not know how to use Internet language to serve Internet users, and the quality of natural services is greatly reduced.
Mix online and offline supply chains
Many whole cabinet companies always think that they have a strong supply chain. This supply chain advantage makes the products more abundant and complete, and the natural sales are higher. However, there are two major conflicts with the e-commerce supply chain:
First, the overall cabinet industry is very doomed to assess the gross profit margin of commodities. Since the promotion costs are lower at the time of site selection, competition is limited to competition in the business circle, and its word-of-mouth marketing mainly lies in three aspects: commodity price, quality and service. In the presence of e-commerce, it is defined as the price butcher, and the price of any commodity is lower than the offline, because its operating cost is lower (in fact, the informatization cost of the previous commodity and the network channel are very high), and the reputation of the network is due to the commodity. Invisible and invisible, more reasons for communication are based on the intensity of price and promotion. In order to achieve a wider range of word-of-mouth effects to reduce the maximum promotion cost in e-commerce operations, there will inevitably be operations that rely on capital transfusion for several years. The pattern, seeking profit after scale, is very difficult to understand and accept in the overall cabinet industry.
Second, the requirements for the replenishment cycle are different. Due to the product characteristics of the whole cabinet industry, the replenishment cycle is generally slow, which has little effect on online sales. The e-commerce sales model is through pictures and texts. That is to say, if you only have one item, you can take photos and sell them, and then purchase them according to the sales volume, but you will be required to shorten the replenishment period. This is what the e-commerce often calls the “quick supply chain†response, which is obviously demanding for the overall cabinet industry that requires post-installation and maintenance.
Ignore the difference in talent demand
When it comes to talents, the whole cabinet industry believes that it has many years of experience in physical management and has a large number of talents who know how to sell. After putting them into e-commerce operations, they find that they are not reliable. In fact, these talents have not been able to play better in e-commerce. The difference between the above two points of thinking is the main reason. On the other hand, it is the rules that do not understand and adapt to the online market, and do not understand the consumption behavior of netizens.
After all, the Internet itself has very strong media characteristics and entertainment features. It is only the physical sales experience with business sense and experience. In such a market environment, it is bound to face a big adjustment in operational thinking. If it cannot be adjusted well, That is not only unable to play the original talents, but these talents have also become a stumbling block to the development of e-commerce!
All in all, the whole cabinet companies are still in the process of exploring the e-commerce road. Although they are constantly encountering various problems, it is gratifying that China's overall cabinet industry is already on the road.
Source: Red Net
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