Home online shopping, don't walk, grab online sales, not suitable for home

The "Double 11" promotion season is coming soon. Faced with the tit-for-tat and online wins of online platforms and offline stores, consumers are still waiting to see where to go cheaper? Where can I buy it?

As everyone knows, the particularity of home consumption leads to a low score for consumers to give home online shopping experience, and even some people say "very disappointed." People have found that immersed in the online sales of home brands that play "price wars" have gone.

At present, the pure e-commerce platform online shopping for household products has many hidden dangers, and the road to the professional store and brand touch has just started. Where are the home products that are more suitable for online purchase? Where is the complete and stable online shopping product price system? How about professional after-sales service for online shopping? Before another online shopping storm comes, we are looking for an answer.

【confused】

How can an online shopping product be annoying?

Home online shopping, it sounds like a big tide, but for consumers, the troubles are layered.

Mr. Ye once placed an order on November 11 last year and took a product of the floor flagship store of an e-commerce platform. After that, it was a series of sorrowful things. The delivery was postponed again and again. The installation was not in place. The brand merchants said that they were too busy. Come". It is easy to install, and there is a problem after the heating season. First, it is cracked. Then there are two or three floors bulging. After the tug-of-war communication with the floor after-sales department, there is still no satisfactory repair or replacement service. The e-commerce platform after-sales department does not have any effective help and coordination. Mr. Ye did not understand, the so-called "online official flagship store", how to make him so disappointed?

Not only the floor, but also a series of after-sales service products such as professional distribution, installation, maintenance, etc., the network sales platform often has such problems. In this regard, Mei Xuhang, the director of the operation management department of the Real Home, explained that consumers did not know that household products are not fast-moving products, and the complexity of their after-sales links is high. Without professional logistics and installation services, it is difficult to Consumers provide services in place. If they do not have a physical storefront, it will be very difficult to return and repair if there is a problem. In the face of similar problems, the physical home city often plays a second binding role, and the online platform is almost innocent to help a certain two consumers' problems, especially at the moment of short-term low-price promotion, consumers often become online platforms and brands. The victim of "rushing sales, rushing numbers".

It can be seen that in the face of online shopping tide, coupled with price reduction promotion as a bait, consumers of household products need to think about some problems. Do you have enough knowledge of the product? What kind of purchase platform can get guaranteed after-sales service? Once you break your head and get back the product, do you have enough patience and time to deal with the problems that may arise from its delivery, installation and maintenance...

【Find】

Pure e-commerce platform "grab money" game does not turn furniture building materials

It is precisely because consumers realize that the purchase of furniture and building materials is only a hidden danger, so even if the pure e-commerce platform sip low prices, consumers who have suffered losses will not be moved. At the same time, they are committed to standardizing the brand. The home products are also very cautious about the touch. A person in charge of a furniture brand who is always eager to develop e-commerce, said that he did not want to touch the net, but could not find a platform for regulation.

All kinds of reasons have led to the pure e-commerce platform to win over the home brand for a long time, but also to the online shopping group an impression of "not influx product distribution center." After seeing the cake, I couldn't eat it. So before the "Double 11", Tmall staged a farce of "The brand took the Tmall POS machine to the stores to steal money."

According to the "Guangxia Times", despite the leadership of Wang Linpeng, the president of the House of Reality, and Che Jianxin, the president of Red Star Macalline, and more than a dozen stores, Tmall took back the "grab money" action plan on Monday. However, this move has created another stimulus for how the home industry is promoting e-commerce. Unstable foundations are easily tempted by short-term interests, lack of step-by-step quality, and adherence to services. The general mentality of these home industries is once again exposed.

Coincidentally, Tmall’s failure seems to have paved the way for the “on-line” e-commerce platform that will be launched on November 11th. Before the online conference held on November 5th, Wang Linpeng, the president of the home, said Home e-commerce is not an end, it is fundamental to make consumers convenient and worry-free. No event will interfere with the development of the home to multi-dimensional development. As an essential part of the concept of big home, the e-commerce platform actually appears on the Internet, based on the actual platform, easy for consumers to choose, and exclude their after-sales links. Actually online was born out of the usual service measures bundled with the actual home.

As a practical player who builds an e-commerce platform in the store, Wang Xiaokang, the general manager of online, feels quite cool because of the Tmall incident. He said that he does not understand the game rules and household consumption characteristics of the industry, which makes it difficult for pure e-commerce to win home. . The e-commerce platform of furniture and building materials products is inherently unique. Even if people buy online, they can't do without the experience of physical storefronts. They can't do without the huge service support after the sale. Therefore, there is no practical experience. It is really difficult to succeed in rushing to the home industry.

【analysis】

Relying on "low price" to rush sales is not the way home products should go

In fact, it is not the sales of home products on the Internet is wrong, but after being brought into the non-professional online sales platform, only short-term profits, no matter how long-term word-of-mouth maintenance, there is a problem. In this regard, Wang Xiaokang said that in the past, the home brands that touched the net often showed short-sighted behaviors, explosive low-cost promotions, and their own server could not bear it. The online and offline products were not differentiated or sorted out, and the price was chaotic. After that, Consumers feel more "distrust and no confidence."

Faced with the current home online shopping environment, the post-80s high-selling consumer principle is: not asking for the lowest price, but seeking high cost performance. It can be seen that the home online shopping brand that adopts the “low price strategy” can only temporarily attract a part of low-quality consumers, and can not impress the consumer groups who really know what they want and have higher brand follow-up. However, this principle is not well known. Whether it is in a well-known home brand online store or on a third-party online shopping platform, “crazy promotions” in various names are still everywhere. For a time, "low price" has almost become the first keyword of home online shopping.

"Crazy promotion" as the only way to touch the net, which is equal to the wrong way for the brand that is exploring the home online shopping doorway. In fact, the "low price strategy" can not only win high profits for itself, but also affect the brand's regular online shopping price system and customer quality.

Brand after-sales service is not in place to touch the net is equal to suicide

Anxious to "touch the net", fearing that online competition will fall behind, many home brands are not calm and irrational in the face of this new channel of online shopping, and ultimately it is still difficult for consumers. For example, if professional furniture logistics is not used, the products are already riddled with the help of the consumers; the door-to-door installation personnel are not enough or the training is not in place. Although the consumers have received the products, they have been delayed; the product return mechanism is not Perfect, let consumers suffer from being treated with neglect.

In this regard, Mei Xuhang, the director of the operation management department of the actual family, said that some home brands are indeed "a little anxious" and can not help but tempted the short-term sales. However, once their own operations can not support their sales, they will not be able to serve consumers. Bring trouble to yourself. Actually, online as a network platform is about to go online, but the brand that will be on the line has actually put forward requirements, stable and steady development, and despite the opening of a broader sales space, the matching product quality and service is still the basis of survival.

In addition to consumers, home stores have become another victim of home online shopping "testing water." "Guangsha Times" learned from the mainstream stores of Beijing and other major cities such as Red Star Macalline. In the past two years, the proportion of home online shopping complaints to the store has been extremely high, and many consumers have purchased furniture and building materials on various online platforms. Once there is an after-sales problem such as quality or delivery installation, the first thing to look for is not the brand, but the store. The reason for this is that the consumer’s original words are: “The XX brand has a store in the store, and who is not looking for a store?”

To this end, Beiqing Daily "Guangsha Times" also advised home brand merchants, if your sales and after-sales service are not in place, it is best not to rush to touch the net, otherwise it will only cause trouble to others.

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