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,地板企業做好(hao)電商渠道的(de)建立和維護也變(bian)的(de)極(ji)為重(zhong)要。
一、地板行業現狀
我國木地板行(xing)(xing)業(ye)雖然起步(bu)晚(wan)、基礎差,但是發(fa)(fa)展迅速,在不到20年的(de)時(shi)間內開拓了(le)多種類(lei)、多規(gui)格的(de)多元(yuan)化產(chan)品格局,建立了(le)從生產(chan)、銷售到配套鋪裝的(de)服務體系,并(bing)形成(cheng)了(le)一定企(qi)業(ye)規(gui)模的(de)產(chan)業(ye)集群(qun),整個行(xing)(xing)業(ye)已進入穩步(bu)發(fa)(fa)展的(de)成(cheng)熟階段(duan)。同時(shi),由于木材資源緊(jin)缺、市場(chang)競爭(zheng)不規(gui)范、企(qi)業(ye)創新能力(li)弱、原材料成(cheng)本(ben)長期高位運行(xing)(xing)、勞動力(li)成(cheng)本(ben)快速增長、地(di)板(ban)市場(chang)的(de)無序(xu)競爭(zheng)、過度同質化競爭(zheng),國(guo)內房(fang)地(di)產(chan)市場(chang)調控,出口貿易壁壘等因素影響,我國(guo)木地(di)板(ban)行(xing)(xing)業(ye)正面臨(lin)前所(suo)未有(you)的(de)挑(tiao)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
互聯網家裝縮短建(jian)材(cai)產(chan)業(ye)(ye)(ye)(ye)(ye)鏈,行業(ye)(ye)(ye)(ye)(ye)整合后(hou)將彰顯渠(qu)道(dao)價(jia)值(zhi)(zhi)。家裝(zhuang)(zhuang)(zhuang)行業(ye)(ye)(ye)(ye)(ye)分(fen)散(san)和雜亂導致(zhi)其(qi)入(ru)口價(jia)值(zhi)(zhi)并未被品(pin)牌地板企業(ye)(ye)(ye)(ye)(ye)重視。解決信息(xi)不對(dui)稱(cheng),縮短建(jian)材(cai)產(chan)業(ye)(ye)(ye)(ye)(ye)鏈是(shi)(shi)互(hu)聯網家裝(zhuang)(zhuang)(zhuang)的價(jia)值(zhi)(zhi)所(suo)在。專注細分(fen)市場,做好標(biao)準化(hua),積累口碑,是(shi)(shi)互(hu)聯網家裝(zhuang)(zhuang)(zhuang)商業(ye)(ye)(ye)(ye)(ye)模式的突(tu)破之道(dao)。隨著行業(ye)(ye)(ye)(ye)(ye)整合加速,行業(ye)(ye)(ye)(ye)(ye)巨頭誕生,品(pin)牌地板企業(ye)(ye)(ye)(ye)(ye)與互(hu)聯網家裝(zhuang)(zhuang)(zhuang)公司的合作價(jia)值(zhi)(zhi)將凸(tu)顯。
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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) |
0.91%(2家) |
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0.46%(1家) |
2021年(nian)網(wang)(wang)(wang)(wang)站數據庫共收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)219家(jia),其中品(pin)牌(pai)旗(qi)(qi)艦店(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)占總(zong)比(bi)最多,達到100家(jia),其次為小品(pin)牌(pai)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為96家(jia),京東旗(qi)(qi)艦店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為45家(jia),拼多多店(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為9家(jia),品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為6家(jia),京東自(zi)營店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為5家(jia),蘇寧旗(qi)(qi)艦店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為2家(jia),企業店(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為2家(jia),京東特許店(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為1家(jia),品(pin)牌(pai)商(shang)城收(shou)(shou)(shou)錄(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為1家(jia)。
小(xiao)編認(ren)為,地板市場電商(shang)大(da)(da)熱已經成(cheng)為一種(zhong)不可逆轉(zhuan)的(de)趨(qu)勢(shi),它的(de)低成(cheng)本運作模(mo)式(shi)、時尚購物方式(shi)、資(zi)源整合形式(shi)吸引了大(da)(da)批家(jia)居企業,尤(you)其是發(fa)展趨(qu)勢(shi)不容(rong)樂觀的(de)地板企業,更(geng)是希望借電商(shang)之火再次點燃(ran)行業“激情”。