【Used office supplies】Industry crisis touches corporate innovation, office furniture industry sets off an upsurge in e-commerce marketing
In the context of increasing economic globalization, second-hand office supplies and the current relatively difficult business environment, furniture companies urgently need to innovate marketing thinking and enhance industry competitiveness. It has become an inevitable choice for companies to rely on the advantage of online marketing platforms. In recent years, the furniture industry’s awareness of the Internet has greatly increased, and more and more furniture companies have begun to use the Internet for brand promotion and online marketing. Online brand advertising is also getting more and more...Under the background of increasing economic globalization, second-hand office supplies and the current more difficult business environment, furniture companies urgently need to innovate marketing thinking, enhance industry competitiveness, and take advantage of online marketing. The platform has become an inevitable choice for enterprises. In recent years, the furniture industry’s awareness of the Internet has greatly increased, and more and more furniture companies have begun to use the Internet for brand promotion and online marketing. Online brand advertisements are becoming more and more accepted by enterprises, and furniture companies have continued to increase their investment in online online shopping malls and B2B. Office supplies and second-hand furniture e-commerce are in the ascendant. Behind the furniture e-commerce boom Behind the gradual heating up of e-commerce in the Chinese furniture industry is the result of the combined effect of Internet technology, the overall development of e-commerce and the current difficulties faced by the furniture industry. 1. The rapid development of the Internet and the maturity of e-commerce China Internet Network Information Center (CNNIC) 'The 23rd Statistical Report on Internet Development in China' shows that by the end of 2008, the number of Internet users in China reached 298 million, and the Internet penetration rate was 22.6%. The proportion exceeded the global average of 21.9% for the first time; the number of broadband Internet users reached 270 million, the number of national CN domain names reached 13.572 million, and the three indicators of second-hand office supplies continued to rank first in the world. Its large and growing number of Internet users gave China Electronics Business development provides a broad space for development. 2. The industry crisis has triggered corporate innovation. The global financial tsunami has brought a lot of impact to China. Many companies are facing more difficulties, closing down, and layoffs occur from time to time. Among them, the most impacted is labor-intensive, including furniture. Industry, SMEs bear the brunt. Due to the low concentration of furniture companies, there is a lack of competitiveness in terms of economic strength, technical capabilities, and brands. Only innovation and change can win the future. E-commerce is the backbone to resist the economic winter. Enterprises use e-commerce to open up the market through the Internet, free of time and space constraints, can save a lot of costs, and can win more orders. Therefore, it has gradually become the choice of many furniture companies. The biggest advantage is that it can increase sales and reduce operating costs, improve operating efficiency, and thus bring profits to the enterprise. The second-hand e-commerce of office supplies provides a platform for small and medium-sized enterprises, so that they also have the opportunity to conduct online trade. Through the platform, enterprises can easily release products and browse supply information. More and more manufacturing companies have opened online shopping malls outside of traditional sales channels. For example, domestic IT companies such as Haier and Lenovo, as well as clothing companies such as Youngor have opened online shopping malls. Although the e-commerce of furniture companies is still in its infancy stage, there will be many difficulties and challenges, and there will be sacrifices, but it is definitely worth looking forward to. 3. Channel game spawns a third road At present, China's furniture industry is dominated by distributors and stores are the main channel mode of distribution platforms. In recent years, stimulated by the rapid development of the real estate market, the number of new furniture hypermarkets across the country has continued to increase. At the same time, more and more foreign capital has begun to pay attention to and enter the domestic furniture circulation field. In the furniture industry chain, stores have gradually replaced manufacturing brands and have the right to speak. Second-hand office supplies have transformed the furniture industry chain from manufacturers-led to a game between manufacturers, distributors and store distributors. It is precisely because of the various shortcomings of the traditional furniture distribution model that many powerful furniture manufacturers and distributors have begun to get rid of traditional furniture stores, sell their products on their own, and stand out in the fierce market competition and rise rapidly. How to innovate marketing models for furniture manufacturers has become the key to re-mastering the dominance of the industrial chain. Catalyzed by the Internet economy, e-commerce, the third channel model of the furniture industry, is emerging. Furniture enterprise e-commerce model Enterprise e-commerce can be divided into two main models: business-to-customer e-commerce (ie B2C) and business-to-business e-commerce (B2B). B2C is a business model from enterprises to end customers (including individual consumers and organizational consumers). This is a new business model in which Internet technology transmits products and services provided by the company or other companies directly to consumers without any channels. , In simple terms, is the business mall opened and operated by the enterprise itself. The emergence of this new model of enterprises enables people to purchase goods or enjoy information services through the Internet without leaving their homes.