Furniture online sales are popular e-commerce model trust crisis to be resolved

During the “Double 11” period, “Tmall” sales of 19.1 billion yuan was like a fire, which ignited the enthusiasm of the industry, such as furniture and home appliances, to enter e-commerce. On the same day, “double 11”, the total sales of furniture category e-commerce It is close to 300 million yuan. Although the sales performance of the “Double 12” just past is flat, it is undeniable that more and more furniture merchants have begun to break the traditional marketing model and enter the network platform. For young people, online shopping has become one of the most popular ways to buy furniture nowadays. However, the industry believes that the development of online shopping furniture in China is still in the growth stage, and there are still many problems.

Merchants enter the e-commerce platform

In an age when information technology is so developed, online shopping has become the main way for young people to consume. The “fool-like” operation of the mouse is a commodity that saves consumers a lot of time, without having to pick one of the best products in the market. .

More than just clothing and shoes, more and more young people are using online shopping when they buy large items. In the Taobao home building materials column, the reporter saw that some products, despite the high price, but from the transaction volume, sales performance is still good. Taking the sofa as an example, a monthly sales volume of a double-sized sofa suitable for a small apartment has reached 186 sets, and the average product volume is also about 5-10 sets in 30 days. For merchants, entering the e-commerce platform, the network and the entity to synchronize sales, not only can increase sales performance, but also enhance the visibility of the store, killing two birds with one stone.

For consumers, online shopping furniture is valued by its economy. Ms. Li married last year, she told reporters that at that time, she saw a set of furniture in a large-scale home, and counted down to 130,000 yuan. Later, according to the brand number of the brand, she directly went to the factory in Dongguan to buy directly from Dongguan. A set, plus freight and handling costs, the final less than 90,000 yuan, a full cost of more than 40,000 yuan. Why is the same product spread so big? Industry insiders told reporters that the main reason is the cost of rent. "Furniture, especially for beds, is bulky and covers a large area. These square meters will cost a lot of stores a day, and these costs will definitely be passed on to consumers, so the furniture in the suburbs. It is cheaper than the city, and the furniture of the origin is cheaper than the place of sale. Moreover, the purchase of furniture on the Internet uses factory direct sales, which saves the dealer link and saves the commission of the sales staff. It is naturally cheaper."

In recent years, with the tightening of the property market policy, the market demand for the furniture industry has continued to be sluggish, and the absolute area of ​​furniture stores has become excessive, which has caused the industry to become increasingly difficult to operate, and news of the closure of the stores has been closed. Faced with the sluggish industry, industry insiders believe that the sales channel for furniture companies to test water e-commerce is also seeking a "self-help" approach.

Online shopping furniture has "hidden risk"

With the increasing number of Internet users in China, the market potential of online shopping furniture has been further explored. However, the “hidden risk” in the process of online shopping for furniture has always left consumers with a lingering fear. Ms. Cao said that online shopping furniture always has flaws in experience. Recently, I have heard that too many people have problems in purchasing furniture on Taobao. Although they are renovating their houses, whether they purchase furniture online or not, they must be carefully considered.

Mr. Zhang, who just moved to the new house, bought a set of leather sofas. The price is really reasonable compared with the physical store, but it is stupid when receiving the goods. The brown sofa displayed on the website is actually dark brown and is sent by express delivery. In the process of the goods, the surface of the sofa broke a hole. The seller was informed that the return would require a self-posting 300 yuan mailing fee. If the goods were not returned, the goods would not be satisfied. The reporter learned that Mr. Zhang’s experience is not a case. Although the online shopping platform is complete in variety, easy to find and affordable, there are still many problems in the process of merchandise display, logistics, transportation and installation. And the manual shows the characteristics of the furniture, it is easy to cause disputes in logistics, materials, and colors.

For large items, shipping after online shopping is also an important part. As can be seen from the major e-commerce platforms, the purchase and sale of building materials and furniture is different from other products. In the "delivery and installation" item, there are many options. Take a brand of wardrobe as an example. If you send it to Jinan, you don't need to pay the logistics fee. You need to pay 150 yuan for delivery to the downstairs. To be transported to the home, you need to add 210 yuan. If you need to install it, you need to add 30 yuan on the basis of 210 yuan. That is to say, a wardrobe light logistics and installation costs need 240 yuan.

In addition to logistics, how to assemble furniture in the hands of consumers is also a problem. College student Xiao Li bought a detachable wooden bookcase on the Internet, the price is half cheaper than the physical store, but after the arrival, Xiao Li was taken aback, all the wood chips in front of him, two pages of instructions for people to see Dazzling. It took a lot of time to go to the hardware store to buy tools such as screwdrivers. The cabinets were stitched together in three or four hours. “I originally wanted to save time by online shopping. It’s better to save time and effort when it comes to physical stores.”

The industry believes that at present, there are still many hidden dangers in furniture online shopping. If the products do not match the photos, the quality of the furniture is difficult to guarantee, and the after-sales protection is not guaranteed, consumers should not be swallowed up. They should actively negotiate with the sellers and strive for the first. Time to solve the problem.

Trust crisis needs to be resolved

The industry analysts believe that the reason why China's furniture e-commerce platform has more concerns for consumers is that the industry itself has a crisis of trust.

Compared with the United States, China's online shopping furniture market is not mature enough. In the United States, 70% of furniture is sold online, because people on the Internet may not be able to see physical furniture, but through three-dimensional exhibition halls and other technical means, people can easily browse all styles of furniture, and according to their own The orientation map of the room simulates the furniture. At present, China's relatively perfect online shopping furniture model is only a combination of online and offline, and the furniture e-commerce with offline experience hall is limited, and it is impossible to personally experience the consumer's trust crisis.

To find a solution, the industry recommends that consumers, first of all, have to compare online and offline. Although the quotation on the e-commerce platform is low, its transportation and installation costs cannot be ignored. The postage marked by the general seller is not the actual postage. The standards in each area are different. You need to ask clearly, and if you need to include the installation service fee, you should also ask in detail to prevent the goods from reaching the urban area. Other items need to be taken care of. Secondly, look at the transaction evaluation and choose a safe and mature logistics company. It is not difficult to find that it is easy to grasp the feelings of netizens who have purchased this furniture in the evaluation column, and can grasp whether there is damage during transportation. Therefore, careful observation of shopping evaluation can not only help buyers to feel the quality of goods in advance, but also show the quality of logistics, so that it is easier to choose. Once again, optimistic about the size, color, and material of the purchased products, and communicate with the seller.

Many netizens saw the discount information and took it down. When they bought it, they found that the size they needed was not suitable, and the color did not match the other furniture in the house. This situation belongs to the buyer's own negligence, it is difficult to return, even if you encounter patient sellers, returning the return of energy loss is not small; finally, the bills, communication records must be stubbed, in order to prevent weak rights. If you find that it is seriously inconsistent with what you want after seeing the real thing, and the seller is unreasonable, then it is necessary to pass legal procedures to resolve the dispute between the buyer and the seller. The various bills and communication records are the first-hand evidence that consumers have mastered, and they are also an important means for consumers to defend their rights.