Home furnishing retail new era expand network marketing new channel

One thing is to run building materials home shopping malls, busy decoration, selection of building materials, picking furniture is a matter of torture, can stay at home, at home comfortably to design a decoration design, building materials, product mix and furniture accessories with a program ?

In the interview, it was found that this kind of online marketing platform that can fully interact with consumers is becoming a “Congxin” that is eager to watch and nurture in major building materials home stores, and becomes another strong channel beyond the traditional sales channels.

Expand new channels for online marketing

After many years of prosperity, the home market began to fade away. Consumer sentiment grew stronger, and sales no longer swelled. Whoever innovates and upgrades in time will have the opportunity to become the leader in the industry competition.

In terms of innovation and breakthrough in the specific aspect of online marketing channels, there is a phenomenon that deserves attention. That is: Regardless of whether it is a national chain enterprise or a local home shopping mall, everyone’s starting point is not much different.

A building materials store official said: "At present, everyone is very optimistic about network marketing, are increasing investment in this area, to see who can do it in the future, can network marketing from a concept, a slogan and develop into a real Help companies run important marketing channels."

It is understood that at present, all major building materials home stores, including Red Star · Meikailong, have built their own brand website. As for how to use the traditional concept of a corporate website for information distribution, it becomes a marketing channel that fully interacts with readers and has marketing capabilities. The answers given by each family are not the same.

According to Jun-Hui Jun, network operations commissioner of Red Star and Macalline's Global Home Living Plaza Planning Department, the mall not only holds 4 to 5 total online group purchases per year, but also plans to debut a virtual overall home improvement service. Consumers can go to the Red Star. In accordance with the virtual design, Meikailong buys all real products and builds a real home.

From the beginning of last year, a building materials city not only invested a lot of funds, but also established a network operation team with more than 30 people. It completely separated the concept of corporate websites and network marketing. It not only set up a company to promote corporate culture and publicize internal information. The corporate website has also established a “building materials center network” that plays a role in marketing channels.

Internet Marketing Will Bring Changes to Home Retailing

The prevalence of home network marketing, in addition to the intensified market competition, businesses eager to break through the factors, the deeper reason is that consumers' ideas and methods of consumption are changing.

According to a survey recently published by the National Retailers Federation’s website, the reporter noted that “although the global economic situation is grave, most home retailers believe that the online sales system can bring about a turn for their sales. ".

The survey titled “2008 Online Sales: Earnings, Economic Situation and Various Channels Analysis” shows that 72% of home retailers believe that online sales channels are more suitable for this special period of economic downturn than other channels. According to the survey, 81% of home businesses are profitable in online sales last year, and 76% of merchants are profitable in online sales the previous year. Half of the merchants said that the relative price in 2007 was higher than in 2006, and about 36% of sales were from old customers.

For the results of this investigation, heads of shopping malls have expressed their approval. Qiao Dong, the chief operating officer of Fenghuang Famous Building Materials City, confirmed that in fact, as early as the previous two years, some strong companies began to notice online marketing, but the website started to promote the popularity of the company. But now the market is different. Everyone starts to really focus on tapping the substantial value brought by online marketing and expects to get better new channels with less investment.

Internet marketing services still need to be improved

Although the outlook is promising, it is also necessary to avoid the errors and drawbacks in development. Faced with the advantages and disadvantages of online marketing, many people in the industry are blunt.

Zhou Qichen, general manager of the Red Star Macalline Global Home Living Plaza, frankly stated that compared to Beijing, Shanghai, Tianjin and other cities, the network marketing advantages of Zhengzhou enterprises have not yet been clearly demonstrated, and consumers' online consumption habits have yet to be cultivated. At present, most of the enterprises in Zhengzhou’s network marketing still remain at the primary level of group purchase and promotion information release, and there are few interactions with consumers. Sales volume is also limited.

In addition, online marketing is not perfect compared to traditional store marketing channels in terms of services and other links. Another point is the problem of integrity. At present, the integrity of online marketing is still difficult to solve, and there may be problems such as confusion. And more people in the industry bluntly stated that many companies did not effectively integrate the network and physical stores, and did not do a good job of publicity, making most consumers not understand what companies can enjoy online consumer services.