It is reported that with the further deepening of consumption upgrade, the “new retail” model of online and offline integration has become the future development trend, and its requirement is accurate and scene-based experiential service. The e-commerce platform and the physical retail enterprises needed to cooperate with each other to understand the consumer demand of users through big data. For the sanitary ware industry, there is still much room for improvement in many aspects. At the same time, the strong rise of e-commerce has brought more challenges to the development of sanitary ware enterprises. In the era of the Internet, if bathroom companies want to break through the bottleneck of development, how can we seize this opportunity?
The current situation of e-commerce marketing in the sanitary industry
For most consumers, e-commerce is more of a fashion. Browse the various products in the online store, "painting cakes to fill the hunger" to satisfy their own desire for consumption, but not many people are completely assured of buying large items such as sanitary ware online. The inability to experience in depth is the main reason why the bathroom e-commerce is “not warm”. On the other hand, the mixed market of e-commerce and the imperfect market rules have cast a shadow over the development of sanitary e-commerce. At the same time, consumers will shift their focus to other places. Needless to say, the quality of the bathroom is the basic requirement for online shopping, and the higher level of demand is the after-sales service provided by e-commerce.
Since the operation of e-commerce in sanitary ware enterprises, the problem of returning goods has been criticized by consumers, and it has become a stumbling block to the development of e-commerce. In the current differentiated route of sanitary products, consumers are more concerned about the service of bathroom e-commerce. Therefore, the most important thing for the bathroom e-commerce is to overcome the difficulty of service.
In addition, there is a deeper reason for the delay in the e-commerce roads of most sanitary ware enterprises. That is, there is a contradiction between the e-commerce companies and the dealers in the traditional channels. The industry believes that there is a big difference between physical stores and e-commerce. Traditional channels and e-commerce have contradictions that are difficult to reconcile in reality. E-commerce directly impacts traditional channels and directly damages the interests of dealers and agents.
Bathroom industry development direction
First, the product is “young”. When a certain number of brands are doing online product promotion, they usually choose products that are younger and more cost-effective. This is based on the consumer groups formed by large shopping malls. The consumers who buy sanitary wares on shopping websites are mostly young and middle-aged. They have a more youthful aesthetic and focus on the price/performance ratio.
Second, cooperation with Internet home improvement highlights the value, more and more enterprises have begun to enter the overall home industry, as a new business combination, there are many companies from strangers to familiar. There are also many consumers who are beginning to familiarize themselves with and accept this business model. Under such market training, the whole bathroom will go to a fast lane.
Third, energy conservation and environmental protection will always be the theme of the sanitary ware industry. With the progress of people's life and death level, more people began to pay attention to Ankang, energy conservation and environmental protection has gradually become an important selling point of the entire industry. In addition to pursuing fashionable changes in design style, many brands of bathroom hardware accessories pay more attention to the applicability of energy saving and environmental protection.
O2O mode becomes the development trend
E-commerce is essentially a sale, but it takes the form of a network and can quickly gather a large number of potential consumers. E-commerce is essentially the same as traditional channels. The biggest conflict between e-commerce and agents is the protection of the price system. If the advantages and complementarities of the two channels can be achieved, the sanitary ware enterprises can open up a new situation. Some insiders pointed out: "The characteristics of sanitary consuming have determined that the sales of sanitary ware need to be integrated online and offline, and to solve the open, fair and just consumer appeal online. At the same time, strong offline resources are needed as support, including design, display and logistics. ”
The rapid development of the Internet, for the sanitary ware enterprises, is not the question of whether to choose e-commerce, or how to choose e-commerce, in order to ensure the growth of online benefits, does not affect the sales of stores and the promotion of brands. It is undeniable that the combination of e-commerce and physical stores in sanitary enterprises is an inevitable trend. This is also the new retail era proposed by Ma Yun. The full integration of online and offline in the future will become an important trend in the development of the sanitary ware industry.