With the continuous reshuffling and reorganization of e-commerce platforms such as group purchases and supermarkets, various data show that e-commerce is shifting from apparel and 3c to furniture and home furnishing. The main force of home consumption with purchasing ability has moved closer to the post-80s and 90s with online shopping habits and has shown an accelerated upward trend. The furniture e-commerce environment has initially taken shape. Just after the Spring Festival of the Chinese New Year of the Dragon, Tuanbao.com, the founder of the Chinese Groupon model, fell into ruin. Rumors that its CEO was missing, on the verge of bankruptcy, and that he would be prosecuted one after another. The industry believes that Tuanbao.com made an aggressive mistake, and excessive burning of money is its buried tumor. Not only are group-buying websites, but for most e-commerce companies, they are struggling to survive their losses. Many of them are industry giants such as JD. Crazy money-burning seems to be the only choice for e-commerce development. However, incidents such as "Huahu.com boss owes wages to leave", "Gaopeng layoffs", and the successive failures of several B2C websites in China. It has become an indisputable fact that e-commerce has entered the "post-burning" era. Burning money is hard to win the future of e-commerce According to incomplete statistics, China's e-commerce market experienced a blowout year in 2011. The number of domestic e-commerce websites has exceeded 20,000, and the transaction scale of the online shopping market has rapidly increased from 498 billion yuan in 2010 to more than 770 billion yuan, accounting for 4.3% of total retail sales of consumer goods; It surged to 187 million in 2011. As of the end of December 2011, data released by the China Internet Network Information Center (CNNIC) showed that the scale of Chinese Internet users exceeded 500 million. It can be seen that the huge potential consumption power has attracted a large amount of capital into the e-commerce market. Last year alone, nearly 30 billion yuan was invested in e-commerce. However, despite the large amount of capital injection, it can be described as "difficult steps" for e-commerce companies. "Group buying inflection point theory", "e-commerce layoffs" and "e-commerce winter theory" have become hot topics in the industry. Alibaba CEO Xiong Qiandi said in an interview, "There is no doubt that the growth model of many domestic e-commerce through burning money and then quickly increasing sales is very dangerous. Burning money does not necessarily burn a bright future. E-commerce The essence of development is business, and enterprise development must return to business in the final analysis. The development of e-commerce must not forget the pursuit of the value of commercial projects. " To this end, Zheng Jun, deputy general manager of Founder International E-Commerce Department, also told reporters, "In an explosive market with many entrants, fierce competition will inevitably bring about changes in the market. As the capital market enters the severe winter, e-commerce also Will enter the shuffle phase. " At the same time, Zheng Jun believes that after this reshuffle, it is more conducive to the regulation of the entire group buying market. Surviving companies will condense their own advantages in the process of reshuffling, provide better services, and develop different e-commerce roads. . Furniture e-commerce dormant period With the continuous reshuffling and reorganization of e-commerce platforms such as group purchases and supermarkets, various data show that e-commerce is shifting from apparel and 3c to furniture and home furnishing. The main force of home consumption with purchasing ability has moved closer to the post-80s and 90s with online shopping habits and has shown an accelerated upward trend. The furniture e-commerce environment has initially taken shape. According to the data, China's furniture market in 2010 was nearly 900 billion yuan, and it has increased steadily at a rate of more than 20% every year. Research institutions predict that the scale of China's furniture retail in 2015 is expected to be 1,210 billion yuan, of which the scale of home e-commerce will reach 205 billion, and the online shopping rate will rise to 16.9%; in the category, ranking third after apparel and digital. Xiong Qidi, CEO of Alijiajia, a furniture e-commerce platform, told reporters, "It is very important to do the right thing at the right time. Alijia did not enter this field 3 or 4 years ago. It is not too blind, it is to seize the opportunity. "Xiong Xiong, who used to be the general manager of Lihao Group, decided in 2010 to join the furniture e-commerce business. After nearly a year of preparations, the Ali family went live on April 10, 2011. However, Le Tao's CEO Bi Sheng has a different view on this. He believes that the current e-commerce survival is difficult, and advises everyone to enter the e-commerce industry with caution. Taking furniture e-commerce as an example, furniture cannot be e-commerce at all. Taking furniture as an e-commerce is an impetuous performance. To this end, Xiong Qiandi emphasized, "Ali ’s first start-up capital comes from venture capital, we are not willing to lose blood to develop, so we will not spend money to promote crazy, but use these funds to concentrate on internal skills, in commodities and Do a good job at both ends of the service, lay a solid foundation and enhance competitiveness. " It is understood that in this category of furniture, about 30% to 35% of the sales revenue is used to pay the rent of traditional stores, plus the distribution links of level 1 to 3, resulting in terminal prices ranging from 2.5 to 4.0 times the ex-factory price, which is somewhat large The premium of the brand is higher. Such a "serious divergence of price and value" phenomenon is difficult to last for a long time. The data shows that in 2010, the US TOP500 online merchants accounted for various categories, of which furniture and building materials accounted for 19.8%; furniture e-commerce increased by 19.93% compared with 2009. Williams-Sonoma Inc, the No. 1 furniture online retailer in the United States in 2010, accounted for 41% of total revenue in 2010 for e-commerce. It can be seen that the development of furniture e-commerce in the United States is relatively mature, and the environment of furniture e-commerce in China may already appear, but whether it can change the national consumption habits remains to be seen. Industry insiders said that in the "post-burning" era of e-commerce, e-commerce companies need to make good use of financing, return to the true commercial nature, abandon the impetuousness of the e-commerce leap, and effectively use the inherent advantages of e-commerce to see Chinese e-commerce the future of Sch****** Moving Walk Spare Parts
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