Chinese paint e-commerce: women get the world

China Coatings Network
News: At present,
coatings
traditional store sales are blocked, and with the rapid development of the Internet, e-commerce is lightning can not cover their ears to impact the development of all walks of life, become an important channel for market consumption. Home e-commerce profit margins are large, in the traditional channels blocked, in the face of such an attractive piece of cake, enterprises have wanted to e-commerce in the field of cake in a large piece. As a traditional manufacturing industry
coatings
are also trying to seize the online sales market, and actively embrace the Internet.
a survey at the first World Internet Congress in 2014 that raised concerns about what kind of Internet companies are the most promising in the future? 44% voted for e-commerce. Indeed, current developments have shown that e-commerce faces more potential customers than any other channel. Can not be afraid of "electric injury" to give up e-commerce, because e-commerce is no longer a pure distribution channel, but has been transformed into a sales model, it is a high value-added brand communication platform.
relative to offline brick-and-mortar store expenditure, e-commerce operating costs are low, many paint enterprises are trying. For example, the total operating income of E-commerce in 2014 was three times that of 2013, and that of coating e-commerce was 10 times that of 2013. In its first month of establishment, the E-commerce division had 2,000 customers. As of the end of October 2014, OPAI had 20,000 customers, according to the E-commerce department. Opai spent more than 20 million to do a system, ready to do in five cities everyone live O2O pilot, try the first half of 2015 ready in three or five cities and e-commerce combined to make everyone live.
In addition to the low operating costs of e-commerce, the market e-commerce can also make
coating prices
transparent, minimize the price of paint middlemen, can make the paint market into a new stage of orderly development. Paint companies use the Internet trend to make efforts or continue to optimize the e-commerce market.
in the development of e-commerce, compared to many industries, the coatings industry e-commerce is only just beginning, but the market sense of enterprises and exploration than other enterprises more active. At the same time, coating enterprises in the Internet publicity and promotion is also actively trying new models and development methods, such as doing a good job in the official WeChat content construction, close cooperation with the media and so on. In 2015, the Spring Breeze of the Internet will be more blowing throughout the paint industry, more and more enterprises will continue to make new attempts to power e-commerce.
according to incomplete statistics, China's home e-commerce scale in 2015 will reach 205 billion yuan, online shopping scale growth of 249%, after apparel, 3C digital e-commerce after the next development of the market. At the same time, the survey shows that more than 80% of furniture enterprises pay high attention to e-commerce, more than 60% of furniture manufacturing enterprises are planning to implement, about 30% have been deeply involved, 5% of enterprises have achieved good economic benefits.
addition, data show that in 2012, Taobao Double Eleven carnival transactions reached 19.2 billion, in 2013 broke through 35,019 million, to 2014, but also against the sky turnover of 57.1 billion. This amazing number and growth trend has allowed traditional companies such as coatings to see new opportunities. And in 2014 double eleven days, the paint industry leader brand Sofia O2O venue sales exceeded 180 million, one move into the residential furniture category sales 7th. This surprise is to strengthen a lot of paint enterprises to transform the determination to do e-commerce.
above a series of data everywhere, e-commerce has become the paint industry can not escape the fate. However, according to people familiar with the matter, e-commerce sales figures may not be completely true, behind the hidden brush list, price increases, hoarding single three dark curtain. Some merchants make a lot of money to increase sales, just to get a top ranking in order to achieve the purpose of speculation. At the same time, the "double eleven" after the complaint rate increased instantaneously, withdrawal of orders return frequency and other phenomena are also worrying.
will either be subverted or eliminated. As a result, paint companies are scrambling to catch the industry's "last bus" - e-commerce. But is e-commerce really the life-saving straw for the paint industry? Is it really good for paint companies to rush into unfamiliar areas? In fact, this is not only responsible for the behavior of consumers, but also increase the risk of the development of enterprises themselves.
on the one hand, due to the virtual nature of the network, consumers can not see the physical, plus paint is a large anti-persercing products, once the quality problem, will face more difficult logistics, return problems. On the other hand, coatings and other household products related to door-to-door, installation services, but the e-commerce platform does not provide this series of services. Under the influence of these factors, consumers have doubts about large-ticket furniture products such as online shopping coatings, and the development of coating e-commerce is blocked. Whether the Electric Chamber of Commerce has become a life-saving straw for the paint industry can only be left to be tested. At present, the only thing paint companies can do is carefully explore the way forward.
, e-commerce is a major trend in the future paint industry, has become the consensus of paint people. So, in the face of the surge of e-commerce waves, paint companies to deal with? Professional analysis, in addition to really solve the logistics, after-sales and other service problems, but also need to pay attention to the changes in the Internet, so as to see the new guide to the road of e-commerce.
(modern home decoration is often a woman's
it is well known that the main consumer force in the paint industry has always been women. Compared with men, women are more comfortable, refined, elegant home life, and paint has gradually become their favorite decoration. From the fourth quarter of 2013 to the fourth quarter of 2014, the number of female Internet users climbed, from 41% to 49%, according to the 2014 Green Paper on the Internet Industry, adding some possibilities for the coatings industry to step into the door of e-commerce. Coupled with the fact that women are now pursuing professionalization and economic independence, the traditional "female opening, male-to-male" family economic model is being broken, and more and more women are pursuing the independent autonomy of consumption.
, what should the paint industry do to catch more and more female users on the e-commerce road?
, product design should be more "feminine". Women tend to pursue an external "beauty" when shopping, they are more likely to be "beautiful" and "cute" products attracted, such as elegant fresh colors, gorgeous small embellishments, romantic warm packaging, hairy soft touch and so on. This design can catch a woman's eye in the first place, thus creating a desire to buy. Global
Coatings Network
understand that in the current society, paint for women, in addition to practical storage of clothing household items, but also the decoration of the room "artifacts." A coating that conforms to the hostess's aesthetic can not only decorate the pale walls, but also make some dead ends of the room a highlight, thus highlighting the hostess's taste in life.
, the way to promote online should be more "emotional". Women's consumption is more of an instant emotional consumption, so, paint enterprises in the network promotion, page design should focus on creating a happy situation, or romantic mood, or warm atmosphere. In addition, price is also one of the emotional factors that allow women to spend immediately, so the timely launch of preferential activities during the holiday season is also a great way to attract these female users.
, we should grasp the psychological characteristics of female Internet users. According to the current female Internet user's age, education level, consumption preferences and so on, the introduction of targeted, guided advertising, reduce female users network choice phobia; Promote brand value, raise the other side's "value", let it feel a high social status; In addition, we should improve services for women to solve their confusion and reduce bad reviews.
May 2014, Meimei Home introduced the Beijing Offline Experience Hall, which I love about my home network. January 28, Pan-Home's first O2O e-commerce experience hall Guangdong flagship store will also be trial business; After the official opening of the experience hall will reduce logistics costs, remove intermediate links, reduce production costs, meet the user experience, to achieve a "one-stop" shopping solution ...
The dynamics of these home enterprises show that the essence of e-commerce in the future is to return to the consumer experience. For the beginning of efforts to seize e-commerce, the "blue sea" of coatings enterprises need to know this.
then, in order to win the trust of consumers, improve the lack of online shopping, coating enterprises should combine the online shopping offline experience model to e-commerce channels to open the way. Part of the coating enterprises on-line development of e-commerce process, will be combined with the original offline storefront, open up a region as an offline experience area, the new offline experience services, so that consumers dispel doubts, rest assured that online shopping. This is for paint companies, not only to save the cost of opening another offline experience shop, but also to let consumers buy at ease, peace of mind.
in short, e-commerce is not a one-off thing. Paint products as anti-consumer products, want to open this road, we need to solve the consumer only through the picture to understand the limitations of the product, improve the after-sales problem of e-commerce shopping, to provide consumers with online shopping integrity protection and offline experience shop experience convenience. In addition, coating enterprises want to catch up with the tide of e-commerce, we must go to understand the Internet, insight into every change in the Internet, from which to find opportunities, only in this way, in order to let e-commerce dream, into reality, otherwise in this rapidly changing Internet era, the elimination will be the final outcome.