In recent years, I am afraid that the most discussed topic is e-commerce, but e-commerce in the stone industry is not optimistic. Under the tide of e-commerce, the stone industry is still standing outside the e-commerce door to see the ebb and flow. E-commerce in the stone industry faces serious difficulties, mainly due to the following reasons:
There is a bottleneck in logistics and distribution
The limitation of stone online shopping is mainly that the stone products are too cumbersome, the products are easy to be broken, can not go through the express channel, can only be distributed through the LTL logistics, and the transportation of the stone products is not easy to be damaged, and only the box-type consignment method can be adopted, resulting in logistics. Increased costs. If it is delivered through the logistics channel, the freight required for the decoration of the commercial house of about 100 square meters will cost several hundred yuan or even thousands of yuan. The high logistics cost largely offsets the price of the stone product in the e-commerce channel. Advantage. At the same time, through the logistics delivery, the buyer usually needs to go to the warehouse to pick up the goods, and rarely provide home delivery service, even if there is a door-to-door service charge. The bottleneck of stone in logistics and distribution is one of the important reasons why the stone industry is difficult to e-commerce.
After sales service is difficult to solve
As a semi-finished product in the home improvement process, stone can not directly give a complete use effect like mobile phones, home appliances and furniture. It also needs to consider the problems of color difference, construction paving, etc. These two problems do not currently have any stone shop. Able to provide a complete solution. One is the problem of color difference. The colors and lines seen on the Internet will be slightly different from the actual products; the second is the problem of construction paving. Construction workers are critical and the losses are different. It takes at least half a month from the delivery of the merchant to the decoration shop. Once the consumer replenishes the goods, and the merchant is temporarily out of stock, or the product has color difference, the logistics delivery is not timely, the consumer has a bad review or Complaints will make the business very passive, and if the business has no credibility, it will be difficult to maintain long-term operations.
Online and offline sales channels have conflicts
Consumers have low awareness of stone brands, and the brand influence of stone enterprises is not big enough, which leads to the inability to verify the quality of stone. This requires simultaneous offline and online, and there are problems in the operation level: from the price point of view Existing products get online sales, and the product price system on the offline line is difficult to operate; when the recognition is low, consumers have doubts about the products; the network sales channel will break the traditional distribution balance system, and the interests will be damaged. Offline dealers and distributors will have opinions. At present, most stone brands have not yet sold the price on the network platform, and only a few merchants are trying to use e-commerce as a new online sales channel. In the online store, there are shops with well-known stone brands, mostly used to display new products or special products. The price column is generally marked with price negotiable, or the product price is the same as the normal retail price of the terminal market. It is difficult for consumers to understand the real sales price of the stone products from the online store. The brand display of the online stone store is far more meaningful than the product sales.
It can be seen that stone products face a series of difficult problems to be solved in the expansion of sales channels of e-commerce, such as logistics distribution, after-sales service, brand manufacturers and merchants' price transparency. Especially because the transportation cost is high, the online sales price of the stone is greatly increased, so that it does not form a clear advantage in comparison with the retail price of the physical store product. Many manufacturers believe that the e-commerce channel sales of stone can not be compared with the traditional physical sales channels for a long period of time, but the stone industry will adjust its operation mode sooner and accept the new sales model of e-commerce.