The annual Double 11 shopping festival is here again, compared to buying various small items. Many young consumers have started to buy large items such as furniture and decoration online. Data shows that the national 5 trillion home decoration market accounts for 1:9 in the proportion of online and offline transactions, and online shopping for furniture is still considered a blue ocean. Online shopping has a variety of furniture, more personalized designs, and affordable prices, which are very popular among young people. Taking the Pashaman flagship store as an example, this year's Tmall Double 11 started, the number of orders exceeded twice the same period last year in just four hours. Lai Chong, deputy general manager of Pashaman flagship store, said that the original expected target was 60 million sales, but now it has been raised to 80 million.
Since buying furniture online is so convenient, why do many people would rather choose offline stores with monotonous styles and expensive styles? This has to talk about the difficulties of home decoration logistics. , JD.com suffered a huge loss on it back then. Last year, JD.com began to expand into the home decoration field. At the beginning, it did achieve good results with subsidies, but from the second half of last year to this year, sales continued to decline and no improvement.
In fact, JD.com failed to get into the home decoration and furniture field. The biggest problem lies in the logistics field that JD.com is best at. As we all know, the advantage of JD.com's self-operated logistics is small items such as 3C digital products. It is obviously not feasible to directly apply the original logistics supply system. First of all, the specific volume and size of the home are relatively large, and they are most afraid of bumps. They also need professional supporting personnel to install and debug. The strong professionalism leads to a very high logistics threshold for home decoration.
After Cainiao entered the home decoration logistics industry, it specially provided highly customized logistics services for large-scale home decoration furniture. Take Foshan, Guangdong as an example, which has more than 8,000 furniture companies, accounting for 20% of the national market share of . There are tens of thousands of furniture stores in Taobao and , Foshan , on Taobao and , Tmall . In this regard, Cainiao has specially built the country's largest furniture self-operated industrial belt distribution center in Foshan. By driving a designated freight bus from Foshan to 70 cities in the country, it has achieved "on-point departure", changing the previous "cargo-sharing model" of home improvement logistics, and the logistics time saves about two to three days compared with .
In order to control the efficiency and quality of logistics, Cainiao's full-link self-operation rate of home improvement exceeds 75%, which is highly digital and standardized. Not only does it improve logistics efficiency, but it also avoids bumps and damage during transportation to the greatest extent. At the end, Cainiao also specially launched a high-standard service of "home delivery and delivery and installation" for furniture, and has a dedicated self-operated terminal delivery and installation team, responsible for installing and debugging for consumers. During the busy Double 11 period, the ability of the supply chain and server side to take over can often determine consumers' consumption experience when purchasing furniture, improve consumption habits, and ultimately determine sales.
