Recently, some brand dealers, mianyang city, this year to start and operate months of electricity project, because the overall sales of disappointments and logistics links, and forced to terminate., according to people familiar with the beginning of the project operation, dealers had expected a lot to the development of electrical business channels, and do some promotion in the local market, but it's not clear.And because the online sales of products involved in many styles, designs, in the logistics distribution and after-sales service is often in trouble, so eventually had to ponder.

According to reporters from the market such as chengdu, mianyang, meishanceramicDealers understand that many dealers for network play a role in spreading brand said yes, but in sales of ceramic products for electrical contractor channels play a positive role or doubts.

Chengdu, a well-known ceramic brand dealers, told reporters he set up shop in taobao, online mall to join the market operation, and self-built website, main purpose is to promote the brand in local fame and influence, did not expect how much electricity sales by product.At least within the next few years time, the product sales will give priority to with real channels.

Not only is some forward-thinking dealers in an attempt to develop e-commerce platform, chengdu rich, beautifulhouseholdBuilding materials market, dagang, tsing lung are committed to the development of their own online mall.According to a large building materials market in chengdu's head of marketing, said though it through the network platform salesCeramic tileAlso faces some big bottleneck, but e-commerce platform on the market party still more promising prospects of development in the future, there are a few ceramic brand in taobao mall will sell well.

Logistics distribution into a bottleneck

According to Liu Hongyuan tigers building materials general manager of chengdu, at the end of last year, tigers began to through the taobao platform building materials products, the mainThe wallpaper、Lamps and lanternsThree categories of products and ceramic.From the perspective of a company for nearly a year sales, wallpaper and lamps and lanterns product sales situation is much better than that of ceramic, and wall paper and the online sales of lamps and lanterns already broke through the chengdu area, in deyang, mianyang and other nearby cities and some consumers to purchase,Ceramic tileThe limitation of the mainly products is too heavy, LCL logistics cost is too high.If delivery via logistics channels at the same time, the lamps and lanterns of about one hundred square meters of commercial housing decoration need product shipping costs generally in only a few yuan to one hundred yuan, and ceramic tile product baggage fees need hundreds of yuan or even thousands of yuan, high logistics costs largely offset the ceramic tile products in the channels of electricity price advantage.

And ceramic tile in the logistics bottlenecks and branching channel many ceramic brands temporarily do not look good one of the important reasons of e-commerce channels.It is understood that the main ceramic brands are now branching channel has not been sold on the Internet platform for those stated on the net price, only a handful of OEM business in trying this new e-commerce network channels.But from the current situation, progress is not very well.

Branching channel a OEM brand boss analyzes tile now channel sales through the network to the reporter, because the logistics distribution and the practical problems.First is cost issues, such as a piece of ordinary archaize brick from branching channel to panzhihua, delivery by LCL, a 600 x 600 (mm) floor tile relative to the cost of the whole car distribution, the price should be at least more than three yuan, and a 600 x 600 (mm) specifications of branching channel archaize brick in panzhihua market retail price is usually 12 three yuan, logistics cost is more than twenty percent of the profits of the products.So do electricity factory if there is no more than 40% of the profits, it is hard to make money from it.The second is the after-sales service is very difficult, the general consumers when buying brick wants a station buy neat, so its purchases of products of different specifications, design and color is diversiform, involved in the supplier very troublesome, and kinds of inventory products is multifarious, once meet consumers replenishment, and manufacturer is temporarily out of stock, or is the product have off color, logistics distribution, not in time consumers will make a bad review or complaints factory is very passive.

Stores inventory pressure

Ceramic tile product virtual show relative to the entity shop has the advantages of low cost, outspread space large businesses in cyberspace can almost unlimited increase in the products design and colors, to meet the personalized needs of different consumers.However, in the product design and design and color is much later, the businessman will be facing huge inventory pressure.

Liu Hongyuan introduction, general ceramic tile merchants at the time of purchase will be the manufacturer of the product style and design and color is do a self selection.Even if the business is a store, and not all of the product design can and show the entity, less likely to each product in stock.On the one hand, because of merchants fund pressure, on the other hand, because it is easy to produce large amounts of cargo.Such as a specification of the ceramics is selective several commonly, if is the network sales, product design and design and color is less, it is difficult to attract the attention of consumers.Now online shopping is usually young people, they in the choice of products tend to be more personalized.

And businesses to choose some products in the consumer order will deliver from factory later also not too realistic.Ceramic tile is not like other light and small goods, by express delivery, trucks rather long period of time, and belongs to the semi-finished products, ceramic tile from the manufacturer to decorate the shop is stuck the middle also need at least half a month's time.If consumers need replenishment and the manufacturer just out of stock again, after sales service will take over, and merchants have no credibility, it is not easy to maintain long-term business.

Ceramic tile price transparency difficult to achieve

Because electricity channel in the face of consumer groups exists geographic dispersion, general ceramics factories or businesses in terms of the layout of the entity sales channels is very imperfect, so the logistics distribution and after-sales service facing the severe test.While some brand enterprise in the industry, or provincial brand agent has great advantage in channels, complete distribution network makes electrical business logistics distribution and after-sales service are likely to get good protection.However, from the current market situation, it seems, the more the more big brands in the electrical business channels to expand to the more cautious.

Reporter from chengdu understands online mall, a large ceramic stores in the online mall has a store of famous brand ceramic tile, or simply shows a few special offer product, or is in the price column to write the price is negotiable, or is the product price and the terminal market normal retail price.Consumers actually it is difficult to understand from the stores online mall to real ceramic tile industry brand sale price, or to benefit from them so the stores online mall brand show significance is far greater than the product sales.Chengdu sichuan sound jiayuan, Ms. Owner told reporters that in the beginning to save trouble online shopping, online mall to go shopping in a store, or is the product price is too high, or is the design of product is old, so eventually to the market.

Chengdu rich, beautiful household some industry famous brand ceramic tile distributors, told reporters that in the electronic commerce market now is a big cake on the surface, but for some brand manufacturers or distributors in terms of actual sales seem overblown."What brand manufacturers or merchants willing to or dare to open your real product prices on the Internet information?"The merchant asked so.Some manufacturers and merchants to set up shop in taobao, the day the cat should be valued brand media benefit brought by the platform, not the actual sales.From the day the cat a line of ceramic tile brand sales statistics, some products a month to sell several single, and more products have been in a state of zero sales.

According to introducing, ceramic market in chengdu, almost all the famous ceramic brand will be adornment company, designers, as an important marketing channel for development and maintenance.Rebate phenomenon in today's ceramic industry, has become the between merchants and decoration companies, designers, unwritten rules.Now, does not appear to have a business in chengdu market can not give rebate, with decoration companies, designers can maintain long-term good relations of cooperation.It is understood that now and 30 and even higher rebate percentage, already is not rare in the market.

Once the brand ceramic tile product price through the public network platform, price transparency the direct consequences of merchants is completely lose the possibility of a "black box" operation, most likely will be domestic outfit company overnight positions with stylist to their rivals.Is not only ceramic industry bosses don't want to own product price transparency, is a lot of second - and third-tier brand, even some unknown small brands is not willing to public your product prices.Sichuan ceramic enterprises and a number of sales responsible person said, manufacturers to enter the electricity business channels, will certainly to existing dealers channel impact, affect the existing dealers interests, so now also won't consider e-commerce sales platform.

Branching channel, general manager of a certain brand to the reporter tells the story of a company because merchants to offend decorate and decorate worker was forced to close the real case: sichuan meishan ceramics market, there was a merchant at the time of opening an ambitious innovation sales way, fanfare played to buy ceramic tile send free under the banner of the shop is stuck.In the first few months, the merchant's business is really hot, but after a few months the business has plummeted, finally closed in less than half a year.Is because decorate a company to the merchants is broken and the organizers of job, decorate a company to take kickbacks and organizers lost much of its opportunity to be broken and then to decorate owner claims that the businessman is a problem with the product quality and after-sales service is not good, eventually making the merchants from meishan during ceramic market.

Ceramic tile products in terms of e-commerce marketing channels to expand facing business logistics, inventory control ability, brand manufacturers and merchants of price transparency and a series of problems to be solved.Especially because of high transport costs, greatly raising the ceramic tile online sales price, in the retail price comparison with ceramic tile stores products does not form a clear advantage.There are a number of manufacturers and merchants agree that the e-commerce channel sales of ceramic tile in quite a long time and cannot be compared with traditional entity channel, purification of the market environment, the concept of game between manufacturers and consumers and well versed in it will be a long process.

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