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家具电商“去中间化”,经销商能活多久?

来源:网友投稿 时间:2014-10-24 浏览量: 我要投稿>>
发现好货FIND GOODS

许久不见老王,这个当年的金牌经销商已苍老许多,曾经他帅气潇洒、意气风发,现鬓角已有些许白发。家具生意越来越难做,老王已经力不从心:“我们经销商已经看不到前途,现在只有埋头出销量,想赚大钱是不可能的了,但又不能转行,真他x的痛苦。”

老王不仅烦恼店面销售不断下滑,更加烦恼从去年开始被讨论烂熟的电商将会在以后给经销商这个群体带来更大的冲击。

在饭局中,老王特意提起了京东刘强东和小米雷军的经典名言:“电商的本质就是零售,就是干掉经销商”。想到以后家具电商做起来后,自己也会和其他行业的经销商一样被“干掉”,老王的夜更加难眠。

在座各位只好安慰他,虽然,在国外的零售行业经销商已经都消失,而随着中国城镇化的加剧,消费者集中后,将诞生更大的零售巨头,让经销商退出历史舞台,但目前零售行业都还没完全“去中间化”,更别提大件耐用品的家具行业了,这个被“干掉”还远远没那么快到来,暂时安全。

话虽这么说,在座各位对于“电商的本质就是零售,就是干掉经销商”这句刺眼的话,都别有一番思虑。

家具电商的“去中间化”

电商的本质就是零售,就是干掉经销商,这是很多电商人士的经验总结,因为经销商从一定程度上来讲是电商的障碍。经销商会抬高商品成本,妨碍实现线上线下价格统一和电商产品的低价原则,还拉长了用户和企业之间的直接距离,结果会导致企业电商实施起来效率低下、价格高、用户抱怨无法转达。对于京东和小米这样的新型电商企业而言,经销商当然没有存在的必要,必须“干掉”。

但家具行业不同于零售行业,比如服装、食品等,本身有特殊性。

第一、家具电商暂时离不开经销商

零售行业在线上下单货,不需要线下店的维护就可以完成完整的交易过程。但家具行业不同,消费者买一张好的真皮沙发起码要干掉几万块钱,这么大的交易当然不能靠着网上的虚拟展示就能让消费者毫无保留的下单,消费者需要到体验店真实体验产品合不合适,买得值不值,尺寸合不合理。然后才会决定购买与否,而沙发在确定购买后还要安装,还要上服务,更需要后期的保养,这些工作对于行业的大部分工厂而言难以完成。

试想一个在东莞的家具工厂网上开店卖出一套沙发给一位北京的顾客,而在北京工厂又没有直营店,那是不是要从东莞派人去北京安装,当顾客需要保养时是不是也要从东莞再派人去北京保养,这一来一回,怎么盈利。

当然,如果你是实力强的工厂在全国都由自己的工厂或是自营店,这是可以做到的,但目前而言这样的家具工厂很少。工厂要做电商,还是需要和全国的经销商合作。

虽然,干掉经销商,家具工厂做电商可以不再“纠结”线上线下产品价格等的问题,但干掉经销商后,工厂如何将电商做起来,又变成了另一个难题就等于挖东墙补西墙,借新债还旧债,债还是债。所以现在家具行业要“去中间化”,还为时尚早。

第二、工厂暂时无力接管全部的经销商店面

从上面的第一个点,可以看到,家具电商需要线下体验店,如果去掉经销商,那么工厂肯定不可能撤掉全国的加盟店,必然需要一举接下全国各地的店面,转为其电商的线下店,以此解决家具售后的问题。但对于工厂而言这是困难的,近几年,家具工厂也不比经销商好过,一举拿下全部的店面,负担严重,而如果循序渐进的代替经销商,也势必会影响电商发展的进程。

就目前的电商发展形式而言,不管是电商平台还是工厂都需要经销商,还暂时无法“去中间化”。但家具行业的经销商过于墨守成规,对于新鲜事物缺乏挑战性,只要有货卖,不亏本,便很少考虑其他渠道。这在电商时代是可怕的,经销商如果不想最终被淘汰还是要首先拥有电商的运营思维,如果只纠结于不甘愿做搬运工而不去结合工厂在线上获得发展,就算不被“去中间化”也会被行业淘汰。而工厂做电商时,也需要全方位考虑经销商的利益,如何能结合经销商去搞电商,比强迫经销商做线下服务更有发展前景。

电商兴起的这两年,在所接触到的人当中,最痛苦的是经销商,一方面市场下滑,找不到方法提高销量,而租金又连年攀升;另一方面,未来电商将抢饭碗,被迫沦为搬运工或是被“干掉”;再一方面既想加入电商又感觉无处下手。真是鸡遇黄鼠狼,手足无措。

行业对电商的探索本身还没有整体的成功案例,从工厂到经销商到卖场到电商平台,家具人无一不着急。记得,去年我们讨论电商还是在讨论电商的问题和出路,今年我们便已经开始讨论电商整体运作中的各个小环节的配合问题,这就是进步,当所有小环节打通后,形成整体的运营体系,那么家具业的电商将迎来新的发展高度。

有句名言:“只要不停下探索的脚步,我们总会走出一条路。”

以上的一席话,不知能否让老王今晚安然入睡,只是今晚。

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