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林氏木业:突破行业瓶颈, 持续布局O2O

来源:网友投稿 时间:2016-08-26 浏览量: 我要投稿>>
发现好货FIND GOODS

近年来随着互联网的迅猛发展,信息和实物之间、线上和线下之间的联系变得愈加紧密,消费者对于购买家具的行为习惯也随之产生变化。消费者在保证产品质量和服务不变的前提下,更加追求购物的方便快捷,同时由于商品和购物体验的特殊性,林氏木业所采用的“实体店+网购”这样的家具消费模式越来越受到大家的追捧。

实际上,经营模式的成功最直接的体现就是在体验店的拓展速度上。早在2014年,林氏木业便确立了从线上走往线下的清晰思路,在佛山开设第一家线下体验店,并获得本土群众的一致好评。截至目前,林氏木业在全国范围内共有18家线下体验店,2016年继续扩大数量和规模,到“双11”之前将开到20家以上,并全部“抱团迎战双11”,预计年底数量会达到30家左右,未来三年争取扩张到100家。可以想象,如此直营模式能在持续低迷的家具行业下快速扩张,着实让不少人都为之惊讶。

其实能做到突破瓶颈并不容易。当其余品牌的家具实体店面临同质化困境时,林氏木业与众不同的是它的选择与坚持。林氏木业自2014年开始走上家具销售的线下体验店道路,林氏木业的优质家具已成为消费者首选。为了保持核心竞争力,林氏木业坚持运用大数据作为线下实体店布局的依据。林氏木业副总经理马灿兴表示:“根据数据系统林氏木业可以有针对性地在不同省市对线下实体店进行建设,以点逐步连线,目标是最终建成健康的O2O闭环。”据了解,除了家具实体店选址以外,林氏木业更收集了有关消费者消费与生活习惯的数据,以最大限度地做出让消费者感到满意的产品和调整营销策略。

在“互联网+”的风口下,没有任何传统企业能避开变革的浪潮而独善其身。而林氏木业在面对这一系列行业变革潮下,不但没有退缩,相反在不断拓展线下O2O,建立了良好的交易功能与展示功能、卓越的体验功能和刚性的服务功能。不仅克服了大部分企业从虚拟渠道向实体渠道转型产生的瓶颈反应,还从中开拓出一条新的企业道路,让自身在大环境低迷的情况下得以逆流而上,为同行提供了一个值得借鉴的实例。

 

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