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居然设计家平台赋能“新家居” 引领家居业触网路

2017-09-04 22:52:02   中国经济网

经济日报-中国经济网北京9月4日讯(记者李万祥)家居品牌触网的种种壁垒,正在被居然之家电商——居然设计家平台逐一击破。数据显示,截至2017年7月底,居然设计家国内版在线设计师近7万名;平台对接家具建材工厂247家、3D化商品数字模型6.8万件;通过平台,带动居然之家北京地区家具建材销售2.5亿元。

在近日的“居然之家线上线下一体化营销座谈会”上, 非同家具、飞美家具、卢森地板、乐华陶瓷洁具等已经入驻居然设计家平台的重点品牌负责人表示,目前看来,流量、品牌展示、收益等都超出了预期。

在北京居然之家投资控股集团有限公司董事长汪林朋看来,制约家居业触网的体验化等难题,将随着技术进步得到解决。同时,互联网模式也是家居业进入新零售时代,必须攻克的一座山头。

最新数据显示,截至2017年7月底,居然之家卖场数量达到181家,开店仍在加速。2017年上半年,居然之家卖场业绩逆市提升。汪林朋在座谈会上表示,2017年是居然之家近段时间以来最好的年景。2017年前六个月,居然之家新开店20家,2017年下半年,居然之家的开店数保守估计将达65家。数据显示,上半年,居然之家北京卖场的销售业绩,实现了近4成增长。

今年的 “十一”黄金周,对于居然之家而言,将不仅是实体卖场的一次考验,也是居然设计家平台一次全方位的演习。期间,居然之家将推出“线上设计线下体验活动”。据介绍,活动主要包括平台消费者进行设计装修将获得千万元装修基金,线上购物可享受大牌底价直销,线上登录可获赠千元礼包等。

座谈会上,居然设计家平台推出最新“黑科技”:消费者可以通过eVR技术实际观看设计效果,甚至可以根据喜好,实时变换一桌一椅的位置。3D效果图与实际照片对比发现,两者差异几乎可以忽略不计。

在汪林朋看来,能否成功嫁接互联网是家居品牌存活的分水岭,也是打造居然之家电商平台的根本动因。据了解,目前,居然设计家平台形成了加速发展态势,已经实现免费搭建线上销售平台,最终实现设计师、工厂、经销商、卖场、施工队、消费者六者利益的趋同和平衡。根据平台发展态势,以及各方反馈情况看,居然设计家已经步入正轨。

居然设计家平台能够迎合市场需求,实现高速发展的核心,是功能与架构设置破解了行业痛点,回归了商业本质。据北京居然之家投资控股集团有限公司电商总监胡浩松介绍,居然设计家平台实现了消费者提出需求、找寻设计案例、对接家装公司、商品销售运输等全链条的闭环。同时,对于家居品牌而言,入驻居然设计家,免去了自身搭建平台、引流等环节的巨额投入。不仅如此,入驻平台的商家还能获得居然之家强有力的品牌背书。

非同家具董事长乔印军表示,接入居然设计家平台,实现了操作过程高效率、低投入,降低销售终端难度,实现了客单值和成交率双丰收。同样的感受也来自于居然设计家平台另一大合作伙伴卢森地板,其总经理陆珂认为,技术领先、用户体验好,是对居然设计家平台的最大感受。

事实上,在不少业内人士看来,制约家居品牌互联网化的核心因素是产品体系复杂,消费者线上体验需求无法得到满足。飞美家具总经理周凯军说,居然设计家平台解决了定制家具网络销售的短板,特别是效果图渲染真实,对顾客很有吸引力。而在乐华陶瓷洁具董事长谢岳荣看来,居然设计家平台最大的意义,是带领家居行业进入良性发展轨道,破解了家居电商平台目前包括运营成本居高不下、准入门槛高等痛点。

北京居然之家投资控股集团有限公司副总裁任成表示,居然设计家成功运营,不仅有益于居然之家战略转型和快速发展,也对居然之家与工厂、经销商、消费者实现更紧密合作关系、创造多方共赢,具有促进作用。

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