Crane Rail Fasteners,Crane Rail Pad,Crane Rail Systems,Crane Rail Clips TAICANG ZHONGBO RAILWAY FASTENING CO., LTD. , https://www.railfastener.com
How Home E-Commerce Breaks Through Red Star Macalline First Trial
In the first year of home furnishing e-commerce in 2011, a wave of traditional home furnishing companies began to enter the online market. By now, it has been three years since the rise of this industry, but the anticipated booming scene hasn’t fully materialized yet. Companies like Red Star Macalline, once dominant in the traditional furniture sector, are still navigating the early stages of home e-commerce. They continue to experiment with new marketing strategies, seeking ways to overcome the challenges and find sustainable growth.
According to data from the China Industry Consulting Network, home furnishing e-commerce currently accounts for about 19.8% of the total market. The projected size of the Chinese home e-commerce market is expected to reach 205 billion yuan by 2015, with online shopping volume growing by an impressive 249%. Tmall reported that its home improvement and decoration sales exceeded 34 billion yuan in 2012 alone, showing the potential of this sector.
Despite these positive numbers, the industry still faces significant challenges. One major issue is the high quality expectations of consumers for durable goods like furniture. Building trust through online sales takes time, especially when there's no physical presence to reassure buyers. Additionally, the unique nature of the home market makes it difficult to guarantee a seamless user experience. Lastly, many traditional companies struggle with internal adjustments, making it hard to balance online and offline operations effectively.
Red Star Macalline, a leading name in the traditional home furnishings industry, believes that the development of home e-commerce is at a critical stage. Its online platform, Xingyijia, was launched to tap into this growing market. The company is continuously refining its e-commerce strategy to capture a stronger position in the digital space.
To expand its online footprint, Red Star Macalline has leveraged its nationwide network of 118 shopping malls. These stores serve as strong support for Xingyijia, with promotional content visible throughout the premises. This approach helps the platform gain visibility and build word-of-mouth recognition, even though it requires significant investment. Moreover, the company is focusing on improving user experience by integrating online and offline services. In over 100 cities across the country, more than 200 events have been held under the theme of “online booking, offline experience and purchase,†which has received positive feedback from customers.
Additionally, Red Star Macalline differentiates its online and offline product lines. Xingyijia focuses on mid-range products, avoiding direct competition with the high-end items sold in physical stores. This strategy ensures complementarity rather than conflict, allowing both channels to thrive.
According to an official from Xingyijia, home furnishings are primarily long-lasting consumer goods, and customer demand for quality is much higher compared to fast-moving goods. Although online sales still make up a small portion of overall revenue, home e-commerce is expected to become a mainstream trend in the future. Red Star Macalline remains committed to exploring new paths and making meaningful progress in the home e-commerce space.
Experts suggest that the home e-commerce market has not yet fully matured due to factors such as material limitations, regional experiences, and distribution challenges. While 2013 may be a tough year for large-scale home e-commerce ventures, there is still significant potential for growth in the long run. (Editor: Peter)