南海家具企业试水O2O电商模式 消费者线上下单 线下体验店取货
近几年，电商平台发展异常迅速，南海有越来越多的企业“触电”发展电子商务。由于家具普遍属于大宗消费品，运输成本高，且家具在运输过程中容易损坏等原因，南海不少家具企业反映，家具行业发展电子商务遇到物流上的难题。 为了解决企业与消费者之间出现的物
近几年，电商平台发展异常迅速，南海有越来越多的企业“触电”发展电子商务。由于家具普遍属于大宗消费品，运输成本高，且家具在运输过程中容易损坏等原因，南海不少家具企业反映，家具行业发展电子商务遇到物流上的难题。
为了解决企业与消费者之间出现的物流难题同时让客户得到体验，南海家具企业从去年开始探索O2O电商模式（Online To Offline），将线下商务的机会与互联网结合，让互联网成为线下交易的前台。
发展瓶颈
物流送货
家具易损坏
今年7月，武汉的张女士从网上选中了南海商家呗咪伽家居制品厂的家具，随即网购了一张价格为1730元的儿童床。数天后，张女士收到了物流公司运来的儿童床，但组装后床板突然断了。南海贝咪伽家居制品厂电子商务方面的负责人说，家具产品由于长途物流运送造成了一定程度的损坏，加上安装不当最终导致床板断裂。最后该企业退回张女士500元作为补偿，双方达成了和解。
南海贝咪伽家居制品厂的相关负责人告诉记者，遇到需要退换货情况时，家具卖家往往会出现亏损。“家具产品不是随随便便寄个快递包裹就能搞定的，一般家具运费都达数百元。而且家具在运输过程中容易损坏，需要专业的物流运输。”以上负责人告诉记者，该企业每月会遇到几宗涉及物流退货的网上订单。由于物流不是很发达，企业只能找物流小经营户，这些经营户往往不专业且服务不好，导致商品容易损坏。
记者了解到，丹灶的南海贝咪伽家居制品厂从今年初开始涉足电子商务，此前只做家具生产和批发。
丹灶消委会一位工作人员告诉记者，近期收到越来越多涉及网购家具的消费维权投诉，仅7月份丹灶就有3宗。据了解，目前南海共有出口竹、藤、柳、草和木制品家具企业超过300家。
创新营销 探索O2O电商模式
家具不像一般消费品，消费者更看重体验感，可网上商城又无法满足消费者的体验感，所以在网上，家具往往没有别的商品好卖。为了解决企业与消费者之间出现的物流难题同时让客户得到体验，佛山市翰红酒店家具有限公司从去年开始摸索O2O电商模式（Online To Offline），将线下商务的机会与互联网结合，让互联网成为线下交易的前台。
去年发展电子商务以来，该公司开始在上海、北京等一线城市设立体验展示店。“消费者通过网上获取代码后，凭着代码到体验店可以取货，并获得折扣优惠与安装等服务。”该公司总经理杨国芳告诉记者，该企业尝试通过各种营销手段把网上的消费者吸引到体验店实现消费。目前，该企业通过电子商务所带来的营业额中，九成以上为通过线上线下结合的O2O模式达成的，如今该企业一年网销所带来营业额上千万元。
记者走访了解到，家具行业发展电子商务遇到物流阻力，越来越多家具企业开始探索利用O2O电商模式。南海贝咪伽家居制品厂负责人告诉记者，电子商务发展是大趋势，在物流现状下，家具企业有必要探索更多适合行业发展的电商模式。该企业正考虑在大城市建立体验店，采取O2O模式，通过线上洽谈与线下体验结合实现交易。
一位业内人士说，O2O电商模式更加专注于本地化与产品体验，具备线上线下的双重优势，它在线上聚合人气，并将顾客引导到线下体验，最终提高家居门店的顾客成交率，同时，该模式立足本地的优势，也使得运输、安装和售后服务有了更好的保障，该电商模式比较适合家居行业。
企业建议 政府主导建专业物流园区
在O2O电商模式中，消费者直接从线下体验店里取货，并享受相关服务，使企业与消费者之间避免了物流的连接环节。但对于企业来说，其生产地点与外设体验店之间仍然需要物流支撑。
目前，佛山市翰红酒店家具有限公司在网销物流方面主要采取货运公司提供的水运、路运等结合的中转运输，物流成本仍比较高，所以目前企业线上客户对象仍以珠三角周边地区为主，省外地区仍比较少。
杨国芳告诉记者，目前缺乏专业的物流企业有针对性地为家具行业开发直达运输专线。“佛山拥有庞大的家具制造业，省外市场空间仍很大，完善物流渠道才能通过电商渠道打开市场。”他希望出现更多的专业物流服务单位，完善专线运输与中转运输，理顺物流运输网络。
南海贝咪伽家居制品厂方面也建议，通过政府主导建立符合南海制造业发展电子商务特点的专业物流园区，改变物流小经营户的现状，为企业发展电子商务提供专业优质的服务，促进制造业企业发展电子商务。
》链接
什么是O2O?
O2O即Online To Offline，也简称OTO，即将线下商务与互联网结合在一起，互联网成为线下交易的前台。O2O模式的核心是把线上的消费者带到现实的商店中去，通过在线支付购买线下的商品和服务，再到线下去享受服务。简单来说核心是“在线预付”。O2O线上线下如何对接？目前用得比较多的方式是电子凭证，即线上订购后，购买者即收到一条包含二维码的彩信，凭借这条彩信到服务网点经专业设备验证通过后，即可享受对应的服务。
文/珠江时报记者 罗子菲
图/珠江时报记者 方智恒
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