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In today's rapidly evolving business landscape, the flooring industry is witnessing a clear shift toward e-commerce. As one of the most significant sales channels, e-commerce is currently in a phase of explosive growth. It's only a matter of time before it becomes the dominant platform for product distribution across all industries. Recognizing this trend, many flooring brands are either observing the development closely or have already taken steps to embrace the digital transformation.
The growing popularity of online sales in the flooring sector has sparked discussions around "e-commerce thinking" and "internet-based strategies." This mirrors the boom seen during the 2012 and 2013 Double 11 and Double 12 shopping festivals, where companies like U.S. Cats, JD.com, and Suning.com leveraged the power of online platforms to drive massive sales. The influence of e-commerce is now reshaping the flooring industry, creating both momentum and challenges.
Recently, CCTV Financial Channel aired a special program discussing e-commerce marketing strategies. The show emphasized that "in the future, all businesses will be considered e-commerce, and there will no longer be a distinction between traditional and online businesses." In other words, e-commerce is set to become the standard for all sales activities. This includes the home furnishings sector—flooring, wardrobes, sanitary ware, and underfloor heating systems—which are currently undergoing major transformations.
So, what’s the key to success in this new era? How can flooring companies choose the right e-commerce partners?
Opportunities or potential pitfalls? That’s the question on everyone’s mind. China, known as the world’s manufacturing hub, has built a strong foundation through decades of industrial experience. Many companies with solid production capabilities are now looking to expand into the domestic market, especially with the rise of e-commerce.
Jiuzheng Building Materials suggests that established brands must carefully balance their offline and online operations when entering the e-commerce space. This balancing act is crucial and often challenging. Many companies struggle to adapt their traditional models to the digital world. On the other hand, export-oriented businesses that are entering the domestic market face fewer obstacles due to limited physical presence.
Indeed, the e-commerce era brings vast opportunities. However, in an age of specialization, it’s difficult to manage every aspect of the business—from production to distribution and platform management. While e-commerce offers undeniable benefits, it’s not a one-size-fits-all solution. Many well-known manufacturers have tried to go online but have faced setbacks. The problem often lies in outdated thinking that fails to keep up with modern business strategies. This explains why some “Tmall Models†are showing signs of decline.
It’s essential for companies to understand their strengths and focus on their core competencies. Partnering with the right collaborators can help them navigate the digital landscape more effectively and achieve long-term success.