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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 important sales channels, e-commerce is currently in a phase of explosive growth. It's only a matter of time before it becomes the dominant force across all sales platforms. Many flooring brands have recognized this trend, with some still watching from the sidelines and others already diving into the market—either hot or cold.
The rise of e-commerce in the flooring sector has sparked a new wave of thinking, often referred to as "e-commerce mindset" and "internet mindset." This trend is reminiscent of the massive online shopping festivals like Double 11 and Double 12 in 2012 and 2013, when companies like U.S. Cats, JD.com, and Suning.com leveraged their extensive online networks to drive sales. Today, the e-commerce movement is still gaining momentum in the flooring industry, creating both opportunities and challenges.
Recently, CCTV Financial Channel aired a special program discussing e-commerce marketing strategies. According to the show, “All future businesses will be considered e-commerce, and there will no longer be a distinction between e-commerce and traditional businesses.†In other words, e-commerce is set to dominate every aspect of marketing, including the home industry—covering areas like flooring, wardrobes, sanitary ware, and underfloor heating, which are currently undergoing significant changes.
With such rapid development, the question arises: how do flooring companies choose the right e-commerce suppliers? The answer lies in understanding the balance between offline and online operations. For established brands, entering the e-commerce space means rethinking their existing distribution models. Many struggle to adapt because they’re used to traditional retail methods.
On the other hand, export-oriented companies that are now shifting to the domestic market have an advantage. With fewer physical outlets to manage, they can focus more on building a strong online presence. However, even for these companies, success in e-commerce isn’t guaranteed.
E-commerce brings great opportunities, but it also demands a different approach. It’s not just about having a website—it’s about understanding customer behavior, managing logistics, and building trust. Many well-known manufacturers have tried to enter the e-commerce space but failed due to misalignment between their production mindset and digital strategy.
In conclusion, while e-commerce is the future, it's not a one-size-fits-all solution. Companies must assess their strengths, stay focused on their core competencies, and find the right partners to succeed in this new era.