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居然之家如何穿著兩只“鐵鞋子”開啓數字化轉型之路？

作者：admin 发布时间：2021-04-08

1. 沖擊

2012年国内的实体店几乎都遭受到了互联网的沖擊，从快消品、電器、服裝、百貨，一直到了居然之家所在的家居行業。面對競爭居然之家做出了應對之策，在線上開了一個叫“居然在線”的一個平台做家居銷售。但由于當時居然之家受到房租+人力的限制以及對新零售行業的未知等阻礙，線上數字化轉型之路依舊曲折。

圖片來源：百度

2. 焦慮

问题一：家居行业主要的銷售助力还是在于线下的实体门店，如果线上銷售一单，则线下可能就会缺失一单，这二者的KPI很難去分配權衡。問題二：快銷品服裝能夠做到全面線上的模式開展，通過快遞物流即可送到顧客手中。但家具行業不同于快銷服飾，可以在線上實現物流交易抵達C端消費者手中。家具行業則注重的是體驗感，從家具的定制到顧客的體驗再到送貨安裝，都需要經過線下實體店的經銷商來進行配合。再加上線下線上的價格沖突，線下消費者和經銷商可以進行議價，則線上卻無法進行討價還價。這將會導致線上線下的價格差異。

u=2288019596,372106873&fm=26&gp=0.jpg

圖片來源：百度

3. 轉折

（1）滴滴打車的啓示

居然之家通过对滴滴平台思维进行理解，发现数字化转型不单单只是将商品放到线上去銷售，而是要有一个商业模式的循環。居然之家将设计师作为其流量的入口。通过找到数字化转型的逻辑，进而为设计师、施工队、卖场、品牌商、经销商、消费者这六个生态伙伴分别构建了平台，实现了利益趋同。

圖片來源：百度

（2）引進阿裏巴巴

由于居然之家進入線上的時間較遲，大部分的線上流量都被幾大巨頭互聯網公司掌握。雖然通過大量的設計師爲居然之家引進了大量的B端，但C端的顾客流量却寥寥無几。为了解决流量方面的焦慮，居然之家开启了与阿里巴巴的合作，并迅速达成了战略合作，进行数字化转型的新阶段。数字化的转型从两个方面进行展开：一个是拓宽公域流量的渠道，除了阿里系，居然之家还积极地与其他的公域平台进行合作交流，比如字节系的今日头条、抖音，还比如微信、快手、小红书等，建立一个属于自己的全域流量平台。二是，居然之家还成立了数字化研究中心，从一开始的营销到业务端、供应链，再到后台管理，最终变成向生态伙伴开放赋能的一个产业服务平台。

圖片來源：百度

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