互聯網行業的逐漸滲透，使得地板等家居建材行業的市場環境發生了很大程度上的改變。作為一個全新的發展模式，電子商務模式正在影響著越來越多的企業發展。在電商迅猛發展的當下，地板企業做(zuo)好電商渠道(dao)的建立和維護也變的極為重要(yao)。
一、地板行業現狀
我國木地板行業(ye)雖然起步晚、基礎差，但是發展迅速，在(zai)不到20年的(de)(de)(de)時(shi)(shi)間(jian)內(nei)開拓了多(duo)種(zhong)類、多(duo)規格的(de)(de)(de)多(duo)元化(hua)產品(pin)格局，建立了從生產、銷(xiao)售(shou)到配套鋪裝的(de)(de)(de)服(fu)務(wu)體系，并(bing)形成(cheng)了一定企業(ye)規模的(de)(de)(de)產業(ye)集群，整個行業(ye)已進入穩步發展的(de)(de)(de)成(cheng)熟(shu)階段(duan)。同時(shi)(shi)，由于(yu)木(mu)材資源緊缺、市(shi)場(chang)競爭不規范、企業(ye)創新能力(li)弱、原(yuan)材料成(cheng)本(ben)長(chang)期高位運(yun)行、勞動力(li)成(cheng)本(ben)快(kuai)速增長(chang)、地(di)板(ban)市(shi)場(chang)的(de)(de)(de)無序競爭、過度同質化(hua)競爭，國內(nei)房地(di)產市(shi)場(chang)調控，出(chu)口貿(mao)易(yi)壁壘(lei)等因素影響，我國木(mu)地(di)板(ban)行業(ye)正面臨前所未有的(de)(de)(de)挑(tiao)戰。
二、地板行業未來發展的必然趨勢
家居賣場向線上延伸：成功賣場銷售生活方式，完善售后服務和向線上延伸是其發展方向。線下渠道經歷了由分散的無規模單店經營向大規模家居賣場和獨立旗艦店的轉變。家居賣場主要具備人流優勢，但租金較貴，獨立店則相反，并且容易開大店，且對渠道掌控力強。家居賣場方面，以宜家為代表的自有品牌直營大店和以紅星美凱龍為代表的家具商城經營良好。優質的生活方式購物體驗、賣場內豐富的產品品類、致力于完善售后配送安裝服務和嘗試向線上延伸是宜家和紅星美凱龍的共通點。
地板線上線下結合是趨勢：地板電商快速發展，爆款銷售是特點，線上線下結合是趨勢。地板電商化進程處于初期階段，建材家居市場互聯網滲透率3%。地板銷售過程復雜程度高和經銷商抵制是地板電商化的主要阻力。隨著地板企業對于網絡銷售服務模式的摸索，經銷商利益機制的理順，以及專業配套服務企業的誕生，占比提升仍然是大勢所趨。地板電商企業成長速度遠快于傳統企業，低價、高性價比、爆款銷售是地板電商企業的特征，線上銷售+線下體驗相結合是趨勢。
三、與互聯網家裝合作價值凸顯
互聯網家裝縮短建(jian)材(cai)產業(ye)(ye)(ye)(ye)鏈(lian)，行業(ye)(ye)(ye)(ye)整合后將彰顯(xian)渠道價值(zhi)(zhi)。家裝(zhuang)(zhuang)行業(ye)(ye)(ye)(ye)分(fen)散和雜(za)亂導(dao)致其入口(kou)價值(zhi)(zhi)并未被品(pin)牌地(di)板企(qi)業(ye)(ye)(ye)(ye)重(zhong)視。解決(jue)信息(xi)不對(dui)稱，縮短建(jian)材(cai)產業(ye)(ye)(ye)(ye)鏈(lian)是(shi)互(hu)聯網家裝(zhuang)(zhuang)的(de)(de)價值(zhi)(zhi)所在。專注細分(fen)市場，做好標準化(hua)，積累口(kou)碑，是(shi)互(hu)聯網家裝(zhuang)(zhuang)商業(ye)(ye)(ye)(ye)模式的(de)(de)突破之(zhi)道。隨著行業(ye)(ye)(ye)(ye)整合加(jia)速，行業(ye)(ye)(ye)(ye)巨頭(tou)誕生，品(pin)牌地(di)板企(qi)業(ye)(ye)(ye)(ye)與互(hu)聯網家裝(zhuang)(zhuang)公司的(de)(de)合作(zuo)價值(zhi)(zhi)將凸顯(xian)。
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45.66%（100家） |
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2.28%（5家） |
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20.55%（45家） |
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4.11%（9家） |
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0.91%（2家） |
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43.84%（96家） |
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2.74%（6家） |
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0.46%（1家） |
0.91%（2家） |
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0.46%（1家） |
2021年網(wang)(wang)(wang)站數據庫共(gong)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)219家(jia)(jia)(jia)(jia)，其中品牌旗(qi)(qi)艦(jian)(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總(zong)比(bi)最多(duo)，達到100家(jia)(jia)(jia)(jia)，其次(ci)為(wei)(wei)(wei)小品牌網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)96家(jia)(jia)(jia)(jia)，京(jing)東(dong)旗(qi)(qi)艦(jian)(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)45家(jia)(jia)(jia)(jia)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)9家(jia)(jia)(jia)(jia)，品牌特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)6家(jia)(jia)(jia)(jia)，京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)5家(jia)(jia)(jia)(jia)，蘇寧旗(qi)(qi)艦(jian)(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)2家(jia)(jia)(jia)(jia)，企業(ye)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)2家(jia)(jia)(jia)(jia)，京(jing)東(dong)特許(xu)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1家(jia)(jia)(jia)(jia)，品牌商(shang)城收(shou)(shou)錄(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1家(jia)(jia)(jia)(jia)。
小(xiao)編認為，地板市(shi)場電商大熱已(yi)經成(cheng)為一種不可逆轉的趨勢，它的低成(cheng)本(ben)運作模(mo)式(shi)、時尚購物方式(shi)、資(zi)源整合形式(shi)吸(xi)引了大批家居企業，尤其是(shi)發(fa)展趨勢不容樂觀(guan)的地板企業，更是(shi)希望借電商之火再次點(dian)燃行業“激情”。
肯帝亞
安心
聯豐
圣象家居
生活家
大自然
高牌地板
菲林格爾
德爾
安信
