疫情下数字化营销的新变革

New Changes of Digital Marketing in the Outbreak

2020年的一场新冠状病毒疫情,彻底打乱了家具人的开年计划。相较于工厂,此刻更为焦虑的是一线经销商。在红星、居然等卖场一再推迟开门营业时间的情况下,抗风险能力本身就很弱的个体经营者们承担着巨大的房租、工资、库存等多重成本压力。即便3月初顺利开门营业,疫情的不确定性也会大大影响消费者实际到店情况。在这样严峻的形势下,习惯传统线下销售的家居业需要立刻启动线上渠道,来承接与转化不再利索的实体销售方式。因此,未来的数个月内,线上渠道的响应速度与能力或许将决定谁能够获得先发优势并赢得未来。

A novel coronavirus outbreak in 2020 completely disrupted furniture industry workers’new year plan.Compared with the factory,the first-tier dealers are more anxious at the moment.In the case where Red Star,Easyhome and other stores have repeatedly postponed the opening hours of business,self-employed individuals with weak anti-risk capabilities themselves bear huge cost pressures such as rent,wages,and inventory.Even if the business opens smoothly in early March,the uncertainty of the epidemic will greatly affect consumers’real visit to the store.In such a grim situation,the home furnishing industry,accustomed to traditional offline sales,needs to immediately start online channels to undertake and transform physical sales methods that are no longer profitable.Therefore,in the coming months,the response speed and ability of online channels may determine who can gain the first-mover advantage and win the future.