As the first home shopping guide sharing platform in China, GO Jiaju has been deeply involved in the furniture industry for 6 years. It has unparalleled influence and appeal in the furniture industry. The website browsing ranks among the best in the industry, with an average monthly PV of nearly 100 million . more than 100,000 members, more than 500,000 individuals registered members, 720 online 3D exhibition Hall over 5000, comprehensive coverage of Suzhou, Shanghai all the furniture, building materials and brand City Hall. Today, we have the honor to interview Cai Sheng, the founder and CEO of GO Jiaju. Let us listen to his entrepreneurial journey.
Reporter: Mr. Cai, can you tell us why you created the GO Jiaju website and some difficulties encountered during the creation process?
Mr. Cai: After the failure of the first venture, I have been living in the mouth of the mouth. I saw that the furniture market at that time was very hot and occupied a large market share. I wondered if I could find some business opportunities. After a period of market research, I found that 90% of consumers did not understand the furniture industry at that time. Some furniture magazines were only circulated in the industry, and consumers could not reach them. The most important thing is that there is no computer in the furniture market. When I first started my business in 2006 , I was an Internet-based company, so I have a deep understanding of the Internet. Although the Internet was not popular in that era, its importance is becoming clearer. I wonder if I can build a shopping guide website about furniture online. The early stage is very difficult. The furniture market is very good. They are dismissive of the Internet. I can only go door-to-door, sometimes show customers and even go to Internet cafes. Through the early recommendation, there are more than 200. Merchants are willing to try to join. In order to better serve this first batch of customers, in 2009 we began to train our customers on the Internet. So far, the whole industry has begun to slowly understand and agree with the Internet, and even actively joined GO Jiaju, now the GO Jiaju website , developed a group of loyal users.
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Reporter: Can you talk to us about your current furniture industry?
Mr. Cai: The development of the furniture industry to the present, the development of business models and the Internet is changing with each passing day. The development of e-commerce is in the stage of white-hot, and any industry can develop rapidly in e-commerce, but the e-commerce of the furniture industry has not been Too smooth, this is mainly due to the inherent characteristics of the furniture industry that restrict the development of e-commerce. Logistics, payment, and experience are the biggest obstacles to the e-commerce of furniture. The first two items can still be solved, and the experience is very difficult to achieve. In the e-commerce industry, although there are some standards in furniture, but more demanding experience, consumers need to try their own shoes to buy furniture, which is very difficult to achieve in the e-commerce industry.
The test of water and electricity companies is mainly for the development of the platform, only to do e-commerce, only to sell products, there is no driving force for the development of the entire furniture industry. But a platform for the furniture industry can change the existing model of the entire furniture industry. How the traditional furniture industry owns and uses the Internet to think that there is an innovation that I have been thinking about recently.
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Reporter: How do you position the GO Jiaju website?
Mr. Cai: The GO Jiaju website has undergone three major changes since its establishment. At first, it only wanted to be a small platform positioned in Suzhou. In 2012 , it was the second change, mainly for the interface and function. To make a big change, the functional changes are mainly in the form of B2B . Before we put the entire furniture industry's context, including the materials of the upstream industry chain, channels, brand promotion, and talents into four websites, all run independently. But slowly produced a lot of drawbacks. In April 2014, the third revolution began, and the entire business model was completely subverted. From the original B2C to the current brand pavilion, facing consumers, combining manufacturers, distributors, consumers, and even material traders and talents. The integrated platform has abandoned all the original websites. This change made me understand that life can't be added, but also subtraction. Subtraction can make people more relaxed.
For the future of GO Jiaju, we are more focused on the brand. The main business of the website has changed from a single furniture to four major industries: furniture, building materials, home textiles and home furnishings, which have penetrated the entire home market. Looking at the four major industries of furniture, building materials, home textiles, and home furnishings, there is still no decent portal. So far, the Internet era is dominated by social networks. Under such circumstances, GO Jiaju is also changing.
The positioning of GO Home in the future is mainly divided into two parts: localized life and social network. Because the network can't just watch, more is communication, we are committed to making GO Jiaju a platform that can provide convenience and preferential if you want to buy furniture, building materials, home textiles, and home furnishings.
The launch of the brand pavilion has solved the contradiction between manufacturers and dealers. In response to consumers' desire for branded home price concessions, GO Jiaju and all dealer alliances have launched more coupons, making the original simple information website interactive. , service website changes.
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Reporter: As a shopping guide platform, GO Jiaju website mainly helps manufacturers, distributors and consumers to build a platform for information exchange. Then, what kind of tricks do you use to make GO Jiaju website perfect for online and offline purchases? What?
Mr. Cai: GO Jiaju mainly focuses on display, supplemented by sales, and pays more attention to the serviceability of the website. Accepting a large number of brands with integrity, broad prospects for development, and a strong sense of service. O2O mode is the best use in the furniture and building materials industry, mainly online consultation and understanding, offline transactions, the convergence of our website is mainly to let consumers understand the furniture, know the furniture materials, origin, quality and reputation, at the same time on the website There is also a clear local dealer's store location. After consumers have obtained all the information in the previous period, they go to the offline store to experience and negotiate. In the later period, we will also incorporate the dealer's service index into our credit system to help consumers identify the dealers, so that the entire furniture industry not only depends on the price, but also rely on services to occupy the market.
Another feature of our website is the close integration with manufacturers and distributors. GO Jiaju website can get the real price of some products, and even some clearance products, the price can guarantee the lowest in the country, and the consumers can get more Offer.
For the four major industries, the word-of-mouth benefits are now being paid, and the new version of the GO Jiaju Brand Pavilion has also introduced word of mouth and comments. To make good brands stand out, for the platform side, we will serve all the brands, so that they have better development. For consumers, we will invite better brands to settle in, through the issuance of some coupons, Let consumers get more offers. Our vision is to be the first home shopping guide platform, so that everyone can continue to share.
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Reporter: Furniture e-commerce has become an irresistible trend. In the face of increasingly fierce competition, what advantages do you think the GO Jiaju website has to better serve the industry?
Mr. Cai: For many years, I feel that we do not have too many advantages. We have only worked diligently in this industry for six years. In these six years, we have never understood furniture and become experts in the furniture industry. We can say our advantages. It only occupies more information in the industry; the second aspect, we understand what consumers need, understand the needs of the industry, integrate into our new business model through this series of needs, and get through this business model. The relationship between consumers and businesses.
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Reporter: We know that the website is focused on the amount of clicks in the early stage of creation, and the latter is mainly the optimization of resources. So, Mr. Cai, have you planned to optimize the GO Jiaju website? Is it convenient to disclose it to us?
Mr. Cai: Brand Pavilion is one of our resource optimization. Today, more than 95 % of consumers do not understand furniture brands. The purpose of my original brand pavilion is to let 70 % of consumers understand furniture. Now the Internet is developed, consumers. It can be learned through the Internet that the Internet industry has become a window for their products to display for manufacturers and distributors. The brand pavilion is only to help consumers understand the brand and help manufacturers to display the brand.
In the later period, GO Jiaju will become the core of the entire Aibo development system. Since the beginning of this year, we have planned to build a cloud service platform, which will serve the entire home industry, and the entire home industry will set off a new revolution.
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