Amazon is coming for the furniture industry

Amazon即将进入家具市场

Business Insider · 2017-11-13 20:57

Business Insider · 2017-11-13 20:57

Amazon seems to have no limit to its ambitions. The company has launched a number of private-label clothing brands, and it has taken steps toward entering the pharmacy business.

Amazon似乎拥有无限的野心。该公司已经发行了众多自有的服装品牌,并且也开始逐步进入制药业了。

Now, it has set its sights on a new market entirely. The online retail giant has unveiled two private-label furniture brands, Stone & Beam and Rivet.

如今,它相中了一个全新的市场。这家线上零售巨头揭露了两家它的自有家具品牌,Stone & Beam和Rivet。

Both offer free returns for 30 days as well as a three-year warranty on all furniture. Calling Stone & Beam "modern farmhouse" and Rivet "Mid-century," the two lines target different consumers. Rivet offers "small-space solutions" and seems aimed at city-dwelling millennials. Stone & Beam incorporates country and modern touches for families with a little more money to spend.

它们两家都提供30天免费退换和所有家具的3年保修期。Stone & Beam的风格是“摩登农舍”而Rivet是“中世纪”,这两条业务线注重的是不同的客户。Rivet提供“小面积解决方案”并似乎是以居住在城市住宅的千禧年一代为目标人群。Stone & Beam结合了乡村和摩登风格主要人群是富裕的家庭。

These aren't Amazon Basics-style offerings. Neither brand chases low prices or offers Ikea-style values. Instead, the online retailer looks to be entering the "good value for the money" space. Think $800 couches in the Rivet line and $1,150 sofas under the Stone & Beam brand.

这些并不是Amazon通常的基本款风格。它既不追求低价格也不追求宜家风格的品质。相反,这个线上零售商似乎是想要进入“物有所值”这个市场。设想Rivet这条线下800美金的沙发和Stone & Beam这条线下1,150美金的沙发。

Clearly, Amazon wants to own every retail market it does not currently control. It can do that partially by selling other people's brands, but having its own gives it more flexibility. It also keeps it from helping another company build a following and then decide to stop selling through Amazon.

显然,Amazon想要拥有它目前还没有控制到的所有零售市场。它可以通过销售部分其他的品牌来做这件事,但是拥有自己的品牌可以拥有更多的灵活性。这同样也阻止了帮助其他公司建立口碑后而不再在Amazon上销售的事情的发生。

Of course, going private label also allows Amazon to cut out the costs associated with a middleman. It can have the hundreds of lamps, chairs, sofas, tables, and other items in each of these two lines made and then sell them directly to consumers.

当然,自有品牌同样也可以让Amazon削减掉一些中间人的成本。它可以让这两条线自己生产成百上千个台灯,椅子,沙发,桌子和其他的家具,然后直接销售给顾客。

Amazon is not alone in pursuing a private-label strategy. Target has revamped its clothing and furniture offerings to include a number of company-owned brands. This includes Hearth & Hand with Magnolia, from Chip and Joanna Gaines of Fixer Upper fame. 

Amazon并不是唯一一个追求自有品牌策略的公司。Target通过增加一些自有品牌而改进它的服装和家具销售。这包括与Fixer Upper节目里Chip and Joanna Gaines夫妇所合作的Hearth & Hand with Magnolia系列。

That line, which isn't furniture, includes "over 300 items spanning tabletop, home décor, and giftables," according to a Target press release. The company also has Project 62, a private label brand that includes everything from furniture to bath towels. 

该系列,并不是家具系列,包括了“超过300件从餐具,装饰到礼物的物品”,根据Target的新闻发布会得知。该公司也有一个Project 62项目,一个包括从家具到浴巾的自有品牌。

The challenge for any brand is creating demand. Target can build recognition through in-store displays, and partnering with the Gaines' gives those lines a built-in following.

对于任何品牌来说挑战在于创造需求。Target可以通过店内陈设来建立辨识度,而与Gaines的合作也会为该系列带来已有的客户。

Amazon has a bigger challenge on its hands, but the retailer likely uses its existing data to make product decisions. It almost certainly had enough searches on its platform for "tiny sofa" or "farmhouse chair" to justify entering the furniture space.

Amazon手上的挑战更加艰巨,但这个零售商可能会使用它现有的数据来进行产品决策。它差不多肯定已经拥有足够的关于“小沙发”或者“农舍椅子”在它平台上的搜索了从而决定进入家具市场。

Not every private label will work, but Wayfair has shown that there's a stronger-than-you-would-expect market for furniture that people are buying without actually seeing it or sitting on it. Amazon should be able to follow that model leveraging the credibility of its own brand name as well as its strong reputation when it comes to making returns easy.

并不是每一个自有品牌都会成功,但是Wayfair已经表示购买没有亲眼见过或者亲身感受过的家具,已有一个超乎想象的这样一个市场了。Amazon应该跟随这个模式利用自己品牌的信任度和在退货便捷这方面的强大名声。

In many ways, this is maybe not a toe, but not more than a foot, in the water for Amazon. It's two lines targeted at Millennials and young families respectively. Those are core customer bases for the online retailer and are both groups more likely to have limited experience and loyalty when it comes to buying furniture.

从多方面来讲,这对Amazon的业务来说既不会小如脚趾也不会大如脚掌。这两条业务线分别以千禧年人群和年轻的家庭为目标群体。这些都是线上零售的主要客户群体并且在购买家具方面都缺乏经验和忠诚度。

Amazon has made it feel normal to buy nearly anything online. There's no reason it won't be able to do that in furniture and this could be just the start of something that grows to be huge.

Amazon让人们觉得在线上购买任何东西都是正常的。因此没有理由做不成线上购买家具,而且这可能正是一切变得巨大的开始。(11月11日)

翻译/张Rachel

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