Maxim Genke Biography

In the land of everlasting marketplaces, the date of publication: so one of the main trends of the year was the rapid growth of Internet trade in the regions. There is a version that marketplaces made a solid contribution to this, and even the malicious conservatives of the furniture industry are becoming increasingly difficult to ignore them. Companies have to change long-term strategies, adjust the development of their own retail and learn to work with online platforms.

To understand the situation, within the framework of the international exhibition of furniture, interior items, materials, components and equipment for woodworking and furniture production UMIDS, the FCPROJECT team conducted a discussion “Furniture Business: Platforms of Growth” about how companies work with differentiated sales channels. Furniture production in numbers will begin with objective indicators of the industry - does it have something to sell?

If you compare interest, you can see that furniture workers did a little more, but sold a little cheaper. The situation is generally unique, during observations this was only in the covid year. If you transfer interest into something tangible, then about 93 million items were released and sold them for billion rubles. True, according to statistics, sellers of metal office furniture have already been protruded: in this segment, in just 2 months, prices were noted 2.4 times.

This is not a reason for speculation, later this aberration will be explained, but it is better to know about it in advance. The association does not yet track which part of this flow goes through marketplaces, but in the future this statistics will probably appear. We did not expect this at the end of the beginning, but the pandemic helped a lot. At the beginning of the year, we talked with one of the leading manufacturers about sales through online.

And we are talking about billions of rubles, there are huge turnover. We must make a reservation that he was ready for this: there were sites, prepared staff and understanding of how to enter this market. By the way, he could not resist at this line, because one thing is a pandemic, another - when retail works at full power. How the marketplaces grow the furniture segment of e -commerce has not yet reached saturation and grows much faster than the indicators of the furniture industry as a whole.

Given that organizing a place on an online site is easier than making your own site that not everyone still has, marketplaces have a solid potential audience in stock. January passed well, February just below the expectations, but the increase in March completely compensated for this subsidence. We see risks in terms of improving the service, improving delivery speed, but we warn them in advance.

The fundamental components of the growth of marketplaces are its traffic on Ozon in the "furniture" category, technology is also a strong side and logistics. In the year we focus on the development of our warehouse infrastructure. The regulations for acceptance and storage of goods in our warehouses have already begun to change. For example, if earlier we could accept the goods weighing a maximum of 80 kilograms, now we can accept up to kilograms.

We are betting on large -sized goods. But these are not only sofas, beds, large cabinets, but also, for example, computer seats or tables that go for certain volumetric and weight characteristics that each marketplace has its own. And now we are fighting to put all possible furniture in our warehouses. ” The speaker noted that Ozon seeks to combine the delivery zones of small -sized and bulky goods.

In the future, Marketplais will be able to deliver any furniture. Moreover, delivery speed is a competitive advantage. The Council of Viktor Ivanov to those who work with their own retail: “If the goods cannot be put on our warehouse, for example, these are very large sofas, multi -collar departures, while also wardrobes, then it is very important for you to work with the delivery and geography of the coating.

Last year we had cool statistics, there the first place in popularity was occupied by bags-bags, and the second-the wardrobes from the "E1", which brought express delivery. Because the buyer, by pressing the button, understood that he would be brought in a specific position in a specific time. This regulation of delivery time gave the buyer more comfort. Therefore, the option with delivery must be tested, this is a growth point.

” According to the head of the category of “furniture and storage for the home”, Daria Shegay began to actively develop the category only from the third quarter of last year. But the dynamics can be evaluated by indirect signs: if the entire marketplace has grown 5 times over the year, then the furniture direction is 7. At the same time, the peculiarity of the young growing marketplace is that wherever there you are, you will fall into the growth point.

For example, the company has original work schemes for any business: manufacturers of furniture, online stores, distributors, and so on. Including, in Moscow we have now opened a warehouse specifically for furniture, which we will actively fill.And if we talk about online stores, then, for example, with Nonton, we work according to the scheme when the delivery of the seller goes, and we also discuss the new scheme “Order and take” when you make an order on our site and take it directly in the store of our partner.

That is, we give a hot client with whom you can make an additional sale and, accordingly, this is also a sales driver. ” In the year, the "furniture" has grown three times, and the current dynamics promises another two -time growth per year. The Internet is a lot of things to keep and even increase the dynamics of furniture sales: he introduced the assembly service, offers partners new tariffs, improves logistics and warehouse processes, invests in work with large -sized KGT products and launched his own brand of products for Pragma.

The average check in the “furniture” category has already increased from 5 to 7 thousand rubles. So, we work with storage, delivery, packaging of bulky goods. A large dimensions are sofas, wardrobes, cabinets. Previously, marketplaces focused on something small: tables, chairs, office chairs. But now sales have grown on these sites, for example, upholstered furniture, wardrobes. Obviously, our B2C digger is no longer afraid to take a large dimensions on marketplaces.

I believe that this is a new trend that has taken shape during the year. Over the year, we attracted to our online site near vendors, seriously worked with the expansion of the assortment, and now we focus on the development of the B2B channel. About six months ago, we began to invest intensively in it, we work very actively with hotels, with restaurants and so on. There is a very high average check, and the readiness of the B2B client will wait higher than that of the B2C client.

” The launch of the Pragma brand was attended by people who previously worked in IKEA and know how to approach home goods. It is interesting that not only Marketplais itself, but also vendors receive benefits from this project. This is a loyal audience that begins to actively buy, in favor of this says a high average check in the category of “furniture”. And it all started with a deal with IKEA.

Therefore, Yandex decided to create a similar brand on the Market site. I have engineers in my team, technology, designers, buyers, and we work directly with production. Basically, of course, we started with our former partners with whom we worked in IKEA. At their sites, we, in fact, produce furniture according to our drawings. We do not copy or repeat. We have already launched kitchens and dressing systems.

I think in the year we will launch a furniture designer. That is, we are actively moving from a small direction to large -sized. This project attracted many beginners, and in some of our partners, business is tripled from the quarter to the quarter. Because the main thing is to attract the buyer to the site, and then, if it is not interested in our brand, then its services are all width and the depth of the assortment of our partners.

” Avito is historically a strong enough site for furniture on order, and these categories feel great. Sellers love Avito, first of all, for flexibility in working with clients. This is a platform where you can work both according to the model of traditional marketplace and in the model of classical lyidogenation, when you attract customers to your retail, in some of your sales channels.

We continue to develop our services for sellers, continue to become more flexible and convenient. For example, we have a seller’s protection services, such as guarantees, prepayments, fair arbitration and so on. That is, we try to protect our customers, especially small sellers who have no legal departments and the ability to process any complex cases. And in this sense we are actively expanding.

We have a great furniture team, an examination is growing. That is, we are looking for people with industry experience, we constantly hire children from different furniture companies. And we are sure that our managers are competent people who are able to work competently with our clients. ” Avito plans to develop their logistics capabilities, provide customers with more opportunities for sending goods, bring to the ideal services for the sale of furniture on order, make them more convenient, and for large players.

You can expect a larger number of technical innovations: for example, automation of the sale of complex furniture positions and adding more opportunities for paying loans, installments, etc. How to make a retail to check the theory by practice, we learn how sales of companies that work both with marketplaces and their own retail. How they manage to balance their own long-term strategies and youth pressure from growing online sites.

Finally, we created a personal account, we optimize the warehouses, in general, we work. We are actively developing this channel, but in our presence on marketplaces there is nothing to say. ” Electronic sales of the company are growing much more intensively than retail.Small -sized goods definitely go online, and the lower the average check, the more noticeable this process. With large -sized goods, the situation is not so unambiguous.

On the one hand, the number of online kitchens sold and dressing rooms increases, because a person does not want to waste time traveling. On the other hand, if we are talking about complex quality products, then a trip to the store can save this time significantly. It is better to see the goods live once than read a hundred pages of descriptions. That is, we are used to overfulfilling the plan, and now we just fulfill it, and this is unusual for us.

Our main tools for sales stimulation are classic: the correct assortment, the availability of goods, short delivery, service, repeated purchases. And natural external advance to maintain the ratio of new and regular customers. For us, sales expanding is not only marketing, but also the physical appearance of a store in the city. This increases both retail and online sales, they simultaneously grow several times.

The physical presence of the brand gives a very significant increase in demand. As for the growth platforms in the market, there is no “silver bullet”. Companies have become more disciplined, marketplaces make everyone move faster, think more and improve.