Furniture Enterprises From C2C To O2O Business Model Evolution Dynamic Mechanism Research

With the continuous development of internet technology, online shopping has become the normality. Since the rapid development of e-commerce has continuously lashed the traditional industries, furniture enterprises have utilized the internet technology to expand their businesses in the adversity. As a kind of newly-emerging business, it is the emphasis of this research how to guide these enterprises to elevate the competitive advantages and profitability by evolving business model into the impetus mechanism.This paper uses the SPS case study method of Professor Pan Shanlin, takes the business model evolution of Meilele.com as example and makes the conclusion that the furniture companies can enhance their competitive edges and profitability through the evolution of business model through plenty of research, interviews and phenomenon analysis. The evolution of business model is divided into two parts. One is the development accumulation of each phase and the C2C business model expands new marketing channels and changes the features of furniture consumption mode while such problems of the unrecognized business reputation and product quality, bad after-sale services and a single type of product types have greatly restricted the expansion of these enterprises. B2C builds the e-commerce platform in the form of enterprise, establishes the brand image and upgrades the characteristics of product quality; however, its greatest problem is the lack of off-line experience link. As for 020, this business model has off-line experience store, which is its biggest feature; however, its problem is that it can’t form a consumption loop. The other is to accumulate the features and problems of each phase in the development so as to guide the dynamic mechanism to promote the transcendence of different business models in different phases and form a new business model. In the evolution from C2C to B2C, "driving force" is standardized; "bottleneck" is the low conversion rate of the users of online shopping platforms, business reputation and product quality; "strategy" is to build the internet entrance, the e-business platform and supply chain system and mature operation team through "Taobrand", search engine and social platforms in order to solve the "bottleneck" of the evolution from C2C to B2C. In the evolution of business model from B2C to 020, "driving force" is large-scale and platform-based; "bottleneck" is capital shortage; "strategy" is to establish a one-stop shopping platform through financing, off-line experience stores and open platform of the 3rd brand so as to solve the "bottleneck" in the evolution process from B2C to 020.This research creates the internal mechanism of dynamic mechanism evolved from business model, analyzes the dynamic mechanism of evolution from C2C to 020 of furniture enterprises and provides a brand-new research direction for such enterprises to reinforce the competitiveness and profitability. This, on one hand, offers a supportive experience framework for internet-based furniture enterprises, while on the other hand, gives a broad idea for the enterprises which combines internet and the traditional industries to increase their competitive advantages and profitability.