长期以来，传统的方管厂家一直无法摆脱卖场进行有战略性、个性化的营销，在“互联网+”风口下产品、物流、售后服务等无法很好地适应市场需求，是方管厂家“翻船”的一大重要原因。另一方面，电商人才不能各就其位也是一个重要阻碍。很多传统方管厂家从工厂到电商，从生产到销售，并没有真正懂得电商甚至是方管的人在其位，“所有的问题，他们都推到工厂的身上。这样，许多正规的工厂难以和他们合作，而只能找小工厂，这样问题更多。”有业内人士认为，专业人才的缺失导致目前传统方管厂家尚不具备电商的基因，这也就根本造成了方管电商不利的生存和发展局面。互联网时代来临，电商渠道给方管厂家转型升级插上了腾飞的翅膀。如今，布局电商领域的方管品牌也越来越多，这充分的迎合了当下网络购物风靡的趋势。但是，方管厂家的电商之路上也是荆棘遍布，可以说，门企的电商布局尚未形成良好的商业模式，那么，面对这种境况，方管厂家该如何走好这条路?

For a long time, the traditional square tube manufacturers have been unable to get rid of the strategic and personalized marketing. In the "Internet +" outlet, products, logistics, after-sale services and so on can not adapt well to the market demand, which is a major reason for the "capsizing" of the manufacturers. On the other hand, it is also an important obstacle for e-commerce talents not to be on their own. Many traditional square managers, from factories to e-commerce, from production to sales, do not really understand e-commerce or even party managers in their position, "All the problems, they are pushed to the factory. In this way, many regular factories can hardly cooperate with them, but can only find small factories, which is more problematic. Some insiders believe that the lack of professionals has led to the lack of E-commerce genes in traditional square-managed manufacturers, which has fundamentally caused the unfavorable survival and development situation of square-managed e-commerce. With the advent of the Internet era, e-commerce channels have provided a booming wing for the transformation and upgrading of Fangguan manufacturers. Nowadays, there are more and more local brands in the field of layout e-commerce, which fully caters to the current trend of online shopping. However, there are many thorns on the way of the square tube manufacturers. It can be said that the layout of the enterprises has not yet formed a good business model. Then, in the face of this situation, how should the square tube manufacturers take this road?

线上线下分庭抗礼亟需形成闭环优势互补

On-line and off-line Chambers are in urgent need of forming closed-loop complementary advantages

不难看出，如今方管厂家在开展电商业务时，思路依然停留在“卖东西”的阶段。在操作上仅仅把互联网当做一个销售平台，销售方式也和传统模式相似。对于传统方管人来说，电商似乎只是线下产品的虚拟展厅、统一仓库和收银台，只要卖得好就OK，卖不好就暂时不卖，反正方管产品也不太适合在网上销售，线下永远是重点。在这样的思维模式下，方管厂家的电商平台势必与原有的线下实体销售终端产生利益冲突，引起这些经销商的反弹，最终黯然收场。原本应该互补的两大渠道，闭环迟迟无法形成，反倒变成了分庭抗礼的模式。

It is not difficult to see that, when we manage manufacturers in the development of e-commerce business, the thinking is still in the "selling" stage. In operation, the Internet is only regarded as a sales platform, and the sales mode is similar to the traditional mode. For traditional managers, e-commerce seems to be just a virtual exhibition hall, unified warehouse and cashier for offline products. As long as it sells well, OK will not sell for the time being. Anyway, offline products are not suitable for online sales, and offline products will always be the focus. In such a mode of thinking, the business platform of square-controlled manufacturers will inevitably have conflicts of interest with the existing offline sales terminals, which will cause the rebound of these dealers and eventually come to a dark end. The two main channels that should complement each other were unable to form a closed-loop, instead, they became a pattern of divisive resistance to etiquette.

要解决这个问题，必须从从供应链的角度重新考虑分工，就是如何让已有的渠道成为电商的支撑和优势，而不是互相剥离。

To solve this problem, we must reconsider the division of labor from the perspective of supply chain, that is, how to make the existing channels become the support and advantages of e-commerce, rather than peeling off each other.

互联网风口下水土不服亟需专业人才改善局面

Professionals are urgently needed to improve the situation in the face of Internet disobedience

2018年以来，家居业就发生了这么两件大事：一是中国家居行业首个香港上市公司皇朝家私，因经营乏力不得不出租实木工厂;二是天津本土代表品牌圣斯克，因流动资金链断裂而不得不停工。事实上，家居企业倒闭、老板跑路在近两年已经不是什么新闻，这预示着我国家居业已进入了洗牌期。

Since 2018, two major events have taken place in the household industry: first, the first listed company in Hong Kong, the imperial private sector in China's household industry, which had to rent out solid wood factories because of its weak operation; second, the local representative brand of Sansk in Tianjin, which had to stop work because of the breakdown of the liquidity chain. In fact, the closure of household enterprises and the running of bosses are not news in the past two years, which indicates that our country has entered a shuffling period.