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In today's digital age, it's well known that e-commerce platforms often offer lower prices than physical stores. As a result, many consumers tend to visit brick-and-mortar stores to experience products firsthand before placing their orders online. This trend has become so common that it's now referred to as the "showrooming phenomenon." In the home furnishings and building materials industry, this situation once caused significant losses for physical stores due to declining sales. However, things have started to change this year. Physical stores in the sector are now actively working to overcome the showrooming effect. More and more consumers are now starting their shopping journey online by checking the lowest prices of furniture and building materials on e-commerce sites. After identifying the best deals, they then head to physical stores to see the products in person, negotiate prices, and place their orders there. This shift marks the emergence of what is being called the "anti-showrooming phenomenon." Ms. Zhou, a recent homeowner, is a perfect example of this new trend. She recently completed her home renovation but hadn’t bought a bedroom lamp yet. She was drawn to a Philips light, checked its prices on Taobao and other platforms, and found the lowest price. Then, she drove to Jinsheng International Home, a nearby store. After seeing the actual product and confirming that the store could match the online price, she placed the order right there. When asked why she didn't just order it online, she said, “I think the renovation will be done soon anyway. Since the price is the same, I can see the real thing and make the purchase directly. Why go through the hassle of waiting for delivery?” According to Manager Wang from Wrigley Sanitary Ware, the rise of the anti-showrooming phenomenon isn’t surprising. He explained that products like bathroom cabinets and wardrobes require post-sale services such as measurement and installation, which are difficult to handle online. In physical stores, customers typically enjoy additional services like customized fitting and professional assistance, something that e-commerce cannot easily replicate. Ms. Ruan, who manages the Dailer mattress brand, shared similar insights. She mentioned that in physical stores, customers can feel the quality of the mattress more directly, experience its firmness or softness, and receive guidance from trained sales staff. These experiences help build trust in the brand, making it easier for customers to decide whether to make a purchase. Mr. Huang, another industry expert, compared the process to shopping for shoes in a mall. “Just as a salesperson would suggest you try on a pair of shoes, when it comes to furniture, how do you know if a sofa is comfortable without sitting down? Or how do you tell the texture of the material without touching it?” he said. He added that for expensive, large furniture items, online shopping lacks guarantees, so many customers still prefer buying from physical stores. Industry insiders believe that the unique characteristics of the home building materials industry—such as the need for in-person experience, installation, and after-sales service—have contributed to the rise of the anti-showrooming trend. For these new customer groups, physical stores should take full advantage of face-to-face interactions to build stronger relationships and encourage purchases. Editor in charge: GO Jiaju CC

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