Research On The Value Creation Path Of Customized Furniture Enterprises’ Omni Channel Development

The release of policy dividends,the acceleration of urbanization process,and the improvement of people’s income level in China have laid a solid foundation for creating value for customized furniture enterprises.However,the sudden change in the economic development situation requires customized furniture enterprises to seek a path more suitable for enterprise value creation,especially the sudden outbreak of the COVID-19 in 2020 and the successive thunderstorms of real estate enterprises in 2021,which led to many customized furniture enterprises being deeply affected by traditional channels,resulting in income increase without profit increase,and the industry as a whole was in a downturn.In such a severe situation,OPPEIN can maintain a rapid net profit growth rate with its omnichannel development model,and its comprehensive ranking remains stable at the top of the industry.It even became the first customized furniture enterprise with a market value exceeding 100 billion in 2021.It can be seen that the rationality of channel layout and the effectiveness of channel management are one of the paths for creating value for customized furniture enterprises.This article analyzes the advantages of various channel layouts and management in the omnichannel development process of OPPEIN,aiming to provide specific paths for value creation of customized furniture enterprises and achieve healthy development of the enterprise.Through the research in this article,it is helpful for Chinese customized furniture enterprises to expand new channels,attach importance to channel management,and thereby increase market share,continuously creating value for enterprises.It is found through research that under the dual pressure of the COVID-19 and the real estate thunderstorm,OPPEIN can still create new value for enterprises,and as a leading enterprise in the industry,OPPEIN has mature experience in omni channel development.Therefore,this article is based on dynamic capability theory,core competitiveness theory,etc.,and analyzes the value creation path of Omni-channel Development of OPPEIN through grounded coding methods.It is found that Omni-channel Development can enhance the dynamic capabilities of enterprises,and dynamic capabilities can realize the value proposition of enterprises,promote value formation,and ultimately create value.At the same time,based on EVA,financial indicators,and non-financial indicators,qualitative and quantitative research methods are used to analyze the value creation effect brought by the omnichannel development of OPPEIN.Multi-angle analysis can enhance the reliability of the results.Research has shown that after the omnichannel layout of OPPEIN,its market share,brand influence,and innovation ability have all been improved.However,the monetization in data shows an upward trend in operational and profit indicators.Finally,from the case of OPPEIN,the conclusion of this study is drawn that in order for customized furniture companies to achieve value creation,omnichannel development has become inevitable and urgent.OPPEIN’s omnichannel development model can effectively promote enterprise value creation,and its channel management and channel resource integration capabilities are worth learning from other customized furniture companies.In addition,although this article breaks through the classic research content and supplements the relevant theoretical research on the value creation path,using a grounded coding method to bridge the path between omnichannel development and value creation,due to multiple factors such as time constraints and environmental constraints,the data validation of the model part of this study is still insufficient.It is hoped that the above difficulties can be overcome in future research and learning,and the shortcomings of the existing research in this article can be supplemented.