Home e-commerce conflict resolution
On the one hand, 19 home stores jointly boycotted the Tmall O2O project, and on the other side, Beijing Joy City, Yintai and other traditional channels “voluntarily become a double 11 fitting room†actively seek online integration. A double 11 promotion war, pushing the terminal channel and O2O competition to the cusp. In this regard, some insiders commented: "Don't keep Tmall and Internet trends out of the door."
Traditional channel
According to reports, the largest 19 chain or regional hypermarkets in China's home furnishing industry – such as Real Home, Red Star Macalline, and Jisheng Weibang – have jointly signed a “Opinions of the China Furniture Association Marketing Committee on Standardizing E-Commerce Workâ€. The "Opinions" clearly stated, "You can't disguise the store to become an offline experience place for e-commerce, and you can't let the dealer become an offline porter for e-commerce; when manufacturers and merchants conduct low-price promotions online, they must go to the store. Wait for the main partners to report and adjust the price of the store to be consistent with the online; it is not allowed to transfer the business of the store to other places for trading through the E-commerce mobile POS."
According to industry analysts, the O2O project that was boycotted this time is actually the first attempt of Tmall this year. The goal is to achieve online and offline linkages, encourage brand owners to hang LOGO, paste logos, scan QR codes, and receive discounts. Voucher, and install a POS machine, and send the money directly to Alipay. This series of measures just rushed to the offline merchants, especially the "cheese" of the home store with an average transaction price. It is no wonder that these traditional stores "Dayu" will rise up against it.
Home e-commerce
Although it has been “counter-attack†from traditional channels, many home brands have already begun to embrace the Internet. Many well-known domestic home brands have already opened flagship stores in Tmall. It is understood that in order to prepare for this double eleven, as early as a few months ago, most brands have begun to prepare goods in advance, expand warehouses, upgrade logistics and distribution systems, reserve professional staff such as installation masters and customer service. At the home e-commerce double 11 swearing-off meeting held on October 22, representatives from 30 home brands jointly vowed to make the best cooperation with the best products, the fastest logistics and the best service. The eleventh campaign.
At the same time, in response to the consumers' most concerned about the quality of online shopping, logistics, services, etc., 18 furniture brands represented by Lin's Wood and All-Friends joined hands to form a big 11-day cat furniture alliance, and initiated "I promised pro Supervise; buy furniture on Tmall" activities, promise to use the hot and environmentally friendly materials, adopt a safe and stable design, to ensure the logistics speed of "order delivery", as well as "scheduled delivery time" and other intimate and convenient services, The most bleak horn for this battle.
Tmall furniture pre-sale for 5 days broke
In the face of the embarrassing home e-commerce, the "blocking" of traditional stores may be difficult to significantly affect the sales performance of this year's Tmall double eleven. In fact, as of the fifth day of Tmall's pre-sale, the total pre-sales of the above 18 home brands have exceeded 100 million yuan. The popularity of home e-commerce can be seen.
Ma Yun said at the awards ceremony of the 2012 CCTV China Economic Person of the Year: E-commerce can't completely replace the retail industry, but basically replace it. More critically, e-commerce is now only a revolution in traditional retail channels, and in the next three to five years, it will enter the manufacturing revolution until it affects lifestyle changes.
The era of O2O is in sight, and the fate of the traditional store is about to change. It may be a consensus, as some industry experts have said, "If you continue to stand still, killing the traditional store will not be Tmall, but the store itself."
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