On the one hand, consumers who are keen on online shopping are looking forward to the half-price promotion of the "Double 11" of the Tmall home decoration store; on the other hand, the home store that has been crouching for half a year is counting on the sales sprint of the end of the year. A few days ago, a nationwide 19 chain home stores jointly boycotted Tmall's “2013 Double 11†offline experience and online consumption triggered an uproar. In response to the joint action of the home store, the Tmall Mall public relations department responded that the home store "has no meaning to keep the cat outside, do not keep consumers and the Internet trend out of the door." Many consumers said that More concerned about whether you can use the online price to buy genuine furniture under the line counter. Event: 19 home stores across the country teamed up to boycott e-commerce. On October 29, Red Star · Meikailong Chairman Che Jianxin WeChat requested that merchants boycott Tmall offline activities. On October 30th, the family actually issued a message to the merchants. It is strictly forbidden for any merchant to spread or promote the “Double 11†activities on other e-commerce lines in any form in the store, and strictly investigate the merchants to use the Tmall POS machine to do online. Sales; by November 3, the number of home stores responding to the event reached 19. The responsible person of Red Star·Mai Kailong South China told reporters that the action originated from a document of the China Furniture Association Marketing Committee. The reporter saw in the document of the "Opinions on Standardizing E-Commerce Work" issued by the Chinese Association of Students on October 23 (hereinafter referred to as "Opinions") that the documents require major traditional furniture stores to attach importance to the e-commerce model and provide manufacturers and merchants with The new marketing platform, but at the same time to protect the legitimate rights and interests of consumers, reduce complaints arising from online and offline price differences, to protect the interests of dealers, can not disguise the store to become an offline experience place for e-commerce, can not let dealers become electricity The offline porter of the business. The 19 major chain or regional hypermarkets in the domestic home furnishing industry, including Red Star, Macalline, Real Home, JSWB, Jimei, Ouyada, Yuexing, Xi'an Daming Palace and Guangdong Louvre. Who is the winner of the traditional home store wars e-commerce platform? Tmall compromised the O2O cooperation to this regulation, a brand owner of a large chain home shopping mall complained: "We have removed all offline promotional ads about Tmall, and Mobile POS." He believes that "Opinions" only hangs the brand of the industry association, "it must not be able to write clearly against the Tmall 'Double Eleven'", but because of its offline hundreds of physical stores are mainly concentrated in the country. Red Star · Macalline, Real House, Ou Yada and other stores everywhere, so they dare not offend the offline store. It is understood that the company's products are mainly for groups of 25 to 40 years old, and its online sales accounted for 15% of total sales. On November 3, the public relations department of Tmall Mall issued a public statement saying that the home store "has no meaning to keep the cat outside, do not keep consumers and the Internet trend out of the door." According to informed sources, November 5 Tmall has quietly compromised and has issued notices to all home improvement businesses to lift the bilateral agreement on O2O cooperation. A Tmall issued the "Home Improvement O2O Business Termination Agreement Notice" shows that in view of the actual situation faced by the current Tmall platform operation, in order to avoid greater losses for merchants and consumers, according to the "Notice" Master Agreement It is agreed that the effectiveness of the O2O Supplemental Agreement will be terminated on November 20, 2013, and the Master Agreement will continue to be valid. In addition, according to an insider of a well-known home furnishing store, Tmall and the furniture category have lifted the O2O supplemental agreement, which means that the merchants will not be able to conduct online marketing activities such as Tmall and other e-commerce platforms in the future. Reason: Protesting e-commerce blatantly grabbed customer reporters and interviewed many industry executives and brand owners. Everyone agreed that "free use of people's venues is already inappropriate. If you blatantly grab money to grab customers, it will be a bit too much." Red Star·Mai Kailong South China District official said that Red Star·Mei Kailong is only implemented according to the relevant opinions of the superior supervisory association, in order to regulate the home e-commerce market, eliminate the online and offline prices, and safeguard the legitimate rights and interests of dealers. To reduce misunderstandings and disputes caused by consumers due to different prices online and offline. Wang Wei, general manager of Ouyada Home (Guangzhou), said that Ouyada Home does not allow merchants to hang the Tmall “Double 11†event LOGO in the mall. Merchants are not allowed to trade through e-commerce mobile POS machines. Of course, Singles is already a young group. Fashion festivals, if the merchants in the mall use the "Double 11" as a holiday gimmick, carry out offline discount promotions, the mall gives support. The head of the marketing department of Guangdong Louvre Home Furnishing Group told the reporter that as one of the members of the Bureau of the China Furniture Association Marketing Committee, the Louvre is indeed participating in the joint statement, but the current high-end home brand of the Louvre is not the online channel. A lot, but Tesco's store experience and consumption patterns have disrupted the normal market competition order of the home retail industry and will not support it. Wang Linpeng, the president of the House of Reality, told reporters that it was not against the development of e-commerce channels by furniture and building materials manufacturers, but rather the act of boycotting POS machines in the store. Can advocate the offline self-respecting multi-party relationship for the national boycott of the main home stores, the head of the Tmall public relations department said in an interview that online purchase of furniture and building materials is an irreversible trend, and now many home building materials manufacturers In the active adjustment of policies to adapt to the trend of online consumption, traditional home stores should also meet the consumer's price and experience needs, make a positive transformation, and achieve a win-win situation between traditional channels and e-commerce channels, rather than blindly reject. For example, the traditional department store Beijing Chaoyang Joy City has taken the initiative to express the willingness to be a Tmall "Double 11" fitting room. Customers are welcome to go to the mall to copy the item number and place an order online. For the traditional store and Tmall Mall this match, how many supermarkets and dealers in the store, but also in the Tmall Mall flagship store home brand is how to look at? Nippon Paint public relations department head said The products of the official flagship store of Nippon Paint are indeed cheaper than the store stores. Nippon has established a mode of online and offline double linkage. After the order is placed by the Nippon Tmall flagship store, the customer can either deliver the goods by logistics or Going to the local flagship store in Nippon to ensure that the authentic Nippon Paint products are purchased at a preferential price, thus smoothing the relationship between the manufacturers, Tmall and the dealers. Consumers: Online and offline purchases from the price line are more practical. For the traditional channel that has attracted national attention and the blatant battle against e-commerce, how do consumers who want to buy furniture at the end of the year look at it? The netizen "tutu" said: Selling a market to resist online consumption is tantamount to 'squatting the arm.' Just like blocking the flood, it should not be blocked, but to drain." Netizen "Spring is stunned" said: "For our ordinary consumers, it is going online. Buy or go to the store to buy, the focus is still on the price and whether the brand is genuine. If it is the same brand, the same model of the product, the store is only 20% less expensive than the online, I will still consider going to the store to buy, after all, thousands of pieces Money, things that are seen, touched, and smelled are more practical. For consumers, whether they can buy high-quality and inexpensive home building materials is their biggest concern. Some insiders say that some big brands Home building materials manufacturers, on the one hand, want to open up online sales channels, but do not want to offend thousands of dealers, and developed the so-called online products, the styles and models of these products The price is different from the store specialty store, many of which are OEM OEMs, which makes consumers unable to compare prices, resulting in complaints about the price and quality of many online and offline products. Industry: The right to fight for market discourse is the key reporter recently visited Many home stores in Guangzhou have learned that there are currently less than 5% of the home brands under the online store and Tmall's flagship store, which has a small market share. However, due to the continuous control of real estate, this year's home building materials retail The market is in a downturn, many stores are counting on the sprint of the end of the year, and Tmall’s move to jointly promote the online and offline promotion of 30,000 stores in 1,000 counties and cities across the country has indeed greatly impacted the interests of traditional stores and disrupted fair competition. The industry pointed out that with the popularity of online shopping, there will be more and more furniture, building materials and even custom home brands to open online flagship stores, this joint boycott can be described as the "knocking the mountain" in the home circulation industry, prevention In the first place, a senior furniture e-commerce person said that behind the behavior of the home store to boycott the "Double Eleven" It is the dispute over the right to speak in the home market. Whether it is prohibiting offline promotion or prohibiting mobile POS transactions, it is essentially to prevent the flow of passengers to the online, and it is highly targeted. In the home building materials industry, some traditional businesses swear to resist electricity. In the business model, some merchants have taken the lead in developing e-commerce. However, as a whole, brand owners are still in the hands of hypermarkets, especially in the home industry that re-experiences and re-distributes installation services. It is difficult to complete relying solely on the online model. However, some analysts pointed out that the traditional business model needs to be in line with the times, as soon as possible combined with the Internet and e-commerce, in order to grasp the rapid development of consumer shopping channels and consumer habits while controlling the resources of brand owners.
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