When the "Ma Yun" hands reached the pockets of the "car construction new", the dispute broke out.

This happened on the eve of the "Double 11", the battle between traditional home stores and e-commerce became the most controversial topic in the home industry this year.

For a long time, domestic large-scale home stores have the core competitiveness of offline experience, especially expensive large furniture, and few customers directly purchase online. On the other hand, household products are “semi-finished products”, and the cost of remote distribution and installation is high. The home stores have unique advantages in localized distribution and installation.

In the past ten years, home stores, as the mainstream channel of the home industry, have become a loop that cannot be circumvented in the home industry chain. In particular, the chain stores with a large coverage area of ​​the store have long held the right to speak in the terminal channels of the home industry.

In the first half of this year's "Double 11", Tmall announced its operational plan - breaking the online and offline business boundaries for the first time, and the home industry is also included in this plan.

Tmall collects a number of home brand companies and dealers in various regions on the e-commerce platform, taking online ordering and offline picking methods, and promoting together.

On October 23, 19 traditional home stores including Red Star Macalline and Real Home, collectively issued a notice to all of their stores to boycott Tmall.

After the "Double 11" many traditional home stores issued a "blocking order" for Tmall and other e-commerce platforms, a big discussion on how the home industry responded to "e-commerce", in the "10th China home furnishing industry development peak" The forum and the 2013 Guangdong Home Furnishing Industry Annual Meeting will be launched.

The discussion topic of traditional home stores on Tesco and other e-commerce platforms has also risen from "blocking" to "revolution".

Collective "blocking order"

In fact, Tmall’s “Double 11” shopping carnival, which was launched in 2009, has set an alarming record for the calendar year. Last year, Tmall’s “Double 11” shopping festival shocked the retail industry with a one-day transaction volume of 19.1 billion yuan. In the home industry, last year's "Double 11", the all-day home flagship store's single-day sales broke 100 million yuan.

The power of the example is endless. In the general downturn of the home industry, the huge sales drive of the Tmall platform attracts home brands.

On the basis of previous years, this year, Tmall "double 11" promotion has a new game. Tmall has opened the brand store offline store and the online Tmall flagship store through the Tmall wireless client and Gaode map. More than 30,000 offline stores of more than 300 brands have joined in, and the number of online participating brands has reached 20,000. Multiple. Many home brands have also been included in this program.

The implication is that Tmall collects the major home brands and regional distributors of the brand on the e-commerce platform, playing the "Double 11" promotion game together, while the terminal channels such as home stores are left behind.

Although Tmall said that it is a cooperative relationship with offline stores, it is not entirely harmonious.

On October 23, 19 well-known home stores including Real Home, Red Star Macalline, Yuexing, Ouyada and Jimei jointly issued a “blocking order”.

The opinion of the actual home about regulating the work of manufacturers and merchants' e-commerce shows that it is forbidden to use the store or use the trademarks and trade names of the stores for e-commerce promotion and publicity without written permission from the store; it is forbidden to install or use other people's electricity without the permission of the store. The POS machine will transfer the business of the store to other places; it is forbidden to carry out the promotion on the online at a price lower than the store price if the case is not reported to the store and the price of the store is adjusted to be consistent with the online price.

The Red Star Macalline said that 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; strictly investigate the merchants to use Tmall POS machines to sell online; strictly prohibit Merchants ship orders for factory orders on other e-commerce lines.

The boycott of 19 stores seems to have played a role. Subsequently, Tmall was forced to stop the home O2O promotion plan. In the home store, it won the "first phase of victory".

In fact, in the big home O2O launched by Tmall, Red Star Macalline, Real Home and other stores are the main body of O2O. Tmall chooses to cooperate directly with the store merchants, actually bypassing the O2O main body, which makes Red Star Beauty Kailong, the home of Guru and others believe that their interests have been robbed.

Tmall can only provide the function of "ordering" and "payment", and the offline experience and installation necessary for product sales depends on the stores such as Red Star Macalline. After Tmall cooperates directly with the merchants, the offline experience of the store supports Tmall's transactions, but it does not bring direct benefits to the store.

The traditional store boycott of "Double 11" is a game of two forces. Alibaba said that this is "a direct and direct confrontation between a traditional retail format and a new retail format."

E-commerce problem

The profit model of traditional stores is mainly through collecting rents from merchants, and Tmall's home e-commerce and the store itself have no direct conflict of interest. In the eyes of outsiders, the reason why traditional home stores jointly boycott Tmall is nothing more than "not willing to make a wedding dress for others."

However, at the “2013 Guangdong Home Furnishing Annual Meeting” held in Houjie, Dongguan, Che Jianxin, chairman of Red Star Macalline Home Group, explained the impact of Tesco and other e-commerce platforms on the home furnishing industry. The field "played the revolution of local tyrants." In his keynote "E-commerce Trap", Che Jianxin described the revolution as follows: "The life of home factories, dealers, and stores."

In 2013, “Double 11”, the online sales of homes was 2.4 billion yuan, of which the sales of medium and high-end homes was about 500 million yuan.

Although under the multiple “conflicts”, many traditional home stores have boycotted the “Double 11” activities of e-commerce providers such as Taobao, but it does not mean that traditional home stores will “dead” with e-commerce. In fact, in recent years, from home furnishing companies, to homes such as Red Star Macalline and Real Home, they have started to build their own e-commerce platforms and spend a lot of money.

However, Ding Zuohong, chairman of Yuexing Group, said that the traditional model of the home furnishing industry is accepting the challenges of modern online shopping and e-commerce. Although many home furnishing companies are exploring e-commerce, there is still no real research that can complement each other online and offline. Method.

In July last year, Red Star Macalline officially launched the e-commerce platform Hongmei Mall. After half a year, the Red Star Macalline E-commerce project has undergone personnel changes. In March of this year, Hongmei Mall was renamed Xingyijia.

Although the Red Star Macalline has been ignorant of the e-commerce project, the rumors about the huge loss of money and poor operation of Hongmei Mall have not been interrupted.

At 9:00 pm on October 22, Liu Yang, founder and CEO of Niuwo.com, said on his certified Weibo that the project was suspended and the investors recovered all of the company's assets. This traditional store, Wuhan Ouyada Investment, Liu Yang and other Internet entrepreneurial teams, with a total investment of tens of millions of yuan, the first phase of the preparation of 6 million yuan of cattle nest network, all the members were cut overnight.

However, people familiar with the matter told the "First Financial Daily" that the Niuwo network project was only temporarily suspended and is currently in the management team. In the near future, the cattle network will be back.

Like Red Star Macalline, professional home building materials stores JSWB and Jin Haima have also launched a dedicated e-commerce platform, and the home of the company has also launched its e-commerce platform this year.

However, due to insufficient operational experience, high logistics costs, online and offline price differences, and after-sales services, the e-commerce road of traditional home stores has not been smooth.

In fact, the traditional home building materials store to do e-commerce, there is an irreplaceable advantage, that is, has a huge network of offline entities.

For the home furnishing industry, non-standard products account for a large proportion, and offline experience and after-sales installation services are particularly important.

From this point of view, in the home stores such as Red Star Macalline, which has a large physical store channel across the country, once the e-commerce model is straightened, the prospects should be good.

Convenient folding for long battery life.

Electric scooter

fold

Jiangsu Anywhere Mobility LTD. , https://www.annelectricscooter.com