Recently, news including the Red Star Macalline, the Real Home and other 19 major home stores in the country boycotting Tmall "Double 11 Activities" has aroused public concern. Yesterday, another news came out that Tmall sent an internal mailing to express the forced termination of the home improvement O2O project. This means that the furniture manufacturer's 50% madness will be aborted. At the same time, the reporter also learned from several home brands that some brands may withdraw from the Tmall Double 11 event, and some brands will make major adjustments to the Double 11 event.
Coincidentally, it is determined that it will become the e-commerce website of the first platform of domestic furniture e-commerce within two years --- Niuwo.com, after just five months of operation, it was closed when the double 11 approached.
Home e-commerce O2O mode, challenged!
Glossary
O2O mode:
(Online To Offline), that is, consumers experience and select products online, then return online to place an order, and then offline, responsible for delivery, installation, commissioning, etc. In other words, Tmall home improvement O2O project, that is, consumers go to the store to pick good furniture, then go back online to find the same model product order deposit, then go to the store to verify, receive, brush Alipay POS machine to pay off the balance.
Home store: Unless the online and offline prices are unified "O2O", it may exist.
This year, Double 11, Tmall first tested the water O2O in the bulk product industry. Going to the store to see the product, but finally brushed the money to Tmall. The home store undoubtedly acts as a free model, which clearly touches the fundamental interests of the home store.
The reporter learned from the members of the Chairman of the Marketing Committee of the China Furniture Association that the 19 home furnishing stores such as the Real Home and Red Star Macalline jointly signed the "Opinions on Standardizing E-Commerce Work", clearly stating: "No merchants are allowed in any form. Spread or promote the double 11 activities on other e-commerce lines in the store; strictly investigate the merchants to use the Alipay POS machine to make sales online; strictly prohibit the merchants from ordering the factory to install and install orders on other e-commerce lines.†Meanwhile, the store It also formulated corresponding punishment measures for the behavior of merchants to promote and participate in the “Double 11†activities in the store.
According to reports, in a joint resistance of 19 home stores, Tmall sent a group of internal mail, indicating that they were forced to terminate the home improvement O2O project. In this regard, the reporter called the relevant person of the Tmall Public Relations Department, the other party said it is not clear.
The person in charge of a well-known home store said that unless the price is the same as Suning, the traditional home store will not be harmed, and the home O2O model will have the possibility of existence.
Tmall test water O2O caused an uproar in the home industry, and the O2O model was challenged. It is said that it will become the first e-commerce website of domestic furniture e-commerce within two years --- Niuwo.com, when the double 11 is approaching, it also fell on the road of home O2O.
Many insiders analyzed that behind the collapse of Niuwo.com, the whole furniture e-commerce encountered difficulties. At present, domestic furniture and building materials e-commerce, it can be said that there is no real success, furniture e-commerce still needs time to do market training.
Brand agents: E-commerce also harms our interests
According to the reporter's understanding, some of the home furnishing brands who planned to participate in the Tmall Double 11 activities recently issued notices to relevant agents and home stores, saying they would not participate in the Tmall Double 11 activities.
In fact, home manufacturers participate in the Tmall double 11 activities, not only the home store joint boycott, as the agent of the manufacturer, in fact, is not willing to accept. "The products that we sell on the store and the products that are sold online are different. Even the products on the store will not display the products on the Internet." An agent who has represented a number of well-known furniture brands told reporters that the factory originally gave us The profit is not high. After the consumer places an order online, it is necessary for our agent to complete the post-sales and other after-sales service. No one is willing to do this. "Don't say that the store boycotts, our agents have to resist." An agent of a well-known flooring brand said that the online price is so low, it will definitely have a big impact on the physical store. "Online promotion, one more channel, manufacturers are naturally willing, But it hurts the interests of the agents."
Home electricity business talk
Take the road to e-commerce
Have a good supply chain transformation
"It doesn't make sense to keep Tmall out of the door. Don't keep consumers and the Internet trend out of the door." The head of the Tmall Public Relations Department responded recently to some of the home chain giants who were dissatisfied with their business participation in the "Double 11" event.
According to relevant statistics, in 2010, including furniture, the market capacity of the domestic household industry was 1,968.6 billion yuan, the e-commerce channel accounted for about 2.9% of the overall market share, and the e-commerce channel sales reached 11.2 billion yuan. In 2012, sales of home e-commerce climbed to 49 billion yuan, and it is expected that this figure will reach 70 billion yuan in the future. However, compared with the annual output value of Chinese furniture that has passed through trillions, the proportion is not high. How to treat home e-commerce? How to do a good home e-commerce? What are the difficulties encountered by home e-commerce... To this end, the reporter interviewed the relevant brands of home brands that have been successful in the home e-commerce industry.
Lin Zuoyi, founder of Lin's wood industry: it is difficult to unify the interests of online and offline
For the furniture e-commerce O2O model, Lin Zuyi, a family member of Lin's wood industry who started his business, has a certain say. Lin's wood industry is an authentic Amoy brand.
In 2011, Lin Zuoyi first launched the Foshan Experience Hall, wading O2O. Since then, they have established experience halls in Shenzhen and Beijing. He once wanted to find a balance between online and online, but all ended in failure. Lin Zuoyi said that at present, his offline store is mainly used for experience, and there is no plan to promote the offline experience store in a short time.
For the online and offline conflicts and contradictions generated by the O2O model in the home industry, he believes that the biggest factor is the issue of interest. Online and offline operations are different, costs are different, terminal market prices are different, and some brands have a large number of physical distribution distributors. How to deal fairly with the interests of various businesses may also hinder the unification of online and offline.
Where does the Chinese furniture e-commerce road go in the future? Lin Zuoyi said that everyone is only exploring, and no one can accurately predict what will happen in the future. The closure of a large number of home e-commerce companies has allegedly described the twists and turns of this road. E-commerce operations involve too many problems, such as the last mile service of furniture e-commerce, including delivery, installation and after-sales. Whoever has not solved the key problem, anyone has the possibility of going bankrupt.
All-Friends Home E-commerce Manager: Furniture E-commerce is still in its infancy
Most branded furniture began selling in e-commerce in 2010. In 2011, Quanyou also began to cooperate with Taobao to implement effective distribution of products for sale and physical stores to test water and electricity sales. Up to now, all-you-known products have increased by three times every year. Because furniture is a durable product, non-standardized large-size products, and furniture e-commerce is still in the primary enlightenment stage, it is not as easy to sell as jewelry, clothing and other fast-moving products.
In 2011, in addition to all-you-can, there are many well-known domestic brands such as Qumei and Xilinmen in Taobao. They also saw that the rapid growth of e-commerce can bring more sales methods. On the occasion of the upcoming 11th of this year, All-Friends Home is the first to launch the e-commerce model, combined with the previous year's sales experience, the implementation of e-commerce sales and channel sales combined, using the advantages of more than 3,000 stores across the country to do ground support, The price is achieved and effectively unified with the sales, and at the same time with the independent and complete sales system, activities and after-sales service system, the formation of a double 11 activities with all-you-round characteristics.
Yu Lei, Vice President of Xilinmen: Need to establish a complete and huge system support
After Xilinmen entered the Tmall platform, its e-commerce channel sales now account for 5% of total sales. The 5% value does not seem to be eye-catching, but as the e-commerce company has just started, the data is still in the forefront of the industry.
A brand's e-commerce road is not simply to hang products online. It involves a new channel area. How to build this channel is more effective, how to use it, how to transition, how to optimize products, product selection, product Standardization, optimization of logistics, balance between channels, etc., the transformation process of the supply chain, at the same time, enterprises must face the inevitable low-cost competition, counterfeit products and other issues in the early stage of e-commerce development, which even requires a complete and new A huge system is under support, and the consumption habits of the Chinese people and the environment in which the company grows cannot simply use the foreign experience. For the furniture industry, to take the road of e-commerce, we must have a high degree of branding and scale, standardization, the most important thing is to have a good supply chain transformation.
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