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"Double 11" is the carnival of the network, but it is not necessarily a paradise for industry. It is not a business that everyone is willing to do. This time, the heavy punch of "Double 11" is the home industry, and the leading big brother is called Red Star Macalline.
Collectively say no
"Double 11" has not yet begun, and the war of words has started. The traditional store and Tmall [microblogging] home market battle began on the eve of the "double 11".
“It is strictly forbidden for any merchant to spread or promote the “Double 11†activities of other e-commerce lines in any form in the store; strictly investigate the merchants to use Tmall POS machines to make sales online; strictly prohibit merchants from being factories in other e-commerce lines. On the order delivery installation."
The three strict words are strictly forbidden, from the home store industry leader Red Star Macalline, before the "Double 11" approach, the home store on the net purchase of the enemy and friends, issued a ban. The reason is that you don't want to marry someone else alone.
Red Star Macalline Chairman Che Jianxin issued WeChat said that a large number of brands will use the Red Star store as the Tmall "Double 11" offline experience store, therefore, Red Star issued "three bans." He also said: "This is the Red Star is protecting them. They help to distribute the goods online for the sake of their own lives."
The three are strictly forbidden, and there is no room for bargaining. In the Chinese furniture store industry, it is the first time to treat a promotion with such a decisive attitude.
Resisting the "Double 11" has formed a certain degree of consensus in the middle of the home store. In the past, the industry with strong smell of gunpowder began to say the same voice. Seeing that Tmall will reach into his pocket, 19 home stores, such as Red Star Macalline, Real Home, and Ouada, signed the "China Furniture Association Marketing Committee" on regulating electronic products as a member of the Bureau of the China Furniture Association Marketing Committee. Opinions on business work.
On November 3rd, the actual home also said through the official WeChat that in order to prevent the store from becoming an offline experience store for other people's e-commerce, the dealers are disguised as offline transporters of other people's e-commerce. Manufacturers and merchants are strictly forbidden. Written permission, use the trademark or trade name of the store or the store for e-commerce promotion and publicity; without the permission of the store, install or use other people's e-commerce POS to transfer the business of the store to other places; record at the unreported store and adjust the price of the store In the case of consistency with the online, the promotion is carried out online at a price lower than the store."
Regarding the reason why the Tmall was blocked, the responsible person of Red Star Macalline told the new financial reporter that Red Star Macalline was implemented according to the "Opinions of the China Furniture Association Marketing Committee on Standardizing E-Commerce Work" as the China Furniture Association Market. One of the members of the Bureau of the Committee, Red Star Macalline fully supports the opinions of the China Furniture Association Marketing Committee on regulating e-commerce.
Actually, the director of operations has revealed to the media: "Tmall does not go to the physical store itself, does not solve the customer experience problem, but directly put the POS machine in the home store, it is tantamount to stealing money at home."
Why hate "cats"?
For the hype of many home stores, Tmall does not seem to care.
Alibaba [microblogging] public relations affairs official told the new financial reporter that Tmall's activities are to bring more benefits to consumers, those stores do not mean anything to keep the cat outside, can not put the e-commerce The trend is blocked, and Tmall will not be affected by it. O2O is a new exploration of the industry, which is good for business.
On November 8th, 18 home brands that settled in Tmall formed the "Double 11" Tmall Furniture Alliance, which is suspected of countering traditional home stores.
In this regard, the head of Alibaba's public relations affairs denied it. “The establishment of the Tmall Furniture Alliance is to recommend the best products to consumers, not to the offline 19 companies. The alliance is the sub-meeting of the 'Double 11' event, which is the self-issuance of the business,†she said.
Alibaba drew a huge cake with "Double 11". According to data released by Taobao, the sales of Taobao during the “Double 11†period was 5.2 billion yuan in 2011; the sales in 2012 was 19.1 billion yuan, up 267% year-on-year. All-Friendly Furniture last year's "Double 11" single-day sales broke through 100 million, which also stimulated major home furnishing companies. It is reported that the sales target of “Double 11†of Gujiajiao, the second-largest sales performance of “Double 11†home furnishing companies last year, was 400 million yuan.
According to data from the China E-Commerce Research Center, in 2009, sales of home decoration and building materials in China were 17.67 billion yuan, accounting for 2.5% of the entire home decoration industry; in 2010, sales were 22.8 billion yuan, accounting for 2.9%. In 2011, sales were 28.2 billion yuan, accounting for nearly 4%; in 2012, sales of home building materials and e-commerce had reached 70 billion yuan.
Although the situation of home e-commerce is good, user experience and after-sales service are still the most difficult problems to solve.
The e-commerce expert Tang Ren believes that the online is not coming, the offline is not the current status of the home market. “Online possesses the advantage of the trend, and the offline has the advantage of resources. This confrontation will definitely touch the nerves of traditional home stores and accelerate the process of e-commerce. How offline companies optimize their systems through games is a problem they need to think about. Tmall will find another way. The line is not a piece of iron. In addition to these 19 home stores, there are some scattered, dying companies that are likely to be bought by Tmall."
And Che Jianxin has not been optimistic about pure e-commerce. He once bet the media that "10 years later, if the share of e-commerce in the mid-to-high-end retail market exceeds 15%, I will give Wang Jianlin and Ma Yun [microblogging] 1 each. 100 million yuan."
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