In China in November, Internet shopping has undoubtedly become one of the hot search terms, while Tmall is a core member of the hot word!
However, this year's massive amount is no longer a promotional message for the water, or a speculation that the "Double 11" Tmall can sell tens of billions. Such as the home market boycott, counterattack the words of Tmall, frequently appeared. The omnipotent Tmall suffers from a long-lost "success".
Tmall launched O2O, which made the home store collectively cast a name, what is the fear of the home store? After the collective counterattack, Tmall "surrendered", what is it afraid? Online and offline game upgrade, what is the intention behind the battle? Therefore, the reporter conducted an in-depth interview to explore the reasons.
Online attacking Tmall homes to sacrifice "killing skills"
Full screen promotional information, bombing-like shopping reminders. Tmall Mall, a few days before the arrival of “Double 11â€, frequently intensively like a netizen to send a signal: “Pick the goods in advance, then click the mouse.†Like the previous “Double 11†eve, every time, traditional merchants Feel tremendous pressure.
The cooperation between home and online competition will be a trend in order to further expand market performance. This year, Tmall "Double 11" is the main O2O model, including the home industry with limited promotion.
As the new O2O model of this year's nirvana, Tmall has some explanations. The promotion plan announced on October 15th shows that this year's "Double 11" will promote online and offline access to more than 1,000 counties and cities in China. More than 30,000 brand stores. In this mode, consumers can make online orders and obtain online discounts through QR code and other methods while online, and then charge, install, debug, etc. (previously reported).
It seems that all the information conveys a result, the home is big, it is about to open, and the huge sales are very promising. However, just as Tmall plans to advance as scheduled, the home offline channels have collectively voiced and held a group counterattack.
Offline counterattack
19 home stores jointly boycotted "to the merchants to start the mobilization meeting, telling them that this is the Red Star is protecting them, they help the online distribution in order to make a small profit, and in the fight for their own lives." October 29, the red star spread online The three bans issued by the chairman of the company, Che Jianxin, in its internal working WeChat group “Group Operation Line†quickly became popular. One of the bans said: "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."
Along with the boycott of the boycott, 19 home chain stores including Real Home, Red Star Macalline, Jisheng Weibang and Yuexing jointly boycotted Tmall's “Double 11†O2O marketing campaign. In the end, Tmall made a concession and issued a "Home Improvement O2O Business Termination Agreement Notice" to the home improvement category business, which stated that "the effect of the O2O Supplemental Agreement was terminated on November 20, 2013." In this regard, Tmall's well-planned home O2O plan was forced to die on the eve of "Double 11".
Consumers experience online shopping 17 kinds of goods cheaper than physical stores 10,000 yuan in the store to choose a sofa, bathroom, furniture ... can be on the spot one does not buy all online orders, this is a new shopping habits of many consumers today.
In 2013, Mr. Liu, a citizen of Changchun, finally moved into his new house. The house is beautifully decorated, especially the bathroom products are Wrigley, Kohler and other big brands. When visiting relatives and friends, they will praise. Whenever this happens, Mr. Liu is very happy. Because, the online shop helped him save a lot.
“It’s very complicated to make a house renovation. The idea at the time was very simple. I bought some high-end brands that I can use.†In order to better understand the price and brand influence of the products, the procurement cost is kept within the budget, Mr. Liu It took a month to visit the local home stores. Looking at the goods on the spot, copying the price than the style, and asking the people to find the bottom price... According to him, after mastering the general situation of the goods to be purchased, a preliminary conclusion was drawn. Most of the price has no room for negotiation. Discounts can be compared with psychologically expected prices. What should I do? When I chat, my friend’s sentence can’t go online to see 呗 (online shop), and wake up the confused one.
"I don't know, all the goods I saw in the store, there are sales online." Mr. Liu told reporters that the preliminary inspection was very useful, at least to the heart. After talking with several shopkeepers, after negotiating the details of price and logistics, formally place an order.
In this shopping list, there are conjoined toilets, bathroom cabinets, large bathtubs, and small items such as hot and cold water faucets, showers, triangle valves, hardware pendants, and a total of 17 items. There are a lot of goods, and the price concessions are obvious. He gave reporters an example. If the same goods were purchased locally, even if the friendship price and activity price were added together, the latter was at least 10,000 yuan cheaper than the former. Among them, the most representative brand-name bathtub, the local physical store price is 23,000, the store special price is more than 70%, and people are also required to get more than 50%. But the online purchase counts less than 8,000 yuan.
"Installing the local can find people, more than 600 will be all done, early fear of things to no one to install, now, worry is redundant," he said.
Offline merchants online shopping forced "grab money" obviously recently, a furniture brand agent Ms. He's mobile phone constantly received promotional information about "online shopping offers", if placed in the past, she will not look at it, but now Different, all relevant short messages received will be carefully reviewed.
“The reason why I did this was because of complaints from employees.†She told reporters that some employees mentioned more than once that there are quite a few people who go to the store now, and the price is also in place. But the guests are “not paying for moneyâ€, always “ Let's take a look at the reason for leaving the store. After a few days of tracking back visits, the other party said that they have already bought it online. Ms. He reluctantly said that in the past, only traditional clothing, shoes, hats, small appliances and other businesses were affected by the Internet. I did not expect that this fire would actually burn into the home field.
The entity sees the goods, orders online, and the "grab money" signal that is transmitted is not only the one who Ms. He perceives. “The online shop merchants have the advantages of low inventory pressure, low operating cost, and unlimited operation scale.†There is a factory in the Misha Industrial Park, a physical storefront in many local home stores, and two furniture brands. In an interview with the reporter, the manager admitted that the trend of marketing can not stop, the phenomenon of online shopping forced to physical business is objective, especially those "unchanged" pipeline brands, the "experience" probability is greatly improved. For the change in income, his image metaphor, a friend of the first-line furniture brand, last year's 10 million sales can have 3 million profits, only 1 million this year.
The manager said frankly that his company has already bid farewell to the finished furniture agent, but personalized customization. The reason for this is that it is differentiated from the online store. Not only does it open an online store, the purpose is to interact online and offline, and adapt to the trend. When reporters visited the home stores in various urban areas of Changchun, some brand agents also expressed their resistance to online and offline competitions, which caused more or less impact on physical stores.
The reporter's investigation focus is that mid-to-high-end brands can easily find through market research. In the home market, the main factors affecting consumers' shopping intentions are brand and quality, price, logistics, after-sales and service, among which the price factor is the most value.
During the investigation of the reporter's investigation, it was found that the current local market, the most obvious online resistance of household goods is the mid-to-high-end brand. Therefore, similar commodity brands have greater influence and higher prices. Consumers are relatively cautious when purchasing, and important. The reference is the price cost. Compared with the former two, low-end household goods have lower profits, mainly relying on profit. Consumers do not pay much attention to online prices when choosing such products. Therefore, the focus is mainly on middle and high-end brands. This is also the main commodity that is most valued by large-scale stores.
The reporter found that this situation is more obvious in major shopping websites and professional large-scale stores. From thousands of dollars to hundreds of thousands of household items, the most abundant types of goods.
"Looking at the national market casually, my home owner pushes this original price of 15,000 yuan shower equipment (price), I can give you a 40% discount, no less than 30% off in the physical store." On the Tmall agent a certain line of bathroom brands Ms. Li told reporters in Aliwangwang, “Some people say that online is cheap, so it is unfounded. The online store is also authorized by the agent. It is directly to the factory agent, there is no storefront, personnel, ground promotion expenses, so the price is cheap. If you buy a product that you are worried about is a fake, you can send a screenshot directly to the manufacturer to verify the authenticity."
The reason for the investigation is caught in the flood season
There is always a reason behind the war.
"Frozen three feet is not a cold day, you come to the store to pick the goods, place an order online, watch the money from the pocket and be taken away by others, who can be happy when the customer is taken away by others, this is the focus of contradiction." Local An unnamed home store marketing manager said that they all rely on channel traffic to eat. The fundamental conflict between the two parties lies in the distribution of benefits. Although Jilin Province did not respond clearly in this boycott, practitioners still care about this. After all, things are "big things" in the industry.
According to industry insiders, operating costs are too high, expansion is too fast, and home e-commerce challenges traditional store models have put traditional home stores into a flood season. According to public data in 2012, there are more than 10 well-known home stores in the country in only one year. Closing the door is a good example.
The data of the Circulation Industry Development Department of the Ministry of Commerce and the China Building Materials Circulation Association further confirmed the fact that the profit declined. In 2012, the annual sales of building materials and furniture stores above designated size were 1,246.7 billion yuan, down 2.46% year-on-year, compared with 1-3 in 2013. Monthly cumulative sales were 213.6 billion yuan, down 2.43% year-on-year.
“The core interests of traditional physical storefronts have been touched, which is unacceptable to these merchants.†Zhang Yi, CEO of Ai Media Consulting, told reporters that when standardized goods are becoming more and more mature, traditional home selling places can provide goods online. Basically can be found, which to some extent subvert the original home store model, and squeeze out the price of water, grab the physical store traffic, home e-commerce is infiltrating into all corners of the market. It is also unacceptable to traditional merchants, bypassing the payment in the mall and directly selecting online payment, which is a challenge for home store management itself.
In the future, I suspect that the traditional store entry threshold or lower Tmall's home O2O plan, although I did not want to catch up with the consumption of the "double 11" shopping express, the plan to stop, does not mean that the traditional home store and e-commerce between the future There will be new battles, and the rumors of the market and the e-commerce team, re-distribution of interest is possible? For the future of the home industry, industry insiders and experts have different speculation and thinking.
There is little chance that the combination of the store and the e-commerce will be "this is definitely not the last time. Simply resisting is not a long-term solution. There are e-commerce companies with home business. Not only Tmall, but all e-commerce companies have seen this fat, home industry. The profits are very rich, and e-commerce has always hoped to enter the industry." Zhang Yi said that it is foreseeable that the future home industry will experience pain, so that the benefit of the people may be a short-term antidote. In addition, it is not impossible for the store to cooperate with e-commerce, but this possibility can be said to be minimal. There are two reasons. First, e-commerce companies such as Tmall rely on their own traffic. Traditional entity sellers have no advantage in this respect, so there is no reason for cooperation. Secondly, the redistribution of interests, traditional home stores will not rush to choose cooperation, because they also have online O2O platform, such as the home of the home, Red Star Macalline and other sellers will not share their full set of resources because of small profits, Doing is to subvert the traditional profit model.
E-commerce sells home is a trend Some people say that due to the constraints of logistics, marketing channels, after-sales service and other factors, even with the user experience, e-commerce can only be a short-lived home. However, in the view of Fu Wenguang, vice chairman and secretary general of the Jilin Province Furniture Association, this is definitely a bias. “Many members will feel the potential crisis when they chat, and e-commerce sells home is a trend.†He believes that the constraints of logistics distribution, marketing channels, after-sales service and other factors are not necessary, and the market matching is a process. When maturity increases
However, this year's massive amount is no longer a promotional message for the water, or a speculation that the "Double 11" Tmall can sell tens of billions. Such as the home market boycott, counterattack the words of Tmall, frequently appeared. The omnipotent Tmall suffers from a long-lost "success".
Tmall launched O2O, which made the home store collectively cast a name, what is the fear of the home store? After the collective counterattack, Tmall "surrendered", what is it afraid? Online and offline game upgrade, what is the intention behind the battle? Therefore, the reporter conducted an in-depth interview to explore the reasons.
Online attacking Tmall homes to sacrifice "killing skills"
Full screen promotional information, bombing-like shopping reminders. Tmall Mall, a few days before the arrival of “Double 11â€, frequently intensively like a netizen to send a signal: “Pick the goods in advance, then click the mouse.†Like the previous “Double 11†eve, every time, traditional merchants Feel tremendous pressure.
The cooperation between home and online competition will be a trend in order to further expand market performance. This year, Tmall "Double 11" is the main O2O model, including the home industry with limited promotion.
As the new O2O model of this year's nirvana, Tmall has some explanations. The promotion plan announced on October 15th shows that this year's "Double 11" will promote online and offline access to more than 1,000 counties and cities in China. More than 30,000 brand stores. In this mode, consumers can make online orders and obtain online discounts through QR code and other methods while online, and then charge, install, debug, etc. (previously reported).
It seems that all the information conveys a result, the home is big, it is about to open, and the huge sales are very promising. However, just as Tmall plans to advance as scheduled, the home offline channels have collectively voiced and held a group counterattack.
Offline counterattack
19 home stores jointly boycotted "to the merchants to start the mobilization meeting, telling them that this is the Red Star is protecting them, they help the online distribution in order to make a small profit, and in the fight for their own lives." October 29, the red star spread online The three bans issued by the chairman of the company, Che Jianxin, in its internal working WeChat group “Group Operation Line†quickly became popular. One of the bans said: "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."
Along with the boycott of the boycott, 19 home chain stores including Real Home, Red Star Macalline, Jisheng Weibang and Yuexing jointly boycotted Tmall's “Double 11†O2O marketing campaign. In the end, Tmall made a concession and issued a "Home Improvement O2O Business Termination Agreement Notice" to the home improvement category business, which stated that "the effect of the O2O Supplemental Agreement was terminated on November 20, 2013." In this regard, Tmall's well-planned home O2O plan was forced to die on the eve of "Double 11".
Consumers experience online shopping 17 kinds of goods cheaper than physical stores 10,000 yuan in the store to choose a sofa, bathroom, furniture ... can be on the spot one does not buy all online orders, this is a new shopping habits of many consumers today.
In 2013, Mr. Liu, a citizen of Changchun, finally moved into his new house. The house is beautifully decorated, especially the bathroom products are Wrigley, Kohler and other big brands. When visiting relatives and friends, they will praise. Whenever this happens, Mr. Liu is very happy. Because, the online shop helped him save a lot.
“It’s very complicated to make a house renovation. The idea at the time was very simple. I bought some high-end brands that I can use.†In order to better understand the price and brand influence of the products, the procurement cost is kept within the budget, Mr. Liu It took a month to visit the local home stores. Looking at the goods on the spot, copying the price than the style, and asking the people to find the bottom price... According to him, after mastering the general situation of the goods to be purchased, a preliminary conclusion was drawn. Most of the price has no room for negotiation. Discounts can be compared with psychologically expected prices. What should I do? When I chat, my friend’s sentence can’t go online to see 呗 (online shop), and wake up the confused one.
"I don't know, all the goods I saw in the store, there are sales online." Mr. Liu told reporters that the preliminary inspection was very useful, at least to the heart. After talking with several shopkeepers, after negotiating the details of price and logistics, formally place an order.
In this shopping list, there are conjoined toilets, bathroom cabinets, large bathtubs, and small items such as hot and cold water faucets, showers, triangle valves, hardware pendants, and a total of 17 items. There are a lot of goods, and the price concessions are obvious. He gave reporters an example. If the same goods were purchased locally, even if the friendship price and activity price were added together, the latter was at least 10,000 yuan cheaper than the former. Among them, the most representative brand-name bathtub, the local physical store price is 23,000, the store special price is more than 70%, and people are also required to get more than 50%. But the online purchase counts less than 8,000 yuan.
"Installing the local can find people, more than 600 will be all done, early fear of things to no one to install, now, worry is redundant," he said.
Offline merchants online shopping forced "grab money" obviously recently, a furniture brand agent Ms. He's mobile phone constantly received promotional information about "online shopping offers", if placed in the past, she will not look at it, but now Different, all relevant short messages received will be carefully reviewed.
“The reason why I did this was because of complaints from employees.†She told reporters that some employees mentioned more than once that there are quite a few people who go to the store now, and the price is also in place. But the guests are “not paying for moneyâ€, always “ Let's take a look at the reason for leaving the store. After a few days of tracking back visits, the other party said that they have already bought it online. Ms. He reluctantly said that in the past, only traditional clothing, shoes, hats, small appliances and other businesses were affected by the Internet. I did not expect that this fire would actually burn into the home field.
The entity sees the goods, orders online, and the "grab money" signal that is transmitted is not only the one who Ms. He perceives. “The online shop merchants have the advantages of low inventory pressure, low operating cost, and unlimited operation scale.†There is a factory in the Misha Industrial Park, a physical storefront in many local home stores, and two furniture brands. In an interview with the reporter, the manager admitted that the trend of marketing can not stop, the phenomenon of online shopping forced to physical business is objective, especially those "unchanged" pipeline brands, the "experience" probability is greatly improved. For the change in income, his image metaphor, a friend of the first-line furniture brand, last year's 10 million sales can have 3 million profits, only 1 million this year.
The manager said frankly that his company has already bid farewell to the finished furniture agent, but personalized customization. The reason for this is that it is differentiated from the online store. Not only does it open an online store, the purpose is to interact online and offline, and adapt to the trend. When reporters visited the home stores in various urban areas of Changchun, some brand agents also expressed their resistance to online and offline competitions, which caused more or less impact on physical stores.
The reporter's investigation focus is that mid-to-high-end brands can easily find through market research. In the home market, the main factors affecting consumers' shopping intentions are brand and quality, price, logistics, after-sales and service, among which the price factor is the most value.
During the investigation of the reporter's investigation, it was found that the current local market, the most obvious online resistance of household goods is the mid-to-high-end brand. Therefore, similar commodity brands have greater influence and higher prices. Consumers are relatively cautious when purchasing, and important. The reference is the price cost. Compared with the former two, low-end household goods have lower profits, mainly relying on profit. Consumers do not pay much attention to online prices when choosing such products. Therefore, the focus is mainly on middle and high-end brands. This is also the main commodity that is most valued by large-scale stores.
The reporter found that this situation is more obvious in major shopping websites and professional large-scale stores. From thousands of dollars to hundreds of thousands of household items, the most abundant types of goods.
"Looking at the national market casually, my home owner pushes this original price of 15,000 yuan shower equipment (price), I can give you a 40% discount, no less than 30% off in the physical store." On the Tmall agent a certain line of bathroom brands Ms. Li told reporters in Aliwangwang, “Some people say that online is cheap, so it is unfounded. The online store is also authorized by the agent. It is directly to the factory agent, there is no storefront, personnel, ground promotion expenses, so the price is cheap. If you buy a product that you are worried about is a fake, you can send a screenshot directly to the manufacturer to verify the authenticity."
The reason for the investigation is caught in the flood season
There is always a reason behind the war.
"Frozen three feet is not a cold day, you come to the store to pick the goods, place an order online, watch the money from the pocket and be taken away by others, who can be happy when the customer is taken away by others, this is the focus of contradiction." Local An unnamed home store marketing manager said that they all rely on channel traffic to eat. The fundamental conflict between the two parties lies in the distribution of benefits. Although Jilin Province did not respond clearly in this boycott, practitioners still care about this. After all, things are "big things" in the industry.
According to industry insiders, operating costs are too high, expansion is too fast, and home e-commerce challenges traditional store models have put traditional home stores into a flood season. According to public data in 2012, there are more than 10 well-known home stores in the country in only one year. Closing the door is a good example.
The data of the Circulation Industry Development Department of the Ministry of Commerce and the China Building Materials Circulation Association further confirmed the fact that the profit declined. In 2012, the annual sales of building materials and furniture stores above designated size were 1,246.7 billion yuan, down 2.46% year-on-year, compared with 1-3 in 2013. Monthly cumulative sales were 213.6 billion yuan, down 2.43% year-on-year.
“The core interests of traditional physical storefronts have been touched, which is unacceptable to these merchants.†Zhang Yi, CEO of Ai Media Consulting, told reporters that when standardized goods are becoming more and more mature, traditional home selling places can provide goods online. Basically can be found, which to some extent subvert the original home store model, and squeeze out the price of water, grab the physical store traffic, home e-commerce is infiltrating into all corners of the market. It is also unacceptable to traditional merchants, bypassing the payment in the mall and directly selecting online payment, which is a challenge for home store management itself.
In the future, I suspect that the traditional store entry threshold or lower Tmall's home O2O plan, although I did not want to catch up with the consumption of the "double 11" shopping express, the plan to stop, does not mean that the traditional home store and e-commerce between the future There will be new battles, and the rumors of the market and the e-commerce team, re-distribution of interest is possible? For the future of the home industry, industry insiders and experts have different speculation and thinking.
There is little chance that the combination of the store and the e-commerce will be "this is definitely not the last time. Simply resisting is not a long-term solution. There are e-commerce companies with home business. Not only Tmall, but all e-commerce companies have seen this fat, home industry. The profits are very rich, and e-commerce has always hoped to enter the industry." Zhang Yi said that it is foreseeable that the future home industry will experience pain, so that the benefit of the people may be a short-term antidote. In addition, it is not impossible for the store to cooperate with e-commerce, but this possibility can be said to be minimal. There are two reasons. First, e-commerce companies such as Tmall rely on their own traffic. Traditional entity sellers have no advantage in this respect, so there is no reason for cooperation. Secondly, the redistribution of interests, traditional home stores will not rush to choose cooperation, because they also have online O2O platform, such as the home of the home, Red Star Macalline and other sellers will not share their full set of resources because of small profits, Doing is to subvert the traditional profit model.
E-commerce sells home is a trend Some people say that due to the constraints of logistics, marketing channels, after-sales service and other factors, even with the user experience, e-commerce can only be a short-lived home. However, in the view of Fu Wenguang, vice chairman and secretary general of the Jilin Province Furniture Association, this is definitely a bias. “Many members will feel the potential crisis when they chat, and e-commerce sells home is a trend.†He believes that the constraints of logistics distribution, marketing channels, after-sales service and other factors are not necessary, and the market matching is a process. When maturity increases
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