This year's "Double 11", the home industry is particularly lively. "Double 11" has not arrived yet, and a "competition battle" between the traditional home store and Tmall has started. Some people think that this war is a speculation. Some people think that this store is really moving. Some people think that this contradiction will exist for a long time. No matter how you fight, no company stops exploring the e-commerce, and is looking for a balance between e-commerce, manufacturers, stores and dealers. After all, the current traditional home market is still mainstream and cannot be replaced. event 19 home furnishing stores across the country Tmall called "home improvement O2O business" On the afternoon of November 4th, Tmall announced that it would stop the "home improvement O2O business". Different from last year, Tmall launched the O2O strategy this year, and proposed online and offline linkages to encourage brands to hang LOGOs, post logos, scan QR codes, collect coupons, and install POS machines. This series of activities touched the nerves of traditional home stores. On the morning of November 4th, 19 famous national home stores, members of the Bureau of the China Furniture Association Marketing Committee signed a “name of name†to jointly resist e-commerce. Native Brand and store signing agreement The price is not higher than online In the face of so fierce Tmall and traditional stores, how do the home and building materials brands in the market respond? This week, the reporter visited Zhengzhou's major home stores, and in the store, almost no information about Tmall "Double 11". A building material brand in Zhengzhou revealed that a well-known national home store in Zhengzhou required merchants to sign an agreement at the end of October. The main content is: Merchants are not allowed to promote the “double 11†of e-commerce in the store. There are also several provisions, like the product, the price in the store should be consistent with the online or lower than the online, can not be higher than the online price; can not use the Tmall POS machine in the store; can not do any promotion about Tmall in the store . According to a home brand business, although there is no mandatory signing agreement in its store, it also revealed this information, and the content is similar, all blocking e-commerce. The local home stores are relatively calm, such as Ou Kailong did not take any measures to block e-commerce. the reason Tmall damage The core interests of traditional home stores In fact, e-commerce in the home industry started late, and e-commerce sales accounted for a small proportion of total sales. Why did Tmall's move cause a consistent boycott of traditional home stores? "This Tmall's home improvement O2O business has seriously damaged the core interests of traditional home stores. In addition to Tmall's offline consumers, the traditional stores have lost a large number of customers, the application of Tmall POS machines, It completely broke the core of the traditional home store, the unified cash register model, which is unacceptable for traditional home stores." Wang Huachao, deputy general manager of Le Huajuju. Some brand owners believe that Tmall has turned the traditional store into a free experience place and guided consumers to brush the Tmall POS machine. It is really not very kind. In the interview, some brand merchants admitted that the feelings of the store are very complicated and cannot be given up. However, in the face of the rising rents of the stores every year, the various expenses frequently distributed, and the key points for the brand owners, there is an unspeakable pain in the heart. sound In the fierce war between Tmall and traditional home stores, manufacturers, stores, and brands also have their own difficulties. Store Zhu Kaitao, deputy general manager of Ou Kailong Suppressing opponents is only an aid Improving yourself is fundamental Although e-commerce is a development trend, it is not allowed to hurt the interests of traditional home stores. In the past year, whether it is the building materials furniture alliance or the e-commerce, Ou Kailong did not support it, but did not take measures to suppress it. Suppressing an opponent can only suspend its development, but it cannot be stopped. When new models emerge, we need to spend more energy researching consumers, innovating our own marketing models, improving ourselves and changing ourselves. Only if you have the strength and charm, the merchants are willing to follow and win the market. Yang Jun, general manager of Huafeng Lighting Industry E-commerce trend is irreversible Benefit distribution is the key The development of e-commerce is irreversible, but traditional stores will not be replaced, and e-commerce and traditional stores will coexist for a long time. This year, Tmall's O2O attempt is very imaginative, but the reality is that many problems and contradictions have not been resolved. Many building materials are semi-finished products that require professional distribution, installation and service. These are still relying on regional distributors. For lighting products, the best Otto lighting on the Internet is also planning to open a physical store. Physical stores and stores will never be replaced, but e-commerce must also do. Huafeng is planning an e-commerce project, but the specific point is how to deal with the relationship and the distribution of interests. Brand Le Huamei, deputy general manager, Wang Guochao Whether it is hype or not Consumers have benefited Wrigley's "E-commerce O2O" this year is the group's unified work. In fact, Wrigley sanitary ware in order to protect dealers, the price on the Internet is usually not lower than the physical store. Some people think that this "war" of "Double 11" Tmall and traditional home stores this year is hype, increasing the attention of Tmall and traditional home stores. But whether it is hype or not, consumers are the biggest beneficiaries. Because online and offline are the same price, many people may go to the store to experience the purchase, and install and sell will be more worry-free. Dong Peng ceramics Henan general manager Shen Yulin Home e-commerce has great potential The store is most afraid of being "hollowed" The "war" of Tmall and traditional stores is not hype, and the store is really moving. The products of household building materials are large in value, start late, and e-commerce develops slowly. Like cars, it is the next big cake for e-commerce development. The store is most afraid of being "hollowed." Tmall's "home improvement O2O business" has broken the traditional cash register mode of the store and reduced the passenger flow of the store. And this year's building materials home alliance activities across the country, also caused a certain impact on the store, the flow of people has decreased by more than half. Home e-commerce is still immature and has great potential. Once it is terrible to develop, the store may be "hollowed" and may affect its survival. explore "Electronic business is irreversible" is the most heard sentence of the reporter during the interview. No matter what the business holds, they never stop exploring the e-commerce steps... Left and right sofa, general manager of Central China District Manufacturer "new O2O" Regional online flagship store opened under the line The development of e-commerce can't be stopped. Only by handling the interests of all parties can we develop smoothly. Before and after the sofa was taken by the different types of online and offline products, and the distribution of dealer benefits. However, this year, the headquarters invested more than 3 million yuan and introduced the "new O2O" server. As the first pilot, Shenzhen has already started operations, and Zhengzhou will become the second. In the future, the sofa will be sold at a price, and online flagship stores will be established in various regions. No matter which e-commerce website is clicked, it will directly enter the regional online flagship store and select any direct store in Zhengzhou for online consultation and sales. This will fully open up online and offline, and the performance and sales volume will be owned by regional distributors. Yang Jun, general manager of Huafeng Lighting Industry Establish a profession Installation service system Under the general trend of e-commerce development, we must cater to development. According to their own advantages, find their own new machine in the e-commerce industry chain. Although the specific plan of Huafeng's e-commerce project has not yet come out, what we can do now is to find our own superior projects. We intend to set up a "light nanny" professional installation and after-sales service system to provide consumers with delivery, installation, cleaning, maintenance and other ancillary services. On the one hand, it serves the merchants, on the other hand, it can undertake the e-commerce terminal business and solve the problems of e-commerce in terms of installation and after-sales. For example, Tmall loves the hive decoration and serves the offline business of e-commerce. Traditional enterprises should find new markets based on their own advantages and continue to innovate. Shijiazhuang Asa Technology Co., Ltd. , https://www.hskinlift.com