There is still one week away from "Double 11". This year, Tmall's "online and offline linkage" has become the biggest highlight. Although nearly 30,000 merchants responded positively, 19 home chain stores such as Real Home and Red Star Macalline “blocked” Tmall. Some stores prohibit merchants from selling and delivering goods in physical stores.

The reporter saw on Weibo in the morning that Che Jianxin, the chairman of Red Star Macalline, sent a notice in his WeChat work number, saying that in view of the large number of brands, the stores in Red Star Macalline will be used as "Double 11" for Tmall and other e-commerce companies. The offline experience store of the event requires all Red Star Macalline Malls to strictly prohibit any merchant from spreading or promoting the Double 11 activities on other e-commerce lines in any form in the store. For this news, Red Star Macalline did not deny it.

Subsequently, the actual family issued a notice to the merchants stating that “the e-commerce cooperation that is not related to the facts is not allowed to cooperate, and the logo is not allowed to be displayed. It is forbidden to carry out the offline experience activities on the venue. The mobile POS machine of the e-commerce is not allowed to be used, but it is not confiscated. A fine of 10 times the transaction amount is imposed; if it is found twice, it will be cleared immediately."

The head of the Tmall public relations responded, "It doesn't make sense to keep the Tmall out, don't keep consumers and the Internet trend out."

As a member of the Presidium of the China Furniture Association Marketing Committee, 19 stores including Jimei, Real Home, and Red Star Macalline have recently signed the "Opinions on Standardizing E-Commerce Work". Among them, it is stipulated that the store cannot be disguised to make the store become an offline experience field for e-commerce. Red Star Macalline, Real Home, etc. have made corresponding measures in accordance with this regulation.

analysis

E-commerce sales fire

The store is "eyes"

According to industry analysts, last year's "Double 11" e-commerce home products were amazing, with sales approaching 300 million yuan. This also allows home brands and stores to see the potential of e-commerce sales. This year, Red Star Macalline’s online store, Star Yijia, launched the “10 City Link 50% Off” campaign in November. The online home mall “ actually online” will be launched on November 11.

Another industry source said that the unit price of household products is much higher than that of clothing, daily chemicals and other department stores. And Tmall and other e-commerce line experience, in the physical store to see the goods, and finally the money to the Tmall, "occupied land and grab money", this is the main reason for the physical store joint "block" Tmall.

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