After the counterattack of the traditional home building materials store in the double eleven last year, Alibaba's Tmall once again made a layout for the home building materials category. Over 100 merchants participate / Tmall has announced that it will exclusively launch the "100 cities in the main city free shipping, home installation" service on the whole network. In the hundreds of cities, all the furniture products that are purchased on Tmall to participate in the decoration festival will enjoy free on-time delivery and free installation by a professional team. Silicone Kitchen Tools,Best Silicone Kitchen Tools,Cooking Silicone Kitchen Tools,Silicone Kitchen Tools Baking Ningbo Honor Imp & Exp Co.,Ltd , https://www.honorhousehold.com
Recently, Tmall announced that it plans to launch free shipping and home installation services in the main urban areas of 100 cities. Users can enjoy free on-time delivery and free installation by professional teams.
In the interview with the reporter of “Daily Economic Newsâ€, the industry insiders in the home building materials industry said that the three factors of price, experience and logistics distribution have the greatest impact on consumers of home building materials. At present, Tmall has certain advantages in price, logistics and distribution. The rookie logistics network has also improved, but there are still shortcomings in the experience, which will directly restrict Tmall's expansion in this category.
　
It is understood that in the Tmall home improvement channel, more than 100 merchants have joined the service system. However, as long as the merchant joins, it is required to complete the delivery and installation service within 30 days from the date of delivery, otherwise the merchant will pay the consumer.
The relevant person in charge of Tmall told reporters that the free shipping and home installation services have been done before, this time with the opportunity of the Spring Decoration Festival.
It is worth noting that the categories of free shipping installations are mainly concentrated in furniture products, and do not include kitchen and bathroom, doors and windows and other categories. In the home building category, most of the traditional stores also provide free shipping and installation services, but some categories, such as kitchen and bathroom, the installation of doors and windows need to charge a certain fee, and this has become a source of income for businesses.
The relevant person in charge of Tmall said that Tmall is also considering increasing the service in this area, but it needs to coordinate in all aspects. For the expenses incurred by the free service, it means that the expenses incurred by the free shipping and home installation services are shared by Tmall and the participating merchants, but the respective share ratios are not disclosed.
The physical store is temporarily difficult to be completely replaced /
In the past two years, sales of home building materials in the e-commerce sector have grown. Following the categories of clothing, home appliances, digital, books, etc., home building materials have also become a key category for e-commerce companies such as Tmall. According to public information, in 2010, Taobao Mall's home improvement hall was officially launched. In 2012, only the turnover of Tmall's home improvement category category exceeded 34 billion yuan.
The layout of Tmall in the home building materials industry directly impacts the circulation and sales model of the traditional home building materials industry. On the eve of the double eleven promotion last year, Tmall joined a number of merchants to promote online, but directly under the boycott of the traditional offline home building materials store.
However, the dramatic change comes from the fact that in March of this year, the two home appliance brands of Red Star Macalline directly entered the Tmall store, which caused the industry to be at a loss.
Duan Guangqi, director of the Planning Center of Hezhiye Group, told the reporter of "Daily Economic News" that e-commerce is definitely the development direction of the future home building materials industry, but the customer experience is also the place where e-commerce can't replace the offline physical stores.
Many industry insiders told reporters that price, experience and logistics are three important factors that restrict the development of e-commerce in the home building materials industry. At present, Tmall has a certain advantage in terms of price, and the logistics network is gradually improving with the rookie logistics network. But its shortcomings in the customer experience have not been solved.
A door and window supplier told reporters why Tmall is doing a good job in the clothing, but not in the home building materials? Mainly because consumers can't see the real thing, don't worry. In addition, household building materials generally have a large transaction volume, and the proportion of consumers who purely online transactions is still very small.
In fact, Tmall also admits that there is a lack of this. The relevant person in charge told reporters that it is currently improving and solving through the combination of online and offline O2O.
In July 2012, Tmall established a home building offline experience hall, which is composed of more than 600 model rooms and shelf display areas, covering an area of ​​50,000 square meters. Its purpose is to achieve the docking and integration of "online shopping", "offline experience" and "one-stop delivery installation service". However, from the current effect, it is still flat.