"Double Eleven" online shopping carnival just past, according to Tmall data show, as of the early morning of the 12th Alipay transaction amount of single store total ranking TOP10, Luo Laijiafang (002293, shares it) ranked fourth with 155 million yuan, Fu Anna (002327, Shares) ranked seventh with 116 million yuan, and Lin's wood furniture ranked ninth with 110 million yuan. However, behind this achievement, this year's "Double Eleven" home industry online and offline "war", including Red Star Macalline, Real Home, Ou Yada, Yuexing Group, etc., domestic 19 home stores, A copy of the "Opinions on Standardizing E-Commerce Work" published by the China Furniture Association's Marketing Committee endorsed and boycotted the e-commerce platform. After encountering the market boycott, Tmall issued the "Home Improvement O2O Business Termination Agreement Notice", and the O2O Supplemental Agreement with the furniture category, which means that the merchants will not be able to conduct offline traffic for Tmall and other e-commerce platforms in the future. Marketing activities. This almost torn-out battle has triggered a new round of thinking about the O2O model. "Double Eleven" staged "Hand-to-hand combat" The top ten rankings of the "Double Eleven" furniture sales that attracted much attention were Linshi Wood, Quanyou, Gujia Home, Zhihua Shi, Yalan, Ou Rui Furniture, The purchases of Suibao, Suibao, Dynasty, and Disney all exceeded 20 million. The first-ranked Lin's wood single-store sales were 112 million yuan, and the number of products sold was 71,264. In addition, Lin's Wood Industry officially announced its seven major stores. The total turnover was 160 million yuan. As the top ten list of Taobao double 11 sales in 2012 and the top of the Tmall furniture sales category, the sales of double eleven this year was 111 million yuan, compared with last year. Although the billion has increased but not much breakthrough. The same attention to the "building materials" category, the "Double Eleven" sales performance ranked in the top ten are Jiu Mu, Op Lighting, TATA, Wrigley, Otto, Bell, Zhongyu , NVC, Anxin, Osseros, the turnover exceeded 21 million yuan, compared with the same period last year, the data has a greater degree of growth. Among them, the number of the first nine animal husbandry transactions was 73.63 million yuan, the number of goods sold was 348,000, ranking The second Opal lighting transaction It was 67.85 million yuan, and the number of goods sold was 92,700. According to reports, the turnover of double-11 home building materials this year is not satisfactory, which is related to the offline store to resist Tmall. Just on the eve of "Double Eleven" Including 19 domestic home stores including Red Star Macalline, Real Home, Ou Yada, Yuexing Group, etc., signed an endorsement on the “Opinions on Standardizing E-Commerce Work†published by the China Furniture Association Marketing Committee. Resist the e-commerce platform. The opinions clearly pointed out that the store can not be disguised as an offline experience place for e-commerce. Without the permission of the store, it is not allowed to use the trademarks and trade names of the store to publicize, and it is not allowed to transfer the business of the store through the e-commerce mobile POS. He is trading, etc. As a counterattack, Yan Qiao, the head of Tmall's public relations, also publicly responded on Weibo. It doesn't make sense to keep Tmall out. Don't keep consumers and the Internet trend out. After the market boycott, Tmall issued the "Home Improvement O2O Business Termination Agreement Notice", and the O2O Supplemental Agreement with the furniture category, which means that the merchants will not be able to go online in the future. Similar marketing activities such as Tmall and other e-commerce platforms. The O2O model has not concluded that the “gambling†of Ma Yun and Wang Jianlin’s 100 million yuan has caused a lot of attention. In fact, this is a discussion of the future business model. Industry, nowadays, has gradually become the main consumer group of home decoration, the home industry requires development, a proposition that cannot be bypassed is how to better cater to their consumption habits and needs. How the home industry will mature the offline brand Going online to meet the new generation of online people? Can home O2O increase sales, not just channel changes? Red Star Macalline said that with the rapid development of e-commerce, there are inevitably some irregular operations, boycott The move is only for the industry to regulate e-commerce sales, and has nothing to do with "Double Eleven." Insiders revealed that the "Double Eleven" Tmall O2O model suffered a boycott, the main problem is to bypass the cashier of the store, this It is equivalent to breaking the "bottom line" of the store. It is understood that at present, the home store has a large investment in the early stage. The main income comes from the rent. Most of the stores are unified in the cash register. After deducting the rent, they are distributed to the merchants. Bypassing this link, the store is equal to not receiving the money. From the perspective of furniture dealers, labor, venues, etc. are all costs. Cooperation with e-commerce will undoubtedly expand the source of customers and increase sales in a short period of time, but cooperation means losing pricing power. At present, the main channel of the furniture industry is still the store, the proportion of sales of e-commerce platforms is not ideal, dealers are not willing to offend the store for e-commerce. The industry believes that because the home industry products are mostly personalized rather than standardized, the consumer experience is crucial, which has become one of the biggest advantages of offline stores. At the same time, the consumption of household products is accompanied by a large number of after-sales services, which is also clearly a short-board for online sales. In fact, the home industry does not reject e-commerce, and is even making various attempts to “electric shockâ€. For example, some businesses in the home industry are currently trying to implement marketing on the web with the O2O model. Take a well-known large-scale home improvement enterprise in China as an example. First, by placing keywords on decoration and decoration on the search engine, users who search for this part of the keyword will be brought to the home improvement activity page, and then answer the user's home decoration aspect through the online customer service on the page. The problem, then take the user from the line to the offline home improvement experience museum or model room to visit, and finally meet the needs of users. Where is the model of O2O in the home furnishing industry? Who will dominate the online and offline games? There is a view in the industry that “leading customers to the store†is an inevitable part of non-standardized products and services. Similar to the service industries such as catering and entertainment, customers need experience consumption. With the development of the home industry, some highly standardized products will be directly sold on the e-commerce platform, but the home industry is essentially a service industry, and the O2O model will enable traditional channels and Internet marketing to make the younger audience closer. The ground is combined.
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