On the one hand, 19 home stores jointly boycotted the Tmall O2O project, and on the other side, Beijing Joy City, Yintai and other traditional channels “voluntarily become a double 11 fitting room†actively seek online integration. A double 11 promotion war, pushing the terminal channel and O2O to the cusp. In this regard, some insiders commented: "Don't keep Tmall and the Internet trend out of the door." According to reports, the largest 19 chain or regional hypermarkets in China's home furnishing industry – such as Real Home, Red Star Macalline, and Jisheng Weibang – have jointly signed a “China Furniture Association Marketing Committee on Standardizing E-Commerceâ€. "Opinions on Work", the "Opinions" clearly stated, "Can not disguise the store to become an offline experience place for e-commerce, can not let dealers become offline transporters of e-commerce; manufacturers and merchants carry out low-cost promotions online It is necessary to inform the main partners such as the store and adjust the price of the store to be consistent with the online; it is not allowed to transfer the business of the store to another place for trading through the e-commerce mobile POS.†According to industry analysts, this time was boycotted. The O2O project is actually the first attempt of Tmall this year. The goal is to achieve online and offline linkage, encourage brand owners to hang LOGO, paste logos, scan QR codes, collect coupons, and install POS machines. Brush to Alipay. This series of measures just rushed to the offline merchants, especially the "cheese" of the home store with an average transaction price. It is no wonder that these traditional stores "Dayu" will rise up against it. Although the household e-commerce concentric is subject to "counterattacks" from traditional channels, many home brands have already begun to actively embrace the Internet. Many well-known domestic home brands have already opened flagship stores in Tmall. It is understood that in order to prepare for this double eleven, as early as a few months ago, most brands have begun to prepare goods in advance, expand the warehouse, upgrade the logistics and distribution system, reserve the installation of masters, customer service and other professionals. At the home e-commerce double 11 swearing-off meeting held on October 22, representatives from 30 home brands jointly vowed to make the best cooperation with the best products, the fastest logistics and the best service. The eleventh campaign. At the same time, in response to the consumer's most concerned about the quality of online shopping, logistics, services, etc., 18 furniture brands represented by Lin's Wood and All-Friends joined hands to form a big 11-day cat furniture alliance, and initiated "I promised pro Supervise; buy furniture on Tmall" activities, promise to use the hot and environmentally friendly materials, adopt a safe and stable design, to ensure the logistics speed of "order delivery", as well as "advance delivery time" and other intimate and convenient services, The most bleak horn for this battle. Tmall furniture pre-sale for 5 days to break the billion in front of the embarrassing home e-commerce, the traditional store's "blocking" may be difficult to significantly affect the sales performance of this year's Tmall double eleven. In fact, as of the fifth day of Tmall's pre-sale, the total pre-sales of the above 18 home brands have exceeded 100 million yuan. The popularity of home e-commerce can be seen. Among them, the European century brand Nispu Lin also ushered in his first double eleven in the horn sound. In the days of pre-sale for 5 days, the pre-sales have also broken 10 million, leading the home brand. In order to give back to the love and support of the vast number of consumers, the European Headquarters has specially approved the top 11 festivals in the carnival. The top 11 consumers will be fortunate to enjoy the free travel to Europe and the Belgian headquarters. Ma Yun said at the awards ceremony of the 2012 CCTV China Economic Person of the Year: E-commerce can't completely replace the retail industry, but basically replace it. More critically, e-commerce is now only a revolution in traditional retail channels, and in the next three to five years, it will enter the manufacturing revolution until it affects lifestyle changes. The era of O2O is in sight, and the fate of the traditional store is about to change. It may be a consensus, as some industry experts have said, "If you continue to stand still, killing the traditional store will not be Tmall, but the store itself."
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