Looking at a sofa in a physical store and going online to place an order, this situation is becoming more and more common in home stores. In order not to let the home store and the department store become the "fitting room" of e-commerce, the China Furniture Association Market Committee recently issued the "Opinions on Standardizing E-Commerce Work". "Opinions" stated that "when manufacturers and merchants conduct low-cost promotions online, they should notify the main partners such as the store and adjust the price of the store to the same line; do not allow the business of the store to be transferred through the e-commerce mobile POS machine. Trading to other places. "At present, well-known home brands including Red Star Macalline, JSWB, and Real Home have signed and agreed, and there are also stores directly issuing bans. Merchants are strictly prohibited from shipping and installing for e-commerce orders. The reporter was informed yesterday that under the collective counterattack of the physical store, Tmall [microblogging] has terminated the O2O business cooperation agreement with the home improvement merchants, which is regarded as a compromise under helplessness.
However, at the same time as the home store is fiercely counterattacking, other industries want to take the opportunity to take a ride. The physical department store in Shanghai first put down the body and rushed to launch various promotions on the weekend before the “Double Elevenâ€. The tourism and home appliance industries also joined the game. "National carnival", ride a car to absorb gold.
â– Home
The store is holding a group to fight against the rules
In the "Opinions on Standardizing E-Commerce Work" issued by the Furniture Association, in addition to standardizing online and offline prices and restricting the entry of e-commerce POS machines, it is also clear that the purpose is to "make the store become disguised." The offline experience of e-commerce can not make dealers become porters of e-commerce. After the launch of the opinion, the home of the company, Red Star Macalline and other respondents successively issued an oral or written ban to the merchants. Che Jianxin, the chairman of Red Star Meikailong, even passed WeChat, asking merchants not to deliver the order for the factory on other online orders. At the same time, it is not allowed to promote the "Double Eleven" promotion in the store, and can not install Alipay [microblogging] POS machine. Make sales online.
Why does the home industry collectively counterattack? The reporter learned from many channels that the focus of this contradiction was precisely an agreement signed by Tmall to merchants.
Peng Hailiang, an e-commerce person who is certified by Sina as the director of the promotion department of Xinju.com, revealed on Hushen.com that the agreement is mainly for a solution for online and offline interoperability of bulk products: users to the merchant's Tmall store first took a deposit. Or coupons, after receiving the coupon, you will receive an 8-digit mobile phone verification code. After the offline store experience, enter the verification code and brush Alipay POS machine to complete the entire transaction process.
Peng Hailiang explained that Tmall's O2O solution is mainly aimed at home improvement and automobile. “Because consumers must first experience online, and because of payment security and online banking payment, they are not willing to pay online. On the other hand, merchants are also afraid that users will lose after viewing the goods online, so they do not want it. Go back online to pay.
Tmall’s O2O strategy, which was first promoted this year, is also convenient for customers, but also the cheese of the offline store. “When a brand is doing e-commerce, there may be some irregularities. The association regulates the market through such an opinion.†The relevant person in charge of the China Furniture Association pointed out in an interview yesterday that in order to avoid the disparity between online and offline prices, the market is affected. Order, the Furniture Association issued the "Opinions on Standardizing E-Commerce Work" to member companies in late last month.
The person in charge stressed: "Although e-commerce is the future development trend and the sales channel actively encouraged by the association, each market has game rules, and it is hoped that merchants will abide by it."
Tmall compromise termination agreement
For the joint boycott of 19 offline stores, Tmall is not willing to pay more. "It doesn't make sense to keep the Lynx out, don't keep consumers and the Internet out of the way." This is the only one response from its official.
On the other hand, the reporter also confirmed from several channels that Tmall has issued a “Notice of Termination of Home O2O Business Termination Agreement†to the home improvement category this week, which is regarded as a kind of compromise. "In view of the actual situation faced by the current Tmall platform operation, in order to avoid greater losses for merchants and consumers, the effectiveness of the O2O Supplemental Agreement will be terminated on November 20, 2013 in accordance with the Master Agreement of the Notice." Said the cat.
In the view of TTM analyst Su Zhe, after the POS machine opened the payment link, although Tmall and home businesses are happy, the home store side can only look at this "closed loop" to blink, which is the main reason for the conflict.
However, as the “sandwich layer†of this conflict, in the eyes of merchants, online and offline are not unable to cooperate and share prosperity. Zu Liping, the general manager of the well-known solid wood flooring brand in China, told the reporter that although most of the brands maintain online and offline consistency, the company also designed two solid woods for the e-commerce platform that are 10% cheaper than the physical stores. The floor is distinguished from the offline to prevent the line from eroding the offline market.
Sales fell 10% this year
Xu Guanrong, secretary-general of the Shanghai Furniture Industry Association, told reporters that the home sales market was not good this year, and the overall sales scale of the Shanghai furniture industry fell by nearly 10%. Under such a premise, e-commerce requires offline merchants to install POS machines to make wedding dresses for online sales, which is obviously unfair. “Like Jisheng Weibang, Red Star Macalline, and Real Home are all based on rent-based profit model. Once online sales of merchants grow, forming a “consumption closed loop†from online to offline, these companies are likely to experience offline. Shops, reducing the number of stores, thus affecting the occupancy rate of the store."
This view has been recognized by industry insiders. An executive from JSWB Shanghai said in an interview with reporters that the impact of e-commerce on the retail industry may directly lead to the contraction of the brand online, but only offline. As an experience store, pay more attention to online sales. Therefore, the physical store is of course not willing to divide the interests.
In fact, in addition to the short-term sales decline, in Xu Guanrong's view, the more important purpose of Tmall's “Double Eleven†marketing is to cultivate consumption habits. “A few years ago, many middle-aged and old people were unclear about online shopping, but after several rounds of 'double eleven', their consumption habits have been changed, as well as for the home industry, as more and more citizens change their shopping. Habits, when you switch to the Internet, the sales of physical stores will be even weaker."
According to survey data from the China E-Commerce Research Center, e-commerce is becoming an important factor in the diversion of home sales. In 2012, domestic household e-commerce sales amounted to 49 billion yuan, accounting for 4.5% of total e-commerce sales. It is estimated that at least 40% of the retail sales in the industry will be completed online within 5 years. "Some physical stores are also transforming e-commerce, but the traffic of a single store is not as good as the platform." Xu Guanrong said.
Business struggles to survive
For the collective resistance in the store, the reporter contacted the official flagship stores of two Tmall home improvement companies yesterday, but their responsible persons refused to interview because of the sensitivity of the problem. Another B-store seller who did not want to be named revealed that under the pressure of both parties, the company that “sends people under the fence†often dares to speak out. As a participant in the Tmall home improvement O2O project, Peng Hailiang disclosed the ins and outs of the matter: In July this year, Tmall came to his company to discuss the O2O model of home improvement; in August, signed a business contract; in September, officially received the Alipay POS machine and put it into use. In October, WeChat inside the Red Star publicly blocked the Tmall O2O business; in early November, Tmall was forced to terminate the project under pressure.
After the store’s resolutely “say noâ€, the mentality of the companies is mostly complicated. “There is no ability to feed the home brands in the store. The crowds in the big stores are bleak. Many home brands are struggling in them, but the stores are cold-eyed and ignore their living conditions, restricting them from pulling customers into the Internet.†Peng Hailiang’s words are fierce. The land said that the growth of each new thing will be "strangled" by the old forces.
In Peng Hailiang's view, the current domestic home store giants hold two core resources of storefronts and passengers, and home furnishing companies are generally in a weak position. “In the foreseeable years, the control of home furnishing brands in traditional home stores is still very strong. However, the enthusiasm for the general changes in the stores is not high. Although a few of the home-touch brands have built their own e-commerce platforms, they have built their own e-commerce platforms. The lack of cohesiveness and ability to integrate resources is basically a state of semi-death." He admits that traditional home furnishing enterprises have to do O2O, and an insurmountable gap is home furnishing.
Merchants forced to flee the store
For home improvement companies that are mixed between traditional stores and online e-commerce platforms, some have completely chosen the “escape†store and transferred all channels to the online market, especially among the foundries.
In the first half of this year, 12 home manufacturers of the original IKEA foundry jointly announced the “reversalâ€, and the group went to Ali's Taobao, Tmall and other platforms to find a suitable e-commerce development model, which caused a great uproar in the industry. Looking back now, this may be just the beginning of a wave of "escape".
"The huge disparity in funding and strength between the two sides is bound to SMEs must face the suppression of these retail giants. Or continue to bear the burden of humiliation, or completely break." Heilongjiang Endurance Wood Group Chairman of the board, Jia Yimei home brand founder Cao Yuewei said that long-term Since then, the domestic manufacturing industry has been in the stage of doing OEM work for well-known foreign brands, and it is only a drop in the bucket for the wedding dress for others.
“Furniture raw material costs, labor costs and transportation costs have doubled, and the IKEA purchase price has dropped and dropped. The company has lost about 5 million yuan per year.†Cao Yuewei said on behalf of his colleagues that they had done activities on Tmall. “Testing the water temperatureâ€, the same ladder stool at the time of IKEA price is 99 yuan, Tmall is 59 yuan, the latter attracted 3,000 orders in just ten days, which may be a year of sales of a store in IKEA.
The reporter noted that Taobao and Tmall have gathered a large number of merchants from Guangdong, Shandong, Shanghai, Zhejiang, Heilongjiang and other home improvement homes, including those that have done OEM and OEM for foreign home brands. A brand that creates its own brand or distributes it for the brand. On the other hand, Ali said that they provide specific business plans for vertical categories of businesses in various industries, including home improvement. However, they will not comment on whether there will be dissatisfaction with the traditional stores.
â– Department store
Full reduction, physical mall advance promotion
Under the strong offensive of Tmall and Taobao, the physical department store, which has always been calm, has finally been unable to hold back and embark on the front line of e-commerce. The reporter learned that Friendship shares (8.90, -0.36, -3.89%) include 21 outlets including Oriental Commercial Building, First Yaohan, First Department Store, etc., and will select men's and women's wear from November 8th to November 10th. More than 100 major brands, leather goods, sports and leisure, knitted underwear, special offers with the same discounts for some products and online, and also the joint brand to launch a new 50% discount for the season.
In addition to the commercial aircraft carrier, the rest of the department stores in Shanghai are also gearing up. Huijin Department Store will launch the “Double 11 Festival†promotion from this Friday. The Xuhui store will be reduced by 100 yuan for 188 yuan, and the Hongqiao store will be reduced by 60 yuan for 99 yuan. From November 7th, the launch of the five-day "11.11 Golden Autumn Happy Buy" will be launched, and the "Double Eleven" will be obtained, "The first department store Nandong store is from 11 On the 1st of the month, the "Carnival 'Double Eleven'" promotion was launched, with a total of 199 yuan reduced by 111 yuan.
Landmark Plaza began at the end of last month, and every three days of the weekend, a promotion event of “200 yuan for 200†was held. The relevant person in charge pointed out in an interview with reporters: “The 'Double Eleven' promotion is a shopping festival created by e-commerce. However, with the marketing of the merchants in the past two years, a number of consumer groups have been cultivated. Just like the marketing of the New Year, to the 'double eleven', many customers have the desire to consume, so many shopping malls also hope to seize the opportunity, from Discounts will be available on weekends."
In the interview with reporters, Cui Hongbo, a senior partner of the consulting consultancy, pointed out that the physical department store joined the "double ten"
A "promotion", on behalf of the traditional channels for the recognition of this festival, under the premise of the industry downturn, they also hope to leverage their strength as an offline promotion season.
â– Home appliances
Online and offline, store transformation amphibious operations
In terms of home appliances, traditional stores Suning, Gome and Yongle will continue to ride the “Double Eleven†promotion event. Interestingly, in addition to the usual price reduction promotions, Suning and Gome, who have been involved in online and offline, have also played a lot of new tricks.
Suning announced that it will hold a four-day, four-night O2O shopping festival from November 8th to November 11th. PPTV, which has just been acquired by Suning, will also join the O2O shopping festival to realize the OVO interactive video shopping model. Gome took the lead in launching the "Double Eleven" promotion war, and from the beginning of the month, it was holding low-price promotions of different categories, and wanted to seize the market ahead of time.
Three years ago, the e-commerce business of the Japanese market relied on the cost advantage brought by the no-store rent, so that Suning, Gome, Best Buy, Wonder City and other domestic and foreign entity giants were unable to parry, and once became a fitting room for e-commerce products. ". Last year's lively "8·18" e-commerce war, Suning, Gome's online mall exposure increased rapidly, since then, Suning Gome began to formally participate in various types of e-commerce festivals every year, not to be married for e-commerce.
An industry insider told reporters that there are many home appliance brands, and it is inevitable that people of all kinds of models will only be dazzled when they browse the Internet. It is a habit of many consumers to go to physical stores to experience real machine performance. In the past, physical stores that lacked price advantage often only watched their cakes being separated by e-commerce. Nowadays, with two sales channels, merchants have begun to invite customers to “online prices, in-store prices. single".
Another industry expert pointed out that with the growing Internet and mobile Internet users in China, the rapid development of the Internet has greatly promoted the experiential economy. At the same time, consumers are no longer satisfied with the boring single pure online or pure offline consumption form: “This allows Suning, Gome, etc., who have both online e-commerce and offline traditional physical stores to try interactive shopping. The new model, this is the O2O video interactive shopping launched by Suning."
It is worth noting that the statistics show that the “Double Eleven†promotion has become one of the most important promotion nodes for e-commerce every year. However, with the increase in sales, the number of complaints brought by Singles Day consumption has also reached a new high. The webpage is not registered, the delivery is not timely, the price rises first, then the false promotion, the low-priced best-selling products are often out of stock, and so on. . "Low-cost products that can never be robbed" have plagued many consumers, and traditional stores have realized this and began to focus on rendering physical stores "buy peace of mind."
â– Tourism
Starting from the heart, there is no time limit for the preferential line.
The battlefield of the “Double Eleven†online shopping festival has also spread to the tourism industry this year. Tourist service companies such as Taobao Travel, Ctrip, Elong and traditional travel agencies have also joined the promotion.
The reporter learned that in order to compete for the market, this year's travel website has added air tickets, hotels, domestic and overseas travel products and even visas to the rank of "second kill", and the preferential strength is more than in previous years. Many merchants claim that the profit margin reaches tens of millions of yuan. . For example, Taobao Travel participated in the “Double Eleven†for the first time this year. At that time, domestic and international air tickets, hotel inns, and tourist and holiday goods will all be on the market; Ctrip's hotels, airline tickets, travel and other multi-product lines will be launched, with a minimum discount of 1.1% for hotels and tourism products. There are a variety of preferential forms such as buy one get one free, early order reduction, multi-person reduction, double eleven special price.
In response to the problems of the travel products of previous years being squandered by netizens and the short-term use of travel agencies, the merchants have slogan "No departure deadline". For example, all the pre-sale products of Spring and Autumn International Travel this year do not have a departure date limit, users only need to pay 10% of the display price as a pre-sale deposit (the deposit can be refunded at any time within the next year), you can choose this product 2014 You can start your trip at any time except for the summer vacation and national holidays. You only need to make an appointment in advance.
In addition to the unprecedented benefits, all merchants have also sneaked on the products and marketing methods this year, taking advantage of the Singles “winding†to attract the attention of young single men and women. There is a “Double Eleven†event page of the travel website, which launches various “Aventure†routes such as surrounding, domestic, overseas, and cruise, attracting single people with tempting itinerary content and preferential prices.
In addition, with the mobile Internet becoming a hot spot, this year's tourism industry "Double Eleven" promotion war has also extended to the mobile client. In the mobile phone client, there is a greater incentive to attract users to the mobile terminal by opening the price gap. Some merchants began selling "Double Eleven" promotional items half a month earlier. According to data from Taobao Travel, since October 14, its online “Double Eleven†pre-sale travel holiday products have already had 5 merchants with a turnover of more than 1 million yuan, and 2 of them have exceeded 10 million yuan.
However, industry insiders also reminded consumers that when purchasing promotional goods, they must pay special attention to the various restrictions on the use of the services and items included in the price. In addition, when booking the travel date, you should also pay attention to the time limit for visa processing. For example, it is best to travel 30 days in advance for overseas short-distance tours and 50 days in advance for long-distance overseas travel.
â– Express
Responding to a short position, urgently recruiting temporary employees
In the face of the upcoming "Double Eleven", Yunda, Shentong [microblogging] and other courier companies have prepared for the battle.
It is understood that in order to ensure that the frontline personnel of the business can win this "hard battle", Yunda Express requires human resources, information technology, after-sales service, marketing and administrative integrated management departments to jointly attack, provide sufficient "grain" for the business department, and provide support. . “The management has guided and fully deployed the whole season's peak season service guarantee work. Based on the accurate statistics of the current per capita performance, the number of primary and secondary trunk lines and the site area, the provincial companies and the distribution centers have made reasonable estimates. The highest per capita performance and the maximum number of vehicles that can enter and exit. Each outlet company reasonably estimates the maximum amount of delivery during the peak period, which can ensure sufficient reserves of venues, personnel, equipment, vehicles, materials and funds during peak business periods to ensure safe and stable operation during peak season. "The relevant person in charge of Yunda revealed.
It is reported that this year's "Double Eleven" express war will last for about a week from November 11 and will stabilize until November 21. It is expected that the main express mail peak will appear on the 12th and 13th. Shentong Express related person in charge said that last year's double eleven, Shentong Express's highest daily ticket volume exceeded 8 million votes, this year the company will do all kinds of guarantee work according to the amount of 15 million. The person pointed out: "In order to cope with the double eleven, this year we have recruited hundreds of temporary employees through school-enterprise cooperation and social recruitment. They are mainly arranged in loading and unloading positions, and have been carried out more than a month in advance. Professional technical training. According to reports, the number of employees during the peak period of all transshipment centers of Shentong Express will increase by 30% to 40% compared with last year.
In terms of transport vehicles, Shentong has increased vehicles based on cargo volume estimates and vehicle reserves. “There are 30,000 vehicles in the existing network. We will increase the vehicle reserve by 20% to 30%, and we need to call some social vehicle resources, mainly on the trunk transportation, and temporarily dispatch according to the actual cargo volume.â€
In addition, according to the ten-day digestion of Tmall's express shipments on the same day, Shentong has expanded the venue according to the standard of more than 60% increase in cargo volume, and recently searched for temporary warehouses for temporary storage of express shipments, and the number of transshipment centers also increased from 72 last year. Increased to 82 to speed up cargo turnover.
In response to the difficulties caused by weather, road and other objective factors on the operation of express mail, the person in charge of Yunda Express said that it will release the announcement on the official website of Yunda Express for the first time to let the customer know. At the same time, Yunda Express Headquarters will arrange a special team to collect the latest developments of the whole network express mail in time, monitor and track the latest situation of express mail flow and traffic throughout the network, remind customers in the centralized traffic area, control the number of shipments, and thus guarantee the express delivery business. Safe and efficient operation during peak hours to ensure quality of service.
Traffic police conduct safety education for express delivery companies
Evening News reported that the "Double Eleven" e-commerce shopping activities are approaching, the business volume of the express delivery industry has surged, and the Huangpu Traffic Police Detachment has launched a door to send security activities to a number of express delivery companies within its jurisdiction. This morning, employees of four large express delivery companies took a road safety class at the job site.
At 7:30 today, the Huangpu Traffic Police Detachment publicized the police driving propaganda vehicle into the express industry distribution center under the Nanpu Bridge. Shentong, Yuantong [microblogging], Zhongtong and ZJS [microblogging] employees of four express delivery companies are collecting and packing. Under the leadership of the manager of the store, the employees of the company came to the square. The police officer of the Huangpu Traffic Police Detachment used the large screen on the propaganda car to broadcast the live video of the traffic accident caused by the non-motor vehicles in the area. The accident tragedy was shocking. In addition, the police also systematically explained the non-motor vehicle licensing, the relevant legal provisions on the road, the common traffic violation responsibilities, and the common sense of safe cycling.
Consumer Protection Committee reminds citizens to be alert to online shopping risks
Evening news "double eleven" is coming, and the promotion activities of major e-commerce companies have swept through. The Consumer Protection Committee issued a consumer reminder yesterday to remind the public to be wary of the price of the market, such as the price drop, the order is out of stock, the delivery is slow, and so on.
The Consumer Protection Committee reminded that during the “Double Eleven†period, many e-commerce companies will use “low price and high performance†to mobilize consumers' desire to purchase, but consumers must consciously control the impulse of consumption, not only to shop around, but also to pay attention to Product quality, beware of buying "junk goods."
At the same time, "oversold" is a hot spot after the "double eleven" last year. Consumers should beware of this phenomenon, and they must be affected by problems such as not being able to refund in time.
Express delivery slower is the ills of the "Double Eleven" promotion. The Municipal Consumer Protection Committee advises consumers that there should be some expectation for the special factors during the “Double Eleven†period. If you purchase goods with strong time limit, it is best to reserve a certain time for receiving goods.
In addition, for e-commerce companies, the Municipal Consumer Protection Committee has called for price reductions to not reduce quality. At the same time of price reduction promotion and mutual benefit, we will try our best to make various plans and standardize business operations to avoid online shopping “post-holidayâ€.
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