In China in November, Internet shopping has undoubtedly become one of the hot search terms, and Tmall is a core member of the hot word!
However, this year's massive amount is no longer a promotional message for the water, or a speculation that the "Double 11" Tmall can sell tens of billions. Such as the home market boycott, counterattack the words of Tmall, frequently appeared. The omnipotent Tmall suffers from a long-lost "losing". Tmall launched O2O, which made the home store collectively cast a name, what is the fear of the home store? After the collective counterattack, Tmall "surrendered", what are you afraid of? Online and offline game upgrades, what is the intention behind the battle? In this regard, our reporter conducted an in-depth interview to explore the reasons.
Online attack
Tmall homes offer "killing skills"
Full screen promotional information, bombing-like shopping reminders. Tmall Mall, a few days before the arrival of “Double 11â€, frequently intensively like a netizen to send a signal: “Pick the goods in advance, then click the mouse.†Like the previous “Double 11†eve, every time, traditional merchants Feel tremendous pressure.
In order to further expand the market performance, this year Tmall "Double 11" is the main O2O model, including the home industry with limited promotion.
As the new O2O model of this year's nirvana, Tmall has some explanations. The promotion plan announced on October 15th shows that this year's "Double 11" will promote online and offline access to more than 1,000 counties and cities in China. More than 30,000 brand stores. In this mode, consumers can use the QR code to make online orders and obtain online discounts while offline. Then they are responsible for delivery, installation, debugging, etc. (this newspaper has previously reported ). It seems that all the information conveys a result, the home is big, it is about to open, and the huge sales are very promising. However, just as Tmall plans to advance as scheduled, the home offline channels have collectively voiced and held a group counterattack.
Offline counterattack
19 home store joint boycotts
"To the merchants to start the meeting, tell them that this is the Red Star is protecting them, they help the online distribution in order to make a small profit, and in the fight for their own lives." On October 29, the red star Meikailong chairman car on the Internet crazy spread The three bans issued by Jianxin in its internal working WeChat group “Group Operation Line†quickly became popular. One of the bans said: "It is strictly forbidden for any merchant to spread or promote the 'Double 11' activities on other e-commerce lines in any form." With the escalation of the boycott, it will eventually include the House of Reality, Red Star Macalline, JSWB, 19 home chain stores such as Yuexing jointly boycotted Tmall's “Double 11†O2O marketing campaign. In the end, Tmall made a concession and issued a “Home Improvement O2O Business Termination Agreement Notice†to the home improvement category business, which stated that “the effect of the O2O Supplemental Agreement was terminated on November 20, 2013â€. In this regard, Tmall's well-planned home O2O plan was forced to die on the eve of the "Double 11".
Consumer experience
Online shopping 17 kinds of goods cheaper than the physical store 10,000 yuan in the store to choose a sofa, bathroom, furniture ... can be on the spot, do not buy all online orders, this is a new shopping habits of many consumers today.
In 2013, Mr. Liu, a citizen of Changchun, finally moved into his new house. The house is beautifully decorated, especially the bathroom products are Wrigley, Kohler and other big brands. When visiting relatives and friends, they will praise. At this time, Mr. Liu is very happy. Because, the online shop helped him save a lot.
“It’s very complicated to make a house renovation. The idea at that time was very simple. I bought some high-end brands that I can use.†In order to better understand the price and brand influence of the products, the procurement cost is kept within the budget, Mr. Liu A total of one month to visit the local home stores. Looking at the goods on the spot, copying the price than the style, and asking the people to find the bottom price... According to him, after mastering the general situation of the goods to be purchased, a preliminary conclusion was drawn, and most of the prices have no room for negotiation. Discounts can be compared with psychologically expected prices. How to do? When I was chatting, my friend’s sentence couldn’t go online to see 呗 (online shop), and he woke up in confusion.
"I don't know, all the goods I saw in the store, there are sales online." Mr. Liu told reporters that the preliminary inspection was very useful, at least to the heart. After talking with several shopkeepers, after negotiating the details of price and logistics, formally place an order.
In this shopping list, there are conjoined toilets, bathroom cabinets, large bathtubs, small items such as hot and cold water faucets, showers, triangle valves, hardware pendants, and a total of 17 items. There are a lot of goods, and the price concessions are obvious. He gave reporters an example. If the same goods were purchased locally, even if the friendship price and activity price were added together, the latter was at least 10,000 yuan cheaper than the former. Among them, the most representative brand-name bathtub, the local physical store price is 23,000, the store special price is more than 70%, and people are also required to get more than 50%. But the online purchase counts less than 8,000 yuan.
"Installing the local can find people, more than 600 will be all done, early fear that things have arrived, no one to install, now, worry is redundant," he said.
Offline merchant
Online shopping forced "grab money" obviously
Recently, a furniture brand agent Ms. He’s mobile phone has been receiving promotional information about “online shopping offersâ€. If she put it in the past, she will not look at it, but now it is different. Any relevant short messages will be received. Look carefully.
“The reason why I do this is because of complaints from employees.†She told reporters that some employees mentioned more than once that there are a lot of people who go to the store now, and the price is also in place. But the guests are “not paying for moneyâ€, always “ Let’s take a look at the reason for leaving the store. After a few days of tracking back visits, the other party said that they have already bought it online. Ms. He reluctantly said that in the past, only traditional clothing, shoes, hats, small appliances and other businesses were attacked by the Internet. I did not expect that this fire would actually burn into the home field.
The entity sees the goods, orders online, and the "grab money" signal that is transmitted is not only perceived by Ms. He. “The online shop merchants have the advantages of low inventory pressure, low operating cost, and unlimited operation scale.†There is a factory in the Misha Industrial Park, a physical storefront in many local home stores, and two agency brands. In an interview with the reporter, the manager admitted that the trend of marketing can not stop, the phenomenon of online shopping forced to physical business is objective, especially those "unchanged" pipeline brands, the "experience" probability is greatly improved. For the change in income, his image metaphor, a friend of the first-line furniture brand, last year's 10 million sales can have 3 million profits, this year can only have 1 million. The manager said frankly that his company has already bid farewell to the finished furniture agent, but is personalized. The reason for this is that it is differentiated from the online store. Not only does it open an online store, the purpose is to interact online and offline, and follow the trend. When reporters visited the home stores in various urban areas in Changchun, some brand agents also expressed their resistance to online and offline competitions, which caused more or less impact on physical stores.
Reporter survey
Focusing on the focus of high-end brands through market research is not difficult to find. In the home market, the main factors affecting consumers' shopping will be brand and quality, price, logistics, after-sales and services, among which the price factor is most valued.
In the investigation of the reporter's investigation, it was found that the current local market, the most obvious online resistance of household goods is the mid-to-high-end brand. Therefore, similar commodity brands have greater influence and higher prices. Consumers are relatively cautious when purchasing, and important. The reference is the price cost. Compared with the former two, low-end household goods have lower profits, mainly relying on profit. Consumers do not pay much attention to online prices when choosing such products. Therefore, the focus is mainly on middle and high-end brands. This is also the main commodity that is most valued by large-scale stores. The reporter found that this situation is more obvious in major shopping websites and professional large-scale stores. From thousands of dollars to hundreds of thousands of household items, the most abundant types of goods.
"Looking at the national market casually, my home owner pushes this original price of 15,000 yuan shower equipment (price), I can give you a 40% discount, no less than 30% off in the physical store." On the Tmall agent a certain line of bathroom brands Ms. Li told reporters in Ali Wangwang, “Some people say that online is a fake, so it is unfounded. Online stores are also authorized by agents. They are directly agents of manufacturers. There are no storefronts, personnel, and ground promotion fees, so the price is cheap. If you buy a product that you are worried about is a fake, you can send a screenshot directly to the manufacturer to verify the authenticity."
Reason
Being caught in the flood season is touched
There is always a reason behind the war.
"Frozen three feet is not a cold day, you come to the store to pick the goods, place an order online, watch the money from the pocket and be taken away by others, who can be happy when the customer is taken away, this is the focus of contradiction." Local An unnamed home store marketing manager said that they all rely on channel traffic to eat. The fundamental conflict between the two parties lies in the distribution of benefits. Although Jilin Province’s reaction in this boycott is not obvious, practitioners still care about this. After all, things are "big things" in the industry.
According to industry insiders, operating costs are too high, expansion is too fast, and home e-commerce challenges traditional store models have caused traditional home stores to fall into a flood season. According to public data in 2012, there are more than 10 well-known home stores in the country in only one year. Closing the door is a good example.
The data of the Circulation Industry Development Department of the Ministry of Commerce and the China Building Materials Circulation Association further confirmed the fact that the profit declined. In 2012, the annual sales of building materials and furniture stores above designated size were 1,246.7 billion yuan, down 2.46% year-on-year, compared with 1-3 in 2013. Monthly cumulative sales were 213.6 billion yuan, down 2.43% year-on-year.
“The core interests of traditional physical storefronts have been touched, which is unacceptable to these businesses.†Zhang Yi, CEO of Ai Media Consulting, told reporters that when standardized goods are becoming more and more mature, traditional home selling places can provide goods online. Basically can be found, which to some extent subvert the original home store model, and squeeze out the price of water, grab the physical store traffic, home e-commerce is infiltrating into all corners of the market. It is also unacceptable to traditional merchants, bypassing the payment in the mall and directly selecting online payment, which is a challenge for home store management itself.
Future guess
The entrance threshold of the traditional store or the reduction of Tmall's home O2O plan, although it is not possible to catch up with the consumption of the "double 11" shopping express, the plan to stop, does not mean that the traditional home store and e-commerce will not break out in the future New battles, the rumors of the outside world and the e-commerce team, is it possible to redistribute the benefits? For the future of the home industry, industry insiders and experts have different speculations and thinking.
There is little chance that the combination of the store and the e-commerce will be "this is definitely not the last time. The simple boycott is not a long-term solution. There are e-commerce companies with home business. Not only Tmall, but all e-commerce companies have seen this fat, home industry. The profits are very rich, and e-commerce has always hoped to enter the industry." Zhang Yi said that it is foreseeable that the future home industry will experience pain, so that the benefit of the people may be a short-term antidote. In addition, it is not impossible for the store to cooperate with e-commerce, but this possibility can be said to be minimal. There are two reasons. First, e-commerce companies such as Tmall rely on their own traffic. Traditional entity sellers have no advantage in this respect, so there is no reason for cooperation. Secondly, the redistribution of interests, traditional home stores will not rush to choose cooperation, because they also have an online O2O platform, such as the home of the home, Red Star Macalline and other sellers will not share their full set of resources because of small profits, Doing is to subvert the traditional profit model.
E-commerce sells home is a trend Some people say that due to the constraints of logistics, marketing channels, after-sales service and other factors, even with the user experience, e-commerce can only be a short-lived home. However, in the view of Fu Wenguang, vice chairman and secretary general of the Jilin Province Furniture Association, it is believed that there is a bias. “Many members feel the potential crisis when they chat, and e-commerce sells home is a trend.†He believes that the constraints of logistics distribution, marketing channels, after-sales service and other factors are not necessary, and the market matching is a process. When the maturity is improved, it will naturally become. The merchants should conform to the consumption inertia, accurately grasp the consumer's mentality, conform to the market, and break the traditional lagging business model. This is a smart move.
Entity retail stores learn from cinema mode reporters learned that many e-commerce companies such as Alibaba and JD.com have already launched huge logistics cooperation or self-construction plans. The industry predicts that this is a signal to strengthen the control and release of cost and efficiency. A challenge. For the future of the home industry, "2013-2017 China home building materials circulation industry in-depth research and investment strategic planning analysis report" pointed out that in addition to exploring a more reasonable O2O model, physical retail stores should also learn from the cinema model, in service upgrades It is a good effort to reflect differentiation. There is also a voice in the country. Merchants in the store mode cannot compete with the online store. It is not without courage, but the middle fee is so tired that they cannot be put down.
Collaboration after online and offline competition will be a trend Ding Yuyong, an associate professor at the School of Economics of Jilin University, said that the fear and rejection of e-commerce by physical stores is actually the crux of the business model of physical businesses. Online shopping is a trend, and e-commerce, including Tmall, has not lost, but is waiting for market feedback. Collaboration between online and offline future competitions will also be a trend. Traditional physical stores have the function of picking up and experiencing, which is actually part of the O2O model. Looking at the physical storefront, the core competitiveness of the home store in the future is inevitably a value-added service, and the price is the advantage of the online part. He predicted that in the future, traditional stores will change in business model, high rents are reduced, sales deduction points are fixed, and entry barriers are lowered, or the most direct means.
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