E-commerce platform and physical store contradiction escalation

Recently, the traditional home store has jointly attracted the attention of the e-commerce platform. It seems that all the furniture people are "bloated" and they are not busy. In fact, the online and offline conflicts and contradictions generated by the furniture industry 020 model are, in the final analysis, a multi-interest issue.

Therefore, whether the rational treatment of the interests of all parties can largely determine whether online and offline sales can be unified.

Recently, the traditional home store has jointly attracted the attention of the e-commerce platform. It seems that all the furniture people are "bloated" and they are not busy.

First giant home Meikailong chairman announced build a new car in the inner workings of the micro-channel group in three initiatives: dissemination prohibited any merchant or promotion dual 11 activities to other electricity providers online in any form within the store; and punishes businesses using Lynx POS machines to do online sales; strictly prohibited businesses to send goods to the factory in order to install other electricity providers line.

Then, the actual family issued a formal notice to the merchants in their stores, and was not allowed to cooperate with the e-commerce. The e-commerce logo was not allowed to be displayed, and offline experience activities were prohibited.

It is not allowed to use the e-commerce mobile POS machine. Once it is found that it is not confiscated, it will be fined 10 times the transaction amount. If it is found twice, it will be cleared directly.

For a time, the furniture industry was full of smoke. According to industry sources, furniture e-commerce is a big supplement to traditional sales channels. If traditional distribution channels can form strategic partnerships with new e-commerce companies and complement each other, the impact of strong alliances is immeasurable. of. On the one hand, the price advantage of e-commerce has broken through the high cost of traditional channels; on the other hand, the network has made it possible for furniture stores to expand the national market in the shortest possible time. The most important thing is that relying on e-commerce, furniture stores have acquired new effective marketing models to meet the needs of a large number of young people's furniture. Online shopping has become the main way of shopping in this huge group after 80s and 90s. Online shopping furniture conforms to the consumption habit of this consumer. With the development of the Internet of Things, mobile payment and cloud computing, the resources available to consumers in the future will be more concise and convenient, and the Chinese furniture e-commerce industry will usher in greater opportunities for transformation and upgrading.

For the interests of traditional home stores and new e-commerce cooperation, the industry has suggested that the price of the experience store and the price of the online store should be unified. From a price perspective, consumers buy the same price regardless of the channel. However, whether it is an online store or a physical store, the price of the product is reduced, because the physical store is compressed through the display of the online mall, and the cost of the venue is saved, and other human and management costs are also Save it, so you can give this part of the cost to the consumer, in order to achieve a win-win situation.

In order to successfully expand online business, home stores must consider how online marketing can be combined with physical display, and ultimately highlight the core competitiveness of cheap, while protecting the existing price system and distinguishing some online products from offline products. It is a problem that furniture stores must consider when they enter e-commerce and cooperate with e-commerce companies.

One fact that can be affirmed is that compared with traditional marketing channels, the new channel mode of e-commerce and offline stores seamlessly has obvious advantages, which not only facilitates manufacturers to expand channels and markets in a short period of time, but also provides consumers with more Low-cost products, richer choices and more convenient ways to shop.

As a new type of epoch-making business model, e-commerce, traditional stores and their paintings are firmly established, it is better to cooperate with e-commerce to achieve a win-win situation, otherwise the fight will be hurt, and the smoke will definitely start again.

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