Home stores have boycotted Tmall traditional department store Gan do fitting room

The annual Singles Day has not yet arrived, and the "shopping carnival" has been filled with smoke. On the one hand, the traditional home hypermarket, headed by the Real House and Red Star Macalline, announced that it would boycott Tmall and prohibit the merchants from promoting the promotion of Tmall “Double 11”; on the other hand, the tradition led by Intime Department Store and Joy City The department store is willing to be a Tmall "fitting room". This year's "Double 11" is doomed to be not calm. Do not do the offline experience area Recently, a WeChat screenshot of Red Star Macalline Chairman Che Jianxin has aroused attention in the home industry. In the WeChat car construction, the new "three bans" were issued: "No merchants are allowed in any form in the store. Spread or promote the “Double 11” activities on other e-commerce lines; strictly investigate and deal with merchants using Tmall POS machines to make sales online; strictly prohibit merchants from ordering the factory to install and install orders on other e-commerce lines.” Also received support from a number of home industry hypermarkets. It is understood that the China Furniture Association Marketing Committee has issued the "Opinions on Standardizing E-Commerce Work", as a member of the Bureau of the Committee, the largest 19 chain or regional hypermarkets in the home furnishing industry, such as the Real Home, Red Star Macalline, etc. This document. The "Opinions" stipulates that "the offline experience site that can not be disguised to make the store become an e-commerce, can not let the dealer become the offline porter of the e-commerce; when the manufacturers and merchants carry out low-price promotions online, they must mainly cooperate with the store. The partner informs and adjusts the price of the store to the same line; it is not allowed to transfer the business of the store to other places for trading through the e-commerce mobile POS.” Regarding the “three bans”, Che Jianxin did not respond positively to the Securities Times reporter. The staff said, "Tmall activities do have conflicts of interest for us. In order to deal with the "Double 11", large-scale promotional activities will be launched in conjunction with multiple stores in the next few days. The specific situation is not convenient to disclose." "From a business perspective Said that this boycott is normal, after all, caused a certain conflict of interest." Analysys Mao Ajing of Analysys thinks that the previous "double 11" is mainly online carnival, this time Tmall's offline experience is bound to Impact on traditional stores. Compared with the more mature clothing industry, 3C and book market, the offline supply of the home industry is very complicated. At present, there is no very successful case for e-commerce. The attitude of home stores is not positive for e-commerce, and the snatch of online and offline users has just begun. . For brand owners, they have to face the problem of standing teams. Mao Ajing said that there is one more choice for one channel. The current e-commerce path of the home industry does not mean that it does not work. If a breakthrough can be found, the home store’s resistance to Tmall will not work. Choose to stand on the side of Tmall.” It is understood that in addition to the home industry, traditional home appliance retailers will also have large-scale operations, more than 60 companies will unite to counterattack, alliance promotion and online e-commerce. In this regard, Tmall related personnel told the Securities Times reporter, "We are a very open platform, whether the other party is the cooperation is their choice." O2O irreversible relative to the home hypermarket boycott, some independent home brands for "double 11" The carnival is much more positive. Meikemeijia (600337) "Double 11" will sell its own brand "ZEST" at Tmall. An executive of Meikemeijia said: "This time mainly for testing and testing the back-end service cooperation. O2O is a new trend, which can be used as a supplement to the physical store. After the test, it will start to develop a set of online. Mode." At present, Tmall's largest home brand "All Friends Home" continues to increase the "Double 11" investment, and actively become a Tmall O2O partner business, offline experience, online booking orders. Tmall staff said that O2O partners like Allyou Home have about 300 brands and more than 30,000 offline stores. In addition to Baodao glasses, Hongtu Sanbao, Haier, GAP and other private brands, some traditional department stores have also begun to actively join Tmall. Intime took the first step in June and took the initiative to cooperate with Tmall. On the same day, 300 brands of the “Double 11” realized the same price online and offline. Chen Xiaodong, CEO of Yintai Commercial Group, said in an interview that “the Internet Development, all doubts and rejections are stupid, can only be understood and embraced." In addition, Beijing Chaoyang Joy City recently announced that it is willing to do Tmall "Double 11" fitting room, welcome customers to copy the number. Mao Ajing analysis, O2O this trend is irreversible, department stores are willing to cooperate is a new survival mode, and the mall and Tmall direct docking hinder small, department stores can focus on how to operate on the e-commerce line, and the line Repositioned as an experience center. For Tmall and partner merchants, O2O is the new "Double 11" game this year. Whether the goods can be opened and how the online and offline benefits are distributed is a difficult problem.

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