Taobao's offline brick-and-mortar store-Aifengchao Home Experience Museum has recently fallen into a "forced investment promotion" vortex.
Some people in the industry said that the online super girl, "bee tide" offline experience store "suspected" forced investment. According to reports, a recent notification from Aifeng was issued, requiring Taobao home online brands to settle in the Aifeng wave offline experience store. If it is not accepted, the online promotion and event resources of Taobao will be directly affected.
The reporter conducted a follow-up investigation on the fact that Aibo Chao was accused of "abduction of investment" and found that in addition to the regular rent, the Aibo Chao experience store also needs to pay 5% service fee and 2% transaction fee for selling goods The rent per square meter is higher than Chengcheng Chengcheng and South Jimei, which is likely to catch up with traditional hypermarkets.
Many businesses questioned that the Taobao love bee tide model, which neither saves money nor worry, violates the core principles of e-commerce.
During the Spring Festival in 2012, when the whole country was immersed in the festive atmosphere, Lao Liang in Beijing "suffers" from anxiety. The investment notice issued by Taobao love bee tide years ago made him, as the head of a home furnishing brand restless-repeatedly weighing the pros and cons after entering the love bee tide experience hall.
Lao Liang told reporters that the Sifeng Store of Aipong Chao and the Chengcheng Store outside of the city are currently in the process of intensive investment promotion. Years ago, he received a call from the investment bee-loving investment staff, asking the brand to settle in the offline experience store. If there is any objection, online promotion resources will be directly affected.
The phone calls of the bee-tide investment staff made Lao Liang in a dilemma. "The love bee tide Sihui store is a deserted chinaren. The rent price is comparable to the traditional store. The service fee and transaction fee are high. I really don't want to settle in." Missed. It is understood that these activities include "home improvement weekend purchase", "ju bargain", "double eleven", "double twelve" and so on.
In desperation, Lao Liang had to compromise, and chose the location with the cheapest rent and the worst location in the four-store Huifeng shop. According to his words, "In order to save the operating costs of the store. In Laoliang's view, the most savings that e-commerce can save are the cost of building a store. The model seems to violate the core principle of e-commerce-can not save money.
Lao Liang revealed to reporters that in terms of rent, the monthly rent for the Aifeng wave offline experience hall is about 333 yuan / square meter, which has exceeded the traditional stores such as Chengwaicheng and Nanjimei. In addition, after he settled in, he also needed to pay 5% service fee and 2% transaction fee for each order. In this way, Lao Liang estimated that the possibility of making money is unlikely.
Do not settle in the offline experience store brand online store "difficult to guarantee"
The reporter found the focus decoration homepage in the Aipiao Chao Experience Museum, and the brands that settled in the offline experience museum are basically active users of Taobao Mall, such as Suibao, Han Feier, Lin's Wood, and Austin Castle seen on the home page. And other brands. According to insiders, Taobao loves the bee tide to follow the pattern of tightly binding online and offline resources. Today, Aifengchao and Taobao Mall are putting pressure on the brand. If they do not enter the offline experience store, the online promotion activities of the brand will be affected, and they will not be directly involved in the recommended activities of Taobao Mall, such as Double Bargain, Double Eleven, and Double Twelve.
Taobao loves the bee tide is the mode of tightly binding online and offline resources
In order to participate in the activities of Taobao Mall and keep online promotion resources, many Taobao Mall brands reluctantly settled in offline experience centers. "We settled in this time and chose the cheapest place for rent, in order to cope with the overlord clause issued by Taobao Mall." Xiao Chen, the person in charge of online marketing for a certain brand, made the same choice as Laoliang.
Industry insiders pointed out that the high amount of rebates has also become the reason for the brand's reluctance to settle in. The alumni list in the 2012 Taobao Mall Love Bee Tide Investment Promotion Program (hereinafter referred to as the "program") provided by its brand pointed out in Article 13 of Chapter V Displaying Charge Standards: Merchants applying to settle in need to pay for the experience museum technical services Fees, including the provision of Party A to Party B to provide related software system services to support product display, touch screen terminal system services for product promotion and sales, logistics branch and installation tracking system services, and online after-sales support. In the 2012 technical service fee rate table, the reporter found that the settled merchants must pay the technical service fee according to 2% -5% of the sales. Among them, except for the basic building materials, other home improvement furniture and home textile products are required to pay 5% service fee .
In addition to paying 5% service fees for customers such as furniture, sofas, and floors, transactions in Beijing also require a 2% transaction fee. What is a transaction fee? Xiao Chen told reporters that at the same time, the merchants who entered the online and offline businesses, and the transaction volume belonging to the Beijing area, will also charge an additional 2% fee, which is called the transaction fee. The price of products originally sold online is not high, and various rebates leave the merchants in a state of zero profit.
Experience the deserted store front and lose more
The e-commerce myth of Taobao home offline physical store-Aifengchao Home Experience Museum did not appear. A reporter recently looked down at Sogou on the fourth floor of the Sihui shop of Aifengchao. The experience hall is empty and deserted. It is hard to see customers. Occasionally someone walks to the multimedia network terminal to operate and there is no shopping guide to help. This is in sharp contrast to the hustle and bustle scene when the love bee tide opened eight months ago.
A cleaning staff told reporters that the flow of passengers at the Aifeng Museum is far less than before, and the current working status is very "relaxed." During the unannounced interview, the reporter learned that the shuttle bus between the subway line 1 and the experience center has been canceled every 30 minutes. As for why the suspension, the reporter did not get an answer.
The indifference of the e-commerce platform created by the love bee tide has made the days of brand merchants more entangled and lost money. Wang Mou, a person in charge of a furniture brand, told reporters that in the past eight months, the only dozens of transaction amounts have prevented merchants from paying for the experience hall rent, rebate and other expenses. A merchant told reporters that in the experience hall, an open single room of about 40 square meters was rented, and the monthly rent was more than 12,000. In the nearly eight months since it opened in May, it has been hard to earn even monthly rent. The product pricing of the e-commerce platform itself is relatively low, and the bee tide has to charge a 5% service fee and 2% transaction fee for each order. The profit margin is not large, and it has become the majority of brands in the experience museum. True portrayal.
"Most brands are not enough to make ends meet, but there are a few that are profitable." Wang said that some Taobao brands like Lin's Wood and Han Feier are profitable, while those with physical stores in Beijing and the country It is in the "deep water". The result of only losing money made them evacuate the idea of ​​evacuation experience hall, but due to some "sorrows" they had to give up the idea of ​​evacuation.
The high rent of love bee tide, the low cost advantage of expensive e-commerce charges have been eroded
Nowadays, the sales performance of traditional channels has been seriously declining, and many brands will hope to rely on this new channel of e-commerce. In the industry's view, the least cost savings in the home furnishing industry are service costs, and the easiest savings are the cost of building a store, which is also one of the characteristics of e-commerce to distinguish physical channels. However, the offline experience home shop home.focus.cn created by the bee tide, store rents comparable to traditional stores, the service fee and transaction fee charged for each order have eroded the advantages of e-commerce.
Aifengchao Home Experience Pavilion consists of model rooms. According to the rental price list on the B1 floor of the Aipiao Chao Experience Hall provided by a brand, the monthly rent of the exhibition hall varies: there are 14 square meters of single rooms with a rent of 5100 yuan, 42 square meters of 15400 yuan, and a 13 square meter A single room of 3700 yuan. According to industry estimates, the monthly rent for a 15-square-meter single room is about 5,000 yuan, and the monthly rent per square meter is about 333 yuan.
In Nancheng, Beijing, there are not only e-commerce experience centers that love the bee tide e-commerce, but also traditional physical stores such as Chengwaicheng, Nanjimei, Red Star Macalline East Fourth Ring Store, and Actually Home Shilihe Store. The data shows that Tianlong Babu, located on the main channel of Chengcheng outside the city, has a monthly rent of about 380 yuan / m2 for the advantageous storefront, and a monthly rent of about 280 yuan / m2. Among them, the monthly rent of Hall 3 and Hall 5 is the highest, about 320 yuan / square meter, and the price of some exhibition halls is even about 220 yuan / square meter; while the price of the famous Red Star Macalline and the actual home is not very different Large, the price is between 390 yuan / square meter-420 yuan / square meter.
Judging from the monthly rent per square meter, compared with traditional stores, the bee-loving trend of rent is not obvious, even higher than Chengcheng and Jimei. In traditional stores, brands only need to pay a fixed rent to Chinaren, while in the Aibo Chao Experience Center, the merchants also need to pay a 5% service fee for each order. In addition, each order in Beijing also needs to pay Aifeng Tide pays a 2% transaction fee. Calculated in this way, the e-commerce platform created by Aifeng can't save brand owners much store rent, and in some cases the rent amount is even higher.
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