Home stores should resist the violation of Tmall traditional store interests
The online O2O project, which was carefully planned by Tmall, has invited dozens of well-known home brands to act together. It intends to do a big job on the “Double 11â€. Unexpectedly, “Double 11†has not arrived, and it is resisted in the home store. The middle is broken.
Some people say that this is the attempt of home brands to give up a breakthrough in sales; some say that this is an opportunity for the home industry to lose a self-innovation; some say that this is the traditional home store is doing unfair competition. There is a more kind of voice in the roundabout: the traditional forces are strangling the new things, and history will prove that it is wrong and can't be strangled.
These statements seem to be somewhat exaggerated and on the line. If this incident is regarded as a contest between one model and another, it is slightly reliable; if it is regarded as a party's interest because it is infringed by the other party, it has to be more appropriate to defend and counterattack.
According to information provided by the industry, as early as July 2013, Tmall began to plan home O2O projects. In August, it began to sign O2O business contracts with related brands. In September, related brands gathered in Tmall headquarters in Hangzhou, September 6 Tmall has already delivered Alipay POS machines to manufacturers, and Tmall launched a large-scale publicity at the end of September. In such a long process, there is no confrontation in the home market. Tmall is doing e-commerce, helping companies expand channels and promote products. There is nothing wrong with it! Until the end of October, Tmall launched the home brand to turn the brand store in the home store into Tmall's offline experience store, only when the store was gathering customers, POS machines to brush money, actually home, Red Star Macalline 19 domestic well-known home stores such as Jimei, Yuexing and Ouyada jointly signed the “Opinions on Standardizing E-Commerce Work†under the auspices of the China Furniture Association Marketing Committee, and the goal is to point to the home brands in the store and remind them to comply. The rules of the game, even the "boycott Tmall" argument is somewhat far-fetched!
In the home industry, a grievance against home stores is spreading. Many home brands are not convinced: I have already paid the store for the store, and Tmall teamed up to expand sales, what is your business? As everyone knows, the home brands that make this kind of voice not only ignore the interests of home stores, but also slap their own jobs. Today, you hate the home store to end up renting too much, optimistic about the small profits that Tmall gives. If you make a name for yourself in Tmall tomorrow, Tmall will not charge a lot of money to make you feel like a day. The cat's porter is strange! In the past two years, those "double 11" online sales champions, in addition to earning a prominent position in the sales rankings, I heard who made the money?
Tmall is a good platform and no one will deny it. Tmall's future prospects are limitless and no one will doubt it. However, the richness of the money is your own ability, why should we consider the specialty store in the home store as an experience store? Nothing is that consumers don't trust you! Why do you want to use your store to collect your customers and use the Alipay POS machine at the store to act as your sales? Nothing is that consumers still don't regard you as the mainstream channel! You can go to your own ideas to enhance the trust of consumers, and cultivate consumers to recognize you as the mainstream channel. Why do you want to think that traditional and old-fashioned home stores are your brand and quality books? You want to take advantage of the situation, in order to protect your own interests, the home store says "no" to you, why not take it for granted?
In the "Double 11" battle, Tmall apparently moved the cheese in the home store, and the home store should jointly resist. This has nothing to do with who is stronger and who is better than the future.
JIANGMEN XINXIN METAL PRODUCTS CO., LTD. , https://www.bbqoutdoorgrill.com