Home hypermarkets resist e-commerce profit

At present, the integration of the traditional home industry and e-commerce is the general trend. In the face of the massive entry of e-commerce, simple boycott is not a long-term solution. Traditional home stores should adapt to this change and make full use of the accumulated customer resources and other advantages to take the initiative.

"Double 11" has not yet arrived, and the strong smell of gunpowder has already spread in the home industry. Tmall and other e-commerce think of the practice of “selling money” in the pockets of traditional home stores, which triggered the boycott of 19 domestic large-scale home stores such as the Real Home and Red Star Macalline.

In the Tmall "Double 11" Carnival City and other websites, Mengjie, Red Apple and other home brands have built a flagship store, and they have made a big profit in the "Double 11". Ms. Yang, who lives near Dahuangzhuang Bridge in Chaoyang District, Beijing, told reporters that after comparison, she found that the ceiling she wanted to buy was 400 yuan cheaper than the home store.

In the face of the price advantage of e-commerce, home stores such as Real Home, Red Star Macalline may become an online shopping experience store for many home brands. In this regard, as the member of the China Furniture Association Marketing Committee, the largest 19 chain stores or regional hypermarkets in China's home furnishing industry - Real Home, Red Star Macalline, Ouyada, Jisheng Weibang, Golden Horse Triumph, Yuexing, etc. Signed the “Opinions of the China Furniture Association Marketing Committee on Standardizing E-Commerce Work”, which clearly stated that “the store can not be disguised as an offline experience place for e-commerce.” “Without the permission of the store, it is not allowed to use the trademarks and trade names of the stores. And "not allowed to transfer the business of the store to other places through the e-commerce mobile POS machine" and so on.

Although the name of the specific e-commerce is not explicitly mentioned in the "Opinions", it is an indisputable fact that the e-commerce represented by Tmall is pointed at. Compared with the mature traditional channels of physical shopping malls, the sales of e-commerce companies such as Tmall, Melody, and Gao Laozhuang can only be regarded as “pre-class”, why the store operators reacted this time. So intense?

According to industry insiders, at present, the development of China's home furnishing industry is not mature, and the home furnishing industry is lucrative. E-commerce has always hoped to enter the home furnishing industry. Since the beginning of this year, in order to create more performance, Tmall has tried to launch the O2O strategy, propose online and offline linkage, encourage brand dealers to store LOGO, paste logos, scan QR codes, collect coupons and install POS machines. In other ways, the money will be directly brushed onto Alipay to steal customers.

Sun Qiuge, an analyst at Beijing Shangpu Information Consulting Co., believes that it is not uncommon for the contradiction between home stores and e-commerce to intensify. "On the one hand, compared with clothing and other department stores, the unit price of household products is much higher. On the other hand, in 2012, the sales of 'double 11' many e-commerce household products totaled nearly 300 million yuan, home brand dealers and major supermarkets. There is a bit of 'eyes' on this. Consumers look at the goods in the physical store, but ultimately give money to Tmall and other e-commerce. This 'occupied land and grab money' approach is the major physical store joint boycott Tmall The main reason for this." Sun Qiu Ge told reporters that "unified cash register, this is one of the core ways of managing and maintaining merchants in large-scale home shopping malls. Tmall's approach has shaken its fundamental interests, and traditional home store operators will inevitably be angry. ”

With the rapid development of e-commerce platforms, in order to maintain market share, hypermarkets that originally relied on physical stores to make profits have also begun to cross-border development, involved in e-commerce, from traditional stores, community marketing models to network sales models. In a new field, with the e-commerce companies such as Tmall and Gao Laozhuang, how will the traditional home furnishing industry respond?

Sun Qiuge believes that the integration of home manufacturers, stores and e-commerce is the general trend. For home stores, taking the initiative to meet this change will inevitably come at a price. In terms of platform construction, Sun Qiuge suggested setting up an e-commerce platform for traditional home stores and investing the necessary funds and resources. In addition, in the future, traditional home stores may be forced to reduce the original high profits, entry fees, and give to suppliers.

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