Electricity Supplier Ambition: Offline Merchants Are Not Willing To Make Tmall "Fitting Room".

< p > some people say that in the next three years, the electricity supplier will be the world of < a href= "http://sjfzxm.com/news/index_cj.as" > O2O < /a >.

But the electricity supplier is ambitious. This piece of cake on the line has been unable to satisfy them. Just like Ali is not willing to be an operator who only charges an advertising fee, the merchants under the line are not willing to make Tmall's fitting room.

"Come to my field to see, but brush money to < a href=" http://sjfzxm.com/news/index_cj.as > Tmall < /a >, who will do it! "This is the voice of many brands.

Let's take a look.

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< p > some people say that in the next three years, the electricity supplier must be the O2O world.

Although O2O is still in its early stage of germination, it is undeniable that it will blossom everywhere.

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< p > at first, O2O should be a href= "http://sjfzxm.com/news/index_cj.as" > group buying < /a >, mainly for dining, tourism, KTV and a series of life entertainment, online and offline stores, online orders, offline consumption.

Later, when B2C began to mature, the mobile Internet began to spread, and logistics began to have a complete relay, which also indicated the advent of O2O.

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< p > below the shopping line, what a harmonious picture, but how do you think the entity store is like a fitting room at this time. It is full of trial products for customers to try at random, and then buy them online when they are satisfied. If it is like Suning, the online and offline businesses are all home, so they can care about so much. They can run to others' stores like Tmall so that they can provide free trial. Finally, letting customers buy on their own can make shopkeepers calm for a while, but there will be a day of runaway.

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< p > since last week's a href= "http://sjfzxm.com/news/index_cj.as" > Red Star mklong < /a > boycott Tmall double 11, I feel faint that a war will break out. A href= "http://sjfzxm.com/news/index_cj.as" > Red Star mklong resists double eleven "/a" behavior which only exposes the tip of the iceberg of dissatisfaction and unrest on the line, but behind this sentiment, it is bound to trigger more stores' joint struggle.

Now this dissatisfaction has finally broken out.

In recent days, 19 large scale home stores in China have quietly signed a "casting name", which will carry out joint defense against the impact of Tmall and other electronic business platforms.

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< p > as the chairman of the China Furniture Association's market committee, < a href= "http://sjfzxm.com/news/index_cj.as" > the 19 largest chain stores or regional stores in China's home industry < /a > the largest household chain, such as the home, red star Meron, Jisheng Wei bang, Jimei, Jin Ma triumph, Eurasia, Chengdu, Shaanxi, Xi'an, Daming Palace, Xianghe golden key, Guangdong Le Louvre Museum, Harbin red flag, Chengdu Fu Sen Mei, etc., jointly signed the "opinions on standardizing the work of e-commerce".

Among them, it is also clearly stipulated that "the store can not be changed into the offline experience place of the electricity supplier".

It is not allowed to pfer the business of the store to his business through the mobile POS. "

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Although P is not mentioned clearly, it is an indisputable fact that Tmall is the representative of the electricity supplier.

In October 22nd, Tmall convened the "double 11" mobilization conference of the home industry. On the second day, the market committee of the China Association of trade unions approved the above guidance.

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< p > "come to my field to see it, but brush money onto Tmall, no one will do it!" this is the voice of many brands.

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< p > > a href= "http://sjfzxm.com/news/index_cj.as" > actually the house "/a > high-level Tmall's practice is also" very disgusted ", has already spoken the ban, and has done the investigation and punishment to the individual merchant.

In from October 30th to 31st, the merchants of the house actually received formal notification. The main content was "no cooperation with the unrelated electricity supplier". No sign should be displayed, and offline experience activities should be prohibited.

It is not allowed to use the mobile POS machine of the electricity supplier. Once the discovery is not only confiscated, it will also impose a penalty of 10 times the amount of the paction, and two times of direct clearance.

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< p > > a href= "http://sjfzxm.com/news/index_cj.as" > the collective walk of the entity shop < /a > is a necessary process. There is room for the existence of things that can balance the market. O2O undoubtedly has great opportunities, but the most important thing at present is how to adjust the balance between the line and the offline.

Under the condition of not being able to try, the advantage is that it does not need to pay for the rental and operation of the entity store, thus filling the vacant supply user. We all know that China's housing price is high and frightening. It is frightening to not dare to get married after 80. It frightens 90 people to dare to talk about love and love. Even when Starbucks comes to China, the price has doubled three times because of the higher housing price. Now, however, the physical store is only a fitting room, too luxurious. In this case, what is the value of the entity store? This is the contradictory point between the online and offline, and it is also the contradictory point of O2O.

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< p > the electricity supplier is ambitious. This piece of cake on the line has been unable to satisfy them. Just like a href= "http://sjfzxm.com/news/index_cj.as", Suning /a is not willing to be a retailer, just like a href= "http://sjfzxm.com/news/index_cj.as" > Ali "/a", unwilling to be an operator who only charges an advertising fee. The offline businessmen are not willing to make Tmall's fitting rooms.

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