Offline Businessmen Are Not Willing To Be Tmall's Fitting Rooms.

< p > just like Ali is not willing to be an advertising operator only, the offline businessmen are not willing to be Tmall's fitting rooms.

"Come to my field to see, but brush money to < a href=" http://www.91se91.com/news/index_c.asp > Tmall < /a >, who will do it! "This is the voice of many brands.

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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 > initially, it should be group buying that involves O2O. It is mainly a series of life entertainment such as eating, traveling, KTV and so on. Online and offline stores combine online orders and 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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What a harmonious picture, but how do you think the < a href= http://www.91se91.com/news/index_s.asp > > /a > this time is like a fitting room. It is full of trial products for customers to try at random. When they are satisfied, they will buy it online again. If it is like Suning, the online and offline businesses are their own ones, then they will care about so much. They can just run to others' stores like Tmall so that they can provide free trial. Finally, the behavior that customers can buy on their own may make the shopkeepers calm for a while, but there will be a day of P.

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< p > since last week, the Red Star mkiron boycotted Tmall's double 11, I feel that a war is going to break out. The action of Red Star mkiron to resist double eleven has only exposed the tip of the iceberg, which is dissatisfied and uneasy 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 market committee of the China Furniture Association, the 19 largest chain stores or regional stores in China's home industry, such as the home, red star, Yoshimori Ikuni, Jimei, golden horse, triumph, Eurasia, Chengdu, Shaanxi, Xi'an, Daming Palace, Xianghe golden key, Guangdong Le Louvre Museum, Harbin red flag and Chengdu Fu Sen Mei jointly signed the "opinions on standardizing the work of electronic 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 move the store's business to the paction through 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 > unexpectedly, Tmall's practices at home were also "very disgusted". Oral prohibitions were already given, and individual merchants were investigated and dealt with.

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 > the collective run away of the entity store is a necessary process. There is room for the existence of things that can balance the market. O2O is undoubtedly a great opportunity. But the most important thing 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 > > a href= "http://www.91se91.com" > electricity supplier < /a > is undoubtedly ambitious. This piece of cake on the line has been unable to satisfy them, just like Suning unwilling to be a retailer, just like Ali is not willing to be an operator who only charges an advertising fee, and the offline businessmen are not willing to make Tmall's fitting room.

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