"Tmall Mode" Is Not Suitable For The Home Industry.

< p > recently, at the summit forum of China's home industry evolution, the "a href=" http://www.91se91.com/news/index_c.asp "Tmall mode < /a > has been bombarded by a number of industry insiders, and is not suitable for the home industry." a "

In order to find a way out, incredibly home, TATA wooden doors, Mei Le Le, Shang pin home furnishing and other home enterprises have created their own new business routes to snatch everyone's coveted network opportunities.

According to the insiders, if the home industry wants to truly embrace the electricity supplier, it must solve the three difficult problems of low awareness of manufacturers, sharing profits with distributors, and unifying prices on line and offline.

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< p > < strong > home electric business Tmall mode was bombarded < /strong > < /p >.

< p > "Taobao and Tmall are not suitable for home industry." in January 7th, in China's < a href= "http://www.91se91.com/news/index_c.asp" > home industry < /a > Evolution Summit Forum, Sina general manager Dong Dong took the lead in shelling "Tmall mode", and pointed out that "e-commerce must be wired under the enterprise, because in addition to experience, consumers also want to have a guarantee, whether it is" after 90 "or" after 00 "all need security, will definitely go to the scene to see.

In the future, it may be that online will become a channel for understanding before sales, and real purchases will be completed online. This is the characteristics of our home industry. "

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Liu Chen, executive vice president and Secretary General of Beijing home industry association, agrees with Wen Dong. He thinks that "home building material products are bulk, slow consumer goods, and pay attention to experience. Consumers can buy such products instead of looking at a photo." P

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Wu Chenxi, chairman of P TATA wooden door, bluntly asserted that Tmall's guiding way is definitely not the future of home furnishing industry.

He believes that the real e-commerce is not to use sales promotion and festival to attract consumers, but to become a way of consumer buying behavior, just like people choose mobile phones to buy tickets not because the price is cheap, the home industry is still in the initial stage, there must be a way to guide, "we are waiting for a new way of guidance."

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The "Tmall mode", which was bombarded on the forum, is a B2C e-commerce mode that integrates thousands of brands, manufacturers, and provides one-stop solutions for businesses and consumers. Communication between Ali Wangwang and merchants is conducted through Ali Wangwang software. The products are presented in the form of graphic + text. In the "double 11" period in 2013, the sales of 35 billion yuan were shocking.

Many enterprises in the home industry regard "Tmall mode" as a life-saving straw for opening up the business of electric business. Lin's wood, friends, CHEERS, Jalan and Ou Rui have made remarkable achievements through this mode.

However, for most of the household enterprises, the electricity supplier is still a novelty. Even if it is settled in Tmall, it is only a stepping stone to those "champions", and no substantial progress has been made at all.

Nowadays, the "Tmall mode" that has made some home enterprises taste the sweetness is bombarded as unsuitable for the home industry, and even more puzzled by those companies who are still struggling in the course of the electricity supplier's journey.

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< p > < strong > household enterprises frequently explore new mode of electricity supplier < /strong > < /p >.

< p > roads are people coming out, even if there is no road on the ground.

"Electric shock" is an inevitable trend to conform to the development of the times. This has become the general consensus of the household industry.

Since the "Tmall model" is not everyone's favorite meat and potatoes, opening up a new road has become an inevitable choice. Among them, there are incredibly home, Mei Le Le, TATA wooden door, monk goods and so on.

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< p > the a href= "http://www.91se91.com/news/index_c.asp" of the house, the /a mode can be called an interactive mode.

In November 11, 2013, the online shopping mall on the line actually took the online experience store online online. The online and offline brands are the same price, aiming at those users who like the brand and want to choose the Internet first, and realize the full coverage from offline to online channels through the powerful brand influence that the home has built up.

Wang Linpeng, President of the house, announced at the new year's manufacturers' Association that the online and offline channel coverage would be extended from Beijing to the whole country in 2014, so that people in the ends of the earth could enjoy the excellent service of their home.

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< p > --EndFragment-- > the beautiful Lele, which is born for the Internet, adopts the "reverse mode" -- developing from the line to the line, and realizing the O2O docking through the way of opening experiential shops in batches.

In this way, the first thing that merlle did was to withdraw its Taobao, and bid farewell to the Tmall model, and set up its own independent e-commerce platform, the Merlot furniture network, to realize online shopping and offline experience.

Up to now, Mei Le Le has built more than 200 experience stores in the whole country.

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< p > TATA wooden door business mode is trying to "integrate mode", actively integrate online resources, active in Tmall, incredibly online, together with decoration network, Sina home and other network channels and become a sales star.

Wu Chenxi, chairman of TATA wooden door, said, "making channels is not what we are good at. We work hard with all kinds of channels, whether traditional or Internet."

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Less than P, the "internet word-of-mouth" mode is adopted, but by clever use of keywords, the chances of the brand showing up on the Internet can be increased, so that people can find it easily and then go to the shop to see the order.

Take Beijing as an example, it has plenty of franchised stores in the main channels such as its home, red star, and so on, while customers who make orders through internet word-of-mouth account for more than 60%.

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< p > < strong > household electrical business needs to solve three problems: < /strong > /p >

< p > whether the Tmall model, which has made brilliant achievements and has been criticized, is still in the test stage of the new model of enterprises such as "home unexpectedly".

The industry believes that the home industry to truly embrace the electricity supplier, we must solve the three major problems, such as weak manufacturers' awareness, sharing profits with distributors, and unified prices on line and offline.

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< p > electronic commerce, whether you care about it or not, it is there, changing people's consumption habits.

"China's consumption pattern has changed, and the single channel is no longer competitive. Online and offline collaborative multi-channel will become the mainstream. The trend of e-commerce is irresistible."

Wang Lin Peng repeatedly appealed to home enterprises to actively embrace the electricity supplier, apparently because some manufacturers are still sticking to traditional thinking and have not mentioned the important agenda of the electricity supplier.

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< p > household electrical business must solve the problem of unified product and price under the online and offline products if it wants to develop in a standardized and orderly way.

Even if it is put forward online on the basis of the real price of the code, cut in by O2O mode, set up sub sites according to the region, carry out the "four identical" principles of "the same business entity, the same product, the same price and the same service", and how to unify the price between each region will continue to be a difficult problem with the opening of the stations in different regions in turn.

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