Home Textile "War Within Three Kingdoms": Competition Among E-Commerce Channels

< p > July 14th, Shenzhen fuanna home furnishings Limited by Share Ltd (referred to as "fuanna") in the form of announcement, and its Hunan Meng Jie home textiles Limited by Share Ltd (referred to as "Meng Jie home textiles") dispute "WeChat door" dispute step forward.

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< p > in the face of the prosecution of < a href= "http://sjfzxm.com/news/index_cj.as" > fuanna < /a >, Meng Jie home textiles responded that it would actively respond to the lawsuit, and said it would counterclaim, and did not rule out the prosecution of fuanna.

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< p > although Roley's home textile Limited by Share Ltd (WeChat Home Textiles) is another protagonist of "WeChat gate", after the outbreak of the incident, he chose to reconcile with Meng Jie home textiles.

However, a WeChat is still involved in the three home textile industry listed companies, and also exposed the competitive relationship between three home textile giants with gunpowder.

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< p > analysis shows that every channel change in the home textile industry will trigger a new round of fierce competition.

This time, it is the rise of the electricity supplier, so that every company concentrates its energy once again on the channel. The competition behind the WeChat gate is for the mobile terminal giant users.

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< p > < strong > a WeChat triggering a "battle of words" < /strong > /p >

< p > WeChat door incident came to Taiwan before and after, Luo Lai home textile chose to reconcile with Meng Jie home textiles, but fuanna thought it was wrong.

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< p > the so-called "Fujia" accused of the "infringement" information released by Meng Jie home textiles, as of press release, still on top of the Yu Mengjie home textiles official micro-blog platform.

In May 27th, Meng Jie home made a public statement on the official micro-blog's "false news of fuanna manufacturing, repeatedly denying the dream of home textiles." the statement said: "Fuan" released the "3. 15" fake news to denigrate the dream of home textiles. Fuanna not only did not publicly apologize, but also repeatedly issued a statement that "Changning fuanna" had no direct relationship with it to clear up its slander, and it was against smear.

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< p > < strong > the event originated from the forwarding of a false news in WeChat circle.

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< p > 3 / 15 this year, the WeChat platform of "Luo Lai home textile platform, Wenling Luo Lai home textile, Tianjin Lai Lai home textile and Changning fuanna" has forwarded a piece of news about unqualified home textiles products.

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< p > it is reported that the article is called "3.15 home textile unqualified brand, and see if your bed is qualified." in particular, it emphasized the "quality problems of brand products such as Meng Jie and Heng Yuan Xiang".

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< p > the news came from a red net news in September 16, 2013: in September 15, 2013, the Beijing Consumer Association's official website released the "Beijing Consumer Association bedding comparison test results summary sheet".

However, Meng Jie home textile said in a public statement that the news was deleted because it was not true.

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< p > < strong > the news spread on WeChat has changed to "red net Changsha March 15th".

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Pi Shiming, public relations director of Meng Jie home textiles, told Xinhua in an interview with the Beijing News reporter: "the company also sent feedback from dealers, saying that the company's products were exposed to quality problems during the 3 / 15 period, and it was not easy to sell them before they knew the existence of WeChat."

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< p > < strong > "at the beginning of April, the company set up an investigation team to investigate the message forwarded by WeChat."

Pi Shiming said.

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< p > after about a month, in May 5th, Meng Jie home textile issued a public statement saying that the 3 and 15 keywords of the home textiles and the "3 - 15" period of consumer sensitivity to quality were released by the household textiles of Fuzhou, and the "unlawful competition law" fourteenth.

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< p > < strong > WeChat door came to the front.

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< p > in the above statement, Meng Jie home textile requires that within seven days from the date of the announcement of the public statement, Roley's home textiles and fuanna home textile on their respective official WeChat platforms, and their respective WeChat public platforms, such as "Roley home textile platform, Wenling Roley home textiles, Tianjin Roley home textile and Changning fuanna", issued a public letter of apology to the dream home textiles.

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After the announcement of P, the dream home textile and the home textile of Luo Lai reached a compromise.

Pi Shiming said that it was Luo Lai home textile senior executives who found the dream of home textiles, and the two sides reached a settlement.

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< p > Roley's home textiles Dong Tian Tian Lin said that both sides had the intention of reconciliation. "It was originally a misunderstanding that the next franchisee forwarded information from other families, not at the company level."

Both sides refused to disclose the contents of the settlement.

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< p > < strong > < a href= > http://sjfzxm.com/news/index_cj.as > fuanna < /a > think that the fault is not in itself.

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< p > < strong > Event escalation is unavoidable to < < /strong > > /p >.

< p > things have developed to fuanna's prosecution of Meng Jie infringement, and the court has filed a case. Neither side has communicated on WeChat incident.

Eventually the two sides may be forced to court.

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"P," Hu Zhenchao, Fu Anna, said in an interview with the Beijing News: "the information released by Changning fuanna is the franchisee's own behavior, both of which are independent subjects and can not be accused of the company because of the dealer's behavior."

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< p > Hu Zhenchao believes that after the WeChat incident, there was no choice between Meng Jie home textiles and company communication. Instead, it held a press conference directly and appealed to the media. "It has caused adverse effects on fuanna."

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< p > Hu Zhenchao said, "both sides know each other. If you think there is a problem in the dream house textile, you can communicate first.

Now all the bad effects are caused, so there is no point in communicating again. "

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"P" May 6th, fuanna issued a statement to counter attack.

Fuanna said that "Changning Fu Anna" reproduced news and had nothing to do with fuanna company, and believed that the public statement of Meng Jie was "not to blame our company for making false news", "this behavior has seriously infringed on our image and reputation."

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"P," says fuanna, "will retain the right to safeguard its rights and interests through legal means".

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In the face of fuanna's counterattack, Meng Jie home textile again issued a statement on official micro-blog in May 27th, accusing P of "eliminating the slander".

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< p > both sides said in an interview with the Beijing news that neither side had communicated with WeChat on the occasion.

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< p > Pi Shiming believes that after the company issued its first statement, fuanna denies it through various channels and denies the dream of dishonesty and no sincerity of reconciliation.

Hu Zhenchao, fuanna's director, said that the dream of home textiles began to appeal to the media at the beginning, which has already had a bad effect on her reputation.

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< p > < strong > finally, it is inevitable that the two sides are going to court.

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< p > after filing the court, Pi Shiming said that Jiang Tianwu, chairman of the board, had communicated with Lin Guofang, chairman of fuanna, but failed.

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The "P WeChat" incident is not the first competition scandal in the home textile industry.

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< p > in the statement of fuanna's attack on Meng Jie, he accused the dream house of improper conduct.

Fuanna said that during the "La Ba Festival" campaign at the beginning of this year, the official micro-blog of "Meng Jie home textiles e-commerce" issued negative comments on fuanna.

After that, the dream of home textiles is known as employee's personal behavior and fired.

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< p > September 2009 to October, Roley home textile uses Google to compete for rankings, publicizing the "buy Anna, to LOVO" and other false information, and links to Roley home textile e-commerce website.

Fu Anna filed a lawsuit against the Haidian District people's Court of Beijing in July 2010 and finally won the lawsuit.

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"P >, when fuanna and Meng Jie home textiles accused each other of" slander and discredit ", many stores said they did not hear about it.

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< p > for the "WeChat gate" incident, the staff of Beijing City magnetic store in Meng Jie home textile told the Beijing News reporter: "I haven't heard of it."

The staff said with a smile: "Meng Jie depends on customer maintenance, not propaganda."

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"P >," Fu An, a staff member of Beijing city's Wuhan Fang Qiao shop and happy home store, also told the Beijing News reporter: "I haven't heard of it."

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< p > < strong > electricity supplier channel competition is white hot < /strong > < /p >

< p > industry competition intensified and sales data of entity stores declined, prompting enterprises to scramble for electricity supplier channels further.

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< p > it is in fuanna and Meng Jie home textile that Xue Weicheng, who has stepped out of the office of the Luo Lai home textile company, said in a speech at the 2014 bedding special committee, because the "WeChat door" sword pulled out its crossbow. "This industry is not as good as it used to be in the past few years.

The competition is fierce now. "

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< p > < strong > Xue Weicheng said that the growth of the industry in 2013 was less than 10%.

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Yang Zhaohua, President of the China Household Textile Industry Association, said in the above meeting: "last year we all talked about difficulties, but the industrial cluster was in good condition." P

The problem this year is that our industry data is down, and we are a little worried. "

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< p > in the interview, Pi Shiming, director of public relations of Meng Jie home textile company and Hu Zhenchao, Fu Nan and Dong MI, admits that the industry is in the current recession, making competition intensified.

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< p > 2014, a quarterly report shows that Fu An's revenue in the first quarter was 452 million, an increase of 2.99% over the same period last year, and its revenue rose 657 million, up 6.82% compared to the same period last year, while Meng Jie's revenue was 318 million, down 4.13% compared to the same period last year.

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< p > Yang Zhaohua said that more than 200 enterprises were tracked this year. It was found that the performance of the bed product terminal in April, that is, the offline store performance fell very fast, which was beyond the expectation of many brand enterprises, and some fell to 50%, indicating that the terminal problem is still very serious.

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The decline of terminal P < strong > aggravated the contention of enterprises on e-commerce channels.

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< p > 2013 annual report shows that the operating income in 2013 was 1 billion 864 million, an increase of 4.89% over the same period last year.

Fuanna said that the increase in business revenue was mainly due to the expansion of the company's marketing network and the substantial increase in the sales performance of e-commerce.

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< p > fuanna said that in 2013, the operating revenue of the entities under the traditional line was 1 billion 526 million yuan, down 1.78% compared to the same period last year, and the new channel based on e-commerce realized 338 million yuan of business income, an increase of 51.36% over the same period last year.

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"P" Roley home textile said, in 2013, actively expand electronic business and other new channel field business, vigorously develop the online franchise brand, in 2013 "double eleven" activities, its e-commerce retail sales exceeded 180 million yuan.

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Yang Zhaohua, President of the China Household Textile Industry Association, said that the sales of department stores in May this year dropped by 9.1% from 1 to May.

Tmall's sales of home textile products increased 110% in 1-5 months.

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< p > Pi Shiming introduced, at this stage, we are laying the layout of e-commerce channel, competing for online users.

By spreading negative messages from Meng Jie through WeChat, fuanna directly affected the users of mobile terminals and achieved a precision attack.

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< p > analysis shows that every change of channel will lead to the intense competition in the market. The WeChat door event continues to ferment, which indicates that the competition of the home textile industry in the electricity supplier channel is becoming white hot.

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< p > in the eyes of PI Ming, PR director of Meng Jie home textiles, the dispute over the channel of the electricity supplier will be related to the future of the enterprise.

Pi Shiming said, in the industry downturn, who can stand out in the competition of electric business, who can win the future.

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"P", after fuanna mentioned and refused to communicate with Meng Jie home textiles, it became a fact that the "WeChat gate" incident went to court.

Pi Shiming said that Meng Jie home textiles will actively respond to complaints and prepare countercharges.

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< p > Pi Shiming said: "the other side of the lawsuit is not limited to Changning fuanna. It may be fuanna company."

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