Double 11 Tmall Abandoned Home O2O Has Been Boycotted By 19 Home Stores.

　　 Review last year

19 home stores boycott Tmall

Last year, on the eve of double 11, Tmall trial water home O2O mode: consumers to Store Pick a good home, then return to the Internet to find the same type of product, pay the deposit in advance, then go to the store to verify, receive and brush the Alipay POS to pay the balance. This practice looks at the traditional home stores, and sells products to the store, but finally brushes money onto Tmall. Undoubtedly, home stores play a role as a free template, which obviously touches the fundamental interests of home stores.

As a result, a battle between home stores and Tmall began. The 19 home stores, such as home, red star, and so on, jointly signed the "Regulations". Electronic Commerce The opinions of the work clearly put forward: "strictly prohibit any merchants from spreading or promoting double 11 activities in other stores on any form in the store, strictly investigating and selling merchants to use Alipay POS to make sales on line, and strictly prohibiting merchants from installing orders for factories on other electronic commerce lines." At the same time, stores also aim at promoting and participating in double 11 activities in stores, and have made corresponding punishment measures. Subsequently, news came out that Tmall sent an internal mail, saying it was forced to terminate the home decoration O2O project. At the same time, some brands also said they would make some adjustments to double 11 activities. Regarding this, the Chengdu Commercial Daily reporter once called the relevant person of Tmall public relations department, the other side indicated that is not clear. And the storm eventually ended.

　　 Look at this year.

Tmall and traditional stores are playing online and offline.

This year, double 11, household products have also become the focus of Tmall's sales promotion, and building materials, furniture and so on are divided into several projects by Tmall. Double 11 day, reporters log on Tmall furniture promotion page, all friends, Lins wood, Gu Jia, Chivas and other famous home brands are placed in a prominent position. brand It also keeps updating the transaction data in real time, showing the popularity of the transaction. So, this year's double 11, Tmall in the home sales promotion after last year's boycott storm, is it coming back?

The Chengdu Commercial Daily reporter selected the brands of all friends, Gu Jia and Chivas to investigate, but the customer service staff of these brands all said that similar to Tmall O2O last year, it is not feasible. All the customer service staff said they did not support the integration of online and offline businesses, nor did the entity stores under the line support Alipay payment. KUKA's customers said that the double 11 promotional products were shipped by the headquarters, and the entities under the line did not support Alipay's payment. Chivas's customer service clearly indicated that the product styles on line and offline were different, though the product structure and technology were the same.

This year's double 11, Tmall home does not play O2O, in fact, as early as before there are signs. An industry insider said that after last year's boycott of home stores, Tmall appeared to be relatively low-key on the eve of double 11 this year. It did not extend its tentacles to traditional home stores like last year, not only did it not pay for the Alipay line, nor did it put Yi Bao Bao.

Perhaps it is through last year's double 11 storm, this year's double 11, in this online shopping consumer node, the traditional home stores also increased sales promotion efforts. According to the Chengdu Business Daily reporter, a number of large home stores in Chengdu city launched more vigorous promotional activities on the 11 day, and even some stores launched a night banquet. This year's double 11, Tmall and home stores show a scene of "playing online and offline".

　　 Reflection

Home O2O

How to break the situation?

For this year's home sales promotion strategy of Tmall, insiders said that from the situation of double 11 this year, Tmall only carried out joint promotion activities under the online and offline locations around department stores, shopping centers and so on, without any intention of setting foot in the home store. It seems that the integration of online and offline business is also a problem before Tmall. "Tmall has become more restrained than last year. It has not been overly busy in the market, and it is not as aggressive as it used to be. This also shows that Tmall began to reflect on how to cleverly break the O2O on board, resulting in greater value.

For Tmall water test home O2O mode, in addition to the traditional home store boycott, in fact, as agents do not seem willing to see. "There are some differences between the products we sell on the storefront and the products sold on the Internet, and even the products on the storefront will not be displayed online." An agent who has made many famous furniture brands told the Chengdu Commercial Daily reporter that the profit that the factory gave us was not high enough. When consumers placed the order online, they would also like our agents to finish the after sale delivery. "Do not say store boycott, our agents must boycott." A well-known flooring brand agent said that the low price on the Internet would surely cause a great impact on the physical store. "The Internet is promoting sales, and more channels are available, but the manufacturers are willing to do so, but it hurts the interests of the agents." The head of a well-known household store said that unless the price is uniform like online and offline, the traditional home stores will not be hurt, and the home O2O mode will still exist.