“Double 11†is approaching, and the home industry suddenly becomes bustling. First, Tmall signed a supplementary agreement with the home-based merchants, asking them to act as an online shopping experience store in the stores opened in each store, and the payment directly into Alipay, which led to the ban on 19 major hypermarkets including Red Star Macalline and Real Home. Merchants promoted e-commerce activities in the store. On November 4th, Tmall was under pressure and had to urgently lift the relevant agreement... Why did the home store resist the e-commerce? Why do merchants favor online sales? In the face of the challenges of e-commerce platforms, how can traditional retail channels respond better?
The Chinese Association has brought 19 stores to boycott
It is understood that this "Double Eleven", Tmall originally signed an O2O business agreement with all of its home-based merchants, stipulating that businesses should conduct marketing activities such as diversion for Tmall. Specifically, the store special store is used as an experience store, offline to see the goods, payment to Alipay, store dealers responsible for delivery and installation.
In response, the China Furniture Association issued the "Opinions on Standardizing E-Commerce Work" (hereinafter referred to as "Opinions") on October 23, stipulating that "the store cannot become disguised as an offline experience place for e-commerce, and dealers cannot be allowed to become Offline dealers of e-commerce; manufacturers and merchants should inform major partners such as stores when they conduct low-price promotions online, and adjust the price of the stores to be consistent with the online; without the permission of the store, the trademarks of the stores are not allowed. The company carries out propaganda, and it is not allowed to transfer the business of the store to other places for trading through the e-commerce mobile POS."
At the end of the "Opinions" signed the members of the Bureau of the Association's Marketing Committee, mainly in 19 domestic chain or regional hypermarkets, including the Real Home, Red Star Macalline, Jisheng Weibang, Jimei and so on.
E-commerce to traditional stores to "grab money"
Zhu Changling, chairman of the China Furniture Association, revealed that this opinion was first initiated by some large sales companies. The association believed that it helped regulate the market order and issued it in the name of the unit.
"E-commerce development is a good thing. We also call on and mobilize various stores and enterprises to actively participate in the new sales model of e-commerce. But whether it is e-commerce or physical stores, we must comply with the state while carrying out business activities. The law protects the overall order of the market economy and competes reasonably. Tmall uses other people’s stores and uses other people’s resources to have a saying that it cannot be used there for no reason. Like we parked on the road, we have to pay parking fees. Because you are taking someone else's place."
Actually, the director of the operation of Mei Xuhang said that to do e-commerce must have rules, manufacturers should ensure their product quality and after-sales service to ensure the interests of dealers. “The brand of a production enterprise is helped by dealers all over the country. If you disregard the interests of dealers, treating them as porters is only responsible for the delivery and installation. This is not fair and is not good for the development of the industry. Moreover, Tmall does not go into the physical store itself, does not solve the customer experience problem, but directly put the POS machine to the home store, what is the difference between the money and the home to grab money? There are so many shopping malls in the country, each mall Have you put the POS machine in someone else's shopping mall, don't mess up? Can't lose the rules and ethics of the industry."
Zhu Changling said that it is only natural that this home store will stand up and protect its own interests. The association organizes large-scale shopping malls across the country, and everyone proposes and regulates market behaviors. This is the progress of the industry and the practice of maintaining normal market order. "I hope that all enterprises in all industries can abide by laws and regulations, compete reasonably, do not engage in fraud, protect the interests of consumers, and protect the interests of merchants, and play a good market role. It also calls on the state to formulate and introduce e-commerce as soon as possible. Relevant laws and regulations for its healthy and healthy development."
Store rent collection is affected
Li Lei, manager of Beijing Marco Polo Market, said that many businesses across the country are now robbing the traffic of e-commerce platforms (traffic is a term of e-commerce, equivalent to the traffic of traditional stores). After the rise of big-traffic platforms such as Tmall and JD.com, from manufacturers, dealers to stores, they are studying how to convert the traffic of network platforms into sales.
"The root cause of this dispute is that Tmall has launched its own POS machine, which leads to the money not being handed over to the home store or merchants, but to the Alipay. As we all know, the main profit method of the store is to collect rent, if the merchant is no longer Relying on the passenger traffic of the store, but relying on the online traffic, the original city has to open a store in each of the seven stores. With Tmall becoming a city, only one experience store, the store will collect rent. Very affected."
Li Lei pointed out that if the money does not enter Alipay, but instead of going to the store to go to the store, the merchants will go to the merchants, and everyone is still willing to take Tmall's traffic to the line and trade online. "For merchants, when there is no e-commerce platform like Tmall, we can only rely on some reputable and high-traffic stores to complete product sales. After the emergence of Tmall, traditional stores no longer occupy a monopoly advantage, and their electricity Businesses are carrying out the flow of competition. However, the nature of the traditional store itself determines that it does not have much innovative drainage methods, and the e-commerce platform has a very rich online activity mode and drainage method. For merchants, whoever has high traffic Relying on who. Tmall, Taobao's merchants and content richer, traffic is much higher than the traditional stores, which is the reason to attract merchants."
Ma Tao, general manager of Beijing Cotton Field Textile Co., Ltd. believes that the dispute is apparently because of the uneven distribution of benefits. In fact, it is a sign that the modern industry is challenging the traditional industry. Today, when the network is booming, this is inevitable. Competition can develop. The ban can only be a short-term act and it is not feasible in the long run. Traditional retail channels should start from their own and respond positively, which is a good strategy.
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