How to deal with the double industry in the traditional industry?

This year's "Double Eleven" in addition to the hot online shopping for consumers, the "dark war" between e-commerce and traditional channel dealers is also extremely hot, first of all before the "double eleven", Tmall O2O test water home industry suffered some tradition The home channel enterprise boycotted, and then the home appliance channel industry launched a comprehensive "breaking network action."

After this series of contests on the online and offline, is the e-commerce platform to capture the traditional channels through O2O cross-border, or is the traditional channel occupying the e-commerce highlands? This topic has caused widespread concern.

In this regard, Huang Zirong, secretary-general of the Guangdong Network Business Association, believes that for physical stores, it is necessary to “shock” (e-commerce) as soon as possible to achieve a omni-channel strategy, which is related to the fate of each channel, and path selection becomes omnichannel. The difficulty of strategy and the key to success.

Tmall home O2O test water frustrated traditional store said "no"

On November 11th, when the e-commerce platform such as Cat and Jingdong entered the shopping carnival, the home brands such as Red Star Macalline and Real Home had little action.

This is the “Opinions on Standardizing E-Commerce Work” (hereinafter referred to as “Opinions”) issued by the China Household Association (hereinafter referred to as the “China Association”) Market Committee on October 23, and the home industry’s overall boycott of “O2O” The situation formed. In the "Opinions", the online and offline prices are consistent, maintaining a healthy competitive landscape, maintaining the interests of consumers, merchant brands and offline stores, and standardizing e-commerce work have become the focus of attention in the industry.

On October 28th, Red Star Macalline took the lead in publicly resisting the integration activities of O2O, such as Tmall and other e-commerce platforms. In addition, 19 large-scale home stores including the Home House and Jinma Kaixuan jointly responded. These home stores require their stores. Brands may not participate in O2O activities such as Tmall and other e-commerce platforms, otherwise they will clear the market. Since then, the “Double Eleven” shopping carnival and the home industry have basically “nothing to do”.

However, Shao Gang, the public relations manager of Red Star Macalline Marketing Department, told the reporter of “Daily Economic News” that the company only implemented the opinions of the home furnishing association and did not take the initiative to launch confrontation.

Tmall test water home industry /

For Tmall, Jingdong and other e-commerce platforms, home building materials and other industries are areas that the online shopping model has not been able to fully subvert. The common feature of these industries is that the products need to be experienced online and the transaction amount is huge. Tmall's O2O business is primarily an online and offline solution for such industries.

In order to operate the O2O model, the e-commerce platform can be said to be painstaking. This time, "Double Eleven", Tmall's O2O business has two major industries: automobile and home. In order to incite these two industries, Tmall has been fully communicating with brand owners since July this year, trying to break through the O2O link.

Located in Guangzhou, Shangpin Home is one of the few O2O supporters in the home industry. Shangpin is a brand owner and has a self-built e-commerce platform. It is fully involved in Tmall and Jingdong O2O. "Promotions. Peng Hailiang, Marketing Director of Shangpin Home Distribution Department, told the Daily Economic News reporter that as early as July this year, Tmall sent people to discuss the home O2O model, and in August signed a home O2O business contract.

According to reports, on September 4th, Tmall called the O2O merchants in the home industry to meet in Hangzhou and put the newly developed Alipay POS machine to the merchants. In the latter part of the month, Tmall went online at the O2O home improvement festival. On October 14th, “Double Eleven” began to warm up, and Tmall's home improvement O2O project officially appeared on the “Double Eleven” event promotion website.

In order to solve the O2O payment problem, Tmall has developed a new POS machine. Taking the purchase of a car as an example, the customer finds the Tmall store of the O2O partner on the Internet or mobile phone, and takes a deposit or coupon (the amount of the coupon is set by the merchant independently), after which the customer receives an 8-digit mobile phone verification. Code, the customer with the verification code to the offline store experience, enter the verification code brush Alipay POS machine to complete the transaction.

The innovation of its trading process is that the new trading process subverts Tmall's original payment process, which does not require customers to return online to pay and confirm receipt.

In this regard, Peng Hailiang pointed out that for the home industry, which has been difficult to break through the bottleneck of e-commerce, this is an epoch-making project. A third-party platform actively stands at the highest point of the industry to help the home industry to carry out revolutionary innovation.

Home store joint "blocking" /

After discovering that brand owners began to participate in Tmall's O2O project, traditional channels in the home industry responded quickly. On October 23, as the member of the Presidium of the China Association for the Advancement of the Market, including the home of the Real Estate, Red Star Macalline, Jisheng Weibang, Jimei, Golden Horse Triumph, Ou Yada, Yuexing, etc., the largest 19 chain or regional large in China's home furnishing industry. In the name of the China Home Furnishing Association, the store jointly signed the "Opinions on Standardizing E-Commerce Work."

The "Opinions" clearly stipulates that "the market can not be disguised to make the store become an offline experience place for e-commerce." "Without the permission of the store, it is not allowed to use the trademarks and trade names of the stores for publicity. It is not allowed to transfer the business of the store to him through the e-commerce mobile POS machine. Trading."

On October 22nd, the second day after Tmall convened the “Double Eleven” mobilization meeting for the home industry, the China Association for the Advancement of Market Committee adopted the above guidance. Although not explicitly mentioned, the e-commerce referred to by the spearhead is obviously Tmall.

On October 27th, the screenshot of WeChat, the president of Red Star Macalline, was posted on the Internet. “It is strictly forbidden for any merchant to spread or promote the 'Double Eleven' on other e-commerce lines in any form in the store; strictly investigate the use of merchants. Tmall POS machines make sales online; strictly prohibit merchants from shipping and installing orders on other e-commerce lines."

From October 30th to 31st, the merchants of the House of Reality also received formal notices. The main contents are: “No e-commerce cooperation that is not related to the company is allowed. It is not allowed to display its logo. It is forbidden to carry out offline experience activities on the venue. No electricity is allowed. The commercial mobile POS machine, once found not only confiscated, is also subject to a fine of 10 times the transaction amount; if it is found twice, it will be cleared directly."

The above boycott is directed at the Tmall. Peng Hailiang, who fully supported O2O, received an email from Tmall on the afternoon of November 4, claiming that he was forced to terminate the 020 project cooperation according to the actual situation faced by the Tmall platform operation.

At this point, the Tmall home improvement O2O project came to an abrupt end.

Offline "counterattack" /

Tmall's O2O project has undoubtedly stimulated these traditional channels, and some home stores began to try to launch a counter-attack to the e-commerce "cross-border".

On November 11th, the self-owned e-commerce platform created by the Real Home was officially launched online, and joined the “Double Eleven” marketing war.

On November 5th, Wang Xiaokang, the general manager of online online, said at a press conference held in Beijing that “the home will be cut into the O2O model on the basis of the actual price, and the sub-sites will be set up according to the region to implement the same operation. The main body, the same product, the same price, the same service's four principles, adhere to the online and offline collaborative development. According to the introduction, actually online will rely on the existing home's own advantages, relying on existing business channel resources to develop online business.

Huang Zirong, secretary general of the Guangdong Provincial Network Business Association, pointed out in an interview with the reporter of "Daily Economic News" that these measures are actually more than their essence. Actually, home may not think about e-commerce and how O2O does it.

Coincidentally, Red Star Macalline, which has publicly launched a boycott of the O2O business of third-party e-commerce platform, has opened the official website of Star Mall, a few months ago, mainly engaged in furniture, building materials, household goods and other commodities.

The 2013 Corporate Strategy Outline released by Red Star Macalline has a clear plan for the e-commerce sector. Red Star Macalline will promote the long-term development of e-commerce with firm confidence, with sufficient patience to promote the steady and healthy development of e-commerce, and have a new concept of home furnishing The future goal of Xingyijia, which is characterized by the nature of the business, is to strive to become the leading e-commerce brand in the industry before 2015.

Shao Gang, public relations manager of Red Star Macalline Marketing Department, told the reporter: "The online mall Star Yijia has been open for a while, but he is not clear about the sales situation. The focus is still on the offline business, the company's main body is also offline. Online mall growth It is estimated that it will take some time."

Traditional home appliance channel dealers countered Suning Gome to declare war on "net shopping"

After experiencing the subversive occupation of consumers in the e-commerce industry, the counter-attacks of traditional channels of home appliances and digital industry are in full swing this year. At present, from Gome, Suning to the regional home appliance chain brands, they are jointly launching a “100-city thousand-store collective swords to declare war on the home grid” action.

At the end of October, Gome announced that it had abandoned the supplier's rebate model for nearly 20 years and proactively launched the same-price event in the official website. In order to facilitate the user's price comparison, the company also installed wireless network in the store. Since then, Suning Appliance has also launched the same price and the same price.

After that, major regional home appliance chain companies also participated in the operation. From November 9th to 17th, the entities of Baotou Tongli Household Appliances Co., Ltd. (hereinafter referred to as Tongli) joined the Tongli official website to fight for the "Double Eleven" e-commerce promotion war, shouting "online price, our price is even more Low!" slogan.

In this regard, Wu Xianjian, secretary-general of the National Consumer Electronics Channel Alliance, said in an interview with the Daily Economic News on November 5 that online shopping and shop purchases are only the relationship between A and B, not the confrontation between cats and fish. "To the left or to the right, hand the steering wheel to the customer, we are just navigating, not the driver."

Online and offline costs are not much different /

What is the cost of the same price for the physical store compared to the e-commerce? The "channel revolution" that the industry usually proposes is because the cost of online shopping is much lower than that of physical stores. Wu Xianjian told the reporter of "Daily Economic News" that, on the whole, the cost of physical stores and e-commerce platforms is not much different.

Wu Xianjian introduced that the determination to declare war on e-commerce is based on the self-revolution of the traditional channel business model. According to reports, 30% to 50% of the formats of chain stores are rental costs. In order to share the cost, the usual practice of hypermarkets is to charge suppliers with expensive “channel fees” (including display fees, bar code fees, and festival fees). Wait). At the same time, the payment period for the payment supplier will be lengthened, up to one year at most, and currently it is mostly about 60 days, and the fund flow in the middle is used again.

This kind of profit model is called the financial model in the industry. The drawback is that it greatly weakens the core competitiveness of the retail industry, making the zero supply relationship tense, and the operation of the major stores tends to be homogeneous. Gome’s previous cancellation of the rebate system was a transformation of this business model.

Traditional channel explores transformation /

At present, a large number of traditional channels are exploring the transformation of the O2O business model.

Huang Zirong, secretary general of the Guangdong Network Business Association, has contacted hundreds of wholesale markets in Guangdong Province this year. Most of these wholesale markets are considering how to move from traditional channels to the O2O business model. Guangzhou Baima clothing market is one of them.

The White Horse Clothing Network opened in May this year. At the beginning of November, the relevant person in charge communicated with Huang Zirong how to locate the operation mode of “White Horse Clothing Network” and proposed to try B2C, but Huang Zirong believed that B2B is more suitable. “The physical store is the wholesale market, and should focus on how to serve the merchants. Instead of doing B2C yourself. B2C needs to solve a lot of problems, but if you get 10 items on the line, can you do it? Your entire market has become a company like Taobao. Can you be professional?"

Huang Zirong believes that there are many very clever things in the B2C field, which involve a very complicated supply chain, and many links must be step by step. “Many wholesale markets that I have contacted are entangled in this problem. Because the wholesale market is originally B2B, and online trying to do B2C, it will be a terrible trouble.”

In an interview with many traditional merchants, the reporter of "Daily Economic News" found that many brands and channel dealers are facing the trouble of the channel of goods when they are involved in e-commerce business.

Wan Jingang, the chairman of Guangdong Camel Clothing Co., Ltd., has a hard time understanding the e-commerce channel and the traditional channel. He believes that the core problem lies in solving the problem of channel price comparison and product channel differentiation. Without differentiation, channel conflicts are naturally inevitable. O2O is a channel strategy for product homogenization, and there must be conflicts of interest.

All-channel construction problems to be solved /

As the conflict between offline and online intensified, the omnichannel concept was first proposed in the industry. The choice of O2O path is the key to the difficulty and success of the omni-channel strategy.

Huang Zirong believes that the advantage of traditional retailers is that there is a huge amount of traffic on the Offline floor, but there is no traffic on the Online. Therefore, if you do Online2Offine, it will become a passive source. Investing heavily in online shops will only create a desert shop, only camels, no passengers. This has been proven by countless ground retailers. In Taobao, Tmall, Baidu to buy traffic, however, these traffic is expensive, conversion rate is low, customer viscosity is weak. In the long run, there is no main battlefield, and the e-commerce strategy will only marry others.

If Reverse2Online is reversed and the two customer groups are drawn in two circles, the overlap is only about 10%. The customers in the ground store do not develop online shopping habits, while the online shop customers go to the ground for less shopping.

In a sample survey of customers of camel clothing, Wan Jingang found that “customers went to the store to see the goods, and when they finished, they went home to buy the same or similar types of goods online, only 5%.” Guangzhou Guangbai The relevant person in charge of the e-commerce department also told the reporter of "Daily Economic News" that the online and offline consumer overlap rate is less than 10%.

Suning, Yintai, Wangfujing, Wal-Mart and other enterprises have invested heavily in online stores, and have not changed the situation of several home appliance manufacturers.

Yang Qingyun said that for some traditional channel dealers who do not want to "electric shock", the primary task is to popularize the concept of omni-channel strategy.

Huang Zirong said that among the 1.1 billion users worldwide, 750 million mobile users are active every day. The main battlefield of the future retail industry is the battlefield of SoLoMo (social, local, mobile) customer base, which quickly transforms the local consumer group of the ground store or the consumer group of the online store into the SoLoMo customer base.

Yintai embraces e-commerce "double eleven" sales increase several times

When the news of the boycott of e-commerce was reported in the traditional store, Yintai Department Store (hereinafter referred to as Yintai) took the lead in eating crabs and teamed up with Tmall to test the water O2O, and realized the combination of online and offline transactions. This attempt also made it taste the sweetness.

The reporter learned from Yintai that as of 9:50 yesterday (November 11), the online store turnover exceeded 20 million yuan, nearly three times the turnover of the "double eleven" all-day trading last year, as of 22 At 30 minutes, its sales have reached six times that of the same period last year.

In this regard, Cao Lei, director of the China E-Commerce Research Center, told the reporter of "Daily Economic News" that the impact of e-commerce has been unstoppable by offline traditional enterprises, and the two will eventually become more integrated on the channel with O2O.

Reverse "hug" Tmall

The fitting room for e-commerce was once the pain in the hearts of department stores. However, Intime has chosen to embrace e-commerce such as Tmall.

It is understood that according to the cooperation between Intime and Tmall, after the customer completes the shopping intention, the customer can scan the barcode of the product into the shopping cart of Tmall Mall. After the payment on the day of "Double Eleven", the goods will be sent to the customer's designated place within 15 days, and the price of some products will be only 50% of the listed price of the store.

In the interview with the reporter of "Daily Economic News", Yintai Department Store revealed that after the cooperation between Intime and Tmall, the number of consumers who tried to scan the code at Yintai Department Store before the "Double Eleven" increased significantly. “Before the event started, more than 200,000 orders were generated through this method.”

Tmall Yintai Department Store's flagship store started at 25 o'clock after zero mark, and broke the transaction amount of "double eleven" all day last year with more than 7 million yuan of sales. After more than 9 hours, the turnover of nearly 20 million yuan was close to three times that of the "double eleven" all day last year. After more than 15 hours, the transaction volume rose to 28 million yuan.

As an independent e-commerce platform of Intime Group, Yintai.com has attracted attention from Tesco's cooperation from competition. The relevant Yintai related person explained that the Tmall Yintai online store is mainly operated by Yintai. "To a certain extent, the physical retail should thank the e-commerce's double eleven. Although there are still various shortcomings, it provides a huge after all. Enlightenment drives the retail industry to awe in the future."

Have to make a choice

In this feast of consumers, in addition to Yintai, Suning also fully tested the "home shop sweeping net goods" this year. According to relevant sources in Suning, this year's O2O Shopping Festival, Suning chain stores and Suning Tesco participated in the whole channel, sales increased sharply year on year, and the daily sales record was refreshed again on the 11th.

The strategy of online and offline prices has also changed the original store. According to the aforementioned Suning person, the average price of “Double Eleven” in the store was 1 million per hour, which was nearly four times higher than that of the same period last year.

In this regard, people in the electric business believe that the effect of online and offline prices is not short-term, Suning’s attempt is also a choice that has to be made in the face of the Internet.

On the evening of the 11th, Yin Guojun, chairman of Yintai Group, told reporters at Tmall’s media center that “whether online or offline, traffic is the core. In addition to clothing stores, large department stores, restaurants, cinemas and even small Playgrounds, goods can be replaced by e-commerce, but life services can not be replaced, these offline services need to be realized through commercial real estate."

In fact, within Intime, the current KPI assessment is not a single store sales and profits, but a comprehensive examination of the store's traffic and return customers, as well as the user's stay time to the store. This is exactly the same as the e-commerce website. Although it has been predicted that Intime's move will reduce the overall operating income, but Cao Lei believes that the pain is inevitable, just like Suning, in order to avoid the right and left hands, they must have the same price online and offline. “This stage may be the most tangled moment of these traditional stores, but it will definitely find a way out.”

Many e-commerce observers believe that the retail industry will accelerate the O2O transformation and better find a perspective of integration with the Internet.

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