The battle between the traditional home store and the electric dealer

When "Ma Yun" hands to the "Chei" pocket, the dispute broke out.

This happened in the "double 11" on the eve of the traditional home store and the battle between the electric quotient, the home industry has become the most controversial topic of the year.

For a long time, the domestic large home stores to experience the core of the online competition, especially expensive large furniture, very few customers on the line to buy directly. On the other hand, home products belonging to the "semi-finished", its remote distribution, installation of high cost, home stores in the localization of distribution, installation, unique advantages.

In the past ten years, home stores as the mainstream of home industry channels, become a household industry chain can not be bypassed a ring. In particular, the store network covers a large area of chain stores, long-term control of the home industry terminal channels of discourse right.

This year's "Double 11" in the first half of the month, the cat side announced the battle plan-the first break line under the lines of commerce, and the home industry is also included in the plan.

Day Cat in the electric business platform to assemble a number of home brand enterprises and regional distributors, take the line up and down a single, offline way to take goods, a big promotion.

October 23, including the Red Star of the United States Kai Lung, incredibly the home and other 19 traditional home stores, collectively to its various stores issued a boycott of the day cat notice.

After the "double 11" more than the traditional home store on the day cat and other electric platform issued a "kill order", a discussion about how the household industry to deal with "electricity quotient", in the "th China Household Industry Development Summit Forum and 2013 Guangdong Household Industry Annual Meeting" on the launch.

The traditional home store to the cat and other electric platform of the discussion topic also from "ban" further rise to the "revolution" on.

Collective "Ban"

In fact, the "double 11" shopping carnival, which was launched in 2009, has hit a staggering record over the years. Last year, the day cat's "Double 11" shopping festival to 19.1 billion yuan daily turnover shook the retail industry. In the household industry, last year, "Double 11", the whole friend home flagship store sales broken billion.

Example of the power is infinite, in the home industry generally depressed environment, the cat platform huge sales drive attracts home brands.

On the basis of previous years, this year, the day cat "double 11" promotion has a new play. Day cat through the Cat wireless client and high-German map, the brand store line shop and line of God Cat flagship store through, more than 300 brands of more than 30,000 offline stores to join in, online participation in the number of brands up to more than 20,000. Many home brands are also included in the program.

The meaning of the word, the cat in the Electric business platform collection of major home brands and the brand's regional distributors, play "Double 11" promotional games, and home stores and other terminal channels are left aside.

Although the cat side and offline entity store is a cooperative relationship, but not all is harmonious.

October 23, including incredibly home, Red Star United States Kai Lung, Moon Star, Oyada, Jimei, including 19 well-known home stores jointly issued a "kill order."

Incredibly home on the standardization of Manufacturers and merchants of the work of the opinion show that the ban without written permission from the store, using the store, or the use of the store's trademarks, trade names for the promotion and promotion of electricity, the prohibition of unauthorized stores, installation or use of other people's electronic POS machine to transfer the business to Prohibit the record of the store and store prices in line with the same situation, online to lower than the price of the store promotion.

And the Red Star of the United States and Kai Lung said, strictly prohibit any merchant in any form in the store to disseminate or promote other electric line of "Double 11" activities, strictly investigate the use of cat POS machine to do online sales, strictly prohibit the shop for the factory on other electrical lines of the order delivery installation.

The boycott of 19 stores seems to have played a role. Subsequently, the cat was forced to stop home O2O promotional programs. Home Stores to achieve the "first phase of the victory of the battle."

Actually, in the cat started the big home O2O, Red Star United States Kai Lung, incredibly the home and other stores is the main O2O, days of the cat to choose and store direct cooperation, is actually around the O2O main body, this let Red Star United States, such as Kai Lung, incredibly the home and so think their own interests were robbed

Cat can only provide "orders" and "pay" function, and product sales must be offline experience and installation, but also rely on the Red star, such as the United States and other stores to complete. The cat and the merchant directly after cooperation, the store's offline experience to support the cat's trading, but can not bring direct benefits to the store.

Traditional store Boycott "Double 11" is the game of two forces. Alibaba said it was "a direct and straightforward confrontation between traditional retail business and new retailing."

Electrical business Problems

The profit model of the traditional store is mainly by collecting rents from the merchant, and there is no direct conflict of interest between the home electric quotient of the cat and the store itself. In the eyes of the outside, the traditional home store to boycott the cause of the cat is nothing but "unwilling to make a wedding dress for others."

But in the recent days in Dongguan Houjie "2013 Guangdong Household Industry Annual Meeting" on, Red Star Mei Kai Dragon Home Group Chairman Chei so explain the cat and other electric business platform on the impact of household industry, home electric business is a "dozen tyrants revolution." In his keynote speech, "The Electric Quotient trap", Chei described the revolution as "the life of a home factory, distributor and store." ”

2013 "Double 11", home of the online sales of 2.4 billion yuan, of which, the high-end home sales in 500 million yuan.

Although in multiple "conflicts", a number of traditional home stores to boycott Taobao, such as the "double 11" activities, but does not mean that the traditional home store and the electrical business "Die Knock" in the end. In fact, in recent years, from the major household enterprises, to the Red Star of the United States, Kai Lung, incredibly home stores, have started to build the electric business platform, and expensive.

However, Ding Zohong, chairman of the Moon Group, said that the traditional mode of home industry is accepting the challenge of modern online shopping, electric dealers, although many home enterprises in the exploration of the electrical business, but now there is no real research on line online can complement each other a good way.

Last July, Red Star United States Kai Lung officially launched the electric business platform Hung Mei Mall. Six months later, the Red Star Mei Kai long electric Business Project personnel changes. This March, the Red American Mall changed its name to a star-easy home.

In spite of the Red Star Mei Kai Dragon aspect to the electric Business Project tight-lipped, but about hung us mall burns the money huge loss, the operation is not good rumors, has not interrupted.

On the evening of October 22, more than 9 o'clock, the founder and CEO of Ngau Wo Network, Liu Yang, said on its certified microblog: "The current project is suspended and the investors have recovered all of the company's assets." The traditional store in Wuhan, Europe and Asia investment, Liu Yang and other Internet entrepreneurship team cooperation, the total investment of tens of millions of yuan, the first phase of the preparation of 6 million yuan cattle nest nets, a night of all staff were cut.

However, people familiar with the "first financial daily" revealed that the Ngau Wo Network project is only a temporary shout stop, is currently changing the management team. In the near future, Ngau wo nets will be back again.

And the Red Star, like the United States Kai Lung, professional home building materials store Kat JSWB, Golden Seahorse has also launched a special electric business platform, incredibly the home also in this year on the on-line of its electric business platform.

However, due to the lack of operational experience, high logistics costs, line price differences, as well as after-sales service, a series of problems, the traditional home store of the electrical business road has not been smooth.

In fact, the traditional home building materials store to do electricity, there is an irreplaceable advantage, that is, the network has a huge offline entity stores.

For the household industry, non-standard products accounted for a larger proportion of offline experience and after-sale installation Services is particularly important.

From this perspective, in all parts of the country has a large physical store channels of Red Star, such as the United States and other home stores, once the electric business model, the future should be good. Pang Sweet