Traditional store Offering "kill order": unwilling to be a wedding dress for electric dealers

With "Double 11" approaching, the traditional home store is no longer calm.

Recently reported that Beijing http://www.aliyun.com/zixun/aggregation/31287.html "> incredibly home Investment Holding Group Co., Ltd. (hereinafter referred to as" incredibly home "), Red Star Mei Kai Long Home Group Co., Ltd. (hereinafter" Red Star United States Kai Long ""), such as 19 traditional home stores, signed a joint boycott, the sword refers to the cat this year double a new play-breaking line under the line of business online experience shop.

Red Star Mei Kai-Lung said that strictly prohibit any merchant in any form in the store to disseminate or promote other double activities on the line, 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. "We are only in the implementation of the Chinese Furniture Association notice." "Red Star Mei Kai Lung related person responsible for" the first financial daily said that the store issued notice from October 23, the Chinese Furniture Association Market Committee issued the "China Furniture Association Market Committee on the Standardization of E-commerce Work" (hereinafter referred to as "opinion").

Insiders believe that the traditional home store to boycott the motives of the electric business, on the one hand, in order to protect their electric business future development space, on the other hand is not reconciled to "for others to marry clothes."

"We can understand the idea of the store, but, in terms of development trends, ' plugging ' is not a good approach. "Federal Furniture Group board Chairman assistant Zhonghaizhou reporters that the two channels of fighting, enterprises and dealers more easily become" sandwich layer.

Store guard an acre of three points

In the Chinese Furniture Association issued a suggestion that "manufacturers and merchants online to carry out low price promotions, to the store and other key partners to inform and the price of the store to be aligned with the line; without the permission of the store, the trade mark of the store is not allowed to advertise, and the business of the store can not be transferred to other place through the mobile POS of the electric Trader.

And the intention is to do so is "can not disguise to become a dealer in the online experience of the site, can not allow dealers to become the operator of the offline porter." ”

"It doesn't make any sense to keep the cat out of the way, and not to keep consumers and internet trends out of the way." "In response to the boycott, the cat official said to reporters.

"Traditional store boycott double one is two power game." "A well-known home brand leaders believe that, on the one hand, the traditional stores in order to protect their own electric platform for the survival of the space, on the other hand, is not willing to spend their own large capital to build the entity channels, free to become the day cat and other electric business platform experience shop.

At present, the profit model of traditional stores is mainly to collect rents from merchants.

And in line with the electric business transactions, although with the store itself there is no direct conflict of interest, but the day cat and other electric business platform is growing, but it will affect the traditional stores from the development of the platform of the electric business space.

"At present, the Red Star, such as the United States, such as the traditional big home store form, even if not joined the electrical business, there will not be too much problem." "Electrical Business Experts Ruzenwang further analysis, in the electrical quotient and the O2O closed loop, Red Star United States Kai Long, incredibly the home and other stores is the main body of the O2O, the cat chose to shop directly with the store business, is actually around the O2O main body, the Red star of the United States Kai Lung, incredibly the home and so is unfair.

In his view, the day cat can only provide "orders" and "pay", namely: into a single function, but the necessary offline experience or rely on the Red star, such as the United States, such as Kai Lung and other stores to complete; the cat and the merchant directly after cooperation, the store's online experience to support the cat trading, but can not bring direct benefits to the store, Red Star U.S. It is understandable that such joint boycotts are possible.

"If consumers in the store using the day cat pos payment, cash flow into the Alipay, will affect the store itself capital flow." "A senior personage in the industry said that the store is using a unified cash register, on the one hand can ensure that the store has a rich cash flow, on the other hand, the store can effectively grasp each merchant, each brand sales," if the loss of specific sales data, will affect the right to speak of the store itself ”

Therefore, multiple "conflict" under the joint boycott of a number of stores 11 of the activities from this spread.

Dealers beat the trigger.

"will be online under the line to get through the home industry is more ideal sales status, but the problem is still a lot of." "Federal furniture related director Zhonghaizhou told reporters that the division of interests between factories and distributors is not difficult, how to coordinate the interests of the two different channels is the key.

But the traditional store and the electric business platform game, the home enterprise and the dealer are most likely to become among them "the sandwich layer".

According to the owner of a furniture brand, in the electrical business, by the furniture business unified to do, to get orders, according to the area of delivery, the order will be assigned to the region's distributors to distribution, installation.

According to the CAT rules, business in the days of the cat business needs in accordance with the proportion of sales in real time to deduct technical service fees, commonly known as the Cat Commission. According to the industry, each of the situation may not be the same, but the household industry, the Cat Commission point in 4%~5% around.

"Generally speaking, the factory has an ex-factory goods, online orders, to remove the ex-factory price, the Cat's commission point, the other can give the implementation of the dealer." "The person in charge said that at this stage, the household enterprises do not want to take on the electricity business how much profit, expand the volume is the main purpose."

It is understood that the double 11 promotion, many home enterprises with distributors to do electric dealers, different regions of the dealer Wang Wang account hanging in the enterprise promotional pages, consumers in different regions can even through the flourishing, direct contact with the distributors in the region.

Although, 19 traditional stores on the double 11 launched a severe boycott, however, a well-known household brand cat flagship store in South China a dealer to reporters, "as long as the cat up and down orders, you can door-to-door, package installation." ”

And, the dealer said, he has already had the cat double 11 price list (day cat double 11 promotion price has not announced), if now orders, also can according to double 11 price deal.

"These stores are just not allowed in their field to cooperate with the sale of electricity dealers, we can take goods in their own warehouses to do the distribution." "A home brand dealer told reporters that the traditional stores boycott double 11, will not have a serious impact on the promotion."

It is understood that the dealer in a joint boycott of the traditional store has a number of stores.

This year's household industry sales are not very optimistic, whether it is home dealers, or enterprises, the double 11 of the promotion have a relatively large expectations.