The Taobao "Double Eleven" propaganda curtain has just opened, and the news that 19 of the largest chain or regional stores in China's home furnishing industry, such as Red Star Macalline and Real Home, have boycotted Tmall O2O has been heated by the media. What is the truth of the matter? Can home smashing really resist the fierce e-commerce trend?
The so-called boycott is actually derived from the "Opinions on Standardizing E-Commerce Work" just released by the China Furniture Association Market Committee. The "Opinions" 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", and 19 such as Red Star Macalline and Real Home. The company jointly signed the "Opinions."
Obviously, the home 佬 佬 佬 佬 今年 今年 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天 天In the name of prohibiting merchants and manufacturers to participate in the "Double Eleven", it is obviously not recognized by the "blocking order" manufacturers. First of all, the sales of the home furnishing industry are not very optimistic this year. Everyone has a big expectation for the “Double Elevenâ€. Second, compared with 20% to 30% of the cost of traditional channels, Tmall’s cost is only about 5%. Neglect.
In the final analysis, boycott is actually a game between traditional stores and e-commerce platforms, vying for channels, vying for businesses, and vying for consumers. On the one hand, it is an industry alliance, and it abides by high rents, high prices, and high-profit positions. On the other hand, it brings manufacturers and consumers to challenge the tradition with new business forms. In the current situation, it is hard to say who can laugh at the end, but it reminds us of a 100 million yuan gamble between Ma Yun and Wang Jianlin a year ago.
"After 10 years, if e-commerce accounts for 50% of the retail market in China, I will give him one hundred million. If he doesn't, he will pay me another 100 million." At the 2012 CCTV China Economic Year of the Year awards ceremony, Wang Jianlin, the winner of Wanda, and Ma Yun, Chairman of the Board of Directors of Alibaba, publicly bet. Wang Jianlin and Ma Yun gambled on the judgment of the future of e-commerce.
At that time, this column analyzed the article. Why did Ma Yun dare to gamble with Wang Jianlin? First, in 2012, the transaction volume of Taobao and Tmall exceeded 1 trillion, and in 2012, only 24 provinces and cities had a GDP of over one trillion. Obviously, the transaction volume of Taobao is equivalent to the GDP of a medium province and a city. Ma Yun is fully emboldened, not to mention Ma Yun’s statement that the “Double Eleven†transaction volume this year will reach 30 billion on the basis of last year’s 19.2 billion, impacting 50 billion.
However, Ma Yun’s cards are more than that. Since 2011, with the bursting of the group purchase bubble, vertical e-commerce has become increasingly difficult, and the platform e-commerce has become more and more powerful, not only selling cars, selling funds, but even running banks, cross-border acquisition of video sites. Waiting for upstream and downstream Internet companies to begin to directly compete with traditional channels. The arrival of the era of e-commerce oligarchy is Ma Yun’s second card.
Of course, Ma Yun's most lethal card is still the online shopping habits that consumers are constantly forming. In fact, after online shopping, not only do many things that do not have shopping pleasure, but also through simple online shopping, and fragmented online shopping, PC, mobile client full coverage of shopping methods, making online shopping more and more simple. Online shopping is no longer a patent of IT Daren. Today, green vegetables are commonplace.
Since Ma Yun has the confidence and Wang Jianlin to gamble, convenience and affordability also allow consumers to vote with their feet. What reason does the manufacturer have to touch the net? Can the traditional channels of adhering to the high rent model block consumers' natural choices by their own efforts? Yes, e-commerce is a traditional channel of cheese, but this is the trend of social development, the benefits of technological advances to consumers, the era of traditional stores relying on the unequal consumption of information to obtain high profits, is gone forever. It is.
In fact, O2O is a commercial retail model that has opened up the network and reality barriers to achieve e-commerce and physical store bundles. In the face of the impact of e-commerce O2O, industry associations should guide enterprises to embrace new technologies, instead of using simple and rude "blocking orders" to deprive enterprises of their autonomy and deprive consumers of the benefits of new business models. At the same time, the traditional channel giants such as Red Star Macalline should be sleepy and think about it, or learn Suning, use their own advantages to walk online and offline with two legs; or insist on high-end, atmospheric, and high-grade, to win consumers with consumer experience, Differentiate competition with e-commerce.
Traditional channels and e-commerce games, there are many methods, but the use of "blocking orders" to damage consumer welfare, forcing businesses and consumers to choose one is undoubtedly one of the most stupid ways.
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