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In the past double eleven, Tmall trade totaled 57.1 billion. However, compared with last year's double eleven days of cats to promote the home O2O model, this year's double eleven, Tmall has no big moves in furniture e-commerce.
In detail, Tmall did not extend its reach to traditional home stores as it did last year. Not only did it not have access to Alipay, but it did not place roll-ups. The home business on Tmall also made it clear that the products selected on Tmall cannot be extracted offline, nor can they be paid at the home store through Alipay.
History: Boycott Tmall
On the eve of the double eleven last year, Tmall tested the O2O model of water home, for example: consumers went to the outdoor furniture store to select outdoor furniture products, and then went back to the Internet to find the same type of outdoor furniture, order the deposit in advance, and then go to the store. Verify, receive, and pay Alipay POS machine to pay off the balance. In the traditional furniture store, it seems to look at the products in the store, but finally put the money on the Tmall. The physical store undoubtedly acts as a free model room and experience store, which clearly touches the fundamental interests of the physical store.
As a result, a battle between furniture stores including the outdoor furniture and the store and Tmall began. The 19 major home stores such as Real Home and Red Star Macalline jointly signed the "Opinions on Standardizing E-Commerce Work", clearly stating: "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. Activities; strict investigation of merchants using Alipay POS machines to do online sales; strictly prohibit merchants from the factory to install orders on other e-commerce lines." At the same time, the store also targeted the merchants in the store to promote, participate in the double eleven activities Acts, the corresponding penalties were established.
Subsequently, it was reported that Tmall sent an internal mailing to express the forced termination of the home improvement O2O project. At the same time, some brands also indicated that they would make some adjustments for the Double Eleven event. In this regard, some professionals have asked the relevant personnel of the Tmall Public Relations Department, the other party said it is not clear. And this storm will eventually be lost.
Status: online and offline separation
This year's Double Eleven, home furnishing products including outdoor furniture have also become the target of Tmall's key promotion. Building materials, furniture, etc. have been subdivided into multiple projects by Tmall, and exciting price promotions are also flooding the website pages. On the 11th day of Tmall's furniture promotion page, all the well-known home brands such as Quanyou, Lin's Wood, Gujia, Zhihuashi were placed in a conspicuous position, and the major brands also updated the transaction data in real time, showing that the transaction was hot. Then, this year's double eleven, Tmall has come back after the home sales encounter last year's boycott.
Some analysts selected Quanyou, Gujia and Zhihuashi to conduct surveys, but the customer service staff of these brands all said that the practice of Tmall O2O last year would not work. All-Friends' customer service staff said that it does not support online and offline integration, and offline physical stores do not support Alipay payment; customers of Gujia Home said that the double-11 promotional products are uniformly delivered by the headquarters, offline. The store does not support Alipay payment; Chivas's customer service clearly stated that the product styles of the online and offline products are different, although the product structure and process are the same.
On the eve of the double eleven years of this year, Tmall appears to be relatively low-key one. Tmall home does not play O2O. In fact, there are signs before this. An industry insider said that after the boycott of the home store last year, today, there is no extension of the traditional home store like last year, not only did not access the Alipay line payment, nor placed the roll up.
Perhaps it is the experience of the double eleven last year, this year's double eleven, in this consumer node that belongs to online shopping, traditional home stores including outdoor furniture also increased the promotion. Many large-scale home stores in Chengdu City launched a large-scale promotion on the 11th, and even a physical store launched a night banquet. This year's double eleven, Tmall and home stores show the scene of "both online and offline."