Yesterday, the actual home was also released by Guan Wei, “The Real Estate Standards Cooperative Manufacturers Launch E-Commerce”.

“Double 11” has not arrived, and the smoke has already spread in the home industry. Tmall thought of the practice of saving money in the pockets of traditional stores, which triggered the public ban of Red Star Macalline, and also caused the actual home to issue regulations. The reporter was informed that 19 large-scale home stores in China have quietly accepted the "name of the cast", and will implement joint defense against the impact of e-commerce platforms such as Tmall.

Store

"Red Star" WeChat conveys "actually" is forbidden

Since October 29, with the spread of a picture, the home industry has suddenly become very popular. Everyone is talking about the industry's amnesty - Che Jianxin, chairman of Red Star Macalline, asked the merchants to boycott the activities of Tmall offline. On October 30th, another industry leader, the actual home, issued a message to the merchants, officially conveying the determination and methods of punishment.

The Jinghua Times reporter first saw that Che Jianxin’s WeChat screenshot was on October 27th and verified it with Red Star. The result was not denied. The WeChat should be sent from the car construction new work number, the main content is aimed at a large number of brands want to use Red Star as a "Double 11" Tmall offline experience store - "No merchants are allowed to spread or promote other e-commerce in any form in the store." Online 'Double 11' activities; strict investigation of merchants using Tmall POS machines to make online sales; strictly prohibiting merchants from shipping and installing orders for other e-commerce lines in the factory." Che Jianxin requires a unified inspection of the national stores.

In fact, it is not just Red Star Macalline that is opposite to Tmall. The senior family’s executives were “very disgusted” about Tmall’s practice. They had already verbally banned and investigated and dealt with individual merchants. From October 30th to 31st, the merchants of the actual family received a formal notice. The general content is “not allowed to cooperate with e-commerce that has nothing to do with it. It is not allowed to display its logo, and 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."

Joint Association of Chinese Association members

The reporter also confirmed yesterday that as the member of the Bureau of the China Furniture Association Marketing Committee, the 19 largest chain stores or regional hypermarkets in China's home furnishing industry – such as Real Home, Red Star Macalline, Jisheng Weibang, Jimei, Golden Horse Triumph, Ouada, Yuexing, Chengdu Bayi, Shaanxi Mingzhu, Xi'an Daming Palace, Xianghe Golden Key, Guangdong Louvre, Harbin Hongqi, Chengdu Fusenmei, etc. jointly signed the "Opinions on Standardizing E-Commerce Work". Among them, it is also clearly stipulated 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 store to promote. It is not allowed to transfer the business of the store to other places through the e-commerce mobile POS. transaction."

Although it is not explicitly mentioned, it is an indisputable fact that the e-commerce referred to by the spearhead is represented by Tmall. On October 22nd, Tmall convened the “Double 11” mobilization meeting for the home industry. On the second day, the China Council’s Marketing Committee passed the above guidance.

the reason

Home stores say not to let e-commerce mess

Compared with the traditional channels, Tmall's data on home sales can only be regarded as "pediatrics". Why are the supermarkets so responsive? The Jinghua Times reporter integrated the multi-party information and concluded that the home store did not want the e-commerce to mess up the rules.

The reporter interviewed a number of industry executives and brand owners. Everyone agreed that "free use of people's venues is already inappropriate. If you steal money, it will be a bit too much." A representative point of view is: "When I come to see it on the ground, I will brush the money to the Tmall. Who is it, don't do it!"

It is understood that the home industry is one of the embarrassing cakes of e-commerce. Because relatively speaking, the development of this industry is relatively primitive, and the average transaction value is extremely high. This year, in order to create a bigger myth, Tmall tried to launch the O2O strategy, proposed online and offline linkage, encouraged brands to hang LOGO, paste logos, scan QR codes, collect coupons, and install POS machines. The money is directly sent to Alipay. And unified cashier, this is one of the core ways of store management merchants. The way Tmall has shaken its roots, it is no wonder that the store will be angry and angry.

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