It is reported that the current retailers of home appliance retail stores Gome, Beauty Worth Watson, department store boutique Intime Department Store, commercial supermarket store Tesco, Metro and other fields have already hand in hand with Tmall, opening flagship stores to get zero distance from consumers. window. Tmall said that it coincided with the promotion of home decoration activities in June. The addition of home retail stores will make consumers' choices more diversified, and Tmall's 500 million consumer groups will also gather more popularity for the brand.
As far as the home building materials industry is concerned, the current Tmall home improvement brand also has the world's top 500 building materials brands including Schneider, GE, ABB, Stanley, Kohler, Panasonic, Philips, Dulux and other American Standard, Moen, TOTO, GROHE, Hansgrohe, Lejia, Simon Electric, Nippon and many other internationally renowned brands. The furniture industry covers domestic and foreign first-line furniture brands such as Hermanmiller, Harborhouse, Nobomeca, Chivas, Dynasty Furniture, All-Friends, Lihao, Suibao, Nice Purin, Sofia, Shangpin Home, Left and Right, Yalan, Xilinmen, flowers for the media, dreams and so on.
It is understood that as the world's largest home building retailer, Home Depot has more than 2,000 stores and more than 75 billion US dollars in annual trading volume, its advantages are multi-year strategic cooperation with many global building materials brands and strong international brand influence. force. The person in charge of the official flagship store of Home Depot said, “Selecting Tmall as a strategic partner and establishing the first online flagship store in China is because Tmall is also trying to introduce more high-quality world famous brands, which not only provides a direct face for Home Depot. The huge consumer platform also provides a lot of support for Home Depot's presence. Under the general trend of consumers' product quality, environmental protection, personalization and higher and higher requirements for pre-sales and after-sales, Home Depot hopes to work together. Cultivate Tmall's high-end imported home building materials market."
The home building materials shopping center actually has a one-stop service. At present, the home has opened 69 branches in large and medium-sized cities across the country, with annual sales exceeding 25 billion yuan. Leading, the home of the building materials market in the north and the Red Star Macalline are named as China's two high-end building materials chain. Qian Mingfa, president of Real House, said that the rigid demand for housing has driven the domestic home building materials market to continue to heat up, and the competition is fierce. There are many people to decorate, not only new houses, but also many renovated houses will have a second renovation stage. Therefore, we hope to reach more consumers through multiple channels, especially relying on e-commerce. â€
According to statistics, the sales area of ​​commercial housing in January-April 2013 increased by 38% year-on-year, and sales increased by nearly 60%. The sales of home building materials above designated size in the country was 9.7 billion yuan in April, an increase of 34.54% from the previous month. Qin Zhanxue, vice president of China Building Materials Circulation Association, believes that home improvement sales in April are on the rise, which is affected by the seasonality of the renovation season and the release of rigid demand for real estate.
However, the household consumption of first-tier cities has become saturated, the sales per unit area of ​​home stores are declining, and the low-cost, high-yield third-tier cities are increasingly becoming the main front for home market. E-commerce has just become a “highway†for the rapid development of traditional home retail. E-commerce has the advantages that traditional marketing channels can't match: low cost of sales, precise positioning of target customers, formulation of one-to-one marketing, rich and comprehensive information. . Not only that, e-commerce can also help brands to precipitate word of mouth and fixed consumer groups.
The relevant person in charge of Meikemei Home Appliances said that in choosing the fast-growing online shopping market, Meikemeijia needs to provide more diversified furniture choices. Meikemeijia regards Tmall as the first stop for e-commerce test, relying on e-commerce The platform realizes the effective integration of product flow, logistics and customer flow, and explores a cross-border transformation of the 'online sales, offline experience' business model.
It is understood that the Meikemeijia Tmall Home Pavilion hopes to extend the quality life of Meikemeijia to the mass brand through e-commerce. In addition to the Meikemeijia brand, it will also launch a brand suitable for young online consumers, such as home, sweet home, etc. These two brands will be more in line with the current consumption needs of young and middle-sized young people.
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