The consumer photographed the coupon of a certain furniture brand on the Tmall website and paid for it, and then used the coupon to experience the store under the brand line. When the settlement, the Alipay POS machine was used in the store to enjoy the discount.
This is the O2O (onlinetooffline) model that Tmall originally conceived, but the model was boycotted by more than a dozen home stores. The business was stopped in Tmall until it was urgently stopped, only less than a month.
Recently, reporters visited the home stores of Ouyada, Red Star, Meikailong and other home stores in Wuhan, and found that they have not seen the Alipay POS machine.
Home store boycott
Recently, 19 large-scale home stores including Real Home, Ou Yada, Red Star Macalline and so on have reacted violently to Tmall O2O, and signed an agreement to boycott Tmall, requiring all home brands in the store not to be in the name of the store. The cat advertises that the Alipay POS machine must not be installed separately in the store, and all the installed ones are cleared.
Wang Linpeng, the president of the House of Reality, said in an interview with this reporter that Tmall’s behavior is a business ethic. "This is tantamount to turning our store into their offline experience store, and what is the difference between reaching out to our pockets!" Wang Linpeng said that if manufacturers insist on cooperating with Tmall O2O business, they will order these manufacturers to withdraw from the store.
Dealer is difficult
The reporters visited the site and found that although the major home stores are repeatedly broadcasting promotional information, the number of customers is still small.
Alipay POS has been removed from a branded home store that has participated in the Tmall O2O business. The store manager told reporters that since the launch of Tmall's business, although there has been no peak in sales, many people have already visited the store to see the inquiries after seeing the promotion on the Internet. "If you don't stop, then Tmall will definitely bring a lot of passengers to our offline store."
For the O2O business to be stopped, some home brand dealers are in a dilemma. "The home building materials industry is too dull this year, and many shops are difficult to sustain. No matter what activities, as long as you go a little, even if there is no profit, earning popularity, we are willing to do it." A home brand dealer told reporters.
In the Wuchang store of the actual family, the reporter interviewed several consumers randomly. Many people regretted that the business was stopped. “No matter what mode is used for sales, as consumers, we only hope to buy the most cost-effective furniture. I hope that the store can recognize the competition from e-commerce and adjust the price in time."
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