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2012 is a year of home e-commerce blowouts. This year, Red Star Macalline, Jin Haima and other major traditional home building materials stores have opened electronic malls; in August, the newly entered 100 Tmall merchants, the most popular household categories, accounting for one-fifth; this year In the first half of the year, the sales of the old building materials home website Qijia.com reached 12 billion, and its sales for the whole year last year were only 11 billion. The home e-commerce market seems to be very hot. In fact, it is still standard parts. Some non-standard household products such as guest bedroom furniture are not traded online. The characteristics of non-standard products, even the red star Macalline Hongmei Mall is also "obsessed with it". After the online and offline merchandise has a low degree of coincidence, the traditional home building materials store online mall is on the line, the general concern in the industry is whether the online market will eat into its own offline market? "The store is an e-commerce company, and the two sides are fighting each other. If the online price is low, it will affect the rental income of the physical store. If the online price is high, there is no advantage on the online, it is difficult to do it." Home industry media - Deputy General Manager of Asia Pacific Media Luo Lingwei Say. On October 8, the reporter visited the Red Star Macalline Shanghai Wenshui Store and Jinhaima Home Shanghai Hutai Store. More than 10 merchants interviewed said that they did not know that the home store they were stationed in had opened an online store, and had not received any notice to let them put the products online. For the online store in the store, the merchants are generally not optimistic. The most common sentence they say is: "The things on the Internet are the same as those sold in our store." The other view is that the online sales of household goods have a poor experience and actual sales. Feeling discreet, logistics and other issues. The store staff of the famous guest bedroom brand “Gujia Home†told reporters that their household products are currently sold online, but the products sold online and offline are not the same, and the products sold online are “very commonâ€. The reporter also noticed that in these two stores, it is difficult to trace the brands they sell online. The reporter then went to the Red Star Macalline to verify that the other party said that the goods of Hongmei Mall are not necessarily available online. After consulting with Jinhaima Home Online Mall customer service, it was learned that its online sales products are only owned by Jinhaima brand. That is to say, the online and offline goods of the two stores are not highly overlapped, and there is no online and offline game. Hongmei Mall is positioned below the offline Qijiawang brand public relations director Wu Xingbing told reporters that small and medium-sized home products are actually very competitive in the market. Large-scale non-standard homes For the reasons mentioned above, there are currently few e-commerce companies to do this. The reporter learned from Hongmei Mall that the first batch of well-known brands that entered Hongmei Mall at the end of October include: Midea, Aopu, Panasonic, Philips, Moen, Ariston, American Standard, Baishitang, Aotingbao, Hengyuanxiang, etc. . However, the reporter found that this list is still dominated by standard products. The reporter’s exclusive information on the investment in Hongmei Mall was informed that the ambition of Hongmei Mall to win the traditional well-known non-standard brand “touching the net†is really small. According to the data, the target group of Hongmei Mall is mainly positioned in the mid-end mass market, which is lower than the offline high-end positioning. When guiding the merchants to “touch the netâ€, Hongmei Mall is mainly engaged in “touching the net, selling online,†and “not touching the net, having the willingness to touch the netâ€, for the “not touching the net, no netting willingness†"This type of business has the largest proportion, and Hongmei does not insist." In addition, Hongmei Mall told reporters earlier that the sales price of the merchants on the platform of Hongmei Mall is independently priced by the merchants, and Hongmei Mall will supervise the price at the same time. However, the interest problems between online and offline still exist. For this point, in the investment information, Hongmei Mall also stated the specific practices: in addition to the online and offline product differentiation, online provision of network special supply products, etc. In addition, the city sub-station will be set up to solve the problem of the interests of distributors in different regions and the “last mile†of large-scale furniture and building materials distribution. The city sub-station will open 10 after one year. Extended reading of non-standard homes hopes that the O2O model "sells non-standard homes, must be O2O mode, that is, 'online + physical dealers' combination, in order to do faster and better." Asia Pacific Media Deputy General Manager Luo Lingqi said. Hongmei Mall has launched the slogan “Building a world-class company with a large O2O model†on the investment information, and one of their O2O models is “common city operationâ€, hoping to solve the sales problem of non-standard products. Hongmei Mall told reporters that "common city operation" is the O2O mode of the online and offline linkage of the Hongmei Mall in the same city distribution line. Consumers can get product information in Hongmei Mall, and they can go to the Hongmei Mall Experience Center in each city sub-station to experience it, but they need to go back online to buy goods. Can this model of Hongmei Mall be successful? In fact, before the Hongmei Mall, many e-commerce companies have explored the sales of domestic non-standard products, mainly the O2O model. Gong Wenxiang, a well-known Weibo owner, told reporters that Qijia.com's non-standard homes use O2O's group buying model, and this part of the business has become an important source of their performance. In addition, the O2O model is better done by Tmall's Lin's wood industry. The way they take it is to accept the reservation online first, and then if the desired production quantity is reached, then the production will be carried out. Zeng Zhaolin, vice president of fashion home e-commerce "outside and outside the purchase", told reporters that Qijiawang's O2O model is actually not binding enough on offline stores. When consumers sign up for Qijiawang's group purchase activities, he goes to the scene. In the process of seeing the goods, it may be possible to reach an agreement with the merchant privately and skip the Qijia network. In addition, the operation of the Home Experience Museum, such as Melaleuca and Taobao Aibo, is not good, and operating costs are now a big problem.