The smoke of the "Double Eleven" war in the e-commerce has not dissipated, and the "Double Twelve" promotion war has started again. The Securities Times reporter was informed that offline home building materials stores including Red Star Macalline, Real Home, and Guoanju are accelerating the layout of O2O (online to offline) channels, but the path of most stores O2O is exactly the same. 100 billion market share to be divided According to the survey data of China E-Commerce Research Center, the sales of household e-commerce in 2012 was 49 billion yuan, accounting for 4.5% of the total sales of e-commerce. Future sales are expected to grow rapidly. Li Junming, president of the China Furniture Sellers Association, said that at least 40% of the industry's retail sales in five years will be completed online. Based on the market capacity of several trillion yuan per year in the domestic household industry, the e-commerce map has at least 100 billion market space. In the recent e-commerce promotion, the traditional home furnishing enterprises have resisted the dark battle of e-commerce platforms. On the one hand, Tmall's move to test the water O2O in the offline store was forced to stop due to the boycott of the traditional store. On the other hand, the traditional home store was not lonely, and they built their own e-commerce platform to seize the market. Li Yi, director of Red Star Meikailong Xingyijia Market, told the reporter: “As a traditional home store, Red Star Macalline is trying to build a new e-commerce platform to complete the online channel layout. Online stores have enriched product categories, optimized product structure, etc. Initiatives to enhance the user experience, while adhering to online and offline collaborative development strategies to accelerate integrated resource integration." Path is similar The reporter learned through interviews that the current O2O path of domestic home e-commerce is similar. Online channels, physical stores in traditional home stores provide consumers with on-site experience, logistics and after-sales service. On-line, the e-commerce platform aggregates various product information, allowing consumers to select online more conveniently, and gives consumers professional guidance on decoration and matching to further enhance user stickiness. In response to the dispute between the traditional home electronics store and Tmall, Red Star Macalline said that the traditional home store is resisting the online platform to use the home store as a "fitting room" rather than O2O itself. Wang Xiaokang, the general manager of the online e-commerce platform of the family, also stressed that the home is not resistant to e-commerce. The attitude of the home to the e-commerce is positive. The company decided to cut in the O2O model and locate the online channel. For the strategic service platform, no profit consideration is for the time being. Gong Wenxiang, an electric business insider, analyzed that home e-commerce has strong dependence on offline entities, and consumers have higher risk of choice. Therefore, O2O mode will be the first choice for future home e-commerce. The “offline experience + online consumption†model will promote the integration of traditional home businesses and e-commerce. Less differentiated layout The reporter noted that many of the above-mentioned home stores have launched "online and offline integration" promotion. At the same time, home furnishing stores such as Guoanju and home furnishing manufacturers represented by Yihua Wood also launched O2O marketing through WeChat channels. Mo Yanqing, an analyst at China E-Commerce Research Center, believes that while O2O is promoting the upgrading of the business model of the e-commerce industry, it also opens up online channels for traditional retail enterprises. On the one hand, e-commerce companies extend offline and build complete sales and experience. Chains, and the extension of traditional retail companies across the border has become a trend. Another industry insider analyzed that the traditional enterprise wants to realize the O2O model and can't simply do it. In addition to the control of the two essential parts of the online and offline, it also needs the company to make reasonable adjustments to the internal resources and operation mode, otherwise it is easy. There is a situation of "left and right fighting". In this regard, Li Yi introduced that Red Star Macalline will still adhere to the strategy of “walking on two legsâ€, which will not make Xingyi’s family a simple drainage channel for offline stores, nor will it allow offline stores to be online. Consumer's "fitting room". The company is currently focusing on online and offline differentiation, focusing on fashion, simple and simple home products for mass consumption, avoiding the direct conflict with offline high-end products. 2018 New Products by Bossgoo itjt tkttt Bossgoo Wedding Company Co., Ltd. , https://www.bossgoodemo.com