In recent years, with the penetration of the Internet into the home building materials industry, a large number of home e-commerce platforms have sprung up. With fierce market competition and industry reshuffle, the pattern of home e-commerce has gradually formed. Xiaobian has combed the three e-commerce platforms of Tmall, Jingdong and Melody to see how they stand in this lively river. .
Tmall: monopolizes 100 billion home market share
Tmall's home improvement is based on the overall platform operation, creating a vertical market for the home improvement industry. By formulating corresponding vertical service standards such as logistics and after-sales service, it is packaged into a relatively complete business closed loop. The application of big data is its weapon of warfare, so it has unique advantages.
In November 2010, Tmall announced the establishment of its vertical platform home improvement hall, Tmall began to enter the home improvement field; in May 2011, Tmall launched the vertical home experience museum in Beijing; in June 2015, Tmall joint merchants, rookie network Together to create a one-stop home improvement platform, officially laid out the field of Internet home improvement. Today, Tmall's home improvement business is developing rapidly, bringing together 15,000 suppliers, and nearly 90% of well-known brands are stationed to complete the supply chain integration of the home improvement industry.
After several years of development, the scale of Tmall's home improvement business in 2015 has been 1619 times that of 2011, and it has a market share of 100 billion home appliances. According to industry analysis report, in 2015, Tmall and Taobao home furnishings accounted for 240 billion sales, making it the most home improvement business.
Jingdong: Will make a big effort in the home improvement market
In 2016, Zhou Xinyuan, general manager of the Home Furnishing Department of Jingdong Group, revealed that Jingdong will make a big effort in the home improvement market. Since its launch in 2011, Jingdong Home Furnishing Channel has grown steadily at a higher rate than the industry. It currently covers five categories of furniture, home, home textiles, kitchen utensils and building materials.
It is reported that Jingdong has launched the O2O model in thousands of offline stores of dozens of well-known brands. At the same time, the operation tool of “store gang†was launched to open up the channels of online orders and offline services, helping merchants to achieve online consumer order processing and service installation process. In addition, in the process of home decoration, Jingdong will also help consumers to control.
In the home improvement market, Jingdong’s warehouse advantage will be further developed. Last year, Jingdong in the industry for the first time launched a large-scale commodity warehousing, to achieve the last mile of distribution services for home furnishings consumers. In the planning, ceramic tiles, wood and other building materials will enter the Jingdong self-operated distribution system in the future.
It is worth mentioning that in terms of financial support, Jingdong has signed contracts with dozens of well-known home improvement companies such as Dongyi Risheng. Consumers can place large-scale consumer loans of up to 300,000 yuan in Jingdong White Articles through orders from Jingdong.
Melaleuca: Building the largest home O2O
Melaleuca is one of the most influential home O2O platform operators in China. It integrates furniture, building materials, home textiles and other multi-category products and services into a comprehensive home platform. According to statistics, Melaleus Home Network has more than 300 million users per year, covering almost all domestic online shopping people.
In 2011, Melody took the lead in opening up the O2O marketing model for the home e-commerce industry and achieved a 10-fold growth in three years. In 2014, Melody launched the O2O platform opening strategy and introduced more than 100 domestic first-line furniture brands.
In 2014, Melody's first large-scale experience museum “Mele Le Home Plaza†opened in Chengdu. Today, the total number of Merlot home experience pavilions has reached hundreds, covering more than 190 cities across the country, forming China's largest home O2O e-commerce system.
Recently, Melody has introduced the famous American home brand Cordon Bleus. In the first weekend of Melody's launch, Blue Racquet set a good performance in the past two days. In the next step, Melaleuca plans to fully display the blue riding furniture products to promote sales.
With the development of the Internet, the development of home e-commerce is inevitable, and no one dares to make a final conclusion. With the more mature e-commerce model, personalized products may be more able to meet the diversified and personalized needs of young consumers. It is not difficult to predict that in the future, the home e-commerce rivers and lakes will certainly be more heated, and who will be proud of the rivers and lakes, we will wait and see!
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