Recently, in the Chengdu furniture market , the founder of Merlot Huang Hui revealed that Merlot and Haier reached a strategic cooperation intention and placed some Haier appliances in the major Merlot offline experience halls. It will also be changed to "Haier Merlot".
Huang Hui announced that, following the two stores previously closed on Taobao, the last Melaleuca Taobao store will be closed within a month. In this way, Melaleuca will completely end its cooperation with Taobao. The reason is that Taobao's own activities are particularly numerous, such as cost-effective, group buying, double eleven, etc. Huang Hui believes that these activities have actually broken the price system, and each time they are seriously overdrawing the future market. The prices of merchant products are high and low. After breaking the balance rhythm, the user experience will be reduced. It is believed that the main purpose of Melaleuca's withdrawal from Taobao is to avoid making users feel that the Melaleuca price system is changeable, and develop a choice made by the psychological expectations of "non-discount and no purchase".
On the other hand, since Haier announced that it has ceased cooperation with JD.com in August, it has never stopped considering the layout of e-commerce . On the eve of Double Eleven, Haier's home appliance logistics service provider "Risun Shun" reached an intention with Tmall to achieve a 24-hour time limit in 400 cities and more than 1500 districts and counties across the country, and more than 460 third- and fourth-tier cities, Rural areas will guarantee a 48-hour limited time arrival. At the same time during the Double Eleven, consumers can also enjoy free "delivery and packaging" service when shopping in flagship stores. Next year, Haier Rishun will also invest RMB 6 billion to continue to improve the distribution of logistics outlets in third- and fourth-tier cities and rural areas, laying a logistics foundation for the rapid development of e-commerce.
After terminating its cooperation with JD.com, Haier still has third-party e-commerce platforms such as No. 1 Store and QQ Mall as partners, while offline cooperation with Melaleuca is a different approach. The Melaleuca Experience Hall will be named "Haier Melaleuca Shop" in the future, which will help Haier occupy a special e-commerce line with major home brands in some major and second-tier cities in a situation similar to "independent stores." Kind of terminal dye channel. This should also belong to Haier's attempt on the road of e-commerce. For Merlot, he also hopes to use this form of cooperation with Haier to jointly explore the road of e-commerce cooperation with more home furnishing brands. Open first.
Huang Hui called on the major Chengdu furniture brands to build a team from scratch to explore e-commerce channels rather than relying on a professional Melaleuca team. This shows that Melaleuca is also considering changing from a simpler online product provider to an integrated e-commerce service provider that provides an online sales platform for multiple brands in the home industry.
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