Che Jianxin borrowed the money from the e-commerce to vent his dissatisfaction with Melaleuca, and Melody also responded to the Red Star Macalline’s self-recognition, popularity, at least in the industry, and Melody started, including mainstream media such as Phoenix and SouFun. In a continuous number, the car-built new batch of Merlot events was in-depth coverage and released as headline news.

Car Jianxin, the chairman of Red Star Macalline, did not expect that his intention was to depreciate and criticize the B2C+020 furniture e-commerce website Melody, which became the capital of Merlot’s hype, targeting the Red Star Macalline. The company has repeatedly bombed and made headlines in various industry homepages.

This furniture novice with Internet genes, why consume old-fashioned traditional home channel dealers?

Melaleuca began to make furniture e-commerce in 2008. The earliest three years were based on Taobao (Tmall). In 2011, it began to turn to self-built website platform to sell low-priced private brand furniture products. The main source of traffic comes from Baidu Union, Tencent Guangdengtong, etc., that is, accurate advertising. As long as users who frequently browse home information on the Internet in a short period of time, they will basically see advertisements delivered by Melody.

201 In 1 year, a chance, Melody opened the first offline experience store in Chengdu, the effect is surprisingly good, and then embarked on the "online" (Mele Le Home Network) and "offline" (beauty) Lele Experience Hall) combines a dual platform 020 marketing model. According to official data, Mellow has created 269 experience pavilions nationwide (as of late February and December of 2013), covering 27 provinces and 4 municipalities across the country.

If this is the case, Melaleuca continues to sell its mouthfuls, and Red Star Macalline continues to take the path of high and handsome, still not very relevant.

On December 23, the listed mattress company Xilinmen announced a partnership with Melaleuca, which will supply 80,000 mattresses to Melaleuca in 2014 and will increase to 150,000 in 2015. Xilinmen is obviously not the first cooperative enterprise of Melaleuca. The factories that cooperate with it also have Sikexin, Lihao, Dingsheng Furniture, Liansu and so on. From this point, it can be seen that Melody seems to be in the midst of a brewing strategy shift from “price” to “quality”.

Even more frightening is that Melody's ambition does not stop there. According to the information I have mastered, Melody intends to establish 100 offline experience stores with an area of ​​more than 5,000 square meters in 2014, to create an open platform for all major furniture manufacturers to join, this is the "Dragon" door to play with fire. !

Nearly 300 “experience stores”, the quality of products is improving, the business scope extends from furniture to decoration and building materials, and the ambition of “open platform”, coupled with the new construction of the car, the traditional home store sells well, Melody There is a similar product launch, and the price is only half of the red star (right side). These steps are all stepping on the tail of the "Dragon".

How does Melaleuca consume cars to build new ones?

For Che Jianxin, the real enemy may be Tmall, but to destroy the cat, Red Star Macalline is also helpless. The car even put forward that "it is best not to touch the net", which he himself feels "impossible" strategy, it can be seen that he is really a little confused. In his speech, he can only say that e-commerce is a "conspiracy".

Melaleuca, in fact, was only mentioned by the "unintentional" in the later forum dialogue, and was not covered in the official speech. Of course, Melody will not miss this opportunity.

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