Shanghai Volkswagen S3000 floor line renovation

　Online and offline can easily confuse consumers.

　　Many home furnishing companies, including flooring enterprises, have introduced B2C e-commerce into the O2O model, hoping to achieve maximum effect by mixing the two, not realizing that walking on two legs instead burdens them.

　　Some home furnishing giants and certain merchants on Tmall have introduced O2O codes, claiming that consumers can check prices online and experience products offline. However, in practice, you will find that online operators, for their own interests, persuade consumers to place orders offline. Some consumers, unable to resist the persuasion, will place orders online, thus violating the original intention of the rule makers.

　　Their argument for consumers who want to experience products offline is: the styles online and offline are different, and online prices are more favorable; whether this statement is true or not, it creates a sense of confusion for users.

　　Online promotions cause conflicts; it is necessary to alleviate vicious competition.

　　In the traditional offline model, flooring companies have distributors located in various regions. Although the distributors operate the same brand together, they are strictly independent entities. Distributors run a specialty store in their respective areas, establish connections with companies for supply, and have a certain degree of autonomy in sales, with the economic benefits generated from sales directly belonging to the distributors.

　　Regarding consumer habits for products like flooring, consumers tend to prefer physical stores. Therefore, in daily marketing, the vitality of online sales for flooring does not significantly impact distributors. With the successful hosting of the 'Double Eleven' promotion in recent years, consumers have realized the actual discounts available through online purchasing channels, leading to a surge in participation in promotional events. Online sales are not limited by geography, and consumers in various regions have abandoned physical stores, resulting in distributors' customer resources being seized by companies, causing direct conflicts of interest.