6 stores jointly issued a notice to force the home brand "station team"

The “Ghosts” on the 11th Jinan TV Home Festival frequently appeared: a hard-to-find exhibition, after the launch, there were five or six large booths vacant; many exhibitors did not dare to play the brand, the brand name on the inkjet board was temporarily Replace or cover; individual exhibitors are afraid to open a deal...

TV home festival is popular.

Looking at the bustling crowd at the scene and the order to sell 320,000 yuan on the same day, the furniture exhibitor Zou Bo was not happy: he had received the exit from the home market, and the stalls on the side of the store. It has been artificially shut down for more than two days. The reason is not to listen to "greeting" or "unauthorized" to participate in the exhibition.
More exhibitors are uneasy - jealousy and worries come from the "joint cofferdam" of several Jinan home stores. I don't know if the fixed pavement at the home shopping mall can be preserved. The home show brings double brand temptation and on-the-spot transaction and can't bear to give up. They are helpless.
The reason for this is that a number of Jinan home shopping malls jointly issued a "blocking order."
If you don't dare to face the consumer's home show directly, the rewards for exhibitors in terms of brand awareness expansion cannot be estimated and measured by numbers.
However, on the 11th Jinan TV Home Furnishing Festival held on June 4th, some exhibitors did not dare to show people the truth. The staff of the Home Festival Organizing Committee saw that the booth and registration name of a diatom mud brand was not matched. Under the inquiry, the exhibitor secretly told: "We are the registered diatom mud brand, and we are afraid to be replaced by the name of the store."
The reporter visited and found that there are still many booth signs and brands that do not match the brand, and the behavior of some brand exhibitors temporarily covering the inkjet panels is even more strange.
Where does the “blocking” in the exhibitor come from? Many exhibitors admit that they have blocked the home shopping malls where these exhibitors are stationed in Jinan or their agents.
The brand exhibition lost many exhibitors in Jinan to present a notice entitled “Regulations on the prohibition of merchants from participating in various types of shopping malls outside the major shopping malls”. There are several red official seals of famous Jinan home shopping malls.
The notice includes: "Since April 1, 2016, all merchants are strictly prohibited from participating in all out-of-store sales activities organized by third-party marketing platforms. Once found, all home shopping malls will seriously investigate and deal with them, and will jointly take effective measures until they clear the scene. All the serious consequences brought about by this will be borne by the merchants themselves.” This means that the mall operators will go out to participate in the exhibition and will encounter this kind of “encirclement and suppression” joint ban!
“Encirclement and suppression” allowed some brand exhibitions to flee from Jinan: A Chinese exhibition company originally scheduled to be held in Jinan in May was forced to cancel. This exhibition in more than ten cities across the country was defeated in Jinan; The professional exhibition - home products ordering conference, which was set up in the high-tech zone Jinan International Convention and Exhibition Center, was fully summoned. After the "blocking order" was issued, it was collectively refunded and finally reduced to less than two exhibition halls.
Can only "choose one of two"
It is not possible to exhibit in the name of the headquarters, to exhibit in the name of the physical store, or to exhibit in the name of the individual. If the brand is stationed in the home store, it cannot participate. In the face of this kind of "encirclement and suppression", the home brands that want to participate in the exhibition can only "choose one or two" in the "business" or "exhibitors".
Some famous brands that were not absent from any TV home festival before, due to fear of "sniping", all lost the home festival.
After publicly informing the industry's "Notice on the prohibition of merchants from participating in various types of shopping malls outside the shopping malls in various major shopping malls" was investigated and dealt with by the industry and commerce department, the mall clearly declared that the "notification statement was invalidated", but in fact, it was intensified in the dark, and the water was stopped. Power outages and retreats are unscrupulous, and agents who are weak in strength are really untouchable. At the noon of the second day of the exhibition, five exhibitors proposed to dismantle the exhibition in advance.
Who is the "dark war" injured?
The "dark war" provoked by the store has become the most unsuccessful in the Jinan home furnishing industry. When I learned that my brand agent represented the brand's participation in the exhibition, an internationally renowned home brand sales manager said helplessly: "Jinan home industry is too deep!"
A senior industry insider quietly told reporters: The market is nothing, mediocrity! In recent years, the attraction of shopping malls to consumers has become weaker and weaker, and it is helpless for merchants to go out to make a living. In the off-market orders, returning to the mall to place orders, has formed a good cycle of tacit understanding. The mall did not pay, only the proceeds, no one owed the store rent, nothing to do, this tacit understanding broke, the market turmoil, the injured is the market, the victims are consumers.
Many brand merchants complained to reporters, and many people appealed: This phenomenon should be managed by someone!
A short review of the "cage policy" should not have autonomous, free, equal, and competitive market economy development for nearly 25 years. This "cage policy" that restricts the free movement of the owners is simple in thinking, rude, and open and pluralistic. The economy is out of place.
Bundling the business with a joint ban is just a small wishful thinking. Merchants dare to say that this phenomenon should be managed.
To cultivate and expand the exhibition economy and prosper the city's commerce and trade, it is necessary to have more exhibitions with reasonable formats, effective supply and continuous exhibitions like the “Family Festival”, and such “cage policy” should be lifted.

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