After eight years, “Double Eleven†has become a recognized consumer shopping carnival for consumers. According to public data, the total turnover of “Double 11†Tmall reached 57.1 billion yuan in 2014. In 2015, the transaction volume of “Double 11†Tmall reached 91.2 billion yuan, and the sales of the whole network reached 122.9 billion yuan. The increase in sales proved The huge potential of the “Double 11†online shopping market, the home business is naturally actively participating in this carnival. Double Eleven battles started the European and other home furnishing companies to pre-sell in advance to seize the market The reporters browsed the flagship stores of various home furnishing companies and found that most home furnishing companies hang up the timing cards with pre-sale countdowns or activity countdowns on the homepage of the online flagship store. These timing cards remind consumers in seconds. The time from the end of the "Double 11" event. At the same time, many online flagship stores can also find the timeline of the promotion activities in a clear position, so that consumers can most intuitively understand the event time and content in the store. Shichuang Decoration opened the 1 yuan booking double 11 price activity on October 15th-20th, and opened the 1000 yuan to subscribe to the double 11 limited quota from October 21st to November 10th, and opened the day on November 5th. Cat Meijia Expo double eleven prices in advance to grab, quota limited activities, November 6-10 to open 1 yuan spike activity. Huari Home opened 99 yuan to grab the first purchase from October 21st to October 31st, and paid the final period of 101 yuan for the pre-sale period. On November 1st to 11th, the competition won the gold medal list, and the 1 yuan package was first. The pre-heating period of the province won the event, and on November 11th, it entered the list of winning the gold medal, and the 990 grabbed the activity of the solid wood bed. In Tmall's home improvement venue, Lin's Wood, All-Friends Home, Chivas and other furniture companies have launched pre-sale products, Wrigley sanitary ware, bull socket, Zhengtai lighting and other building materials companies have also launched coupons and other activities. In the whole house custom-made products, the TATA wooden door will open 100 yuan on October 21st to November 10th to reach the 200 yuan deposit expansion activity on November 11th. Ou Pai cabinets also launched activities such as the pressure cooker from October 21st to November 10th. Every year, the growth of “Double 11†sales has injected a booster into the home furnishing industry. Except for Tmall’s “Double 11†carnival, Jingdong Mall, Suning, Gome and other e-commerce companies are also actively participating in this battle, enterprises and consumers on this network. The festival is full of expectations. Jiang Hong, general manager of Jingxing Decoration, said: “Jingxing Decoration participated in the Tmall Double Eleven battle for the first time this year. This time, it was also carried out online and offline. This double 11 promotion is also the biggest among the annual offers. I also look forward to this year's Double Eleven to create better performance." Optimize the consumer experience to achieve seamless online and offline docking Although the "Double 11" is an online carnival, in addition to the regular online pre-sale goods payment deposit, millions of cash coupons, a large number of low-priced goods spike, millions of no-door coupons to buy, home brands are mostly online and offline Linked consideration and deployment, in the days of this online carnival, the online and offline efforts are also a two-sided method for most merchants to serve consumers. From November 1st to 10th, the 50-yuan privilege voucher will be taken at the Huari Tmall flagship store for 50 yuan, and you can enjoy the full privilege of shopping. Ou Lin’s “Double 11 Comes to the Store†event, grab the Tmall privilege online, and enjoy the discount online. Rui Jinwen Rongfa Decoration Beijing General Manager Tang Jinbin told reporters: "Online and offline are actually a channel for us, because we are traditional home improvement companies, so online can not completely complete sales, generally we are online consulting The line falls, but as long as we are customers, we pay attention to it. Online and offline are different channels for us. We will take it more seriously for online customers because they have a process from online to offline, so we It will be more cautious. In general, our online and offline services are the same." The online and offline financing allows consumers to choose online or offline purchases. They can look at the products online, go directly to the offline store experience, or experience online orders. For customers, this way of shopping is not only Convenience, it also allows consumers to more effectively allocate their shopping time, maximizing the seamless connection between information and physical, online and offline. The old theme of marketing strategy advocates new ways of playing Many companies that value online channels have also designed new ways of playing this year. For example, Huari Home has launched the "Double 11 Singles Day", from "hiring, engagement, dowry, welcoming, changing the ceremony, entering the room", giving the full benefits to the customers. Some companies allow consumers to participate in the interaction, to further understand the product and brand culture, and thus promote sales. Gujia Home prepared an online consultation to send VR glasses activities, VR technology into the online shopping sofa, Internet access to 360 degrees real experience sofa. In addition, as a popular online live broadcast method, it is also integrated into the home industry in the “Double 11†event. In addition, Gujia Home will also invite network reds Xiao Wei and Jiang Sida to live broadcast, providing fans with interactive prizes, while Tmall stores will kill mattresses, slippers, coupons, etc. Shichuang Decoration will also carry out crazy Boss on November 11th, and Tmall will detonate the carnival. Industry sound Rui Bowen Rongfa Decoration General Manager of Beijing Company Tang Jinbin: Provide the greatest discount for the whole year Rongfa participated in 3 "Double 11" battles. The network just launched "Double 11" is not very concerned, because "Double 11" originated from Taobao, and did not feel at first, so it took only two years to participate. For home improvement companies, Maybe there will be many important months in the year, because we are celebrating the 18th anniversary this year. We will put our anniversary in November. Our preferential strength will naturally be bigger than in previous years, so this year’s discount is the biggest for us. For the expectation of "Double 11", I hope that the number of customers of the network will be more than one year a year. After all, it is affected by the eleven long holidays, so I hope that "Double 11" can make up for it. Xiu's executive deputy general manager Xiu Jun: the difference between online and offline channels gradually fades Huari has participated in five “double 11â€s. Last year, “double 11†sales accounted for 5%-10% of the whole year. Now consumers are basically not divided into online and offline, but the difference between the final transaction locations. Now it is basically impossible to judge whether consumers are online or offline. Huari will not be clearly defined in the future. It is also just a means of communication and a difference in the place of the transaction. 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Advance pre-sale to seize the market home business hot war "Double Eleven" (Source Network)
Advance pre-sales to seize the market home business hot war "double eleven"