Phenomenon business and consumption hot "double 11"
It is not difficult to find out from the relevant information searched by Baidu that the "Double 11" heat has spread throughout the home market. The reporter entered "Double 11" in Baidu, and there were 26900000 related searches; after entering "Home Double 11", there were 4900000 related searches.
It is not difficult to see from this group of data that people's expectations for "Double 11" are no less than the major traditional festivals such as National Day and New Year's Day. Consumers regard it as the best time to buy high-quality and low-priced products, and merchants take it. As a means of speculating products.
Around November 11 last year, many home furnishing companies participated in the "double 11" promotion and tasted the sweetness. This year, more companies began to pay attention to this day, so that November, which has already entered the low season of the industry, will once again be lively.
“When last year’s double 11 promotion, consumers bought preferential products, and merchants also took the opportunity to promote the return of funds, which achieved a win-win situation for consumers and businesses. Obviously, for the double 11 promotion, it’s not good for the seller’s hot. The active purchase of the buyer is the key.†Ou Kailong CEO Wu Dawei said that consumers who bought furniture and building materials during the 11th Golden Week may have some things not purchased, so there will still be some purchasing power to be released in November. . In November, most of the consumers who went to the market for shopping were home-decorated consumers, and the shopping crowd also showed a more targeted feature.
Promotional home industry "Double 11" activities frequently
It is understood that whether it is a large home store or a single-brand and cross-industry alliance, just after the 11th holiday, it began to brew the November event.
On November 2nd, the Red Star Macalline Global Home Expo opened. Spend thousands of home appliances to spend 8,000, draw luxury diamonds, 200 yuan to buy "joint purchase manual" to change 4000 and then get the duckling washing machine, enjoy 6 heavy explosions. Since October 20th, Red Star Macalline has issued the "China Big Brand Joint Purchase Handbook" for the whole city. More than 20 home big brands work together, a joint purchase manual price of 200 yuan, consumers buy a manual to get a value of 368 yuan duckling washing machine, can also receive a 4000 yuan big-brand joint purchase discount coupon.
Actually, on November 2, we joined forces with several brands to launch a big promotion: the Fukumont home that celebrated its first anniversary in November, and the sleep festival will be held in the same period, from mattresses to soft beds to sofas. A net is exhausted. "Double 11" spike Tmall home improvement e station. Consumers log in to Tmall's home improvement e station, get 100 yuan into the store, the main package, construction package maximum discount of more than 16,000 yuan, and 1 yuan to 1,000 yuan and other big discounts.é„力力家具 launched Tmall "Double 11" pre-sale period to enjoy a 50% discount on ordering mattresses; Philippine Tmall flagship store coupon activities: vouchers spent over 1000 yuan for 50 yuan, etc.; Fu Lili WeChat spike, won 200 Yuan Dynasty gold vouchers, etc.; Fu Lili Weibo has a prize to receive the Singles Day gift.
On the 9th, the president of the icon floor "price" Pro, "sign" is difficult to carry out activities, value-for-money offers to consumers, a promotional floor price of not less than 90 yuan / square meter of laminate flooring, 9 days as low as 59 Yuanqi. Booking can participate in cash scraping; on the 9th, the Taiping Golden Elephant will be delivered on the reservation form, and the golden egg will be awarded a luxury refrigerator, LCD TV and so on.
From November 23rd to 24th, Huafeng Lighting launched the 3rd anniversary celebration celebration, the old customer sent a free maintenance and 200 yuan vouchers; 10 yuan for 1000 yuan; switch, lighting products over 1000 to send 1000 and draw 42 Inch SONY LCD TV and other awards.
There are also domestic and foreign first-line furniture and building materials brands, which will be rewarded in November: Xilinmen, TATA wooden doors, Hengjie bathroom, nature flooring, Yilibao cabinets, pinecone furniture, mousse bedding, Baisen, Ford, 20 brands such as left and right sofas, Op Lighting and other special products are available.
Features e-commerce promotion, service upgrade
In recent years, “Double 11†has gradually evolved into a mature business season, and both the business model and the commercial scope are being upgraded year by year, and the influence covers the whole country. It can be said that “Double 11†has become the market share and preemption of all merchants. The timing of the consumer.
For furniture and building materials, the biggest stimulus for “Double 11†is the price, because with the participation of e-commerce, the “smoke†of this node is stronger than ever. But "service upgrades" are a key element for businesses to continue and maintain profitability. Li Ruijie, deputy general manager of Red Star Macalline Central Plains, told reporters that in order to win more consumers, they launched a "heart dream, star miracle", through home visits, telephone calls, jasmine parcels, and old customers to participate in "Woodpecker Action" , for the Red Star Macalline service to provide valuable advice and other forms to carry out.
The reporter was informed that the Red Star Macalline Zhengzhou Shopping Mall and other shopping malls in the Central Plains area have set up a “Little Beauty Help†hotline. Customers may encounter doubts or problems such as home decoration, home purchase, logistics and distribution, furniture maintenance, and household knowledge. Call the "Little America Help" hotline or leave a message on the micro signal, you will get free advice and services in the first time.
"At present, various home furnishing companies are particularly concerned about the improvement of services. The quality and level of service will become the core competitiveness of the company." Li Chunxiao, general manager of Fulili Furniture Engineering Co., Ltd. said that if the introduction and use of e-commerce, for the home industry In the previous two seasons and the off-season in November before the Spring Festival, the online and offline two-pronged promotion platform, especially online sales, not only occupied this channel, but also expanded the brand awareness and brought the customers born after the 80s. Increase sales.
Gorgeous lighting marketing director Wang Jiaqi told reporters that gorgeous lighting has opened a flagship store in Tmall, Jingdong and No. 1 stores more than a year ago. Online and offline interactions, especially e-commerce platforms, are convenient and cost-effective. They are both a promotion and a challenge to the traditional home business model, and e-commerce is a must-have for the home industry. This sales model is more optimistic. In the later period, they will increase their service and use this model to occupy a larger market.
Sound "Double 11" into a new node for home industry promotion
After the Mid-Autumn Festival and the National Day "double festival", the home industry is weak in marketing. An important reason is that there are not enough festivals to attract eyeballs to plan marketing activities. For the home industry, “Double 11†is undoubtedly an important time node, from consumers to companies, from producers to sellers.
“By taking advantage of the double 11, home furnishing companies have found opportunities for creative marketing, especially this festival is characterized by price competition, which can attract customers' live experience at low prices.†The industry believes that the home industry can compete in the “double 11†competition. Promotional cards and creativity are more powerful, which means that the marketing awareness of the home industry is increasing.
The “Double 11†shopping crowd can be divided into two categories: one is rational shopping, because of the special nature of this day, many consumers overdraw some of their spending power on this day; the other is impulse buying, more in clothing. Or other small items. Furniture is still based on rational purchase. After all, furniture consumption has special characteristics, and it is not necessary to purchase it after consumption for a period of time.
From the "double 11" performance of the merchants in the past two years, consumers are very concerned about this kind of promotion activities. Some consumers even started to pay attention to the products they want to buy even one month before the event, only to wait for the price reduction before and after the "Double 11". Buy it immediately.
“I think the double 11 is a marketing tool. Whether the future is always feasible, it depends on the market to test.†Luo Wen, general manager of the Zhengzhou branch of Shengxiang Group, said that if the business wants to be profitable, it must have a sense of competition, and finally Success or failure has improved the ability of the market and the company to operate.
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Remind consumers to choose brand after-sales service
Some consumers have reported that there are many traps hidden behind this hot sales. Ms. Wang, a consumer who bought a four-piece bed of a certain brand during the “Double 11†promotion last year, experienced severe fading and staining after use.
There are companies that use promotional machines to clean up the situation of stockpiles or substandard goods for many years. In fact, enterprises should be based on honesty, should be carefully maintained, cultivated with care, should not be drumming the "pocket" while cooling the hearts of consumers.
Furniture and building materials products are large and durable consumer goods, often "three-point products, seven-point installation." Therefore, when purchasing goods, consumers should understand the after-sales service provided by the merchant, including when to deliver, whether to install the package, how long the warranty period is, and under what circumstances the warranty can be made. In addition, it is necessary to keep good vouchers, such as invoices, etc., and it is more secure in the event of disputes and after-sales services.
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