The lively double eleven e-commerce wars slammed the marketing drums at the end of the year. Compared with last year’s “low-key†style, the home furnishing industry has made great progress this year. The home brands represented by Lin’s Wood, Luolai Home Textiles and All-Friends Furniture are squeezed into the double. Ten days of cat sales of the top ten categories. In November, the “Double Twelve†was once again concerned by the merchants. However, the reporter observed that some of the Tmall home brand “Double Twelve†e-commerce concessions have tightened, and brands such as Luolai Home Textile have simply abandoned the node marketing.
Double eleven sequelae cast a shadow on home online shopping
In the "big cake" of the 571 billion turnover of Tmall Double Eleven, five types of home brands including Lin's Wood, Quanyou Home, Luolai Home Textiles, Home Improvement e Station, and Mercury Home Textiles all achieved sales of 100 million yuan. amount. Behind the beautiful numbers, it also ushered in the "spit" of netizens on home online shopping.
"I want to buy furniture such as sofas and dining tables on the 11th day. I think I can save a lot of money." Yuan Da, who lives in Xingwei Parker Waterfront Community, spent more than 5,000 to buy some furniture. He introduced, "Furniture It was a spot, and I had already prepared for the second half of the month, but now, my sofa has not been shipped.†Yuan Da did not see the furniture, “I don’t know if there is any quality problem.â€
Liu Fagang, secretary-general of the Hunan Provincial Furniture Association, said in an interview that building a mature ecosystem of the home industry is an indispensable element of logistics. In fact, delayed delivery is only one aspect of netizens' squandering. The phenomenon of “temporary price adjustmentâ€, “false sales†and “single billing†has become a concern for netizens' online shopping.
Home double 12 online discount reduction line is difficult to trace
Tmall began to focus on dual-television marketing on November 24, and called this year's "Double Twelve" as the "Universal Festival."
At the Tmall flagship store of Lin's Wood Industry, the words “12-12 Brand Festival†were hung on the homepage, and a pre-sale special session was opened. “630 urban areas are included in the homeâ€, “2 fold from the audience†and “15†The words “day price protection†and “20% discount†are quite attractive.
The reporter saw that a high-grade flannel sofa said the counter price was 7980 yuan, while the double 12 pre-sale price was 2999 yuan. However, when the reporter inquired about a discount product during the double eleven period, he found that it was not in the discount offer series.
When the reporter came to the Luolai Home Textile Tmall flagship store, he found that the "Double Twelve" trace was even less obvious. He only launched a "December Warm Season" event, which seems to be the tenth in the double eleven days of cat category sales. Not optimistic about the dual twelve marketing nodes.
Compared with the rich offline elements during the “Double Eleven†period, the reporter observed that Changsha Xiyingmen Building Materials Furniture Plaza, Real Home, Red Star Meikailong and other large home stores found that offline home stores are not “double twelve†"Cold", only ready to launch regular offers at the weekend, did not use the "double twelve" to make a big fuss.
Suzhou home network editor, the article comes from the Internet.
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