In the double eleventh war, no matter the sales of goods, the number of sellers with sales exceeding 10 million yuan, and the unit price of passengers, the e-commerce sales record has been refreshed. Among them, the home industry is also synchronizing the "speed and passion": all-friend furniture On the same day, the transaction volume broke the 100 million mark, Qumei Furniture sold more than 20 million online on the same day, and the cool house was taken away from the Taobao children's sales champion... In the overall downturn of the home market, the network double 11 high turnover seems to be The market has injected a reassurance agent, behind the beautiful marketing, whether the home market can reverse the harsh winter market is still unknown. Gao Yang of Ningbo Qumei Furniture said that the operation mode of home e-commerce is still mainly to supplement the physical stores, and most of the special node promotions are earning money at a loss, and it is difficult to reverse the downturn. The sales of the well-known furniture brand network of Singles Day has doubled the ultra-low price and the preferential package has won the popularity of Taobao. On the day of the Singles Day, the winter economy is booming, and the home building materials perform well. The turnover in a single day exceeded 1.2 billion, of which only 300 million were sold in furniture category. The all-friends furniture with a turnover of 100 million on the same day broke the historical record of the sales of home products of Tmall platform. It was listed among the top three in the sales list of Taobao Tmall Mall on the same day. Other brands such as Gujia Home, Qumei Furniture and Lin's wood industry has a good performance, Gujia Home Tmall flagship store sales exceeded 60 million, Lin's wood industry more than 58 million, Qumei furniture online transactions also reached more than 23 million on the same day, cool man with 2000 10,000 high sales have become the sales champion of Taobao children's furniture. As of yesterday, Taobao Furniture ranks among the best in terms of sales volume. “The sales growth on the day of Singles Day increased by about 5 times compared with the same period of last year.†Lin’s customer service said that the double eleven activities began to be prepared as early as September, and the products were stocked, including the final price cuts. And online pre-sales are also started in advance. In the winter market, consumers pay more attention to the price and service business. They often compete at the loss of marketing and earn a lot of money. The furniture company wins the beautiful. Some people say that consumers buy it, indicating that the home market is still very dynamic. Some people say that online sales. It is a good way to fight against the harsh winter economy. Behind the glamorous data, is the business really earning a lot of money, and the focus of future marketing will focus on online stores? "Basically not, the high sales of the double eleven is only the result of a beautiful marketing war. It is difficult to use the power to reverse the depressed market situation. The more the market is sluggish, the more the business will be popular, so the online store is in special festivals. Will launch ultra-low-cost new items, new packages, basically earning money at a loss, after this day the activity is over. Qumei nationwide online and offline regular product pricing is unified, there is no online store Cheaper, Ningbo online store sales accounted for only about 10% of total sales." Gao Yang of Ningbo Qumei Furniture said. Yang Jian, who loves children's furniture in Ningbo, believes that furniture, as a large amount of consumer goods, involves materials, colors and textures. Consumers generally go to the physical store to see and confirm the order. "At present, online sales are only used as an auxiliary mode for physical store sales." According to industry insiders, "Double Eleven" is a successful marketing case. In fact, it is not a day for businesses to make money. It is more like a business that burns money to play a brand and enhance its influence. Days. Internet marketing is still a few people's carnival, it is difficult to counter the market store online store to work together to more market data show that last year, the national building materials home store sales totaled 1.28 trillion yuan, compared to 1.2 billion online sales Obviously it is just drizzling. From the composition of 1.2 billion, the sales of furniture, home textiles and lighting products accounted for a large part, and other building materials such as cabinets, ceramic sanitary wares, pipe ceilings and other after-sales services were flat. Although “home e-commerce marketing†is a trend, it is only a few people’s carnival, and it is difficult to take care of the entire field. "The overall price system control, online large-value transaction risk, product experience difficulty, logistics distribution and post-maintenance maintenance services are destined to be slow in the 'e-commerce" process in the home industry." Some experts believe that the "double eleven" volume The high scores seem to have completed the perfect counterattack against the "economic winter theory", but if the smooth sales curve artificially arches a peak, and does not say the actual increment, the business logistics and other service links may encounter There are quite a few problems, such as the fact that there are color differences, material problems or bumps in the distribution process when you see the products on the Internet. Network sales are not only about numbers, but also must be consistent with the pace of physical stores. Service, to service traffic, to experience the exchange of people, through the interaction of online and offline to form a synergy, in the market downturn, take the lead in order to divide up more shares.
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