Eat the soil non-stop! Furniture e-commerce double 12 quietly connected
2024-01-18 11:10:16
The trend of “no promotion or no sales†in the home building materials industry has continued from the offline to the online. The aftermath of the "Double 11" carnival is not flat. This year's "Double 12" warm-up has been started one after another, and almost seamlessly docked between the two schedules. The consumer who just finished a round of "hands-on" exclaimed, "The 'double 11' express delivery is finished, 'double 12' is coming, this is the rhythm of 'getting the soil' to the end of the year."
"Double 12" advance connection
Since last year, the "Double 12" e-commerce promotion has been put on the line with the "Double 11". However, compared with previous years, this year's "Double 12" warm-up is earlier. Usually, in the beginning of December, all kinds of "double 12 discount" stores and brands will be produced. This year, at the end of "Double 11", it has been directly hung. On the "double 12 discount in advance" signboard.
This year's "Double 11" has ignited the enthusiasm of the "touching the net" in the building materials and home furnishing industry. More than 10 building materials and home furnishing brands have sold more than 100 million yuan, of which "black horses" are constantly emerging. Among the home textile categories, Luolai Home Textile won the championship with a sales volume of 190 million yuan. This year's Tmall "Double 11", the new division of the whole house is divided into categories, of which TATA wooden doors from the pre-sale from November 11 at 12 noon, Tmall double store cumulative sales exceeded 140 million; Sophia on the 11th At 16 o'clock in the afternoon, the transaction amount reached 240 million yuan, and "double 11" broke 60 million yuan. The sales of Lin's Wood, All-Friends Home and Gujia Home in the top three furniture categories also exceeded 100 million. The home improvement industry has also whipped up the horn in Tmall "Double 11" this year, and the real home improvement has become a dark horse with a turnover of over 416 million yuan. The top three in Tmall's decoration design/construction/supervising industry transaction volume are the sitrust flagship store, the home improvement e-station flagship store and the living home decoration flagship store, with corresponding sales of 401 million yuan, 193 million yuan and 0.88 billion yuan respectively. .
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In the face of such a good "transcript", the building materials home industry's expectations for the "double 12" can be imagined. In the “Tmall Home Improvement†sub-meeting that has appeared on Taobao’s homepage, there have already been a number of building materials and home furnishing brands. In the “Double 11â€, the brands with good record are almost all listed, “reproduced double 11†and “double 11 same price†"The slogan is very visible."
"Hao Tao" e-commerce impact is obvious
Different from previous years, the strong impact of “haitao†e-commerce is very obvious. In previous years, the big promotion of Christmas was after “Double 12â€, and this year, the “Red Friday†consumption brought by Thanksgiving was strong, and consumers also showed great interest in this. This may be “Double 12†"One of the factors in advance."
"Actually, the earliest generation of Taobao people are often the most closely following trends. With the increasing awareness of foreign e-commerce websites, the initial online shopping pioneers have turned their attention to Haitao," said industry insiders. Online shoppers of the brand "foreign goods" are no longer satisfied with purchasing, but choose to place orders directly on foreign e-commerce websites. "The main reason is that some relatively small brands do not have much brand purchase, but I prefer it, some e-commerce websites that are similar to the nature of the store." Consumer Miss Yu said that some micro-signals dedicated to foreign e-commerce websites are You can place an order for “0 service feeâ€, and your friends who have passed the English level have a “private collection†of foreign e-commerce websites. This year’s “Red Friday†promotion discount is ahead of the competition. “I found many friends around me’ The double 11' consumption is limited, but the enthusiasm for this overseas promotion is high."
However, home building materials are after all commodities, because of the relationship between logistics and other aspects, the current "hai Tao" is not universal, consumers are more interested in clothing and beauty categories. However, in the face of the impact of "Red Friday", in order to pull back the eyes of consumers, domestic e-commerce companies had to launch the "Double 12" immediately, and home building materials as one of the main categories, had to keep up with this rhythm.
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è¶ "Double 12" final replenishment
Since the "Double 11", the prices of many shops and brands have not gone up. Browse some brands and find that group purchase promotion such as “poly cost-effective†is already a regular project, and many furniture brands participate in the “double 11†price, which perfectly realizes the transition to “double 12â€.
"I used to worry that the goods that I didn't grab in the 'Double 11' have passed this village. I don't have this shop now." Consumer Zhou said that the 'Double 11' price continues to grow longer, so The mentality of buying is also more calm, "close to the end of the year, the promotion will only be more and more, you can look at it more." Similar to Miss Zhou’s idea, many consumers are still enthusiastic about “Double 11â€, and the “Double 12†replenishment opportunity will not be missed, but the frequent promotion climax will also make consumers feel a little “weakâ€. .
"For two consecutive months, the 'hands' is a bit too much to eat. If you really want to 'eat the soil' until the end of the year," Mr. Su said that "Double 11" has already smashed the goods. "All the families bought by the wife." Everyday I can use the 'Double 11' next year, and the 'Double 12' can check the gaps at most and will not purchase them in large quantities."
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"Double 12" advance connection
Since last year, the "Double 12" e-commerce promotion has been put on the line with the "Double 11". However, compared with previous years, this year's "Double 12" warm-up is earlier. Usually, in the beginning of December, all kinds of "double 12 discount" stores and brands will be produced. This year, at the end of "Double 11", it has been directly hung. On the "double 12 discount in advance" signboard.
This year's "Double 11" has ignited the enthusiasm of the "touching the net" in the building materials and home furnishing industry. More than 10 building materials and home furnishing brands have sold more than 100 million yuan, of which "black horses" are constantly emerging. Among the home textile categories, Luolai Home Textile won the championship with a sales volume of 190 million yuan. This year's Tmall "Double 11", the new division of the whole house is divided into categories, of which TATA wooden doors from the pre-sale from November 11 at 12 noon, Tmall double store cumulative sales exceeded 140 million; Sophia on the 11th At 16 o'clock in the afternoon, the transaction amount reached 240 million yuan, and "double 11" broke 60 million yuan. The sales of Lin's Wood, All-Friends Home and Gujia Home in the top three furniture categories also exceeded 100 million. The home improvement industry has also whipped up the horn in Tmall "Double 11" this year, and the real home improvement has become a dark horse with a turnover of over 416 million yuan. The top three in Tmall's decoration design/construction/supervising industry transaction volume are the sitrust flagship store, the home improvement e-station flagship store and the living home decoration flagship store, with corresponding sales of 401 million yuan, 193 million yuan and 0.88 billion yuan respectively. .
In the face of such a good "transcript", the building materials home industry's expectations for the "double 12" can be imagined. In the “Tmall Home Improvement†sub-meeting that has appeared on Taobao’s homepage, there have already been a number of building materials and home furnishing brands. In the “Double 11â€, the brands with good record are almost all listed, “reproduced double 11†and “double 11 same price†"The slogan is very visible."
"Hao Tao" e-commerce impact is obvious
Different from previous years, the strong impact of “haitao†e-commerce is very obvious. In previous years, the big promotion of Christmas was after “Double 12â€, and this year, the “Red Friday†consumption brought by Thanksgiving was strong, and consumers also showed great interest in this. This may be “Double 12†"One of the factors in advance."
"Actually, the earliest generation of Taobao people are often the most closely following trends. With the increasing awareness of foreign e-commerce websites, the initial online shopping pioneers have turned their attention to Haitao," said industry insiders. Online shoppers of the brand "foreign goods" are no longer satisfied with purchasing, but choose to place orders directly on foreign e-commerce websites. "The main reason is that some relatively small brands do not have much brand purchase, but I prefer it, some e-commerce websites that are similar to the nature of the store." Consumer Miss Yu said that some micro-signals dedicated to foreign e-commerce websites are You can place an order for “0 service feeâ€, and your friends who have passed the English level have a “private collection†of foreign e-commerce websites. This year’s “Red Friday†promotion discount is ahead of the competition. “I found many friends around me’ The double 11' consumption is limited, but the enthusiasm for this overseas promotion is high."
However, home building materials are after all commodities, because of the relationship between logistics and other aspects, the current "hai Tao" is not universal, consumers are more interested in clothing and beauty categories. However, in the face of the impact of "Red Friday", in order to pull back the eyes of consumers, domestic e-commerce companies had to launch the "Double 12" immediately, and home building materials as one of the main categories, had to keep up with this rhythm.
è¶ "Double 12" final replenishment
Since the "Double 11", the prices of many shops and brands have not gone up. Browse some brands and find that group purchase promotion such as “poly cost-effective†is already a regular project, and many furniture brands participate in the “double 11†price, which perfectly realizes the transition to “double 12â€.
"I used to worry that the goods that I didn't grab in the 'Double 11' have passed this village. I don't have this shop now." Consumer Zhou said that the 'Double 11' price continues to grow longer, so The mentality of buying is also more calm, "close to the end of the year, the promotion will only be more and more, you can look at it more." Similar to Miss Zhou’s idea, many consumers are still enthusiastic about “Double 11â€, and the “Double 12†replenishment opportunity will not be missed, but the frequent promotion climax will also make consumers feel a little “weakâ€. .
"For two consecutive months, the 'hands' is a bit too much to eat. If you really want to 'eat the soil' until the end of the year," Mr. Su said that "Double 11" has already smashed the goods. "All the families bought by the wife." Everyday I can use the 'Double 11' next year, and the 'Double 12' can check the gaps at most and will not purchase them in large quantities."
Like the “no promotion†of offline home stores, the promotion of online building materials and home furnishing industry is becoming more and more regular. "Double 11" started the promotion game at the end of the year, plus the usual regular promotion, and then to the "Double 12", the business of the end of the year will not let go of the online platform. However, whether the normalized promotion will make consumers more and more difficult to be stimulated is another problem that the building materials and home industry needs to face.
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