What kind of "martial arts" can be on the list?
This year's double eleven finally ended with 120.7 billion. No matter what kind of mentality to use to look at this number, no matter how much each person contributed to it, this figure undoubtedly represents the nationality of this carnival. In the home industry, compared with last year's results, which companies have the military function list this year? What are the dark horses in the home industry?
The martial arts have greatly increased
On the home rivers and lakes, Lin's wood industry is still the owner of this year, ranking first with 610 million turnover. In fact, this year's tens of millions of sects are not in the minority. Last year, there were more than 10 billion households in the home industry. According to incomplete statistics this year, more than 30 have exceeded 100 million. Gu Jia’s turnover this year increased by 288%, and ended with 311 million. Sophia, which won the whole house-customized category, grew by 165% from 0.9 billion last year to 239 million this year. Bell flooring has also increased by 650% from 28 million last year to 210 million this year. The result of such a surprise is not only the development of the enterprise, but also based on the overall good of the double eleven.
Different from the simple online sales in the past, the road of home e-commerce has gradually been flattened, and the addition of more elements has given e-commerce a broader development space, which is also the basis for the large-scale improvement of the double eleven results. It has been suggested that the understanding of e-commerce by enterprises is becoming more and more abundant in practice: to enhance the consumer experience, the direct contact between enterprises and consumers, and the feedback of big data to form the basis of product R&D and advertising... The dialogue between consumers and e-commerce, Increasing the service and brand of e-commerce has also increased the trust of consumers. The goods are not right, false promotions, price traps... When these are reduced, the pattern and internal logic of e-commerce can really show up.
Marketing martial arts new popular
Blowing off the chicken feathers in the past after the crazy promotion, this year's double eleven performance e-commerce development is indispensable. A more thorough understanding of the greater use of e-commerce tools, but also innovated a variety of marketing channels.
1. Online and offline combination punching force value: ★★★★★
The routine of online and offline interactions has appeared in the rivers and lakes last year, but this year's double eleven is particularly good. On the eve of the double eleventh, a media survey found that 96% of companies said that they will drive the O2O two-line strategy in this year's double eleven, achieving online and offline linkage. It was revealed that Ma Yun will not mention e-commerce next year, and the "new retail" of online and offline logistics integration has become a hot word this year.
This year, Sofia used e-commerce as a conduit to bring online customers to physical stores. Although physical stores, official websites, Tmall and Jingdong are simultaneously active, orders that come in from that channel will be managed in Sofia's system. Zhou Wenming, deputy general manager of Sophia Marketing, said, "More than 1,500 stores are our core strengths. For dealers, they are sitting in the store, waiting for customers to come to the door, and now importing a large number of online customers to them. For them, it is an incremental. This solves the problem of how the store will support e-commerce. "The linkage between online and offline, combined with modern logistics, makes the omni-channel highly integrated, creating a ubiquitous business. body. But in fact, the nature of online and offline is the same, only good to get a good location and resources.
2, live, posters, guns, force value: ★ ★ ★
Participants of this year's Wulin Conference presented a new martial arts. The indiscriminate bombing of live broadcasts and posters made consumers feel overwhelmed and really earned their eyeballs. While consumption is becoming more and more entertaining, e-commerce has also begun the transformation of “going to e-commerce and pro-entertainmentâ€.
Before the Double Eleventh World War, the martial arts lord Lin Shimu joined forces with the new spokesperson Li Yifeng to conduct a live broadcast of “Family Pampering Youâ€, which enabled the double 11 traffic war to reach its climax in advance. Lin's wood furniture flagship store reached 450,000 in one hour, and the number of clicks in the live broadcast reached 33 million. E-commerce + live broadcast may not be able to precipitate fans as purchasing power, but the rendering and interactivity of live broadcast will greatly narrow the distance between consumers and enterprises. Let marketing, brand, product realization and consumer's "zero distance" contact, to win the trust of consumers, increase the exposure of corporate brands will have a strong magic.
3, discount discount shadowless force value: ★ ★ ★ ★
For the annual double eleven, discounts and discounts are the tools for the various sects to walk the rivers and lakes, and have become an irreplaceable label. However, in the context of increasingly rational consumption, it seems increasingly difficult to attract customers, such as discounts, coupons, and full reductions.
This year's home textile category, Rollei Home Textiles, has opened its mind on creative offers. The “Million Red Envelope Interactive Game†attracted nearly a million people’s participation in the first half of the month, and the sales related to the red envelope also broke through the new high. The “100,000 Gold Decryption Game†requires consumers to traverse all pre-sold products pages, greatly increasing the clicks and exposure of the product details page. Someone commented: "The sales volume of 120.7 billion this year is completely room for improvement, but the lack of potential customer demand has led consumers to lose interest." Discount offers have become an outdated routine, creating newer ways to make traffic and Purchasing power persists throughout the day.
Black horse martial art
At this year's Wulin Conference, the performance of the old rivers and lakes of Lin's Wood and Luolai Home Textiles is natural, and some new players have also emerged in this battle. Pingo International broke 200 million in 56 minutes, and finally won the decoration industry championship with 418 million; Yihe Yimei first show ended at 103 million, ranking first in the soft-packed category of the whole house; love space first show broke 100 million, Europe leaps The top three in the whole house customization class... If you want to say which black horse is the most active, then this year is not the home improvement industry. Compared with last year's list, it can be seen that the top ten ranks more than half of the big change; the top ten companies such as Pingo International, Home Improvement E Station, Live, Senna Spring, Space Wisdom, Yihe Yimei, etc. are mostly Internet home improvement brands. .
In recent years, Internet home improvement has sprung up, and competition with traditional home improvement is fierce. For Pingo International, I am sure that the officials are not aware of it. Since entering the Tmall Mall in May 2016, this new sect has cut into Internet home improvement with a new business model of “Internet + Wholesaleâ€. This year, Shichuang Decoration focused on the “perfect home improvement service†and began to move towards the full channel. Compared with the performance, the actual person in charge said that the overall increase in customer value, customer experience and conversion rate is more important for e-commerce companies. I have been walking around the Internet for home improvement. This year, Tmall also introduced the new "mini" series for kitchen and bathroom. With the purchase of the Internet package, the standardized assembly service has also won over 100 million turnover.
Analysts say that the fundamental reason for the rise of Internet home improvement is the change in consumer behavior habits in the mobile Internet era. Through the link of the Internet, the appropriate schedule, the supervision of the APP, the F2C of the main material, etc. all make the home improvement process more transparent and realize the consumer experience. After the era of “new retail†in the home, the future home improvement market will become a competitive business model. With the penetration of "Internet +", this innovative home improvement model is stumbling and growing.
No matter how many tricks, the world's martial arts will not break, the competition of enterprises can only be invincible with high quality, hard brand and good service. Behind the double-eleven national carnival is the fierce digital competition of various companies. Regardless of content or traffic competition, it is the real kingdom to seize the hearts of consumers, constantly innovate business models, and continuously update the industry's structure and internal logic.
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