Source: ECF Furniture
Insinuating a traditional home improvement season in October, another round of "prosperity" surging high serial sniper two-eleven, not only ignited the enthusiasm of consumers, but also to show the various retail store for the first time to take the initiative "Internet +" style .
But industry insiders believe, whether traditional or home improvement season double eleven carnival, for the home store, it is a promotional activity by its very nature, the 2015 home hypermarkets by double eleven wind, no longer sit still .
Reverse the troubling trends, rose to the challenge
Weakness, offline channels to participate in the home market, so in 2015 the "double 11" War started earlier and more lively. From mid-October, types of retailers across the country are busy released this year's "double 11" of preparing for information, advertising, hype and hard bustle frontline sales staff, so that the business is indeed very productive.
For offline channels, this year's 11.7 electricity supplier is undoubtedly the "double 11" of the "cut-Hu." Have to admit that in this battle to grab the cake, distributors and manufacturers hold together for warmth, using the "big day", "will be purchased", "Factory Outlet" and other forms, the price war, consumers are still quite there is a market. According to the reporter, it can be said that before the "double 11" comes, offline channels early "harvest", the closure of part of the electricity supplier market share, grab a big piece of cake.
October 16 that is Alibaba in Hangzhou, announced "China's shopping carnival double 11, will officially visit the European market." Three days later, hundreds of domestic entity that is business people gathered in Xi'an, to reach a program called "lotus "initiative, participating companies will be unified action, unified image, expand" Secretary Qing "grade promotion scale (the most advanced merchandising), in the" double 11 "period retaliate to an electricity supplier camp" gift. "
It is reported that, "Lianhe action" Lianhe action "intended to take" then endless days of lotus Bi, Lotus flowers in the sunshine. "In the Internet era, openness, integration is the trend, the retail entity only joint in goods, technology carry out exchange and training, marketing, and other aspects of the customer more in-depth cooperation, integration of resources, in order to usher in a "sunshine" era "campaign initiator has at least 500 domestic retail chains launched solicitation are expected to exceed 100 000 stores participate. From retailers participating in the operation structure, we have covered the department stores, supermarkets, 3C, home, shopping malls, specialty shops and all other retail formats. Many home business line for the "double 11" to develop a detailed strategy, focus on the electricity supplier brands invest more human and material resources, while also leveraging the offline store promotions, trying to attract more consumer attention.
Meikailong: Meikailong staggering of marketing, will be November 14, 15, joint Kohler, constant cleaning, the Nobel, the Mona Lisa, Shun, living at home, Sofia, Hollywood visitors, Cognex Joe Gordon blue, TATA, about Gu, mousse, Qu Mei furniture, red Apple, gorgeous lighting and other brands, heavy build "big shopping festival." But Red Star as early as late October release of active messages, visible also secretly competing with the electricity supplier.
Easyhome: Easyhome is also "avoid the cutting edge," will be held November 14 to 29, "Europe Carnival", the upset special for the launch of 1000 models in Europe and America furniture, bargain-hunting buying. In addition, European and American customers to buy furniture at the mall to pay the full amount, you can then enjoy 9.5 fold in the transaction price basis.
Leroy Mercure: Leroy Mercure carry Wrigley, Apollo, Anwar three major brands, launched the "20 years 'crazy' a return to" activities, toilet 2.5 fold sales. Pre-sale stage, to pay 1500 yuan earnest money, cash back up to $ 1,000.
Nature brown mattress: November 1 --11 days, natural brown mattress "treat," and with restaurants, beauty, banking companies formed cross-industry alliance, so that consumers enjoy eating, drinking, playing music good time .
Chong Decoration: Chong Decoration and home improvement Lynx jointly launched the third Lynx Decoration Fair, simultaneous launch of a characteristic building material wrapped in 28 cities around the combination of features, each package price of building materials and product content are different. Chong regard, the introduction of online and offline linkage "put money" new ways. In the pre-sale stage Lynx flagship store to pay the deposit, after signing the line, direct deposit doubled 2.5 times. Helping set packages, donated an additional 1000 yuan wardrobe vouchers.
Shenzhen Ka Road decoration: pride gifts a "strip spree", in addition to free delivery TV backdrop, Free management fees outside, ready for some outside the main material, such as whole room switch panel, Yuba, shoe racks, racks, lamps, etc. direct gift. At the same time, the classification presented 6600 yuan free main material cash vouchers.
Know thyself, know yourself
Physical retailers now "hold together" check, in addition to pressing harder and harder to deal with than the electricity supplier, if there are some "against" means or ingredients? Leroy Mercure planning director kingdom towards the view that the "real reason why retailers are not squeezed electricity supplier for price reasons, but because the electricity supplier of their resources for the integration of superior physical retailers, it is not a simple confrontation."
Online electricity supplier crazy, giant last laugh "double 11" of the electricity supplier is made out of the festival, although the channel in advance to grab ran down the line, but there are online shopping habits of consumers, the online "double 11" is still It has a fatal attraction. More important is the lack of experience and other short board for electricity providers, online and offline complement each other to become the new play some businesses. As a result, online sales become more crazy.
In order to "false start" two-eleven, and online channels, "breaking the wrist", the two giant chains Suning, Gome stores in the country has thousands of "no mercy." United States played "sweep net price" banner, Suning stores also hold "will be purchased," early "harvest" demand.
According to data published since November 5 Suning to open 020 shopping festival, based on online and offline double home, online platform Low frontal attack, the line focuses on experience more than 1,600 stores, two days before the end of the line mobile sales namely, achieving an increase of 416%. "Double 11" On that day, until 11:00, Suning Tesco sales orders grew 304 percent whole network, mobile end orders accounted for more than 62%.
Jingdong aspects, since November 11 0: 00-10: 00, Jingdong Mall orders 10 hours more than 10 million single, an increase of 180%. The amount of orders from the mobile terminal rapidly, accounting for 70% breakthrough. According to the United States on-line data, as at 12 o'clock on the 11th, the United States online trading volume (GMV) up by 418 percent, mobile end orders accounted for more than 70%, the average customer price more than 2300 yuan.
Interestingly, large factory direct selling activities Gree, Midea, are playing "micro-channel marketing," full "scraper", and even the United States and the Group Chairman Fang Hongbo microblogging picture is also replaced by promotional advertising. More unusual is the large factory outlet also appeared Gome, Suning figure. This means that not only the "channel up the stage, singing the factory", now also "factory set up the stage, singing the channel." So, the future of large-scale factory outlet will evolve into mainstream sales model?
The industry generally believe that due to the need for additional cost, supermarkets do not fully agree with the dealer position is weakened, is expected to become a large-scale factory outlet is difficult to mainstream, conventional sales model, once or twice a year at most, but it facilitates strengthening the manufacturer's brand. With factory direct communication with consumers increased, "shorter" trend sales channels have also surfaced.
Deputy secretary general of China Household Electrical Appliances Business Association Wu Xian Jian also believes that the future of large-scale factory direct sales model will not become mainstream, because these activities are inherently Factory Outlet or rely on the dealer to be held. Fujian Southeast Electric chairman Weng Wuyue also cited an example, along with factories and distributors around the country to engage in direct sales, can be regarded as "crowdfunding marketing" is offline channels together for online checks and balances.
Although sales of electricity supplier, experience stores, independent stores, the new model will inevitably occur in the presence of the traditional domestic stores have some impact, but the impact is limited. Insiders pointed out: "the impact on sales of the new model to traditional stores in the subregion is a second-tier market, this independent stores, store experience, including independent stores, the traditional store, it should be the impact and influence. not as a second-tier market, consumer spending is not the same concept, the customer must find a second-tier market, a comprehensive comparison of store brands, compared to the price of the product. "
"But for three or four lines, especially the four-line market impact may be because in four-line market, these large stores can be said that it is difficult to survive, so that in four-wire, especially township market, the independent store sales It is quite possible. there is these independent stores, specialty stores, if not the scale, if not thousands of square meters, basically do not constitute any influence and impact. "Therefore, the future consumers come from online or off line , it is difficult to distinguish, but according to the current situation, home know how to deal with pressure growing entity electricity supplier caused.
