As the largest national shopping festival every year, "Double 11" has always been an important time node for major businesses to promote. Reporter of China Business Daily near On a daily visit to offline stores, it was found that all major home furnishing stores had launched preferential activities. During the promotion period, the customer flow increased significantly, and consumers were enthusiastic about buying.
In addition to the regular play methods such as large amount full reduction, lottery welfare, limited time rush purchase, red envelope promotion, etc., this year's "Double 11" major businesses also used online channels to conduct drainage, adding new play methods such as live broadcast with goods and other digital marketing, becoming new highlights.
This year's "Double 11" major household stores used online channels for drainage, and added new digital marketing methods such as live broadcast with goods, becoming new highlights.
Beijing Red Star Macalline officially announced the "Double 11" carnival on October 15. The staff of Red Star Macalline told the reporter that during the "Double 11" period, the store held a number of activities, such as coupon package value saving, stamp collection and gift winning, coupon reduction for large amount of money, and egg smashing. At the same time, in order to protect the rights and interests of consumers in an all-round way, Red Star Macalline has also made a commitment of "five times the difference": if customers find that the actual transaction price of the same commodity is lower under the same transaction conditions of the online same city station, five offline stores, and the same type of stores, they will be given a compensation reward of five times the difference.
In addition to offline channels, online is also the focus of Red Star Macalline's efforts this year. It is reported that in order to meet the "Double 11" this year, Red Star Macalline took the lead in adopting the "1+N+10000" strategy. 1 refers to a president live broadcast, N refers to a live broadcast marathon with the theme of ten categories, and 10000 is the "gold medal shopping 10000 people live broadcast" deployed by Red Star Macalline this year. In the leading group of this live broadcast, in addition to tens of thousands of gold medal shopping guides, there are more than 1000 elite home decoration designers and front-line professional technical craftsmen from the home decoration business of Red Star Macalline. They will use their rich front-line experience and professional knowledge to directly attack the pain points of consumers' home decoration, and bring special theme live broadcasts such as design lectures, engineering shelters, and home decoration rights and interests.
As another giant of domestic home furnishing stores, this year is the fifth time that Fantasy Home and Alibaba have jointly faced the "Double 11". The company said that the new retail marketing IP "Tuanxinjia" exclusive resources launched this time adopt the global marketing model of online official flagship stores and offline stores. Through the online resources, off-site resources, and city level commercial launch of Taoxi, it can promote and attract customers across the region, and improve the efficiency of transaction conversion of consumers to stores. Taobao marketing resource positions such as Taobao, Jiyoujia, Taobao Live, industry PR resources, as well as local precision commercialization resources such as Ali Mama, local precision community, and Gaode will provide adequate traffic support for Fantasy Home.
In addition, the live broadcast of e-commerce is also the highlight of Fantasy Home. In 2020, "Double 11" unexpectedly home launched the first live broadcast activity of "Old Wang Comes", and this year, "Old Wang Comes" came again as promised. The whole live broadcast was divided into welfare field and carnival field, in which Wang Linpeng, the chairman of Unimaginable Home, joined hands with Zhang Xinyi and other stars and anchors as guest broadcast rooms to deliver flash purchase benefits. The carnival was led by Wang Ning, CEO of Unimaginable Home, and cooperated with the person in charge of the first-line household brand to issue discounts such as instant kill, hot money and exclusive rights and interests. At the same time, during the "Double 11" period, Fantasy Home also plans to create an activity of "all online celebrities, ten thousand people live broadcast", organize no less than 5000 hours of live broadcast activities, and carry out live broadcast promotion around the rights and interests of the "Double 11" activity and major marketing IP.
During the "Double 11" this year, in addition to Red Star Macalline and Fantasy Home, home furnishing enterprises including Fusen Mei, Lin's Home, Gu's Home, etc. have entered the field of live broadcast delivery.
Why has live broadcast suddenly become the standard configuration of home store marketing?
For a long time in the past, the home furnishing industry relied heavily on offline stores, but New crown pneumonia epidemic situation And the weakness of real estate have brought many uncertainties nature , I country The growth rate of the residential industry has slowed down as a whole. country According to the data released by the Bureau of Statistics, from January to June 2022, I country Retail sales of special products reached 73 billion yuan, down 9% year on year; The operating revenue of furniture manufacturing industry was 360.4 billion yuan, down 4% year on year. In this case, household enterprises need to set up online flat Marketing is carried out in Taiwan, and then the online business is diverted to offline stores for transformation. Therefore, the "home+live" mode has become the development trend of the industry.
Consumer Xiao Zhang is a senior online shopping expert, and also a heavy participant in the "Double 11" every year. She pays special attention to live broadcast at home when she has decoration plans this year. "After so many years of 'Double 11', I feel that the playing method has become more and more simple, and the routines have become less and less. As a consumer, I hope to enjoy more favorable prices, but also pay more attention to product quality and after-sales service. If I have the opportunity, I would rather go to the physical store to touch, sit down and feel."
In fact, there are not few consumers who have the same idea with Xiao Zhang. In the new retail era, consumers are pursuing the added value of goods and markets, and enterprises must go through such channels as e-commerce and live streaming, but offline physical stores are still irreplaceable retail channels. And the home store has a high nature Consumer characteristics of culture, experience and service nature The offline link cannot be wound all the time.
Industry insiders believe that household products are characterized by large pieces, non-standard, vulnerable, long delivery cycle, and the "last mile" service is particularly important. The essence of "Double 11" is to let consumers benefit and focus on releasing consumer demand. Therefore, compared with all kinds of routines, only real discounts and high-quality experiences can win consumers' hearts. (Reporter Jia Xinran)
