The big home war of Double 11 is igniting

Big material research, chief analyst: Deng Chaoming, pan-home boss business internal reference, manager daily reading, dealer store manager business staff, shopping guide practical strategy

Double 11 is about to be staged, how is the performance of this year's big home furnishing industry?

According to the combing of large material research, some well-known enterprises have indeed shot and are laying out the customer resource battle for the next 20 days.

Taking Fusenmei as an example, it has maintained a high frequency of marketing activities since 2021, and organizes theme activities in the name of the platform almost every month.

For example, recently, Fu Senmei launched the Double 11 Fan Festival "Ready Player One" Creation Camp, planning to create a new marketing IP "Number One Player", and form a "Number One Player Heavenly Group" with brand partners to live together for love and be the number one player in life.

Tmall solid wood furniture class strength brand Genji Wood Language, recently entered a state of readiness.

According to the big material research query, the company's e-commerce report card of the past decade is quite beautiful.

According to public information, the total number of double 11 omni-channel sales in 2020 was about 1.5 million pieces, an increase of 120% over the same period in 2019. A few days ago, about 120 physical stores were opened offline, covering 67 cities.

The company's double 11 promotion warm-up this year will start from October 20, and the first wave of payment will be paid from November 1 to 3; the second wave of pre-sale on November 4, the payment will be reduced by 7%, and the final payment will be refunded by 100 yuan.

Suning Tesco's home improvement sector has released the preparatory arrangements for this year's double 11, and the kitchen and bathroom home improvement industry line has held a double 11 business conference and proposed a service upgrade plan.

And set up a service training laboratory, around the bed, mattress, learning table and other products of the delivery of a combination of training, send new and old, etc., to improve the quality of door-to-door service.

For example, from October 20, consumers in 9 cities, including Beijing, Shanghai, Nanjing, Hangzhou and Chengdu, can experience the 24-hour delivery service of Suning Tesco's self-operated home improvement. Old sofas, old mattresses and other things, someone will come to the door to collect the old.

On the specific sales method, the focus is on "200 minus 30", "50% off", "installment interest-free", etc., Super members can receive 600 yuan of large exclusive gift certificates, and 5 nodes to do short-term pre-sale.

NVC, TOTO, Wanjiale, Nengli, Haier, Wrigley, Smith, Siemens, Lin's Wood and other brands will participate in Suning's double 11 activities.

Every year's double 11 activities, Suning Tesco home improvement plate has a lot of movements, hands-on is still relatively early, and finally can also post some report cards.

Red Star Macalline specially held the "Double 11 Global Carnival Season KO Conference", the activity will last from October 20 to November 11, this year's focus is from online capital retention to the entire offline stores, find stores, shopping guides and designers, the formation of a complete solution capabilities from shopping mall services to door-to-door performance and installation.

In terms of categories, it is planned to implement the integration of home, home appliances and home decoration, and the integration of online and offline.

In terms of marketing actions, the "1 + N" live broadcast marathon will be implemented, and the "Tmall Luban Star Group Purchase Meeting" will be held in conjunction with the presidents of the world's top 100 brands, the group will be staged for a long time, the frequency is super high, and the coverage is super wide.

Tmall said that it will provide a number of support such as traffic, live broadcasting, panoramic video, and Luban Star Light Variety Show.

According to the combing of the big material research, in the preparation of the double 11 promotion, more companies are mainly for tmall pre-sale, and the first wave of offensives began on October 20.

Some companies will publish news from other channels, such as:

1) Yideli NITORI has been pushing information in the official micro- and Tmall store pre-sale began on October 20, and at the same time launched the activities of Jingdong Mall and official mall, the key sales method is to converge 3000 yuan can be used 150 yuan coupons, 5000 yuan can be used 350 yuan coupons, and 7000 yuan can be used 600 yuan coupons.

2) Lin's Timber's activities are also ready for pre-sale as planned.

Baby Rabbit has held a double 11 kick-off meeting and signed a military order to set a goal.

Chivas took out a lot of momentum to fight double 11 again, with the theme of "BIG SHOW-2021 Explosive Track" to hold a double 11 kick-off meeting, uniformly wear combat uniforms, and swear to fight. From the public information, it can be seen that the overall target for the omni-channel is 1.2 billion.

During the Double 11 period in 2020, the cumulative sales of Chivas across the network exceeded 719 million.

Actually home held the Double 11 Global Carnival Season KO Conference earlier, set the sales tasks of each branch, and clearly proposed to accelerate the capture of traffic, improve the depth of consumer operation, customer acquisition and new capabilities, further empower the traffic and sales conversion of business partners, and achieve global sales goals.

Specific measures are diverse, such as two "tens of millions of cash subsidies", super IP live broadcast "Lao Wang is coming", "100 cities and 100 groups" Tmall Luban Star group purchase meeting, etc.

Tmall said that it will give support, such as hand Taoshou guess the first jiaojiao billion-level person-time exposure, home improvement main venue tens of millions of people exposed, the same city shopping search coverage of key cities, search hot list, etc., will also help "Lao Wang lai" live broadcast resource support, panoramic video, Tmall Luban Star group purchase meeting, etc.

Some advantageous e-commerce brands have been deployed after October 20, such as Moon Shadow Home, which plans to hold a "champion price to" activity on October 22, inviting gymnastics Olympic champion Teng Haibin to help, the whole house 13 sets of lamps and lanterns as low as 9399 yuan, there is a start-up meeting in advance, and six major regions sign military orders.

According to public information, moon shadow home categories include lighting, bathroom, furniture and customization, of which moon shadow lighting is quite influential, all copper lighting has been selling for a long time.

With the approaching of the double 11 pre-sale day, there will be more home furnishing companies to post plans, as a key sales node before New Year's Day, naturally can not wait to ignore it.

Dacai Research believes that using the opportunity of double 11 for more than 20 days will greatly help the performance improvement in the fourth quarter. As November passes, home sales in December will become a little harder.

Judging from the changes in double 11 marketing, e-commerce, online drainage to offline, offline landing activities, etc., constitute three main lines, which have jumped out of the limitations of online platforms such as Tmall and JD.com.