Mousse started a price war, and the low-price promotion of more than 10,000 mattresses in the live broadcast room caused dissatisfaction among dealer groups
Interface News Reporter | Lan Liqi
Interface News Editor |
Mousse Co., Ltd. (001323. SZ) also joined the price war before this year's Double 11, and tried to sell goods for the first time in cooperation with top anchors.
10 days ago, Mousse cooperated with Simba, a well-known anchor of Kuaishou, and booked a huge "hot order", which became the focus of the industry. Mousse cooperated with Simba to promote a "big black cow" soft bed, and gave a "black gold" mattress, and the final price of the product was 4980 yuan / set.
Screenshot from Simba Kuaishou account video
On November 1st, the promotion of the "Big Black Bull" soft bed ended. According to the Kuaishou Mousse store page, the price of the "Big Black Bull" soft bed product has returned to the original price of 13,800 yuan, and the "black gold" mattress that was previously matched with the soft bed has been taken off the shelves. According to the online sales staff, the soft bed is now sold without a mattress.
Screenshot from Mousse Kuaishou store
On the night of the previous live broadcast event, the live broadcaster revealed that the sales volume of products for which the deposit had been paid reached 194,000, and the estimated final sales exceeded 1.009 billion yuan. This is a great impact on the home furnishing industry, which focuses on offline channels.
Coincidentally, after the live event, a senior executive of Mousse Co., Ltd. recently left, and the industry associated his departure with online orders.
On the evening of October 31, Mousse Co., Ltd. announced that Yang Xin, deputy general manager, submitted a written resignation report and no longer held any position in the company and its subsidiaries after his resignation. Mousse particularly emphasized that Yang Xin did not have any commitments that should be fulfilled but were not fulfilled.
Yang Xin joined Mousse shares only about a year, his sudden resignation, Yang Xin is a professional manager in the home furnishing industry, and has worked in Opai Home Furnishing (603833. SH), Sophia (002572. SZ) two leading custom home furnishing companies.
An insider of Mousse Co., Ltd. denied this statement to Jiemian News. He said that Yang Xin is in charge of the classic business department, but the promotion is planned for the e-commerce department, and each department operates independently, "denying all the claims that the two things are linked." Accompanied by market circulating information such as the difficulty of supplying Mousse orders and the termination of cooperation with sponge suppliers, the person also denied them one by one.
The person said that even if it is a large order, it will do a good job in products and services, "This is the first time that Mousse has tried (the head anchor sells goods), and he will learn lessons and handle orders well." ”
Screenshot from Simba Kuaishou account video
The sales volume reached 320,000 with a deposit, but the final transaction amount was not disclosed
Mousse's cooperation with well-known anchors began on October 21.
According to the description of the live broadcaster, this time a big black cow soft leather bed under Mousse was sold, and there was a giveaway - a black gold mattress, the total price of the product was 5800 yuan, and the official platform of Kuaishou subsidized 820 yuan, and the final price was 4980 yuan. This promotion requires a deposit of 200 yuan in advance, and the final payment must be paid by October 31 at the latest. The live broadcaster added that the goods can be shipped at any time during the year, and they can also choose to return them.
According to the existing video of the official account of the live broadcast, after the live broadcast that night, the live broadcast party put the platform sales data in front of the camera, revealing that the sales volume of 194,000 products for which the deposit had been paid, and the estimated final sales exceeded 1.009 billion yuan.
According to the existing video of the official account of the live broadcast, on October 31, the live broadcast party began to urge consumers to pay the final payment, and emphasized that the commission charged this time was less than 15%, in order to complete the 100000000000000 explosive order. and also revealed that 90% of Mousse will not cooperate with Xinxuan in the future, so this may be Mousse's biggest concession.
"There is a lot of pressure on Kuaishou, anchors, and brands, because no one has ever seen a brand as big as Mousse achieve this price. After buying it today, I may not see Mousse doing this kind of activity again in this life. I didn't break anything in the contract, so Mousse had to fulfill the contract, and all the shots before today were counted. The live broadcast party said.
It is worth mentioning that the new video copy of the live broadcast party on October 31 reads "Mousse Big Black Bull Leather Soft Bed with 320,000 Explosive Orders", which means that 126,000 more than the 194,000 on the night of the live broadcast.
According to the data provided by the live broadcaster, Mousse this product is calculated according to the original promotional price of 5,800 yuan, and if only 50% of consumers pay off the balance in the end, the total sales will reach 928 million yuan.
There is no clear data on how many users will eventually pay the final payment. As of press time, Mousse also revealed the final transaction amount.
Mousse's first live broadcast of goods caused controversy
The promotional products of well-known brands and the thrust of Kuaishou's No. 1 anchor have created this explosion of orders.
Although 1 billion is not necessarily the final transaction amount, due to the fading enthusiasm for purchasing in the offline home furnishing market, it has caused great dissatisfaction among the "offline home furnishing people" group represented by dealers.
The live broadcaster has said that his customers are not customers of offline physical stores and have not seized offline business.
The focus of the two sides this time may be related to the fact that online marketing always "pulls" the price of offline products.
Before the official sale of Mousse promotional products, the live broadcaster released a lot of "store visit" videos to Mousse stores, and mentioned many times during the store visit that the store's products were "too expensive". And in other warm-up videos, Mousse has been compared to the "Hermes" of the furniture industry many times, but in the live broadcast room, you can win a complete set of products with a bed frame + mattress at a price of 4980 yuan.
Does this mean that products that are priced expensive offline can be won at a low price online? However, in the home furnishing industry, it is the industry consensus that online and offline channels are inconsistent.
At present, most of the promotional items that can be seen online by home furnishing brands are exclusively for online channels, targeting young customers. In addition to small profits and quick turnover, more is to attract traffic to offline stores, expand brand influence, and further seize consumer awareness. Offline channels are more aimed at middle-class customers.
Another top mattress brand Xilinmen (603008. SH) is taking this route, this time Xilinmen also cooperated with Simba, and the mattress products are as low as 1500 yuan. However, the starting price of its offline products is at least 5,000 yuan.
This is the same reason as the products sold by Mousse this time. The above-mentioned Mousse insiders told Jiemian News that the product is also only sold online.
It should be noted that Mousse online stores also have cheaper products than 4980 yuan, but this live broadcast was still ridiculed by peers, "In the future, Mousse's mattress cannot exceed 5000 yuan". The reason behind this is that the image of Mousse's main product this time is different from the image of high-end products created in the past.
The above-mentioned Mousse people also believe that this is the company's first attempt, and there are still many places to learn on the challenging road of live streaming sales.