The "618 Shopping Festival", which came as scheduled, has become a major event in the e-commerce industry in China and even in the world.
In this moment full of discounts and surprises, major brands have done their best to bring a series of wonderful discount activities and "new" feasts with the best quality products and the most sincere preferential strategies with major e-commerce platforms, attracting the attention of hundreds of millions of consumers and allowing consumers to fully feel the joy of shopping.
The positive consumer experience brought by the "618 Promotion" will help enhance market confidence, bring a broader market and more sales opportunities to the consumer sector, improve the shopping experience and convenience of consumers, and become an important engine for economic growth.
According to authoritative data in recent years, the home furnishing category has become a dark horse in the performance of the 618 promotion for many years. Previously, Pinduoduo had released a "618" home appliance industry report showing that during the "618" period, the sales scale of all categories increased by 103% year-on-year, doubling the growth.
Entering 2024, the role of home furnishing in boosting consumption has been mentioned many times, and home furnishing brands will further play a pivotal role in this year's "618" promotion.
As a leading enterprise in the home furnishing industry, the home attaches great importance to every opportunity to improve the living experience of consumers, and directly reaches C-end consumers through private domain traffic operations in new marketing forms such as live broadcasts, and firmly grasps the new opportunities for large home e-commerce consumption with quality promotion, which has also gained wide recognition from consumers.
The digital transformation of the home has been the first to lay out for many years, and in the previous year's e-commerce promotion activities, it has achieved good results that are significantly ahead of its peers, and this year's "618 promotion", the home will create a number of industry firsts, highlighting the strength of the industry leader.
During last year's "618 Promotion" (May 31-June 20), the number of visitors to the online intra-city station increased by 138% year-on-year, the number of customers received increased by 78% year-on-year, and the number of online guided transactions increased by 169% year-on-year. In the live broadcast of "Lao Wang is coming", the number of views increased by 53% year-on-year, and the orders in the live broadcast room exceeded 15,000, topping the hourly list of the entire home furnishing industry, driving dozens of home furnishing brands to go hand in hand, placing orders one after another, and creating many industry firsts.
This year, the house will continue to play a "leading leader" effect, and upgrade the "big promotion" from the content of the event to the form of marketing. The horn of the 618 carnival has been sounded, and on May 13, the house once again joined hands with Taotian Group to hold the launch meeting of the 2024 Tmall 618 Mid-year Carnival of the home to create the peak of marketing in the home improvement and home furnishing industry.
Since the in-depth strategic cooperation between the company and Tmall, the two sides have complemented each other in terms of digital upgrading and traffic operation. According to public data, in April 2023, the Dongwo City Station will be officially launched, with two stores driving together, and the sales of 618 will exceed 2.16 billion yuan, and in August 2023, the first batch of cat nest merchants will settle in the Dongwo City Station, and the sales volume of Double 11 will exceed 6.55 billion yuan, and in December 2023, more than 200 businesses in the non-actual industrial belt will settle in, with sales exceeding 880 million yuan, and in March 2024, the average daily traffic will exceed 300,000 people, and the online and offline cooperation of merchants will be fully accelerated. At present, it has helped more than 10,000 merchants to deploy online channels, serving more than 1 million home improvement consumers, and its annual sales have exceeded 8.5 billion yuan.
In 2024, the two stores are ready to go. In terms of commodity pools, it increased by 132% year-on-year; In terms of traffic pool, it is expected to exceed 450,000 in May; In terms of price power, the daily sales record continues to rise.
The dazzling performance data support has given the home the confidence to create another peak of performance. At the mobilization meeting, Wang Linpeng, chairman and CEO of the house, made strategic deployment and ideological mobilization, saying that 618 is a good time to fight and grab, do not lie flat, and form a community of destiny with platforms, stores and dealers.
Wang Ning, CEO of the home, further analyzed: "The home furnishing industry has entered the buyer's market from the seller's market, from incremental competition to stock competition, and even to reduce the amount of competition, especially in April and May this year, the downward trend of the market is still relatively obvious." It is precisely because of this situation that we must also rely on this important node of 618 to improve our sales, enhance the business confidence of our merchants and partners, and also improve the morale of all members of our team. ”
Li Jie, vice president of Actually Home and general manager of Dongwo Company, also said that 618 is not Tmall's 618, not 618, but 618 common to all industry partners. Whether it is a platform, or a business, or a factory, we must seize this node of the outbreak of consumer willingness to lay a "good start" for business in the second half of the year.
It is reported that during the 618 promotion, the home will continue to make efforts in the operation of private domain traffic such as live broadcast and short video, among which "Lao Wang is coming" and "President Price is coming" have become blockbuster IPs in the industry, forming a strong appeal. In addition, the linkage of stores across the country will be further linked to create a 24-hour uninterrupted live broadcast offensive.
Online all-weather, live broadcast coverage without dead ends, offline, with its own leading advantages in offline stores for many years, actively cooperate with live broadcast interaction, jointly market a number of well-known big brands, and carry out "Super Brand Day" joint marketing activities with the multi-dimensional publicity of landing sessions and celebrities, and finally realize online, offline, network-wide, nationwide, and global resonance, and accurately attract traffic to promote transactions.
In this year's promotional strategy, the company focused on the new demand for "home trade-in". Wang Ning said that during the "618 Mid-Year Carnival of the Home of Actually Home", consumers can get "200 yuan small household appliances + 6180 yuan coupon package (including 10 coupons, limited to 1 in a single contract)" through 6.18 yuan. At the same time, at 16:00 on June 16th, all stores across the country will simultaneously organize a "lottery order", and consumers participating in the event can share the prize pool.
On the other hand, the home is well aware that consumers are eager to buy home furnishings online for the convenience, but also afraid of the "difficult to choose" and "difficult to do after-sales" worries, for many years committed to overcoming the pain points of home consumption, in collaboration with the industry and upstream and downstream partners, the first to shout the slogan of "first compensation", and launched "green environmental protection", "unified return and exchange", "one-time consumption lifelong service" and other consumer commitments, to eliminate consumers' worries, improve consumer shopping experience, so that "furniture and household appliances are trade-in, and the home is difficult to find The slogan is deeply rooted in the hearts of consumers.
Experienced, clear strategy, high morale, the home is ready to go, and we have the confidence and strength to create another industry sales miracle in this year's "618 promotion", injecting a boost into the entire home furnishing industry.