Double eleven home e-commerce new gameplay will not miss
Double Eleven has become a place for home industry strategists to compete for, and its stimulating improvement in performance has enabled more and more brands to join the battle of e-commerce. For consumers who are susceptible to aesthetic fatigue, for promotion In the normalized home business, innovative marketing can be said to be a great tool to attract consumers. In this year's double eleven home e-commerce war, what new promotion methods does the company have?
24-hour to 24-day off-season peak season
Every year's "Double Eleven", a 24-hour shopping carnival is enough to make the national netizens crazy, and this year's "Double Eleven", multi-home appliance platform will turn "24-hour spike" into "24" Day Carnival, it is to turn the early autumn and winter into a home sales season, various promotional activities continue for many days, but also to a certain extent led to the continuity of home consumption, from the previous single-day large-scale consumption behavior to this year's The “consumption season†opened up a new marketing idea in the traditional off-season of home consumption. Due to the increasingly perfect protection of consumers' rights and interests in major home e-commerce platforms in recent years, consumers can also operate with peace of mind in autumn and winter decoration, and avoid the traditional consumption season, and the price is more affordable, under the Internet thinking The upgrade of "24 hours" to "24th day" is actually the guidance of consumption inertia in the off-season and the peak season, and the actual effect needs further verification.
Marketing entertainment star + net red live
This year, Tmall double eleven, star + net red live broadcast way has become a new gameplay for many home brands. According to Tmall official statistics, during the "Double Eleven" period, the total number of live broadcasts on the platform will exceed 60,000, and more than 600 international big names will participate. For example, this year's "Double Eleven", TATA wooden door invited famous star Song Jia to come to help, adding a heavyweight weight to its performance growth. During the "Double Eleven" period, Ou Pai will spend huge sums of money to invite Li Keqin, Wang Han and Meng Fei to conduct live multi-screen live broadcasts in Guangzhou, Guiyang and Wuhan at the three conference venues, and let consumers clearly understand Europe through interaction. Send high-end quality cabinets. The live broadcast method of “anytime, anywhere, and heart†can be said to be the “double eleven†of this year. Many home brands have played live broadcasts. For example, Lin’s wood industry invited Li Yifeng to participate in the “Pet you home†live interaction. Activities; Gujiajiao carried out the live broadcast of "Fanye tearing the best" and "Xiao Wei driving", the whole friend's home "everything big coffee Wang Zulan", Yalan and Da Zhangwei carried out the live broadcast of "About Sleeping Teacher"; Pu Cheng invited Feng Shaofeng to promote the Austrian fresh air heating technology and the double eleven marketing activities.
Innovative ideas into online marketing
As the only non-standardized and large-value furniture products in online shopping, what are the promotion and benefits in this year's “Double 11� In Tmall, pre-sale is a popular game used by current furniture e-commerce. The creation of the 2016 Tmall Home Furnishing Expo provides consumers with the exclusive dual 11 exclusive privileges of the whole house; Sofia launched 99 to 200 pre-sale activities this year, with pre-sales with memory pillows, washing machines and other gifts. Quanyou Home, Huari Home, Lin's Wood and other brands launched a 99 yuan deposit pre-sale, 1 yuan snapped up promotion. The data shows that as of October 28, Lin's wood industry has a pre-sale price of 2,998 yuan for the French garden bed has been booked 6,482 pieces, Yalan a promotional price of 1999 yuan for more than 10,000 mattress bookings, listed companies Gujia A leather sofa with a promotional price of 4,999 yuan has been booked for more than 2,700 pieces.
On the other hand, the integration of online and offline has become a new idea in the home industry, especially in the home improvement industry. This year, Jiumu launched the "E package in the end" theme activities, namely: online package design, delivery package to the household, large package installation. From online design to offline delivery, the intimate one-stop service provides consumers with a more comprehensive solution. In addition, many brands have also launched online and offline synchronization promotions, prices and services are consistent, to promote offline marketing with online platforms, and to use online stores to promote online promotions, such as Sofia, Europe, TATA wooden door, Shichuang decoration, Zhihua Shi and so on.
Further reading: Furniture e-commerce Wayfair director interview sales data to determine procurement
After-sales service experience upgrade
For online shopping home products, after-sales service is a prone to disputes. From the previous years, "Double Eleven" shopping consumers spit out more after-sales service, such as delivery, installation, quality assurance, return and other links, this year's "Double Eleven" home brand "the right medicine", to avoid the slot, improve After-sales service to enhance the consumer shopping experience. For example, the gold-plated kitchen cabinet launches “100-hour free door-to-door design†to relieve consumers' concerns about design and delivery; Chihuahua First Class consumers can give priority to use, if they are not satisfied, they can return immediately, so as to experience the after-paying Ways to get closer to the distance between consumers. Emperor Sanitary Ware launches Mark's exclusive service, which includes lightning delivery, five-year warranty, etc., strengthens management of logistics, and ensures smooth shopping for consumers during the Double Eleven period; Champion tiles are all-inclusive, delivered to the building, free of charge. Five major service commitments, such as warehousing, dispel consumer online shopping concerns.
(Reporter Zhang Xiaoli Zhang Dan Original title: Double eleven home e-commerce new game)
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