"Double twelve" early sales of the home industry online and down the line.

China Paint Network
News:
"Double Eleven" residual heat has not disappeared, "Double Eleven" annual carnival has quietly arrived, although its heat is not as hot as "Double Eleven", but the strength of the concessions is comparable. Also coincides with the end of the year, "double twelve" has become a lot of home category sprint performance "opportunity." "Double twelve" home building materials will have what bright spots, can continue the "double twelve" performance? "Double Twelve" opened in advance, the beginning of the month has warmed up a lot of home brands in the "Double Twelve" just after the end, began to plan "Double Twelve" promotional activities. Reporters understand that in early December, open Tmall home in the home building materials, Tmall home decoration venue has a number of home building materials brands into the "double twelve brand pageant" activities, and hit the "double twelve early purchase" slogan, its preferential activities and "double eleven" similar, but slightly less. "Deposit 99 yuan to 149 yuan" discount, all participating home brands have, of which the more new preferential activities are "Tmall on the phone 12.12 seconds furniture." This year's "double eleven" Tmall with a record of 91.2 billion significantly exceeded last year, and home enterprises also gave good results, which the real decoration is the "black horse" posture into the Tmall all-class hot search top five, the first in the home improvement industry. At the same time, including Lin's wood industry, Gujia home, Luolai home textile, TATA wooden door, Sofia, Jiumao, including more than 10 building materials home brand "double eleven" sales of more than 100 million yuan. For the home market, after a year of continuous sales period, the end of the year is not only the official but also the power sprint period. Many home brands are struggling at the end of the year, the discount is greater. Reporters found that "in the double eleven" remarkable performance of the home building materials brand almost all to participate in the "double twelve" activities, and many hit "like 'double eleven', the last war in 2015" and other propaganda. "E-commerce Festival" for offline sales places with the United States home at the end of November began to plan "double twelve" promotional activities. Triple offer to promote online and offline interaction: a heavy discount, in advance in the United States home official website to snap up the gold card, the event day with the gold card can enjoy a direct supplement 10% of the discount; Unlimited shopping vouchers will appreciate to 100 yuan, triple special offers, December 12 and 13, in the East Hongye, Huali Shijia, 100%, Xiaoyue furniture, Yifeng furniture, Amethyst furniture, Oriental Baisheng, small orange light furniture 8 stores consume 1000 yuan of consumers, can enjoy the mall 5% subsidy, and can get the same amount of shopping membership points. Co-technology International Lighting Port in the "double twelve" period, the introduction of cash-in, free of charge concessions. According to reports, on December 13, consumers can use 30 yuan cash at the general desk to buy 300 yuan worth of cash gift packs (including 150 yuan lighting products cash coupons, 150 yuan lantern products cash coupons, a limited number of sales so far). It is worth mentioning that the cash coupon purchased has no minimum consumption and is used directly as cash. In addition, on December 13, Gaoli International Lighting Port joined forces with Sohu.com to carry out large-scale group purchase activities, all the same day through Sohu.com to Lamp Harbor to check in and scan QR code of consumers can each receive free value of 150 yuan Qinghua porcelain eight pieces set and value of 1980 yuan Gome cash coupon set. There will also be an opportunity to draw a "free ticket award". Double twelve coincides with the fifth anniversary of the establishment of home decoration, its introduction of "golden burst", the amount of no price, the main material many free upgrades, hit brand marketing. "Shuangdan" marketing quietly launched at the end of this month, will usher in the "Western Spring Festival" called Christmas, many stores have begun to create a Christmas atmosphere. It is understood that Gaoli International Lighting Port in the Christmas, New Year's Day during the two festivals, the introduction of sweepstakes, gold egg-smashing activities. Consumers who have purchased more than 200 yuan from December 25 to 27 and January 1 to 3, 2016 can draw a raffle once; In the visit to the ten-lihe home building materials store, many sales staff said that December is not the peak season for decoration, but it is a good time to buy furniture, the end of the discount is not small, can be discounted in the store, choose the required furniture and building materials, and then freely choose the delivery time, to the right price to buy good quality products, very cost-effective. Double twelve performance or difficult and double eleven pairs of eleven period, many home building materials brands hit the "lowest price, expensive send, minimum discount" and other slogans, therefore, the price of double twelve will not be lower than double eleven again and again, some choose to continue double eleven prices, some choose to launch new preferential goods in double twelve. In addition, the double eleven spread rate is wider, the participation category is numerous, the participants are more concentrated. For consumers who have just bought a bit in Double Eleven, online shopping has not yet begun to digest, or even some have not yet collected the goods, so it will disperse a part of the flow of passengers. Coupled with some traditional home stores year-end sprint power, will also attract a number of passenger flow. However, the real decoration Han Xiaojing said that online and offline holiday marketing is not conflict, because the traditional store hot season, is not the peak e-commerce sales season, which belongs to the wrong peak sales. Liu Jianbo, general manager of gold cabinets, also said that online and offline node sales can not be compared, the two forces of the crowd is not the same. Zhu Changling, chairman of the China Furniture Association, said that the current market demand for homes is relatively flat, merchants through some new marketing methods to drive sales, is worthy of recognition.