Marketing: what are the new ways to play in the "double 11" household e-commerce decisive battle?

Core tip: Double 11 has become a place for strategists to fight for, which brings more and more brands to join in the e-commerce battle For consumers who are prone to aesthetic fatigue, for household enterprises with normalized promotion, innovative marketing can be a powerful tool to attract consumers What are the new features of enterprises in this year's double 11 household e-commerce battle How to promote? 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All construction coatings have passed ISO9001 Home of coatings news: Double 11 has become a place for strategists to fight for, which brings more and more brands to join in this e-commerce battle, for consumers who are prone to aesthetic fatigue, for home furnishings with normalized promotion Enterprises, innovative marketing can be said to be a powerful tool to attract consumers In this year's "double 11" home e-commerce war, what are the new promotion methods for enterprises? The reporter did some combing From 24 hours to 24 days, the off-season changes into the peak season A 24-hour shopping carnival is enough to make netizens all over the country crazy This year's "double 11" has many household appliances The business platform has turned "24-hour seckill" into "24-day Carnival", and also turned the early autumn and winter into home promotion season Various promotional activities have lasted for many days, which to a certain extent has promoted the continuity of home consumption From the previous one-day large-scale consumption behavior to the "consumption season" of this year, a new marketing idea has been opened up in the traditional off-season of home consumption In recent years, the protection of consumers' rights and interests by major home e-commerce platforms has become increasingly perfect, and consumers decorate in autumn and winter It can also operate at ease, avoid the traditional peak consumption season, and be more affordable in terms of price Under the Internet thinking, the upgrade from "24 hours" to "24 days" is actually the consumption inertia guidance from the off-season to the peak season, and the actual effect needs to be further verified On this year's tmall's double 11, the way of "star + online Red live" has become a hot new way of playing for many household brands According to official statistics of tmall, during the "double 11" period, the total number of live broadcasts on the platform will exceed 60000, with more than 600 international brands participating For example, in this year's "double 11", Tata wooden door invited Song Jia, a famous star, to help it, adding a heavy weight to its performance growth During tmall's "double 11" period, Europa group will spend a lot of money to invite Li Keqin, Wang Han and Meng Fei to live in three major venues in Guangzhou, Guiyang and Wuhan, so that consumers can clearly understand the high-end quality of Europa group's cabinets through interaction The live broadcast mode of "anytime, anywhere, and at will" can be said to be the hot cake of this year's "double 11" Many household brands have played live broadcast, such as Lin's wood industry asking Li Yifeng to participate in the live interactive activity of "pet you home"; Gu's household carries out the live broadcast activities of "Fanye rip off the best" and "Xiao Xiao Xiao's arrival", and the whole family "changes the most, Wang Zulan" and Yalan join hands with Da Zhang Wei held a live broadcast of "about sleeping teacher"; OPP sincerely invited Feng Shaofeng to promote OPP's new air heating technology and double 11 marketing activities What are the promotions and benefits of online marketing as the only non-standard and large amount of furniture products in online shopping in this year's "double 11"? Reporter saw in tmall mall that pre-sale is a popular way of playing for furniture e-commerce The 2016 tmall global home furnishings Expo with real decoration provides consumers with the exclusive privilege of "double eleven" customization; Sofia launched 99 to 200 pre-sale activities this year, with memory pillow, washing machine and other gifts attached to the pre-sale Brands such as Quanyou home, Huari home and Lin's wood industry have carried out the promotion of 99 yuan deposit pre-sale and 1 yuan rush purchase Data shows that as of October 28, a French garden bed with a pre-sale price of 2998 yuan has been booked by Lin's wood industry, more than 10000 mattresses with a promotion price of 1999 yuan have been booked by Yalan, and more than 2700 leather sofas with a promotion price of 4999 yuan have been booked by listed companies at home On the other hand, the integration of online and offline development has become a new idea for home furnishing industry, especially for home furnishing industry This year, Jiumu launched the theme activity of "e-package to the end", namely: Online package design, delivery package to the home, and large package installation From online design to offline delivery and installation, the intimate one-stop service provides consumers with a more comprehensive solution In addition, many brands also promote online and offline simultaneously, keeping the same price and service, using online platforms to promote offline marketing, and using offline physical stores to promote online promotion and interactive drainage, such as Sofia, Europa, Tata wooden door, practical decoration, Chivas, etc After sales service experience upgrading for online purchase of household products, after-sales service is a link prone to disputes From the customer service customer service home furnishing an antidote against the disease, such as delivery, installation, warranty and return, the "double eleven" home brand "suit the remedy to the case" this year, and strive to avoid the slot, improve after-sales service and enhance the consumer shopping experience "Eleven" shopping consumers make complaints about their sales For example, the gold medal kitchen cabinet launched "8-hour free door-to-door design in Baicheng" to relieve consumers' worries about design and delivery; chihuashi first-class consumers can give priority to use, and if they are not satisfied, they can return the goods immediately, so as to shorten the distance with consumers by experiencing first and then paying for the bill Emperor sanitary ware launched Mark's exclusive service, which includes lightning delivery, five-year warranty and other contents, to strengthen the management of logistics, to ensure the smooth shopping of consumers during the double 11 period; champion ceramic tiles made five service commitments, including full package, delivery upstairs, free storage, to dispel consumers' online shopping concerns Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,