In the past few days, the website has been opened, or the newspaper has been opened. The promotional information during the “Double Eleven†period of the home business has been filled with eye-catching information. According to industry insiders, the home industry has used this as a propaganda and promotion node. This year's excitement is significantly higher than last year.
Throughout Changsha, Red Star Macalline, Real Home, Ou Yada and other home businesses have been active. However, it is said that the home furnishing company that launched the offensive to the "Double Eleven" is also a strong foreign brand Changsha Xiyingmen Building Materials Furniture Plaza.
It is reported that from November 9th to 11th, Xiying goalkeeper will pass the "thousands of commodity subsidy price, more 10,000 kinds of goods sale", "shopping courtesy, colorful gifts for you" and "buy building materials, at Tmall price On the basis of the Xiyingmen subsidy 5%" and other theme offers, to bring the most real benefits to the Star City people.
Ten thousand merchandise sale, lower than the ex-factory price
"Double Eleven" has not arrived, but the home industry has already smoked. The 19 large-scale home stores in China have quietly accepted the "name of the cast", and will implement joint defense against the impact of e-commerce platforms such as Tmall.
Shanghai Xiyingmen International Commercial Chain Enterprise Supervisor and General Plan Xuanyi Hydro has a clear view: “Double Eleven†has become the online shopping festival just like Christmas. In the future, the mall must reposition its functions. Only by actively finding its own position can there be reasons for survival.
To this end, Changsha Xiyingmen leveraged its strength to launch the concept of “buying building materials and subsidizing 5% of Xiyingmen on the basis of Tmall pricesâ€. From November 9th to 11th, consumers will participate in the building materials category on the 3-4 floor of the exhibition hall at Xiyingmen Building Materials Furniture Plaza. After the unified payment to the cashier, Xiyingmen will subsidize 5% of furniture and lighting according to the actual payment amount. , wallpaper full delivery vouchers. During the event, consumers to Xiyingmen participated in the event exhibition hall shopping, the actual payment amount of unified collection reached 5,000 yuan, can participate in the golden egg activity once, 5 times cap, iPhone 5S, Siemens appliances and other rich gifts waiting for you take. With a VIP exclusive card, you don't need to shop to get a golden egg opportunity.
It is worth mentioning that, from November 9th to 10th, from 10:00 to 22:00, Xiyingmen Building Materials Furniture Plaza will be heavily subsidized. The 1,000 brand flagship stores and provincial agency stores will be on the original price advantage. Strong subsidies, the introduction of thousands of commodity subsidy prices at a price lower than the ex-factory price, 10,000 items of special sales.
Brand and after-sales into home consumption focus
One fact that cannot be ignored is that after the "Double Eleven" last year, the return of household products was in a blowout state. According to the data of the China E-Commerce Research Center, the top 100 of the Tmall flagship store sales have experienced a refund of the tide, and the home category has become the hardest hit area for the refund.
“With the extensive coverage of the network, consumers are placing higher demands on traditional home furnishing companies, such as more abundant products, more transparent prices, better services, etc.†In the eyes of industry professionals, more home products are Experiential consumption, home is still based on rational purchase. The biggest stimulus point of "Double Eleven" is the price.
The insiders suggest that the direct purchase of home building materials, offline selection of well-known brands, the quality of products is more guaranteed. Home building materials are large and durable consumer goods, often "three-point products, seven-point installation". Therefore, the after-sales service provided by the merchant is particularly important, including when to deliver, whether to install the package, how long the warranty period is, and which In case of warranty, etc.
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