After the "11", the waves were not shocked, and the store was still deserted. During the "11" National Day this year, relying on the combination of promotional activities and the traditional home improvement season, sales performance has indeed increased, but the market after the National Day holiday is still cold. According to relevant sources, many merchants are losing money during the National Day, and more is to play a "clear inventory" effect, which does not have much effect on actual profit. More furniture information is available at http:// Other Headlamp,Camping Headlamp,Flexible Headlamp,Cob Rechargeable Headlamp NINGBO ZHENGUO INTELLINGENT LIGHTING CO.,LTD , https://www.zguolight.com
More sales people admitted that the increase in the performance of the 11th is relatively small, according to preliminary estimates of only 15% - 20% growth, and for the upcoming emerging online shopping festival "Double Eleven", the salesperson said National Day Golden Week In this way, the double eleven is not optimistic.
The actual promotion of the traditional store "Double Eleven"?
During the “Double Eleven†period, there will be some promotion activities, but the main strength is how the organizers organize them. They mainly cooperate with the store to create a promotional atmosphere. The price control is mainly in the dealers, but now the market atmosphere, dealers The profit of the products sold is already very low, so there will not be a very large price fluctuation.
"Double Eleven" in the eyes of dealers
A number of medium-sized furniture stores, small sellers based on retail single-pieces, but the same conclusion for the double eleven - look at the store organization, the actual difference is not big. When asked about the main reason, a dealer completely calculated the account: whether it is distribution or direct operation, from the aspects of furniture production cost, transportation cost, rental cost, sales cost, etc., they actually The range of price can be operated is not large, "mainly depends on the policy given by the store." Therefore, they "confess" to consumers who are interested in purchasing, on the one hand, it is indeed a cost limitation, on the other hand, they hope to promote the transaction in advance, instead of Waiting for the arrival of "Double Eleven".
The bloated and complicated channels of traditional stores have made the promotion a “chicken ribâ€. "Others are doing promotions, you can't do it, but the market is not good, everyone is already close to the cost of sales, and the channel will not give you much profit, the upstream furniture factory Workers have to pay wages, and rents are placed here, so they are all selling with various gimmicks." So for traditional furniture stores, double eleven does not mean true "cheap", but once again to gather popularity. The rise of the event, the real promotion is blocked out of the door.
"Can't get online selling furniture"
Compared with the coldness of traditional stores, furniture e-commerce shows another hot trend. According to the reporter's observation, the major furniture e-commerce brands have already been eyeing the "Double Eleven" and launched various promotional games: Last year's double eleven-day sales of 330 million Lin's wood will be on the 11th day before the turnover of 1111 Each consumer sent an iPhone6s; Gujia Home launched a pre-sale "Gujia Energy Cabin" at a low price; in addition to the merchants, Alibaba will hold a "Double Eleven Party" in the form of a new shopping model. Drainage; coupled with their dazzling discounts, red envelopes, coupons, gifts and other promotional means, furniture e-commerce seems to be moving towards a diversified, multi-form, multi-interface trend, staged a "during the eleventh period" Promotional wars."
Furniture e-commerce, the middle link is small, the volume is large, the price can of course be unified control, we not only have to compete with them, but also compete with the surrounding (dealers), what kind of tricks can be made. The retail dealer also said that the advantage of the offline store at this stage is that it can let consumers experience it for themselves. For customers with high-end consumers who are interested in consumption, tens of thousands or even hundreds of thousands of pieces of furniture still need to be experienced before they can be assured. Buying. For the "Double Eleven" and other promotional nodes, this part of the consumer will not change the purchase choice because of the variety of promotional means, so the offline loss is more about the home fashion, fast, cost-effective and so on. The pursuit of the younger generation of consumers.
According to the data, furniture e-commerce currently accounts for less than 10% of the total sales of the furniture industry, but the growth trend has increased exponentially. According to industry insiders, the “Matthew effect†of furniture e-commerce and traditional stores will continue, which is caused by information symmetry, industrial innovation, and shifting consumer focus brought about by the Internet era. What's more remarkable is that, like the National Day Golden Week, the Spring Festival and other past furniture industry promotion season, it is being continuously copied to the online; while the online “Double Eleven†and “618†and other emerging Internet festivals are difficult in traditional stores. Grounding gas, this non-bidirectional drainage confirms that in the era of real estate dividend contraction, traditional stores should actively adapt to the Internet, rather than "adapted by the Internet."