At 8 pm on October 31, the first wave of sales in 2022 "Double Eleven" officially started. As of the afternoon of November 1, according to incomplete statistics from Southern+ reporters, Foshan companies such as Midea Group , Lin's Home Furnishing, Kangbao Electric Appliances have posted reports. Many of them sold over 100 million yuan or even 1 billion yuan in a short period of time after the start of sales, making a good start.
battle report was released, and the sales of many companies quickly exceeded 100 million
"16 minutes and 35 seconds, Midea sales exceeded 1 billion! 36 minutes and 45 seconds, Midea sales exceeded 4 hours in the same period (last year)!" At 20:48 pm on October 31, Tian Benhui, the channel manager of Midea Group e-commerce JD , posted the battle report of Midea Group on the JD platform.
Coincidentally, Lu Yang, the public relations director of Lin’s Home Furnishing Brand, also posted the battle report in the early morning of November 1. The battle report shows that after the first wave of sales started in 1 minute and 25 seconds, the transaction volume of Lin's Home Furnishing exceeded 100 million yuan. After 2 hours and 19 minutes of the sale, Lin's Home Furnishing's transaction volume reached 746 million yuan, surpassing the whole day last year, and ranked first in the residential furniture industry on the first day of the good start.
and some Foshan companies have also achieved "dominant" results in single products. According to the "Sales Ranking of Self-operated Disinfection Cabinets (20:00 on October 31st to 24:00 on October 31st)" released by JD.com, Kangbao Electric ranked first in the platform category, Midea ranked second, and 0,000 Carre and Wanhe also ranked in the top ten of the list; the battle report disclosed by Xiaoxiong Electric Appliances shows that its sales exceeded 100 million in two hours, and the air fryer topped the Tmall hot-selling list. There are also Foshan companies that have achieved significant growth compared with last year. For example, the sales of Xiaoxiong Electric Appliances Rice Cooker, Electric Lunch Box, Wall Breaking Machine and other categories exceeded the whole day last year half an hour before the start of sale; Cai Wei, operation director of Shirushi of Yida Group, also revealed that on the first final day of this year's "Double Eleven", the Yida Shirushi brand increased by about 90% year-on-year compared with last year.
gameplay is new, and various planning drives sales growth
This year's "Double Eleven", major e-commerce platforms continue to adopt a combination of "pre-sale period" and "spot period". The two waves of official buying time are October 31 and November 10 respectively, and the sales time continues to be advanced to 8 pm. In order to drive sales growth, Foshan companies have made various moves, not only launching sincere discounts, but also creating various marketing planning activities to attract attention before the sale starts.
Take discounts as an example. Midea Group provides discounts on JD.com platform with 50% discount on limited purchases of quality home appliances, red envelopes for members to place orders of 1,111 yuan, and home appliances for old-for-new to up to 1,000 yuan, and provides after-sales services such as 365-day replacement repairs for small home appliances;
Kangbao Electric has launched four-fold consumer rights, providing discounts on purchases, installments, member discounts, and posting orders. Consumers can enjoy up to 600 yuan instant discounts, 24 periods of interest-free, 1 yuan bowl grabbing and other benefits.
In terms of marketing planning, on the afternoon of October 31, Li Yongguang, executive vice president of Kangbao Group, walked into the live broadcast room of the JD self-operated flagship store of Kangbao , and distributed multiple benefits such as free gifts for fans without a thousand yuan and no threshold coupons; Lin's Home Furnishing planned a "performance art" in Changshou Lake, Chongqing on October 18, using a small kayak to "pull" a 20-meter-long ship full of Lin's Home Furnishing products to convey the concept of "really rowing".
Some Foshan companies have also created custom gameplay. For example, Shirushi has put forward the slogan of "buy in advance, save more worry". It can be purchased from October 31 to November 11. Many of the products are discounted as low as 60% off. Consumers can enjoy a discount of 100 yuan if they buy over 999 yuan. There is also a chance to receive a clothing product worth 398 yuan if they pay over 900 yuan per transaction.
"This move aims to create a 'no routine' Double Eleven, helping consumers simplify their choices and achieve concentration," said Cai Wei.
[Southern Daily reporter] Wang Qian
[Author] Wang Qian
[Source] Southern Media Group Southern + Client
