China Business Daily (Reporter Jia Xinran) As the largest national shopping festival every year, "Double 11" has always been an important time node for major merchants to make efforts in promotion. A reporter from China Business Daily recently visited offline stores and found that all the home furnishing stores launched discount activities. During the big promotion period, the customer flow increased significantly, and consumers were enthusiastic about purchasing. In addition to the regular gameplay such as large-scale discounts, lottery benefits, limited-time rush purchases, and red envelope promotions, this year's "Double 11" major merchants also used online channels to attract traffic, adding new gameplay for digital marketing such as live streaming, becoming a new highlight.
This year's "Double 11" major furnishing stores use online channels to attract traffic, adding new ways of digital marketing such as live streaming and selling goods, becoming a new highlight. (Picture provided by Photo Network)
Beijing Red Star Macalline officially announced the start of the "Double 11" carnival on October 15. Staff from Red Star Macalline told reporters that during the "Double 11" period, a number of activities were held in the store, including coupon storage value, winning gifts for the seal, large-scale full discount coupons, and smashing golden eggs. At the same time, in order to protect consumer rights in all aspects, Red Star Macalline also made a promise of "five-fold withdrawal": If customers find that the same product has an online and urban station, five offline shopping malls, and the same type of shopping mall, the actual transaction price will be lower, and compensation will be given at five times the difference.
In addition to offline channels, online this year is also the focus of Red Star Macalline's efforts. It is reported that in order to welcome this year's "Double 11", Red Star Macalline took the lead in adopting the "1+N+10000" strategy. 1 refers to a president's live broadcast, N refers to a live marathon with the theme of the top ten categories, and 10000 is the "gold medal shopping guide live broadcast" deployed by Red Star Macalline this year. Among the protagonists of this live broadcast, in addition to tens of thousands of gold medal shopping guides, there are more than 1,000 elite home decoration designers and front-line professional and technical craftsmen from Red Star Macalline home decoration business. They will use their rich first-line experience and professional knowledge to directly hit the pain points of consumers' home decoration, and bring special theme live broadcasts such as design lectures, engineering pit avoidance, and limited-time second home decoration rights.
As another giant in domestic home furnishing stores, this year is JuRen Home's fifth time with Alibaba to face "Double 11". Jiran Home Group stated that the exclusive resources of the new retail marketing IP "Tuanxinjia" launched this time adopt a full-region marketing model that links online official flagship stores and offline stores. Through Taobao's site resources, off-site resources, and city-level commercialization, it promotes customers to acquire customers, and improves the efficiency of consumer transaction conversion in-store. Taobao, Jiyoujia , Taobao live , industry PR resources and other Taobao marketing resource positions, as well as local precision commercial resources such as Alibaba Mama , local precision community, Gaode , will provide sufficient traffic support for JuRan Home.
In addition, e-commerce live broadcast is also the highlight of JuRen Home. In 2020, the "Double 11" JuRen Home launched the "Old Wang is Coming" live broadcast event for the first time. This year, "Old Wang is Coming" came again as scheduled. The entire live broadcast is divided into welfare fields and carnival fields. Among them, the welfare field is visited by the chairman of JuRan Home, , Wang Linpeng, , and other celebrities and anchors, and flash purchase benefits are given. The carnival venue is led by Wang Ning, executive president of JuRan Home, and join hands with the person in charge of first-line home furnishing brands to distribute discounts such as flash sale, hot products, exclusive rights and interests. At the same time, during the "Double 11" period, JuRan Home also plans to create a "all-member Internet celebrity, ten thousand people live broadcast" event, organize no less than 5,000 hours of live broadcast activities, and live broadcast promotion around the "Double 11" event rights and major marketing IPs.
During this year's "Double 11", in addition to Red Star Macalline and JuRan Home, home furnishing companies including Fusenmei , Lin's Home Furnishing, Gujia Home Furnishing , etc. have entered the live streaming and sales field.
Why has live streaming suddenly become the standard configuration for home furnishing store marketing?
For a long time, the home furnishing industry has been highly dependent on offline stores, but the COVID-19 epidemic and weak real estate have brought many uncertainties, and the growth rate of the home furnishing industry in my country has shown an overall slowdown.Data released by the National Bureau of Statistics shows that from January to June 2022, my country's furniture retail sales reached 73 billion yuan, a year-on-year decrease of 9%; the operating income of the furniture manufacturing industry was 360.4 billion yuan, a year-on-year decrease of 4%. In this case, home furnishing companies need to build an online platform for marketing first, and then divert online businesses to offline stores for conversion. Therefore, the "home + live broadcast" model has become the development trend of the industry.
Consumer Xiao Zhang is a senior online shopping expert and a heavy participant in the "Double 11" every year. She has a decoration plan this year and pays special attention to home live broadcasts. "After so many years of 'Double 11', I feel that the gameplay has become easier and simpler and fewer routines. As a consumer, I hope to enjoy more discounted prices, but I also pay more attention to product quality and after-sales service. If I have the opportunity, I would rather go to physical stores to touch, sit and experience it."
In fact, there are many consumers who have the same ideas as Xiao Zhang. In the new retail era, consumers pursue the added value of goods and stores, and focusing on channels such as e-commerce and live streaming to sell goods is a must for enterprises, but offline physical stores are still irreplaceable retail channels. Home furnishing stores have the characteristics of high personalization, emphasis on experience and service, and they can never avoid offline links.
Industry insiders believe that home furnishing products have the characteristics of large items, non-standards, vulnerable, and long delivery cycles, and the "last mile" service is particularly important. The essence of "Double 11" is to benefit consumers and release consumer demand in a concentrated manner. Therefore, compared with various routines, only real discounts and high-quality experiences can win the hearts of consumers.
