Focusing On Home Textile Eleven: Luo Lai And Fu Anna'S "War" This Year.

This year in Ali " Double Eleven "Focusing on international promotion," list The impact of the company is limited. On the basis of the steady growth of the pre-sale, with the upgrading of consumption, the marketing of the listed companies participating in the activities will show the characteristics of the increase of the unit price and the increase or margin of the profit margins. Home textiles Clothing, household appliances and other categories are expected to maintain the expected growth.

Fuanna: the advance sale is postponed for a week.

Liu Gangqiang is fuanna electric supplier. brand The person in charge has been the "double eleven" activity led by the company in second years.

According to the data disclosed by Tmall platform in 2015, fuanna's home textiles exceeded 100 million yuan in November 11th last year at 16 points. As of the 24 day, fuanna "double eleven" reached a total turnover of 127 million 500 thousand yuan, ranking the top three in home textiles category for 4 consecutive years.

How did Liu Gangqiang fight this year?

He told reporters: compared to last year's "double eleven" pre-sale from October 13th, this year's platform pre-sale date was postponed to October 21st, a week late, but from a predetermined situation, the pre-sale volume grew by 30% year-on-year, basically the same as expected. The customer price remained at about 500 yuan, almost unchanged from last year, and the level of profitability remained the same.

"This is mainly because the SKU of this year has increased by more than twice as much as last year, thus achieving the full access to commodities, services and membership." Liu Gangqiang told reporters that as the annual "double eleven" highest plate of the home textile plate, this year's price competition is particularly fierce, and even some manufacturers are willing to seize the market at below cost. At the same time, in Tmall Taobao platform actively using big data to create "thousands of thousands of faces" under the background, the more detailed the online traffic, the more difficult the businesses get the traffic, the higher the cost, the more important it is to revitalize their resources.

According to him, this year Fuan on the one hand through offline services to help online drainage, on the other hand, through the privilege deposit for online drainage, traffic flow guidance effect is very good. At the same time, in order to deal with the trend of online consumer spending upgrading, the company introduced Australian wool, Malaysia latex and other international products in the second half of this year, and started online with Tmall's international channels, which has never been done before.

"Consumers have become rational after several years of electric business training. It is difficult to achieve a substantial increase in sales through discounts, and it will also hurt brands and sticky consumers, which is the reason why we insist on the price war without electricity." Liu Gangqiang expects this year's "double eleven" companies to maintain rapid growth in the electricity supplier channel, and the total sales of Tmall, Jingdong, vip.com and other whole network platforms will exceed 150 million yuan.

Liu Gangqiang mentioned in particular that fuanna has launched the IP ordering products through cooperation with the Oriental Dream Factory "magic devil" super IP. Through the cooperation of IP, on the one hand, we can realize the entertainment dissemination of brand image with the extensive influence of IP, satisfy consumers' demand for brand culture; on the other hand, we can integrate resources across industries through platform to achieve common profit. "The future market will become more and more detailed, and IP cooperation will also have great room for growth."

Life: sales goal two hundred million

From participating in the first "double eleven" at the time of muddleheaded to deal with the backlog of products under the main line, to today's devotion, Fan Pingping, director of the living electronics director, has come all the way.

As with fuanna, as a result of November 8th, the sales volume rose by about 30% compared with the same period last year, while the unit price increased by 20%, but the profit margin was flat. For today's pre-sale results, Fan Pingping explained that this is because this year's product promotion direction has been adjusted, and the company has upgraded its main product according to the maturity of online consumer groups. For example, last year, he launched the duck down quilt, and this year it has been upgraded to nearly twice the goose down quilt, so the unit price has increased. However, due to the sharp increase in the introduction and promotion costs of live broadcast and live broadcast, the profit margin has not changed much.

Fan Pingping said frankly, home textiles is an earlier entry into the e-commerce industry in the traditional consumption industry. The domestic first-line brands have all entered the electricity supplier from 2010-2011, and the competition is fierce. She cited a set of data to reporters: from 2012 to 2013, the sales place of "double eleven" was the first in home textiles, but ranked fourth in the "double eleven" category. Since 2014, all kinds of traditional crocodiles have entered the electricity supplier. Although the company is still the first category of home textiles category, the ranking of all categories has changed to eighth. Just like home textile products are always on the ground floor or four floors above the department stores, the home textile industry has now returned to its normal position in e-commerce. Although the proportion in the whole category diminishing, but the growth is relatively stable, which is also home textile companies still do not give up the "double eleven" battlefield the most important reason.

She told reporters that the sale of "double eleven" for the last three days is critical, accounting for 20% of the total sales. The sales target of "double eleven" is raised to 188 million yuan from last year's whole network to 200 million yuan. "We hope to challenge the target of 220 million yuan again."

In addition, Vatti shares said that at present, the electricity supplier accounts for about 25% of the revenue. It is expected that the electricity revenue will exceed 50% this year, and will continue to grow at a high speed next year. It is expected that sales of double eleven will double this year, compared with 80 million yuan last year, which is expected to exceed two hundred million this year.

As of press release, Semir, fuanna, Luo Lai life, the United States, Haier, Joyoung and other popular brands in previous years are still in its sub category pre-sale rankings firmly occupy the top ten position.

Cat Ying against Beijing Wo: a new way to compete in platform Sports

In addition to the participating businesses, this year's major platforms have shown the same stance and strategic tactics.

In October 18th, Suning and Ali announced that they would jointly invest 1 billion yuan to set up a joint venture Chongqing Agel Ecommerce Ltd. Meanwhile, the "suning.com Tmall flagship store" has been upgraded to the "independent channel" of "cat Ning electricity supplier". This means that the cat will be the same level as the Tmall, Juhuasuan and Tmall supermarket. Su Ningyun, vice president of marketing department (11.230, 0.00, 0.00%), director of Suning Tmall project, Wang Zhe, said: "take the strategy of" double eleven "for example, other shops' double eleven 'activities will be subject to the overall planning of Tmall, but the cat Ning channel has greater self planning space and resources that can be manipulated autonomously.

Only 3 days later, WAL-MART announced its strategic investment "Jingdong Department" instant logistics and fresh O2O Ultra New dada $50 million (about 336 million yuan). The two sides immediately announced that they will be in the "double eleven" access to WAL-MART's brand entity stores and new dada more than 250 million public transportation capacity, logistics and distribution and other new initiatives.

At the same time, the cat and Jing Wo play a big technology card. Reporters learned from Ali that this year's "double eleven" period Tmall will launch the world's first virtual reality shopping mall - Buy+ channel, AR+LBS technology will be applied to Yintai department store and other O2O consumer scenarios. In addition, the rookie network will use algorithms to plan routes, help couriers to increase delivery efficiency; ant's golden clothing network operators will also assess credit in real time through big data, and loan can be issued after one second; Ali also tries to reverse the C2B based on big data by many intelligent hardware products, that is, through the needs of users, the whole supply chain can be scheduled to respond to all links quickly, and then more and more supply chain partners will be brought in through flexible production, which will affect the upgrading and upgrading of manufacturing industry. Jingdong plans to launch UAVs and unmanned vehicles for the first time in "double eleven".