[Office Partner Information Center] Linshi Wood Industry 610 million yuan, PINGO International 418 million yuan, Shichuang Decoration 300 million yuan, Nature House 270 million yuan, Sophia Home 239 million yuan, TATA wooden door 226 million yuan... just past In 2016, “Double 11â€, the home furnishing company achieved brilliant sales results: the sales of over 30 household brands broke through 100 million yuan. Huge amounts of data are heartbreaking: How is this achieved? What is the truth behind it? High data Tick ​​and ticking, the second hand moves toward the minute hand and the hour hand step by step. When the three match points to “12â€, a “double 11†data battle against time race starts in the home industry: the home improvement e station breaks through the billion mark in 3 minutes. Lin's wood industry sold 150 million yuan in 29 minutes and 40 seconds, PINGO International broke through 200 million yuan in 56 minutes, and Gujia home broke through the sales of all-day sales in 1 hour and 30 minutes... According to incomplete statistics, on November 11th, 2016, the “Double 11†shopping spree, more than 30 brands in the home industry rushed into the “100 million clubsâ€, including PINGO International, Shichuang, Home Improvement e Station, Lin’s Wood Industry , All Friends, Gu Jia, Yalan, Huari Home, Jiu Mu, Wrigley Sanitary Ware, Sophia, Mengtian Wooden Door, TATA Wooden Door, Dongjian, Nature, Bell, Luolai Home Textile, Mercury Home Textile, Fu Anna, Aok Love Furniture, Dongpeng Tiles, Nobel Tiles, B&Q, Dongyi Risheng, Op Lighting, Aopu, AIA Integrated Ceiling, etc. Everyone knows that "breaking billion" is a big number. If it is placed in the home industry, how big is it? Someone has calculated an account, can not help but make people scared: this year's home improvement industry's largest black horse PINGO International won the category with 418 million yuan sales, the price of the explosion on the e-commerce platform is 1399 yuan / square meter, Based on 120 square meters per suite, the “double 11†orders reached 2,500; the sales volume of Luolai’s 200 million yuan was calculated according to the explosion price of 499 yuan, and about 400,000 sets of home textile products were sold in one day. If there is some speculation about such an algorithm, the incomplete data revealed by Ali is eye-catching: the laser edge-sealing technology of the official flagship store of SMI cabinets, the sales of 3D laser board products, “Double 11†exceeded 10 million yuan on the same day. The opening area of ​​the cabinet can be covered with 108 basketball courts; Op Lighting "Double 11" record sales of 50,000 sets of smart lamps; Philips Lighting official flagship store HUE series of intelligent connected lighting sales exceeded its April 2016 listing The total turnover of the Chinese market since. Interestingly, the smart toilets that are still in their infancy in China are also being snapped up: Huida’s official flagship store “Double 11†has sold more than 10,000 units, and a smart toilet is installed in a home. This requires 1 Ten thousand families buy. The "double 11" high sales data made the media people jok: the Earth people, the solar system are not enough, the Galaxy is not full of people, are all out in the "double 11" decoration? Fictional prosperity The powerful traffic of the large-scale e-commerce platform has indeed brought huge orders to the strong brands. After the “Double 11†carnival, the merchants should be able to complete the next logistics, distribution, installation and other after-sales work. At 0:18 on November 11, the sofa from the Gujia Home Tmall flagship store was delivered to a consumer in Jinan City, Shandong Province, and completed the write-off, creating a record for the distribution of large furniture industry. However, the prosperous sales data, people can not help but think of the previous scandals exposed by the media. Brushing the bill is the only magic weapon for high sales. During the “Double 11†period in 2016, the e-commerce platform stipulates that the same account can only be used to print one order in the same category. The proportion of fake orders is greatly reduced, but because there is no limit on the total amount of orders, an account can be swiped 5000, or It is 10,000, 100,000, 1 million, 10 million, and it is not surprising that the sales data is soaring. Wu Chenxi, chairman of TATA Mumen, said that the easiest way to judge whether a brand is a single or not is to look at the number of customers. The total transaction value divided by the order quantity shows the average single value. "Like our total sales of more than 200 million yuan, the average single value of 7,000 yuan is relatively normal, and the average value of a single customer can be 100,000?" Some people in the industry have suggested that if people want to eliminate the "double 11" for home enterprises The suspicion of brushing the list, the brands may wish to announce the turnover of the day, but also announced the number of orders. Even if you don't consider the factors of brushing, "Double 11" is not as prosperous as it seems. An industry insider who asked not to be named revealed to the Beijing Business Daily reporter the truth behind the prosperous “Double 11â€: First, the sales of 100 million yuan were not the performance created within 24 hours of the “Double 11†day. Before the double 11", all major brands have carried out water storage in the form of pre-sales, vouchers, etc., and paid the money on the e-commerce platform on the day of "Double 11", which is counted as the sales of the day for two or three months; Secondly, under the banner of online and offline integration, all the offline orders in the country will be transferred to online transactions, thus increasing the performance of “Double 11â€. Third, through pre-sales, low prices, gifts, etc. Overdraft future sales, let consumers place orders in the "Double 11", and then take the next three or four months or even half a year to digest. Out of control rivers and lakes There is a little joke about “Double 11†in the home circle: On the day of “Double 11â€, a brand plans to report sales of 100 million yuan, and then the competitor’s sales exceeded 150 million, and immediately set the target to 200 million. . Under the strict rules of e-commerce platform's refusal to swipe, there are still people taking risks. Whether it's fake data or honest manufacturers, in the "Double 11" carnival, they have paid high sales for the price of ultra-low profits. Regardless of the means by which the company achieves sales, it has to enter the platform's account; once it enters the platform's account, it has to pay a few points to the platform. In addition, the previous publicity, storage, prizes, etc. all need to spend money, and some brands in order to grab the "double 11" start a few minutes or an hour of sales data on the list of opportunities, to attract the top 100 to jump prices The name or 1000 customers pay, at the cost of the more they sell, the more they lose. Why is it not worthwhile to buy and sell at a glance, there are so many brands, with the fatigue of not sleeping at night, with the risk of being exposed, and making good-looking data without hesitation? The answer is obviously in the influence of “Double 11â€: As long as the “Double 11†sales ranking is on the list, the reputation of the company is greatly enhanced. Taking PINGO International as an example, it was known little before the public and even the media. Nowadays, with the help of “Double 11â€, it has become a home improvement category champion and became a star inside and outside the industry overnight. When all kinds of advertisements can't bring the effect of overnight success, by making huge sales and using the "double 11" super attention, starting their own brand is equivalent to making an extremely successful advertising marketing. . “Do you want to pay taxes?†Pang Xueyuan, chairman of Daxin’s cabinet, said that the hometown is out of control, and the counterfeiters are not punished: “If the tax department issues a temporary measure, whoever announces the sales, it will pay the tax according to this amount. , there is no scary number to guarantee." Iconic French press coffee maker that brings out the full flavor and aroma of your brew. Glass Coffee Pot,Glass Coffee Pot Environment-Friendly,Coffee Pot Stainless Steel Glass,Pyrex Glass Coffee Pot Ningbo Auland International Co.,Ltd. , https://www.everwinbottle.com
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