Online home promotion efforts to weaken the line of home stores on the "double 12" do not buy it

Unconsciously, the calendar has been turned to December, and the "double 12" wave of the home furnishing industry has been gearing up. This is not reminiscent of the nightlights of the 11th day, after the carnival, the music was over and the furniture parcels arrived.

You can grab a single home product, but there have been various problems, pain? tired? Been cheated? Stay is not, return is not, hurt the heart.

Take care of the injured soul, watch the flying express orders, and watch the packages that will be returned. The question has come - double 12. Do you still buy it?

"Double eleven" online shopping sequelae have not been resolved

"Double Twelve" has been quietly yet

"Double-Eleven" low-cost carnival, a lot of loved ones Gu family friends, especially housewives are on the electricity supplier to grab their favorite home loot. However, after the “Double 11th”, the “hands-pulled party” only discovered a lot of problems that caused their mood to fall to the freezing point. According to the reporter’s understanding, these problems that make consumers “spoken” mainly include: wrong goods, installation problems, damage, slow delivery, and offline prices are cheaper than online prices.

Xu Ke, who lives in the High-tech Zone, said: “Double-Eleven was specially waiting in front of the computer to buy some tables, sofas, and other furniture. I watched a great deal of concessions and felt that I could save a lot of money. But now it took more than half a month. Now, my sofa hasn't arrived yet, and I don't know if it has any quality problems."

After the “double eleven” toss, many buyers have already hurt their hearts. So "double twelve", do you still buy it? After a later survey of consumers, 63.5% of consumers are determined not to buy homes in the double-twelve promotions. The main reason is that the discounted prices are too high and the shipments are too slow. Most consumers have expressed too much. The problem has already been devoid of such excitement.

When the netizens were still immersed in the sadness of the "Double 11", the home industry double 12 warm-up has been quietly preparing. Tmall began its efforts on November 12 marketing, and this year's "Double Twelve" is called "magnum event." Returning to the "Double Twelve" home stadium - Tmall Home Channel, was shocked to reflect more than 50% of the discount, plus Taobao official micro and claimed to throw 2 billion shopping vouchers, these marketing methods have deeply seduce those who are ready to move The lost mother.

"Double Twelve" Home E-commerce Discount Reduction

Although Tmall has already begun marketing the "Daily Masterpiece" of the Double Twelve, the reporter found that compared with the "double eleven" smoke, the "Double Twelve" gunpowder tastes a lot less, and the promotion of mainstream home brands has weakened. . Many consumers also report to reporters that e-commerce has been “making festivals” too frequently, and this type of excessive “making festival” has caused consumers’ shopping fatigue. “Double 11′′ has excessively consumed the market and consumers are impulsive. With enthusiasm are subject to varying degrees of inhibition.

With the consumption saturation of "Double 11" shopping, Christmas and New Year's Day have come one after another. Many home electricity providers have only considered the "Double Twelve" as a transition period, and the "Double Twelve" promotional publicity has been tepid. .

“Double XII’s status is more embarrassing. According to the experience of previous years, the traffic volume of Double XII is probably only about one-tenth of the double 11. The double eleven has advanced a lot of consumption, and many businesses are still dealing with after-sales issues. Mr. Yang, who opened a shop selling functional sofas on Taobao, said that after the "Double 11", there are still many "sequelae" that need to be dealt with. The upcoming "Double Twelve" and "Double Eleventh" are separated by only one month. The current discounting efforts are not more attractive. But it is possible to attract consumers who are shopping at the wrong peaks and who have no time to order on that day. ”

Offline home store does not buy "double twelve"

Compared with the rich offline elements during the "Double 11" period, the reporter visited several large-scale home stores such as Ningbo Hongxing Meikailong and AIA Family. It was found that the household stores under the line did not “fight” the “Double Twelve”, and these home stores were not prepared for “Double Twelve” promotions without exception. According to the staff of the store, their activity time is generally during the weekend, and there is no special plan for the "Double Twelve". Mainly because of the daily promotion of promotional activities, these large-scale stores basically have corresponding promotions every week, and many activities have great benefits, but too many activities for consumers also reduce their attention; Since the store boycotted Tmall last year, home stores have been cautious about the Internet store.

The reporters at the scene also found that there was no other eye-catching “Double Twelve” publicity except for a few brands who had posted “Double Twelve” posters in their own franchise stores. Compared with the popularity of online shopping malls such as Tmall, these stores are inevitably giving people a sense of falling.