Online shopping has developed rapidly in China. The third-party online shopping platform represented by Taobao has networked the retail market for goods. Most netizens are now used to purchasing consumer goods through the Internet. Not only for low-value, fast-moving consumer goods such as clothing and daily necessities, but also by online shopping consumers, large-sized goods such as home improvement homes are increasingly accepted by netizens. Recently, although it is in the off-season of home decoration in July and August, the household products are not only weak in the off-season, but also in the network sales, the number of transactions in the Taobao Mall home improvement store in July and August, compared with the same period last year. It has increased by 400%, among which high-end furniture is selling well in Taobao Mall, driving the price of online furniture sales to nearly three times. In addition, the sales of home textiles are also very strong, sales increase by nearly 500%, especially in second- and third-tier cities. protruding. “The situation of 'anti-season trips' is not uncommon in Taobao Mall sales, but it is abnormal for the stable production and sales cycle of the home improvement industry.†The person in charge of the Taobao Mall home improvement hall said. According to the traditional market, the hot summer is the off-season of home improvement, and the productivity of home manufacturers is also vacant, and consumption is weak. The online market is relatively less affected by the seasons and is not limited by time and place. This has formed a scene of low season, online home sales continue to be hot, furniture, building materials, sanitary ware and household items are still on the online shopping platform. Maintain a strong momentum. The most prominent of these is that high-end furniture manufacturers have rushed to the top, quickly discounting consumer purchases and idle production capacity through discount promotions. Taking Gujiajiao as an example, on July 26, Gujiajiao teamed up with Taobao Mall for the first time to create a group purchase “Gujiabuâ€, which enabled the high-quality Gujia sofa series products in the high-end shopping malls to approach the consumers for the first time through the network. The form of factory subsidies realizes the only 50% off sales in the history of the family. At the same time, Gujia Home also deployed 867 cities and more than 1,500 stores nationwide for customer tracking and after-sales service, providing consumers with “free shipping, free installation†services, realizing online and offline (O2O mode). Interaction and integration. Quickly grasp the needs of online shoppers by combing the entire production supply chain from top to bottom. In just one week, the group purchase orders exceeded 1,500 orders, and one of the sofas with a price of more than 10,000 yuan achieved a sales record of 1200 units. In Gujia Suzhou franchise stores and Ningbo direct-operated stores, the turnover exceeded 10 million in less than half a month. “This is normal, which is equivalent to the sales of 1200 stores nationwide in one day.†Gujia Home Network Operations said. The development of urbanization and the information convenience brought by the Internet make it easy to solve home decoration and furniture selection through e-commerce. However, according to the survey, there is currently no furniture e-commerce platform in the top 50,000 websites of ALEXA, and none of the existing furniture online malls has an annual turnover of 10 million yuan. In developed countries in Europe and America, online furniture sales accounted for 58% of non-store sales. This shows that furniture e-commerce has a huge market space. The person in charge of Taobao Mall's home improvement said that there are nearly 100 traditional high-end furniture brand enterprises stationed in Taobao Mall's home decoration hall, such as Zhihua Shi, Gujia Craft, Yundian, Haobainian Home, Xilinmen, Ximengbao, Suibao, Baiqiang , Huari, Kohler, TOTO. American Standard, Lejia, Hansgrohe, Moen, Shengxiang, Cobb, Luolai, Fuanna, Boyang and other home improvement brands, in May this year Taobao Mall set up an offline experience in Beijing The museum, the traditional TOP-level home improvement brands have started to combine online and offline sales, bringing the overall customer unit price to the entire home decoration hall of the mall. "The furniture products have been upgraded from 1000-2000 yuan to 5,000 yuan." Not only the sales of furniture are heating up, but also the accessory products such as home textiles and home furnishings are also very popular. Well-known brands of domestic textiles, Luo Lai, Fu Anna, Meng Jie, Mercury, Vico, Bo Yang have come up with this year's autumn and winter new products anti-season sales, while the summer cool goods clearance to buy two pieces and one piece and the whole package. According to statistics from Taobao Mall, compared with last year's online shopping hot sale time of home textiles this year, the sales volume has increased by 500% compared with last year. “Second and third-tier cities consumers have become the main force of home textiles, such as Sichuan, Guizhou, Yunnan, etc.†The person in charge of home textiles in Taobao Mall said that if during the event, the price of brand home textiles is usually cheaper than offline prices. 7, 8 times, the silk of a well-known brand in the past was more than 1,000 yuan, and online, such as China's first silk brand Xinyuan silk home textile flagship store 100% special double palace silk silk quilt was only 290 yuan national package, And less than a week to sell nearly 1,000 beds online, domestic well-known silk brands such as Ciyun, Dadi Blue, Mengsijia, Ji Li, Youguang and so on have also followed the example of vigorously testing water network marketing.
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