“Observe the various aspects of the pottery industry and comment on the pottery people.
You have stories and I don’t drink. The truth is just as easy to get drunk on.
The fourth issue of [Spicy Review of the Week] is coming, please prepare the watermelon and small bench for the ceramic people. ”
1
Double 11 is different in 2020
The first "Double 11" after the COVID-19 epidemic came earlier than in previous years. On November 1, the 2020 "Double 11" officially kicked off, 10 days ahead of schedule.
As soon as 0:00 a.m. that day arrived, hundreds of millions of "finance payers" "crazily" poured into major e-commerce platforms to place orders frantically. Tmall buyers received the goods within five minutes of placing orders, and JD.com's first order delivery man was six Delivered to your door within minutes...
Why will "Double 11" be brought forward and extended this year?
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Brother Chan has integrated some answers given by experts.
From a supply side perspective, it is helpful for businesses to offset sales and reduce pressure on all parties. For merchants who have just survived the epidemic, every marketing node in the second half of the year is important, and "Double 11" is even more top priority. They need to start pre-sales in advance, increase discussion topics, and extend the event time, so as to have Sufficient time to increase sales; also because of the epidemic, many "foreign trade" factories that export have also switched to "domestic sales" in order to save themselves. More merchants, more goods, and more consumers will bring more For express delivery and services, the sales period has been extended, and the pressure on e-commerce platforms and merchants in supply and service, as well as the logistics pressure on express delivery companies, has also been alleviated.
From a demand side perspective, it is conducive to various e-commerce platforms competing for users and allowing users to shop calmly. With the epidemic causing a decline in the absolute purchasing power of users, early pre-sale means "binding" users in advance and consuming their purchasing power in advance; and extending the sales period can not only continue to attract users' continued attention and early payment through multiple discounts, greatly promote their shopping desire, and can also reduce their time pressure so that they can shop calmly.
But Brother Chan is more willing to interpret it from the opposite side: Each e-commerce platform has advanced and extended the "Double 11", which is nothing more than a set of pots fresh from the kiln. What can be predicted is that those irrational consumers who can't stop on the road of "buying hands" and the weak merchants who can't help themselves on the road of e-commerceThis batch The stubble of leeks is destined to be cut earlier, longer and more thoroughly.
Anyway, leeks can’t be cut all the way, and they will grow again after they are cut.
2
Behind the "Double 11" report card of ceramic tile brands over the years
Data from Alibaba shows that 111 minutes after the start of "Double 11" on November 1, there were a total of 100 brands including Apple, L'Oreal, Haier, Estee Lauder, Nike, Huawei, Midea, Lancôme, Xiaomi, and Adidas on Tmall. Brand turnover exceeded 100 million yuan. Among them, the apparel brand Adidas’ turnover exceeded 100 million in the first minute, and beauty and 3C home appliance brands contributed the most “aces”.
Data from JD.com shows that JD.com’s full-day transaction volume on November 1st increased by more than 90% year-on-year. The top five brands by sales volume are Mengniu, Three Squirrels, Bestore, Fulinmen, and Midea. Ranked by transaction volume The top five brands are Apple, Huawei, Haier, Midea, and Xiaomi. Among them, JD Supermarket's "Double 11" transaction volume increased by more than 700% year-on-year in the first 10 minutes, JD's fresh food increased by more than 600% year-on-year in 5 minutes, high-end quality home appliances increased by more than 10 times year-on-year in 30 minutes, and JD's live broadcast sales exceeded 100 million in 10 seconds. The sales volume of Huawei Mate 40 series exceeded 100 million in 8 seconds.
……
What is the performance of ceramic tile brands on the first day of "Double 11"?
Before answering this question, we might as well review the sales rankings of ceramic tile brands on Tmall during the "Double 11" period from 2014 to 2019.
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In the field of ceramic tile e-commerce, it can be said that: There are brands in the e-commerce industry, each leading the way for three to five days.
It can be seen from the sales ranking of "Double 11" ceramic tile brands on Tmall from 2014 to 2019 that in addition to Dongpeng ranking once for six consecutive years, Nobel ranking four times for five consecutive years and Xinzhong In addition to the fact that the brand has been on the list for four consecutive years, more brands have appeared on the list intermittently, coming in and out, or appearing suddenly and disappearing out of thin air. For example, Inno Ceramics is known as a dark horse in the ceramics industry because it has been ranked among the top 10 Tmall "Double 11" sales for two consecutive years in 2016 and 2107 and even won the 2017 JD.com "Double 11" ceramic tile category sales champion. , but it has not participated in the "Double 11" for two consecutive years since 2018, and so far there has been no sign of participating in the 2020 "Double 11".
Brother Chan’s understanding of this is that some brands have achieved the expected goals of expanding brand awareness and enhancing brand influence by participating in "Double 11" and successfully being listed, so there is no need to spend more time and money. Let's play with Ma Yun and others. That may not be the ambition of these brands at all.
A joke widely circulated in the home furnishing field may illustrate certain problems from the side. It is said that the owner of a well-known home furnishing brand sent out a poster celebrating his brand's "Double 11" omni-channel sales of hundreds of millions during the "Double 11" event in the industry one year, and only received a few words of congratulations or envy. Another owner of a home furnishing brand said, "I'm exhausted." The eight words "I will kill the industry" caused the entire group to fall into a deathly silence.
Therefore, it is understandable that on November 12, 2018, a marketer from a ceramic tile brand in Foshan posted in WeChat Moments, "The rationality of the entire industry this year has given everyone an extra good night's sleep!"
3
The 2020 “Double 11” is exciting
It is reported that many brands such as Nobel, Dongpeng, Hongyu, Whistle, Grace, Lion King, General, Marco Polo, Asia, etc. have already announced the "Double 11" campaign."The horn.
As of 17:09:17 on November 1, Nobel's global sales have exceeded 100 million, ranking first in Tmall's home decoration main material category. Among them, as of 11:11:31 that day, Nobel's sales ranked first in Tmall's home decoration main material category; as of 9:34:48, Nobel's sales increased by 115% year-on-year; as of 8:27:13, Global sales exceeded the same day last year.
Dongpeng took advantage of the success of its listing and launched the "Double 11" promotion of "Thanksgiving for listing, everyone sharing dividends". In this carefully prepared feast, Dongpeng combined the data assets accumulated in the past to conduct in-depth research on competing products and the characteristics of people with different paths. It also made efforts in products, services, marketing, discounts, etc. to further promote the growth of new retail.
And relying on Red Star Macalline × Alibaba or Easyhome × Alibaba to use "big data + live broadcast + KOL" to build momentum for "localization" and other active measures, will there be more ceramic tile dealers (of course) How have ceramic tile brands such as Red Star Macalline and Easyhome benefited from “Double 11”?
……
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Guess which ceramic tile brand will occupy the first place in the TOP10 sales volume of "Double 11" in 2020? What dark horses will appear on this list?
As to which tile brand will win the first place, many people may be optimistic about Dongpeng, but Chen Junfeng, general manager of Dongpeng's new retail business, said in an interview with the media that Dongpeng "will not reflect very large sales online." , mainly to use large platform activities to obtain more traffic, empower offline, and bring more transactions offline." Therefore, Nobel, whose sales have exceeded 100 million, should have a greater chance of winning.
It’s hard to say which ceramic tile brands will become dark horses. As long as you are courageous and well-prepared, anyone may appear on the list and attract the attention of the entire ceramic industry.
As for whether ceramic tile brands should engage in e-commerce or new retail, the views expressed by Chen Junfeng, general manager of Dongpeng’s new retail business, in an interview with the media may be the best answer: Many companies are not particularly interested in e-commerce or new retail. Interested, takeThis is regarded as an independent sector's assessment of input and output issues, and it is believed that there is no value if the goods cannot be sold. Dongpeng, on the other hand, places it in a large system to see whether this sector can help the overall situation. The value contributed to the system and the driving role of comprehensive operations are viewed from different perspectives.
Brother Chan believes: If you have the need and have the strength, you should do it decisively. It is better to do it early than to do it late. If you are reluctant to give up your children, you will not be able to lure the wolf. However, in order to pursue good-looking sales data, you must not "mutate" online empowerment offline into offline empowerment online, and brand headquarters empower distribution Business "variation" enables dealers to empower brand headquarters, and online and offline, brand headquarters and dealers must empower each other.
However, many people understand the principle, but doing it is another matter. Just like whether you want to make rock slabs or not, it looks great, but God knows how it will work.
Author: Zen Can
