After saying goodbye to the "choose one" (antitrust), the fierce competition between e-commerce giants seems to have faded a lot. During this year’s “Double Eleven”, the cumulative sales of each platform are no longer refreshed by the second, there is no high-profile GMV battle report release, and even the sales data that everyone cares about has become less intuitive and clear.
As for the deserted phenomenon this year, many people believe that the decline in the e-commerce market has caused a "misfire". But in fact, Tmall’s final transaction volume was 540.3 billion yuan, and JD.com’s sales exceeded 349.1 billion yuan. Such a report card is impressive, not to mention that platforms such as Douyin, Kuaishou, and Pinduoduo also took away part of the traffic. .
"Baidu Hot Search 2021 Double Eleven Big Data" shows that in terms of search share on each platform this year, Taobao still leads with 24%, JD.com at 18%, Pinduoduo at 10%, and Xiaohongshu ranks fourth. , accounting for 9%, Douyin and Kuaishou accounted for 8% and 6% respectively.
In general, on Double Eleven in 2021, brands will have more things to play with, and the gameplay will become more complex. The more the channel structure changes, the more opportunities brand owners have to achieve breakthroughs and transcendence. This is especially true for ceramic companies that have only had a "playing ticket" status in the e-commerce field for many years.
Competition for ranking is fierce
Striving to be the TOP5 in the industry
After Tmall’s “Double Eleven” came to an end, the top 10 sales lists of eight categories: residential furniture, lighting, whole house customization, decoration and building materials, kitchen and bathroom, electrical hardware, smart security, and home furnishings were immediately announced. Observing the data from each stage of Tmall's "Double Eleven" brand sales top 10 list, we can see that the competition for sales rankings in the decoration and building materials category is still very fierce, with 6 ceramic tile brands in the top ten.
Sales statistics from 0:00 on November 1st to 24:00 on November 11th show that Nobel, Dongpeng, Guanzhu, Dajiulu, Jianyi, and Samit are on the list of Tmall’s “Double Eleven” "The top 10 decoration and building materials categories, Jiumu, Hengjie, Wrigley, Kohler, TOTO, and Hansgrohe are on the list of the top 10 kitchen and bathroom categories on Tmall's "Double Eleven". In addition to all categories of all levelsAccording to the segment’s data rankings, brands have also released their own “big character posters” for the 2021 “Double Eleven”.
Nobel Ceramics announced that it will become the sales champion in the Tmall/JD ceramic tile industry during the "Double Eleven" promotion period from October 20 to November 11. It is reported that in the Tmall/JD.com "Double Eleven" event from 2015 to 2021, Nobel won a total of 8 sales championships in the ceramic tile industry, ranking first in transaction sales in the Tmall building materials industry for three consecutive years.
This year's "Double Eleven", Jiumu Kitchen and Bath continued to write the sales myth it created. It not only won the first place in all channels, but also won the 12th consecutive championship in the home decoration and building materials industry.
In Tmall's "Double Eleven" event, the sales of Big Horn Deer Ceramics in the preemptive band from November 1 to November 2 ranked third in the industry; from 0:00 on November 1 to 24:00 on November 2 The cumulative sales throughout the process rank fourth in the industry.
In Tmall’s “Double Eleven” event, Hongyu Ceramics’ sales from 0:00 to 24:00 on November 2 and one hour before November 11 ranked among the top three in the industry; in JD.com’s “Double Eleven” During the event, sales from 20:00 on October 31 to 24:00 on November 11 ranked among the top 5 in the industry.
In Tmall’s “Double Eleven” event, Guanzhu Ceramics’ sales ranked second in the ceramic tile category from 00:00 to 23:59 on November 11th. Cumulative sales rank third in the ceramic tile category.
In Tmall’s “Double Eleven” event, Samit Ceramics ranked fourth in the ceramic tile category in terms of sales from 00:00-23:59 on November 11th, from November 1st to 11th. The cumulative sales throughout the process ranked 6th in the ceramic tile category.
……
Good sales news comes frequently
Data growth is impressive
In the carnival of "Double Eleven", competing for sales rankings and expanding brand promotion effects are only one aspect. What makes brand owners excited and surprising is that sales have increased significantly compared with previous years. After all, this is their focus on e-commerce. "Real money" returns after the channel makes a huge investment.
“This year’s growth in sales through e-commerce channels is all true.real data. It may be that the epidemic has changed everyone's consumption philosophy. We found that once ceramic tiles master e-commerce, they are really not self-satisfied. "Some industry insiders revealed to Zhongtaojun that their company exceeded the sales target in this year's "Double Eleven". Zhongtaojun statistics found that in the "battle reports" released by most ceramic brands, the growth in sales data has indeed made People's eyes light up.
Take Dongpeng as an example. In the first hour of November 11, the brand’s Tmall “Double Eleven” transaction volume exceeded 100 million yuan, and JD.com’s sales in the first two hours of “Double Eleven” even exceeded 28 times the same period last year. It is reported that as of 0:00 on November 12, Dongpeng's "Double Eleven" new retail performance increased by more than 110% year-on-year. Beijing Dongpeng, Shaanxi Dongpeng, and Shanghai Dongpeng took the lead in breaking through 10 million yuan in new retail sales this year.
The sales of the Dajiulu Tile flagship store exceeded 31.55 million< /span>
In addition, Nobel's total network-wide transaction volume increased by 200% year-on-year during the "Double Eleven" period; the total new retail sales of Dajiulu during the "Double Eleven" period exceeded 31.55 million yuan, achieving sales year-on-year of 2020 "Double Eleven" increased by 300%; Guanzhu Ceramics' cumulative transaction volume during "Double Eleven" increased by 294% year-on-year, and order volume increased by 358% year-on-year; Summit Ceramics' cumulative online sales during "Double Eleven" increased year-on-year An increase of 200%; the shipment of Wrigley composite light-grained bricks during the "Double Eleven" event increased by 51.2% year-on-year...
Jiu Mu Sales' omni-channel sales exceeded 2.06 billion
In the 2021 "Double Eleven", ceramic tile brands can be said to be chasing each other and are evenly matched. Jomoo dominates the bathroom field with its absolute leading advantage. Relevant data shows that this year’s “Double Eleven&rd”quo;During the period, Jiumu's omni-channel sales exceeded 2.06 billion; of which, the online market share exceeded 20%, and the market share of this 20% was even greater than the combined total of Kohler, TOTO, Hansgrohe, Panasonic, Grohe and other brands. . You know, during the "Double Eleven" period in 2020, Jiumu's sales were 1.56 billion yuan; it achieved a growth of 500 million yuan in one year. Who is not envious?
Try new patterns
Play new tricks
If there is any obvious difference between this year's "Double Eleven" and previous years, it is that major short video and live broadcast platforms have joined the "e-commerce" battlefield. Since 2020, the epidemic has had a great impact on people's lives. It has also given rise to the "live streaming" model, which has gradually become mature and large-scale.
According to statistics, on the night of the "Double Eleven" pre-sale day, the cumulative viewing volume of Li Jiaqi and Wei Ya's live broadcast rooms reached 250 million and 240 million respectively, and the cumulative transaction volume exceeded 10 billion and 8 billion yuan respectively. This data may be staggering in other places, but now everyone is no longer surprised by the ability of "anchors" to bring goods.
During the "Double Eleven" period in 2021, ceramic brands also used live broadcasts to gain good brand exposure and product transaction volume. Taking Hongyu as an example, “Double 11 Trendy Clothes, Hongyu Live Night” has had a good start in new retail on Tmall and JD.com with over 1 million views and 1.07 million likes from fans. In Nobel's live broadcast room, a total of 2.03 million fans across the entire network participated in the show during the "Double Eleven" period. In the second Tmall President live broadcast, the number of viewers in Nobel's live broadcast room exceeded 200,000, and the transaction volume increased by more than 185% year-on-year. .
The support of big names and celebrities can be said to be the most common way for brands to harvest traffic. On the evening of November 11, actor Tong Dawei served as the "good product experience officer" of Jiumu's live broadcast room, "leading goods" with the two presidents of Jiumu Group. In addition, during the "Double Eleven" period, Jiumu also specially invited well-known actors Li Jiahang and Qin Hailu to help out, and used the N+1 head expert live broadcast mode to carry out goods, starting from the pre-sale, all-weather uninterrupted live broadcast.
As the first new domestic sanitary ware brand to cooperate with Li Jiaqi, Hengjie has accumulated rich experience through cooperation with Li Jiaqi, began to cultivate its own anchors, and normalized e-commerce live broadcasts. At present, Hengjie's official flagship store has 8 in-house anchors and 8 anchors from cooperative institutions. During the "Double Eleven" period, it maintains 16 hours of live broadcast time every day, constantly attracting and cultivating consumers to watch online and place orders, thereby gradually accumulating Build a stable customer base and maximize the value of the live broadcast room.
In addition to the rise of various live broadcast platforms, short video platforms are also entering the e-commerce field. There are rumors online that Douyin e-commerce will be launched at the end of the year. Previously, Douyin e-commerce also collected traffic conversion data through various means to optimize its own e-commerce. business process. Taken together, short videos, live broadcast platforms and traditional e-commerce platforms do not seem to be in a competitive relationship. They have differentiated themselves in different ways to solve the different needs of different merchants. Next, it depends on how brands use the new model to create new products. uses the power of the platform to achieve rapid development.
Combined with terminal outlets
Achieve traffic conversion
In the ceramics industry, which places emphasis on logistics, distribution, and services, the concept of new retail does not only refer to e-commerce, but must be a combination of online and offline. At present, some bathroom brands have achieved online sales and provided unified services across the country; for ceramic tile brands, the last mile service in the process of developing new retail business still cannot bypass distribution outlets across the country, and most brands have chosen to use online sales. Traffic is directed to offline stores.
During this year's "Double Eleven", Nobel overcame many difficulties and achieved online and offline integration, product integration, and the same style and price, resulting in a significant increase in the number of consultations, transaction rate and transaction amount. It is reported that the number of Nobel's new retail stores this year has increased by 37% year-on-year, and the store product shelf rate has increased by 126% year-on-year. It uses localized and unique comprehensive operation tools to reach users, including one-click search of the nearest store, free one-hour door-to-door measurement, Core services such as making an appointment to the store to design 3D renderings for free, the number of customers has increased by 30% year-on-year.
Dongpeng Ceramics offline stores< /p>
Dongpeng, which is also working hard in the new retail field, also has its own"Growth Password". During Double 11, Dongpeng mainly focuses on localization and product strength, and strives for terminal transformation, linking 7,000 stores across the country to in-depth construction of people, goods, and markets. First of all, the live broadcast carnival was launched with the theme of "Rockburst Double 11, Peng friends enjoy the carnival", which further expanded the boundaries of Dongpeng's new retail "field"; secondly, it synchronized national interest points such as direct supply prices from rock slab factories and 48-hour free design. and special services, which promotes customer retention and conversion while enhancing brand potential; finally, the headquarters leads stores across the country to launch live broadcasts, which stimulates interaction with consumers, realizes a closed-loop path from online to offline conversion, and improves customer orders. Probability.
During the "Double Eleven" period, Jomoo used multiple platforms to synchronize marketing and jointly build momentum with more than 5,000 stores to create visual interaction models such as online and offline integrated "one store, one broadcast" and video shopping guides to promote new Model changes in retail O2O...
He Guang, the new retail manager of Dongpeng Ceramics Shenzhen Branch, said in an interview with Zhongtaojun, “The new retail of home decoration related categories is not suitable for the short, flat and fast model like other commodities, so the new retail of ceramic tiles needs to Through continuous online content output, combined with regular offline activities, we can increase the conversion rate. ”
\\\\\\
As the most powerful e-commerce promotion node of the year, this year's "Double Eleven" shows a trend: companies no longer superstitize traffic and transaction conversion, but return to the essence of business-sustainable operations. and growth. Behind the rise of many "houlang" brands is a completely different growth logic from traditional brands.
In the next 5 or 10 years, whether there will still be ceramic brands in the "Double Eleven" carnival, whether the brands in the TOP10 list can still maintain their leading position in the industry, I believe time will give the answer .
(Author: Hong Xiaochun)
