Home "Double 11" price war fierce income does not increase the phenomenon obvious

Once only for the price of the "double 11" shopping festival, has now evolved into a variety of household enterprises to change the battlefield. It is understood that in the electric business platform many times set a salesRecords of the "Amoy brand" Lin wood industry, is the industry chain to extend the line, to borrow "double 11" to accelerate the new retail layout, and: Home textiles, such as the United States and other traditional household enterprisesIn the net, launched more to adapt to the development of the Internet brand.
　　In fact, in the carnival of this enterprise and consumer, it also hides the marketing logic and development strategy of many enterprises. In particular, companies that underperformed the three quarter of 2017 years ago,It seems to be "double 11" as an important bargaining chip to achieve the sales target for the year. In order to consolidate in the "double 11" in the momentum and status, enterprises to sell sales to market the practice is not uncommon.
　　To this, a number of experts in the industry to the reporter analysis, because "double 11" price war fierce, and enterprises in order to expand sales and increase promotional efforts, it is likely that the increase does not increase profitsThe phenomenon.
　　The reporter interviewed in this regard Lin's wood industry,: life, the United States and other related enterprises, trying to further understand their "double 11" response plan, and low price to expand salesVolume at the same time, how to ensure profits and other related issues, as of press, have not received a reply.
　　In this year's "Double 11" Eve, "Amoy brand" forest wood industry and the cat opened in the global marketing, large data user portrait, full channel marketing and other business in-depth cooperation, trying toMore accurate access to consumer demand pain points.
　　It is understood that in May 2007, Lin's Wood industry officially opened in Taobao. Petrin's Wood industry do is "hands roasted seeds and nuts" business, that is, in the selection of factory photos uploaded shop, to consumersSingle, direct shipments by manufacturers, so as to stabilize the middle of the distribution difference, sales also for many years leading the industry.
　　However, ten years later, Lin's wood industry has not satisfied the status of "large flow". Since the concept of "new retail" was proposed last year, 2017 years have become the "new retail year",This year "Double 11" nature also becomes the new retail most important inspection field, many offline experience shop quickly opens between the cities. On the occasion of the 10 anniversary of its creation, the proposed "Home space solutionThe brand-new orientation of the decision-maker can also be a glimpse into the transformation of the forest industry after ten years.
　　Zhu Changling, chairman of the Chinese Furniture Association and chairman of the Asian Furniture Federation, said in an interview with reporters that the current wood industry has changed dramatically, and is not a mere electricBusiness enterprise, but become a furniture products marketing, many brands to its supply products, "Lin wood industry in Shunde set up a large-scale warehouse, the full use of internet advantages,Turned into a large network dealer. In addition, it through large data settlement, cargo management in the furniture industry are advanced, turnover speed is also very fast. ”
　　In fact, the electric business enterprise does not satisfy the online sale at the same time, the traditional home enterprise also does not satisfy only grasps the offline trading channel. Zhu Changling said that the electrical business is a new way of furniture sales,Also has become the current, the most enthusiastic shopping methods, so many large-scale furniture enterprises have entered the e-commerce market, such as China Day, bright, family-owned home, Shang House, cablePfaffia, European and so on, these traditional furniture enterprises are in the use of electrical products sales.
　　It is reported that this year "double 11",: Life online brand Lovo home textile products In addition to the general price reduction, there are seconds to kill and pre-sale products. Among them, according to the day Cat's official website introduction,Pre-sale products to take a deposit, "double 11" the same day to pay the tail, and then organize production, before November 30 delivery mechanism. However,: Life customer Service said, in order not to delay the hairGoods, the product is actually produced good, not the customer after the order on demand production.
　　At the beginning of November, the company launched the Internet custom brand Athwart home zest. According to Zhao Jing, deputy general Manager of International Household Goods Co, Ltd, "Athwart at home zestHome "is based on a modular custom-designed internet online brand, redefining the concept of custom-made homes, custom styles and custom fashion, and is committed to" Customizing Your Dreams ", bothAdhering to the United States grams of home has always been high-end quality, but also the integration of the young personality design concept.
　　However, in the business of selling goods busy at the same time, set the market, how much profit is still the business needs to consider the issue.
　　2013 "Double 11", Lin's wood industry to 160 million yuan sales to create furniture category single day sales of billions of records; 2016 "Double 11", this sales has grown to 610 millionYuan, four consecutive years to stabilize the day of the cat furniture category first. The 2016 China network retail market data monitoring report, released by China e-Commerce Research Center, shows that the estimated 2016The entire network of hundreds of Amoy brand overall market transaction scale of hundreds of billions of dollars, and forest wood industry 2016 years of revenue has been super billion. In other words, the "double 11" Day of sales, almostEnough to account for 5% or 6% of the annual revenue of the forest industry.
　　2016 Day of the cat "Double 11" war,: Life under the: of the total network sales of 208.8 million yuan, the first home textile category champion, Day Cat: Home textile official flagship store reelected "double11 "Home textile category Sales five consecutive championships." At this point, Lovo finally successfully challenged their own set 200 million "small target", is also the first home textile industry successfully squeezed into the "double 11" one-day sales of twobillion enterprises.
　　According to the 2016: Life Annual report data show that year total revenue of 3.152 billion yuan, quarterly, four quarterly turnover of 763 million yuan, 580 million yuan, 812 million yuan, 9.97Billion Yuan. In other words, the fourth quarter, including the "Double 11" shopping festival, the highest revenue, accounting for the total revenue ratio of 31.63%. However, even though the quarterly revenue is higher, it falls toThe net profit of the shareholders of the city company is only 50% of the first and third quarter, which is 57.84 million yuan, which accounts for 18.23% of the net profit.
　　In this case, China's E-commerce Research Center director Cao said that the day cat launched the "Double 11" shopping festival, for businesses, theoretically is required half-price. But according to the actualExperience can not have such a high profit margins, so many products have been adjusted in the early stages of the price. For the home building materials industry, it is not the warehousing, transportation, offline renovation and other aspects of the site.
　　However, because of the "double 11" of the electric business platform, competitors from all over the country, price war is inevitable. The "Double 11" coincided with the end of the year, with companies hoping to clean upInventory, the return of funds in order to put into production in the second year, "for home enterprises, the sales market is sometimes to maintain the leading position in the industry." Because you don't sell, people sell.
　　, then your inventory gets bigger, the pressure on the money gets bigger, and it accelerates the competitor's share expansion, Cao told reporters that for some listed companies or listed companies, as far as possible to maximize the sales of financial results is also a matter of great importance to enterprises, which is also willing to take sales for market reasons.