In the past 2016 double eleven online shopping carnival, many home brands have achieved brilliant results. According to incomplete statistics, more than 30 home brand sales exceeded 100 million yuan. Compared with previous years, this year's double eleven figures seem even more crazy. However, behind the continually high data, what fictional prosperity is displayed under the out-of-control homes?
Is the home industry's double eleven data high behind the fictitious prosperity? (Photo Source Network)
Home double eleven high data
A "double 11" data war against time race started in the home industry: home improvement e station broke through 100 million yuan in 3 minutes, Lin's wood industry 29 minutes 40 seconds turnover 150 million yuan, PINGO international 56 minutes exceeded 200 million yuan Gujiajiao broke through the sales of all-day last year in 1 hour and 30 minutes... According to incomplete statistics, on November 11th, 2016, the “Double 11†shopping spree, more than 30 brands in the home industry rushed into “100 million yuan†Clubs, including PINGO International, Shichuang, Home Improvement e Station, Lin's Wood, All Friends, Gujia, Yalan, Huari Home, Jiu Mu, Wrigley Sanitary, Sophia, Mengtianmumen, TATA Wooden Door, Dongjian, Nature , Bell, Luolai home textiles, Mercury home textiles, Fu Anna, aok more love furniture, Dongpeng ceramic tile, Nobel tile, B&Q, Dongyi Risheng, Op Lighting, Aopu, AIA integrated ceiling.
Everyone knows that "breaking billion" is a big number. If it is placed in the home furnishing industry, how much is it? Some people have calculated an account, which can not help but make people scared: this year's home furnishing industry's largest black horse PINGO International with sales of 418 million yuan Winning the category champion, the price of the explosion on the e-commerce platform is 1399 yuan / square meter, calculated as 120 square meters per suite, "double 11" orders reached 2,500; Luo Lai's sales of 200 million yuan, according to the explosion price Calculated for 499 yuan, about 400,000 sets of home textile products were sold in one day.
If there is some speculation in such an algorithm, the incomplete data revealed by Ali is eye-catching: Opal Lighting "Double 11" record sales of 50,000 sets of intelligent lamps; Philips Lighting official flagship store HUE series of intelligent connected lighting single-day sales The amount exceeds the total turnover of the Chinese market since its listing in April 2016. Interestingly, the smart toilets that are still in their infancy in China are also being snapped up: Huida’s official flagship store “Double 11†has sold more than 10,000 units, and a smart toilet is installed in a home. This requires 1 Ten thousand families buy. The "double 11" high sales data made the media people jok: the Earth people, the solar system are not enough, the Galaxy is not full of people, have come out to decorate in the "Double 11"?
Behind the huge order volume is fictional prosperity
The powerful traffic of the large-scale e-commerce platform has indeed brought huge orders to the strong brands. After the “Double 11†carnival, the merchants should be able to complete the next logistics, distribution, installation and other after-sales work. At 0:18 on November 11, the sofa from the Gujia Home Tmall flagship store was delivered to a consumer in Jinan City, Shandong Province, and completed the write-off, creating a record for the distribution of large furniture industry. However, the prosperous sales data, people can not help but think of the previous scandals exposed by the media.
Brushing the bill is the only magic weapon for high sales. During the “Double 11†period in 2016, the e-commerce platform stipulates that the same account can only be used to print one order in the same category. The proportion of fake orders is greatly reduced, but because there is no limit on the total amount of orders, an account can be brushed 5000, or It is 10,000, 100,000, 1 million, 10 million, and it is not surprising that the sales data is soaring.
Wu Chenxi, chairman of TATA Mumen, said that the easiest way to judge whether a brand is a single order is to look at the number of customers. The total transaction value divided by the order quantity shows the average single value. "Like our total sales of more than 200 million yuan, the average single value of 7,000 yuan is more normal, and the average value of a single customer can be 100,000?" Some people in the industry have suggested that if people want to eliminate "double 11" for home business The suspicion of brushing the list, the brands may wish to announce the transaction volume on the same day, but also announced the number of orders.
Even if you don't consider the factors of brushing, "Double 11" is not as prosperous as it seems. An industry insider who asked not to be named revealed to reporters the truth behind the prosperous “Double 11â€: First, the sales of 100 million yuan were not the performance created within 24 hours of “Double 11â€, in “Double 11†In the past, major brands have carried out water storage in the form of pre-sales, vouchers, etc., on the day of "Double 11", the payment was made through the e-commerce platform, which was counted as the sales of the day for two or three months; secondly, Under the banner of online and offline integration, all offline orders in the country will be transferred to online transactions, thus increasing the performance of “Double 11â€. Third, through advance sales, overdraft, gift-giving, etc. Let the consumer place an order in the "Double 11" and take it for three or four months or even half a year to digest.
Out of control home rivers and lakes
There is a little joke about "Double 11" in the home circle: On the day of "Double 11", a brand plans to report sales of 100 million yuan. After that, the competitors’ sales exceeded 150 million, and the target was immediately adjusted to 200 million. . Under the strict rules of e-commerce platform rejecting the bill, there are still people taking risks.
Whether it is fake data or honest manufacturers, in the "Double 11" carnival, they have paid high sales for the price of ultra-low profits. Regardless of the means by which the company achieves sales, it has to enter the platform's account; once it enters the platform's account, it has to pay a few points to the platform. In addition, the previous publicity, storage, prizes, etc. all need to spend money, and some brands in order to grab the "double 11" start a few minutes or an hour of sales data on the list of opportunities, to attract the top 100 The name or 1000 customers pay, at the cost, the more they sell, the more they lose.
Why is it not worthwhile to buy and sell at a glance, there are so many brands, with the fatigue of not sleeping at night, with the risk of being exposed, and making good-looking data without hesitation? The answer is obviously in the influence of “Double 11†Top: As long as the "Double 11" sales rankings are listed, the reputation of the company has been greatly enhanced. Taking PINGO International as an example, it was known to the public and even the media before. Nowadays, with the help of “Double 11â€, it has become a home improvement category champion and became a star inside and outside the industry overnight. When all kinds of advertising can't bring the effect of overnight success, by making huge sales and using the super double attention of “Double 11â€, it is equivalent to making an incomparable successful advertising marketing. .
“Do you want to pay taxes?†Pang Xueyuan, chairman of Daxin’s cabinet, said that the hometown is out of control, and that the counterfeiters are not punished: “If the tax department issues a temporary measure, whoever announces the sales, it will pay the tax according to this amount. , there is no scary number to guarantee."
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