This year's "Double 11", the home furnishing industry ushered in a long-lost consumption growth. Compared with the "Double 11" in the previous two years, this year's "Double 11" is more prosperous, and one of the most popular categories is home furnishing. Micron Information combed the latest "Double 11" battle reports of major platforms and shopping malls, and found that the sales of home furnishing categories increased sharply year-on-year, and some even increased by more than ten times. Why is this year's "Double 11" home furnishing industry so "red"?Innovative services, low prices, "taking the old and securing the new", and intimately solving the pain points of consumers such as receiving and installing, are home consumption.
As early as before the "Double 11", major e-commerce platforms and home furnishing chain stores have hotly carried out home warm-up and first-class activities, which have gathered greater attention and popularity in advance. With the blessing of the fiery **, this year's "Double 11" battle report, the performance of the home furnishing industry is very bright. According to Tmall's "Double 11" data, home improvement and home furnishing brands have grown explosively. In the first hour, 806 brands were traded more than last year, of which, within 1 hour, Lin's Wood, Genji Wood, Quanyou, Xilinmen, Jiumu and other brands entered the "100 million yuan club". Jingdong Home Appliances Home Furnishing "Double 11" full-cycle battle report shows that the turnover of nearly 1,000 home furnishing brands such as Genji Muyu, Pashaman, Atour Planet, and Tefu increased by more than 200% year-on-yearThe turnover of more than 2,000 home appliance brands such as Xilinmen, Honeywell, and Aiguole increased year-on-year.
This year's "Double 11" household consumption is hot, and the contribution of new consumer demand and young consumer groups is not small. According to data from platforms such as Tmall and Kuaishou, the main group of home consumers shows the characteristics of a wide range of living areas, diversified consumption capacity and consumption Xi. In addition to new consumer demand and young consumer groups, there are also many innovative services that intimately solve the pain points of home consumers such as receiving and installing, which have also become an important driving force to boost home consumption.
For consumers, online shopping for furniture, range hoods, gas appliances, kitchen and bathroom appliances and other large items, receiving, installing, and assembling are very troublesome, which is a major pain point in home consumption. How to solve this pain point is of great significance to boost household consumption. According to the person in charge of Tmall Home Improvement Home Service and ** Chain, this year's "Double 11" Tmall Home Improvement has opened up the "last mile" delivery link, and self-operated logistics covers 193 cities across the country, and 17 categories enjoy standardized free delivery services.
Jingdong Home Appliances also launched a trade-in service during the "Double 11" period, through free door-to-door disassembly and removal and high subsidies for new purchases, the turnover of home appliances is delivered and installed year-on-year, and the turnover of home appliances is more than 120% year-on-year. The turnover of goods in the furniture category that provides integrated delivery and installation services increased by 100% year-on-year
Micron information said that the home furnishing industry "double 11" has seen a lot of new changes, ** is no longer the only means of competition, in the future, innovative services, product quality, logistics level, delivery capacity, new demand, new design, etc. will become the key to "double 11" marketing.