At 0:00 on November 11, the 2020 Tmall "Double 11" global carnival season officially began. The transaction volume exceeded 370 billion in half an hour, has exceeded the 268.4 billion full-day transaction volume of "Double 11" in 2019.
After the home building materials industry suffered the "black swan" incident at the beginning of the year, it has been eagerly looking forward to major events such as "315", "618" and "National Day" to stimulate the market's "rejuvenation". Unfortunately, it seems that the effects of the previous few times None of them are ideal, so we have to pin our hopes on "Double 11".
The home building materials industry is bent on grabbing a piece of the e-commerce pie, but little does it know that e-commerce “big guys” have also taken a fancy to the advantages of home building materials focusing on offline experience. In recent years, Alibaba has entered the home and building materials industry many times, reaching strategic cooperation with major chain home and building materials stores, and even used this to cultivate its first-hand home manufacturing platform - Lying Ping Intelligent Manufacturing.
On November 8, Alibaba’s Lying Ping Intelligent Manufacturing and Fusenmei Home Furnishing signed a strategic agreement. The two parties will cooperate in the layout of the home furnishing industry. C2M ecology. It is understood that Fusenmei will bring dozens of leading brands on the shopping mall platform and rely on the whole-house customization supply chain and enabling tools provided by Lieping Intelligent Manufacturing to connect the entire production-sales link and promote offline + online integration. .
When talking about Alibaba’s new retail layout of home building materials, we have to mention its marriage with Red Star Macalline. In May 2019, Alibaba invested 4.359 billion as a strategic investment in Red StarMacalline, the two parties quickly cooperated in promoting big data applications, digital upgrading of shopping malls, and integrated online and offline marketing, and launched 22 same-city stations in full swing.
A store that also used Alibaba to complete its digital transformation is Easy Home. In May this year, Easyhome launched a refinancing plan to use for store renovation and upgrading, Zhongshang Supermarket smart retail construction, big data platform construction, Easyhome Beijing-Tianjin-Hebei Smart Logistics Park (Phase II) and supplementary working capital. It is reported that Alibaba (China) Network Technology Co., Ltd. currently holds 9.58% of the shares of Easyhome, while Alibaba (Chengdu) Software Technology Co., Ltd. plans to acquire 200 million Yuan participated in the refinancing subscription of Easyhome. Alibaba Software's participation in the refinancing of Easyhome's subscription shows that both parties intend to further strengthen cooperation and jointly complete the digital transformation of home building materials stores.
A few days ago, Easyhome disclosed its financial report for the third quarter of 2020. The report showed that Easyhome’s third-quarter revenue increased by 4.16% compared with the same period last year, and its revenue so far this year has exceeded 6.2 billion yuan. Easyhome publicly stated: While the company will expand and strengthen its main home furnishing business, it will cooperate in depth with Alibaba and take the construction of a big data platform as the core to comprehensively promote online and offline, big home furnishing and big consumption, as well as the upstream and downstream of the industry chain. Fusion.
Since the end of 2019, the "Same-city station + Taobao live broadcast model created by Juran Home has become its digital An important driver of transformation. It is reported that the city-wide website established by Easyhome and Alibaba has expanded from 5 cities at the beginning of the year to 130 cities.
With the previous cooperation foundation, it is more logical for Alibaba to join forces with Red Star Macalline and Easy Home to do big things during this year's "Double 11".
On November 1, Red Star Macalline officially announced that it would become the general sponsor of Tmall’s “Double 11” carnival night. This is the second time the two parties have closely cooperated on “Double 11” after the initial test in 2019. It is also a nationwide training exercise for Red Star Macalline’s online and offline integration and home decoration integration. As of 10:02 on November 11, The overall sales of Red Star Macalline’s Tmall intra-city website exceeded 10.1 billion.
On January 6, Wang Linpeng, chairman of Easy Home, made his first live broadcast on the Tmall platform. This live broadcast led to the transaction of 38,700 orders, and the final transaction amount was 465 million yuan. The performance ranked first in Tmall’s “Double 11” peak furniture rankings that day. It is reported that on this year’s “Double 11”, Easyhome and Alibaba will launch Tmall’s “Double 11” global carnival season, The sales target is 12 billion .
In order to achieve seamless online and offline linkage for this "Double 11" event, the integration of marketing resources has become a crucial content. According to the head of new retail of Tmall Home Decoration Division, during this "Double 11" event, Alibaba is expected to gather 5 million UV "localized" traffic and integrate the "industry venue" and "search engine" of the Tmall platform. , "marketing advertising" and other traffic matrix resources to strengthen the exposure of home building materials brands in resource positions.
I believe that most people have doubts about the effectiveness of the home building materials industry's participation in "Double 11", but the general trend is clearly in front of them. "Baidu 2019 Double 11 Big Data Report" shows that from 2015 to 2019, users in third, fourth and fifth tier cities paid more than 70% attention to "Double 11". This data means that the sinking market is nurturing greater consumption potential and is expected to experience explosive growth in 2020. Based on changes in user needs and consumption scenarios, being able to provide one-stop services that connect the entire ecosystem is the key to keeping pace with the times.
During the "Double 11" period, large chain home building materials stores are supported by national online stores, linking national stores to encourage consumers to place orders online, experience and purchase offline, Creating an integrated online and offline shopping experience is a great place to sell home and building materials.A self-help plan for the current environment. However, home building materials stores themselves need to pay more attention to business quality, user experience, and service delivery, so as to create a better brand reputation.
With the "Double 11" fierce battle still going on, can these home building materials stores take advantage of "Alibaba" to find another way to lead the new retail development of the home furnishing industry? We'll see!
Author: Hong Xiaochun
