The annual double eleven, both the carnival of consumers, but also the branding of the exam.
The kitchen appliances category, the user's choice of a wide range of both parties too, the boss as the representative of the professional brand, there are the United States, Haier such giants such as home appliances, as well as the gradual rise in recent years, the 'new species' integration Stove, competition can be described as very fierce.
Martians to achieve 2017 double 11 whole network integrated stove sales first
In this year's double eleven activities, integrated kitchen brand Martian outstanding performance: the entire network cumulative sales of 77.28 million yuan, of which, Lynx 54.38 million yuan, Jingdong 22.9 million yuan, once again won the whole network integrated stove category purpose 1. If coupled with the same day online store transactions 24730000 yuan, the total turnover of Mars reached 102000000 yuan, which also makes the sparks become the first day of double eleven sales billion broken integrated kitchen brand.
It is understood that this is the third consecutive visit to Tmall since the Martians joined Tmall in August 2015. The turnover has risen from 1.8 million in the first year to 19.73 million in 2016 and exceeded 50 million this year Mark in March this year, stationed in Jingdong, the same is to maintain the moon and moon is the integrated kitchen category champion position.
It should be said that this achievement apparently has been considered very good for a brand that has been only two years old in the field of e-commerce and has achieved such a breakthrough in e-commerce , On the one hand, with the rapid development of the integrated stove industry, all parties including Tmall and Jingdong are increasingly paying attention to the integrated stove; on the other hand, it is still based on the great importance paid by the Martian company to the development of the electricity supplier. On and off the line to achieve a common force.
Taking this year's Double 11 as an example, as early as October 19, the Martians held a full mobilization meeting with the theme of "Protracted Protracted Billion." There were over 1,200 Martian stores under the line for this double-11 Activities escort, all stores promised to do every delicate service, warm and thoughtful and rapid response.
Before the 11th, the Martians held a mobilization meeting
More than 1,200 offline Martian stores are escorted by Double Eleven
Of course, it is still far from enough to form a unified thinking and action on the tactics, which really impress the consumers. Therefore, it is still the key two major elements: highly competitive products and satisfying consumer experience .
In fact, the most important point for the Martians to become leaders in the integrated stove industry in less than seven years since its inception in 2010 lies in the fact that the Martian founder of the integrated stove Huang Weibin has more than once said publicly that 'for product quality, I can not cost'.
Therefore, in this double eleven, both E3, X3, E-commerce, and the line with the same paragraph of the series of products, Martian products have been the concern and sought after by consumers in the double eleven activities started After the Martian trading volume once rushed into the first three Jingdong kitchen, cat top five.
Martian integrated focus Lynx specifically for products E3
Martian integrated kitchen Jingdong designed for product X3
As for the consumer experience, most of Martian's efforts are reflected in the user's actual experience.However, despite the rapid development of integration stoves in recent years, compared with the traditional stoves that have been developed in China for nearly 30 years , This user awareness of the product is still relatively low.To this, Martian put forward the 'not afraid of 100 fried peppers' slogan, and dared to public demonstration in the store, allowing users to witness its super-high smoke effect.
In addition to products, the store image, location, shopping guide and other factors also affect the user's actual experience.In these areas, I have had a real experience in Hangzhou Jia Jia Jia Jia Jia Plaza, Hangzhou, Martian stores In a prominent position in the kitchen and electric area, the store uses the latest image design of the Martian, open layout coupled with bright lights, coupled with the shop after the uniform dress 85 Guide, the whole gives a warm atmosphere without lack of fashion vitality a feeling of.
A good store experience effectively prolonged customer retention time and naturally increased the probability of the transaction.This also explains that in this double eleven activities, the Mars can be transformed by online drainage into a line of more than 24 million yuan Under the turnover, but it is in view of products, stores and other aspects of the continuous improvement of the sense of experience, Martian's good reputation has also been sustained fermentation, there are currently more than half of the Martian integrated kitchen sales, are from the introduction of old customers .
Nowadays, with the increasing focus of integrated appliances on the e-commerce platforms such as Tmall and Jingdong, the Martians who are already at the top of the e-commerce market will surely get more room for development. At the same time, the challenges they face will also come more and more The more serious, both from the pressure of the platform side, there will be you from the kitchen and electrical colleagues chase me rush, but the most fundamental test will not change, is the need to continue to meet the changing needs of users, so products and experience To achieve more extreme.
