Eleventh Golden Week has just passed, and there are hot consumer shopping scenes across the country. The well-known home appliance retail chain giant Yongle Life Appliances has also adopted a combination of multiple marketing methods during the 11th Golden Week this year to meet the needs of users’ home and life. The core, the physical scene-style experience of the new retail model, to create the ultimate shopping experience for users.
Experience scenes are hot, creative goods are popular
In the 11th Golden Week this year, Yongle used technical means to reconstruct the 'people, goods, and fields' of physical stores. Users don't have to queue up in the same way as before, queue up for checkout, even when buying goods in holiday stores, it also saves trading time. Through the network format management and data monitoring of the store, the inventory information, sales trends, etc. can be mastered in real time, and the operational efficiency is improved.
Experience, creative goods and services have become hot spots for holiday sales. In this year's '11' Golden Week, such as the Yongle Qibao flagship store, which contains various theme life experience areas, provides a variety of experience activities for different users. And home improvement appliances, baking experience, parent-child entertainment, not only attracted a young user group, but also led the sales of surrounding goods, daily reception of thousands of customers, sales increased by more than 10%, including the network red digital factory, flower shop Waiting for the most popular with young people.
Creative smart small appliances have become the new favorite of the market, multi-function air purifiers, drones, sweeping robots, 3D projection, high-end home coffee machines, electric toothbrushes and other products.
Smart health travels into the mainstream Focus on quality and healthy consumption
The intelligence of the eleventh travel has become a top priority for many families. Considering the long travel time on the National Day, in order to ensure the safety of property, many families have replaced smart door locks in advance, and sales of Yongle smart door locks have increased significantly, while intelligence The speaker is the biggest highlight of this upgrade, the small smart speaker, sales during the eleventh period increased by 150%.
The diversity of entertainment methods during the National Day holiday is obvious. Users are no longer satisfied with shooting simple flowers and landscapes. They want to shoot more novel scenery and things. Yongle Digital and SLR cameras, digital camera sales have increased significantly year-on-year, and 11 families have left the country. Demand for travel has soared, sales of smart devices are booming, smart wearable products are growing 124%, selfie sticks, child safety seats, mobile Wi-Fi devices, etc. can be carried around as a new favorite for outbound travel. In addition, with step by step learning machine, small The educational products represented by the genius phone watch are also popular among Chinese families.
Under the trend of consumption upgrade, users also pay more attention to quality and health consumption demand. They have a new understanding of health consumption. Air purifiers and water purifiers have become a must-have for home. Users not only want to buy air purifiers, but also new winds. The system and the air management of the whole house have put forward new requirements. In terms of the selection of daily necessities, Yongle’s big data shows that more green brands and commodities are being purchased.
High-end goods are sought after
With the continuous improvement of the consumption power of the Chinese people, more and more users choose to purchase medium and high-end products to optimize the product structure of their own homes. According to Yongle store data, the mid-to-high-end products of more than 6,000 yuan have increased significantly year-on-year, such as bringing strong users. Samsung Quantum Dot TV with visual impact experience, Changhong CHiQ voiceprint TV with artificial intelligence TV model, Casa Di F+ free embedded inverter refrigerator and twin-child cloud washing machine, beautiful and fashionable Dyson hair dryer and vacuum cleaner and other high-end products are attracted A lot of users to buy.
One-stop shopping, traditional home appliances, intelligent upgrade
Eleven new wedding and decoration users increased, the trend of purchase is obvious, including home customization, whole house HVAC system, fresh air / central air conditioning system, water purification, smart bathroom, smart home and other one-stop full-scale design purchase program is quite popular with users. The Yongle channel newly introduced the European, gold, Piano and other embedded kitchen appliances brand experience area during the 11th period of continuous flow.
In addition, smart home appliances have achieved intelligent upgrade on the original basis. On October 1 this year, CCTV broadcasted the first domestic superstar 4K TV channel, which was launched by CCTV 4K Super HD channel, which fully promoted Yongle. 4K ultra-high-definition large-screen color TV sales growth. Intelligent large-screen color TV is still the focus of users attention, Yongle 55-inch large-size color TV sales have accounted for more than 70% of total color TV sales, OLED TV sales increased by 406%, laser cinema Users have provided more choices. During the 11th Golden Week, Yongle Laser TV sales increased by 439% year-on-year. Hisense brand laser TV sales ranked first, and star product laser 80L5 was welcomed by users; open door or multi-door refrigerator, wash The maintenance and drying integrated washing machine, the air-washing washing machine and other traditional home appliances' 'upgrade models' have also become the new consumer protagonists, air-cooled, frequency conversion, drying, steam into the refrigerator washing machine category hot words, central air conditioning, energy saving, multi-function Air-conditioning consumer keywords. Under the demand for intelligent functions of universal household appliances, users have added such as 4K, network intelligence, reservation service, remote service, custom And other new intelligent individual needs, these appliances have also become important to consider the user purchases the content.
Increased service consumption costs, extremely convenient and convenient shopping demand
During the 11th period, the proportion of users' input costs to services continued to increase. It is reported that in China's consumer spending, service consumption is faster than physical consumption. At present, service consumption accounts for about 50% of household consumption. The service experience, Yongle 'color TV to send one's service', and 'home appliances on time to send', 'buy your compensation will not be satisfied with the return, 'national package' and other service initiatives continue, to ensure that goods can be fast Arrived in the hands of users. In addition, Yongle also targeted the launch: 'three zero installments', investment and wealth management, consumer loans, crowdfunding, insurance, stored value cards and other financial services activities. To bring users the most convenient shopping experience.
This year, Yongle proposed the 'three new' strategy of 'new business, new technology and new market', constantly shifting from home appliance retailers to 'home·life' total solution providers, from commodity management to user management, from retailers to service providers. Transforming, bringing new shopping experience to users. After the 'Double 11', 'Double 12' and Christmas Day after the Golden Week, Yongle will continue to send a wonderful life to thousands of families in Shanghai.
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