Every year, the National Day holiday is a key period of marketing for the home industry. This year is no exception. Unlike the past, around the 11th of this year, the 'new retail' model of the home has gradually landed in the industry, with the business model, the transformation of marketing methods. In some home shopping malls, the brand has achieved performance growth. The home improvement company has already started marketing activities in advance in September, and the performance of the 11th holiday is relatively flat.
'New retail' model boosts performance
Actually, the 'Golden September and Silver 10' speeds up the pace of opening stores, and the 'new retail' transformation has also gradually landed. According to the data disclosed by the public WeChat platform of the House of Reality, from September 22 to October 1, Beijing Real Home Home Chain Group The company has opened branches in Hebei Hengshui, Shanxi Jiexiu, Jiangxi Shangrao, Guangdong Zhuhai, Hubei Huanggang, Shandong Wendeng, Shandong Qingzhou, Zhejiang Changxing, and Henan Xiangyang. As of October 1, the number of stores nationwide has reached 262. In addition to expanding the store layout, the transformation of the 'big home' of the actual home is also ongoing. On September 28th, the home of Beijing, Chengdu, the two cities and three stores of the 'Box Ma Xiansheng' store opened at the same time. In August this year, actually The first store in Shunyi Store opened with the cooperation of 'Box Ma Xiansheng'. According to reports, the first day of the store's trial operation exceeded 500,000 yuan, and it became a net red shopping mall. It can be seen that 'Box Ma Xiansheng' is fully settled. The results of the actual home have gradually landed, bringing considerable traffic to the home shopping mall during the holiday season.
Leveraging the marketing 'artifact', Red Star Macalline '11th promotion' has achieved historically good results. According to the data revealed by the Red Star Macalline Group, September 22 to October 7 '11th promotion' During the period, Red Star Macalline achieved sales of 10.682 billion yuan, a 22% year-on-year increase, creating its historical record. Red Star Macalline also defined it as 'the first sales event in the history of home retail sales to break through tens of billions' In this event, Red Star Macalline used social marketing methods, through 'home decoration big coffee private group', 'big brand peak enjoys the group', 'million member peak group', 'green leader' group Groups of designers, shopping guides, and real estate owners are brought together. The event brings nearly 300,000 new members, the old member's wake-up rate has increased by 60%, and the user's coupons have received more than 80,000. The average customer price is 30,000 yuan. In addition, Red Star Macalline uses the global drainage 'artifact' IMP global home smart marketing platform to achieve low cost, high efficiency to introduce new users and create traffic, Brands and merchants develop differentiated marketing services. For example, for the amount of technology Efficiency programs to create product branding combined with sales-oriented. In collaboration with Marco Polo, then show a superior user accurate screening capacity.
The new retail model has gradually landed in the home industry. During the 11th holiday, it brought double growth in passenger flow and performance. On September 27th, Qumei and Jingdong teamed up to create the 'Qumei Jingdong Home' officially unveiled in Beijing's North Fifth Ring. The Qumei Jingdong Home is divided into three floors. The first floor includes the Pan-Home Brand Zone, the Living Model Room, and the Restaurant Rest Space. It covers 32 fast-moving items, woodworking, floral, children's toys, audio-visual, book bars, etc. Brand, create high-quality coffee, food, book bar space; the second floor space includes Qumei 7 series products, real-life model room and commercial display composite space planning, to meet the needs of customization, purchase of furniture and soft furnishings; The third floor is mainly for the crowd of rough house buyers, and there are customers who need to install the whole house. It provides a one-stop service including hard-packing, soft-packing, furniture, etc., to realize the customer's baggage. With the support of big data, the total area is reached. The 12,000-square-meter Qumei Jingdong House is a direct experience of living, eating, clothing, entertainment, and education, bringing consumers products, design, scenes, technology, aesthetics, art and other direct experiences. Shang, Qumei Jingdong The home has exceeded the traditional feeling of the furniture store. Through the NFC purchase electronic price tag, the consumer mobile phone can be posted directly to Jingdong Mall to place an order; Instant trigger VR virtual design and take technology, allowing customers to 'second understand' each product The vast amount of information such as origin, material, design details, consumer evaluation.
Just opened, the drainage capacity of Qumei Jingdong's home is highlighted. According to Qumei Home, during the 11th period, the traffic volume of Qumei Jingdong's home increased by 186.11% compared with the same period of last year, and the turnover increased by 262.01% compared with the same period of last year. The unit price increased by 67.22% compared with the same period of last year.
Home improvement company customer list value has improved
Although the concept of holiday marketing has gradually weakened in the home improvement market, promotion has become the norm, but in this year's Eleventh Golden Week, from the data of various home improvement companies, most of the home improvement companies in the performance of the 11th Golden Week last year. There has been a certain degree of growth. Most of the consumers who come to the store consult the whole package, focusing on environmental protection, price, and design.
According to the person in charge of the home appliance of Vatican, compared with last year, the annual output value of Van Gogh doubled. The performance in September was about 30 million yuan. Relatively speaking, the market was relatively flat in the 11th and 7th days. The number of signing owners is about 50, and the amount of signing is almost the same as that of the week of September. There is no growth or decline. On the one hand, Jin Jiuyin 10, in September, the owners who have concentrated on many renovation needs are concentrated, and in October, affected by holidays, so during the holiday period. It did not show a substantial increase in performance, but after all, it was the peak season, the basic output value was guaranteed, and the overall stability.
The data of the current decorative feedback shows that the amount of orders signed in the 11th and 7th days is 20 million yuan. The number of customers who have visited the company has increased slightly. The unit price of the customers has increased by a large margin. The customers who visited the customers are mostly self-contained, at the age of 30. Most people are up to 45 years old, and the pursuit of quality and service is getting higher and higher. The current decoration person in charge said that the overall performance of this year has shrunk severely, it is more difficult to do than in previous years, and more needs to be paid to have the effect of previous years.
The person in charge of Tiansheng Decoration said that the customers of this year's holiday mainly consulted the home improvement in the form of Internet platform, which was affected by the holiday. In addition, the recent second-hand housing transaction volume was small, the consulting volume was unstable, but the signing rate was higher than before. National Day signing The volume is 27, and the number of visitors is 65, which is an increase compared with the previous year.
Mr. Tang Jinbin, general manager of Ruibowen Rongfa Decoration Beijing Co., Ltd. revealed that during the eleventh period, many customers will be received every day, about thirty or fifty daily. The 20th anniversary of this year is held in October, so there are Promoted. She said that in October, after all, it is a season of renovation, the owners of rigid demand are more intentional and more accurate.
Although many consumers are looking for the whole decoration company to go for the overall decoration, there are also a certain number of consumers who have the need for partial decoration. Jiang Hong, general manager of Jingxing Decoration, told the reporter: 'Every day there are more than 20 customers. The number of signed orders increased by 20%-30% year-on-year. Some of them came to the consultation bureau, but most of them were still installed. Customers are concerned about material quality, construction quality, environmental protection, etc. This year, compared with previous years, due to the continuous regulation of national policies Compared with the year of residence, the performance of Jingxing is steady and slightly improved.
■Store action
Old-fashioned home shopping malls actively transform
In August of this year, Chengwai Chengjia Square Furniture Hall was reopened. It is presented in the 'block' mode, which is one of the key points for the upgrade of the furniture hall. Around the big home, flagship store, living hall, smart store, whole house customization , luxury, new Chinese and other new trends in the industry, Chengwai Cheng has upgraded the furniture brand, environment and services in an all-round way. Liu Yang, general manager of Chengwai Chengjia Plaza Market Operation, said: 'In turning the overall environment into more comfortable, leisure At the same time, we will also introduce Suning's easy-to-buy home appliances, lifestyle supermarkets and other formats to enrich consumers' choices. ' Liu Yang said that based on the home consumption as the mainstay of the big home strategy, the city outside the re-installed adjusted home The proportion of big stores and flagship stores has further expanded. Top 100 brands such as Yifeng, Yifeng, Huari, Qiang, Qumei have already settled in. Chengwai will further empower these home brands to become consumers. Provide more and more comprehensive product experience.
On the basis of the reinstallation of the hardware facilities of the mall, the Chengjiao Home Furnishing Plaza Mid-Autumn Festival, the celebration, the National Day three festivals, the launch of 'Thousands of People Eat Cakes', 'Mid-Autumn Auctions', 'Integrity Alliance' and other activities, multiple brands also During this period, the opening of new stores and sweepstakes were held. According to Liu Yang, during the two-year period of this year, the total turnover of Chengwaicheng exceeded 200 million yuan, a slight increase compared with last year.
From September 22nd to October 7th, Jimei Home's first autumn furniture and building materials fair and the first Jimei International Wine Culture Festival opened. Different from the traditional festival promotion, this Jimei home has carefully created the International Wine Culture Festival, wine tasting interaction. Jimei Square cheongsam show and other activities. It is understood that this Jimei home 'Drunk Love Mid-Autumn Festival, coupons enjoy the National Day' activities, a total of 8,000 sheets of 15 liters of 300 yuan appreciation coupons; 5,000 sheets of 50 liters and 1,000 yuan appreciation coupons, 5,000 minus 300 Yuanquan reduced the number of coupons by 6,000, driving sales of 80 million yuan, with an average daily traffic of 40,000 person-times and sales of 230 million yuan.