Recently, Tmall proposed the new gameplay of O2O, which aims to improve the user experience through the cooperation of the online Tmall e-commerce platform and the offline brand store, attracting more users to participate in the experience and consumption. However, this practice has encountered a boycott of some home furnishing companies. Home-based companies that resist cooperation say that traditional home stores are not resistant to e-commerce, and the purpose of resisting other e-commerce platforms is to make full use of their e-commerce platforms.
In the “Double 11†promotion that has gradually warmed up in recent days, some local home furnishing companies in Huizhou have extended their sales from physical stores to their own online platforms to realize the benign interaction between online self-ecommerce platforms and offline stores.
Network channel expansion business
Huizhou home furnishing stores have launched promotional activities on the occasion of the “Double 11â€. Among them, Huizhou Huiquanshan Baojiantao Supermarket launched a limited-time, bare-price snap-up activity for the “Double 11 Naked Feast†from November 5th to November 11th. The merchant not only promotes the event in the store physical store, but also uses the popularity of the local forum to attract netizens to sign up online to participate in the event, to achieve online online registration and offline live purchase interaction, online registration has double discount.
In addition, Huizhou Jianai Home Maidi Store will launch the “48-hour annual discount for the whole city†on November 16th and 17th. The event has not yet started. It has been promoted on its official website and uses its own Weibo, WeChat and other interactive platforms.
With the popularization of communication media such as Internet, Weibo, WeChat, etc., people's access to information has gradually diversified, and furniture companies have also tried water network marketing. Many home stores have implemented discount sales, sweepstakes promotion, point promotion, and gift promotion on the Internet. .
Insiders pointed out that some well-developed home stores will use today's media channels to not only use live advertising, traditional media promotion forms, but also use their own WeChat and Weibo platforms to interact to enhance brand awareness and citizen participation.
Store experience, online order
At present, the best way to promote the cost-effectiveness of online marketing in home stores is to interact with online stores and offline stores, that is, online stores and offline stores form a community of interests.
Some brand home stores in Huizhou use their own popularity and physical store network to achieve the "store experience, online order" sales model.
Jane Eyre has a physical store in Huizhou Maidi, Jiangbei, Huiyang, Huidong and other places. On the official website of Jane Eyre, there is also its own online store. Ms. Lin, a girl in the Jane Eyre home official website, looked at a sofa and went to the Jane Eyre home, where she was going to experience the test. She said that online purchases, more concessions, know that the sofa is also a simple love home Huizhou warehouse here, unified delivery, it is more assured.
Among the household catalogues, the easiest products to achieve online transactions are those with relatively small consumption, convenient product delivery, distinctive product features, and large differences in appearance. Therefore, functional small items such as home accessories and soft fabrics are the easiest to trade online.
In addition to the physical store part of the furniture style can be placed online, there are online purchase of home accessories and soft-packed products.
According to industry insiders, online shop stores provide goods and services to users through offline specialty stores, and make e-commerce channels a platform to increase popularity and accumulate customers, thus achieving seamless and complementary linkages online and offline.
Online and offline products need to be differentiated
Industry insiders reminded that home enterprises must realize online transactions, how to combine with physical display and ultimately highlight the core competitiveness of cheap prices; in order to avoid destroying the existing price system, how to distinguish some online products from offline products, It is a problem that home businesses must consider when doing e-commerce.
With the approach of the “Double 11†home marketing campaign, the online home shopping mall has launched a variety of promotional activities, providing online shopping furniture “home delivery†and “free installation†services mainly concentrated in some big home brands. The original physical marketing network of these brands has been relatively perfect, and the physical stores are spread all over the country's major cities. With the original marketing network, online marketing can be improved. However, the after-sales service of large furniture brands can only be concentrated in major cities, and some remote areas still cannot enjoy them.
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