In 2018, the double eleven came to an end. Tmall's turnover reached 2,135, a year-on-year increase of 27%; Jingdong's double eleven accumulated orders amounted to 159.8 billion, a year-on-year increase of 25.7%. Among them, the categories of the light industry involving online channels mainly include household, household paper and stationery products.
The event commented on the light industry category double eleven performance. 1) Household goods category, during the double eleventh period, more than 44 home brands have sold over 100 million, of which Chivas Regal/Eupai Home/Sofia TATA wooden door Tmall channel increased by 119%/56%/48%/24% to 3.5/6.5 /8.1/770 million, the top 11 household income leader is expected to contribute 2pct - 5pct to the annual income. From the ranking point of view, Sophia, TATA wooden door, Ou Pai home ranked the top three in the whole house; Lin's wood, all-you-home, Gujia home ranked in the top three residential furniture (data source: Netease home, remove the actual home) 2) Domestic paper products, Zhongshun Jierou double 11 online sales of 300 million, an increase of 186%, ranking second in Tmall life paper.
The head effect is obvious, and online channel expansion helps brand players release performance flexibility. In the current low growth rate of the society, the turnover of the platform on the double eleventh line still maintains a growth rate of 25%+, which mainly benefits from the change of the consumption pattern of the residents and brings the resilience of online growth. From the list data, compared with the offline channels, the online head effect is more obvious. The original brand owners rely on the accumulated brand power and product power, even if they can quickly adapt and get better on the war. good grade. As far as the business model is concerned, for the household goods category, its offline service attributes are stronger, and the online channels are more effective for drainage. The actual landing service is undertaken by the local terminal stores, and the sales revenue is also included in the offline. For light-duty consumer products such as household paper and stationery, due to weak service attributes and strong product homogeneity, online channels are usually directly operated by enterprises, with the aim of directly increasing sales, and reducing marketing costs. Avoid the time and space restrictions of marketing business and accelerate the penetration of blank channels.
Comply with the trend of the times, pay attention to the light industry standard of continuous evolution of channels. For the household goods category, in the context of real estate pressure and hardcover housing trends, the growth rate of retail passenger flow has gradually slowed down, and all household faucets have strengthened online layout, such as increasing online promotion efforts and channel-specific styles to enhance the offline guidance. For the consumer light industry standard, Zhongshun Jierou and Chenguang Stationery have established a professional e-commerce operation team and configured the corresponding supply chain service system, aiming at the online business. Focus on light industry standards with continuous channel evolution, home areas: Sofia / Ou Pai home / Shangpin home and other household faucets; tissue paper: Zhongshun Jierou; stationery field: Chenguang stationery.
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