In 2015, the “Full House Customized Furniture†category appeared for the first time in the Tmall Double Eleven Sales Rankings. Although its total sales did not meet the “Residential Furniture†category, it also showed a trend that should not be underestimated. . The consumer group that accepts the concept of “customizationâ€, has “customized†awareness, and pays for “customized†objectively exists and is constantly expanding. However, one phenomenon that cannot be ignored is that the best-selling whole-house custom products of the Double Eleven are concentrated on the single product, and the real “full house customization†still needs to be placed under the O2O store.
The "single item" of the list
2015 Tmall double eleven full house custom class sales top ten list, mainly wooden doors, cabinets, wardrobe enterprises: TATA, Qianchuan, Maxim's three wooden doors; Sophia, Shi Niman two main wardrobe Enterprise; I Le, Gold, Zhibang, Simi four main cabinets, as well as Shangpin home delivery.
The first TATA wooden door on the list, the sales of the double eleventh on the day reached 136 million yuan, the most sold "explosion" is a white silent solid wood door; and the most sold item in Shangpin home is a Study room tatami computer desk combination. The other popular items are undoubtedly a certain wardrobe , a cabinet , a dressing table , a certain dressing mirror ...
Whether it is from the product line of the enterprise or from the products with more sales on the online platform of the enterprise, consumers remember that it is always a single product brand with obvious advantages. For example, the wooden door is TATA; the wardrobe is Sofia. This kind of thinking is deeply rooted in the minds of mature consumers.
Why is it "single product"?
Recently, Chen Wen and his team "only white shirts" WeChat articles, so that Vanke finally got the signs of life and death, many "pinners" users said they would like to see the white shirt of Vanke. This kind of guest who once could buy it, the scenery has passed, and it has been eclipsed in a short time. Now it is relying on doing a "basic product" thinking, and it has revived the second spring.
The experience of seeking the best and seeking the whole is also the practice of many furniture companies. In the market environment of economic downturn, overcapacity and diversified consumer tastes, focusing on the goal and maximizing its own advantages is not only one of the transformation paths of traditional furniture giants, but also the main weapon for customized furniture enterprises to win the e-commerce market. For the whole house custom furniture, it takes at least half a month to one month from the design of the customer to the final furniture installation, which determines that most of the experience must be completed online at the O2O store. Therefore, for the “Double Elevenâ€, which is fully involved and has a very tight time, it is not practical for a custom furniture company to sell “a whole set of productsâ€, and it is most reliable to sell “single itemsâ€.
The essence of a single product: let the product speak
In the e-commerce environment of “quick, accurate and preciseâ€, the practice of fast fashion brands has long proven that this is an era of chasing “single itemsâ€. "Affordable luxury" ZARA relies on "first-class design, second-rate materials, third-rate price" to make "light luxury" become a popular taste, and is deeply supported by young people with certain economic ability and design sense. Similarly, the “customization†of customized furniture is behind the consumer’s appeal for high-quality life; the biggest advantage of custom furniture is the ability to “adapt and adapt to local conditions†to create a refined and personalized home space. Well-manufactured items can stand out from the crowded products of the same kind, and its materials, crafts, etc. can withstand the details of time and consumer dialogue.
Lei Jun of Xiaomi said to Chen Nian, "Where the blind expansion of the past is the practice of the previous era, the future enterprises will be guided by the needs of users and use products to shape the brand." In the increasingly fierce competition of e-commerce, only products It is the weapon that can most impress people, and it is also the secret that eventually makes "passers turn powder."
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