"The unit price is high and easy to start." The reason why Tmall pays so much attention to the home sector is its characteristics in the home industry and its rapid development. At the end of the Tmall "Double 11", there are 17 stores with a transaction volume of over 100 million. Among them, the furniture and home textile industry takes up four seats. As a furniture category, All Friends is the only furniture company that has entered the top 10. Furniture e-commerce, sofa is a big head as a furniture category, Quanyou home is still the big winner this year, with a record high of 130 million yuan, and won the first place in the category of furniture category for three consecutive years. The person in charge of the All-Friends Home E-commerce told the Chengdu Business Daily (microblogging) reporter that the promotion once again surpassed last year's performance. From the preliminary analysis, sofa furniture accounted for 60% of total sales, an increase of 20% over last year, bedroom furniture accounted for 30%, living room and restaurant accounted for 10% of total sales. It is understood that through the summary of e-commerce activities last year, sofa furniture is easy to install, but also belongs to single products, online shopping consumers are more likely to accept such products in e-commerce consumer behavior, one of the sofas, this year, one day More than 7,000 sets of sales, sales reached more than 20 million yuan. Standard products, even if the inventory is also accepted, among the three large domestic retail listed companies, there are two transactions of Luolai Home Textiles and Fu Anna. There are two companies in the home textile category with a turnover of over 100 million to become the highlight of the textile and garment industry. According to industry analysts, the main reason for supporting the strong home textiles is that the hot sale in the first half of the real estate market will be transmitted to the home textile market in the second half of the year; in November, it will be close to the traditional home textile promotion month, and the promotion will be guaranteed; the relevant enterprises will implement the O2O model and operate the Internet. There is a breakthrough. In fact, the standard products of home textiles account for a certain proportion, and the stocks left over from previous years are still guaranteed. The lighting is going to be out, the brand is the deciding factor. According to industry insiders, the overall sales of “double 11†lighting industry e-commerce is “excitingâ€. It is understood that Op Lighting, Ao Duo, Chau Ming Han source and other lighting brands have exceeded 10 million mark, Op Lighting has topped the list with sales of 60.18 million yuan, and sold more than 400 opgleLED bedroom ceiling lamps. Ten thousand yuan, of which sales in Taobao Mall is nearly 50 million yuan. However, the lighting market is going to be out, and the brand is still one of the most important determinants. Pirates provoke “double 11†merchants to “ghost firesâ€. Brushing orders mean increasing sales by falsifying, without actually purchasing. In this "double 11" competition, it seems that it has been repeatedly prohibited. It is understood that in 2012, the home textile brand represented by the stores Mercury Home Textiles, Weike Home Textiles, and Boyang Home Textiles also showed repeated purchases of the same-named user ID in the transaction record. Therefore, Tmall has been questioned by the data “water injectionâ€, which also cast a shadow over the transaction amount of 19.1 billion yuan. Since the beginning of this year, merchants have clearly felt that Tmall severely punishes false transactions, and adopts mandatory means such as deleting explosives, deleting product information, reducing power, and prohibiting participation in activities. However, there is still news that a few days ago, a mattress brand was involved in the Tmall "Double 11" promotion, a mattress brand was driven out of the main venue because of the single. It seems that the single sheet is not a separate phenomenon in the furniture industry. According to the media, many shops were closed down this year because of allegedly cheating. Among them, the m9 flagship store was first sealed. In the m9 transaction record, it was found that there was a blank record between 7 and 11 o'clock at 7 o'clock. Thereafter, the goods transaction returned to normal. At the same time, the company involved in the closure of the Tmall due to allegedly cheating a single cheque also includes a number of clothing stores. But yesterday, the Chengdu Business Daily reporter contacted Tmall on this issue. The relevant staff of the public relations department said that they did not receive relevant information. On the other hand, many brands have been very resentful about the misappropriation of multiple designs of their own Tmall store in the Tmall "Double 11" event. Among them, Lin's wood industry, which has done a good job in Taobao, was also stolen in the “Double 11†campaign. According to the Chengdu Business Daily reporter learned from Lin's wood industry, Lin will set up a special team to deal with the matter, complaints, rights protection, does not rule out the law.
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