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勇夺地板行业三连冠 大自然家居双十一“狠给利”促销活动落下帷
作者:admin 发布于:2018-12-01 11:50

11月12日0点整,随着天猫生意参谋平台数据定格在2.37亿元,大自然家居双十一“狠给利”促销活动落下帷幕。凭借强大品牌号召力、精准的用户洞察、经销商角色战略调整,以及创新的营销能力,大自然官方旗舰店,勇夺天猫“双十一”地板品类第一名、全屋定制行业第五名。这也是大自然地板第三次在“双十一”大战中夺得地板行业第一的荣誉。
 
At 0 o'clock on November 12, with the data of Tianmao Business Staff Platform fixed at 237 million yuan, the promotion campaign of "Giving Benefits to Natural Home" came to an end. With strong brand appeal, precise user insight, strategic adjustment of dealer role, and innovative marketing ability, the official flagship store of nature has won the first place in Tianmao's "Double Eleven" floor category and the fifth place in the whole house customization industry. This is also the third time that Nature Flooring won the first honor in the Flooring Industry in the "Double Eleventh" War.
 
 
 
以用户需求为导向 优化产品和服务
 
Optimizing Products and Services Based on User Demand
 
 
 
今年11月11日,是“双十一”的第十个年头。纵观整个家居建材行业,受宏观环境、消费升级、用户理性回归等多种因素影响,今年的双十一多了狂欢和社交元素,少了往年的拼业绩、拼数据。电商在家居建材行业的认知,也俨然回归理性。国内知名家居建材品牌大自然家居的表现显得可圈可点,从本次“双十一”成交额第三次斩获地板行业第一,可见一斑。
 
November 11 this year is the tenth year of the "Double Eleventh". Throughout the whole household building materials industry, affected by macro-environment, consumption upgrading, rational regression of users and other factors, this year's "Double Eleven" has more Carnival and social elements, less performance and data. The cognition of E-commerce in the home building materials industry also seems to return to rationality. The performance of Natural Home, a well-known domestic building material brand, is remarkable. This is the third time that the turnover of "Double Eleven" has won the first place in the floor industry.
 
 
 
“不同于以往线上向线下的单向传播形式,大自然家居搭建了一个流量闭环系统,实现线上线下相互赋能。通过梳理并分析用户数据,作为双十一作战的支撑。”大自然家居市场营销总部总经理姚武鹏表示,基于深入的用户研究,大自然家居今年以“7个狠”方针,即狠颜值、狠环保、狠便利、狠快捷、狠直观、狠透明、狠给利,提升消费体验,满足了消费者多样化需求。一方面,上线了年轻人喜欢的性冷淡色系产品,另一方面,大自然水性漆木门,也以高性价比和高颜值,首次亮相于大自然官方旗舰店。同时,这些极具性价比的产品,实现线上线下同款同价,赢得用户青睐。
 
"Unlike the previous one-way transmission form from online to offline, Nature Home has built a closed-loop flow system to realize mutual empowerment between online and offline. Through sorting out and analyzing the user data, as the support of the "Double Eleventh" campaign. Yao Wupeng, general manager of marketing headquarters of Natural Home, said that based on in-depth user research, Natural Home this year adopted the "seven ruthless" policy, that is, ruthless face value, ruthless environmental protection, ruthless convenience, ruthless speed, ruthless intuition, ruthless transparency, ruthless benefit, enhance consumer experience and meet the diverse needs of consumers. On the one hand, on-line young people like the cold color products, on the other hand, natural water-based painted wooden doors, also with high cost-effective and high appearance, first appeared in the official flagship store of nature. At the same time, these highly cost-effective products, online and offline to achieve the same price, win the favor of users.
 
 
 
 
 
深度拥抱O2O 经销商变身服务商
 
Deeply Embrace the Oxygen Distributor as a Service Provider
 
 
 
据大自然家居电商部门负责人汪总透露,今年“双十一”创下佳绩,另一个重要的因素,是公司对经销商角色进行战略调整,从产品销售商转变到服务提供商。“正是因为今年大自然地板500多个城市的经销商,积极主动参与到本次双十一活动来,打通服务,真正实现O2O。”
 
According to Wang Zong, the head of the Electronic Commerce Department of natural home, another important factor for this year's "Double Eleventh" success is the company's strategic adjustment of the role of distributors, from product distributors to service providers. "It is precisely because the distributors of more than 500 cities of Nature Floor this year actively participated in the"Double Eleventh Event"to get through the service and truly realize the O2 O.
 
 
 
一方面,集团总部转变身份从产品提供商到客户提供商。早在今年6月,大自然家居即着力组建数字营销中心,通过“引流-承接-转化-口碑”,建立起多维度的大数据生态系统,形成流量闭环,为双十一带来精准用户,实现转化。另一方面,为备战本次“双十一”,创新营销方式,从线上狂欢,延展到线上线下共振的家居消费场景,实现天猫平台与线下5000多家门店的互联互通,即用户在线上平台拍下特权定金后,在线下门店体验和选购。
 
On the one hand, the group headquarters transforms its identity from a product provider to a customer provider. As early as June this year, Natural Home focused on the establishment of digital marketing center, through the "drainage-acceptance-transformation-word of mouth", to establish a multi-dimensional large data ecosystem, forming a closed-loop flow, to bring accurate users to Double Eleventh, and achieve transformation. On the other hand, in order to prepare for this "double eleven" campaign, innovative marketing methods, from online Carnival to online and offline resonance of household consumption scene, realize the interconnection between Tianmao Platform and more than 5000 offline stores, that is, after users take privilege deposits on the online platform, online and offline stores experience and purchase.
 
 
 
大家居导向 全屋锦鲤狠让利
 
Residence-oriented house-wide Koi
 
 
 
近年来,“大家居”一直是中国家居建材行业各大品牌追随的热点和焦点,既被称为大势所趋,又苦于不得章法。大自然家居自2011年在香港港交所上市以来,业务品类从地板拓展到木门、橱柜、衣柜、壁纸、整体家装等,其大家居战略进展如何,也是备受关注。
 
In recent years, "big house" has always been the focus and hotspot followed by major brands in China's household building materials industry, which is called the general trend and suffers from unreasonable laws and regulations. Since its listing on the Hong Kong Stock Exchange in 2011, Natural Home has expanded its business category from floor to wooden doors, cabinets, wardrobes, wallpapers, and overall home furnishings. The progress of its residential strategy has also attracted much attention.
 
 
 
今年“双十一”,大自然家居整合了其旗下各品类产品,推出“抽幸运锦鲤,送全屋装修”活动,涵盖地板、木门、橱衣柜、软装、环保家装等多品类产品,以及安装服务,合计价值20多万元赚足了眼球,真真切切让利消费者。
 
This year, Shuangxi Natural Home integrates all kinds of products under its flag, launches the "Draw Lucky Koi, Send the whole house decoration" campaign, covering flooring, wooden doors, wardrobes, soft clothing, environmental home decoration and other categories of products, as well as installation services, a total value of more than 200,000 yuan to earn enough eyeballs, really to benefit consumers.
 
 
 
对品牌而言,“双十一”是一次检验品牌、营销、产品、服务的机会。据透露,未来,大自然家居将继续以用户为中心,不断升级产品和服务,带给消费者更好的体验。大自然家居线上的双11虽已结束,但线上的返场促销及线下的万人疯抢仍持续。作为行业首个幸运锦鲤名单,将于11月12日11点11分揭晓。
 
For brands, "Double Eleven" is an opportunity to test brand, marketing, products and services. It has been revealed that in the future, nature home will continue to focus on users, constantly upgrade products and services, to bring consumers a better experience. Although Shuang11 on the Nature Home Line is over, online return sales and off-line mass snatching continue. As the industry's first lucky brocade carp list, will be announced at 11:11 on November 12.

 


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