Home Industry "Double 11" Network Sales Exposed Three Big Screen.

Brush list is the secret of many brands involved in "double 11" network sales.

In addition to the previous personal brushes, this year there has been an alliance of brushing orders - a company specializing in brushing bills.

The prevalence of brush sales has injected water into the sales figures, making it the brunt of Tmall's "double 11" net sales.

The so-called brush list refers to a way to increase sales through the artificial way of placing orders online.

In previous years, Tmall's "double 11" activities, the main way to do the laundry is to launch the staff brush and the national distributor to operate. The capacity is limited and a little careless is easy to find. This year many businesses have brushed the single line to the professional brush company.

As early as the "double 11" before more than a month, the big brush alliance has been active in QQ, YY trade unions and Sina micro-blog and other social platforms, part-time recruitment for "double 11" large-scale brush up.

It is understood that these scrubbing associations are large and well organized. Before hand in hand, they will undergo professional training. There are strict requirements for browsing the baby for a few minutes, browsing at least a few treasures, collecting shop red packets, and chatting with customer service.

This year, Tmall set up several data statistics points for the "double 11" activities. One brand made no contribution during the whole day. Suddenly, sales came up at 18, probably because of the bill.

"Tmall's support for advertising and traffic is increased according to sales volume. Without such support, sales will not be good.

This horse racing mechanism will induce businesses to compete with each other. In order to get more resources and have a more advantageous position in the "double 11" ranking day, some businesses will not hesitate to brush.

A brand dealer revealed that the brushing force was no longer satisfied with the pre-sale and sales hype of various sub venues, but also aimed at shopping cart.

A businessman who had been displaced by his competitors' brush list was indignant. He pointed out that after a businessman's brush up to the top of the list, he even started shamelessly peddling his rich brush list. He said, "a shopping cart 0.2 yuan can help the ranking merchants to brush up their names."

Wang Zhirong, a lawyer at LAN Peng law firm, pointed out that making false sales through the brush list is actually a kind of advertising fraud, which violates the consumers' right to know. "Consumers not only have the right to know the contents of the goods themselves, but also to their sales volume."

Low price is the most important factor for Tmall's "double 11" to attract many consumers quickly. But is it true that the "double 11" can really steal the cheap and get the benefits at a price less than 50 percent off? According to people familiar with the matter, "double 11" final paction price is 10 percent off of the lowest paction price in the 57 days of September 15th -11 10, rather than the so-called "lowest price in the whole year", which is not necessarily the lowest price in history.

"Double 11" net sales price is not the lowest, it can be verified through the parity.

In November 18th, the Beijing Commercial Daily reporter registered on the "buy slowly" price comparison network to inquire about the sale of fuanna's home textile thickening winter quilt, which is selling well at the official flagship store of Tmall. It was found that the price of the commodity was 1980 yuan from October 24th -11 8, while in November 10th, when the "double 11" came, the price was suddenly raised 4980 yuan in November 10th, and the price was lower than 50 percent off in November 11th.

It seems that consumers in the "double 11" to buy cheap goods are not as imaginative as value for money, the price will first increase and then discount, or even the final price is more expensive than the original, this shady in the "double 11" activities is not a case.

The quality of products is also a key factor in measuring prices. If the quality is different, the low price is even more absurd.

Beijing Business Daily reporter learned that some manufacturers' products and offline products are not the same. They are specially designed for net sales. The price can not be compared. Some look exactly the same, but the materials are different, and the quality is different.

A real wooden furniture brand leader who did not want to be named revealed to the Beijing Commercial Daily reporter that a brand in Beijing has stores in its home and outside the city, and the "double 11" Tmall flagship store has the same product, and the price difference is very large. The secret is that it is wood on the Internet, and solid wood on the line.

After the complaint was made, the brand convened the national distributor conference overnight, stressing that the terminal salesmen must not give consumers the difference between the products under the line and the line.

Sacrificing the quality of products is cheaper than raising the price of products, which is even more deceptive.

In addition to counterfeiting on orders and playing tricks on prices, the "double 11" household industry has a big black eye, that is, those seemingly beautiful sales are actually accumulated through hoarding.

As we all know, "double 11" sales are calculated in the performance of 24 hours in November 11th. What we are all contending is the volume and sales volume of the day.

Beijing Business Daily reporter learned that this year, many home brands in order to boost the performance of the day, a month ago, launched the store under the national line to store up the list, unified in November 11th this day through online orders, and promised to give the price is cheaper.

So the accumulation of orders, for the "double 11" sales of this day mixed a lot of moisture, resulting in sales data is not true.

According to the industry insider, Tmall's sales amount for home brands is set up according to the quota. According to the different sales points, the difference from the 2.5%-4.5% is, the more the sales point is, the less the proportion is, and the manufacturers prefer to send money to Tmall to brush up the bills and store up orders to increase sales. The aim is to compete for a leading position.

In this era of Internet popularity, whoever can have a good ranking will attract more people's attention. Even if losing money is earned, there will be more opportunities for speculation.

For these acts of darkness, some of the formal operation of the home business is quite shameful.

Wu Chenxi, chairman of the TATA wooden door, resolutely opposed the counterfeiting behavior such as scalping. He said that the sales volume of water injection through false trading is of little value and significance to the industry and consumers. It will only allow the industry to enter a vicious circle and destroy the Internet process of the whole industry.