Many Brands Participate In The Promotion Of "Big Lie" And "Quality" Calls For Standard Upgrading.

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The launching of the mid year sales promotion was pushed to a climax in June 18th.

The brand's ultimate promotion campaign also broke out on this day.

Full Li, Cross shop 3 free 1, red packet big delivery, low price spike...

Consumers are dazzled by the fact that there are no lower and only minimum promotions.

In fact, since the beginning of June, the big promotion has been in a high-profile start, because "6. 18" is not just a day's holiday, but the whole June carnival.

On this carnival stage, not only the Jingdong dance solo.

Suning, Gome, Amazon and other electronic business platforms have also used all kinds of skills to become Jingdong's "partner dancers".

In order to snatch the customers, they staged a war without gunpowder.

Many brands participate in the promotion of "big lie".

In the big promotion, the home textile brands are in step with their platforms, hoping to seize this opportunity to fight a beautiful battle in sales.

Through search, reporters found that Mercury, Luo Lai life, Qian Huang, old mattsman, Bo Yang, fuanna, sunny days, home textile brands all participated in the "big lie" through Tmall or Jingdong platform, and their products were sold at a discount of 50 percent off or even lower.

The temptation of low prices is also attracting many consumers.

As of press release, in the Tmall home textile special field, many brands of some single products have made remarkable achievements. For example, a silk household of Qian Huang home textile has been sold monthly for 1158 pieces; a home made cotton four piece monthly sales volume of 4079 pieces is sold; the sales of red bean home textile has been sold for 4115 months in summer; the sales of a thickened vine mat made by the old household textile 70 percent off has been sold for 11822 months.

During the interview, reporters found that many consumers had long ago placed their favorite products in the shopping cart before "big lie" and bought them when they waited for "big lie".

Ms. Zhong is the representative of consumers. She bought 5 quilts with different patterns and materials.

"In fact, these products have been promoted before the big promotion, but the intensity is not big enough, so I have never played.

In this "big lie", the business discount increased to 50 percent off, so that I bought most of the summer is more than 100 yuan before "big lie" before, and some even cheaper 200 yuan.

She said happily.

Cheap selling is actually a difficult choice.

Customers can spend less money to buy their favorite products.

Then, is the price side of the brand side the same mentality? An unnamed home textile brand official told reporters: "low price promotion is a double-edged sword. We can obviously get more sales volume when we participate in this activity, but at the same time, it also reduces the profit of the product and affects the image of the brand to a certain extent.

But if we do not participate in the war, we will lose our attention and create opportunities for our competitors to catch up.

Obviously, the annual "big lie" is a dilemma for some brands.

In the interview, many brand enterprises have expressed their own image, especially the high-end brands. They generally want to convey a lifestyle or attitude towards life through the products they sell, which is obviously not measured by product prices.

This is why some international brands insist on not reducing prices.

However, since the beginning of last year, more and more international brands have joined the ranks of price reduction promotions. Even Chanel, a haughty luxury brand, has not been spared.

The reason why brands are so forbearance is that their market environment is too harsh.

If you want to survive, you must lay down your body.

Similarly, the reason why home textile brands lose their profits and image and bite teeth to take part in such a substantial reduction in sales promotion activities is also because traditional channels are becoming more and more difficult to do.

"Low price promotion will surely make the company lose some profits, but at the same time, the brand will be exposed to the greatest extent.

From this point of view, low price promotion can be regarded as an advertising marketing, and advertising is always invested, and this investment must be much less than that of simple advertising.

At the same time, if the brand can make good use of traffic, it will get more sales opportunities.

The home textiles brand leader, who did not want to be named, said.

More importantly, advertising is only a unilateral act of enterprises. It is very difficult to interact with consumers. But through online promotion to attract consumers to buy, the brand can also listen to consumers' evaluation of products at zero distance, which is conducive to constantly improving and optimizing the quality of products.

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"Quality" calls for standard upgrades.

In fact, upgrading the quality of net sales products has been involved in the "three real" commitments launched by "double 11" Gome online last year, but it did not form a "climate" at that time.

This year, the situation is very different. The Jingdong has promoted the theme of "Carnival of quality" directly, so that consumers can buy quality at low prices.

At the same time, Tmall also avoided cheap promotional gimmicks, launched the "big fans Festival", and began in March this year, "quality action."

This year's "6. 18" big lie, "quality" two words has become the biggest bright spot outside the low price.

Of course, the quality described here is not limited to the product itself, but also includes many aspects, such as the service attitude of the business, logistics speed, after-sales protection of products, and so on. For example, Tmall has made an article on the quality assurance service.

It is reported that in March this year, Tmall jointly launched 124 international home brands to launch lifetime quality assurance services and was formally implemented in June 1st.

This is the world's first lifetime quality assurance service standard for Tmall, and the warranty period for home products will extend from 3 years to 30 years.

The so-called "lifetime warranty" refers to the time when the business is committed to the design and use of the product. If there is any quality problem, the business will provide the consumers with repair, replacement of spare parts, replacement of new products or compensation for the additional services of the guaranteed fund.

"Lifetime warranty" means that the life of a commodity can be equal to or greater than the useful life of the commodity.

For different household products, the duration of lifetime warranty will vary according to the design life of the goods. The warranty time is 2 years, 3 years, 5 years, 10 years, 15 years, 20 years, and 30 years.

It is understood that in the home industry, the average warranty time is about 3 months to 3 years. Tmall's "lifetime quality assurance" service standard will undoubtedly provide consumers with quality after-sales service experience.

Obviously, the maturity of consumers' consumption concept and the awakening of rights awareness will shift the focus of competition.

When price is no longer a "killer" to attract consumers to buy, quality becomes the primary consideration for these e-commerce platforms.

Reporters also found in the interview that some middle-income consumers especially value the quality of products. The reason they choose online shopping is that this shopping method is more convenient and convenient, not just because of low price.

"I hope that online shopping can have more genuine and high quality goods to choose from, so that there is no need to worry about the obstacles to refund, even if the price is a little more expensive."

Ms. Li, who has just upgraded to her mother, said in an interview with reporters.

Ma Yun, chairman of the board of Alibaba group, also said that in the next 10 to 15 years, the entire middle income group in China will exceed 500 million.

These 500 million people are not sensitive to price, and the demand for high quality material and culture can bring the whole Chinese economy into full play.

In this way, the home textile brands that fight online will have both opportunities and challenges in the future.

For them, only by constantly improving their quality can they gather more consumers to become their loyal fans. If fans can enjoy quality, they will still be able to spend less money.