"In just one day, it seems that the world has changed." Some people couldn't help but sigh in the face of the huge household consumption power brought by the "Double 11 " that lasted only 24 hours . According to incomplete statistics, only 11 Lynx mall furniture total sales category on more than 3 million furniture ranked first in the category of Friends of the entire home sales exceeded 1 billion and ranking among the Lynx sales TOP10. The industry pointed out that if the data of building materials and home textiles are added, it will be "more incredible." However, during a survey by Sohu.com reporters, it was found that there are also chaos such as "manufacturers control dealers to brush up transaction data" and "transaction data can't match" along with sales performance. "Double 11 " helps merchants earn enough popularity and new customers, which is undeniable. But after the excitement, we need to calm down and think carefully. Just a small National Day holiday a month ago, the original Golden Week household consumption is having a "bleak" situation, why the "double 11" can detonate household consumption? After the feast, do brand owners really benefit?      [Double 11 e-commerce madness: amazing achievements in the furniture industry, all-day sales of all friends exceeded 100 million]      [Crazy "Double Eleven": Home Furnishing E-commerce Whole Industry Chain Integrity Examination] The sales of furniture, building materials and home textiles show a "blowout" The expected "Double 11 " came as scheduled, but what is surprising is that the energy of the "50% off the audience" event has so much burst this year. As of 24 o'clock on the 11th, Taobao "double 11" total transactions has reached 19.1 billion yuan, 5.2 billion yuan more than last year, nearly 2 times. As a traditional industry of home furnishing industry, the achievements made during the "Double 11 " period are even more impressive. The reporter learned that the top eight in the sales performance of the "Double 11 " furniture category are Quanyou Home Furnishing, Gu Home Furnishing, Lin's Wood, Chivas, Kumanju, Hegou, Huari Home Furnishing, Qumei Furniture. Among them, the sales of Quanyou Household , which ranked first in the furniture category and appeared on the top 10 list of Taobao ’s “Double 11 †sales, exceeded 100 million, and its official Weibo announced at 23:30 on the 11th that “the transaction volume was completed half an hour in advance. 100 million, more than 30,000 transaction amount. " In addition, the turnover of Gu Jia Household, the second-ranked furniture company , was more than 60 million, which was an increase of 2448 times the turnover of 24,668 yuan on the non-promotion day of November 10 ; It is more than 40 million; the sales of Chivas and Kumanju ranked fourth and fifth are more than 21 million; in addition, Jiayimei, which has only been online for more than 20 days, has also exceeded 2 million. "Building materials" category, "Double 11 " sales performance in the top eight are Jiumu Sanitary Ware, Aoduo lamps, TATA wooden doors, Op lighting, Midea lighting, Bell floor, Sun icon floor, Dulux paint, the sales volume of the above brands have exceeded Ten million. Among them, the sales volume of Jiumu Sanitary Ware, which ranks first in the building materials category, was 34.3 million, and the sales volume of Aoduo lamps and lanterns was 34 million; while the custom-made building materials, Bell Floor, Sacred Elephant Floor, and TATA wooden doors, all exceeded 15 million. As for the other category "Home Textiles", as of the date of the press, there are still many businesses that have not announced results. The reporter learned through Taobao's open software data cube that the top five are Luolai, Fuanna, Mercury, Boyang, and Mengjie. Among them, the number one Luolai Home Textiles has a transaction value of 53.38 million, and the number of goods sold is 177,000 . The fourth-placed Boyang Home Textiles had a transaction value of 40.63 million, and the number of transactions was 137,000 .     But the strange thing is that the public data that the reporter saw on the official Weibo of Boyang Home Textiles and Mercury Home Textiles did not match the data released by Taobao Rubik's Cube. The data of "Double 11 " published by Bo Yang Home Textiles Weibo was "the sales amount exceeded 139 million. Yuan, total orders of 510,000 orders ", Luolai Home Textiles' " double 11 turnover exceeded 90 million, more than 2.33 million transactions , ranking first in the home textile category. " It is not clear why the two sets of data are so different, and why the top-ranked Luolai Home Textiles hasn't sold as much as Boyang Home Textiles. "Double 11 " home e-commerce accused of showing three major chaos Although the duration lasted only 24 hours, there were still various discords under the signs of prosperity brought about by the "Double 11 " campaign, and there were constant doubts on Weibo. Chaos 1. Who is placing the order? The reporter searched for "bill list" on Weibo, and a large number of screenshots about "brush list" of Boyang Home Textiles and Mercury Home Textiles appeared. There are screenshots to prove that a quilt with a price of 9999 yuan for Boyang Home Textiles has been purchased many times by users such as "Zhang ** wei" and "Show ** qing", and " w ** i " has purchased 20 at a time . ; Another quilt of 29999 yuan also shows "Zhang ** Wei", "Show ** Qing" and several other users bought many times. In addition, Mercury Home Textile ’s “bill-listing†control is more obvious, with the same ID buying 500 sets of bedding . In response to the question, Bo Yang Home Textile responded that this event was an online and offline O2O linkage, which attracted some franchisees and customers to buy directly online, but the reporter found that on the home page of Bo Yang Home Textiles Tmall store, it did not promote Two products. Regarding this phenomenon, the industry's performance is very calm. "Billing orders is no longer a secret. Only when a few more companies such as Boyang and Mercury brush orders, can sales go up." But November 11 Zhang Yong, president of Lynx publicly stated in an interview for "Bo Yang textile, Mercury textile scalping, Lynx is paying close attention to detail and track orders," Zhang Yong of the response to which is the default "scalping "Phenomenon. Chaos II, the wrong data In addition to the "swipe" phenomenon, the reporter also calculated an account for the merchant, but found a strange phenomenon. Taking Luolai Home Textiles as an example, the data released by it is "the transaction amount exceeded 90 million, and the transaction amounted to more than 2.33 million transactions ." In this way, the average transaction value of a single signing was 38.62 yuan. However, the reporter saw in the official online store of Taobao of Luolai Home Textiles that its most expensive product was a bedding priced at 22,800 yuan, while the cheapest product was a rattan mat priced at 339 yuan. If the "Double 11 " 50% discount on the whole site is counted , the cheapest single transaction price of Luolai Home Textiles is 169.5 yuan.    In addition, the reporter learned through the Taobao open software data cube that the transaction value of Luolai Home Textiles' "Double 11 " was 53.38 million yuan and the number of goods sold was 177,000 ; the transaction value of Boyang Home Textiles was 40.63 million and the number of transactions was 137,000 . This is very different from the "transaction volume of 90 million and more than 2.33 million transactions " and "transaction volume of 139 million yuan and total orders of 510,000 orders" announced by the two companies on official Weibo . Which data should prevail? At present, the company has not given a positive response. Chaos III. Who benefits? A netizen who claimed to be "Boss Zhu" posted on Weibo that, "Originally, Taobao was used by distributors around us to sell tens of thousands each, and now Taobao is injured but it was the dealer who paid the money." Why can a brand on "Double Eleven" sell for tens of millions or even hundreds of millions a day? "Not all customers have chosen the local store and returned to the online order. The dealer paid the rent and renovated the store to train employees, but the profit was taken away by the manufacturer, and the dealer was still alive." Subsequently, the "Boss Zhu" deleted this Weibo and sent another Weibo clarification: "Because the dealers later opposed it, it was not implemented." An industry insider who did not wish to be named told reporters that there are not a few companies like this. This kind of operation has long been an unspoken rule in the industry. The industry pointed out that concentrating the usual volume of orders to a certain volume is only to show the phenomenon of performance explosion to the outside world. Another netizen "Gao Xian gao " analyzed: How do the special products launched in this promotional event transform and drive the sale of regular-priced products in physical stores? If the customer's negative evaluation of the product price of the physical store because of this special offer will be more than the gain. In addition, the reporter also found that before closing all offline stores, and announced that the focus on e-commerce Kebao did not participate in the "Double 11 " event. The person in charge told the reporter that he did not participate in the event due to internal adjustments, but organized an offline event on the 11th . In addition, Qumei, the originator of home e-commerce company , also performed extremely low-key during the "Double 11 " period, ranking only eighth in the furniture category. Industry: Three major issues torture the home furnishing industry Question one: What should we do in the future? During the interview, the reporter found that most people who participated in the "Double 11 " shopping are out of the "picking cheap" psychology, aimlessly browsing the web, and as a result purchased a lot of "future necessities". Netizen Mr. Zhang dazzled the reporter with the shopping list for the "Double 11 ", 125 yuan of bedding, 2000 yuan of milk powder, 1290 yuan of children's bed, 2 pieces of down jacket, "four of them, the children's bed are temporarily used No, but I bought it because it was cheap. Now I am a little worried about where to put the bed. " Consumers like Mr. Zhang who “overdrafted†the future necessities in advance are endless. The industry pointed out that if hundreds of millions of household consumption are overdrawn for future consumption potential, the company's wallet will temporarily "swell up", but what should be spent in the future? Question 2: Who really benefits from the gorgeous data? It is understood that businesses operating on Tmall need to deduct technical service fees in proportion to sales in real time, commonly known as "Tmall commission". It is reported that the royalty percentage 3% --5%, while the textile merchandise put furniture becomes 5%. Based on this calculation, Tmall received a commission from Quanyou Household or more than 5 million yuan. In addition, Tmall will also charge merchants a certain amount of advertising fees. It is understood that for each user who clicks into and successfully purchases from the ad position on the Tmall homepage, the merchant needs to pay Tmall 30-30 yuan for traffic advertising fees. In an interview with a reporter, every time they touched on the topic of "profits", the business was vague. The industry pointed out that the profit of home e-commerce is basically maintained at about 6% , and this "Double 11 " under the hard conditions of "50% off the whole site" and "free shipping", eliminate the inherent production costs and logistics costs of each product 3. After-sales costs, the profits of the merchants are running out. After deducting the various fees paid to Tmall, are the beneficiaries still "excited" merchants? Question 3: Is e-commerce VS stores a terminator of traditional channels? Faced with the achievements of the "Double 11 " as soon as possible , there are many criticisms. However, some people in the industry pointed out that the sales of "Double 11 " in just 24 hours were 19.1 billion yuan, and many home chain stores in the home industry have nearly 100 stores in the country , involving thousands of brand manufacturers and tens of thousands of distribution. Business, hundreds of thousands of staff, but annual sales of only 30 billion. The industry pointed out that regardless of whether e-commerce is the terminator of traditional home furnishing channels, this phenomenon is enough to arouse the concern and thought of the entire industry. Four Axis Machining Service,Five Axis Machining,Four Axis Machining,Five Axis Machining Service Lizhi Precision Manufacturing Technology Co.,Ltd , https://www.autoindust.com