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          首頁 > 生意經 > 促銷 > 年中大促:家紡營銷如何過節

          年中大促:家紡營銷如何過節

           2014-6-27

            

          年中大促:家紡營銷如何過節


            近年來,隨著“年終大促”逐漸成為一場銷售定式和消費期待,使得家紡企業不但不再畏懼傳統淡季里的炎夏“高考”,還越戰越勇,從線上激戰延伸至線下狂歡,京東“6·18購物大趴”、天貓“年中大促,5折瘋搶”,各地實體店里的打折招牌也在宣告著“年中大搶節”的到來。而本季夏天,巴西世界杯的啟幕無疑更為這場銷售盛宴燃起一把火,將商家的促銷火拼和消費者的購物激情推向了極致。
            
            終端之戰“上下齊發”
            
            在2014的日歷即將翻開過半之時,家紡商家也急于為自己的上半年業績單添上靚麗的一筆,于是低價促銷成為了最直接、也最有效的手段。在各自預熱之后,電商2014年中的巔峰之戰已“火力全開”。近日,記者登錄京東商城、天貓商城等大型電商平臺,“6·18大牌返場,爆品低至3折”、“家紡盡情逛,低至2折”、“家紡夏日盛宴,8大品牌收官大促”、“巴西style進我家”……各式招數和誘人低價引人“出手”。
            
            根據數據魔方顯示,今年5月在淘寶和天貓平臺上的床上用品類目里銷售額前十的品牌中,水星排名第一,5月總銷售額約為5269萬元;富安娜緊隨其后,銷售額約為3417萬元;博洋位列第三,銷售額接近2000萬元;排名第四的金喜路銷售額約為1832萬元;并列第五的是夢潔和恒源祥,5月銷售額都接近1800萬元;羅萊排名第十,5月銷售額約為1222萬元,不過羅萊集團旗下的子品牌LOVO在5月的成績可圈可點,僅單一品牌就斬獲了超千萬元的銷售額,居于熱銷品牌第十一位。
            
            “網上商城的年中大促真心很給力。”網購者常女士一邊點鼠標下單,一邊對記者說道。記者在天貓年中大促的宣傳網頁上看到,水星家紡銷量最多的3件產品是促銷價119元的奧斯丁玫瑰四孔夏被、促銷價228元的薰衣草藤席3件套、促銷價138元的暖絨四孔春秋被;富安娜銷量最多的3件產品是促銷價369元的盈盈暗香純棉4件套、促銷價399元的玻璃球全面4件套、促銷價99.6元的決明子香薰花草護頸保健枕;而促銷價156.8元的雙人冰絲涼席、促銷價168.95元的4個裝時尚清新枕芯、沐妍高支全棉印花4件套則領銜博洋家紡的銷量榜單。記者發現,多個品牌的暢銷品涵蓋了四季的多品類產品,之所以銷售飄紅,優惠價格是首要因素。據粗略估算,產品的線上售價全部低于原價的5折,有的“搶手款”甚至是2折、3折出售。
            
            水星家紡總經理李裕陸說,電商一直是水星很重視的渠道,且電商渠道的增速要比傳統渠道的增速高出數倍。“目前,我們的電商渠道主要是在天貓、京東和1號店,產品的銷量都在快速增長。2013年,水星在電商渠道的表現非常突出,比2012年增長了80%。今年,我們的百麗絲品牌也將進入電商渠道銷售。”
            
            誠然,電商所改變的,不僅是家紡零售市場的格局,更是一大撥消費人群的消費習慣。李裕陸表示,現在的85后、90后一分鐘也離不開電腦,他們對網絡運用的熟練和依賴,使得網購順理成章躋身當下最流行、最便捷的購物方式。不過,想抓住這樣一個目標消費群體,在產品和服務方面,都要為他們“量身定做”,因為他們永遠在追逐最時尚、最有趣、最熱門的話題和產品。
            
            業內人士認為,家紡類產品因其標準化的產品屬性在線上仍有很大的發展潛力,而傳統企業在線上市場也仍然具有一定優勢。羅萊家紡副總裁王梁說:“除了純線上品牌LOVO外,羅萊還計劃分批上線集團10多個品牌,以占領線上的不同市場。”
            
            在企業線上激戰的同時,記者在北京西單、王府井等商圈的多家商場內看到,線下終端也在歡度“年中大搶節”。在漢光百貨7層家紡區內,“大搶節:不是狂買,是狂會買”的招牌隨處可見,商家打折促銷的海報色彩醒目。除了線上熱銷的品牌以外,馨亭、紫羅蘭、惠誼、安睡寶、棉田……諸多品牌都有低于5折的促銷活動,馨亭家紡專柜還特設了6月特別推薦展臺來吸引客流。家紡區的負責人表示,雖然實體店的客流量難比線上的購買量,但品牌產品在保證優質的前提下,又有低價,的確足夠誘人。
            
            渠道有望“上下融合”
            
            拓展市場,渠道先行。在競爭日益激勵之時,如何破壁渠道,先人一步搶占商機?諸多家紡企業都在作出嘗試。
            
            據李裕陸介紹,目前,水星在大力發展海外渠道,已經在美國紐約等地開設了8家“Mercury”自有品牌的加盟店,并由美國的加盟商經營,迪拜的旗艦店也已開業。公司成立了海外事業部,專門開發符合美國消費者審美眼光和使用習慣的產品系列,銷售狀況很好,可以說在當地市場站穩了腳跟。在廣告投放上,水星也在不斷動腦筋。李裕陸說:“以前,我們的廣告多投放在湖南衛視中央電視臺等媒體,投入雖大卻很難做到精準,但通過網絡用戶搜索和觀看習慣進行數據分析后,找到我們需要的人群,有針對性的投放廣告,就可以實現目標消費者的精準推送,并產生良性互動。”
            
            除了傳統的渠道模式外,時下最流行的O2O模式,可謂是企業最想破解的課題。李裕陸表示,目前水星還是“上下分開”,針對線上線下開發不同的產品。“對于O2O,我們現在先從直營店開始試點,嘗試線上線下融合,但加盟商的融合還尚有一定的距離。”
            
            王梁表示,傳統家紡企業擁有著互聯網企業所沒有的殺手锏,就是打通線上線下渠道。以羅萊為例,線下3000多家門店形成了巨大的門店覆蓋網,如果能做到線上線下真正打通,那么上午你在網上下訂單,信息馬上就會推送到線下門店,下午貨品就能送達客戶,并試鋪、熨燙好,這種當日送達與超值體驗的服務將會“粘性”十足。同時,他也坦言,“上下融合”的關鍵堵在了“利益”的死穴上,企業內部的利益,企業與加盟商、渠道商的利益,如果利益難以平衡,優勢就成了劣勢。
            
            如何打通線上線下,解開渠道之困?近期熱門的碼上淘、順豐嘿客、友寶等逆向O2O模式的出現,又為家紡企業提供了新鮮的借鑒。如果說之前講的O2O是商家在線上捕捉消費者,隨后延伸到線下完成交易,即正向O2O,那么逆向O2O就是在線下捕捉消費者,在線上實現交易閉環。實踐證明,單純地采用線上到線下的模式會產生許多問題,而逆向O2O模式的出現,讓線下體驗和線上消費結合得更加緊密,擴大了線上銷售品類的同時,也在一定程度上消除了傳統網購帶來的阻礙。
            
            有人預測說,未來的零售業需具備三大特點:會變成線下與線上的結合;同質化的強調功能性的產品將越來越沒有競爭力,而那些擁有一流用戶體驗的產品才會脫穎而出;配合互聯網大數據,進行個性化的推送。或許,未來的零售業態就是一個個智能的售貨柜,是線下體驗線上消費的連鎖便利店,抑或是一種尚未出現的商業形態,但可以確定的是,互聯網將使得零售業以更低的成本為消費者提供更高性價比的商品。

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