At 0:00 on November 1st, Dongpeng Ceramics will be on sale during Double 11. As of 24:00 on November 3, Dongpeng New Retail once again won the title of No. 1 in Tmall ceramic tile industry and building materials industry, getting off to a good start and winning the first battle.
01 had a good start and won the first battle, and once again won the title of No. 1 in Tmall ceramic tile industry and building materials industry
On November 11, within the first hour Dongpeng Ceramics Tmall Double Eleven sales exceeded 100 million , JD.com’s sales in the first two hours of sales exceeded the same period last year by 28 times.
02Dongpeng Tile 1 hour before Tmall 11.11, transaction completed Amount of over 100 million
Without any suspense, Dongpeng Ceramics once again presented a proud answer. As of 0:00 on November 12, Dongpeng's Double 11 new retail sales increased by more than 110% year-on-year. Beijing Dongpeng, Shaanxi Dongpeng, and Shanghai Dongpeng took the lead in breaking through 10 million in new retail sales this year.
With its strong strength, Dongpeng once again demonstrates its style as a new retail leader in the ceramic tile industry! Dongpeng's Double 11 also proved once again that Dongpeng's new retail 3.0 dimension-upgrading path, which empowers dealers to grow orders and improve capabilities, is more mature and has become a powerful tool to improve business continuity and certainty!
This year’s Double 11 war, Dongpeng Ceramics launched an all-out attack on 7,000 stores across the country to complete digital store upgrades The stores are even more powerful. And it has used its nirvana from three dimensions: terminal acceptance of conversions, localized private domain traffic, and seizing the medium and large board to increase the growth of new retail performance.
“The ability to undertake offline conversion is the key, Dongpeng has competitive productsWith unparalleled outlet coverage density, every 1% increase in terminal conversion rate will bring considerable increases to the group and dealers."
1. Double-line encirclement, use terminal barriers to promote transactions.
Tiles focus on experience, and the store's ability to undertake has also become an important factor in maintaining links with "people", attracting customers, and improving conversion rates in new retail scenarios. During the event, New Retail distributed more than 10,000 orders to dealers. How to effectively convert these 10,000 orders is the top priority.
To this end, the O2O operation team goes to key cities almost every month to conduct operational sprints in echelons, empowering terminals to continuously blast high-frequency and small-scale WeChat blasts, creating opportunities to lock in customer deposits without meeting; training communities The operation system method increases customer stickiness; expands the utilization of online resources, and intervenes in the form of local operation centers and local exclusive service consultants to increase opportunities to tap customer sources.
03 Use the terminal to promote transactions and achieve encirclement online and offline
During Double Eleven, the customer arrival rate in Chongqing alone increased by 69% compared to normal days.
At the same time, the data dashboard has been upgraded to realize new retail full-link data visualization and multi-dimensional (order dispatch, transaction, order receiving timeliness, production launch, customer stratification) store data monitoring, helping stores to respond quickly to local new retail customers and adjust response strategies. .
By closely combining precise online traffic with offline efforts and transformation, and implementing them in a unified manner, both high-altitude communication and market implementation were achieved, ultimately achieving a 20% year-on-year increase in the national transaction rate.
“If traditional e-commerce and information flow have become Dongpeng’s regular track, then cutting into localized traffic and expanding the boundaries of the “field” is undoubtedly Dongpeng’s self-catch-up track for Double 11.”
2. When localization presses the "fast forward button", private domain traffic runs out of "acceleration"
In September this year, Dongpeng Ceramics launched a new project with 7,000 stores across the country to empower distribution Merchants tap local traffic and bring sales increases to stores through short videos + live broadcasts.
During Double 11, a live broadcast carnival was launched with the theme of "Rock Explosion Double 11, Peng Friends Carnival" to further expandIt expands the boundaries of Dongpeng’s new retail “market”. Synchronized slate factory direct supply prices, 48-hour free design and other national interests and special services have promoted the conversion of customers' investment while enhancing brand potential.
04 Dongpeng Double 11 Live Broadcast Carnival further expands the boundaries of the "field"
The live broadcast is led by the headquarters and launched in stores across the country, driving interaction with consumers, realizing a closed-loop path from online to offline conversion, and increasing the order probability of customers in stores across the country. According to background data, as of today, it has achieved 58.17 million views and brought over 150,000 new fans, which undoubtedly created long-term value of traffic.
“Whether there are traffic-generating models, whether there are high-converting products, whether the positioning is accurate, and whether the product is competitive will all determine whether consumers will pay for the product. Especially when it comes to high-priced home decoration.”
3. The popular rock slabs are 100% connected, and product strength has achieved hard-core competition.
Marketing is just the icing on the cake for Dongpeng’s Double 11 success. A “complete product portfolio” is required to achieve the goal.
On the eve of Double 11, Dongpeng launched more than 80 new products on Tmall and JD.com, of which "wall slate" accounted for more than 50%.
As a new slate product launched this year, both Dongpeng's unique "digital slate" rigid technical standards and its superb appearance can fully meet the fashionable decoration needs of modern families.
05 Dongpeng wall slate wood grain series-American pecan
During Double 11, Dongpeng wall rock slabs reached 1.48 million people, and the proportion of orders for 750*1500 rock slabs exceeded 40%.
"Double 11" is a "big test" for Dongpeng New Retail. What deserves more attention than GMV is what more far-reaching upgrades it can bring to dealers after Double 11 passes.
06Dongpeng CeramicsStrategic Brand Platform New Retail Center Team
With years of online efforts and a deep understanding of offline, Dongpeng has been leaping to the next level, not only deeply cultivating mature order dispatch business, but also seeking breakthroughs in emerging businesses that empower dealers to upgrade their capabilities. We firmly believe that under the guidance of the group's strategy, Dongpeng New Retail can run at a faster pace and still lead the industry.
