The reporter visited the store: home textile promotion at the end of the year is hot and beware of the trap.

News (Textile reporter/Zhu Fang) Compared with previous years, this winter is not too cold, but the "promotion" war of home textile merchants has become more and more fierce, whether it is online home textile brands or physical store home textile merchants, all "discount promotion", a price drop to the end, tempting consumers.

Breaking the "rigid demand" purchase concept network promotion price near freezing point

Online shopping has changed our lives, and even home textile products that have always been recognized as "rigid demand products" have gradually become "fast-moving consumer goods".

Since the online shopping carnival "double eleven" big promotion, home textile brand promotion activities have been continuing. Randomly click on the flagship store of each major home textile brand, you can see different degrees of discount. Mengjie Home Textiles, Boyang Home Textiles, Shengyu Home Textiles, Southern Bedding, Weike Home Textiles and other home textile brands all participated in the activity of "The More Cost-effective" on December 3, with a minimum discount of 2%, once again pressing the price of home textile products to freezing point.

After creating the miracle of "Double Eleven" sales, Taobao brewed "Double Twelve" crazy price reduction again, and all kinds of promotional advertisements were not withdrawn one wave after another. Taiping Bird and other home textile brands landed early on the advertising platform for "Double Twelve", half-price discount, 50% discount ceiling, so that consumers have to be tempted.

Beautiful warm pictures, attractive prices, white-collar online shopping Miss Chen often see, always can not control, she said, since the online shopping bedding only found that the original bedding prices can be so low, patterns, style choice so large, physical stores see home textile brands, online basically have flagship stores, easy to buy. In the past, the bedding was changed only after a few years, but now it was changed every few months. It was almost as diligent as changing clothes.

E-commerce is too crazy, traditional shopping malls seek to save discounts to give strength

From the "Double Eleven" e-commerce shopping carnival to the upcoming "Double Twelve" shopping boom, the traditional department stores crowded in the middle have some meaning of survival in the cracks. As the first wave of discounts this winter, New World Mall has exchanged coupons for points, some brands as low as 30% off, Paris Spring is playing "the city is open for three days","full 99 minus 70", full amount of iPhone5 attractive propaganda.

On November 23, New World Department Store located in Nanjing Road launched the first "mall defense war" this winter, with "wedding festival" as a gimmick, three consecutive days of discount activities attracted many citizens. According to the salesperson at the duvet stall, there are usually less than 10 sales a day here. This time, 400 orders were ordered a day. Many customers didn't have time to rush and came back after paying. Aunt and mother pay attention to seeing is believing, would rather wait a few days, but also want to see the material filled into the quilt.

Ten stores in Paris Spring collectively began a three-day "closed" drama on November 30, with many consumers queuing hours in advance to wait for the mall to open. "He came at 8:00 in the morning. I hope he can enter earlier." Paris Spring Wujiaochang store opened at 12:00 a.m. last Friday. Hundreds of people were waiting outside the door at 10:00 a.m., and some young people took special leave to catch up with the discount. Near midnight, most shops on Huaihai Road have been turned off, and there are not many people on the street, but Paris Spring is still brightly lit and popular.

Is the sharp price reduction due to high prices or high inventory

Why are home textile shops frequently discounted, and so much strength? Often thousands of yuan bedding, said discount discount, discount is so attractive, its price has how much moisture, how much is the cost?

From the recent earnings of several home textile listed companies in the mainland, this year's home textile enterprise inventory is generally high, as the home textile three giants Luo Lai, Meng Jie and Fu Anna are also deeply troubled. And inventory pressure, capital pressure, it is easy to fight price war, enterprises would rather reduce profits, some even sold at a loss.

"It's understandable to fold in half. It may be that the product life cycle is up, or the inventory pressure is high, but it's 20% off, or even 1.5% off. It's very likely that the original price is too high." Luolai textile Qu manager for this situation said,"Now the textile market pricing is chaotic, some enterprises love to mark what price, mark what price, resulting in a large price moisture, and then make an ultra-low discount, attract customers, let customers feel bought cheap."

An industry insider revealed that some home textile enterprises in order to participate in the mall's celebration promotion, there is a deliberate price increase phenomenon. "An ordinary cotton four-piece set, priced at more than 4000 yuan, and then discounted by 20%, sold for 700 to 800 yuan, and can also participate in the mall's full gift, full reduction activities, too ridiculous."