2019 Double 11, an annual Shopping Spree, comes to an end.

The total trading turnover of Tmall reached a new record of RMB268.4 billion. JD.com received more than RMB204.4 billion worth of orders at the Global Good Products Festival. Pinduoduo announced that it had sold more than 400,000 new iPhones.

The total trading turnover of Tmall reached a new record of RMB268.4 billion. JD.com received more than RMB204.4 billion worth of orders at the Global Good Products Festival. Pinduoduo announced that it had sold more than 400,000 new iPhones.

Based on 2019 Double 11, here has summarized five trends below, especially the changes that are taking place in the home supplies industry.

Consumption keeps growing, mainly in e-commerce.

According to three sets of data from the National Bureau of Statistics and the Ministry of Commerce of the People's Republic of China,

The growth rate of China's total retail sales of social consumer goods dropped to 8.2% in the first three quarters of this year, driven by a slowdown in the automobile industry.

Meanwhile, e-commerce grew nearly twice as rapidly as overall consumption over the same period, with online retail sales of physical commodities up to 20.5% year-on-year. China's consumption keeps growing, mainly in e-commerce.

Affected by this, the sales area of shops (commercial premises) nationwide fell by 13.7% in the first three quarters.

Alibaba, Pinduoduo and JD.com, the top three online retailers, all grew much faster than Wall Street has expected, with their share prices up 37%, 95% and 56% respectively from the start of the year. The lipstick economy has taken on a new meaning in the era of Internet.

According to official Tmall data,

Throughout the day of Double 11, 299 brands' turnover exceeded RMB100 million, an increase of 62 brands compared with last year. And we have noticed that nearly 80 home furnishing brands have joined into the ''100 million yuan club''.

Digital upgrade

During the period of Double 11, Easyhome and Red Star Macalline completed the digital upgrade in a total of 134 stores in 77 cities, offering online and offline discount.

Among them, Easyhome adds its new 110 retail stores in 71 cities; Red Star Macalline 24 stores in 6 cities.

Irreversible new retail

By 00:00, November 12, 2019, sales turnover reached RMB20.881 billion, a sales turnover of Easyhome's national branches in Double 11 for the second time.

For the second time in Double 11, the number of Easyhome's new retail outlets increased significantly. In 2018, when Easyhome first entered the battle of ''Double 11'', there were only 41 new retail outlets. A year later, there were more than 360 stores nationwide, 110 of which were new retail outlets, doubling the number last year.

Red Star Macalline officially disclosed that in 2019, the total online and offline achievement of the Double 11 was ''RMB21.9 billion'', an increase of 37.40% year on year; The total sales turnover of 24 new retail stores in 6 cities was RMB2.493 billion and the highest single-new-retail-store sales turnover exceeded RMB400 million.

From shopping guide to live broadcasting

Statistically, in 2019 Double 11, Tmall had nearly 100,000 live broadcasting rooms and more than 50 percent of sellers gaining new growth through live broadcasts, with Viya attracting more than 43 million viewer trips and Li Jiaqi 36.8 million.

All the major home furnishing brands have employed live broadcasting to promote sales. KUKA was the sole named sponsor of the Double 11 Tmall carnival; CHEERS teamed up with Li Jiaqi and Viya. In addition, Sleemon, Quanu, Oppein, De Rucci and other brands have all driven sales growth through live broadcasting.

In the respect of shopping malls, Easyhome mobilized the shopping guides to conduct live broadcasting and launched the marketing strategy of ''From shopping guide to live broadcasting''. According to official data, more than 3,500 shopping guides interacted with online consumers via Taobao live broadcast during the period of Double 11, with 1,427 live broadcasts, 610,000 viewer trips and 19 million interactions, greatly attracting customers.

On November 5, Red Star Macalline, who joined forces with Alibaba for the first time to participate in the Double 11, led the live Taobao trial of its official flagship store which hasn't been online for a month, resulting in more than 100,000 viewers in a single show and nearly 400,000 likes and interactions. According to official data from Red Star Macalline, the total number of live online viewers reached 175,000 during the whole period of Double 11.

Consumption credit

Ten days before the Tmall Double 11 pre-sale, data showed that, with high demand, home furnitures were among the front-runners in all the goods categories which achieved the most transactions through installment payment of Ant Credit Pay.

Easyhome launched consumer credit service to help lower the threshold of consumption for buyers. Consumers in Easyhome's offline stores can use Tmall Double 11 red envelopes, and the service of 24-stage installments and 6-stage interest-free shopping to enjoy the good products at the earliest and at the lowest cost.

''The home supplies industry is undergoing unprecedented changes.'' Are you ready for this?