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2022-08-04
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Paper making, printing and packaging: how to view the performance of Companies in the light industry in the "double 11" event

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core tips: [China packaging a) automatic reset: the computer received the instruction to start the experiment] the "double 11" event ended in 2018, and the turnover of tmall reached 2135, a year-on-year increase of 27%; The cumulative amount of orders placed by JD on the double 11 reached 159.8 billion, a year-on-year increase of 25.7%. Among them,

[China Packaging News] the double 11 in 2018 came to an end, and the turnover of tmall reached 2135, a year-on-year increase of 27%; The cumulative amount of orders placed by JD on the double 11 reached 159.8 billion, a year-on-year increase of 25.7%. Among them, the categories of light industry involving online channels mainly include household, household paper and stationery products

event review the double 11 of light industry category performed brilliantly. 1) In the household category, during the "double 11" period, more than 44 household brands sold more than 100 million yuan, of which, Chivas/europai household/Sofia Tata wooden door tmall channel increased by 119%/56%/48%/24% to 3.5/6.5/8.1/770million yuan at the same time. The income of the leading household in the list is expected to contribute 2pct-5pct to the annual income. In terms of ranking, Sofia, Tata wooden door and Europa home are among the top three in the customization of the whole house; Lin's wood industry, Quanyou home furnishing and gujia home furnishing rank among the top three residential furniture (data source: e-home, excluding incredibly home); 2) As for household paper, the sales volume of ordinary tensile testing machines sold on the first line of Zhongshun jierou double 10 is only 300million for products with low customer requirements, with a year-on-year increase of 186%, ranking second in tmall household paper

head effect is obvious. Online channel expansion helps brands release performance flexibility. Under the background of low social zero growth rate, the turnover of the platform on the "double ten" front line still maintained a growth rate of 25% +, which mainly benefited from the changes in residents' consumption patterns and brought about the resilience of online growth. From the data of the list, compared with offline channels, the online head effect is more obvious. With the accumulated brand power and product power, the original offline brands can quickly adapt and achieve better results even if they switch to online channels. From the perspective of business model, for the household category, its offline service attribute is strong, and online channels play a more drainage role. The actual landing services are borne by the local terminal stores, and the sales revenue is also included in the offline ownership. As for consumer goods that must be selected for light industry, such as household paper and stationery, due to weak service attributes and strong product homogeneity, online channels are usually directly operated by enterprises for the purpose of directly increasing sales. They have the advantages of reducing marketing costs, avoiding time and space constraints of marketing business, and accelerating the penetration of blank channels

follow the trend of the times and pay attention to the light industrial targets with continuous channel evolution. For the household category, under the pressure of real estate and the trend of hardbound housing, the growth of retail passenger flow has slowed down gradually, and all household leaders have strengthened their online layout, such as increasing online promotion and channel specific styles, so as to improve the offline diversion; For consumer light industrial objects, at present, Zhongshun jierou micron friction and wear testing machine (10N) and Chenguang stationery have established professional e-commerce operation teams and configured corresponding supply chain service systems to promote online business. Focus on light industrial targets with the ability of continuous channel evolution, and home furnishing: Sophia/Europa Home Furnishing/Shangpin home furnishing and other home furnishing leaders; Household paper: Zhongshun jierou; Stationery field: Chenguang stationery

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