Home also joined the "Double 11" online shopping carnival

"November 11," once mocked by internet users as "Singles' Day," has transformed into a major e-commerce extravaganza over the past few years. When the "Double 11" shopping festival began in 2010, it quickly became a game-changer for businesses across China. Since then, November 11th has evolved into the annual online shopping bonanza that people eagerly anticipate, with countless brands capitalizing on this opportunity. This year, home furnishing companies are joining the online shopping frenzy in droves. Leading furniture and building material brands have jumped on the "Double 11" bandwagon. Despite industry concerns about a sluggish market, recent vibrant online promotions have given the sector renewed hope. I spoke with several online media outlets who revealed that many prominent furniture and building material companies are participating in this year's "Double 11" sale. Brands like Shengxiang Flooring, Qumei Furniture, Gujia Household, Quanyou Household, Nippon Paint, and Zhihuashi are offering jaw-dropping discounts, with some products at up to 50% off (check out the table for specific deals). What really caught my attention isn't just the discounted prices but the number of pre-orders these premium brands are receiving. For instance, Shengxiang Flooring’s floor plan priced at 55 yuan has already exceeded 30,000 orders! Similarly, Gujia Household's leather sofa sets have over 1,300 reservations. These numbers are impressive compared to what they might sell in a single offline store. How are these companies ensuring they maintain profitability while offering such steep discounts? Some merchants have found creative ways to strike a balance. For example, they initially mark up the product prices slightly and then gradually reduce them based on the volume of pre-orders, similar to group-buying strategies. If one item is listed at 65 yuan for the first buyer, it drops to 59 yuan when 100 people order it, and ultimately to 55 yuan for more than 100 buyers. This approach works particularly well for bulky items like furniture with high shipping costs. Other companies, like Quanyou Home Furnishings, offer significant discounts only after the event has concluded, typically around 50% or more off. Here are some examples of the promotional prices: - **Reinforced Composite Flooring** (White Snow Boat Icon): Original price 165 yuan, promotional price 55 yuan, 36,410 pre-orders. - **Leather Living Room Sofa Set** (Ravenham Gu Family Home): Original price 12,475 yuan, promotional price 5,510 yuan, 1,332 pre-orders. - **High Carbon Steel Spring Mattress** (Qumei Furniture): Original price 2,556 yuan, promotional price 999 yuan, 501 pre-orders. - **Nippon Paint** (Net Taste 120 Bamboo Charcoal Five-in-One): Original price 1,312 yuan, promotional price 650 yuan, 1,497 pre-orders. Smaller items like home textiles and kitchenware are also proving popular. Online shopping for home textiles is highly developed, with major platforms like Tmall, JD.com, Suning Tesco, Gome Appliances, and Amazon offering competitive prices. For instance, a set of Luolai Home Textiles’ cotton satin reactive print rural four-piece bedding originally priced at 1,198 yuan is now just 398 yuan. Another example is Fuanna’s water-filtering and fragrant cotton twill printed sheet set, which dropped from 1,280 yuan to 496 yuan. Many home textile discounts reach as low as 2-3% off, making them extremely affordable. In the kitchenware category, well-known brands like Zwilling, Fissler, CorningWare, and Lock & Lock are offering similar discounts, often 50% or more off. Lighting products are another key component of the "Double 11" promotions. Overall, this year's "Double 11" is shaping up to be a pivotal moment for home furnishing and lifestyle brands as they leverage digital channels to reach broader audiences."

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