The home promotion of the May 1st holiday this year started from April Fool's Day and was a month ahead of schedule. Taking Shenzhen as an example, the most “lasting†Xiangjiang famous home furnishing fair will be “collected†from March 15 to May 4, and will directly combine 3 1 5 and 51. But in general, most home store promotion period started from the beginning of April. From April 4th, the home editions of major newspaper media were filled with various kinds of home building materials promotion advertisements, which continued until May 1st.
As a business, I am afraid I don't like this kind of unrestrained long-term promotion. They are tired of coping, but there is no retreat, because the era of fragmentation of home marketing has come a long period of promotion, which is the most tiring business people think of now, but The simplest and most rude way to respond.
Phenomenon: The extended promotion period is based on Liu Zhixin, the person in charge of Leanju, a local home furnishing store in Shenzhen. The promotion period is lengthened, which is caused by increased competition. Originally, the holiday promotion was generally one week ahead of schedule. Some merchants did not live for two weeks in advance. As a result, some people advanced to three weeks in advance. Finally, there were many people who were one month earlier or even longer. As a result, home sales are heavily fragmented and promotions are no longer concentrated. Some businesses that are not awake and do not follow up are caught in the myth of market depression. What is even more frightening is that the store promotion is not the "culprit" of the "promotion". What's more, many merchants have really implemented the strategy of “changing from business to business†and went straight to the community where the renovation will begin. Many sales people started to sell the building from a community and began to snatch the owners. "In October, the key was not obtained in 5 weeks. The floor and tiles in the previous period were all bought." Zhang Junlin, director of Moen bathroom marketing, said, "This phenomenon causes the owner to have a small chance of going to the store." Zhang Junlin said: "In April, the passenger flow was intercepted. By May, there was no passenger flow. The merchants were very helpless. You don't want to be occupied by others. You can't make much money, but you can't make much money, but if you do a lot of things, you can grab a little more. Market share. No, the least share is gone."
Reason: Home marketing has entered the fragmented era. The long promotion period is the “bad fruit†of customer fragmentation, but it is also one of the reasons for fragmentation. Similar reasons are: blasting activities (including group purchases, alliance activities) Merchants are pulling people (selling products directly to the community owners in the opening period) Community forum moderator PR (getting the landlord of the large-scale website decoration forum, or other people who have prestige in the community, directly use the community owner "concessions" through the moderator relationship buy product)
The above-mentioned various methods of e-commerce are also causing each other with "customer fragmentation". If you feel that customers are severely diverted, you can also try to solve the urgent needs through the above-mentioned ways, but they are not a panacea. Lu Xinan, deputy general manager of Yihua Home Shenzhen Co., Ltd. believes: “The form of group purchase and alliance is not unique. You can do it as well. As a result, the marketing form is homogenized, there is no innovation, and even the most basic rationality. It is also missing." From the above various methods, although there are many tricks, in fact, it is nothing more than price and channel, but there is no way to talk about innovation or reform of the product itself. The result is that SMEs are getting more and more difficult, and some companies with a certain reputation have maintained a certain growth in the promotion war and price wars by virtue of brand advantage.
Zhu Changling, chairman of the China Furniture Association, revealed that China's furniture industry has maintained a growth rate of 30% or more in the past few years, and has fallen to 10.57% in the first quarter of this year, entering a period of low growth from the period of rapid growth. "A certain number of enterprises below the scale must be declining. Mid-line companies and even second- and third-tier enterprises are definitely declining." Indeed, among the companies that the author has contacted, small and medium-sized brands are complaining, and some "big brands" say 30%. Even the above growth. However, the advantages of the so-called big brands in terms of products are not obvious. Perhaps they win only because there are more promotion channels and stronger promotion personnel. After all, customers are not far away, but they are scattered. How can we get them to concentrate and make the company less tired? Perhaps this is the time when Steve Jobs of China's home furnishing industry should be born. Can we make it? The product itself can attract people to line up to buy products.
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