Home market against the trend of marketing depends on differentiation

"Eleventh" Golden Week is considered as the "end of war" at the end of the year. At this moment, Guangzhou's major home stores will focus on low-profit promotion policies: discounts, cash prizes, sample specials, gift packages, limited buying, 1 yuan auctions, etc. The scale and intensity of the event is the highest in the year.

During the National Day, reporters visited several home stores in Guangzhou and conducted surveys. They found that there was a large variety of promotions and discounts. In spite of the fact that some of the concession contents and forms impressed consumers, the popularity of the audience increased more than usual. However, due to the downturn in the property market. As a result of the tightening and tightening of bank lending policies, the rigid demand for decoration has shrunk. The sales and customer prices of all major shopping malls are still lower than expected, which is more than 20% lower than the same period of last year.

The price war has hit the "local tyrants"

“Jin 9 Silver Ten” is the traditional sales season in the real estate and home industries. During the first half of the decade, since the end of September, the “Eleventh” promotional campaigns of major home stores in Guangzhou have entered the “white fever” stage, and businesses have competed for the largest sales volume in the sprint year-end market. Stores and businesses are starring in the event, shopping mall promotions, factory concessions, brand alliances, holiday blasting... and the opening of the promotion season.

Judging from the situation of reporters visiting, the price war is still the "killer" of the National Day Golden Week's main business, and the results are also mixed. September 27-October 7th, in JSWB's Panyu Store and Meizhou Store, in addition to the exclusive special price of international famous home appliances, the most letting customers suffer is the purchase of building materials worth 500 yuan and 500 yuan in cash coupons. , furniture, jewelry can be folded after the equivalent of the cash general audience. Some participating shops indicated that the sales effect was not bad. This kind of unconditional benefit more effectively hit the “pain point” that just needed the owner.

If you say that as low as 50% off famous building materials, many consumers still have extra care, then the benefits of one dollar auction are clearly visible. On October 1, Oriental Building Materials held a “one shot” event in four categories of hardware, doors, windows, lighting, and sanitary ware, attracting a lot of popularity.

Scrapping lucky draws, during this year's National Day, the more they play, the taller prizes are enough for "local tyrants." In the past, pumping iphones, pumping color TVs, evacuating single delivery beds and sending massage chairs, etc. It is estimated that consumers are also commonplace. This is not the case, and the ultimate prize—the Italian coupe Maserati was also released. In the seven days of the National Day, the Louvre family will draw a grand prize candidate every day. On October 8th, the lucky winner of the grand prize will be drawn and the car will be driven home. In contrast, there are also some store options that do not toss, take a wait-and-see approach, rely solely on shops to sponsor some gifts, gifts in the form of Pratt & Whitney, attraction is significantly weaker, the site is relatively deserted.

Interactive entertainment becomes a highlight

In this year's 11 events, some new promotional methods are also refreshing. According to industry insiders, each store’s brands and products are similar, and discounts and concessions are similar. Under the same conditions, aside from geographical transportation factors, the way of activities and the degree of attraction to consumers have become a passenger flow. Important chips to the shop.

For example, the introduction of the popular form of WeChat interaction has explored a new path for the transformation and upgrading of traditional stores under the mobile Internet. From October 1st to 7th, Sui Home fully launched the "WeChat, play carousel, free grab 1,000 yuan decoration gift" promotions, to shop consumers pay attention to the official WeChat and share the National Day promotional content to the circle of friends, you can participate The Lucky Draw for "500-1,000 RMB for Decoration Gifts". Zheng Xiaoran, deputy general manager of Home Furnishings, said that this kind of marketing innovation combined with the refined operation advantages of Handan Home Appliances further reduced the cost of in-store diversion, and it is expected to increase transaction conversion rate.

Coincidentally, in Panyu's Best Living Space, in addition to home furnishings, accessories, supermarkets, and various styles of furniture and building materials, it also integrates many fine works of art, pottery, and other original works by outstanding domestic artists. During the 11th period, the store held the “WeChat WeChat free to receive millions of cash” campaign. Many young owners rushed to the event to scan the QR code. This is a novel and ingenious way of cultivating fixed and loyal fan members for operating a one-stop shopping model for home furnishings.

Unlike in the past, this year's home store began to consciously advocate a lifestyle concept of leisure shopping, but also pay more attention to the integration of designers to participate in. For example, in South China Design Harbor, “reloading” to set sail, Bais Home held a “soft furnishings theme” salon event, and invited “International Master of Living Aesthetics” Qi Yun to personally visit the scene to exchange live arts such as home furnishings, flower arrangements, and coffee. The "Guangdong's first architectural designer carnival" launched by Dongfang Building Materials allowed customers to experience dozens of series of free classics in the "Taste of Southeast Asia" when they were tired, or with the designers in the "Drink Bar". Enjoy the warmth and excitement of the fresh beer. You can also listen to music and enjoy various live shows. This pursuit of interest in activities and entertainment has become a new highlight of current promotions.

Counter-trend marketing depends on differentiation

Despite all new ideas, but from the overall performance of home stores, many industry sources said that the National Day Golden Week sales fell more than 20% over the same period last year, and the overall market trend in the second half may be less than last year.

This year is a difficult year for building materials traders. In the interview, Dongpeng ceramics market manager Liu Jie admitted that "the market flow has been significantly reduced, and the circulation rate of warehouses has dropped by 2 to 3 percent from last year, making the sales of stores have to go out. Another channel is fortunate. Fortunately, just as customers still exist, the key lies in how to attract. Promotional activities are the most direct and effective means of attracting customers. They also make them accustomed to group purchase promotions. Failure to promote sales has become a buzzword in the industry.

However, according to the reporter's understanding, whether it is home stores, or brand manufacturers, can be described as love and hate promotions, love to attract customers, increase brand awareness, hate the high cost, sharply reduce profits. In this regard, Guangdong Province, Building Decoration Materials Industry Association president Fang Fang suggested that building materials, home companies in the peak season should be more rational and more use of different and innovative promotional activities.

Yi Bingbin, general manager of Youluo Building Materials, said that with its blindly price wars, instead of following the promotion, it is better to take the advantage of improving service and quality. “Taking the faucet as an example, the same price can buy imported valves, higher copper content, imported bubbler products, which became the most popular “upgraded” among several store stores during the 11th. It is better to buy a bargain than to buy a rest assured.” And marketing plan, the Guangzhou Champions League during the “Eleventh” period at the Club home held by the “strong Chinese heart, physical activity benefit” activities are quite unique. In view of the sub-healthy status of urban residents, and in order to allow more people to regain their health awareness, the “jumping rope for your health, the price for you to dip” is popular with consumers, and the people who fought during the National Day were very popular. Never stop.