With the approaching of the Dragon Boat Festival and Children's Day, many flooring companies have also started promotions for the Dragon Boat Festival. I also recently learned that some home stores have already entered the “rhythm” of promotions in advance.

Preheating in mainstream home stores

Due to the overlapping of the Dragon Boat Festival and Children's Day Children's Day this year, the home store has paid special attention to it. Some large shopping malls have already launched activity plans to warm up the market in advance.

From May 24th to June 8th, consumers can apply for a membership card free of charge at home, with a minimum of 15% off on the basis of the plain price, 5% for furniture and building materials, and 100% for consumer spending of 10,000 yuan. Squatter special vouchers, with over 2,000 yuan, can participate in the lottery.

From May 31st to June 2nd, Chengcheng Plaza will launch the "Six Ends of the Year's Liquor Sales Promotion" event. Consumers will pay more than 20% of the purchase price for the purchase of the order, and the actual amount of the purchase will be 3,000 yuan to participate in the draw; the down payment will be 20 yuan. More than %, and the top 1000 consumers who actually pay over 3,000 yuan will receive a gift; during the event, customers who purchase children's furniture to pay the full amount will receive a gift package, and a variety of products will be sold at a very low price. Efforts comparable to 51; Red Star Meikailong Beijing five major stores have also launched a number of thematic activities, such as "Full 5000 yuan to use 500 yuan in cash coupons", "a word for 'fixed' 1 yuan = 1000", based on the actual price Another 15% discount and other multiple promotions.

Promotions need to reduce efforts to increase consumer engagement

Shen Yaojun, vice president of Jimei Home, said that in June of this year, Jimei Home will create a “Wood Furniture Culture Festival” special marketing. Shen Yaojun said: "This is similar to the concept of the "Floor Culture Festival" held in March this year. I want to strengthen the connection between businesses and consumers through this method, so that businesses can better understand the market needs, and at the same time impart cultural knowledge to consumers through lectures, etc. ,Increase the cultural connotation of marketing activities.This marketing campaign coincides with the 30th anniversary of Jimei's business and commemorates a great deal of activity. "He said:"Thematic marketing promotes popularity and customer traffic as a whole through a certain category."

Reducing promotional efforts, increasing consumers' sense of participation, and disseminating corporate brand values ​​in the form of interactions will become new trends in the marketing activities of the stores. Wang Ningning, manager of Operation Management Department of Homestead, said: “The development of Beijing supermarkets has been characterized by various features. Marketing activities are the characteristics of the stores themselves and they are good services to attract customers. Price promotion is no longer a marketing theme. The characteristics and advantages are also becoming more apparent in the competition."

Flooring companies take the cultural marketing model

At present, the main reason for the confusion in the flooring market is that, in order to grab market share, a brand is dead and a similarly positioned product brand is found. Second, in order to look for ideas, many flooring manufacturers put new products on the floor, but many In the previous product change the form only, and then linked with beautiful concept named, to meet the market consumers concerned about the cultural speculation.

Under this background, consumer demand for flooring has shifted from simple "functional needs" to more "cultural needs." While satisfying the needs of consumers' products, it is in line with the psychological demands of customers to pursue high quality of life and strives to create a matching fashion brand image. Therefore, we must go close to consumers and comprehend the psychological needs of consumers instead of instilling and imposing on them the concept of good thinking.