Jin Jiuyin Shi just needs to release the online shopping home into 80 preferred

During the two-year period, major home stores will launch various promotions to attract consumers. However, the promotion methods are all the same, nothing more than discounts, sweepstakes, gifts, etc., homogenization is serious, it is difficult for consumers to generate strong consumer impulses.

Since September, the home furnishing industry has not fallen into the downturn due to the cold situation in the market in the first half of the year. Instead, it has vigorously demonstrated to consumers and industry insiders the confidence of their decisive battles, such as “Golden September and Silver 10”, and various supermarkets and enterprises have launched different forms. Unprecedented promotions. When it comes to “Golden September and Silver 10”, many building materials and home shopping malls have gathered a large number of merchants to provide one-stop service for customers, and merchants open the sales market with bundled activities and alliances and exhibitions.

However, in the traditional home furnishing industry, its meager profit has become an indisputable fact in recent years. How can companies join hands to market and give consumers a bright feeling in order to stand out in the meager profit and numerous promotional activities, and play a loud "turning over"? Consumers face these numerous promotional activities, and whether Or will you buy it in the past few years?

Rigid demand is released, consumers still expect low-priced high-quality household products

During the two-year period, major home stores will launch various promotions to attract consumers. However, the promotion methods are all the same, nothing more than discounts, sweepstakes, gifts, etc., homogenization is serious, it is difficult for consumers to generate strong consumer impulses.

The reporter conducted an interview in various supermarkets. The results showed that only 30% of consumers said they would purchase home building materials during the National Day discount promotion. In the face of promotional issues and other issues, Mr. Zhang bluntly said, "For the promotion method, I think it is almost the same, that is, buy gifts, discounts, rebates. My most hope is discounts, other methods are quite cumbersome, it is not clear And the incentives are not great, it is better to get discounts directly." And when the reporter visited the most attractive to consumers is quality or price, or service attitude, Mr. Zhang gave a very direct answer," Price and quality, my main thing is to buy products, the quality is good, the price is in line with my expectations, the service is not too concerned."

Internet discounts are big, e-commerce has become the first choice for home products after 80, 90

Home building materials are the downstream industry of real estate, and the rapid expansion of real estate is obvious for household consumption. Market expansion will inevitably bring about innovation in the marketing model. The most obvious trend in the home industry in recent years is networking. Many young people will learn about home products through the Internet and even buy them online.

During the two-year period, major home stores will launch various promotions to attract consumers. However, the promotion methods are all the same, nothing more than discounts, sweepstakes, gifts, etc., homogenization is serious, it is difficult for consumers to generate strong consumer impulses.

At the time of the “Golden September and Silver 10” store promotion, the reporter’s information from the store interviewing consumers seemed to be quite meaningful. After the 80s, Mr. Xu, in the face of reporters' questions, put forward his own point of view - online shopping. He believes that the physical store can only be used as a reference for purchasing a home. It can touch the product and can do a pre-purchase experience. "The online discount is much more powerful than the physical store, so I generally prefer online shopping. Now 80 After the 90s, I will also choose online shopping." Of course, Mr. Xu also said: "If the price of the physical store is less than 20% of the online price, it will still be purchased in the physical store. Because the Internet has to add various fees. With the purchase of large items such as homes on the Internet, if there is a quality problem, it is very troublesome to return. If the price difference is more than 20%, I will still choose online shopping."

Rationalization of consumption, node promotion has undoubtedly slowed the pace of profitability

The promotion of "Golden September and Silver 10", on the one hand, the market's recovery has been unquestionable. On the other hand, whether such frequent promotions may become the norm in the home market, has also led to discussions in the industry. Jiang Rui, manager of Shangmei's home planning department, said that the promotion of the home industry has always been the norm. For example, holiday promotion and peak season promotion are normal. "But the store must seize this promotion node and use new ideas to attract consumers." Xu Jing, the head of Changsha’s home marketing, believes that promotion will not become the norm. This is only a stage of marketing. “Marketing is very diverse, and promotion is just one of them.”

The original purpose of the promotion is to attract consumers with low prices and sell the products. But if the consumer does not have demand, is the promotion still a magic weapon for the merchant to obtain profit? The reporter visited the store and found that for the consumers, they found that the node promotion may not be able to get a lot of benefits, some products are low-priced gimmicks. The attraction is not as good as it used to be. Mr. Li, who came to buy cabinets, said that consumers are paying more and more attention to the quality and function of products, instead of only paying attention to prices as before, and “the brands that are big discounts will still shop around, and I don't want to consume, but also because I am more rational." And if there is demand, then Mr. Li replied: "I have specially understood it, and then I purchased it during the promotion period, because the merchant will discount this period. But it is also because it just happens to be renovated, otherwise it will not come at this time."

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