In the "May 1" small holiday just passed, almost all major home furnishing stores in Beijing staged a "president's signing" activity of different scales. The "President Economy" as a marketing method has frequently appeared in the holiday promotion battle in recent years. So, in the home building materials industry, is the marketing strategy of frequent signings unsuccessful, or like the tricks of discounts, promotions, and coupons, has been used badly and no longer attracts the attention of consumers?
Fast consumption theory
According to a person in charge of the building materials brand who participated in the "President's Signing" at the actual home, Red Star Macalline, "In the actual, Red Star has a general strategic alliance brand, and there is a close alliance brand, generally" following store rate " Only 100% of the close alliance brands are eligible to participate in the 'President's signing sale.' Fan Wenjian, general manager of Shiyou Flooring Beijing Branch, believes that hypermarkets have requirements when selecting "signing up" enterprises, and generally choose to have appeal. Big brand. Moreover, in the signing and selling activities, the store side will also provide a part of the concessions, and the two parties will make a joint profit to attract effective customers to the signing and sales site for rapid consumption. Mr. Fan also said: "Our customers also heard that the stores in Beijing and Hebei were doing the presidential signing, and they rushed over." When talking about the effect of the "presidential signing", most of them were The person in charge of the merchant who participated in the signing activity of building materials agreed that the success of the signing of the president of the hypermarket organization depends on the preheating work of the hypermarket. It should be "storage" one month in advance. Media advertising and other ways to mobilize consumers to the scene.
On "Yellow Flowers Tomorrow"
The person in charge of most home building materials companies believes that the "president's signing" form is already "tomorrow." According to the relevant person in charge of Shengxiang Flooring Beijing Branch, the brand started to engage in "signing by the president" three years ago, and now it is found that the effect of "signing" in the foreign market is better, and in Beijing, the consumer has experienced preferential activities There are more, and consumption is more rational. Whether the product sells well depends on the product's reliability, brand strength and service in place.
Wen Shiquan, general manager of Yifeng Furniture, also believes that the "president's signing" is a gimmick. It is still useful to engage in signing in the off-season. However, signing in the peak season has no effect on sales.
The person in charge of Dongpeng Ceramics Beijing also said that the president's signing has played a role in attracting consumers at the beginning of the rise, and now it has little meaning.
Worry burden
The "President's Signing Sale" organized by hypermarkets has even brought some burdens to home furnishing companies and merchants. Many companies have concerns and concerns about signing sales. Mr. Zhong of AIG Floor said: "AIG Floor is an international brand, and the price tends to be stable. If the price of the signing is too low, I worry that some consumers who have already bought it will get it back and exchange it. Participate in the signing event. "
A marketing director of a building materials company, who asked not to be named, also expressed frustration with the signing activities organized by the store. He said: "The signing price of the store this holiday is too low, and it requires that strategic alliance brands like us must participate. But we do n’t guide customers to the site, so we did n’t sign much. "
Sealing and Signing
Wu Chenxi, the president of TATA's wooden door, who made a lot of money through signing and selling earlier, decided to "seal and sign the sale" last year. According to President Wu, innovation is multifaceted and cannot be relaxed for a moment. Product technology needs innovation, and innovation in brand marketing cannot be relaxed for a moment. Marketing is to explore the way of communication between enterprises and consumers. In the constant exploration and exploration, the first person who dares to eat crab always has a greater chance of receiving more generous returns. Well, when the crisis comes, this part is always the first sacrifice.
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