The big summary of cabinet promotion
Coincident with the holidays, it has always been a highly competitive Red Sea business opportunity. Many merchants have also launched a variety of promotional activities that dazzled consumers. At present, the integration of electrical appliances in the cabinet has gradually become the mainstream spending trend in the cabinet market, which meets the consumers. The convenience of one-stop shopping can maximize the benefits of businesses, and many promotional activities are included in the overall planning arrangement; at this time, some manufacturers lacked integrity, and promotional activities were often sub-optimal When the phenomenon occurs, the side is often hidden from the cat, and the spender ca n’t count it. In fact, the cost does not buy the benefit. In this regard, the consumer should pay special attention to the "shopping around", do n’t blindly impulse, avoid Fall into a tempting promotional trap.
Numbers game, wool comes out of sheep
In many store shows, people can often see "straight down 2,000 yuan", "straight down 3,000 yuan" such a "shocking" promotional propaganda, so that consumers feel that it is cheap. But have these products really reduced their prices so much?
In fact, this weekday is a digital game that merchants often play with consumers. For example, during the off-season sales, the price of the hot products is intentionally high, it is basically okay to sell it, and then just find an interface and start discounting. In fact, the discounted price is the real retail price.
In addition, some manufacturers like to "raise the price first, then discount". For example, the price of a certain cabinet will be raised by 1,000 yuan first, and then a confession of 1,000 yuan will be issued during the promotion. In fact, the original price is the same, but the consumer I feel that the price reduction is large, which stimulates spending.
Word game, the ultimate insider's power of interpretation
In order to attract consumers, many manufacturers have made extremely attractive promotional confession, such as "1 fold up", "lifetime warranty", "buying cabinets gift appliances", etc., but many consumers only invented after the actual experience, to really It is actually very difficult to enjoy these discounts.
For example, some consumers were attracted by the confession of "shopping over 9999 yuan of cabinets and giving them to a microwave oven" and bought a set of 9999 yuan of cabinets. When asked to ask the merchant to give a microwave oven, they were told that the cabinet they bought was not within the scope of the gift. After taking a closer look at the confession, it was invented. At the end of the confession, there was a small bracket with "Restricted Model" written in it.
A brand promotion confession "One-stop shopping for cabinets and electrical products, cabinets with a total of 9,998 yuan to send 1998 yuan to electrical appliances," feel very attractive. However, when I asked the store, I found out that after buying the brand for 9998 yuan, I would get a coupon of 1998 yuan in face value. Such coupons include vouchers of 5 yuan, 10 yuan and 50 yuan. The consumer assumes that if he wants to apply these vouchers, he must also purchase the goods specified by the mall and spend it to a certain amount, and only one voucher can be applied at a time. This means that consumers who want to get this 1998 yuan benefit must purchase an additional set of cabinets.
Cruel facts are "catchy" under the discount
In recent years, with the emergence of a large number of hardware cabinet brands, especially the emergence of powerful brands, the hardware cabinet market has experienced unprecedented fierce competition. In this market situation, slogans such as "discount", "lowest price", and "cost price" have become a means for some cabinet brands to snatch the market. However, some experts have pointed out that there are often "catchy" among them, consumers should carefully distinguish between true and false.
According to experts, it is difficult for cabinet discounts to reflect the true nature of cabinets, but it often stuns consumers' original calm minds. For example, a brand's whole cabinet is publicly marked with a discount of 20% or less, but in fact, it may be "inferior to people" in material or "short in weight" in size. For example, the white light board and the imported wood grain board are the same size, but the cost is nearly 50% different; the European standard size wall cabinet is 72 cm high, which is fundamentally different from the 60 cm and 50 cm high wall cabinets. Imported hardware There are also several times the price difference between pieces and domestic hardware. What's more, some companies use their own reduced cabinets compared to others' fully configured cabinets.
Taking the variety of cabinet materials as an example, now many salespeople of overall cabinets first recommend high-end materials to consumers, such as crystal ×× board, silver diamond ×× board, “Do you think it is expensive? The particle board is also good , Can be cheaper. " Insufficient than above, more than below. Relatively speaking, many consumers will accept it. Countertops account for a large portion of the cost of the entire cabinet. Take a cabinet with a price of 1,800 yuan for a long meter, if you use the best artificial stone countertops in China, it will cost more than 700 yuan. However, at present, the craftsmanship level of the domestically produced artificial stone is uneven. Some slightly inferior domestically produced artificial stones cost only 300 to 500 yuan per meter, and these stones can hardly see any significant difference from the appearance of the industry. Rice can have a price difference of several hundred yuan, which provides a lot of room for adjustment for the profit of the business.
The bottom plate of the cabinet is also "catty". For example, many sales staff usually use a moisture-proof board when introducing products. After special treatment, the moisture-proof effect is good, and of course the price is slightly expensive. But in fact, insiders know that the most important thing for cabinets is to make the countertop waterproof and connect the water pipes. The requirements for moisture resistance are not high, so there is no floor drain in many kitchens. The so-called moisture-proof board is actually only treated on the ordinary medium density board. Moreover, in terms of cost, moisture-proof board and particle board are much lower than other boards in terms of processing difficulty, auxiliary materials and mechanical losses. It can be seen that many merchants use consumers' inexperience to "deceive people".
If the accessories in the cabinet are titled "foreign imports" and "technical patents", the price has doubled. If a brand has an up and down seasoning bar with a cost not higher than 100 yuan, the quotation is more than 1600 yuan.
Really cost-effective
Reporter's Tip: In the specific purchase process, the price is only a reference indicator, and only has reference value if the materials, configuration, and workmanship are equivalent. To a certain extent, choosing a cabinet brand with greater brand awareness and strength will have greater quality assurance.
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