The “Eleventh†Golden Week, where all the home stores and brands are looking forward to, is approaching. In this short period of several days, the reporter visited some home stores and brand stores and learned that in the past few days, the brand businesses can be described as It is the “Eight Immortals Crossing the Sea, Each Shows Supernatural Powers.†Various kinds of discount promotion activities are emerging in an endless stream. For a lower discount, better service, and more gifts, they will win the “consideration†of the majority of consumers.
Cabinet promotion "funny" summary
During the holiday season, the Red Sea has always been highly competitive business opportunities, many businesses have also played a wide range of promotional activities, so that consumers dazzled; now, cabinet electrical integration has gradually become the main cabinet spending trend, not only meet the consumer The convenience of one-stop shopping, but also allows the business to maximize the benefits, many of the promotional activities is to be included in the overall planning and arrangements; this time the lack of integrity of some manufacturers, promotions often shoddy The phenomenon has arisen, while the side is often hidden away, and the consumers are not able to get credit. In fact, spending money does not buy benefits. In this regard, consumers must pay special attention to achieving "comparisons." Do not be blindly impulsive. Fall into the tempting promotional trap.
Digital game, wool on sheep
In many store exhibitions, people can often see the “straight down 2,000 yuan†and “straight down 3,000 yuan,†which is a “vibration†promotional campaign, making consumers feel a lot cheaper. But are these products really costing so much?
In fact, this weekday is a digital game that merchants often play with consumers. For example, in the off-season sales season, the price of a hot product is determined to be high, and if it can't be sold, it doesn't matter. Then you simply find an interface and start discounting. In fact, the discounted price is its true retail price.
In addition, there are other manufacturers who like to “price up first, then discountâ€, for example, the price of a certain cabinet will be raised by a thousand yuan first, and when the promotion is promoted, the confession of a thousand dollars will be lowered. Actually, the original price will still be used by the consumer. Feeling a great deal of price cuts, stimulating spending.
Word games, the insider's explanation of power
In order to attract consumers, many manufacturers are playing extremely attractive promotional confession, what "1 fold", "lifetime warranty", "to buy cabinets donated electrical appliances" and so on, but many consumers actually invented later to invent, to really It's really hard to enjoy these offers.
For example, consumers who are consumers are attracted by the “shopping full of 9999 yuan cupboards and giving a microwave oven†and purchase a set of 9999 yuan cabinets. When compared to the request for a gift from a merchant, the kitchen was told that the cabinet purchased was not within the scope of the gift. After scrutinizing the confession, the confession ended up with a small bracket, which reads "Limited model" and drilled a hole that the consumer did not pay attention to.
A brand promotional confession hit "one-stop shopping for cabinet electrical products, full 9998 yuan cabinet to send 1998 yuan appliances," feel very attractive. You can only know what you want to buy in the store. After purchasing the brand for $9998, you will get a coupon for the denomination of $1998. This kind of coupon includes vouchers worth $5, $10, and $50. Consumers, on the other hand, assume that they want to apply these vouchers, but they must also purchase a certain amount of merchandise specified by the store before they can spend a certain amount of money, and only one vouchers can be used at a time. This means that consumers who want to get the benefits of this 1998 yuan must purchase another set of cabinets.
Cruel facts under the "fair" 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 “discountingâ€, “lowest price†and “cost price†have become a means for some cabinet brands to snatch up the market. However, some experts pointed out that there are often "fair", consumers should carefully identify the true and false.
According to experts, cabinet discounts can hardly reflect the true nature of cabinets, but they often dazzle the minds of consumers. For example, if a brand's whole cabinet is openly marked with a discount of 8 percent or less, in fact, it may be “not as good as people†in terms of materials or “short of two shorts†in size. For example, the cabinets of white boards and imported wood boards are the same size, but their costs differ by nearly 50%. The European standard size cabinets are 72 centimeters high, which is fundamentally different from the 60 cubic centimeters and 50 centimeters tall cabinets. Imported hardware There are also several times the difference between domestic and domestic hardware prices. What is more, some companies use their own to reduce the price of the configured cabinets compared to other fully equipped cabinets.
Taking a variety of cabinet materials, for now, many salesmen of the whole cabinet first recommend high-end materials to consumers, such as Crystal × × board, silver drill × × board, “Do you think expensive? Particleboard is not bad Can be cheaper." Than the lack of more than more than the next. In contrast, many consumers will accept it. The countertops account for a large part of the cost of the entire set of cabinets. Taking a cabinet with a quoted price of 1800 yuan, if you use the best artificial stone countertops in China, you have to spend more than 700 yuan. However, the current domestic artificial stone process level is mixed. Some slightly inferior domestic artificial stone requires only 300 to 500 yuan per meter. However, these stone materials are difficult to see from the appearance of any significant differences in the industry. One table is extended. The meter can have a difference of a few hundred dollars, which provides a great deal of room for the profit of the merchant.
The bottom plate of the cabinet is also "tricky". For example, when many salespeople introduce products, they usually say that they use moisture-proof plates. After special treatment, the moisture-proof effect is good, and of course the price is also slightly expensive. However, in fact, the insiders know that the most important thing for cabinets is to make the countertop waterproof and connect the pipes, and the requirement for moisture protection is not high, so there are no floor drains in many kitchens. The so-called moisture-proof plates actually only deal with common medium-density boards. In addition, in terms of cost, moisture-proof plates and particle board are much lower than other boards in terms of processing difficulty, auxiliary materials and mechanical loss. It can be seen that many businesses are using the consumer's non-professionals to "cheat people."
If the accessories in the cabinet are labeled as "foreign imports" and "technical patents," the prices will be doubling. For example, a brand with a cost of no more than one hundred yuan on the pull-down flavor bar, the quote is 1600 yuan.
Really belongs to the cost of benefits
Reporter's Note: In the specific purchase process, the price is only a reference indicator, only in the case of materials used, configuration levels, workmanship is quite a case of reference value. To a certain extent, choosing a cabinet brand with greater brand awareness and stronger strength will have greater quality assurance.
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