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Normally, when the off-season comes, all industries will adopt various marketing methods to maintain market stability. To this end, a reporter from Sina Household conducted a series of investigations and learned that most people in the industry indicated that it is necessary to launch marketing activities in the off-season this year. In addition, in the off-season, companies are more focused on internal employee training, return visits to old customers, etc., which are conducive to enhancing corporate brand actions.
Off-season marketing and promotion activities are not reduced
Peter` Drucker once said that the two basic functions of an enterprise are innovation and marketing. So, what are the performances of home furnishing companies in two aspects in the summer? A few days ago, reporters interviewed a number of industry executives. The industry unanimously stated that the club will act in the off-season, but the reasons and methods of activities have shown a state of blooming.
Liu Chen, secretary general of the Beijing Market Association Home Furnishing Branch, said that it is necessary for companies to carry out innovative marketing in the off-season. First, doing activities in the off-season can continue to activate the market, breaking the consumer's wait-and-see and silent psychology; second, guiding reserves for the peak season market. Liu Chen said that companies are generally not optimistic about the off-season. When most companies do nothing, if a company launches an appropriate amount of innovation activities, then the possibility of the company being diluted by the market will be much reduced.
Yin Yuxin, deputy general manager of Dongfangjiayuan, also said that the home furnishing industry is still a relatively traditional industry so far. With the increasingly changing business model, marketing should also be matched with it to diversify. If "not innovative, it will perish." Yin Yuxin also told reporters that every year from June will enter the off-season of the home market, in order to stimulate consumer companies have to launch marketing activities for this period of time. In this regard, Liu Yang, deputy general manager of Chengwaicheng also said that the off-season market is actually a storage customer period for enterprises, and consumers will soon be ignored if they do not do some innovative activities.
In the view of Wang Xiaobing, vice president of decoration, innovative marketing activities are short-term behaviors that can quickly attract the attention of consumers. For those companies with poor performance in the first half of the year and low employee stability, you may wish to give it a try. But for those companies with stable strategy and good market grasp, it is not necessary, otherwise it will easily disrupt the original plan of the company.
Lightly promote and enhance brand influence
Innovative and attractive marketing activities can not only bring in a large amount of sales orders in a short period of time, but also gather popularity in the off-season, which is conducive to enterprises to get rid of market difficulties. So, how will home furnishing companies launch innovative marketing when the low season comes?
According to Wu Chenxi, chairman of TATA wooden doors, summer is really not suitable for decoration, but for wooden doors, cabinets and other bookable products, companies can make reservations through the Internet. Wu Chenxi told reporters that in addition to marketing reservations, TATA will also conduct more internal training and service deepening activities, such as returning to regular customers, companies can take the opportunity to enhance the overall brand influence.
Liu Yang, deputy general manager of Chengwaicheng, said in an interview with reporters that he will increase the promotion of the brand in the off-season, but will not launch a large number of promotions. Liu Yang analyzed that the off-season has very low purchase desires for consumers, and the effect of whether or not to do promotion is similar; but for enterprises, it is a storage customer period, focusing on brand promotion activities to lay a good foundation for the next promotional season.
Yin Yuxin, deputy general manager of Dongfangjiayuan said that from the current market situation, the price is still the main consumption-pull lever, "good quality and low price" will always be the basis for merchants to attract consumers, so the Dongfangjiayuan exhibition is a substantial concession. Yin Yuxin also told reporters that innovation is not just talking on paper. It needs to be combined with the hotspots of enterprises and products. Based on this, Oriental Home will also cooperate with wedding photo studios and travel agencies to develop cooperation in different industries.
In this regard, Zhou Kaijun, general manager of Feimei Furniture, also said that enterprises should make a difference in the off-season. Zhou Kaijun told reporters that during the off-season, enterprises should focus on practicing their internal strengths. At the same time, during marketing activities, they must pay attention to publicity. Only in this way can limited consumers be attracted.
As for how to launch innovative marketing for home furnishing companies, Wang Xiaobing, Vice President of Decoration, has his own unique views. Wang Xiaobing said that first of all, we should start with the price, so that the impact will be faster; second, under the circumstances of improving technology, we will launch personalized marketing based on the summer climate. For example, during the rainy season, decoration can also be carried out.
Summer decoration consumers need to compare the three
It is reported that in June, the supply of Beijing's property market began to amplify, the affordable housing and affordable housing began to be listed collectively, and the home market demand will also be stimulated. To this end, some insiders said that due to the weather, summer is indeed not suitable for decoration, but consumers can purchase building materials in advance, and after the summer, they can directly start decoration, which can eliminate the burden of centralized procurement.
Liu Chen, secretary general of the Beijing Market Association Home Furnishing Branch, also said that if consumers have decoration needs, there is no need to wait blindly, which will only extend the time for decoration. In addition, during the off-season, many discounts will be launched, and product prices will be much cheaper compared to other times.
As for how to buy "good quality and low price" products, Yin Yuxin, deputy general manager of Oriental Home, gave a series of suggestions. Yin Yuxin said that you only need to meet three points if you want the product to be "good": the product is suitable for you, the product can meet your needs, and the product quality is guaranteed. At the same time, there are three major considerations regarding "cheap":
1. The product quality must be guaranteed. Try to go to a regular, large-scale, and well-regarded store, so that first of all, you can have sufficient guarantee in terms of product quality.
Second, the product price must be reasonable, which requires consumers to look more and turn around, "compared to three" to know the commodity price.
3. Do not impulsively consume. With the development of the market economy, marketing methods are varied, and "big fooling" and "fake tigers" are also mixed up. You must purchase clearly and clearly to be able to buy real goods at reasonable prices The product.
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