Scene 2: Three years ago, the H store in Chongqing held a promotion on New Year's Day. It is understood that the campaign invested 3 million yuan in the early stage of the event. On the day of the event, there were only a few hundred spectators. Although there were some consumers coming back and forth, the popularity of the store was still not strong. The five-day promotion has been ignorant. According to the manufacturers of the H store, several happy and a few happy, the overall is not satisfactory. There are only a handful of specialty stores that have sold over a million dollars.
Scene 3: In 2011, during the May 1st Golden Week, the M store in Tianjin held a promotion event. There was no queue of citizens, and there was no crowding of elevators. According to the sellers in the M store, the sales volume in May 1st Golden Week decreased by 60-70% compared with the same period of last year. The merchants who opened one or two orders were mostly. After one week, the merchants who sold 100,000 yuan would not exceed 20%. There are almost no merchants that have sold over one million yuan.
These three scenarios represent changes in the market over three time periods. It's not hard to find that five years ago, there were promotions that could be sold hotly; three years ago, there were promotions that didn't necessarily sell well; today, there are promotions that don't necessarily sell.
The promotion became a price war. "The furniture industry is almost ready to rely on the day to eat, because there is no popularity without promotions. In the event of a violent wind on the day of the promotion, there is a heavy rain, and all the preparatory work in the early stage is not Is it a soup? Isn't this obvious that there is a shadow of eating by the sky?" An industry veteran sighed, "such as the price of a fracture, the price of jumping off a building, the price of vomiting blood, etc., giving the impression that the furniture industry seems to be approaching the end of the road." It is."
Since the beginning of this year, when visiting the store, whether it is a holiday or a normal time, almost every time I can see a lot of roll-ups at the door of the store, the content is not a celebration, or a promotion. Despite this, most stores are almost in the door.
In this regard, insiders blame the price war, never let go of every holiday, the festival of Ching Ming Festival is not missed, so the effect of the promotion will only get worse. "Every family is promoting, I don't know which one is the most affordable. It seems that every time I can buy a product at a promotional price, as long as I walk a few more stores, there will be no idea if I have an idea, because I don’t know when. It is the lowest discount." Consumers have such feelings, and the effect of promotional activities is also reasonable.
In the current promotion activities of the furniture industry, in addition to the activities of the opening of the store can still maintain a certain effect, other promotions are always good and bad, and the weather is uncertain.
The essence of the excavation promotion is the same as the promotion. Why is there a certain difference between the opening of the store and the usual promotion? The answer must be explored from the consumer psychology of consumers. What are the root causes of consumers' enthusiasm for promotion, low discounts on activities, or more gifts, or the hope of winning a big prize? One by one, I found that it was not. Because all these ordinary holiday promotions, even "retail price = material price + labor + shipping costs + store sharing rent" are rarely asked. A detailed inquiry is still on the "node" of opening a business. Because the store opened only once, "there is no such store after passing this village", which means that such an opportunity is extremely rare, quite a bit of "a rare thing". The fact that things are rare is actually caused by “shortfallsâ€, which means that the essence of promotional activities is “short?
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