In August, the London Olympics heated up again, and the home furnishing industry also set off a round of Olympic “marketing feverâ€. Many home furnishing companies hope to achieve further success through the Olympics’ “Dongfengâ€.
In 2008, driven by the Olympic economy, many home brands achieved profitability in the Olympic economy. Compared with the Beijing Olympics four years ago, this year's home furnishing industry seems to be much colder, and the Olympic marketing activities are relatively less. The reporter interviewed dozens of home industry insiders, most people said that this year's Olympic Games has little impact on the home market. However, there are also many businesses who have caught up with the Olympic marketing.
Home companies take advantage of "Olympic marketing"
As early as the first half of this year, the home furnishing industry launched the "London watching the Olympics" sweepstakes. Actually, the family launched the “buy furniture for London parent-child tour†activity. The TATA wooden gate held a sweepstakes at the 13th anniversary celebration, and also took a sweepstakes to win the London Olympics. In addition, Wrigley launched the "Bright Arrows and Men's Basketball" raffle, lucky consumers Wrigley will send them to London to watch the Olympic Games, cheering for the men's basketball team.
Also playing the "Olympic card": Mousse launched the "buy mousse, watch the Olympics, travel to London" activities, 50 lucky people to visit the London Olympics. Gujia Home Products officially entered the Training Bureau of the State General Administration of Sports, and officially entered its sofa and soft bed products into the Training Bureau of the State Sports General Administration. It became a special product for athletes' apartments, athlete training halls and training bureaus for physiotherapy and rehabilitation institutions, preparing athletes for the London Olympics. . All-Friends Home signed a national water sports center to help the London Olympics.
Wang Lei, director of the e-commerce department of Kebao, believes that the Olympic business opportunity is a rare historical opportunity. The starting point of the home industry's marketing is good. Due to the sluggish overall market environment of the home furnishing industry this year, the Olympics and the promotion of the promotion are the best marketing gimmicks. From the brand point of view, it is possible to add points. Because the "higher, faster, stronger" Olympic spirit has given consumers a high degree of attention, which has inspired the national spirit and has a certain influence on the brand. At the same time, Wang Lei also said that the promotion and promotion of the brand is a high-level marketing.
Qi Haifeng, deputy general manager of Beijing Hanobeige Co., Ltd. told reporters that the Olympics is a hot event now. It is also a good plan for home furnishing companies to use some hot events for marketing. It can give good feedback to consumers and achieve a win-win situation for both enterprises and consumers.
At the same time, there are also people in the home industry who believe that the Olympics should be marketed and businesses should do their best. Marketing that is suitable for your own brand positioning and executable is a good marketing. SMEs can do their own marketing strategies according to their own characteristics.
Home "Olympic Wind" lost 4 years ago
For the traditional home improvement building materials market, August itself is not the peak season for sales. Therefore, many merchants or consumers believe that marketing planning during the Olympic Games can not drive the market. This year's Olympic Games has little impact on the home market.
After visiting the Beijing home store, Sina Home Report found that some of the stores did not carry out special promotions during the Olympics, such as: Red Star Macalline, Jimei Home, Chengwaicheng, Oriental Home. Yin Yuxin, deputy general manager of Oriental Home Plaza, told reporters: "During the London Olympics, they did not do a lot of Olympic marketing activities, just regular promotional offers. They are more interested in promotions that directly stimulate consumers and benefit consumers, such as : Individual product specials, buy gifts, etc., to give more consumers direct discounts and preferential measures."
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