A few days ago, the author interviewed Li Yong, manager of the furniture planning department of Le Yaxuan. He introduced the author to the three realms of promotion: "Looking at the mountains is the mountain", "seeing the mountains is not the mountains", "seeing the mountains or the mountains". Here, the author will sort out his views for your reference.
The first weight: watching the mountains is the mountain
This is an obvious, “naked†promotion method, which is a promotion method that consumers can discern at a glance, such as traditional discounts, gifts, special offers, cash back, etc., so it is called “seeing mountains is mountainsâ€. The disadvantage is that such means have been abused countless times, the appeal to consumers has gradually weakened, and it is easy to imitate; the advantage is simple and direct, the promotion effect is more obvious. Therefore, the “seeing the mountain is a mountain†type promotion is a double-edged sword. While promoting sales, it also reduces the brand value and grade, and it is easy to cause “promotional sales†and “do not promote but not sellâ€. disease". In 2011, the holiday promotion was kicked off. For most furniture companies, traditional promotional methods such as specials, rebates, and gifts were repeated in various furniture stores. There is no minimum, only lower. Many merchants lose money and earn money in the Red Sea market. The turnover seems to have increased, but the total profit has not risen; the brand awareness may increase due to low-price promotions, but the brand reputation is discounted due to the low price, which is not worth the candle.
The second weight: watching the mountains is not the mountain
This is a relatively concealed, high-tech promotion method. It is generally used in the guise of “public welfare†and “huiminâ€, which makes it difficult for consumers to detect and achieve the purpose of promotion in the near future or in the long term. For example, the “home-for-new†of the home appliance industry, Mengniu convene consumers and the media to visit its factory floor, Nongfu Spring, “Every drink a bottle of Nongfu Spring, you donate a penny to the Hope Projectâ€, Vanke’s customer organization “Vanke Club†"All of them belong to this category. The disadvantages are that the operation is very difficult, the activity creativity is difficult to find, and often focuses on the long-term benefits; the advantage is that it is easily accepted and sought after by consumers, can shape a good brand influence, and promote sales from the side. Then there is the implicit price cut, which first rises and then falls, which is also the usual means of business.
There is very little promotion in the furniture industry to reach this level. This is because the development of the furniture industry is not very mature, and the high-tech promotion methods are basically not available. Secondly, the furniture enterprises are more eager for quick success, more emphasis on immediate interests and obvious interests, and insufficient attention to long-term interests and hidden interests. Of course, the furniture industry also has some relevant cases, such as the red apple's "finding the family", the "3·15 trade-in" of the Woodland mattress.
The third weight: look at the mountains or the mountains
This type of promotion is a generalized promotion, a collection of all the ways to promote sales. It returns to the value origin of modern business: providing customers with products and services that are truly high value (practical value, aesthetic value and spiritual value), low cost (money cost, time cost and opportunity cost, etc.) to maximize customer satisfaction. Current and potential needs.
In other words, we must meet consumer demand and exceed consumer expectations with the most competitive market model, the best product and service quality, the lowest price and cost. For example, IKEA's business model provides consumers with high-quality and low-cost household items with excellent design, low cost and rich categories, eliminating the need for middlemen to increase fares, high rents and renovation costs. IKEA has no dazzling promotional means, only a very ordinary price, its business model of the industry is the highest level of "seeing mountains or mountains." Of course, there are Wal-Mart's "everyday parity", Metro's "warehouse-style cash-selling", and "fast fashion" in Spanish ZARA clothing.
Therefore, to be in the realm of “seeing mountains or mountainsâ€, we must ask ourselves: Do we provide the best products and services to target consumers? Is it the best way to show product benefits to consumers? Consumers understand Is the most convenient way to obtain products? Is the price of the above products and services the lowest? Is the core value that we can provide is what consumers need most? In short, “seeing mountains or mountains†is how to make “practical value, aesthetics†Maximize value and spiritual value, while minimizing “money costs, time costs and opportunity costsâ€.
Of course, we can't simply think that "seeing mountains is not mountains" must be better than "seeing mountains is mountains", or "seeing mountains or mountains" must be higher than "seeing mountains are not mountains." Different companies and enterprises use different promotion methods and types at different stages. As long as it suits your business, it is the best.
The furniture industry is not mature enough, so the whole business atmosphere is very impetuous. Panel furniture often falls into "price war" and "advertising war"; software furniture often falls into "concept war" and "decoration war" in the case of homogenization of products; solid wood furniture often falls into "material warfare", who is competing All solid wood, who is a precious wood species, ignores the more important design and culture.
Pure promotion is only a catalyst. It can only add icing on the cake. It can't be used in the snow. It can change the sales data of the company, but it can't change the fate of the company. Returning to rationality, returning to the origin of the value of business, returning to the origin of customers' needs, "seeing mountains or mountains" can truly stand in an invincible position in the market.
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