China's door and window market holiday promotions four major status quo

In general, although the current popular saying “do not engage in promotions is waiting for death and engage in promotions for death”, in the industry’s view that in the face of “non-promoting” or “non-promoting” trends in holiday window and door markets, the performance of businesses will vary, and most of them will not Business opportunities on the holidays are indifferent, basically big or small, early or late. Nine Zheng Xiaobian compiled his own experience in the window and door industry and tried to roughly classify their mentality into four categories.

First, a strong attack

Such customers have given extremely high expectations for National Day and other holiday promotions, and promoted sales promotion as an important means of stimulating performance and brand promotion, so that they believe that they can engage in several influential big promotions in a year, basically The one-year task will be completed successfully. Not only do they flock to major festivals such as May 1st, 11th, and New Year's Day, they also miss the smaller festivals such as 3.15, Dragon Boat Festival, Teacher's Day, Valentine's Day, etc., and they will usually catch the anniversary of new listings, stores, and building materials markets. When other opportunities arise, they usually start one month ahead of schedule, formulate a promotion policy, order promotional gifts and promotional materials, etc., and make vigorous publicity through leaflet distribution, television, radio, etc.; With great energy and financial resources, the business also extended the promotion period to the post-holiday period.

For example, a certain distributor in Central China, as early as August 20th, applied to the headquarters in advance for the National Day Promotion Program. The preferential time is set from September 10 to October 8. He plans to start planning and publicizing at the end of August. Before and after the extension, basically two months in September and October took the National Day promotion as a major issue.

  Second, the first interception

At present, promotional activities have become the norm, especially to May Day, National Day and other major festivals. Market competition has become fierce one or two weeks ahead of schedule. It has entered a stalemate, with gifts and price cuts rising and falling; consumers are dazzled and indecisive; Intensified, some businesses have developed to intercept customers twenty to thirty days in advance, with a view to staggering the peak sales period and bring about more satisfactory performance. For the promotion effects during the holiday period, it is actually an indifferent attitude and how much it can be achieved. It is as important as it used to be. This is exactly the popular saying of "Jin 9 Silver 10". September was more valuable than October!

There is also a disadvantage in that there are too many time in advance, because many owners may still be waiting and seeing, and they hope to wait until most businesses have introduced promotional policies before making comparisons. Therefore, it is best to engage in activities to find out the best, such as anniversary celebrations, group purchases and other activities. form.

Third, mobile response

During the holiday activities, some merchants learned that their peers had resorted to rare and popular policies and felt unprecedented shock pressure, so they took the initiative to take countermeasures to get a share of it. This is a flexible and flexible strategy that requires a plan to respond to peacetime, or make quick decisions when getting information.

A distributor in South China Region gave the author a telephone call at the end of August. I was very eager to tell the author that he was worried that a certain part of the customers would be taken away after a certain local brand was planning to organize a group exhibition in the factory showroom in mid-September. In the end, he decided to fight hard with it. Instead of having a direct confrontation with them, they cleverly used the banner of “manufacturers' purchase” of their counterparts to create the banner of “not buying the same factory price”, select some products for special promotions, and formulate some additional preferential policies. Bring some customers to you.

Fourth, quietly

Not every door and window dealer is very cold for holiday promotions, and there are a small number of businesses that are quiet and downplay. There may be several reasons for this. First, the market competition on the holiday market in the local market is too fierce. The requirements of the owners are becoming increasingly rampant. It is very difficult for conventional policies to attract them, unless it is the attitude of “major bleeding”, which makes them feel struggling. If you don't care, you can't stop slamming the water. There is also a situation where the local market does not change much during holidays and sales. Therefore, they do not have the urge to organize large-scale promotions.

It is understood that the situation of large-scale promotion occurs in the window and door market far away from the place of production, because businesses usually have large inventories, the pressure of capital circulation is more pressing, but also hope to use sales promotion to drive sales, while dealers in adjacent production areas usually have very few stocks. Not so enthusiastic about promotions, but also that the prices of commodities in the local market are relatively more transparent.

In addition, the promotion is also related to the positioning of the goods, generally in the high positioning of the brand product market to engage in the most fierce sales promotion, because the higher the price level, the operating space is large, if the middle and low-grade goods, usually go puerile, the route, Well, businesses also rarely engage in promotions, because even if they drive performance, they will not be able to obtain a satisfactory return on profits.

The soldiers are not fixed and the water is indefinable. The above categories are only summarized in a bold line. In the face of holidays, this “golden peak season”, different businesses make different decisions based on different judgments, and the experience and methods are various; the author believes that, in any case, we should base With its own brand management, existing resources and local market conditions, it has a good grasp of the heat and rhythm, and finds a way for its own holiday marketing. It also adjusts its strategy in line with market changes and maintains a more proactive position in marketing.