Inventory of the top 8 marketing events in the first half of 2012

In 2012, affected by the upstream real estate market , the road to survival in the home building materials industry has also gone particularly hard. In the fiercely competitive market environment, home building materials companies have faced each other and launched self-rescue operations. At the same time, a new round of reshuffle in the industry has also begun. More than half of the time in 2012, the editor of the newspaper has been invented for half a year, and it is a more influential marketing move in the home industry.

Keywords: clear price

On the eve of “315”, the family actually took the lead in launching the “clear price” and announced that the five stores in Beijing will start the clear price system at the same time, requiring all the goods of the merchants to be clearly priced and sold strictly according to the price. In order to carry out the promotion, the manufacturer must declare to the store in advance, enter the ERP system, and mark the original price, the promotion price and the promotion date on the price tag. In June, the other two major stores in Beijing – Lan Jing Li and Jimei Home – are currently preparing for “clear price” in order to seize business opportunities.

Comments: The price of the home store is clear, which has a positive effect on promoting the standardization of the industry and improving the price chaos in the industry. However, as a new measure, the clear price will also face a series of problems such as the control of prices and the long-term consumption habits of consumers. How to proceed in a standardized way, which requires major supermarkets, brands and consumers. And the joint efforts of relevant industry leaders.

Keywords: blasting marketing

In the first half of the year, several small holidays and weekends, Jimei, Chengwaicheng, and Wanjia Lighting Decoration City have implemented blasting marketing. Different from traditional marketing activities, blasting marketing focuses on precise marketing, identifying good consumer groups, and conducting targeted publicity by visiting communities and sending invitations. It is understood that the blasting marketing not only provides high popularity for the store, but also has a great breakthrough in sales on the day of the event. Chengwai Cheng achieved sales of 71 million in the blasting marketing activities held in mid-April. The blasting marketing activities of Jimei Home Dinghuiqiao Store held during the Dragon Boat Festival holiday have also achieved success. According to Shen Yaojun, vice president of Jimei Home Group, “This blasting marketing has increased by 50% compared with the pre-holiday”.

Comments: Blasting marketing was originally popular in some small and medium-sized cities. Nowadays, the mainstream home store in Beijing has introduced this model, which is also the first battle. However, if the month and month are engaged in blasting marketing and using this marketing method every day, can the effect be guaranteed? Many people in the industry said that the blasting marketing overdrafted the potential consumers in the next one or two months in advance, resulting in a hot sale in the store for two or three days, and the situation of a month of stagnation.

Keywords: furniture trade-in

In order to stimulate consumption and expand domestic demand, the Beijing Municipal Commission of Commerce announced at the beginning of the year that the Beijing furniture “old-for-new” policy is expected to be officially introduced during the year. The furniture trade-in will continue the policy of home appliances, and several large-scale furniture retail stores will be used in several major categories. As a trade-in class, furniture is subsidized according to the percentage of new product turnover, and the upper limit is set. Before the introduction of the old-for-new policy, the Real Home, Red Star Macalline, Jimei Home has spontaneously explored the old-for-new model, and has implemented the “old-for-new” business.

Comments: According to the feedback of the store that has been replaced by furniture, the recovery of old furniture is the biggest problem facing “old-for-new”. The recycling of old furniture includes various processes such as disassembly, handling, storage and handling, and the complexity is far more than the “old-for-new” of home appliances. In addition, the subsidy target, the subsidy method, and the subsidy amount are also one of the factors that can successfully implement the “old-for-new” furniture. In addition, the attitude of many furniture merchants is not very positive, which also needs to take into account the interests of manufacturers and distributors.

Keywords: LED lighting

Energy-saving and environmental protection has become the consensus of various industries, and the home building materials industry is no exception. During the “315” period, Bandung Huiyang Lighting City in the West Fourth Ring Road was officially listed as the first green energy consumption education base in Beijing, in just a few In the month, in addition to promoting LED lights to factories, shopping malls and hotels, LED lights should be brought into the home as soon as possible, becoming the main body of new home lighting. This demonstration base has already enabled thousands of consumers to purchase energy-saving lamps. Turn to buy LED lights. Coincidentally, the high-light international lighting port in Shilihe also opened an LED lighting energy-saving procurement base, with an energy-saving product experience hall.

In addition to the difference between LED lighting and general lighting, consumers can also learn about the development of energy-saving lighting products.

Comments: After 2008, LED lighting began to gradually move toward the home market. Every new product comes out, and it takes a period of running-in to be recognized by consumers. LED lighting is no exception. Although LED lamps have shown superiority in terms of environmental protection and energy saving, for ordinary consumers, the reason why LED lamps are not sold well is that it is several times more expensive than traditional incandescent lamps and energy-saving lamps. In addition to good publicity and promotion, the LED lighting bases of Jingdong and Jingxi two major lighting cities should study the price issues that consumers can accept.

Keywords: e-commerce offline experience store

At the beginning of March, the Tmall Love Bee Tide Experience Hall (formerly Taobao Mall Aibo) announced that it would relocate from Beijing’s Sihuidong to the “Xiawaicheng Furniture Plaza”, a commercial real estate center in Beijing’s South Fourth Ring Road. At the end of April, every Saturday and Sunday, there will be group buying activities here. There are about 50 merchants participating in each event, including more varieties. The event host will lead the customers to kill the price, kill the price, and the consumer can place an order on the spot. . In mid-May, Jimei Home E-Commerce Experience Hall, located in Hall 1 of Jimei Home Beijing Dahongmen Store, was officially opened. The museum covers an area of ​​over 6,000 square meters.

Comments: E-commerce has a lot of alliances with traditional home building materials stores, which is a major alliance between emerging sales methods and traditional sales methods. Merchants can display product information online and experience product services offline to make consumers more fully aware. Through such reservation-type consumption, the household consumption group can not only broaden the room for product selection, but also make the most suitable choice for home decoration through online and offline comparison. However, we need to wait and see how the stores that need “addition” are integrated with the e-commerce that needs “doing subtraction”.

Keywords: brand lighting

The concept of home improvement has shifted from “light decoration and heavy decoration” to “light decoration and heavy decoration”. Lamps have become more and more important as a must-have item and decoration in home decoration. At present, in Beijing Shilihe Home Building Materials Commercial Street, a rising large-scale lighting mall, Hemeijia, is in the midst of intensive investment. He beautiful home lighting. The plaza has a convenient location adjacent to Zhouzhuang Jiayuan Community in Chaoyang District. It is reported that Hemeijia Lighting Plaza has introduced the domestic top lighting brand and strives to create a high-end, luxurious lighting brand store.

Comments: Some brands in the current lighting store are not integrated, and some do not have scale advantages. This has resulted in a high-end brand with high requirements on the area, which lacks a matching business environment in Beijing. However, brand building can not only rely on manufacturers or distributors, as a lighting store should provide a better display platform.

Keywords: Ceramic Chamber of Commerce

At the end of March, the Beijing Chamber of Commerce and Industry Ceramics Chamber of Commerce was established in Beijing, and Chen Jinlin, Chairman of the Minlong Ceramics Headquarters Base, was elected as the president. The Chamber of Commerce has absorbed more than 90 ceramics production and sales in Beijing and extended industry chain member companies, covering construction, health, daily use, art ceramics and other categories. This also marks that the Beijing ceramic industry has its own organization, and this integration and re-planning will play a positive role in the development and regulation of the industry.

Comments: The establishment of the Beijing Ceramics Chamber of Commerce has filled the gap in Beijing without a ceramics chamber of commerce. The platform of the Ceramic Chamber of Commerce not only serves the member companies, but more importantly, pays attention to environmental protection and integrity, and does some real things for the consumers in Beijing. service.

Keywords: self-operated model store

In June, Xianghe Home International Home Plaza officially opened, this is the first furniture store in Beijing. Directly purchase products by working with furniture manufacturers. The shopping malls are responsible for the import, sale, adjustment and storage of the products, eliminating the need for middlemen and relying on the difference between purchase and sales to obtain profits. According to industry estimates, the sales price of furniture products under this model will be 40% to 60% lower than the same period last year.

Comments: Since the planning and investment, the home of Xianghe has been subject to disputes from industry associations and brand companies. Although the house of Xianghe owns the property, it does not close the rent and only earns the meager profit of the difference. It is difficult to bridge the huge cost of decoration, operation and labor in the store; the commercial premises in the vicinity of Wangsiyingqiao are lacking in commercial facilities, brand recognition and Popularity takes time to develop.