The promotion of the cabinet industry has become a disaster.

For promotional activities, I believe that anyone with a shopping experience will not be unfamiliar, especially in today's highly competitive industry, the promotion war is always happening. In 2012, affected by the big environment, the cabinet industry sales were not as good as in previous years, the market was sluggish, and more and more terminal dealers lamented: “The promotion is to find death, not to promote is to die.” Under the pressure of survival, various promotions are intensifying. It’s not a good thing for consumers or businesses.

Promotion is rampant, harming others

There are too many promotions and too frequent promotions. To be honest, customers are tired of looking at them. Manufacturers, channel executives, and dealers are definitely tired. Because of the wide variety, the return on investment is too low, not ideal, white and busy, even at a loss. A cabinet dealer interviewed by the author did nearly a hundred promotion activities. He said that he did not want to engage in activities anymore. He made a loss once and did not lose money. He did not have any confidence. In fact, this is a very common phenomenon, not only in this year, but also in the past years.

According to the truth, promotion should be an activity that drives sales and increases profits. Why is there more sales problems with more sales? The author believes that the impact of the objective environment is on the one hand, such as the low consumption caused by the big environment, and the “immune ability” of consumers for promotion activities. But more important is the reason for the cabinet makers themselves, cabinet makers use too much false propaganda in the promotion. "Absolutely shocking", "small profit sales"... a variety of vocabulary is extremely exaggerated. For example, a certain merchant will sell 50% of the original cabinet price of 3,850 yuan. Although the merchant only sells for 1990 yuan, is this price really only a "small profit"? The author interviewed many consumers with this question, and most of them sneered at it. A thoughtful friend provided the author with a set of data. In the week before the promotion, he secretly went to the mall to record the price of many goods. When the promotion was made, he compared the price of the same kind of goods before and after. One is scared. The original price of 40 yuan of the commodity price has become 60 yuan, and then hit 7.5 fold into 45 yuan, at first glance the discount is large, in fact, it is more expensive than the original. Such false discounts, not only can not attract consumers, but will damage the reputation of the business.

There are also low-priced special products for merchants to attract customers, but the number is limited. When a customer wants to purchase such a product, the promoter often recommends other preferential products first. If a consumer who purchases a special product is encountered, the product will be sold out. Such a means can only deceive consumers who do not know the truth, and gain instant benefits, but for a long time, it will cause great damage to the credibility of the entire industry. This kind of behavior of the business harms both the consumer and the enterprise itself.

Health promotion promotes industry development

If the activity promotion is not used properly, it will be equivalent to playing a "price war", which is more "wandering" than anyone else. The product has been greatly reduced __ after the price, the operator in order to profit from it, or the black-box operation, and then discount the price, then often give consumers a bad impression of profiteering; or after the price of the commodity is greatly reduced, Use cheap raw materials, rough production processes, and sacrifice quality service. No matter which method is adopted, it is unhealthy and cannot bring benefits to the healthy development of the company.

Event promotion is an integral part of corporate marketing, but not equal to marketing. Strictly speaking, event promotions need to have certain conditions, limited time, and need to be planned. However, the current business promotion is as straightforward as the home. No matter the size of the festival, there are no holidays. If you want to make a promotion, you will start to do it until there is a promotion every day. It is this kind of practice that makes the promotion of the event flooded, and the promotion has lost its proper role and significance.

The popularity of the entire cabinet industry promotion has also led some companies to put sustainable development and profitability on the promotion of activities, neglecting the innovation of products, ignoring the pursuit of product differentiation, service differentiation and marketing differentiation. The development has stagnated.

Fundamentally speaking, promotion is an exchange of interests, but it is different from the exchange of interests in the general sense, because promotion is not only the exchange of interests at the moment, but also a long-term relationship between the merchant and the store. cooperate with. Therefore, when developing a promotion plan, whether it is a store or a business, it is necessary not only to consider whether the form of the promotion is appropriate, but also whether the form matches the brand and whether it can bring sales promotion to the company and the store. In a sense, these three aspects are an organic whole, and one of them cannot be arbitrarily separated. When formulating a promotion plan, the manufacturer must consider from the perspective of investment, both to take into account the short-term interests of the company, but also to focus on the long-term development of the company and the combination of activities and brands. If the activity jeopardizes the healthy growth of the brand, even if it can bring sales increase, it is not a good promotion plan, it should be removed as much as possible. Only according to the characteristics of its own products, it is the right way to develop a promotional activity that will not damage the brand image, and the non-healthy promotion of the future development of the overdraft corporate brand will not be worth mentioning.

Big brands need more special promotions

The promotion of “new-for-new” household appliances has been in full swing in all major stores. According to the author, this kind of activity has gradually emerged in the furniture industry. Of course, companies that dare to try are big home brands. In the case of a sluggish market, “trade-in” is a good means of promotion.

The “old-for-new” of household products is similar to that of the household appliance industry. Anyone who buys new furniture can hand over the old furniture to the store for recycling. Regardless of the original price of the old furniture and the old and new, it will be 5% of the new furniture turnover. Discounted deduction. Some home furnishing companies have also set up professional teams to inspect old furniture for customers, and issue a certain amount of subsidy vouchers according to different categories. Consumers can use subsidy vouchers to deduct cash when purchasing new furniture. Some companies in the trade-in, if the customer's old furniture is the brand's products, will also give greater benefits. In this way, “trade-in” has become a propaganda tool for enterprises, which has played a role in promotion and promotion. Of course, this type of promotion requires a lot of capital investment and post-service, although it saves a lot of money for consumers, but the money is paid by the company. It is difficult to do without a certain economic foundation to back it up. At present, only a few big brands are doing “old-for-new”, and SMEs should also use their brains to find out the promotion methods that suit them and avoid the vicious competition brought about by the proliferation of promotions.

Cabinet manufacturers can only stand the test when they return to the original. When all the promotional tactics are used up, only the return to the true frankness is the way out.