Nowadays, due to the competitive pressure of the industry, many sanitary ware companies have made it difficult to clearly define the development of the exhibition hall, but passively accept the continuous “renovation†of the exhibition hall. The terminal active marketing model, as a new model of terminal sales, has been paid attention to by well-known enterprises in the sanitary industry. Because the sanitary products themselves have the characteristics of low attention of consumers, consumers have certain limitations in understanding and understanding the products. . Therefore, the introduction of active marketing models in the operation of the exhibition hall will be more helpful to help consumers understand and accept our products, so as to achieve sales of our products.
Here we come to know what is the active marketing of the exhibition hall and how to carry out the active marketing of the exhibition hall:
Characteristics of traditional exhibition hall operations
As a kind of terminal sales model, the sales model of the exhibition hall played an active role in the development of the sanitary ware industry. It subverted the traditional sales form and was deeply loved by consumers with its characteristics of product concentration, brand prominentness and consistent service. The traditional exhibition hall operation has the following characteristics:
1. The target consumer group has a clear purchase target
The target consumer group in the exhibition hall is very clear, that is, customers who have purchasing needs. For these target customers, the biggest role of the bathroom showroom is to fully attract and stimulate the customer's buying interest, enhance the customer's understanding of the target showroom brand, and realize the customer's purchase possibility.
2, can lead the industry's consumption trend
Consumers' understanding of bathroom products is more based on later understanding and learning. Due to the influence of the information dissemination channels of sanitary products, it is difficult for consumers to have a systematic and comprehensive understanding and understanding of sanitary products. The bathroom exhibition hall can precisely realize this function, which is timely when consumers purchase products. The introduction and recommendation of the latest products of the bathroom, in order to achieve the purpose of leading the trend of the industry.
3, with standardized sales management services
Many sanitary ware companies are striving to establish and standardize the storefront service of the exhibition hall, and to achieve the consistency of the sales management service of the exhibition hall by establishing a complete set of store management processes and service standards. However, due to the influence of the management of the exhibition hall and the quality of the sales staff, the standards for the exhibition service of the sanitary industry are not good.
Trends in future showroom operations
As one of the main modes of terminal sales in the sanitary industry, the exhibition hall has been recognized by many sanitary ware enterprises. With the gradual maturity of consumer consumption concepts, consumers' product purchasing channels are also diversified. Consumers have already At the beginning, the single sales function of the exhibition hall could not be satisfied, and the functional requirements of the exhibition hall were more obvious. Consumers are more eager to learn more about purchasing information in the showroom. At the same time, with the development of the terminal terminal sales model and the gradual maturity of consumers' consumption behaviors, modern (modern decoration renderings) consumers are not pursuing a single shopping demand, consumers demand warm and elegant shopping environment; The shopping space is required to be comfortable and convenient; the in-store service requirements are meticulous and thoughtful; the performance requirements of the product should be understood and mastered as soon as possible.
Living environment of the exhibition hall
The role of the bathroom in the decoration can not be underestimated, the choice of bathroom will directly affect the style of the decoration, and affect the effect of the decoration. However, due to the influence of the traditional decoration process, consumers are often determined that the decoration style has been determined, and even when the decoration has been halfway through, the purchase of the bathroom is started. The consumer's consumption concept will produce a very Great impact. Because consumers began to renovate, they did not consider the importance of the bathroom in the overall decoration of the home.
Therefore, the situational terminal of the sanitary industry requires that we use the display of life to let consumers feel the importance of the bathroom in the overall decoration effect, and accept the process of home decoration from the heart. While consumers accept our decoration concept, they also leave room for sales of our bathroom sales.
Exhibition hall purchase situationalization
Let consumers feel the warmth and romance of the home environment in the living room, let consumers feel the importance of bathroom products in products and display personalized showrooms, let consumers buy our products under the influence of multiple factors. It is the subtlety of the operation of the exhibition hall.
An exhibition hall that is consistent with product positioning and brand positioning, and an exhibition hall that carries product culture and decoration style is the new trend of the future exhibition hall operation of the whole bathroom industry.
With the development of terminal diversification, more consumers will have the opportunity to “taste†the “feast†of shopping feelings brought to them by the situational exhibition hall.
Personalized showroom products
Personalized demand has become the mainstream of consumer demand for products, and consumers are beginning to pay more attention to product personalization. We can no longer meet the needs of all customers with the same type of products. In the field of home decoration, the determination of the decoration style represents the beginning of the renovation activity.
For the sanitary industry, in the exhibition hall, according to the characteristics of each period of decoration style, design and leave the decoration style experience area, is to let consumers fully feel the individualization of the overall home products, and recognize the importance of choosing the decoration style in the home decoration. It will play a positive role in our subsequent sales of bathroom showrooms.
Exhibition hall show stage
The home environment is the stage for the decoration owner. The product display of the exhibition hall is the stage for constructing a future master, through which the consumer feels. The factors displayed in the bathroom exhibition hall cover many aspects, including: bathroom products, exhibition hall services, lighting, color, smell, sound, voice, etc. Through the combination of these factors, the product display is enriched and diversified.
Nowadays, the operation of more and more brand exhibition halls has been extended and cultivated to cultivate the loyalty of consumers. The development trend of “environmentalization, product personalization, display stage, and purchase situation†presented by the exhibition hall operation is on the brand's terminal. Refined operations are becoming more and more important.
Source: China Bathroom Network
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