In the first half of the year, the promotion of home furnishing stores in Xiamen was normalized, and the big dramas were successively staged. There were many innovative marketing methods, which not only benefited consumers, but also increased the sales volume of the stores.
According to statistics, sales data of major home stores have improved compared with the same period last year. For the second half of the year, many merchants expressed great market potential and are optimistic about the market situation in the second half of the year.
Activity normalization discount last year
In the first half of the year, from March to June, the activities of various stores continued one after another, and the home store activities appeared to be normalized. In these drama activities, the incentives for the stores have also increased significantly. This kind of promotion and sales promotion has become the focus of several major stores, and it also reflects the fierce competition between the stores for customer resources.
Regardless of the island's Jijia·home world, Red Star Macalline, or the island's Xiyingmen, Beijing Jimei home. In addition to paying attention to the traditional festival sales focus, these stores also pay attention to the consistency and preferential measures of each event, basically forming a promotional atmosphere of “uninterrupted big activities, often small activitiesâ€.
In the first half of the year, Jijia·Home held three major events, including the spring in March, the peak in April, and the three-hour purchase in June. Both of them promoted popularity and sales. In particular, the May 1 activity file was warmed up in early April, and the night event was held for the first time on April 13th, and the sales peak was driven during May Day.
Red Star Macalline this year's activities, more activities are followed by the group, "two days have come", "group 27th anniversary", "big name cut big card" and other activities.
The staff of Xiyingmen said that the subsidies for the shopping malls have been carried out for a long time, but the first time in the May 1 activity file is adjusted to 15%-20% for the first time; on June 10th, the store also passed the exemption activity, and the day is exempted from 200. More than 10,000 yuan. These incentives are unprecedented, and they also get better sales results.
Breakthrough in marketing new initiatives
As we all know, shopping malls, such as the battlefield, are expected to drive sales every time.
In the first half of the promotion drama, in addition to the traditional lottery, gifts, discounts, the mall has made new breakthroughs in marketing strategies, such as "limited time purchase", "night market sales" and the current popular "full exemption" Activities seem to be more stimulating to consumers' eyes.
In the competition, through these new marketing initiatives, gathering popularity to drive revenue, multi-channel marketing model not only tests the wisdom of the store managers, but also the key breakthroughs between the various stores.
“Store promotions have been normalized, and only real profits can attract consumers. Our stores have real money in every event to subsidize consumers, more affordable, in order to bring high sales.†Xiyingmen Manager Xiao of the Planning Department said, “The sales in the first half of this year increased by about 70% compared with the same period of last year. The most important reason for the sales growth is that the store has changed the marketing ideas, such as truly helping consumers to avoid orders, with real visibility. Affordable has won the recognition of consumers."
“The first home dinner in April and the three-hour purchase in June have achieved remarkable results.†Speaking of the marketing strategy in the first half of the year, Ms. Sun, from the Planning Department of Jijia, said that by continuously innovating new models and advancing in a planned way, they can gather together. ". For example, the 19-day May 1st large-scale sales activity began to be publicized in early April, and the activities were extended to May 1 in an orderly manner. This way, multiple benefits are beneficial to consumers, and it is also beneficial for merchants to participate extensively.
The staff of Red Star Macalline Planning Department said that the sales volume in the first half of the year was significantly higher than that of the same period of last year. In marketing, it mainly relied on the activities of the group, and invited stars and famous hosts to participate in the event, with rich categories and affordable. The price is returned to the consumer, thereby increasing the total sales volume of the store.
“The sales volume in the first half of this year has been greatly improved compared with the same period of last year.†The relevant person in charge of Beijing Jimei Home said that the number of properties outside the island increased and the demand increased. For example, during the May 1st period, they held the “2013 International Furniture Culture Festivalâ€, with sales reaching 8 million yuan. The factory direct sales model attracted Meidi Yadeng, Tianhu City, Sunshine County, Binhai New City, Gulong Royal Garden, and Zhangzhou City. Nearly one hundred real estate owners inside and outside Xiamen Island participated in the city.
The market has the potential to be optimistic about the second half
According to statistics, in the first half of 2013, there were 26,901 sets of residential transactions in Xiamen, with an average monthly turnover of 4,483 sets, an increase of 42.12% compared with last year's transaction volume. In particular, the “National Five Articles†policy detonated Xiamen’s March second-hand housing transaction data, and these potential market consumption will increase sales opportunities.
The manager of the Jijia·Home World Sanitary Ware brand said that the number of real estates on the island will increase in the second half of the year, plus the real estates that were handed over at the end of last year, which will bring opportunities for the building materials market. For the second half of the market, he is still relatively optimistic. They mainly follow the marketing pace of the store, and focus on the Tianqin Bay, Central America, Baoshu Bay, Baojia Yufeng and other real estate, looking forward to a better harvest in the second half.
“Continuously changing the marketing ideas, we can effectively guide consumption. For example, in the first half of the year, there was originally a peak season, but under the guidance of a series of activities, the market responded well, indicating that the market has potential.†Xiyingmen Planning Department Xiao The manager said that in the second half of the year, they will continue to optimize marketing, and continue to do a good public welfare activity similar to the free detection of mahogany, to promote consumption with benefits. She expects that the trend of home building materials will increase significantly in the second half of the year due to the continued warming of the property market.
The relevant staff of the Red Star Meikailong Planning Department said that from the experience analysis, the normal meeting in the second half of the year will be better than the first half of the year, and they will focus on marketing at the nodes such as the anniversary and the National Day Golden Week.
"The market will be better than the first half of the year in the second half of the year." The relevant person in charge of Beijing Jimei Home said that the basic customers of the first half of the year chose to move to a new home before the year. According to him, the entire renovation in the first half of the year was more, which will benefit the sales of building materials. Upgrade.
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