The competition in the home industry is fundamentally the competition of brands. Creative marketing is the means.

Some people say that the competition in the home building materials industry is basically a brand dispute. Some people say that it is a dispute of suppliers, and others say that it is a battle for marketing means. Creative marketing has become the key to attracting consumers' popularity and even driving economic benefits. Summarizing the recent promotion of some home stores and storefronts in Jimo, unlike the previous competition for price wars, the promotion of home brands is now more rational, especially the creative color, making the marketing process more warm and full of fun. Today, people are paying more and more attention to the quality of life, the value of creativity is more and more recognized, and it has brought tangible benefits to the business.

Santa's home "Golden Home Big Robbery"

In 2012, a comedy film "Golden Robbery" directed by Ning Hao was sold at the box office after being released nationwide. On July 6th and 7th, the “Golden Home Big Robbery” will be opened in Jimo. The big-name event posters have made many consumers think that the sequel to the "Golden Robbery" was staged. After a closer look, it is known that it is a large-scale promotion that will be held in the St. Diya Home Building Materials Plaza. It turned out that in the event, the company will launch the latest factory direct sales price for the whole year, and there will be a “golden egg” link. The grand prizes are all gold products, so the name of “Thunder Man” is taken.

The reporter learned that the theme of this event is “buy home, gilt eggs, and robbed gold goods”. On July 6th, the site announced the recent factory direct auction price “robbery price”, 7:18 on the 7th. Eggs, customers can pay 5,000 yuan for each purchase of gold eggs, 10,000 yuan for gilt eggs 2 times, 20,000 yuan for gilt eggs 4 times, first prize 3, China gold gold necklace 1; second prize 5 Name, 1 Chinese gold and gold ingot; 8 third prize, 1 gold gold bar in China; 18 in fourth prize, 1 gold gold ring in China; 38 in fifth prize, 1 Chinese gold transfer ball worth 199 yuan; A number of lucky prizes, 1 exquisite gift.

In addition, pay 10 yuan to order the "Golden Home Big Robbery" tickets, shopping tickets mark the Union goods, 10 yuan to cash 1,000 yuan (200 yuan vouchers per brand). On the "Golden Home Big Robbery" tickets, you can collect several major league brand "Event Special Chapters", and you can receive one free gift of 38 yuan at the event.

Piano wardrobe free collection model room

In the fiercely competitive environment, like the home store, there are also a few unique stores that attract consumers and drive consumption through endless creative marketing activities. During the interview, Piano’s “Free Collection Model Room” campaign was launched. It is very representative.

According to the director of the Piano wardrobe store, Ji Weili, the event mainly attracts consumers through the form of rebates. For example, if a consumer buys a furniture with an original price of 10,000 yuan, the store will first offer a discount of 6,000 yuan, and the remaining 4,000 yuan will be sold at a price of 5%, that is, the original price of 10,000 yuan of furniture, only 3,000 yuan Transaction. However, at the time of the transaction, a deposit of 4,000 yuan will be required. The customer will return 1,000 yuan for each new customer who comes to the store. Three new customers are recommended to take back the 4,000 yuan deposit.

“Now Jimo has a lot of new homes that have just turned over the keys. The launch of this activity is mainly to attract more consumers through the model effect created by some customers.” Ji Weili said that the creative marketing model is still in the trial stage. If successful, it will be expected to be promoted and become a unique marketing method.

Fuchs Home Launches Thanksgiving Day, Oktoberfest in July

In fact, major home stores have gradually realized that the first consumption of consumers is actually the first step to enter the store and understand the brand, so marketing activities are also an important means to bring the distance between enterprises and consumers closer. Nowadays, merchants will develop more fresh marketing activities from the immediate needs of consumers.

The reporter learned from the Fuchs Home Store that the store will launch two major themed activities of “Thanksgiving Day” and “Oktoberfest” in July. In the "Thanksgiving Day", in addition to the traditional promotional activities, the old customers will be invited to return to the store, free gifts, new customers to the store also have discounted prices, as well as sweepstakes, the winning rate is 100%, the event will last two Three days.

At the Oktoberfest, we will be doing a very large scale. The inside and outside are combined. The outside field mainly holds wonderful performances. We intend to invite several singers from "China Good Voice" to sing live. Jia Guanghua, chairman of Fuchs Home Store, told reporters that the field will follow the model of Tsingtao Beer Festival, set up many beer brands at home and abroad to taste the stalls, as well as special snacks and some entertainment projects, even mobile toilets are ready. At the same time, the venue held a "night banquet" event, which combines beer elements, such as free beer vouchers, so that consumers can feel the fashion shopping experience. The event is a theme every day, and the initial plan is to continue for half a month. "Culture can not only fill the daily consumption pattern, but also win more business opportunities for home stores.

If the consumer gets benefits, the brand will be recognized.

At present, the promotion activities of home stores have caused fatigue to consumers, and the effect of promotion has become less and less obvious. So many people in the industry have complained that the market is now in a state of no promotion. In this case, we must lead and innovate a new way of household consumption. We can see that some big brands of sanitary ware, wood flooring, integrated ceilings, cabinets, etc. have already taken the lead in the innovative marketing of the home market. Innovation is one of the eternal themes of all industry development. Consumers are increasingly demanding service quality. Now it is difficult to form new breakthroughs in the form of channel management, terminal promotion, new product impact, etc., and it is easy to be imitated by competitors. .

Whether the creative marketing of home stores is successful or not, consumers still have the final say. In the face of dazzling home marketing, how do consumers react? “There are a lot of tricks for the merchants. I am most concerned about the price of the final transaction. This is the most important standard for reference.” Ms. Jiang, a consumer who purchased bathroom products at Shengdiya Home Building Materials Plaza, told the reporter. Most consumers, like Ms. Jiang, retain some calmness and rationality while participating in enthusiasm.

"A successful creative marketing solution, in addition to meeting the local market environment, must also proceed from the needs of consumers, but also to ensure that the quality is qualified, the price is reasonable, the environmental protection is up to standard, and the content and form are added closer to the consumers. To put it bluntly, Who is giving the benefits, who is more likely to be recognized." The relevant person in charge of the St. Diya Home Building Materials Plaza said that the previous home stores always focus on internal and external decoration, human services and promotional discounts, but now, "home The creation of a shopping atmosphere will become a hot spot of attention. If a home store is actively shopping, then this atmosphere will subtly affect the subconscious feelings of other customers, and will help to promote consumption. From the perspective of the industry, the participating businesses and stores, while pursuing attractive prices, must also strictly control the price bottom line. The quality of the products sold, safety and environmental protection are the premise of substantial profit, and can be fundamentally given to consumers. maximum profit.

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