With the relief of the epidemic, 2020 finally ushered in the most critical second half of the recovery of domestic consumption; As a result, all walks of life have opened a more intense competition mode. In the custom home industry, the most powerful proof is the "high definition" that started in July and the "aldehyde-free environmental protection war" that exploded in August.
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So in this doomed extraordinary 2020, will the hot preparations in the home furnishing industry be different from those in previous years for the upcoming National Day decoration season? In order to find the answer, the author focused on the National Day store.
On the weekend of September 20, 10 days before the National Day, the author came to the local Red Star Macalline, obviously feeling that the National Day atmosphere this year has faded a lot, and there is no conspicuous banner in the door, there are few big publicity decorations in the interior. Is this rare "double Festival" promotion season just waiting to die?
Of course, this is not the case. After I learned about the situation of several "lively" stores as consumers, I realized that everyone's war was concentrated online this year's national day. Among them, the clerk of a niche log customization brand especially emphasized with the author during the recommend package activity that their official website will carry out live broadcast at night from September 25 to October 10, users who place orders through live streaming can enjoy more favorable discounts than offline ones. Another situation is that the manufacturer held a factory purchase meeting in September ", the two well-known whole-house custom brands I met in the store on the same day were all trying to invite consumers to go to the factory headquarters to buy. It is reported that orders placed at the factory's snap-up meeting can enjoy the most favorable price for the whole year.
In this way, the National Day in 2020 is indeed different. After checking the National Day promotion information published by brands and stores in many ways, the author draws the following conclusions:
1. National Day promotion "online"
2. National Day promotion "preorientation"
3. Linkage sales "normalization"
4. Diversification of marketing techniques"
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Let's take a look at how these four conclusions are drawn:
I. National Day promotion "online"
In order to further stimulate the domestic consumer market, the Ministry of Commerce specially organized the "national consumption promotion month activity" to promote the consumption of the whole people with hundreds of cities and thousands of enterprises from September 9 to October 8.
In this regard, Red Star Macalline released heavy benefits publicly on September 8th: 1 billion benefits were released online to select top-rated home goods with a low discount of 5% for consumers; At the same time, "Red Star Macalline global home decoration Carnival season" was launched ", online launch coupons to enjoy 20% off, open the box to win up to 49999 yuan, home improvement consumers enjoy home decoration basic construction models to reduce 5%, ten thousand yuan soft decoration God coupons, 6800 yuan electrical gift bags and other full benefits; in addition, at the end of September, Red Star Macalline will also launch a live broadcast of Red Star Macalline's surprise carnival night with CCTV anchor Group, giving back the enthusiasm of the citizens of the whole country for home consumption with top-notch home design products with the highest cost performance.
Although Juran home has not issued a clear statement for this activity, the National Day online promotion benefits are definitely indispensable. It is reported that Juran home started a wave of strong promotional activities as early as August 2, and jointly established the "China good home Consumption Festival" with China good home furnishing alliance, and also announced that 1 billion benefits would be extended to consumers. In this activity, more than 60 online and offline stores of juran home will jointly provide 13 brands with nationwide unified coupons and two special offer hot products. Consumers can log on to the official flagship store of juran home Tmall to receive coupons and snap up hot products.
It can be seen from this that the National Day online dispute between the two domestic home building materials store giants can be described as a sword, not to mention the major home brands. For example, the live promotion of oupai, JOMOO, HOLZER, and Dinggu; The promotion and drainage of TikTok competition of WRIGLEY home and Grice tiles, etc.
All in all, this year's National Day promotion, I believe everyone can also clearly feel that both the stores and brands have concentrated the war on the line. There is a fire online, and there will naturally be a lot of depression offline, just as I saw a few days ago. Of course, this is not a bad thing in the trend that consumers' consumption habits accelerate from offline to online. However, while stores and brands are constantly attacking new retail plus-sized of fire, don't forget to optimize consumers' offline experience simultaneously. After all, most people are taking the decision-making route of "online shopping-offline experience-online ordering.
Second, the National Day promotion "preorientation"
In fact, during the 7 days of the National Day holiday, many people will choose to travel or go back to their hometown to visit relatives, and the traffic in the store is not very good. So in the past two years, everyone's promotional activities have been started early since early September. But this year, this "national day War" is obviously coming earlier.
From the perspective of custom home furnishing enterprises that have been in the forefront of the industry, on August 8th, Europe officially announced the strategy of "aldehyde-free healthy home"; Later, a large number of custom enterprises began to join this aldehyde-free marketing war, for example, there are many famous brands such as Sofia, Shangpin Home Collection, wayes customization, haolaike, my music, and Dinggu. Everyone knows that there is a good battle to be fought, and the preparation in the early stage is naturally indispensable. The mogul have been fighting for a whole month without aldehyde. It can be said that everything is ready, but they only owe the east wind.
In this regard, I le home said that from September 25 to October 27, the company will hold a promotion activity of "Golden Autumn Family Time. In this activity, the highest level of environmental protection, aldehyde-free addition-Le cross-band veneer, which has just been listed on the market, will be included in the preferential policy. Consumers only need to add 99 yuan per square meter to upgrade from E0 Environmental Protection Board to aldehyde-free addition-Le cross-band veneer, which will bring the environmental protection level of home to a higher level.
In a live broadcast in September, ou Pai also launched two major benefits about aldehyde-free environmental protection. Welfare 1: 9-25mm double trim board all series free upgrade aldehyde-Free add love core board, up to 30 + colors optional; Welfare 2: Buy European wardrobe single value over 30000, you can enjoy +30 yuan and get one square meter free "aldehyde-Free add love core board". Of course, in the subsequent National Day live broadcast of oupai, aldehyde-free will still be the highlight.
There are still many similar ways to play this "play" without aldehyde, and the author will not give examples one by one. As for the "preorientation" of National Day promotion, this is also an obvious inevitable trend; In addition to the customization industry, like many other brands, manufacturers also held a factory purchase meeting early in September. However, although the longer the activity week lasts, it will have a continuous driving effect on stimulating performance, but merchants also need to pay attention to the size and not let consumers feel weak about similar promotional activities.
III. Linkage sales "normalization"
I visited the store before and found that no matter big brands, small brands, whole house customization or other categories, I like to play the "linkage sales" set now. On the same day, the clerk of an unknown niche log design Brand told the author that if they chose to buy furniture products worth more than 20000 yuan (tea table, dining table, TV cabinet, etc.), you can send designated matching products (beds, tables and chairs, wardrobes, etc.) with a value ranging from 2000 to 5000. At the same time, the clerk also stressed that if you buy a full set of furniture in their home, you can provide free designer channels.
In the past, it was similar to buying latex mattresses for the whole house, buying cabinets to enjoy Fotile kitchen ventilator and cooking stove, and buying home appliances for the whole house, which were the best forms for big brands of customized enterprises. But now, with the continuous strengthening of the thinking of "one-stop purchase" in consumers' hearts, linkage sales has become the standard of many home brands.
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IV. Diversification of marketing techniques"
The emergence of an epidemic in 2020 made the label "health and environmental protection" play new tricks by many merchants. "Formaldehyde-free" products in the custom industry, "antibacterial" toilets in the bathroom industry, "sterilization" electric-drive airer in the drying industry, etc. Therefore, in this year's national day war, everyone also promoted such healthy and environment-friendly products in the promotion activities. For example, the aldehyde-free package mainly promoted by major brands in the custom industry and the live Carnival Night Of "920 bath and love" created by WRIGLEY bathroom are mainly promoted by the smart toilet series of "super clean, this series of products have four self-cleaning antibacterial technologies and are deeply clean. They improve the self-cleaning antibacterial ability of smart toilets from four aspects: glazings, antibacterial material, waterway cleaning and sewage disposal system, create ultra-clean toilet experience for consumers.
I have to say that compared with previous years, this kind of play is more advanced, and the acceptance degree of consumers will be correspondingly improved. However, no matter how diversified and advanced the marketing methods of all enterprises are, the focus should be finally put into the product itself. If it is only a conceptual marketing hype, it will not only damage the brand reputation, but also disrupt the industry order and lose consumer confidence.
It is said that 2020 is to survive in change. Judging from the National Day promotion, I did find many differences. These are the series of responses of the industry to the crisis, it is also a manifestation of the self-reform of enterprises and stores. As for the final result of this "self-help", let's wait and see its changes together.
(Author of this article: Zhang Shimin, please specify the source for reprinting. Without permission, please do not delete the text at will, and delete the content of this site at will. We will reserve the right to pursue legal liability.)
