Home Marketplace Promotion Value-Added Service Fight Low Price

It is understood that the 2013 home promotion campaign has quietly started in March. In the new year's promotion season, consumers’ concerns have also risen: In addition to worrying that they will continue to be victims of “pseudo-discounts,” or buying “fake” products, can they During the sale and after-sales sectors, they enjoy more direct, more useful, and more considerate value-added services. They have become a wish they had hidden in the heart of the year when they “fished for cheap”.

It can be seen that in 2013, to seize the hearts of consumers, the fight is no longer a “low price,” but whether the value-added services behind “low prices” can keep up.

The round-robin method of layered defense information equivalence allows consumers to hold real intelligence – if any of the vice presidents of the home, Lizhuang store manager Ren Cheng has pitfalls everywhere, then smart consumers will also be overstaffed, so they must have some The method allows the trap makers to behave. If every product has an "identity card" or "resummacy" and the information is authentic, consumers will certainly be more practical if they buy something. However, the key to achieving this desire is - information equivalence. However, in the matter of how to achieve information equivalence, the house actually did not bother. Actually, the vice president of the home, Ren Cheng, the manager of Lize Store, told the author that most of the mahogany halls in the five-storey Lize shop are actually high-priced mahogany furniture. The information concerning this kind of product is equivalence. For consumers who love redwood products, it is particularly important. To this end, the Redwood City Hall made a move: First, all on-site merchants must be required to follow the 2012 Redwood new national standard to complete "1 book 1 card 1" (product specification, mahogany furniture product quality express card and product certification Secondly, conduct self-inspection of the mahogany furniture brand on the venue, and those who do not meet the requirements of the new national standard, or products and propaganda will not be rectified; Third, create a "mahogany culture lecture hall" to give consumers information parity Provide convenience.

It is not impossible for the fast-breaking measures to break through the bottom price to extrude the price of water. The chairman of the Red Star McGovern Car Jianxin has made it more reliable and reliable. Some of the measures can be described as “serious”, stimulating consumers and stimulating the home market. For the “breakdown” promotion held by Red Star, consumers are skeptical. What is the reserve price? According to Che Jianfang, vice president of Red Star Meikailong, this is an "unprecedented" promotion. Breakdown reserve price refers to the fact that at the Red Star Meikailong shopping mall, in combination with top-tier brands and factories, the sales price of promotional products has been greatly reduced based on the lowest transaction price in the past 6 months and the next 3 months. Up to 20% off minimum discount. And "let national consumers buy quality home products at ordinary prices" is the original intention of the event. Hongxing Meikailong, chairman of the company, said that the upgrading of quality homes by Chinese people is an inevitable trend in improving living standards. The goal of the future Red Star is to integrate manufacturers and distributors, create cost-effective, and guide people to upgrade from low-end homes to quality homes. Because quality homes and low-end homes do have large price differences, many consumers choose to purchase homes at relatively low-end channels or online channels, and low-end homes can no longer meet modern home demands.

The fixed-point blasting value-added service of rounding-up measures puts consumers into the “** vests” – Liu Changhe, the general manager of the Chengcheng Plaza, often gives consumers the feeling of “bombs” because the cost of the maps is low. service. This year's promotion of "fighting service" is very strong and the direct beneficiaries are consumers. Liu Changhe, general manager of Chengcheng Plaza, said that “fighting for service” is actually a brain work. The question of what value-added services are provided by consumers outside the city is vexing, and “stands at the consumer” and “useful”. Two points are the major prerequisites for setting up value-added services. As of the first half of this year, Xincheng Cheng’s new services include: “Four free services” for some homeowners to provide free decoration design, project budget, on-site measurement, and full supervision; and gradually manage frontline sales personnel to protect consumers from damages. "Flickered" bitter; to promote different types and different brands of different industry cooperation, so that consumers throughout the process of modifying the home, at any time to enjoy the "group purchase price" and "custom service."

Round-up approach to the formation of the first line after the ceremony and all the promises and emergency measures to join the battle - the general manager of Blue King Lijia home square Yin Bobiao low price, selling products, refused service, seemingly a "do not lose, price change" The way to make money, but over time, the injured consumers will never look back, "Yang Guandao" naturally becomes a "single wood bridge." First try to reverse the business ideas, not to be punished again, home city has its own methods. Yin Bo, general manager of Blue View Lijia Home Plaza, believes that in order to gain the trust of consumers, they must first become their “friends” and make suggestions for their purchasing behaviors, and find ways to solve the consumer problems they face. To this end, Lan Jingli Family specifically launched the “New Service Age” in 2013, and together with the resident brands to establish a “satisfaction service brand alliance”, it also launched “9 New Commitments to Satisfaction Services”. For example, in the handling of complaints, Lan Jingli asked the members of the alliance to respond to the customer and issue a solution within 24 hours. Within 48 hours, they need to communicate with the customer and achieve customer satisfaction. In the case of deferred delivery, payment will be made. %/day's proportion of compensation for customers, such as the price of products with the same brand, the same model, the same material is not uniform, the price exceeds 10 times the cash back to the customer or return.

At the end of the promotional campaign, the "pseudo-discounts" were gradually "disappeared."

Consumers planning to renovate in May and June should start planning now. And as long as it involves home buying, it will not be able to avoid the overwhelming sales in the market today. In the past two years, the reporter has never slackened over the supervision report on “merchant promotion” and continued to convey the message “How to choose high-quality promotional items”.

From the end of this month to the beginning of May, the promotion activities in the major mainstream home stores and home-brand independent stores of the capital will be unveiled one by one, and “promotional warfare” is still one of the killers of consumers who have seized the hearts and minds of consumers.