Nowadays, the home textile market has gradually entered the peak season of sales. In order to seize the market opportunities, various manufacturers have launched various forms of promotion activities, which has filled the entire home textile market with a strong promotional atmosphere. However, the seemingly flashy promotional scenes are hidden behind the endless desolation. For the promotion, we heard the most complaints from the dealers. They complained that the promotion is “find deathâ€, and the promotion is “waiting for deathâ€. Anyway, it is a dead end. Why the promotion will become "promoting death" refers to the word "promotion", and most dealers will simply understand "price reduction" and "discount". Obviously this is not true. Once the promotion has become a long-term fixed sales form, it is not a promotion, it is a price reduction in disguise, this disguised price reduction will directly lead to the subversion of the real price, will stimulate the consumer's many dissatisfaction, the promotion can only 沦For "promoting death."
From the current promotion of the home textile industry, simple imitation and reproduction has become a common practice. From the product structure of the promotion to the form of the event, it is the same, just like the one. Consumers are surrounded by various promotions, and they are used to the usual promotion, and even form an instinctual rejection in their hearts. If the promotion has no new ideas, it will not be able to form a segmentation of the competing products. Moreover, the market may be ashamed of being searched by the former. There was nothing wrong with the promotion, but it was lost because it was used too much. How to improve the role of promotion; Promotion to achieve the desired results, I think from two sources. On the one hand is the brand pull, on the other hand is the terminal thrust. Brand pull is the fundamental premise of promotion success, and terminal thrust is a key factor in the success of the promotion. When the forces of the two sides form a synergy, the sensation of the promotion will also come to fruition. The lack of any kind of power promotion is an unsound promotion, even if it is a success factor. And what is the brand pull? Brand pull refers to the promotion of product sales with the brand's popularity and reputation. For example, Luolai Home Textiles once held a large-scale promotion in Wuxi, and it is said that the sales volume in the week exceeded 4 million.
Why can Luo Lai achieve such a sensational promotion effect in Wuxi? This is because the high reputation and reputation of the Rollei brand has formed a strong brand pull. Generally speaking, the higher the brand's popularity and reputation, the greater the pulling effect of the brand. Therefore, the brand should start from the usual, grasp from the details. In daily operations, brand communication, terminal services, store image, membership maintenance, etc. must be done. Only in this way can enterprises use brand rally more and better during the promotion.
Terminal thrust is a process of exerting subjective initiative, which promotes product sales through subjective initiative formation.
In order to maximize the terminal thrust in the promotion process, we must first improve the innovation ability of brand promotion; secondly, we must improve the pertinence of promotion; once again, we must improve the subjective initiative of promotion; finally, we must improve the convergence of promotion. All in all, promotion is a systematic project that requires rational thinking and achieves sales promotion through push-pull combination. If we do not have a comprehensive ability to grasp the promotion, then the final result can only be "find to die" and "wait for death" two ways to go.
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