Appliance sales more than five or five to create new ideas

Recently, the Ministry of Commerce issued the "Notice on Launching Consumer Promotion Activities in 2012" and deployed and implemented the 2012 national consumer promotion activities. It organized the first national organization from the Ching Ming Festival to Labor Day (April 2 to May 4). National Consumer Promotion Month activities. This is the first time that the Ministry of Commerce has initiated and organized nationwide consumer promotion activities. It is also an important measure to implement the "Opinions of the People's Bank of China on the Expansion of Consumption Work during the Twelfth Five-Year Plan" of the Ministry of Commerce. The Ching Ming Holiday and the May Holiday are popular seasons for the home appliance industry. In the past, even if there was no national mobilization, the home appliance manufacturers are still struggling to promote, not dare to sloppy, and now in the call of the Ministry of Commerce, the home appliance market The promotional campaign will be even more intense. Recently, the reporter found that in fact, home appliance manufacturers have long been vigorously stocking, pushing new products and preparing for the upcoming promotions. In fact, sales promotion has always been the norm of the home appliance market, and there is not much new ideas worth paying extra attention to, but this year it is recognized by the industry that it will be the “cold year” of the home appliance industry, how to improve promotion methods, and effectively use the incentives of national sales promotion planning. Expanding consumption, improving sales performance, and warming the “cold years” are the concerns of the industry.

When people talk about promotion, people naturally think of the phenomenon of price wars, concept hype, and fraudulent operations that have been popular in the home appliance market for many years. Experts pointed out that after more than 30 years of rapid development, the home appliance market has entered the era of rational consumption. Manufacturers should improve their understanding, change their style of work, and meet the new needs of consumers so that they can keep pace with the times and promote the rapid and healthy development of the industry. Specifically, it is five "more" and five "less."

More value competition less price war Looking at the development process of China's home appliance industry, the biggest feature is that price warfare has always been through, and the price war has also been regarded as a magic weapon to win the market. However, the price war for years and months has also made the company exhausted: sales volume has increased while profits have decreased, market share has risen while actual competitiveness has declined, and the scale of companies has expanded and their ability to resist risks has decreased. What's more, he has to make a lot of money to make money and drink, only to see the immediate happiness, leading to the rapid collapse of the company. In this regard, Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, said that although with the advancement of technology and the improvement of the market, the decline in product prices is inevitable, but the low-end, vicious price war has caused great harm to the entire home appliance industry. The return of market competition from price competition to value competition is not only the need for the healthy development of the home appliance industry, but also the foundation for the survival and development of enterprises in the era of rational consumption.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, pointed out that in the era of rational consumption, the most sensitive consumer is no longer a price. The competition between enterprises is no longer the competition between big and small, more is not a simple price competition, but a return to the competition of product value. Take the air-conditioning industry as an example. Now, the price factor has shifted a lot in the competition, reflecting the decreasing power of price on air-conditioning consumption. Consumers are more concerned with quality, function, and brand integration. The value that comes up shows that only high cost-effective products will be recognized by consumers. A sales manager of GOME Electrical Appliances said in an interview with this reporter that people’s pursuit of high quality of life has prompted air conditioners to enter the value era competition. For users, quality, stability, value first, energy saving and environmental protection have replaced a single price. Become the primary factor in the purchase process. At the same time, from the current air-conditioner sales market, consumers most frequently ask questions about energy conservation, health, and environmental protection in the process of buying air-conditioners.

More service ideas less product marketing For a long time, China's home appliance companies have the phenomenon of heavy sales, light services, corporate marketing has always been the dominant product marketing, can really promote the healthy development of the appliance industry service marketing has been ignored. In this regard, marketing experts pointed out that in the era of rational consumption, corporate sales only from product marketing to service marketing, companies can truly win the initiative of competition in order to obtain a considerable driving force for development.

In recent years, the service-themed marketing of the home appliance industry is gradually replacing a series of irrational competition methods such as price competition, conceptual hype, and event marketing, and this trend has intensified and the number of participating companies has also increased. Undoubtedly, service is becoming the biggest bright spot for companies to participate in market competition.

Compared with other competitive means, service marketing requires companies to have much higher quality and capabilities. Price warfare is often operated at the expense of interests. Enterprises can implement the balance of scale and profit, and conceptual marketing and event marketing need only establish a good planning team. Service marketing requires that companies must establish a comprehensive after-sales service network, configure professional after-sales service personnel and systems, and also have a set of models to support the industrialization of services. It can be said that after-sales service is the most able to reflect the comprehensive strength of a company. Link. Household appliances companies only take the consumer as the center, establish the concept of good faith service, and establish a service marketing system that suits them. Only then can they occupy the first chance in the fierce competition.

More honest and trustworthy, less exaggerated, propaganda and honesty are the basic rules of life, and they are also an indispensable rule for fighting the market. When promoting products, there is nothing wrong with “the king is selling melons and selling herself”. However, if it is impossible to objectively explain to consumers the technical limitations of the products, remind consumers to pay attention to the issues that should be taken care of during the use of the products. There is a criterion of losing credibility.

In an interview, the reporter found that in the process of home appliance promotion, in order to attract the attention of consumers, he did not hesitate to abandon the principle of honesty and exaggeration and has become the usual means for home appliance manufacturers to promote. The reporter visited more than a dozen sales staff in a number of stores, and even one of them did not take the initiative to introduce to the reporter what should be taken into account when using the product.

In a home appliance store near Beijing's North Third Ring Road, the reporter saw a variety of healthy household appliances, and in order to highlight the product's health functions, the sales staff introduced incomprehensible concepts to blow the product out of the air. In front of a well-known brand of air conditioning counters, sales staff pointed to an ozone air conditioner told reporters that the product can effectively sterilize, remove interior decoration of formaldehyde and other pollution, with this air conditioner, without window ventilation can prevent decoration disease, Air conditioning disease. In this regard, Song Guangsheng, head of the China Indoor Environmental Monitoring Committee, pointed out clearly that it is unscientific for sales personnel to explain this way. Any type of healthy air conditioner on the market cannot completely clean the indoor air. The irresponsible explanation of the salesperson is the deception to the consumer, which will lead to consumer health damage during use.

Exaggerated advertising such as this phenomenon in the promotion process there are many, such as excessive promotion of home appliances energy-saving performance, the antibacterial features of the appliances are promoted as sterilization functions and so on. In this regard, experts pointed out that home appliance sales staff directly to consumers, consumer awareness and use of home appliances to a large extent affected by the sales staff, if the sales staff in order to promote the product and trample on science, will be the interests of consumers Cause serious injury. Therefore, it is of great practical significance to improve the awareness of honesty and trustworthiness of home appliance sales personnel.

More Responsibility Less Emphasis on Quick Success When interviewed by an electronics store near Beijing's Xisanhuan, the reporter encountered Li Aunt, who is currently buying TV. Aunt Lee is consulting salespeople on how to use TV's various functions. However, due to weekends, there are more customers and sales staff are too busy to get her to go back and follow the instructions. Then she goes to receive other customers. Now. Aunt Lee was very helpless and had no choice but to leave. Aunt Li told reporters that the current manual is difficult to read and understand. After buying home appliances, it often takes a lot of money and still does not know how to use it. She said that she had just changed a washing machine not long ago because the sales staff did not teach her how to use it. After returning home for a long time, she asked her neighbors for help. After learning to teach her according to the instructions, she was very troublesome.

In the interview, many consumers, especially elderly consumers, reflected that because salespeople only care about sales, they lack the responsibility to solve problems for consumers, and they often do not operate correctly after they buy home electricity. In particular, they cannot fully use home appliances. The function brings both trouble and waste. Uncle Liu who lives in Haidian District, Beijing, has bought a washing machine for two years because his children are abroad. Many functions are not used. Now, no matter how much clothes are used, they use a washing water level, causing great waste.

In addition, the reporter also found that in the process of home appliance sales, few salespersons take the initiative to prompt consumers for consumption, reminding them of what to look out for in the use of home appliances, thus inflicting great inconvenience to consumers and leading to Damage to home appliances due to improper use, and even the occurrence of health damage due to improper use.

During the interview, the experts all agreed that if the company can really start from the consumer point of view in the sales process and be full of humane care in the promotion, it will bring a brand-new look to the home appliance market and it will also gain more recognition from consumers. .

The concept of more technical content is less speculation. After more than 30 years of rapid development of the home appliance industry in China, although great achievements have been made in product categories, market size and technology, homogenization of products is an indisputable fact. In order to find differences in homogenization, many home appliance companies are eager for quick success, not to pursue technological breakthroughs, but to humble their minds to create concepts, and use information asymmetry between the consumers and the concept of hype.

A survey by the reporter found that the concept of speculation exists on almost all home appliances. Such as cloud TV speculation in the field of flat-panel TVs, smart speculation, health speculation in the field of air conditioning, preservation of the refrigerator in the field of hype, sterilization of the washing machine in the field of speculation, and so on. In this regard, Xu Dongsheng, the secretary general of the China Household Electrical Appliances Association, said that although the conceptual hype will bring about a temporary market boom, it is still a rootless and rootless platform. If we cannot achieve a breakthrough in core technology, we will always be in a passive position. Fate will always be pinched in the hands of others. Only by abandoning the concept of hype, the company sticks to the technical route, strives to develop high-tech, high-quality products, seizes the market with the best products, and satisfies the needs of consumers, so that it can finally get rid of its position as a “worker” for the upper reaches of foreign companies.