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Standing at the end of the year to review the home industry, there is no scenery in 2011. The upstream property market is thunderous, and the downstream home market is chilling, and there are not many enterprises that sigh and sigh with a bad life. The CEOs who are ready to expand their territory and create new achievements are also in great numbers. In the face of insufficient market demand, marketing is particularly important. The market share brought by innovative marketing has increased, and it is destined to be worthy of praise. Here, it summarizes the ten typical events that used the marketing new ideas to seize the market during the year.
Event 1: Red envelope for workers
Innovation protagonist: actually home
During the “May 1st†Labor Day, the Real Home launched a red envelope for outstanding workers. As long as you rummaging through the cabinet and finding out the various awards, no matter when you get it or whatever it is, you can receive the red envelope with the certificate. However, the bigger the award, the bigger the red envelope. For example, consumers who have won the honorary title of “Model Worker†and “Advanced Worker†can enjoy a 5 percentage point discount on the basis of the transaction price.
Business News Viewpoint: On the occasion of major holidays, merchants have launched various discount promotions to call for universal consumption. It is already a common marketing trick in the home furnishing industry and is no longer new. The home of the family is ingenious, and the red envelopes are only given to the contributing laborers in the festivals belonging to the laborers, so that people feel the recognition of the dedication.
Event 2: Signing happiness
Innovation protagonist: Red Star Macalline
On May 1st, several emotional experts and business community celebrities gathered in Red Star Macalline to participate in a “Happiness Forumâ€. When the experts came to the topic of happiness, the 100-year-old homeowners were happy to sign a happy discount, 8 times the value of 100 yuan to 800 yuan, a huge happiness surprise, thousands of special products for consumers to enjoy, keep The "Happy Treasure Map" shopping can be filled with 200 yuan in cash and a series of activities called "Happiness to Hand" is also in full swing.
Business News Viewpoint: Do not talk about business, talk about feelings, don't talk about price, talk about value, use happiness as the thread, and pass "happiness" to consumers from price, emotion and other aspects. Red Star Macalline's feeling is hard. Impress people.
Event 3: Capped Price Auction
Innovative protagonist: Xiaolong Ceramic Art Museum
On June 26th, an auction called “Zhonghua Shuangbao†was held at the Xiaolong Ceramic Art Museum. The lot was a set of 3 sets of palace chairs with a market value of about 680,000 yuan provided by Beijing Fuxing Guyue Hongmu Furniture Co., Ltd. The auction price of the cap was only 200,000 yuan. At the auction site, Fuxing Guyue also publicly announced the promise of “double recycling after 3 yearsâ€. Due to the large number of bidders on the day, Xiaolong had to determine the owner of the furniture by means of grabbing.
Business News Viewpoint: The auction was originally aimed at the higher the price, the better, the highest bidder got the lot, but this rule was broken by Xiaolong. The "capped price" auction spreads the mahogany culture, highlighting the company's commitment and confidence in the authenticity of the products.
Event 4: Hire the most capable husband
Innovation protagonist: Piano cabinet
On August 8th, Piano cabinets held the third "Husband Day" to send a recruitment letter to the whole country, openly looking for the "most capable husband" who can go to the kitchen. All the husbands who have successfully applied for the job can get the “Bali Five-Day Romantic Tour†provided by Piano cabinets for free, and bring their children to vacation with their wives. If you like, you may even become an employee of Piano.
Business News Viewpoint: The competition in the cabinet industry is not only a product, but also a brand and a culture. Piano recruits the most capable husband, encourages her husband to cook more, and distributes housework for his wife to promote family harmony. Not only took the opportunity to sell the product, but also won the word of mouth.
Event 5: Sponsoring China Net
Innovation protagonist: industry peak decoration
Before and after the National Day, the China Tennis Open was held in Beijing. As the only decoration sponsor, the industry's peak decoration provides more than 1,000 square meters of decoration services for the competition venues, involving more than 1 million yuan. The decoration scope includes the player lounge, VIP stand area, dining area, etc. The important places, the sights and the touches of the body are inseparable from the peak of the industry.
Business News Viewpoint: Winning attention is the best way to increase brand awareness and reputation. With the title of "China Tennis Open only to make decoration sponsors", the industry's peak decoration and Mercedes-Benz, Rolex, Sony Ericsson and other international big names stand on the same stage, the charm of sports marketing is obviously not the usual traditional mode of discounts. Can be compared.
Event six: store body painting
Innovation protagonist: strong furniture
From August 6th to 7th, the model was strongly invited to perform body painting performances at the North Fourth Ring Store, Jimei Home Dahongmen Store and Oriental Home Yuquan Camp. In the home of the home, the performance is not in the exhibition hall of the powerful furniture, but in the lobby of the international pavilion, attracting many customers from all over the place.
Business News Viewpoint: Body painting is not fresh, what is fresh is where to paint and paint. Powerful furniture puts the body painting into the store, drawing strong products and LOGO, showing the brand strength and product quality. Some of the soft beds and mattresses held in conjunction with the performances are very exciting. The powerful home shop sells nearly 200,000 yuan a day. Who says this is not the credit for the paintings?
Event 7: No need to shop for Mercedes
Innovation protagonist: Baiqiang International Home Furnishing Hall
The 10,000-square-meter Top 100 International Home Furnishing Hall is located in Zhongkun Square, North Third Ring Road. On the opening day of September 29, a Mercedes-Benz was sent out through a lottery. Customers only need to “go to this tour†and fill in the information as required. Even if they don’t shop, they may be rewarded with big prizes. At 15 o'clock on the last Saturday of each month, it is the draw time. The top 100 plans to send a Mercedes-Benz car every month for a total of 12 vehicles.
Business newspaper point of view: Take Mercedes-Benz to make prizes, showing the product quality, the top 100 furniture is "really very German", the German logo products are naturally Mercedes-Benz. The idea of ​​drawing prizes without shopping, people have the pleasure of “falling the pie in the skyâ€, and circumventing the shopping promotion regulations that “the bonus cannot exceed 5,000 yuanâ€, it is not wonderful!
Event 8: Free Tour Disney
Innovation protagonist: Zhibang cabinet
During the “3·15†period, Zhibang launched the “Tesco 3.15, Traveling Disney†campaign. Customers who have booked and paid more than 5,000 yuan are eligible to participate in the lucky draw. On July 9th, the grand prize appeared. Six lucky customers can go to Tokyo Disneyland for a 6-day tour. Round-trip airfare, room and board, and Disney tickets are all undertaken by Zhibang.
Business News Viewpoint: Gifts are very common, the key is to be sent to people's hearts. July is a good opportunity for children to go on holiday, and the brand influence of Disneyland is naturally tempting. At Disney's internationally renowned playground, nearly one thousand of the time to grab the lucky draw and book the Zhibang cabinet, which shows the effect of Zhibang.
Event 9: Open production process
Innovative protagonist: Henry Day
On July 29th, high-end furniture brand Henry Day invited designers and media reporters from Beijing, Hangzhou and Chongqing to visit the Shenzhen factory. The factory opened all the production processes to these special visitors. A whole piece of wood was cut, engraved, inlaid, polished and painted. Every detail was made public, and even the dark corners of the factory were not covered. .
Business News Viewpoint: Da Vinci's alleged fraud has hit people's confidence in high-end furniture. The so-called "seeing is believing", Henry Dai is not afraid to expose his own defects, let consumers go to the factory to see the end. Genuine raw materials and hand-tailored complex processes make people no longer doubt about the high quality and high price of the products.
Event 10: The first 30-year warranty
Innovation protagonist: Estee Lauder mattress
"If you use our mattress normally, no one intentionally destroys it, if it is damaged within 30 years, we will replace it with the package." After the "11" holiday, Estee Lau borrowed several new products at the time of listing in the AUGA Shangmei Furniture Direct Plaza. Shouted such a slogan. This commitment subverts the "one month unconditional return, the highest 15 years warranty" rules, breaking through the limits of the mattress warranty, and shocked the entire industry.
Business News Viewpoint: Dare to promise 30 years of quality, first of all from the confidence of the product. Producing springs yourself, choosing high-quality sponges, wood, and fabrics enhances the confidence of Estee Lauder. If you don’t know it, it’s amazing. With a service commitment, Estee Lau became famous overnight.
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