During the May 1st period, the promotion of major home stores was overwhelming, not only continued to attract low-cost promotions to attract consumers, but also introduced new highlights and new moves. In just three days of the "May 1" small holiday, the home store can be described as a slap in the face to stage a promotional melee. Consumers have just experienced the blasting marketing of “Golden, Three Silver and Fourâ€, facing the five major wars or fatigued. When promotions become a routine, consumers' "immunity" generally becomes more powerful. During the visit to Xi'an Home Furnishings, the reporter learned that although the home market has warmed up this year, sales have increased year-on-year, but in the first quarter, there was a surplus of marketing, and consumer demand for May 1 was digested in advance. This year's May 1 store promotion is crazy, consumers seem to be rational, and the market sentiment is not expected, but sales have improved year-on-year.
There are more participants at the May 1st store event, but there is not enough popularity in the store.
Market environment market rebounded, gold, three silver, four staged blasting marketing, 51 consumer demand was digested in advance
In the first quarter of this year, the home market rebounded significantly, sales volume increased significantly, and the store was very popular. In the three or four months of the "Golden Three Silver Four", Xi'an Home Furnishings staged a "drug war". According to incomplete statistics, Red Star Macalline, Real Home, Daming Palace Building Materials Home City, Real Home, Sansen and other stores are arguing each other, discounts, signings, spikes, night games and other promotional activities are normalized, almost every week Big promotion, there are small discounts every day, and the promotion of large and small does not add up to more than 20 games.
"This year's activities are particularly numerous. If you wait for the May Day to do activities as usual, the flow of people in the store will be very small. Put the main ones in front and downplay May Day." Ma War, deputy general manager of Bohua Ceramics Xi'an I said in an interview with the reporter before. Some merchants seem to realize that the May 1 consumer demand has been digested in advance, and the May 1st large-scale promotion has no value, so some merchants put a number of promotions before May 1 to dilute May Day. But in fact, the May 1 promotion is still crazy.
Home store crazy promotion cash volume, cash back card
Xi'an May 1 crazy promotion, fierce competition
At present, there are nearly 30 home stores in Xi'an market. The more and more home stores in Xi'an, the more rigid the demand is, the competition is fierce. On the eve of May 1st, Red Star Macalline North Second Ring Store launched the “Media Buying Cardâ€, which can drop 6% directly. Red Star Outlet Mall launched a 8% discount on the return of the audience. There are even cash coupons issued by the store. At the receiving site, many people line up with stools, and even some people drive Mercedes-Benz licenses. Who made them so crazy?
Consumer promotion normalization leads to rational consumption enhancement, immediate on-site ordering, less consultation
May 1st merchants are eager to publicize, consumers are repeatedly consulted, and fewer buyers are placed immediately. Faced with the crazy “May 1st†promotion, consumer purchases tend to be more rational.
Insiders analyzed that part of the reason for this situation is because the blasting marketing in March and April is like "high fever". Since it is "burned", it has to be "burned". May 1 naturally becomes "black fever." "time. The consumption cycle of household products is long, and consumers will choose multiple parties to compare when purchasing. In addition, the promotion is also in a normal state, impulsive shopping is reduced, and rational consumption is enhanced.
The sales volume of dealers has increased by 51% compared with the previous year.
Before May Day, the reporter interviewed a number of CEOs in the Xi'an home furnishing industry and found that most merchants were actively preparing for the war. Packing promotions, making profit offers, etc. have done a good job of preparation. During the May 1st period, the popularity of the store was not as good as expected, and consumers were more rational. Despite this, sales of May 1 this year are better than in previous years. Guo Haishan, director of marketing of Yifeng Furniture, said that although this year's high-speed is still free, many people will go out to play, but this year's store popularity is slightly better than last year. This year's sales have also improved year-on-year.
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