Hardware industry: promotional feasts tend to stay away

At present, the hardware industry's promotional feast has gradually been moving away, but looking at the entire market effect, can be described as little effect, not only consumers feel numb for promotional activities, hardware companies are basically thankless, how to get the market Recognition? Hardware companies also need to come up with new ideas for marketing.

In 2014, the overall sales promotion activities were relatively cool. Looking at the hardware market this year, the Golden Week promotion is not satisfactory. However, for hardware vendors, this dull result seems to have been expected. According to a person in charge of a hardware store, the National Day market in 2014 was relatively flat and there was no hot scene in previous years. He said, "This situation has actually begun to appear from the Mid-Autumn Festival, and during the Mid-Autumn Festival, sales and the ratio of the previous year have declined. After the Spring Festival this year, the hardware market has caused a small amount of warm air under the influence of various promotional measures. However, since July of this year, businesses have begun to disappoint."

However, according to the reporter's visit in the market, even before and after the "Double 11", the low-cost promotion of hardware businesses did not change the cold and dull situation of the hardware market. A hardware brand sales official said that although the customer slightly increased on weekdays, the actual transaction volume was not large and the overall sales were lower than in previous years.

The promotion of hardware products should not be frequent and new ideas Insiders believe that the price of raw materials caused by hardware prices can not drop significantly, and even there are some upward trend, higher and higher prices also allow consumers to stay away. At the same time, this year's promotional season has been extended, and the major hardware businesses are competing for promotional prices, but there are still many businesses to reflect, can not complete this year's sales tasks.

In this regard, some analysts pointed out that frequent promotions or a cause of the weakening of the hardware holiday promotion is a major reason. This view has been affirmed by many hardware brand dealers. "There are events in the stores and there are events in the month and month. There are discounts at any time. Therefore, consumers naturally have some immunity to holiday promotions."

From this point of view, the effect of this mode of stimulating consumption by price cuts has been weakening year by year. The reason is not only that promotional activities are frequent, and lack of innovation in promotion is also a major factor. Some hardware companies do not research consumer shopping psychology and do activities. Without the consumer's heart, there is no effect, and no innovative marketing event has evolved into simple copying and replication.

Therefore, when the mentality of consumers changes, hardware companies cannot simply transplant and imitate the successful models. Instead, they should strengthen innovations, such as removing simple discounts and price cuts, and interacting with consumers through Other forms of non-discrimination. Behaviors are integrated into interactive activities, which can further attract the attention of consumers, increase brand awareness, and increase product sales.