This year, I traveled to 45 lighting markets across the country, through the corridors of the market, and each storefront stood with a salesperson. The sound of "coming in and looking" is endless! Nowadays, the lighting store is getting bigger and bigger, the decoration is getting more and more luxurious, but the number of visitors entering the store is getting less and less. Many merchants have cold sweat on their backs. The continued increase in the population of China and the improvement in the quality of life, the demand for household and residential products must increase. The growth rate of the domestic lighting market is more than 15%. Similarly, the sales performance of some home lighting companies such as NVC has also increased. The price of the lighting is relatively high, and the price below 2000 yuan is basically low-end or even low-end products. Decisions and transactions were intercepted outside the terminal. But the reality is that the network has taken away some of the low-end users, and the shopping malls are bleak and bleak. Where did the consumers go? The answer is probably that the consumers who need it spend less time on the store, and the place where they pay the bill also happens. Consumer decision-making in the O2O outside the store, WeChat promotion, self-media promotion and other new marketing tools, stealing the time for consumers to shop. I did consumer research 2 years ago. A consumer who needs decoration needs to visit at least 2 business districts. A product of a category has to visit more than 10 stores. The time spent in a single store is 5 minutes. The store stays for more than 20 minutes, so the probability of a deal is extremely high. This data has changed a lot now. My recent consumer interviews show that after more consumers have been drained and educated through O2O, WeChat, Internet word of mouth, etc., the number of visits to the store is more purposeful, basically only going to a business district, and spending time shopping The time of the store has been greatly reduced. In other words, consumers have not left the market, but have changed the way they choose products and choose brands. Stores are no longer the only way to understand products, familiarize with brands, get promotional information, and get shopping guide services, which accelerates the flow of customers. The amount is cold. “Precision Invitation†may save the store's passenger flow. The cost pressure on the store is much increased, but the lighting is still an experience-based industry. The more expensive, the higher the product, the more experience it needs to experience. How to let consumers find the products he is interested in and impress him in a shorter period of time, how to integrate traditional channels with new marketing models is essential. The current "activity marketing" (including terminal-initiated activities) has been very different from the past, and has changed from a simple "quantitative win" to a "precise marketing" competition: each type of activity must have different characteristics and Performance, segmented for different consumers. In other words, how to classify and combine “activity marketing†to maximize sales and profits is the current focus. In the decision-making behavior of consumers in the purchase of products, the brand is not the only factor, but more integrated into the segmentation needs of product functions. The use of accurate on-site invitations + novel terminal activities to form the effect of "brand interpretation + product sales". In the early stage of this kind of activity, through the analysis of the needs of the potential potential consumer groups, the classified telephone invitations, and according to the results of the demand analysis, when the invitation card is sent to the door, the product introduction materials are specifically distributed, and the special store reception staff is designated. Docking. At the event site, the store reception staff who have already done the product recommendation work are responsible for receiving the corresponding consumers. At the same time, there is also a live performance of the brand concept on the spot, which enables consumers to experience the brand concept on the spot and get targeted. The product portfolio plan and price recommendation greatly increase the transaction rate.
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Where did the consumer go?
Some people say that the market has shrunk. Some people say that they have been taken away by e-commerce. Some people say that traditional channels are dead. Do you give these plausible answers, do you want to make a note?
1. The store has fewer passengers because the market is shrinking? No.
It may be worthwhile to turn over China's first "China Building Materials and Home Furnishing Industry Development Report". The market size of China's building materials and home furnishing industry is still growing by nearly 10% this year, at least indicating that the entire market has not entered the decline channel.
2. There are fewer passengers in the store because they are spending online.
At first glance, there seems to be some truth. The e-commerce channel is highly sought after, especially the new network operation concept such as O2O, which makes people have the illusion that the traditional channel will die and the network channel will rule everything. But when we look at the sales data of network operations, we can find that it is not convincing. After studying the performance of e-commerce in the industry, we found that their consistent online performance is low-end, middle- and low-end products are selling more and more, and the idea of ​​“selling customers with low prices and promoting high-end products with the trend†is basically lost. This can only be said that they have used the price and network to successfully grab the market share of some other low-end brands.
Experts in the circle have studied and given data. On Taobao, 2000 yuan is basically a dividing line of consumption. For products below 2,000 yuan, consumers may prefer to buy online, while products with more than 2,000 yuan will turn to traditional channels.
Continue to study the market areas where each company has a high growth rate. Take NVC as an example. Any area with good performance is the most frequently held area. For example, in the Shanghai sales area, there are no fewer than 10 events held from March to May, and the overall sales performance is expected to increase by more than 20% compared with last year. In this market, at the same time, there will be a variety of activities, "bargaining club", "brand alliance", "building materials and home fairs", "building materials business circle brand joint promotion"...
Most of these activities are based on precise customer invitations, direct invitations by phone or purchase records, and direct consumers to the promotional venues outside the store through card sales and gifts.
An industry singer once said: "This is an era of activities."
If we previously advocated "terminal interception", it is to intercept consumers entering the business district and shopping malls in our stores, then the current "terminal interception" has become the consumer interception outside the store.
When consumers are immersed in the atmosphere of the event, they will be attracted by the on-site sales atmosphere, price guidance, function demonstrations, etc., and quickly build trust and value for the brand on the spot (of course, many consumers are also offering discounts. Go).
So how to increase sales, the key is to see how you can control the lifeblood of market changes, play marketing into a wonderful game, then no matter where the consumer goes, you have to play!
In a word, the market will not change for you, and you must change with the market.