Appliance manufacturers battle to start early in the low-price war

This year's National Day of the Mid-Autumn Festival meets one after another. People are about to welcome an 8-day golden week holiday that is one more day than the Spring Festival holiday. While everyone is looking forward to the arrival of the double festival, the major shopping malls in Rongcheng have gone all out to loosen the moneybags. A promotion card was launched, holiday promotions were launched in advance, and home appliance sales wars once again.

With the advent of double-edged home appliances, many home appliance manufacturers have begun to “show their customers”.

As a leading enterprise in the home appliance industry, although there is still some time away from the Mid-Autumn National Day, Gome has already smelled the smell of the holiday economy and took the lead in preparing for the “bullet” to join the business war. On September 25th, the reporter had just arrived at the flagship store of Chengdu Gome's Yanshikou outlet. The billboard that “saves the bottom price eleven in the end and re-subsidizes credit cards” was impressively placed at the door. “Goumei UnionPay’s double benefits” and “brushing cash subsidy” , "Brush out the surprise prize", "Send 1,000 yuan to send 500 yuan a single" eye-catching fonts to make pedestrians eye. On all floors, digital products such as mobile phones, color TVs, refrigerators, air conditioners, microwave ovens, and rice cookers are in hot sales promotions such as “rebate coupons,” “big group purchases,” and “shopping gifts.” As promotional activities meet the needs of consumers before the holiday shopping appliance, once launched, they have received widespread attention from the urban residents of Chengdu and naturally have been favored by consumers.

In this no-smoke promotion war, as a well-known electrical appliance distributor in the country, Suning Appliances did not show any weakness. In the Suning Appliance Chunxi Store, the blue T-shirts of the staff members were affixed with advertisements printed with promotional content behind them. Pages, they are busy in the store, just like a billboard. "Red crazy spike in the "11" price" giant red banners across the store, strongly highlight the promotion atmosphere of the double. In order to bring more shopping convenience to consumers, Suning and seven major banks including CCB, ICBC, Bank of China, Agricultural Bank of China, China Merchants Bank, China Everbright, and CITIC have exclusively cooperated to launch installment activities during the double festival to reduce consumers’ Shopping pressure during the period. At the same time, the “10% old-for-new subsidies subsidies” activity is in progress. During this period, the purchase of color TVs, refrigerators, freezers, washing machines, computers and other electrical appliances at Suning Appliance Chunxi Store can participate in such activities.

In addition to these franchise dealers, some other businesses are also brewing a two-day promotion plan. In Chengdu Maoye Department Store's home appliance counters, although the promotional atmosphere is not very strong, the store also can not see advertising pages on the promotion of home appliances, However, the staff told reporters that they are preparing in full and expect to implement the relevant promotion plan by the 29th of this month.

The reasons for the popularity of promotional campaigns are good for shopping trips. Businesses promoted on holidays, so that Chinese consumers have formed a shopping waiting mentality to a certain extent. This has become a unique phenomenon for Chinese people to shop. The National Day holiday is the peak period of long-distance travel for the public. This year will not only be the superposition of the Mid-Autumn National Day holiday, but will also add to the free benefits of the freeway. Holiday travelers will increase more than in previous years. For this reason, many purchase behaviors will be advanced, and consumers will hope that shopping time will “move forward” on subjective intentions. Therefore, businesses will start promotional activities in advance. This will not only bring convenience to consumers, but also divert the pressure from the holiday market. Avoid situations where consumers get together and cause business services to be out of place.

Small profits but quick turnover. In addition to the promotion activities of the above several major home appliance sellers, the reporter saw a number of home appliance stores in Chengdu, refrigerators, washing machines, air conditioners, color TVs and other traditional appliances discount a larger margin, a Gome electrical sales staff said: " This year's promotional prices have great discounts, and we have done a good job in after-sales service.” Due to factors such as increased operating costs of home appliances, sales of the home appliance market have shrunk, but in the face of this rare encounter. The big cake of the market with double encounters, merchants do their best to win business opportunities, have played Rangli card, in order to puerile. Suning Appliance's sales staff said: "At present, it is the initial stage of home appliance sales, consumers can seize the opportunity to buy, plus the Mid-Autumn Festival and National Day approaching, do not rule out the price dropped to a lower level."

Businesses believe that the time has come to hand. With the gradual cooling of the weather, air-conditioning sales have entered the off-season and prices have begun to decline. The sales staff of an air-conditioned store said: “Our prices are very low, and only discounted sales will not miss this chance to make money. In addition, Gome and Suning shopping malls are all on sale. If we don't promote, buyers will run them there.” In addition to air conditioning, various types of color TVs, kitchen appliances, refrigerators, washing machines and other home appliances are also targets of business promotion. . This year's promotions are varied, but their purpose is to attract the attention of consumers and win more business. A person in charge of an electric store said: "In addition to discounts and price cuts, the store's promotions will also organize consumer group purchases. As long as you participate in group purchases, you will reduce the prices of home appliances and allow consumers to receive direct benefits."

Small credit cards cause great consumer desires. In recent years, with the high-end appliances gradually becoming the mainstream of purchase, coupled with the arrival of home appliance consumer peaks, the demand for high-end home appliances and large-scale whole-set appliances has become increasingly prosperous. During the two-day festival, Suning Appliance will continue to launch various promotions with credit card installments as a carrier to ease shopping pressure during the two-day period. This method of using credit card installments has greatly stimulated more consumers to use home appliance credit.

Holiday Promotion Beware of Trap Beware of price cuts. "The first price increase after the price" is the merchant's dominant practice. Some businesses secretly increase the unit price of home appliances before the holiday season in order to make more profits in the promotion. When the sales promotion is promoted, the home appliance is affixed with a “reduced price of XXX yuan”. At this time, some consumers will be traded. The smoke bomb was confusing and immediately purchased it. However, I did not know that it was actually only a psychological comfort and the price was still higher than usual.

The price is very low. The actual price tag of some promotional items employs a "cash price" approach to solicit more customers. 100 yuan a refrigerator, you believe it? In an electrical appliance store, the labels of several refrigerators are clearly marked with “100 yuan” in a red marker. Whoever reads them feels incredibly cheap. When they look closer, they actually purchase a refrigerator rebate coupon of 100 yuan. The real price is very small.

There are many traps for shopping coupons. The sky will not drop pies. The ultimate goal of shopping rebates and points rebates is to allow consumers to spend their money back, stimulate shopping, and redeem coupons after shopping. Consumers are trapped in this endless shopping and rebate. The cycle of repeated shopping has virtually spent a lot of money. Consumers should make sensible judgments on various “buy,” “points exchange,” “shopping coupons,” and “vouchers” promotions.

After sales service can not be less. Before buying home appliances, consumers should comprehensively understand the quality of the purchased home appliances, brand awareness, product cost-effectiveness, and energy efficiency. At the same time must pay attention to after-sales service issues It is inevitable that home appliances will fail during use, and it is difficult for consumers to solve them. Consumers should go to regular shopping malls to avoid unnecessary trouble.

Smart shopping is the most important. Although holidays are the prime time for home appliance sales promotion, consumers should maintain a sober mind in the face of tempting promotional prices. Shopping must be based on their own actual needs. Don't let the current low price be a trigger for impulse shopping. "Devil" creates unnecessary waste.