Building materials home shopping malls pull many merchants to provide customers with "one-stop" services. Businesses use bundled events, alliances, and exhibitions to open the "Jinji" market. However, the reporter visited and found that in the promotion of promotional activities of the various home improvement businesses, similar to the previous large-scale single-game events are not many, a single home improvement company with solid wood cabinets, wooden doors, tiles, bathroom and other building materials products bundled together, to The customers get a discount, and the building materials store also pulls out the “one-stop” service and the lowest price from the merchants to the customers. The merchants are more likely to open up the “Jinjiu” market through the activities of store bundling, alliances and exhibitions. .

Bundling promotions defuse the pressure of price hikes. "By cooperating with other merchants in the store, we can avoid the problem that single products are not easy to sell. We can make good use of each other's resources and attract more customers." The merchants on the floor said that since August this year, he has carried out “joint action” with 5 merchants in his store, specifically targeting consumer groups with decoration requirements, and the results of such joint promotion activities are also very obvious. .

According to reports, ceramic tile as a decoration of instant consumption products, front-end consumers are not many, coupled with many industry brands, the market is very fierce competition, and in addition to individual held a large-scale single promotional brand, the rest The sales situation of the brand is not optimistic.

“The reason why merchants can give a lot of concessions is because September is the traditional season for the home improvement market and the consumer demand is booming.” The owner of a floor store said that the previous promotion season before September was May. Among them, an off-season period of two or three months has passed, which also accumulates a large amount of market demand to a certain extent. Therefore, as long as large-scale promotion is conducted in September, potential customers will certainly “sell”.

Home improvement company "marriage" building materials business "Everyone is engaged in joint action, we naturally can not idle, since it is the alliance, the larger the team, the better, of course, is also a good thing for consumers." Facing building materials home stores and building materials Home brands have joined hands, some home improvement companies have also seen a huge space for cooperation, the person in charge of a certain brand chain decoration company in the urban area said that in addition to the traditional marketing model, the company has begun to adopt multi-brand alliances in the sales season. Ways to grab the market.

According to reports, from this month on, the company has successfully held hands with 10 building materials brands and launched a joint marketing brand through the anniversary. During the event, each single brand not only has discounts, but consumers choose to consume more than two of them. , You can also enjoy a 10% discount, which greatly mobilizes consumers' desire to purchase. The number of single-signups in a single month has exceeded 100, and the percentage of signing orders has also increased dramatically.

In addition to the growth in the size of the alliance, the reporter also found during the visit that the modes of joint promotion by various merchants are also constantly innovating.

“We have reached a cooperation agreement with more than a dozen home furnishing brands such as flooring, and we plan to co-finance a joint exhibition hall in a square with a large number of people in the urban area. These showrooms will be formed by participating in the alliance's brand product portfolio.” The company's responsible person said that they plan to choose to combine the brands of solid wood flooring, sanitary ware, cabinets and other products for the entire exhibition after the weekend to provide consumers with a “one stop” from the selection of building materials and decoration to the installation of late-stage furniture. "Home decoration package.

For the alliance-style new marketing model, a director of a decoration association said that the major brand group sales, the collection of the strengths of each, to avoid the waste of resources, but also reduced the blindness of capital wastage, to achieve diversification of sales channels Development, and more importantly, providing consumers with a platform for one-stop shopping needs, saving time and energy, and ultimately enabling consumers to receive benefits. Therefore, in their view, sales of major brand groups are one Kind of good development trend.

The brand alliance is a new type of marketing model. This also reflects that the home-brand alliance has become the direction of the future development of the home industry. The major floor companies will also make good use of the current situation and carefully grasp the direction of development.