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Xi'an home store: At the end of the year, the promotion is busy and optimistic about the coming year
As the year is approaching, many dealers have started to promote the promotion. Xi'an major building materials stores have posted various promotional information such as “12.12 big promotionâ€, “warm winter action†and “end-of-day promotionâ€. At the same time, in some relatively deserted stores, the reporter saw that most of the store's glass window also posted recruitment information such as recruitment notices. On the one hand, there is a hot promotion, and on the other hand, it is urgent recruitment. At the end of the year, dealers are preparing for 2013. Some dealers said: "The end of the year is good, and there will be a good beginning next year."
Complete renovation to prepare for 2013
The reporter learned that at present, many dealers have already closed some dealers or closed stores, or have begun to renovate the store for next year's market.
In the southern suburb of Daming Palace Building Materials City, a sanitary ware brand OXO, which focuses on the Italian concept of simplicity, has begun to “clean up†products in November. “These baths and toilets on the display racks are now sampled, so the price is Very cheap," the reporter said during the visit to his store last month, Xiao Zhang said, "The price reduction of products sold to tens of thousands before the renovation is also very large, basically at around 4 or 5 percent." It is understood that OXO is A fashion brand from Italy, the product design is simple and elegant, and it is also a high-end consumer.
A few days ago, when reporters visited this store again, they found that the OXO sanitary ware store had already pulled the cloth and began to trim the store. According to Xiao Zhang, OXO has not been in the market in Xi'an for a long time, and as far as all stores in Xi'an are concerned, only a specialty store in the southern suburb of Daming Palace Building Materials City, so dealers also pay more attention to this, the renovation will be carried out on a large scale. The renovation period lasted for two months from December to the end of January next year. “It may be possible to expand the storefront. At the end of the year, our brand will also be replaced with old clothes. Next year, we will face customers with a new image.â€
In addition to the businesses that plan to renovate the storefront, some brand stores are just the opposite of OXO. These dealers either reduce the size of the entire storefront or reduce the number of original stores to a few. Home, "Some dealers are not strong enough, plus the impact of various cost increases and restrictions on purchases, they also have to reduce the store to survive." At the Red Star Macalline Outlet store agent Ceramics distributor Cheng Chiju has just taken over a transferred storefront. According to her, the store she took over was a bathroom brand store. Because of the cold market this year, the store was handed over to her. The merchants who represent the bathroom have moved to the small shop opposite."
In this year's market environment, most dealers have chosen to reduce the storefront to reduce costs, because the market is sluggish, and the mobility of employees has also made many dealers feel pressure. When visiting several major building materials stores in Xi'an, the reporter saw Many storefronts also posted job advertisements, most of which were recruiting guides and salesmen. When the reporter asked the person in charge of a bathroom brand store, he said that the employees were unstable, plus the end of the year, another job. There are also a small number of employees. It is also a good idea to post the recruitment information early, and to get more time to train new employees, and also prepare for next year.
Dealers expect the market to improve in 2013
Compared with last year, this year's terminal marketing seems to be a bit difficult. "This year is a lot worse than last year's sales," said the head of a four-dimensional bathroom red star Meikailong Taibaidian store surnamed Jiang. This year, Xi'an opened several homes. In the large-scale stores, customers have been diverted a part, and it is also a big impact on the four-dimensional bathroom red star Meikailong Taibai shop. "On the other hand, by the end of the year, the company will generally increase the intensity of promotional activities and rush to sell sales. The activity is basically the same as that of large-scale promotional festivals such as National Day."
In addition to the four-dimensional old brand to increase sales efforts at the end of the year, Hengjie Sanitary Ware also launched the "warm winter action" promotion activities in time, Hengjie Sanitary Ware Building Materials City Nanjiao store manager Mr. Jiang said frankly, "Although activities It’s been going on, sales haven’t been counted yet, but the results don’t seem to be ideal, and they’re not as expected.â€
In addition, the price increase of some products also hindered their sales. An industry insider who asked not to be named told reporters that during the “May 1st†and “10·1†promotion activities, most of the products were carried out by Anhua Sanitary Ware. The price increase, which made many consumers unable to accept it at a time, so the sales of its brand also dropped a lot. In fact, not only the price of Anwar's products has risen, but the prices of some of the other brands have also fluctuated slightly. It is understood that the average price of four-dimensional sanitary products has increased by about 5% this year.
Even with the impact of rising costs and real estate policies, the sales of most sanitary ware brands in Xi'an failed to meet expectations, but dealers still have great hopes for the market next year. "The market in Xi'an still has great potential," Mr. Jiang, who has been fighting for many years in the Beijing sanitary ware market, returned to Xi'an this year. He told reporters that the market in Beijing has basically become saturated, especially difficult to do. However, through the recent investigation of the Xi’an market, he believes that the market in Xi’an is still very large. Expansion capacity.
With the survival of the fittest in the market, the competition between brands is becoming more and more obvious. Small brands will also be eliminated in the “cold winter†market. The manager of a storefront of Siwei Sanitary Ware is expected to improve the market next year. Some small brands are gradually being phased out, market competition will focus on competition among some big brands, rather than simple price competition, and competition between product quality and sales services will become more apparent."
The person in charge of the four-dimensional bathroom store told the reporter that the brands that have accumulated in Xi'an will not carry out large-scale publicity. The four-dimensional brand is a popular brand. In the market, it also relies mainly on product reputation and its own product quality to win. In a growing number of brands, not only rely on word of mouth, quality, brand, but also look at the store location and marketing strategy, the market competition in 2013 will also be more comprehensive competition.
Some insiders also said that next year may be the reshuffle of the sanitary ware market. They believe that this year, in the market environment where house prices have fallen, brand competitiveness has increased, and consumers have become more rational, the sanitary ware industry has entered a new era of brand building. Industry experts unanimously believe that in addition to good products, enterprises should start from the following aspects: First, the channel development, to seize the third- and fourth-tier cities; Second, increase network propaganda, establish a brand image; Finally, set up a strategic sales alliance .