In the past month, many cabinet companies have entered a temporary "dormant period" of market sales.
According to interviews with reporters, discounts, promotions - as the best and most direct way to increase sales, have been put on the agenda by many businesses "naked". Predictably, a vigorous price war will overshadow China's cabinet market in the next few months.
Brand cabinet "price war" warms up the cabinet market
Many people in the cabinet industry are helpless to set November and December as the deadline for 2008. Consumers are also very active during this period and are prepared to decorate their homes in the coming months. A survey conducted by a certain net recently revealed that many consumers have a large amount of demand for branded cabinet products. In addition to factors such as service and design of brand cabinets, they also value the discounts and promotional efforts of brand cabinets. .
A person in charge of a kitchen facility said that they are ready for the upcoming peak season and will give back to consumers in September this year by opening a new store, hoping to bring the most affordable products to consumers.
A cabinet brand marketing manager believes that although the discounted cabinet products account for less than 50% of the marketing volume, the cabinet manufacturers never miss the golden promotion period, which, after all, will greatly improve the performance.
The general manager of Europa Cabinet Beijing stated that Europa will also participate in the product promotion activities during the 11th period, and has already made preparations for product reserves, logistics transportation, and personnel training.
Consumers are maturing but they still value "affordable prices."
With the popularity of cabinet products, consumers have increasingly recognized the high-quality home life brought by branded cabinets, although the price of branded cabinets has increased slightly. From the point of view of quality, design, quality, etc., the brand cabinet is definitely a home furnishing product with good value for money. However, Chinese consumers also pay great attention to “being good and cheapâ€. After all, buying more value-added products at less price has huge appeal for consumers.
Zhao Liang, general manager of gold cabinets in Beijing, believes that consumers do not have much time to understand and understand the cabinet products, thus leading them to pay more attention to cabinet prices. Brand cabinets use a special period of price advantage to attract consumer attention is a very effective approach, but more should encourage consumers to rationally look at the cabinet market.
According to Liu Yiwei, marketing manager of Tutto Baojia Market, cabinet companies generally only promote special sales of products with large inventory, and rarely promote those classic style products. This shows that the promotional measures of cabinet companies are more of a means of attracting attention and attracting attention. Liu Yiwei also revealed that many of the customers who fancy promotional cabinet products at the time finally chose new cabinet products. This is also a use of marketing tools.
"Price war" is just the key to improving quality
Although most of the cabinet companies will not miss the opportunity of annual gold promotions, the marketing focus of cabinet companies has never been here. After all, if you want to occupy the cabinet market only by several times a year's price war is not feasible, consumers ultimately value the product behind the quality, service, design, and even brand value. Only the price war of product promotion will gradually be eliminated by the market.
Gao Jin, general manager of Europa Cabinet Beijing, believes that Europa will always focus its brand building on product development and service enhancement. The price war is just an ordinary, short-term promotion, and the European School never made such promotions a priority. Moreover, Europa believes that as long as it does a good job of products, it will have confidence in the market impact brought about by the price war.
Gold cabinets said that although this year's cabinet market has been a certain impact, the need for promotional measures to increase marketing, but this will not become the main theme of the cabinet industry in 2008. The focus of cabinet companies is still to do a good job of products and brands, increase product added value, and guide consumers to a more rational consumption.
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