Home Appliances Merchants "Single" contest "delight"

The Singles Festival, which is a festival for young people, is now another commercial leader in business competition. Different from previous years, in the home appliance stores in Jiangmen, many home appliance merchants broke through this year for the first time to start a large-scale promotional event, hoping to use this holiday season to win another share for this year's market.

The theme of this year's singles for men and women “singles” is to “give up”, and businesses “fight it out” to launch a series of preferential activities – let the price touch the end. During the visit, the reporter learned that Jiangmen Gome launched a marketing model of “online price comparison and shop ordering” and tried to bottom out the price, while Jiangmen Suning also launched activities such as “3 days and 3 nights”. Let the consumer.

Home appliance business has also been a "single day"

"This is the first time this year." In the past few days, the reporter had obtained the same reply when he visited Jiangmen Gome, Jiangmen Suning and several major home appliances merchants. According to Lu Lei, general manager of Jiangmen Gome, in previous years, the Singles Festival had not done anything. In the past, in addition to New Year's Day, May Day, and other traditional holiday activities, there were Valentine's Day and other promotional activities, but the Singles Festival was still the first time.

In Jiangmen Suning, we enter the East Lake flagship store, and the conspicuous area in the store also displays promotional tips for this year's Singles Festival. Jiang Jian Suning general manager Liu Jianbin also said this is the first time, and expects a better market response.

Also at Hengfa Home Appliances, the promotional price war on "Single Festival" will be launched in advance, and it is determined that the "Home Appliances Shopping Night" will be held on the evening of the 9th of this month to give consumers back affordable prices.

Appliances prices jump again and strive to "light out"

For the Singles Festival, if you want to say what the bachelors are most concerned about, it must be “unmasked”. However, under the premise of fierce market competition, this name was also borrowed into the business wars. On this singles day, “de-lighting” has become a promotional tool used by home appliance merchants to attract consumers—the price has been stripped.

According to the news from Jiangmen Gome, in the Singles Day promotion, the Gome.com online mall will be used as an example. Its promotion will reach the highest point of the year, and the overall profit distribution will exceed RMB 1 billion. On November 11th, on the occasion of the 10th Anniversary Celebration of GOME South China Region, the provinces of Guangdong, Fujian, Jiangxi, and Hunan were fully linked, and the total number of home appliances in the category went down by 40%, achieving the goal of breaking the entire network. The price action, and Jiangmen Gome will also be in 10 of its stores simultaneously launched "online price, store orders," Singles 'big' grab 'festival' activities.

Suning also launched activities such as “3 days, 3 nights and zero dollar purchases”, which stipulates the purchase of designated living appliances and accessories, how much it costs to buy back gift certificates, and 300 yuan caps. Gift certificates can be used to purchase traditional large appliances and 3C products. It is expected that the price discount can reach more than 15%.

Appliance business war goal is not only young people

The Singles Festival is a festival for young people. According to conventional ideas, the activities launched by businesses should be targeted specifically at young groups. However, on this year’s Singles Festival, the business’s eyes are not limited to young groups, but the whole Consumer groups.

According to the introduction of Gome, this “single day” promotion is another peak after Liu’s Golden Week. The activity is also rich and varied. There is a large night market for specific members, and 3C and computers specifically targeting young people. , ice washing, cameras and other small household electrical appliances, as well as smart TV and other high-end products, covering the crowd can be described as the main consumer of the entire market.

According to reports, life-like small home appliances are mainly "fool-type" appliances, aiming at young people pursuing the desires of life and fashion, and their fool-type designs allow young people to perform multiple functions, thus eliminating hands-on troubles. .

Mobile phones and other 3C products as well as smart TVs are also suitable for young people's needs. For example, smart TVs can be connected to mobile phones and achieve simultaneous Internet access, thus meeting the fashion needs of younger groups.