The first heavy: see mountain is a mountain
This is obvious, "naked" sales promotion means, is consumer can tell at a glance the sales promotion methods such as traditional discount, as gifts, special offer, return now, recliner so called "see mountain is mountain". Its defect is this kind of means already abuse numerous, to consumer appeal already weakened gradually, and the easy imitation; The advantage is simple and direct, sales promotion effect is obvious. Therefore, "see mountain is mountain" type promotion is double-edged sword,leather sofa in promoting the sales, at the same time it reduce brand value and class, and easy to cause the "promote the pin" and "don't promote is not pin" "promotion dependence". 2011 years of holiday sales promotion and the curtain, for the part of the furniture enterprise is concerned,sectional sofa the special offer, return point, buy such traditional promotion methods presented in various furniture market repeat performance. No minimum, only lower. Many businesses make at the red in the red sea market "bloody battle to the end". Turnover seems to increase, but the gross profit but not rise; Brand awareness perhaps for low-cost sales see increased,sectional sofa manufacturer but the brand reputation but with low price and discount, the loss outweights the gain.
The second: see mountain is not a mountain
This is a relatively covert, high technical content of promotion manner, generally dozen "public interest", "huimin" pretence, let the consumer is hard to detect,recliner manufacturer so as to achieve the purpose of the near future or long-dated promotion. For example, household electrical appliance industry "to old change new", Mongolian cow called consumers and media tour the factory workshop, the farmer mountain spring "every drink a bottle of the farmer mountain spring, you went to the hope project donated a penny", vanke customer organization "China vanke will" and so on all of this. Its defect is operating very difficult, activity originality is hard to find, and often focus on the long-term benefits; The advantage is easy to be consumers to accept and eventually, can shape a good brand influence, from the side to promote sales.
Furniture industry can achieve this level of sales promotion is few. First of all because furniture industry development is not very mature, high technology promotion means basic still do not have; The second is furniture enterprise are eager for quick success and instant benefit more on immediate interests and it benefits, to long-term interests and implicit interest not enough attention. Of course, furniture industry also has some highlights of the related cases, such as red apple "tracing record", junwei LAN mattress "3 · 15 to old change new", etc.
The third heavy: see mountain or mountain
This promotion is generalized sales promotion, which can promote the sales of the set of all the way. It returned to the modern commercial value origin: to provide real high value (practical value, aesthetic and spiritual value, etc.), low cost (money cost, time and opportunity cost cost, etc) products and services, maximum satisfy customer's current and potential requirements.
That is, we should take the most competitive business model, the best product and service quality, lowest price and cost to satisfy consumers' needs and beyond consumer expectations. Such as ikea's business model, with outstanding design, low cost and rich category to provide consumers with high quality and low price household items, eliminate the middlemen, high tariffs and the repair cost plus rent, and other factors. Ikea no glaring promotions, only a usual specials, the profession model is the business model is "see mountain or mountain" highest state. Of course, and wal-mart "everyday parity", metro, "warehouse now bought from luck", Spain ZARA clothing "fast fashion", etc.
Therefore, to do "to see the mountain or mountain" state, we have to ask ourselves whether we provide the best products and services to target consumers? Whether to best way to consumers will product benefits show? Consumers understand and get the most convenient way whether products? Provide above products and services are the lowest price? We can provide the core value is the most need consumers? In a word, "see mountain or mountain" is how to make "the practical value, the aesthetic and spiritual value, etc" maximization, while the "money cost, time and opportunity cost cost" minimized.