The promotion of the cabinet market is the norm. The market is still relying on "real kungfu."

The rapid development of the cabinet industry has led to the spread of competition among enterprises. Products must compete, brands must compete, and participate in exhibitions to compete... Of course, competition in sales is more different, especially in major holiday promotions. Halfway through August, with the golden age of the “Golden September and Silver 10” business, the promotion of the smoke may have filled the sky over the cabinet market.

Promotion into the norm is more than a holiday "patent"

According to observers in the cabinet industry, generally starting from the week before the holidays, major supermarkets will continue to carry out propaganda campaigns, and still take the usual forms of discounts, sweepstakes, gifts, and presidential signings. At the same time of promotion, many cabinet stores will be accompanied by huge billboard advertisements and advertisements in major media. The holiday promotion style is always continuing.

At a time when the overall market situation is relatively cold, grasping every festival to make a fuss is a choice of many brands. A sales manager of a cabinet said: "Although the Mid-Autumn Festival is relatively close to the National Day holiday and there are many holidays, there is still a lot of market potential to be tapped, so we will still apply for a preferential policy from the manufacturers."

The manager of a brand cabinet store revealed that because the holiday promotion activities will be much better than the usual performance, the boss still attaches great importance to the marketing performance of the holidays. However, as far as the current market situation is concerned, the consumer atmosphere in the cabinet market is getting weaker and lighter, so the promotion time in the store is generally longer, even if it is not during the promotion period, the real needs of the owners who come to the store to get the discount. The difference will not be too big.

Seize the market share and rely on brand strength

The actual situation of the cabinet industry is indeed that the sales have not made the merchants more profitable in the actual sales, and there are not a few merchants who regard the promotion as "chicken ribs". In the face of the current dilemma of promotion, cabinet merchants are also caught in a dilemma in the normal development of promotion. On the one hand, consumers are more and more rational, and they have been “numb” for promotional activities. On the other hand, facing the market situation of deserted market, It is difficult for merchants to find a breakthrough in retail, and they have to stimulate consumption by means of promotion.

As the promotion of the cabinet industry is becoming more and more popular, many people in the industry have expressed doubts about the rationality of frequent promotions and the ability to achieve the expected results. Industry insiders said that too frequent promotions indicate that the market is not normal, and it is imperative to try to make the "clear price" precipitation and return to real marketing.

The cabinet market has already entered the market share competition. The era of sales promotion to grab market share has passed. Optimizing operations and opening up channels have become an important hand for agents to cope with fierce competition. With the normalization of the cabinet market promotion, the era of profiteering has passed, the market expansion space is limited, and the market share competition of real guns has already started. Under the influence of model homogenization, channel flattening, and profit transparency, the cabinet industry will embark on a real path that is forced out by harsh environments. Businesses lacking quality and innovation will gradually withdraw from the stage, and businesses that are constantly seeking new changes will survive. The cabinet industry in the era of profiteering will return to products, brands and capital to compete.

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