Hardware company holiday sales strategy analysis

In order to promote sales, holidays are an important moment for many businesses to snatch market share. The hardware industry is no exception. Many hardware manufacturers do not hesitate to drop prices again and again, which not only makes little profit, but also causes passiveness of their peer companies. One after another holiday, one more than a fierce promotional activities, consumers are suffering from promotion fatigue. In fact, on the sales strategy of hardware companies in the holidays, a single price reduction tactic is often difficult to be effective, the key is to learn to integrate resources.

Hardware companies are nowadays more and more frequent sales promotion. On the one hand, in the face of overwhelming sales promotion, consumers are often stunned and accustomed to the fact that the ability of promotion activities to stimulate consumption has also declined; on the other hand, the heated competition for promotions has also pushed the profit margins of home hardware companies to be overwhelmed. Small, and even some companies in order to ensure that profits do not hesitate to reduce the quality of products and service levels, although the "price war" is effective, but the endless trouble, in the long run, consumer trust in corporate promotions has also been seriously affected.

For large-scale hardware companies, its brand promotion costs are also limited, and promotions need to be integrated internally and externally. From the scope of the region, hardware companies must first determine the focus of promotion, is the choice of prefecture-level cities, counties or township-level market, is bound to be clear to the chest. Once established, it is necessary to use China’s diplomatic strategy of “a small ball with a big ball”. The most important ones are to drive sub-emphasis, key marketing support for key stores, and sub-key sales support for sub-key stores. As we all know, the even distribution of resources will often result in the dispersion not highlighting the competitive advantage. Just like a salt spilled into a river, it is equal to a bamboo basket, and a bowl of salty water is immediately available.

Many brands are aware of the "determined victory in the terminal," early in the holiday season, ready to weigh heavily in the retail terminal, in fact, the terminal that point "slap large" counter, and no time to fry gold. Therefore, hardware companies should expand from the near and far with the terminal as the center, spread the net to distant places, and lure them to the near place to achieve far and near integration.

Scattering the net in the distance means carrying out promotional activities in various places outside the counter, such as performing road shows at the entrance of the mall, distributing leaflets, product demonstrations, or on-site services to the community. The seduce in the vicinity means that special posters, gift piles, mockup demonstrations, etc. are all inhaled in the counter. In this way, the promotional effect of the festival should be better.