subject: Five Major Home Appliance Chain Of Regional Advertising Strategy - Home Appliance Chain, Regional, [print this page] China-based China-based
Appliance Retail
Increasingly occupy the main liner terminal today, no doubt, more and more of China's household electrical appliance consumption patterns tend to focus on holiday-oriented consumption, coupled with the scale of the turbulent waves of military expansion, the appliance thus led to
Marketplace
Advertisement
Regional print media across the country put the alarming rate of increase.
According to the statistical results, divided by the Shanghai, Beijing, Guangzhou-based first-tier cities, the first quarter of 2005. Four of China
Home appliance chain
All supermarkets increased advertising efforts into the Top 20, two leading industry
States United States
,
Suning
Also an increase of 93.4%, respectively, 126.2% increase as the
Brand
Advertising volume runners-up. Cutting-edge medium and large electrical appliances store up 3597.9% year on year growth. Discharged to the national 18th.
But detailed analysis of various origins can be found in appliance stores the advertising growth was mainly firms with upstream supply chain integration of the advertising, household appliances brand advertising share to be shared to a lot of advertising appliance stores, household appliances industry this quarter print media advertising on the amount of dropped 17.91% last year, even the most front position
Haier
, Matsushita two brands appear negative growth over the previous year, only
Changhong
Adjustment due to the diversification of the brand to 13 times the amount of re-emergence of high growth, discharged to the first four.
The following, only running for a regional strategy for home appliance chain stores summary notes.
Strategy 1. Targeted
Every weekend since the system of our country, has reached 114 days a year holiday. The "Spring Festival" "51" "National Day" holiday elicited three strong consumption power is for the appliance
Shopping
Bring explosive
Sell
Growth, for the "holiday effect"?? Consumer entertainment consumption outside the main period, resulting in a two-day weekend and holiday periods the decline in newspaper readership, most of the newspapers published during the holiday period were reduced version of the number of ads in the press results also greatly reduced, it should be considered advertising effect of "lag" of the early development of advertising plans, advertising in advance. The holiday season is the golden age of consumption, and therefore the natural home appliance enterprises should prepare in advance to collect before the holidays
Promotions
Resources, after advertising to reach potential customers.
Strategy 2. House of Flying Daggers
To build consumer loyalty and stability of home appliances brand on the current channel is concerned, is a costly long-term process, for many of the characteristics of local media carrier, only print media as an example of Fuzhou, in addition to the Straits City News, Southeast Express, there were Fujian Daily, Fuzhou Daily, Fuzhou Evening News, Fujian
Broadcasting
TV report, the market Liao Wang etc. quite influential media organizations spread. As well as
TV ads
, Building advertising,
Outdoor advertising
, Bus mobile advertising the rise of new media. So with the consumer behavior of consumer appliances gradually from the emotional to the rational, home appliance chain enterprises choose an important indicator of the professional media, such as the availability of cross-media delivery, excavation and use of new media, traditional media forms of advertising innovation, personalized media delivery capabilities. There are two main considerations were: dissemination of advertising audiences and advertising prices. Only ads with science
Investment
Portfolio-based, multi-faceted run in the grasp of the market. Can only result in a higher return on investment.
Strategy 3. Shichuyouming
Ancient scholar: name the biggest markets, is starting to be made. Appliance stores in addition to a stable periodic promotional resources into the promotion expenses, advertising costs that, another reading should be to highlight the effect of relying on advertising to create attractive promotional spindle. In view of regional culture, consumer psychology and market realities and other reasons, the current channel promotions appliance features the theme played the ceremony focused on the brand, the annual Celebration, heavy Zhang Qingdian, seasonal build section and so on. Because
Competition
Opponents of the promotion strategy, and the other from sales momentum to conquer the overwhelming theme of consumer choice based on psychology. Such as "crazy costumes opened 10 million gift to send high", "super-Sheng Huili product offensive", etc.
Strategy 4. Feelingly
Maslow hierarchy of human needs to be summarized as:
Physiological
Needs, security needs, social needs, esteem needs and self-fulfillment needs. The first two needs, and that is the basic material needs; the latter three require a high level of need, "emotional needs." "Emotional need" more and more evident in the human consumer behavior, the formation of a so-called "sensitive consumer."
By the grammar of our clan, the Chinese concept of a very heavy feeling, on the occasion, the appliance stores
Show Ads
Emotional appeal to open areas, often play a multiplier role.
