subject: Appliances Into The Store Marketing Model Has Become An Indisputable Fact - Stores, Haier, Skyworth [print this page]
When the various marketing tools are rampant and widely used, but experience the "winter", the Chinese appliance market, calling for a more scientific and reasonable, and the status of the Chinese market for a new marketing model.
Now, a set of image display, communication, product sales, after-sales service as one of the store service marketing model emerged. We are talking shop, it is counter information in the original function on the basis of the terminal expansion and extension of concrete, not only in the rich connotation of more tension on the extension. Therefore, the appliance store into the marketing mode, has an indisputable fact.
Advantage
Store was established, to create "the first terminal of domestic appliances excellent image" of the process, it is to play a decisive role, and its numerous advantages conferred:
A profit maximum expression. As market competition intensifies, the terminal in order to reduce their risk to profit directly from our manufacturer, all sorts of excuses receive a variety of so-called terminal support costs, the manufacturers had depleted the profits of the clean and press. So, speaking as stores, consumers can achieve the maximization of profits.
Second, competitive brand advantage. Many brands so that consumers have no choice, and in the store, consumers face the same range of products under one brand, they narrow the choice of surface can even say no choice, so we opened stores to avoid similar products with the end of competition.
Third, the inevitable way trust. People buy things on the chart a pragmatic. Therefore, the establishment of stores, the company's comprehensive strength, product quality and service the most powerful evidence of good faith. And can convey a message to consumers: "We are not doing one-shot trading companies are and what you can find us, we have a team behind you for your service." Therefore, the store's construction enables us to achieve better sales.
Four, the best platform for sales. Store sales to meet growing consumer rational consumer psychology, special situation in China, the people's minds are at ease consumer stress. As sales to consumers in products that consumers are ultimately realized in the shops to buy. Therefore, the "open shop" and "no shop" to convey a sense of trust to consumers is not the same. From the perspective of consumer spending habits, consumer awareness of Chinese people still in a fixed place in the consumption habits, so store sales is a necessary place.
V. cultivate customer loyalty. As we have after-sales service team of direct support, customers are more willing to find stores, because it not only large business contract, and the service is more in place. At the same time, to open stores can develop customer loyalty, and also for those die-hard customers with better products and services, particularly in meeting the growing consumer fashion, humanity's demand, the role of store more efficient.
Six, to improve network coverage. Store for the entire region has established a model demonstration effect; store not only become the maintenance "customer love" between a bridge, also a dragon brand billboards; through the establishment of shops, can be extended to counties in Jiangxi dragon class city sales network to promote the construction of 23 market stores to enhance our network coverage dragon.
Practice
Marketing Center to allow the establishment of better store, to play in the sales process enormous power. Therefore, we set up shop, you need a good grasp of timing and rhythm; do preparatory work; analyze its advantages and disadvantages; from the actual situation, so that local conditions; maintenance of hospitality situation, strengthening relationships with agent communication.
One timing. The establishment of the dragon dragon store brand building and marketing will be greatly improved, especially in home appliance chain tyranny of the times, and store is to generate an effective channel to maximize profits.
