Bathroom market sales to see how the dealers "play means"

For the past, every holiday is a great time for promotion, but due to the ever-increasing market competition in the past two years, small and medium-sized sanitary ware companies are blooming everywhere, bringing great pressure on the building materials industry, and SMEs occupy a disadvantageous position. Want to win in the market competition and promotion activity needs the support of price war. Therefore, the annual holiday is the most troublesome thing for sanitary ware businesses. The original sales season has become a slack season because of big sales failures and consumer trust. The entire sanitary ware market is in a recession. Business people mingle their brains and get along with various promotional activities to attract consumers. And then still some of the merchants have little revenue, then what should be done next?

Terminal sales promotion has become a common market behavior. Through promotional activities, dealers can not only achieve the goal of increasing sales volume and expanding market share, but also increase brand awareness in the local market. This is more important for brands that have a shorter market entry time or insufficient investment in upstream advertising. Even similar to the whales, the signing of sales as a means of promotion has consistently achieved the transformation of the business center's "export to domestic sales" and has quickly established its market position in the industry. No matter in the dealer group or in the major building materials stores, they have achieved a good reputation in the market. The quality of dealers and the quality of terminals have all achieved a qualitative leap in just three years.

The reason for the imbalance in sales promotion is to promote sales instead of completely replacing sales. Some manufacturers and distributors often regard promotional activities as an important channel for realizing sales, and it is too important for a sales promotion to be too important. In fact, this is a misunderstanding. Under this incorrect understanding, two extremes are often formed. One extreme is that sales promotion is too important. Therefore, every effort is devoted to making a sensational effect and maximizing sales. Another extreme thinks that sales promotion is too expensive. , simply do not do promotions. So many people have put a word on their lips: do not do promotions and other deaths, do promotions to death. In fact, this is a lack of understanding of sales promotion. In retrospect, even if you are looking for death, you have to be better than waiting to die. This is because finding itself is fun, and waiting for death is too passive.

On the other hand, most of the brands that respond coldly to terminal sales promotions, in addition to some engineering-based ones, can basically use “perfect performance” as a summary in the past three years. On the one hand, these brands have insufficient awareness of promotional activities. On the other hand, companies lack the ability to implement effective promotion nationwide. Some have rushed to give up after several attempts. Therefore, manufacturers and distributors must pay sufficient attention to promotion. Although sales promotion cannot be treated as a life-saving straw, they must not be completely ignored. Otherwise, an effective market tool may be lost.

Bathroom promotions need to be treated cautiously. Promotion work can be divided into regular promotions and special promotions. In the peak season of sales, sales can achieve a substantial increase in sales; while in the off-season sales, sales promotion can not only increase sales, but also effectively increase the number of dealers. Enthusiasm, and can achieve the purpose of fighting the morale of competitors. From a certain point of view, off-season promotions are more meaningful than peak season promotions. Even in the past three years, many brands have achieved a “not off-season” through off-season promotions, which have completely changed people’s perceptions of off-season promotions.

A brand is accepted by the market and can maintain its advantages over a longer period of time. It requires the dealer to work hard for the area for a long time. After a solid market foundation is formed, the distributor can only harvest the results. Not a cold day." Dealers should abandon the simple thinking of simply pursuing sales. Instead, they should base their efforts on brand building and continuing operations. They should fully consider the opportunities they face in each period in order to achieve rapid brand growth. For off-season promotions, dealers can raise awareness from two perspectives, both in terms of opportunity and actual combat:

In the past, the main building material market in the country during the past nine months was almost “mobility of sanitary wares”. In many places, there were even more sales than consumers. All businesses have abnormally valued the sales of major holidays, and often invested in venues, advertisements, etc., during this period. Any brand wants to seize the eyes of consumers during this time is very difficult. But in the off-season, both the upstream and the dealers will have different levels of slackness, and the reaction to the market will become dull. At this time, if a brand carries out promotion activities, it will often form a unique situation. With less total market demand and less competition, it is also possible to achieve large sales. In contrast to the previous single-armed bridges, shopping malls and advertisers will also provide substantial discounts, allowing dealers to increase brand awareness through smaller investments.

As the saying goes, it is good to keep soldiers for a thousand days and use them for a while. During the off season, dealers can organize employees to learn, summarize and improve. Sales is a practical technical work. The effect of simple theory learning is limited, and through the implementation of a promotion that focuses on “raising the brand to promote sales”. From brand planning to the promotion of channels and terminals, dealers can have sufficient time to inspect and improve the team's operational capabilities, and enhance team combat effectiveness and cohesion through actual combat training.