The battle for the September Golden Moon has been played for a week. In addition to discounts, specials, sweepstakes and other famous dishes, from August 31, Best Family has published a series of advertisements in the media, which has exploded the “hidden rules†of the home industry. Is it a marketing tool that harms people and self-interest, or does this industry have something to do? The inside story of Best Buy has been discovered from the advertisements that have been published, with the theme of advertising "lower price" and "clear price" as an example, the price of the home industry Confusion and discount traps, "There are dozens of brand choices for the same style of products, but the price is not over the imagination. Almost every mall has a 'clear price' logo, but the actual purchase will encounter verbal discounts. Bargaining has become the norm in the industry..." The ad says. "In fact, there has been an idea of ​​exploding the industry's potential rules." For the launch of such an advertisement in Golden Moon, Xu Weijie, general manager of Best Buy Marketing, said, "Our business model determines that there are many differences between our stores and other stores, so We will be able to face the unspoken rules of the industry so much.†He also said: The rules of the sneak peek are not the ultimate goal. Now the business is difficult to do, and the company has to do subtraction from the perspective of the consumer, which means increasing efficiency and reducing costs. Excluding the mode of intermediaries can reduce operating costs and bring lower prices to consumers. Best Buy hopes that more consumers will know the operation of the industry and choose a lower price model through the rules of the blast. The argument that peers counterattack is not a hundred homes has provoked rebuttals from industry insiders. The market leader of a new local famous store said that the so-called four hidden rules are not unspoken rules at all. "The home industry is a low-profile industry. Household consumption is a large consumer item in many households, and most of them are durable consumer goods. Most of the household goods have no well-known brands. Even if it is a one-stop shopping plaza, consumers will inevitably go to the comprehensive evaluation, emphasizing 'one stop. The style 'has no meaning.' For the plain price and lower price, he believes that the price is a trend, but it needs to be fully popular. It will take some time. "Guangbai is definitely the price, but the popular frontline is mostly The merchants are not clear-cut prices. Is it true that there is no market for the popular frontline without a comprehensive price? Sometimes the market rules are like an invisible hand, and do not need to be particularly strong and deliberately promoted, if everyone agrees with the clear price. At the time of the full-scale popularization, it will be a matter of course." The two sides are arguing for the practice of harming others and benefiting others. Home stores are considered, such unspoken rules burst out, if there are a lot of people are concerned about, will only make consumers feel more whole-home industry has a problem, BES home itself simply can not isolate itself. "Before Huangshi Furniture City has also engaged in the marketing of such a sneak peek rule, the end is not enough, consumers are not fools, the so-called hidden rules have long been very clear, buy or not buy, and ultimately shop around 3 "The market leader of a local veteran store said. However, Baishi Home has no fear of "injuring the enemy one thousand losses of 800". "Each advertisement has a description. What is the difference between the operating mode of Baishi itself and the traditional one? I believe that there will be a scale in the hearts of consumers," Xu Weijie said. Understand the industry's view, the bottlenecks that the hypermarket model is encountering, everyone is exploring the way out, but the scale is big and it is not easy to turn around.
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