At present, with the increasingly fierce competition in the flooring industry, promotion has become the normal means of competition in the flooring market. With the arrival of various holidays, in addition to gifts, lottery, etc., the "price war" between enterprises is also intensifying, and there is a lot of war. From the first half of the "3.15 rights promotion", "Qingming small holiday", "May holiday" and other major holiday promotions, "big price cuts, big discounts" become the most frequently mentioned keywords in holiday promotions, but also Some companies have launched a "0 yuan floor to take home" campaign, and this price has been pushed to a new climax.
Double-section coincidence detonated promotional hotspots, floor product prices and civil war
The two-section model of "June 1 + Dragon Boat Festival" will surely become the primary strategic high ground for industry competition in June. Although the holiday promotion has been weakening recently, the “following the festival†has become an “addiction†that cannot be quit in the industry. The reporter learned in the market that whether it is a home, or a large home store such as Chengwai Cheng, Hongxing Meikailong, etc., the upcoming “double festivals†have begun to launch activities, and prepare to warm up the market in advance. Than "May 1". In all kinds of various promotional programs, the reporter found that one thing in common, no matter how the form is ever-changing, the big stores are actually just making a fuss about "price."
The "price war" between enterprises is getting hotter and hotter, and the prices of various flooring products are getting lower and lower. Most enterprises report to reporters that in the face of various promotional activities, enterprises are only facing the scene of fiery market. The unrestrained price war has already brought the entire flooring industry into a vicious circle. However, in the face of the annual promotion activities, seeing other companies are actively deployed, of course, they do not want to admit defeat, can only play swollen face and fat, lose money and earn a drink.
It is the enterprise that has the "people have me" and the crowded mentality, which leads to the chaotic situation of the floor market price. In order to increase the brand propaganda momentum, the company would rather create a "false prosperity" and also dress up well and perform a good performance. . There is no limit to the price competition, except for the large enterprises with strength, most of them are almost on the verge of “sufficient waterâ€. In addition, from another perspective, flooring companies have been plagued by the “double opposition†in the international market in recent years, resulting in many companies that originally focused on the EU market, have turned to the domestic market, making the price war in the industry difficult to avoid. It will also involve manufacturers that have long been relying on foundry or technology-free R&D, relying on product plagiarism, and relying on low-cost competition, making the melee army of price wars bigger and bigger.
Another taste of price war is "gunpowder", and the sneaky psychology of "bargaining price" is difficult to eradicate.
Any industry is a combination of enterprises, markets and consumers. Therefore, in addition to corporate and market reasons, consumers are also a major factor that cannot be ignored. If the "high standard and low discount" is the industry practice in the product market, then "love bargaining, love price" becomes the phenomenon of Chinese-style consumption in the consumer group.
Whether it is the building materials industry, or any industry that is closely related to life, such as clothing, services, catering, etc., the “bargaining price†has become a trend among consumers, “cutting the price trilogy†and “cutting the price of the whole Raiders†into Chinese consumption. The most iconic consumer labels in the market, each of the "consumer talents" are published on the forum or blog to express their own experience and teach their own experience. Ms. Xiao, who lives in Changsha, is a “consumer fashionista†who likes to shop. She has her own unique insights on how to shop around. Although it is only in its early twenties, it has a deep understanding of the method of bargaining, and has published its own heart in the form of Weibo or WeChat friends, which has been sought after by netizens. According to Ms. Xiao, at present, she even has a fixed fan base. Everyone will exchange their shopping experience from time to time and exchange their chopping cheats.
Whether it is bargaining or price comparison, it reflects the consumers' great distrust of the current market. According to statistics, as high as 92.3% of consumers expressed doubts about the current market price, 82.1% of consumers have experienced bargaining. This Chinese-style consumer psychology has also become difficult to unify the price of the flooring industry, and the company has repeatedly attacked the price war. As a result, the floor companies have been greatly discounted on the one hand, and on the other hand, the confusion of the price tag has been raised, making this price war more and more "exciting."
"Price war" has become the main battlefield of the current floor industry competition, not only the result of vicious competition of enterprises. At the same time, behind this dark battle without smoke, there is a huge "sneaky psychology" - the phenomenon of Chinese consumption. In order to meet the psychological needs of consumers to bargain and price, the company constantly adjusts the “virtual and real price†of products, making the evolution of this war situation even more unpredictable. No matter how the future situation evolves, only the company and consumers can work together to truly promote the healthy development of the flooring industry.
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