三问家电促销:太多很泛滥还是很少没规划,或是根本没上道?

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当前,对于所有家电厂商来说,促销活动不是太多,或是太少的问题,而是很多人根本没有理解家电促销活动的内涵和价值,只是以简单数量多寡作为衡量促销活动的唯一标尺。

兴也促销,衰也促销。面对同样的家电促销,有的家电厂商人员指责太多泛滥,坚决不愿意家电厂商于今年策划和实施一系列的终端促销活动;有的家电厂商则抱怨很少不频繁,三天打鱼两天晒网没效果,必须要加大投入力度;更有家电人士一针见血地指出,很多促销活动还没有上路,没有抓住核心找到真正突破口。

最近两年来,在中国家电一线市场商战中"风生水起"的终端促销活动,对于众多市场营销人员来说,到底是多还是少?应该是加大投入力度还是应该减少投入,寻找其它替代的营销手段?这已经成为一线家电市场争议最多、讨论最激烈的话题。同时一些讨论还超越家电终端推广促销层面,上升至企业经营战略和商业模式创新的高度。

其实对于当前家电厂商的终端促销活动来说,存在三个方面的问题需要破解:一是,家电促销活动是应该加大投入力度,还是减少?二是,家电终端促销是应该一窝蜂而上大干快上,还是寻找其它替代手段?三是,如何理解家电促销活动的意义,升华家电促销活动的商业价值和担当。

首先,当前很多家电厂商的终端推广促销活动,单从数量上看还不够多。至少存在2-3倍以上的提升空间。也就是说,最佳状态应该是家电厂商的线下实体店应该形成"周周有促销"、"月月有主题"、"季季要引爆"活动节奏,形成以"周、月、季"为单位的促销新体系、新模式。

过去两年间家电厂商实施的促销活动,从绝对数量上看,比前10年、前5年肯定是要增长很多,这个不用怀疑,而且促销活动切换频率要快。促销活动的实体主体,已经从过去的全国性、地方性连锁卖场,向县镇一级的家电专营店、家电大卖场下沉。但是,与其它零售行业相比,家电零售的促销活动数量还相对偏少。

不与快消品行业对比,单是与家电相关联的家居、厨橱等行业促销活动相比,从数量上最少都是家电行业促销平均数的2-3倍以上。正是通过持续大频率、快节奏的一线促销活动,已经让家居、橱柜等产业找到"通过促销推广,实现终端的出货和销售,并由此形成常态化"。但是,众多家电厂商在促销活动的引爆上,才刚刚上路,完全没有找到可以持续支撑家电促销的新常态体系。

其次,当前存在于家电厂商终端促销活动中的最大问题,不是数量的多寡,而是质量的高低。之所以很多家电厂商在过去一年多时间里,持续抱怨家电促销活动太多太频繁,原因还在于促销活动效果差、投入产出不成正比,投入大量的人力、物力和财力之后,却只有小产出,甚至业绩回报越来越差。

很多家电厂商当前质疑最多,担心甚至是有意见的地方,不是促销活动本身,而是促销活动的效果,越来越差了。因此接下来要想解决家电促销活动的矛盾,关键是要提升促销活动的回报率,真正让每一场促销活动都能带来客流量、成交量和订单量。否则,就会出现一种怪现象:一边是家电厂商鼓励和推动家电促销活动的常态化,持续化;另一方面则是家电商家,特别是实体店老板对促销活动越来越抵制,甚至反对。

如何提升促销活动的投入产出比?家电厂商接下来所要解决的核心首要问题,就是破除促销同质化,解决层出不穷的低价格战竞争、持续不断的买赠促销,或者是高度雷同的惠民补贴等促销主题,要真正形成企业专属的促销主题、促销形式和促销手段,让用户感受到增值、超值服务和体验。比如,家电品牌日、工厂直销、酒店专场等等,完善促销细节。

再者,要真正将终端推广促销作为家电厂商在互联网时代营销变革的主动脉。过去,家电厂商的零售形态就是将顾客引进门,包括后来的电商网店,也是在网上引流。家电厂商做出的"等客上门"向"出门拉客"变化,最终还是以门店、网店为中心,将客户拉到店里来。这与终端促销的初心并不吻合,或者说还存在一定差距。

家电终端促销的宗旨,不是以厂商为中心,为活动为噱头和诱耳,玩一把"请君上门"的商业游戏。而是真正到市场去,到用户中间去,构建坏了"用户在哪里、市场就应该建到哪里、促销让利活动就搞到哪里"的新生态。真正让家电促销成为所有厂商终端零售、出货的核心手段和工具。

接下来的2017年,家电厂商的终端促销活动,不仅要在活动的数量上提升,加大加重;还要在活动的质量、内涵上完善,丰富促销活动的手段、形式,追求差异化和持续化;最终,让促销活动成为提升家电经营业绩的核心动力!


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