Home group buying pulls the building industry's off-season marketing "fire"

According to the reporter's investigation, it is known that the group purchase activity of building materials products is more and more popular among consumers. On the one hand, for busy urban people, busy work, crowded traffic and rich entertainment activities make traditional shopping. Channels can no longer satisfy everyone's efficient lifestyle, and the convenience and speed of the network and the rich information flow can help consumers solve this inconvenience. Although merchants are very optimistic about online marketing, the choice of this platform is still very strict. Whether it is the strength of organizing group purchases, the credibility of the media, or the recognition of the netizens, it must reach a certain level to be favored by the merchants. Throughout the first half of the home market in 2011, there were pressures on the property market's regulation and control policies, and the pressure of rising prices such as raw materials and labor costs made the major building materials manufacturers feel more difficult and sighed that the market was not doing well. On the morning of July 30th, the home of the “Fengfeng Huihui – the launching ceremony of the large-scale presidential signing ceremony of the Beijing-Tianjin home brand Huashan Jianjian” attracted the attention of many consumers. The square was crowded and lively. In addition, for young people after the 80s and 90s, it seems to be a common practice to query the quality of the products and the word-of-mouth online before buying things. Especially when buying home products, consumers will "think twice." Because after all, no one will change the bathtub and mattress at home. Everyone hopes to buy the most cost-effective products with the least amount of money. At this time, online shopping will become the first choice of most owners. Many netizens said that the price of group purchases is naturally very attractive, but at the same time, the third-party online platform for organizing group purchases will provide a guarantee for everyone after shopping, which can avoid many worries, which is also to make them a group purchase control. A big reason. Wei Zhaoqiang, general manager of Meitong Wooden Door, said when talking about the marketing network of the home industry: "The advantages of the network in time and space are unmatched by traditional paper media and TV media. Therefore, any enterprise that seeks development cannot ignore network marketing. After our return to China, we not only rapidly increased network optimization personnel, online sales, but also interacted with netizens online and offline, striving to let more consumers know about the company. In the future, Zhan Peng, general manager of Zhejiang Deyi Kitchenware Co., Ltd. Tianjin Office said: "The development trend of marketing network should be irreversible. In the future, consumers' dependence on newspapers and TV media may become weaker. However, the dependence on the network will only increase. Therefore, if a company wants to maximize its own value, it can not ignore the network marketing channel." According to the reporter's investigation, many businesses Therefore, the "seeing the other side of the network channel", on the one hand, it can help companies promote brand image, the visibility of offline It can be extended on the network; the other hand, the actual role of the network is to promote sales. As today's consumers pay more and more attention to online reviews, the impression of a good brand will deepen into the minds of netizens, and gradually produce a subtle effect; for brands with bad reputation, everyone will also have the impression of it. "Deep-rooted", it is difficult to "redress" in a short time. Therefore, in today's market environment, if any company ignores the ability of the network to influence the customer's consumption concept, it means the loss of a large number of potential customers and the decline in sales.

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