Home sales occasions, vertical and horizontal alliances to build a win-win market

Home, home appliances, and department stores, several industries that once seemed to be far away from each other are quietly under a common goal of “creating a perfect home life”. The amazing integration has taken place. Home shopping malls have formed alliances with well-known department stores and decoration giants to join hands with home appliance stores and flooring brands. LCD TVs... A series of unusual market phenomena has aroused widespread concern among people in the industry.

Resources complementary home shopping alliance shop

On November 7, 2009, the Red Star Meikailong Zhengzhou Mall building materials store opened. Red Star Meikailong Group and Dashang Group held a grand signing ceremony of the strategic cooperation alliance, which became the focus of attention of many media at that time.

Now, the strategic cooperation between the two parties is still continuing. The customers of the diversified consumer alliances of the Dashang Group can directly shop at the Red Star Macalline Zhengzhou Mall, and the VIP customers of the Red Star Macalline can be at the Zhengshang Xinmaite Zhengzhou Store. Enjoy points, discounts and other preferential services.

Jiang Xingang, the general manager of Red Star Meikailong Zhengzhou Mall, believes that Red Star Macalline and Dashang are both closely related to household life and they are highly complementary. This “diversified cooperation” can enable the two parties to achieve mutual complementarity and mutual benefit. Reciprocity, win-win market, give full play to their respective advantages and better serve consumers.

On July 18th, at the 13th anniversary of the Oukailong Furniture Chain's “Luxurious Night” festival, the reporter also saw the honorable guests with the invitation of Ou Kailong, who could apply for the gold medal of the fairway department store member on the spot, and at the same time win the Dior gold. Coupons and other discount scenes.

Join hands to make a home appliance store

In the home industry of China's Central Plains, it was not a few major home stores that took the lead in setting off the "Alliance Alliance" trend. Instead, it was the domestic giant of the home improvement industry, which was a real decoration company.

On September 28th, 2009, Zhengchuang Decoration Zhengzhou Company held a joint press conference with Henan Suning Appliance Co., Ltd., announcing that both parties will integrate resources with each other and carry out a series of in-depth “mutual cooperation”.

Liu Xin, general manager of Shichuang Decoration Zhengzhou Company, said, “If customers choose Shichuang Decoration, they will receive Suning Appliance vouchers and can also participate in various sweepstakes activities of Suning Appliance. The designer can incorporate a variety of home appliance elements in the renderings, making home appliances necessary for all kinds of life more consistent with the overall home improvement design style.". He believes that both parties' "diversified alliances" can allow both parties to share customer resources and allow consumers to enjoy "one-stop" pricing and services.

Custom underwriting flooring marriage LCD TV

In order to obtain a higher market share, when the industry is in the off-season, building materials brands have also acted in succession, using a special form of "diversified alliances" to bring different kinds of surprises to consumers.

On August 31st, the sales staff of the St. Vincent Floor Store in Phoenix told reporters that the "Buy Floor-to-Send LCD TV" campaign from the end of July had just ended on August 29. However, the reporter saw that there are still consumers continuing to consult related matters. “The LCD TVs were delivered soon after the event started.” The sales staff said that during more than one month of activity, consumers can directly purchase any iconic floor of 60 square meters at each icon store in the province. Receive a 32-inch Changhong LCD TV, make up the difference can also be upgraded to 42-inch Changhong LCD TV.

Shengxiang floor dealers in Henan told reporters that on July 10th, St. John's floor and Changhong Electric jointly launched the “Epico-Changhong Consumer Unity and Reciprocity Plan”. The icon has passed through more than 2,600 stores all over the country to consumers. 200,000 Changhong LCD TVs were sent out. In Henan, Shengxiang invested a total of 8,000 LCD TVs for promotion, which is unprecedented in intensity.

Xie Bin, Marketing Manager of Changhong Electric’s Zhengzhou Branch, revealed that the 200,000 LCD TVs sent by the event were custom-made by Changhong, and the performance indicators were the same as Changhong’s main selling models. Soon, another leading brand in the domestic wood flooring industry, Nature Floor also launched a nonprofit promotional campaign with almost the same content.

In mid-August this year, Nature Floor announced the launch of "Nature-Haier Green Enjoyment Plan" jointly with domestic appliance giant Haier. Before August 31st, when buying Nature's zero-carbon floor covering 60 square meters, 90 square meters, and 120 square meters, they will receive a 32-inch LCD, 32-inch LED, and a 42-inch LCD Haier LCD TV respectively. “Haier and Nature are all members of the China Zero Carbon Alliance.” Nie Shiyang, general manager of Zhengzhou Natural Flooring, said that Haier’s low-carbon development concept and a series of advanced products are related to Nature’s floor “I love nature” green. The concept of environmental brand has a high degree of fit, which is the basis for the smooth cooperation between the two sides. This activity has pointed out the direction for the home industry to achieve “zero carbonization” goals.

Experts recognise that heterogeneous industry integration is in the ascendant

Department stores, home furnishing, and home appliances. The cooperation that has been carried out in these distant industries has far exceeded the level of “joint promotion”.

Red Star · Meikailong, Oukai Long, a hundred years, actually home, Phoenix City, Hao Yi home and other building materials stores, home appliances and home appliances sales area has been continuously expanding.

On August 28th, in the newly opened Suning Appliance 27 Expo Super Supermarket and Gome 27 New Living Hall, the reporter was equally surprised to see counters and stands for home building products such as smart toilets, drying racks, and solar water heaters. . "Home, department stores, and home appliances have a natural connection to these industries. Whether it's home decoration, building materials, day-to-day shopping, or home appliances, the ultimate goal is to create a perfect and comfortable home living environment." Sun Dongming, head of the home improvement section of the Henan Decoration and Decoration Management Office, believes that "diversity cooperation" is showing a rising trend.

Professor Chen Guangming, an MBA tutor from Henan University of Finance and Economics, also has his own opinions. Chen Guangming said that the state has continuously issued control policies for the real estate market. The home building materials industry, as the downstream of the industrial chain, has a relatively bleak sales, a serious inventory, and the withdrawal of funds is blocked. The department stores and household appliances industries in the same industry chain are also facing the same problem. It is a good idea for multiple parties to make joint efforts.

Chen Guangming believes that home and department stores, home appliances and other industries continue to jointly launch market activities, not only to enable both parties to achieve a win-win situation, consumers can also benefit from it, is a successful triple marketing strategy. At the same time, he reminded the consumers that the “marketing trend” phenomenon is common in various industries. Marketing strategies of some big companies and big brands are often quickly become the target of competitors’ imitation. Consumers should not be easily promoted by some profit-making agencies. Impressed, we must look for the brand before making a choice.

Glossary

"Collective vertical" is also written as "conformity". During the Warring States period, Su Qinyou said that the six countries' princes implemented a vertical alliance to jointly oppose a strong Qin policy. Today's "diverse alliances" are confronting the increasingly fiercely competitive market.