Frequent Discounts, Consumers, Guangzhou Friendship And Other Businesses Aim At Precise Marketing.

< p > strong > weekly promotions disrupt business rhythm < /strong > /p >

The department stores of < p > < < a href= > http://www.91se91.com/news/index_c.asp > > Guangzhou > /a have a discount on weekends and even enjoy a discount at ordinary times. There is always no special preference for the festival promotion.

Ms. Gu, who lives in Tianhe District, mentioned her feelings.

In fact, this is not only Ms. Gu's personal thoughts, but even Mr. Yang, a member of the department store, admitted that "since last year, the pace of sales promotion has been disrupted. There are several fixed nodes, such as the Spring Festival, mid year, year-end and so on. Even now there are promotional activities on Qingming Festival and singles day. Zhou Zhou is thinking about the theme discount."

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< p > reporter observed that this month, for example, from the June 1st children's day, then the Dragon Boat Festival, and then to the June 14th World Cup, plus the June 15th father's day, there are 4 promotion nodes in half a month. Weekly department stores have similar "low to 80 percent off", "season discount" and "new product preferences" publicity, in order to attract consumers.

"This kind of frequent promotion has little effect."

Mr. Yang said that due to the impact of the economic environment, the original consumption demand has been reduced. The discount of "breaking 4" has not been able to stimulate consumption. "In the past, there was not much sales promotion, and consumption power would also have some accumulation. When it was sold during the season promotion, it would be very helpful to the promotion of sales. Now it is impossible to reproduce this situation."

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Less than P, even sales of large sales nodes are growing at a worrying rate. According to the feedback from nine major department stores in the city, sales volume increased by 8% and 1.38% last year, compared with last year's two peak nodes.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > member marketing < /a > can increase passenger unit price < /strong > /p >

< p > to cope with the impact of the economic environment and the electricity supplier, it is a new path for businessmen to grasp the potential of members to tap the potential of consumption.

Just last weekend, reporters at the Xinguang department store's member day activities showed that apart from the discount, they also worked hard on the member services.

"The company's two member day activities a year, this year's attention."

New light department store responsible person said that unlike previous years, in order to increase the viscosity of members, this year on the eve of the event, the special use of the "telephone invitation", "10 thousand members to send an invitation."

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< p > "the direct effect brought about by activities is mainly the increase of passenger unit price."

The relevant person in charge stressed that during the activity, the price of passenger unit increased by 15% to 25%, not that the price of goods was high, but that the consumers bought more things.

This is due to members' stickiness and activities, which provide more choices for consumption. Apart from goods in department stores, shinguang department stores introduced other products for the first time during the member day activities, such as fruits and vegetables that will not appear in department stores.

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< p > reporters saw at the scene that in the clothing area of the 5 floor, Xinguang department store set up a temporary berth "agricultural market", selling organic vegetables and fruits during the event.

A member of the public, who bought fruit on the spot, told the new express reporter that the fruit was not only fresh but also cheaper than the supermarket.

According to the "farmers market" stall owners, "the company is a website for fresh electric business, and cooperation with shinguang department store is mainly for branding, and the price of goods on site is 20% cheaper than that on the website."

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< p > "department stores have limited space and provide more choices, which is conducive to enhancing our member viscosity and return rate."

Xin Guang Department Store official said.

It has been revealed that it depends on affiliate marketing. Sales increased by 15% to 25% compared with normal activities during the three day activity period from last Friday to Sunday, and the traffic volume increased 10% to 15% over the same period.

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< p > < strong > merchants aiming at < a href= > http://www.91se91.com/news/index_c.asp > accurate marketing < /a > /strong > /p >

< p > < strong > trend < /strong > < /p >

< p > according to the data released by the China National Business Information Center, the number of retail sales of hundreds of major retail enterprises in China decreased by 0.1% over the same period last year, and the growth rate dropped by 11.7 percentage points over the same period last May.

After deducting gold and silver jewelry, hundreds of major retail enterprises increased by 5.2% over the same period last year, and the growth rate is still 3.6 percentage points slower than the same period last year.

Huang Wenjie, executive director of the Guangdong provincial Circulation Industry Association, believes that the situation of department stores in the first half of the year will not be much changed in the second half of the year.

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< p > "discount will definitely not solve the problem."

A brand dealer said that department stores' discounts had long been "broken 4", which allowed the brand to have a choice when sending goods to the department stores. "There will be requirements for department stores to do promotions, for example, more than 60% of the merchandise in the counters is below 50 percent off. Our new products must not be discounted too much, and this situation is much more, so we will assess this department store."

This may lead to the fact that the department stores do not receive a large number of new products first.

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Less than P, however, businesses are also seeking changes to target precision marketing.

From the simple "electric shock" to the current "O2O" strategy, retailers in Guangzhou have been testing the water, such as the "sea India life circle" built by the Hai Yin group, and the "micro department store" created by Guangzhou friendship. The shopping center of the Plaza is relying on WeChat platform to improve its membership system.

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