Can Consumers Not Buy Christmas Promotions?

"Last week, the discount for the mall was double 12, and just now received the text message from the mall, which will promote Christmas this weekend."

In December 18th, consumer Chen Xiao said that one to December, WeChat, micro-blog and SMS promotions were pushed one after another.

There is nothing wrong with consumers.

Last weekend, Shenyang shopping center just ended a double 12 promotion. Zhongxing mansion, commercial city, New Mart, new world and other shopping malls joined the promotion war.

Because December 24th this year is Wednesday, it is not conducive to consumer shopping, many businesses advance Christmas promotions to the end of this weekend.

Although weekend activities started, many brands staff said that the current discount is Christmas discount. If the price is reduced on Christmas day, the price difference can be refunded.

Promotional activities in individual stores even lasted for 1 months.

Jiu Guang Department began to promote sales in November 28th, saying that "Christmas comes in advance". From November 28th to January 4, 2015, consumers can accumulate shopping points and get gifts by counting points.

Faced with frequent promotions, consumers are showing signs of weakness.

"During the eleven golden week, the shopping mall began to sell winter clothes. I have already procured a batch in advance. There are promotions on the double 11, double 12 Internet and shopping malls, and a lot of things have not been opened yet. There is little interest in Christmas promotion."

Citizen Joe said.

Minister of marketing, Shenyang commercial city

Entity representation

Competition between them is large, and businesses will elongate the campaign season in order to snatch the passenger flow ahead of time.

"Christmas activities usually began in December 23rd, and then moved forward to 15 days. This year, some stores have been moved to 12 days, and families rush ahead to rush to the market."

Lu Chunguang said that the purpose of marketing promotion is to stimulate consumption, a large number of discount information and activities in order to make consumers impulse consumption, but frequent activities dilute people's desire to buy. When consumers are shopping rationally, the purchasing power will be greatly reduced.

Whether it is frequent promotion or lengthening the promotion time, the mall is undoubtedly aimed at increasing sales volume and increasing turnover, but will the result be as desirable as business?

stay

Miss Jiang, a senior high school teacher, said that last year, Xing long family promoted sales for 3 days. She and her friends agreed to go shopping together.

"In those 3 days, there are so many people in shopping malls. I think others want to buy them because they have short promotion time and do not consider carefully whether they need it or not.

If the promotion time is as long as 1 months, I will carefully consider whether to buy or not.

Miss Jiang said.

Another set of data also proves that the effect of elongated promotion time is no better than centralized promotion.

According to industry sources, a shopping mall in Zhongjie Street concentrates on Christmas day for 3 days, with turnover of 50 million yuan -7000 yuan per day, and turnover of non promotional season is 5 million yuan -800 yuan per day.

If the promotion is extended to 20 days, the daily sales may be between 8 million yuan and -1000 million yuan.

Lengthening sales promotion time is not only less than sales promotion, but also can not get consumers' approval.