Chen Geng is a blasting expert in the CCP's underground party organization, Dong Cunrui is a blasting hero in the People's Liberation Army, and Huang Jiguang is a blasting leader in the Volunteer Army. However, from time to time, this blasting is not another blasting. The current "blasting" trend in the furniture industry gives people not heroic noble imagination, but terrorist absurdity. The initiator of the "terminal blasting"-Wang Bin, the master of the succession of Jiaye, is undoubtedly a well-deserved ridiculous "number one terrorist" in the furniture industry.
The absurdity stems from the beautiful myth that Wang Bins weaved to the furniture people: "Two days create peak season and one month's total sales"; "4 times a year, that is, 8 days to recover all costs"; "Wenzhou Dynasty only has more than 4,800 For a square meter store, the sales performance reached 8 million in two days ";" Zhejiang Jinhua Fairview International sold 12 million in two days in severe winter climate "and so on. Saying its horror stems from Wang Bin ’s destructive effect on the market ecology: at a specific time, in a specific location, and using specific "blasting methods" to "complete sales within a few months and days," it is like Use a bomb to blow up all the fish in a pond. This is a typical market overdraft behavior, "harvesting" mature and immature consumers in advance; it is also a typical brand overdraft behavior, if the blind price reduction promotion, will make the brand into the mud of price wars.
In the "terminal explosion" of Wang Bins, we vaguely saw the marketing figure of the old health products. Once upon a time, the three pinnacles of health products marketing, the three peaks of oral liquid, started at a cost of 300,000 yuan. Within three to five years, they created three "empire" foundations with assets of more than 4 billion yuan. The marketing tactics that contributed to the success of the three strains are simple: human tactics + information bombing + rural encirclement of the city + irrational consumers; the reason for the failure of the three strains is also simple: who wants God to perish, let him be crazy first. Wu Bingxin's irrational imagination and blind optimism about the development of the three plants-Global Brand Network-led to a runaway management, which made this huge "empire" with annual sales of up to 8 billion yuan, cumulative profits and taxes of 1.8 billion yuan, and 150,000 employees In just a few months, it collapsed.
The external performance, key supporting factors, methods, etc. of "terminal blasting" are strikingly similar to the marketing of health products: they are all explosive growth in product sales; the detonation sites are in the second and third tier markets (some of this market The commonality is that consumption is irrational, likes to join in the excitement, easy to be stimulated by terminal information, easy to believe in the media, publicity and promotion, etc .; all are land, sea and air type system communication and information bombing.
Of course, simply equating "terminal blasting" with health product marketing is a bit unfair to Wang Bin. First of all, the products marketed by Wang Bin and Wu Bingxin are fundamentally different. Health care products have always lacked a value foundation, and even become the typical "fudge product" in the minds of many people; while furniture is different, most furniture brands in China still have their value foundation, but only the value. The difference is only. Secondly, as a marketing planner relying on intelligence to earn a living, Wang Bin has a higher cultural quality and cultural rationality than Wu Bingxin. Although facing a relatively irrational secondary and tertiary market, "terminal explosion" has always emphasized rational consumption , Some basic rules in market transactions such as transparent consumption, product value, etc., are indeed providing consumers with some real value. Finally, although both are an overdraft, but the marketing of health products is a kind of "killing chickens to get eggs", "flickering and fishing" type, which only destroys unstructured overdrafts, and "terminal blasting" is only a kind of aid or growth It has been achieved that if used improperly, it will undermine market health and brand health. Of course, if it is properly controlled and balanced, it may have a deconstructive meaning for furniture marketing, that is, it is constructed while being destroyed.
For many reasons, there are indeed many problems in the terminal of the furniture industry. It needs some heartbeat or auxin to stimulate, let the furniture terminal person and marketer re-examine their traditional marketing thinking, and acquire some new thinking, new concepts and new methods. From this perspective, "terminal blasting" has its rationality of existence and prosperity. However, mature brand marketing should be a process that satisfies consumers' needs in a gentle manner, and then also obtains its own reasonable profits. It should not be violently and blindly eating itself into a big fat man because of consumption. People should have their own calm choices, and enterprises and brands should also have their own stable growth process. Healthy markets never need this kind of stormy, terminal sports with the smell of war.
In addition to the potential damage to the market and the brand, the most terrifying thing is that the "terminal explosion" will bring about a surge in sales in the short term, which will cause an illusion to the manufacturing companies, stores, and distributors, form a dependence, and will not change the future. More energy is spent on upholding and maintaining basic values ​​such as product quality, brand value, and after-sales service. Therefore, if the Wang Bins continue to "hit a gun for another place" in the short-term interests of their own personal interests and the furniture company bosses, then "terminal blasting" is likely to become a "Pandora" that opens the furniture terminal The "magic box" can't be covered, and can't be stopped, which will make the brand and the enterprise fall into a vicious circle, destroying the integrity, consistency and continuity of the enterprise management system and brand system.
Of course, if Wang Bins realized that all of the above could immediately retreat from the cliff, they just used "terminal blasting" as a deconstructive method, breaking the ground, and discovering the shortcomings of "explosion-related" brands and enterprises through "terminal blasting". , And joint enterprises and stores to continually correct these deficiencies, constantly upgrade the traditional furniture marketing model, so that companies and brands get a healthy "blood circulation" system, so that they will no longer rely on the "terminal blasting" such strong Needling, but relying on a long-term culture, mechanism, value system, etc. to promote its own sustainable development, then, "terminal blasting" may be a redemption of traditional furniture marketing.
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