Li Guangdou: Beware of the trap of holiday promotion

Wen/Li Guangdou every holiday, the merchants resorted to all the tricks to attract consumers. The most attractive to consumers is price concessions, so all kinds of price concessions resort to all means. For consumers, the world's consumers have a common feature: not love to buy cheap, but love take advantage. It is certainly not to be missed to see the cheap business delivered. This side of the business tears big sale, there consumers swing money big snapping, not lively.　　But the consumer is really picked up the cheap, or fell into the merchant's price trap, in the merchant hug when the warmth was stabbed a knife?　　Consumers need to be trained to see the price trap of merchants. The confusion of the atmosphere. Consumers tend to form a perception of what stores are cheap. But is it really cheap? Some businesses will use the strategy pricing method to price-sensitive products to lower prices, and placed in the most visible to consumers. such as milk, people sell two yuan, I sell a eight. This is to create a "cheap" atmosphere for consumers, so that consumers enter the feeling that this thing is really cheap, the result can not help the psychology of taking advantage of, and even bought something outside their own budget.　　In fact, those seemingly inexpensive products are only a small part of the entire product, is to create a climate, most of its products are not cheap. Second, the "Price straight". The most attractive to consumers is the straight 500 yuan, 50 percent sale of these deals. But the most tangible offer that consumers seem to have may be deceiving you. There was a shopping mall, 100 yuan a shirt to sell, shopping malls think of a trick, the price of the shirt on the label to write 1000 Yuan, and then hit 30 percent promotions, the result is sold to the broken goods. Did the consumers who bought these shirts take advantage or did they lose a lot? Therefore, consumers want to identify the real price reduction, or price after the reduction.　　Of course, this requires consumers to understand the normal price of the product, the establishment of a price database is an effective way to avoid falling into the price trap. Third, "Chicken ribs" giveaway. Relative to the price of straight, buy a gift relative is more practical. After all, compared to peacetime, now buy can get gifts. But this is only relative to the reality: The gift is just what you need on the actual, for you, dispensable is not practical. For example, if you buy a plasma TV, send a vintage TV, and if you need to have two TVs in your home, you're earning it. What if you don't have two TVs in your house? This gift has become a burden.　　It is true that many consumers have a gift but no use to their own, in fact, did not take advantage of. Four, "rebate coupons" of the serial sets. Many businesses will play "buy 200 back coupons 100" slogan, is tantamount to playing 50 percent, the preferential intensity is really not small. When consumers rush to the discount to find a lot of products are priced 198 yuan, 2 yuan to the difference can not enjoy concessions, there is no way only to continue to buy. As a result, consumers in the business of the trick is to let you spend more, over budget consumption. This is not finished, take the coupon you continue to buy or not to buy? Buy it, orKeep spending. Do not buy it, the hundreds of-dollar discount is not equal to throw away? It's just like a chicken. But the beheaded business was done, and the sale of the money was not done. Had to take the voucher to continue consumption.　　Helpless into a chain of traps. To "body" for the benefit. For example, there has been a dollar to buy underwear promotion activities. It's really a one-dollar underwear, but there's a prerequisite for you to walk around the catwalk in your newly bought underwear. This is in fact the business in the event marketing and advertising, the consumer involved in its activities become its advocates, that kind of discount is at best a business to you as a propagandist compensation.　　But if you like to be addicted to lingerie models on the catwalk, that's a different story. Vi. collusion of manufacturers. Stores hope to gather popularity, will require manufacturers to promote. And some manufacturers want to keep the high-end image of the product is not willing to promote. Thus, the coordination between the two sides formed the manufacturer's accomplice: to the manufacturers of specific models of products to promote. But when you go to the counter, most of them will find that these particular models are mostly out of their will, or are told that they are sold out. You are disappointed, but the manufacturer is happy because you walked into the store.　　As long as you come, they always have a way to make you consume. Therefore, the promotion has the risk, the consumption needs to be cautious.　　And for manufacturers, really need to innovate the marketing model, to achieve a win for manufacturers and consumers, this is the long-term way.　　Li Guangdou is the first Chinese brand, CCTV brand consultant, famous brand strategy expert, founder of brand Competitiveness School, Huasheng wisdom Industry and Li Guangdou brand Marketing organization. Li Guangdou was born in the forefront of marketing, since 1990 engaged in marketing and brand planning work, has served as the country's dozens of well-known enterprises perennial brand strategy and marketing advertising consultants, experienced the reform and opening up the Chinese brand development process, has a wealth of brand building and marketing experience, Won the outstanding Meritorious Award of China's planning industry. Beijing University, Tsinghua University, Shanghai Jiaotong University, Xiamen University, such as EMBA brand Professor, was rated as affecting the Chinese marketing process of the man.