Zong Ning: From the connotation of promotion, look at the content of electricity quotient

Valentine's Day, all over the promotion, of course, I do not object to this holiday promotion, compared to what double 11 12 of the self-made festival, Valentine's Day is Orthodox, and what events such as history can not be linked. Here I admire a business, that must be Durex. Now buy JC all send Durex, fast payment also sent to Durex, send what the ipad and so on simply weak burst. The vast number of otaku finally have the gospel, can become a dainty person-----There is a sentence you may not know, with a set of aircraft---pay attention to.

Take part in a quick talk, I have elaborated this view, the promotion culture at present is the Chinese big and small electric power merchant's cultural core, this core foundation is profound as long as the flow does not profit the Chinese electricity quotient law, does this indeed appear to be happy, lets the otaku are particularly satisfied, but plainly has manifested one thing, China's electricity dealers have no connotation, the brand level is even worse. Of course, a lot of people may also say that Chinese consumers recognize this, which is indeed a seemingly painful thing. But once from a certain company to hear a word, or can be shared again, "Customer is a dog, who has the ability to take away." "

Baidu is a great company, he succeeded to "ignorant people" changed a definition, that is not Baidu people. So spray my people I am very simple they go to Baidu, so as to their successful graduation from the basic issues of discussion, and rose to a common sense of the discussion on the basis of this topic, I Baidu a "promotional" the word. Baidu Encyclopedia gives me a great explanation and connotation, extracts its next.

The connotation of promotion

First, the promotion is to the customer purchase behavior short range incentive activity;

Second, promotion is a tactical marketing tool;

Common promotional ads third, promotion is the interest-driven purchase;

Promotion is the sales behavior of the pursuit of results;

The promotion is especially effective for impulsive purchase;

The promotion does not take the construction brand as the tenet;

Seven, promotion is "Aida Law" embodiment;

Eighth, the promotion is the price lever on the beating ballet, despite the variety, but can not be separated from the price benefits;

Ninth, promotion is to expand sales and use the method;

Tenth, the promotion is one kind of market competition means;

11th, promotion is not disguised advertising.

12th, promotion can break the "buying habit", it is to facilitate the first time to buy a good tool;

13th, the purpose of promotion is not to improve product visibility, but to allow customers to accept products;

14th, the promotion of the highest goal is to make itself a purchase for the first reason, the basic goal is to at least become a driver of the purchase factor;

I marked out the core keywords in bold words, such as short range incentive, interest-driven purchase, the pursuit of results, impulse, do not build brands, price benefits, not advertising, not raise awareness, buy the first reason and so on.

And then, plus what I said, sales promotion is the basis of China's electricity business, then we can draw a conclusion.

China's electric dealers are focused on short-term accumulation, the pursuit of results and impulse consumption, not to build free brand and visibility, the transfer of price benefits, to promote the purchase of some of the first cause of the organization. Omitted to say, is simply rough, does not exist also does not need the connotation.

So we can understand the day Cat Mall, or at least a brand with imaginary space, of course, the connotation of the owe. If you add some other mall, only, goods, still, respect, courtesy of the word more so that you do not know who is who, from this point of view, the name of group buying, obviously or advanced a lot.

Read the above truth, you will find an embarrassing fact, no promotion, consumers do not pay, how to do, and then promote a chant. There's no reason to do it? Now it's simpler than the herd crosstalk, no need to commemorate the Pavlov, to create a festival directly, continue to promote.

Promotion is like playing chicken blood, light promotion can not make any money, so we began to raise prices after the discount, and then thoroughly disrupted the price market, so smooth muddy the water, but also the future of the dark. Why is the company becoming more and more hot, because the company is a little bit brand awareness.

A lot of people like to talk about the carving ye, I personally think that a lot of Liv's trick is not to learn, the Internet is really very cattle, but in fact the larger reason, I am afraid, or offline entity store brand effect. If there is no line, I do not think Amoy brand can go far, Amoy brand can only play price war and new product efficiency, cultivate the market as long as there are other entity brands willing to drop down, the destruction is overnight. such as Zara is so up, unfortunately, people are now in the domestic positioning is a big brand.

The biggest pit and the biggest opportunity of China's electric business is here, rather than painstakingly pondering how to promote, may wish to think of their own strategy and brand and physical development and landing, is really a root business. If you say that the big one has not landed, then I can only remind you a question, you think they build logistics is free to play?