Home Appliance Store National Day Promotions Officially Launched Today

Every year during the “11th” Golden Week, chain stores will “have enough ammunition” to detonate market conditions through vigorous promotion. For this year's "11" Golden Week, manufacturers attach great importance. On the one hand, due to market pressure, the market demand in the first half of the year is not strong, so both the stores and the manufacturers are expected to increase in the second half of the year, especially the National Day Golden Week. On the other hand, it is a policy factor. The trade-in rebate policy will be cancelled before the end of the year. The store expects that many consumers will catch up with the “new train” and consumer potential is expected to be released.

Promotional warfare started in the past, chain stores always start on September 30 around the National Day promotions. This year, the promotional war “goes on” the date is greatly advanced. The reporter learned from Shanghai Suning and Shanghai Gome that both stores had started the National Day promotion one week in advance.

Shanghai Suning fully launched the “11” promotion strategy from September 22nd. In order to prepare for the National Day Golden Week this year, Suning has done a good job. Suning's total purchases totaled 35 billion yuan, including a total of 3 billion yuan in stockpiles in the Shanghai region, mainly consumer electronics. Shanghai Gome also advanced the launch of the National Day Golden Week to the 23rd of this month, holding multiple promotions.

“Supply of affordable housing appliances purchase subsidies” is an important measure for Shanghai Suning National Day Promotion this year. Residents who have successfully applied for fitness housing in this Municipality can enjoy a comprehensive subsidy of up to 10% of home appliances at Suning Appliance. According to reports, the target of this subsidy is the affordable home buyer approved by the government and can enjoy the subsidy if he holds a "recognition letter for housing selection." According to Tao Jinghai, general manager of Shanghai Suning, the first batch of start-up funds for home appliance purchase assistance in affordable housing is 10 million yuan, and the number of beneficiaries can reach 1-1.5 million. Suning will invest additional funds depending on the development of the activities and the promotion of the government's affordable housing projects. “Generally speaking, the preferential rate during the National Day period is around 15%, plus the national trade-in subsidies and Suning’s home-appropriate purchase subsidies for home appliances. The cumulative maximum discount rate can reach 35%,” said Tao Jinghai, general manager of Shanghai Suning.

During the National Day, the two stores attracted popularity by opening new stores. In recent days, Shanghai Suning will open 4 stores, while Shanghai Gome will open the first store of Gome Asia Pacific on the first day of National Day Promotion, and the preferential rate will exceed 35% when it opens.

“Squeeze and Squeeze” stimulated consumer enthusiasm. In a shopping festival held in early September, relevant persons from the Shanghai Municipal Committee of Commerce stated that the growth rate of Shanghai's consumer goods retail market slowed in the first half of this year, with a growth rate of only 12%, and an increase in July and August. Speed ​​is not ideal. This dilemma also appears in the home appliance market. In the first half of the year, the home appliance market was affected by macro factors such as home purchase restrictions and rising CPI, and consumers’ willingness to purchase was suppressed.

"The market in the first half of this year was not very good, and the demand for many important categories of products was negative, so we were very particular about this shopping festival," said the relevant person in charge of Sony Shanghai. The manufacturers all hope to make up for the poor performance in the first half of the year through the drive of sales performance in the second half of the year. Therefore, they attach great importance to the National Day Golden Week this year. During the "11" period, dozens of new products will be listed on Suning. Gome said that each home appliance manufacturer has put more than 60% of its special resources, annual new products and best-selling quality resources into Gome. From this we can see that the manufacturers are heavy on the golden cycle of the National Day this year.

The consumption enthusiasm in the first half of the year was “suppressed”. With the impact of the cancellation of the old-for-new subsidies policy before the end of the year, the consumption enthusiasm in the second half of the year is expected to be stimulated. Shanghai Suning's general manager Tao Jinghai expressed optimism that market expectations for the second half of the year will be met. By the end of this year, the home appliance trade-in policy will be terminated in some regions. The “11” and two major subsidy policies will erupt into the last wave. Policy sales boom. The real estate sector also has good news. The Ministry of Housing and Urban-Rural Development requires that the annual plan for affordable housing projects be completed by the end of November this year, and that 4 million sets of completed projects will be secured during the year. The large-scale protection of housing will bring huge market opportunities to the home appliance market. China Yikang expects that the scale of the domestic appliance market in 2011 will reach around 1.2 trillion yuan, and the growth rate will exceed 10%.

Linked stores “right-to-left” online products are cheaper. Suning and Gome not only have offline stores, but they also have their own online stores: Suning and Gome. The National Day is approaching, and the stores have their own troubles. They are facing the dilemma of fighting each other. Stores and online stores compete against each other. From the perspective of the reporter's investigation, the price of online products is relatively cheap, but the spread is not large.

Nokia 5230 offer in two online malls in about 1150 yuan, and Suning Park in Suning, this machine is priced at around 1280 yuan, in the Gome Zhongshan Park shop, the price is 1299 yuan. Sony KDL-40CX520 TV, the offer in the Gome Online Mall is 4,000 yuan, while in the Gome Zhongshan Park store, sales staff told reporters that now can be sold according to the National Day event price 4,200 yuan, "but a few days to develop the ticket." Gree's 1.5-pound heating and cooling hook, Suning Tesco offer is 3702 yuan, can enjoy 10% of the trade-in subsidies, and in the store, the price is 3998 yuan, but the sales staff said that during the National Day promotion to participate in the trade-in, you can 3252 Yuan sold.