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如何应对庭院铝艺大门日趋白热化的价格战

2018-06-09 10:04:33 常州市星火铝艺制品有限公司 阅读

当前随着铝艺庭院常州铝艺大门行业竞争日趋白热化,促销已经成为铝艺庭院门市场竞争的常态手段。无论未来的局势如何演变,唯有企业与消费者同心协力,才能真正推动铝艺庭院门行业的健康发展。

随着各种节假日的接踵而至,“砍价比价”已经成为消费者中的风潮,“砍价三部曲”、“砍价全攻略”等成为中国消费市场中最具形象的消费标签,如果说“高标低折”是产品市场的行业惯例的话,那么“爱砍价、爱比价”则成为消费群体中的中国式特色消费现象。

铝艺庭院门行业进入一个恶性循环

受中国式消费模式,比价+砍=成交模式的影响,企业之间的“价格战”也打得愈发火热,各类铝艺庭院门产品的价格愈压愈低,在各类促销活动面前,企业面对炒得火热的市场都只是表面风光,没有节制的价格战已经让整个铝艺庭院门行业进入一个恶性循环。

无下限地进行压价竞争,除了有实力的大企业之外,大部分企业几乎都濒临了“山穷水尽”的地步。另外,从另一个角度而言,铝艺庭院门企业近几年频受国际市场“双反”的困扰,导致很多原来主攻欧盟市场的企业,纷纷转往内销市场,使得业内价格战也就难以避免,从而也将长期依靠代工或无技术研发、靠产品抄袭、靠低价竞争的厂家卷入其中,使得价格战的混战军团越来越大。

消费者对待卖场打折需理性

以前折扣低的令人跌眼球,这方2折起,那方亏本售卖,消费者根本不知如何选择。相对以前硝烟弥漫的“价格战”,现在的折扣营销更为理性。业内人士表示,从近两年的市场营销活动可以看出,除了新店开业、回笼资金等特殊目的,大品牌很少进行大规模折扣活动,打折促销对于消费者来说“可遇不可求”。

折扣如果过于频繁、产品过于低价,反而对品牌形象有损,搅乱了市场定价的规则,对于消费者来说,也不能正确判断产品的真正价值,因此,大品牌对于打折策略是非常谨慎的。

“价格战”成为当下铝艺庭院门钣金加工行业竞争的主战场,不仅是企业恶性竞争的结果,同时,在这场没有硝烟的暗战背后却又潜伏着巨大的“鬼祟心理”——中国式消费现象。铝艺庭院门企业为满足消费者砍价、比价的心理需求,不断调整产品的“虚实价格”,使得这场战争局势的演变显得更加变化莫测。无论未来的局势如何演变,唯有企业与消费者同心协力,才能真正推动铝艺庭院门行业的健康发展。

At present, with the increasingly fierce competition in the aluminum art courtyard industry, sales promotion has become a normal means for the market competition of aluminum art courtyard door. No matter how the future situation evolves, only enterprises and consumers can work together to truly promote the healthy development of aluminum art courtyard industry.

As various holidays come on, "price reduction" has become a trend among consumers. "Price cutting Trilogy", "price cutting" and so on become the most vivid consumer labels in China's consumer market. If "high standard and low discount" is the industry practice of the product market, "love price and love price" It has become a Chinese characteristic consumption phenomenon in consumer groups.

Aluminum courtyard door industry enters a vicious circle

Under the influence of Chinese consumption pattern, price and chop = transaction mode, the "price war" between enterprises is becoming more and more hot, the lower the price of all kinds of aluminum courtyard door products, in front of all kinds of promotional activities, the enterprises facing the hot market are just the surface scenery, the unrestrained price war has made the whole aluminum art The courtyard door industry has entered a vicious circle.

There is no limit to compete in price reduction. Apart from powerful enterprises, most enterprises are on the verge of "going to the end". In addition, from another point of view, the aluminum courtyard door enterprises have been disturbed by the international market in recent years, which led to many enterprises which originally attacked the European market, and turned to the domestic market, making it difficult to avoid the price war in the industry.  Manufacturers of low price competition are involved, making the price war's scrimmage Legion bigger and bigger.

Consumer discounts need reason

In the past, when the discount rate was low, the seller would sell at a loss, and consumers would not know how to choose the 2 discount. Compared with the "price war" before, the discount marketing is more rational now. People in the industry say, from the marketing activities of the last two years, we can see that, in addition to the special purpose of opening new stores and returning money to the cage, big brands rarely carry out large-scale discounts, and discount promotions "can not be sought" for consumers.

If the discount is too frequent and the product is too low, the brand image is damaged and the market pricing rules are disturbed. For the consumers, the real value of the product can not be judged correctly. Therefore, the big brand is very cautious about the discount strategy.

"Price war" has become the main field of competition in the aluminum courtyard door processing industry. It is not only the result of the vicious competition of the enterprises, but also the huge "sneaky psychology" - Chinese consumption phenomenon behind the dark war without smoke. In order to meet the psychological needs of consumer price and price, aluminum garden gate enterprises constantly adjust the "false and real price" of the products, making the evolution of the war situation more changeable. No matter how the future situation evolves, only enterprises and consumers can work together to truly promote the healthy development of aluminum art courtyard industry.


标签:   钣金加工 铝艺大门 常州铝艺大门