Home Appliances Mall National Day Promotion Plan

First, the event background:

1. The 19th anniversary of the establishment of xx Electric Co., Ltd., in order to better prove the strength of xx, convey the business philosophy of xx, enhance the corporate brand image, and carry out all-round promotion activities is imperative.

2, direct competitors Wanwan use a lot of funds to fight back; Gome is expected to open in xx before and after the National Day; in the big environment, Gome, Suning, Yongle and other electrical chain predators are swallowing the second and third-tier markets, the home appliance industry is fighting More and more intense.

3. In order to reduce the negative impact caused by the relocation of the green store of xx Electric Co., Ltd., the successful signing of the Boluo store was strongly promoted.

4. The traditional Chinese National Day is a good opportunity for a long holiday, strong spending power, driving commodity consumption and brand promotion.

In summary, we should make full use of the above opportunities, the most reasonable integration of resources, planning and strategic development of a series of long-term promotional activities, to promote economic growth, and achieve a simultaneous increase in brand image and product sales.

Second, the theme and ideas of the event:

1. Event theme

During the National Day, the slogan of the event: integrity, 19, brilliant; public stores Qiqing, courtesy;

During the National Day, the slogan of the event: He Guoqing, Yiyuan appliances broke the whole city and challenged the price limit.

2, the activity ideas: make full use of the two opportunities, through a series of promotional techniques such as preferential bargains, Hao Li delivery, one yuan special machine hot sale, directly let consumers "li", "profit" double income, thereby improving the company's product sales and Show xx brilliant history.

3. Event time: September 24-October 5

Third, the event location:

Xx chain stores

Fourth, the event organization:

General Supervisor: General Responsible Department: Sales Management, Purchasing Department, Branches

The general manager of each branch: the store manager of each branch

V. Activity content and arrangement:

1, the entire site specials

The special products of each branch should be kept above 80%, and the special products are mainly located at

a, large inventory, urgent need to deal with goods

b, other merchants mainly promote goods and public sensitive models

c, our main product

d, the manufacturer stipulates special products.

For specific special products and sales positioning, please refer to the sales positioning table issued by the Commodity Department. The gap between the special price and the original price is required.

2, come and send

The activity is mainly for customers who come to xx electrical chain store during the celebration period. You can give a free bottle of Coke without a purchase. The limit is 1 person, first come first served, while stock lasts. Cola can be purchased by the marketing department or purchased by each branch according to its own needs. Each store is limited to 350. It must be planned and delivered in a controlled manner. After the event is over, it will be settled according to the actual number sent by the marketing department.

3, buy and send

The activity is mainly for customers who shop at the xx electrical chain store during the National Day, with a shopping list, a shopping mall with a value of 1000 yuan to send a value of 20 yuan McDonald's vouchers; a shopping 3,000 yuan to send a value of 30 yuan McDonald's vouchers; shopping over 5,000 yuan to send a value of 50 yuan McDonald's Use coupons; purchase 5,000 yuan to send a value of 100 yuan McDonald's coupons.

The new store in Japan is responsible for the contact coupon, the xx store is responsible for contacting the xx store, and the xx store is responsible for contacting the xx store, which is responsible for 50 pieces from McDonald's or KFC, and the actual number of delivery after the end of each branch event on October 4th. Then settle with the other party.

4, manufacturers gift delivery

The gifts are mainly distributed according to the preferential policies introduced by the manufacturers during the activities of our company and the gifts delivered daily. The requirements are based on the factory gift distribution policy before the event.

And the gifts that existed in our company were distributed and distributed to each branch 2 days before the event. Each branch wrote the poster in advance according to the gift distribution policy formulated by the purchasing department. The poster was posted on the corresponding product one night before the event, and the purchase was also made. According to the gifts, the department will make corresponding allocations according to the gifts before the event.

5, the CEO's signature, the word heavy

During the event, the resources of the manufacturers will be contacted on September 24th, 25th, October 1st, 2nd, 8th, and 5th, respectively. The form of the event will be: signature discount, live quiz, game entertainment, cultural performance. Purchase, courtesy, on-site new machine and main pusher display, gift giving, etc.

6, one yuan ultra low price activities

a. Event time: September 24th - 26th; October 1st - 3rd

b, ultra-low-cost goods list

The total unit price of the price of the goods

1 yuan wind tube 5 sets 20 yuan 100 yuan 95 yuan

1 yuan iron 5 sets 30 yuan 150 yuan 145 yuan

1 yuan telephone 5 sets 30 yuan 150 yuan 145 yuan

1 yuan fan 5 sets 40 yuan 200 yuan 195 yuan

1 yuan microwave oven 1 set 280 yuan 280 yuan 279 yuan

1 yuan dvd 1 set 280 yuan 280 yuan 279 yuan

1 yuan color TV 1 set 600 yuan 600 yuan 599 yuan

A total of 1760 yuan 1737 yuan

3 stores a total of 5280 yuan 5202 yuan

Two days total 10560 yuan 10404 yuan

c. Two types of ultra-low-cost lottery coupons:

The top 150 customers who queue up every day can receive the lottery ticket.

From September 24th to October 3rd, each branch will receive one more than 1,000 yuan per day, and 50 tickets will be sent each day. Each store will send up to 550 copies through shopping on October 3rd.

d. Method: September 24th - 26th; October 1st - 3rd, each branch will send a lottery ticket every day at 9:30 in the morning, line up two columns, one column has obtained the lottery ticket through shopping, one column is no For the number of coupons, the distribution will only be distributed to a column without a lottery ticket. The latter two columns will jointly put the lottery number of the lottery ticket into the box of the corresponding commodity. In advance, only one person can be found. If one person is found, Two or more sheets are only validly calculated according to one sheet, and others are treated as void. Each branch box is produced by each branch artist and writes "xx goods, 1 yuan" and quantity on the box, and the rules are written in the sea newspaper on the spot. On-site person in charge: Before the dispatch, the administrative commissioner is responsible for explaining the microphone for this activity, and there are 4 after-sales service personnel responsible for the order on site, and dispatching personnel: clerks and financial personnel.

e, the artist writes a lottery detail poster before the event

i. On the night before the event started, all the shops posted all the ultra-low special posters in the prominent position at the entrance of the store. Ask for the price, quantity and quantity of the poster to be clearly highlighted, and note in the chapter: Limited quantity, while stocks last. On the night before each event, the branch administrative officers are responsible for arranging the ultra-low-cost shopping site, and pulling the isolation belt, and arranging the artist to write the “queue line”.

j. Before the distribution of the ultra-low-cost shopping vouchers, the person in charge of the scene will explain the ultra-low-price shopping rules through the microphone or loudly. In the process of distributing ultra-low price and lottery, the after-sales center arranges the maintenance master to maintain the order of the scene.

7, shopping catch cash activities

a. Event time: September 24th - 26th; October 1st - 3rd

b. Venue: xx chain stores

c. Activity mode: shopping to catch cash

d, method rules:

During the event, you can participate in cash capture once with the company's purchase receipts of more than 1,000 yuan and above. Fully 5,000 yuan and above to catch twice; shopping over 10,000 yuan can be caught three times, up to three times.

The cash receipts are valid on the same day, and the documents of the cash-strapped customers are marked by the person in charge of the arrests as “the award has been won, this order is invalid”.

After the customer has caught the coins, they can collect the cash directly in the redemption area and register them.

e. The artist writes the prize-winning posters and product displays before the event.

e. The Purchasing Department will make uniform adjustments and arrange the specific time, content and specific manufacturers according to the manufacturer's response.

f, master of ceremonies, cultural programs, interactive games, gifts on the spot must be reviewed by the marketing department in advance, try to be the best and most influential.

9, rest assured that the service is all-round experience

a. Purpose of the event: The purpose is to enhance the service image of our company in the hearts of consumers. This event has been improved from pre-sale, sale or after-sales, and all aspects have been improved. The prices are basically the same. It is difficult to win from absolute competition in only three aspects. The improvement in service is currently followed by various merchants, but there are few outstanding services. The company is here. The launch of the time is also a winning measure to increase the added value of consumer shopping.

b. Event time: September 24th - October 5th

c, activity theme: xx electrical assured service full-scale experience;

d, activity content:, pre-sales service experience;, in-sale service experience; and after-sales service experience.

e, detailed activities and points:

a. Pre-sales service: mainly refers to free pick-up and drop-off consumers. Currently, free pick-up and drop-off in the home appliance retail industry has not been seen in xx. It has been implemented in the supermarket industry. The launch of this business is mainly based on: creating the first xx, creating public opinion effect. , to enhance the influence of xx from the side; the cost is not very large; prominent x