Underwear Marketing: How To Store In The Off-Season?

　　從渠道上創造機會

From the perspective of the current sales channels, the department stores, stores and wholesalers are the main products, while the off-season is just the dull period of the mainstream sales channel network. However, many stores will adjust the sales area, many dealers will integrate the brand, and the stability and expansion of the sales channel network is one of the bottlenecks restricting the rapid development of many underwear enterprises.

At present, there are more and more two or three line and regional brands in the sales network of many underwear enterprises in China, and more wholesale and retail businesses still stay in the "traders' era" from the manufacturer's purchase and delivery. In the off-season of sales, I believe that whether brassiere, home, or thermal underwear and underwear in the period of attracting investment, we should strengthen the sales force and opportunity of off-season from the guidance of existing channel network and the innovation of differentiated channel network.

Channel outlets to explore differences: underwear industry sales channels have begun from centralized to decentralized diversification pattern, how to base on conventional shopping malls, monopoly channels and find new sales channels?

The quality of channel outlets is looking for improvement: effective channel outlets will be the foundation for improving sales volume of enterprises, but inefficient and low quality outlets will become a "stumbling block" for the market to do little. In the off-season sales period, effective consolidation and integration of regional networks, selection of suitable outlets and elimination of invalid outlets will lay an effective cushion for market sales in the busy season, and avoid the vicious impact and decline of the peak season on the market, which will help to repair the channel outlets.

Channel network investment intensive learning: at present, many brand clothing enterprises begin to pay more attention to the satisfaction and learning ability of channel distributors, make full use of the order meeting and training exchange of the off-season market to strengthen the operation ability of channel network, but the underwear is more to stay in the stage of recruitment. For some underwear brands with certain network and strength, we should make full use of the off-season market to strengthen training to promote the upgrading of channel network, so that the sales brand can be effectively promoted in the weak season and the peak season.

　　從終端上把握機會

In the off-season market, entering the underwear terminal, we see more often the flower car type and the head up sales promotion, but the consumers who are fully competitive in this market have not had much temptation. They often focus on the comparison of the actual needs and interests. More underwear enterprises and dealers should not be immersed in the traditional pull techniques of the off-season promotion. What we need to do is a more detailed and systematic terminal marketing strategy.

Whether it is off-season or peak season, the key to terminal marketing is the combination of product category, product price system, shopping guide recommendation and promotion activities. The key to sales in the off-season is the combination of product categories and the follow-up of promotional activities. This combination must be an organic combination of color, style, price and promotion. Low price and daily promotion will not necessarily sell well, but also fail to achieve the desired sales effect in the off-season, so we should pay attention to four aspects.

The display of the terminal products should be complete: many people will think that this season must be light colored underwear sales, so the terminal products are also light colored, which often overlooks the needs of other people.

The category of terminal products should be suitable: emphasis should be placed on popularized products and prices of thin and breathable products, such as bra and underpants, and the assistance of this category and other kinds of goods must be well controlled and timely sold, so as to ensure the change of seasons and the risk of capital turnover.

The image of terminal should be coupled with the seasons: more shopping malls and stores are often images, posters and seasonal mismatches, so that people still remain in a former consumption level, and the lack of off-season corresponding time to buy impulse atmosphere to create, the most typical is the terminal's sea newspaper screen and window display, through the effective replacement of color and products, coupled with the announcement of large-scale promotional activities, will be more conducive to the promotion of passenger traffic.

Terminal promotion activities follow up: for off-season market sales, promotion activities of enterprises and distributors must carry out regular sales promotion and large scale promotional activities on the basis of product sales and inventory situation. Regular promotions can effectively enhance terminal paction rates and expenses, and large sales promotion activities will strengthen the main push and inventory products' zeroing and so on. Promotions can be carried out with the help of a large shopping mall's "back season" and self programming.

　　從團隊上提升機會

For some underwear sales enterprises (especially the thermal underwear enterprises), the turnover rate is very high in the off-season. More enterprises are often in the need of cost saving and market pulling. The staff have changed and changed. Many dealers do not? Script src=>