Dealers: Clever Promotion And Easy Response To Market Competition

With the constant refinement of market channel operation, the importance of franchised stores is obvious, especially in the shoe and clothing industry.

But with the rapid development of franchised stores, the market competition is also fierce. The most significant thing is the means of promotional activities.

Narrow promotion is in the already established regional business circle market, plus the sales of large brands or artificially promoting sales on the existing basis.

But the content of promotional activities is seriously homogenized: it's not a big discount or a gift giving, but it's still worse than once. When you call 20 percent off, I'll call 30 percent off; if you buy 100 to send 60, I'll buy 100 to send 100, etc., and the way of expression is nothing more than putting a poster at the entrance and exit of each store, or putting a poster at the window.

Many people simply think that sales promotion means equal discount and delivery.

So, how should we do promotional activities for shoes and clothing stores?

Our usual promotional techniques are discounts, things to send, and so on, often without effect. Where are the problems?

The author discussed with many business salesmen about this problem. Why should we promote sales?

The answer is: 1, at the same time last year, we also did promotional activities; 2, holidays had to be done promotional activities; 3, inventory sales were too large; 4, the company had a large number of backlogs needed to deal with; 5, the company headquarters unified requirements to do and so on.

The above phenomena show that business executives only do promotions in accordance with their customary patterns, but in fact, they do not understand or understand why they want to do sales promotion. In this case, they know sales promotion and do not know sales promotion, and all kinds of sales promotion methods continue to imitate and use randomly, but do not carry out design promotion activities according to the actual needs of their regional markets, let alone achieve effective targeted results.

A good shoe clothing store promotes sales activities. First of all, it has a clear purpose. Why do you want to promote sales?

Is it for brand building?

Or increase sales?

Or deal with old products?

Or create a reputation.

Different purposes have different manipulations and ways of expression.

　　通常情況下，鞋服行業(yè)促銷活動比較常見的目的有三個：1、品牌塑造；2、開發(fā)、鞏固消費群體；3、處理庫存。　

1, brand building.

Sales promotion activities with brand as the main purpose are usually planned by companies or regions (large areas). Holidays include: May 1, eleven, new year's day, Spring Festival and other major festivals.

Promoting sales in these holidays is conducive to a wider range of target customers' consumption, enhancing brand concern and influence.

For example, during the Spring Festival of 2005, AOKANG launched a series of promotional activities of "red hot AOKANG year", from the big billboards of the airport road to the small road signs, to the logistics vehicles, the shop posters, the X exhibition rack, the new and wide categories, and the terminal selling point atmosphere was skillful, red hot, enthusiastic, and so on. It was full of new and unique images of red sky, which not only attracted everyone's eyeballs, but also won huge returns in the market.

For example, the "Fu Disheng" and "Ren Jing" New Year series promotional activities launched by the red straw hat footwear industry were launched by the whole nation. In addition to the happy arrangement of the shops, a single handbag was enough to complete the article. The big red was matched with the two new image spokesmen. Many consumers saw the bag and planned to buy only one pair, resulting in several pairs, because they gave their friends and family a feeling of happiness.

2, develop and consolidate consumer groups.

In today's fierce market competition, many promotions only focus on sales feedback, and there is no clear consumer group to take targeted measures. Many of them are prone to waste of resources and poor promotional results, that is, output is not welcome.

The promotion of return consumers is also varied. First, the consumers who are clear about the return are mainly: 1, the old customer groups of the brand, 2, the new customer groups to be developed.

Generally speaking, the promotion and consolidation methods of the old customer groups are more common, such as holiday greetings, telephone calls, SMS greetings, VIP cards to enjoy various activities, members to give preferential treatment.

The new customer group to be developed for quasi target positioning is that with the continuous refinement of market segmentation, the quasi customer consumption groups are becoming more and more coloured and the market capacity is expanding. Therefore, more and more attention has been paid to various manufacturers. This is not only a new growth point, but also a new consumer market. At the same time, it also brings new challenges to our sales promotion.

For example, during the 2003 SARS period in 2003, nurses' day in May 12th launched a promotional campaign aimed at the most popular group of nurses in Hangzhou.

Those who hold the nurse's certificate to buy shoes in Kangnai store all hit 25% off. In just two or three days, the sales amount is close to 500 thousand yuan. While obtaining economic benefits, they also get good social benefits.

For example, on Teachers' day and journalist's day, sending gold cards and VIP cards to specific social groups can achieve good results.

3, deal with inventory.

This brand shop is like a double-edged sword.

If we do inventory promotion, we will have a direct impact on brand and so on.

In recent years, there are many ways to deal with brand shoe clothing inventory.

Some in the relatively good outlets and shopping malls in a certain area set up brand discount stores and handle counters, and turn the products which are harder to sell in the market to the brand discount stores and handle the counters.

For example, in particular, sandals are officially listed in mid April of each year. Until May, if the goods are not moving, they should consider pushing them into brand discount stores and handling counters to avoid inventory.

In addition, some low-end brand products use exhibitions and village fairs to deal with inventory. Other manufacturers directly shift their inventory to a lower price at a lower price, which may be a bit of a loss, but save time and effort and save worry.

At present, it is very creative that the Red Dragonfly Group helps the national franchised stores, and constantly carries out the "red dragonshoes Culture Tour" square activities throughout the year. It not only displays the corporate image, but also sets up a brand, which can help sell thousands of pairs of leather shoes every day, and it can be described as two at a stroke.

　　其次是促銷活動主題

Because no matter whether you launch promotional activities for brand, sale or inventory handling, you should emphasize the creativity of sales promotion theme. For example, red dragonfly often holds the "Red Dragonfly shoe culture exhibition". This is not only a specific promotional activity operation, but has been upgraded to a unique trinity mode of publicizing and publicizing public relations of Red Dragonfly Group.

The effect is as follows: once we see the "shoe culture tour", we can think of the Red Dragonfly; once we see the red dragonfly, we think of the shoe culture.

There is a relatively classic idea. The promotional activities carried out by AOKANG group in all stores in Zhejiang province from April 29, 2000 to May 1st are for the celebration of May 1 Labor Day, with RMB numbered "51", which can be turned 1 times the face value in AOKANG stores.

This promotion from April 29th to May 1st, in a short span of 3 days, people queued up to buy, AOKANG shoes sales in the province of Zhejiang amounted to about 18 million yuan, AOKANG stores in Zhejiang province can be said to sell only shelves and salesmen.

At that time, the shoe industry colleagues exclaimed: the holiday business has let AOKANG rush to do it!

　　最后是執(zhí)行

Although implementation is the last step, it is the focus of the whole sales campaign.

If a good sales promotion creative activity is not carried out well, the result will be greatly reduced, and even "accompany the lady and fold the soldier".

In particular, the footwear industry can be said that 30% depends on planning and 70% on execution.

Then, how can we achieve a good sales promotion effect?

According to the characteristics of shoes and clothing stores, the main contents of the following four aspects must be done well: 1, prepare sales promotion materials; 2, terminal sales personnel training; 3, promotion site supervision in place 4, promotion activities evaluation.

Prepare sales promotions.

Because the promotion theme needs a media to convey to the target consumer group, so the preparation of publicity materials includes two steps: making, broadcasting and placing.

1, publicity materials production.

Usually, the types of production are: television, radio, newspapers, newspapers, pictures, soft texts, hue and so on.

For example, the one-sided advertising part needs to emphasize the visual impact, the tone font emphasizes the cool color in summer and the warm color in winter, and so on, while the soft part is whether the TV, publication, radio or poster, Yi Bao Bao, leaflet and so on need to explain the theme of promotional activities, so that the target customers can see it.

2, publicity and placement of publicity materials.

Because there are many types of publicity materials, some of them need to contact the relevant units in advance to do related work. First, sign relevant contracts, such as television, radio, newspaper, banner, etc., to determine the specific implementation time, location, content and so on.

Secondly, poster, Yi Bao Bao, leaflets and other materials need to be distributed and placed before promotional activities.

Retailers such as AOKANG made an annual sales promotion campaign in Ma'anshan, Anhui, in August 8, 2002. They bought 100 to 100, and did enough publicity in local newspapers, TV and neighborhoods.

After the start of the event, sales hit the whole city, the sales atmosphere was rare, and the front was constantly on the alert. The sales volume reached more than 5000 pairs in 6 days.

Terminal sales staff training.

Terminal sales personnel are the image of manufacturers directly facing consumers. Therefore, every time we promote sales activities, we must refine the sales promotion plan, form a unified word, and conduct full staff training for the terminal sales staff, so that everyone can understand the contents of this promotion and uniform.

The training contents of terminal salesmen mainly include three parts: the theme of promotional activities and the corresponding execution contents, placement of POP (posters, banners, single pages, etc.), product packaging and display, gift inspection and so on.

Specific contents such as: 1, POP (poster, banner, single page, etc.) visual information placement, is for the open area, or at the main entrance of the stream of people, so that consumers can clearly see all or most of the important information.

2, keep a close eye on competitors' reactions.

3, check whether the appearance and quality of display products are damaged or defective.

4. Check shops, shelves, windows and so on.

5, check shop hardware such as lamps, televisions, sound, VCD, air conditioning and other facilities are intact.

6, sales promotion theme and corresponding activity content.

7, simple guide service training, product knowledge and matters needing attention.

8. Work assignment and related responsible persons during the activity.

Promotion site supervision in place.

Supervision is whether the distribution of promotional materials on the promotional site is in place, on-site work, adequacy of products and gifts, manpower adequacy, etc., and can be adjusted according to the actual situation, so as to ensure the smooth progress of promotional activities.

Sales promotion evaluation.

The success of promotional activities can be very truthful feedback from the store promotion, is also the most direct response to the product brand influence in the local and the operation of the terminal stores.

Such as: activities have been carried out, but customers seldom enter or enter the door. This shows that the publicity of this event may not be in place, or the popularity and influence of the brand products need to be improved urgently.

If there are many customers in the store, but the actual turnover is very few, it shows that the product structure of the shop is not right, and the product structure needs to be adjusted.

To sum up, a good sales promotion is not a discount, stickers and posters.

What is more important is the investigation and study of the local market environment, consumer habits, competition conditions and the brand impact of the products before the specific promotional activities are carried out. On this basis and on the premise, it is necessary to set up corresponding goals, themes, specific implementation strategies and implementation contents, and so on.

In addition to the impact of the activity itself on the promotion effect, it also has a direct relationship with the brand awareness, product alignment, salesperson service and so on. We also avoid "eyebrows and beards".

Finally, the implementation of the position is a solid and important guarantee for the success of the whole sales campaign.