How To Deal With Sales Promotion For Off-Season Clothing Dealers?

If clothing distributors want to improve their performance in the off-season, first of all, they must change their business philosophy and establish a sense of "sales without off-season".

In fact, the sales of many shopkeepers in this so-called slack season have fallen sharply, not because there is no market for clothes, but because of the idea of off-season. In the off-season, some shopkeepers do not want to do sales, but wait or complain, but there are shopkeepers in a low season when a 30 square meter shop can do more than 60 thousand a month.

How to do sales promotion in off-season?

When it comes to off-season promotion, most shopkeepers are accustomed to using discounts, sales and so on. These are certainly effective, but families do so. Are there any new ideas for your discounts? There are also discounts, and the discount of active discount and passive discount. The discount effect is quite different.

Ding Yanni runs boutique women's clothing store in an office near Shuang an shopping mall. The number of women's clothing stores on this floor is numerous, and the low traffic volume is their fatal point. Recently, many shops in this building have been closed or renovated. By the end of June, Ding Yanni's "old customer special store" promotion campaign made the quiet floors lively.

"The effect of giving back to old customers and making new customers jealous is beyond my expectation." Ding Yanni said, "the price of promotional products is very low, it is a real feedback, so although the profit of promotional products is lower than before, but it has led to the sale of other commodities, on average, it is still profitable."

In addition, Ding Yanni also has a shop on the Internet. "Although there is not much time to spend on the Internet, it is also a propaganda channel. Many customers see our shop online, and they come directly after they know the address of the physical store."

"Buy gift" is also a common sales promotion method. Many shopkeepers have done it. The practice is different, and the result is different. Ding Yanni said: "the key is what your gift is, someone sends socks, someone sends a mobile phone rope, and sends it better than not. But let's think about it. Socks are thrown away several times, and the mobile phone rope is useless if it is not used. Can you deliver something that is commonly used by customers? For example, small handbags, exquisite make-up mirrors, small earrings, these people are often placed around the small objects. Customers will think of your store when they use them. Is the effect the same? Of course, these gifts are not for you to lose money to give, and the truth that wool comes out on sheep is understood by everyone. It is only a reminder that you will get the job if you want to do it.

In addition to the annual sales promotion activities in department stores, many clothing stores also hold activities independently. The discount and gifts can give back to the old customers on the one hand, and consolidate the relationship. On the other hand, they can also recruit new members.

In the off-season, sales are more important.

To open a clothing store, we must know the reason for "taking advantage of the peak season and taking advantage of the off-season". This should be the core idea of clothing store's off-season marketing. To obtain profits is to win the largest sales volume; to take advantage of the situation is to get the commanding heights and strive for long-term strategic advantages.

At the same time, clothing industry clothing shop demand in the off-season is not strong, clothing store marketing should emphasize more on competition oriented, and put more energy on the concerns and analysis of competitors. Comparatively speaking, in the peak season, we should emphasize demand orientation and conform to the needs of consumers, which is more realistic for "taking profits".

Zhu Wenxin, chief consultant of China Research International, said: "rush to increase in the rush season and reduce volume in the off-season" is the fundamental strategy for clothing stores to increase sales in the off-season, which is more plundering than rivals' stronger promotions, wider publicity and lower prices. However, it should be pointed out that the absolute amount of clothing shops in the off-season is limited, so the input forces must be moderate and the degree of Rob must be moderate. Moreover, the sales of clothing stores in the off-season are also important.

In addition to the most basic off-season coping strategies, there are other ways to improve sales volume, first of all, to adjust business hours. Mr. Chen, the owner of a shoe store in the two phase of the 8 phase of the 100 world trade mall, said that he did not have a long time to shop in 100 glory. The customer resources were accumulating. The weather was very hot recently, and the business was still good when the door opened more than 8 o'clock in the morning. His other shop was in a nearby residential area. He could freely control the business hours. Now he opened the door at 8 a.m. and closed the door at about 10 o'clock in the evening.

"The weather is hot, there are more people coming out in the evening, and the business is good in the evenings. Sometimes the day's turnover is done in the evenings." Mr. Chen said that if the hot weather continues, he will consider changing the business hours of the shops in the district to five p.m. to nine p.m., and specialize in the "night market" business.

Secondly, clothing stores timely introduce some new products in the off-season, and they can also effectively cut opponents' market share. From the perspective of taking the potential, this will strengthen the position of the clothing brand in the consumer's mind. For clothing dealers with limited marketing budget, Limited advertising and proper launch of new products can achieve good influence. "Customers have come several times. If your shop is invariable, there is no new product, they will give up this shop later." Mr. Chen said.

In addition, there are some clothing stores in line with the principle of "direct input and output", which greatly reduces the cost of clothing stores in the off-season. Mr. Chen believes that doing so will only make the sales pressure even greater, and the clothing store's off-season is even lighter. Moderate improvement of display mode, reduction of unit price and profit, even sticker delivery, and moderate sales promotion in the off-season, especially the formation of strong promotional pressure on competitors, can often achieve twice the result with half the effort.

The consensus of most marketing experts is that investing limited funds in the off-season is a sensible marketing method to stimulate sales promotion activities.

Zhu Wenxin stressed that the promotion of clothing stores in the off-season should not be unduly dependent on simple price cuts. In order to reduce inventory pressure and increase cash flow, a large discount will destroy the brand image and affect subsequent sales. The alternative strategy is to consider increasing the added value of products and adding some services, so that while increasing short-term sales volume, it will not cause too much negative impact on consumers who have purchased products.

Strengthening and developing other channels

During the off-season of clothing sales, the main channel of the usual peak season will shrink significantly, but some other sales channels begin to show its value. Many department stores have begun to implement the overall sales promotion measures in the off-season. For the agents who are stationed in shopping malls, if they cooperate with the activities of the shopping malls and do not need to sharpen their heads and think of promotion methods, the shopping mall should be strengthened. On the other hand, according to the characteristics of the brand, clothing distributors should also develop new channels to adapt to the off-season sales of products. For example, some clothing dealers focus on developing urban regional markets during the peak season, and strengthen monopoly channels. In the off-season, they focus on the rural market and institutional clients. Some shopkeepers learned to take the initiative and wait for customers to enter the community. Driving a car to the doorway of a supermarket with large traffic volume or placing a lot of stalls in a large number of targeted customers can play a role in improving sales volume in the off-season. Another channel is the network, and more and more clothing dealers are hindered by traditional channel sales, and gradually realize the advantages of the network.

Dealers dictate Ding Yanni: how to increase sales in off-season

Many shopkeepers say that business is not good in the off-season. My experience is not rich, but how to say it is a little experience accumulated by myself. It is to let the novice of the shop take some detours.

Let's talk about the service first. Some shopkeepers put their computers in the store. They were playing with computers all the time. When the guests came, they took a casual look at them, even if they had greeted the guests, then continued playing with the computer, or talking to the guests on the side of the computer. This will make the guests feel that you are very busy and have no time to greet her, causing the guests to have a casual look, then flick their sleeves and walk out of your shop door. As far as I am concerned, even if there is something to do on the Internet, if it is not urgent, we can slowly and slowly greet the guests in the shop first. Although many guests will say that you are busy with your business, I will take a look at it, but if you really keep busy with your own business and ignore her, the transaction will be further away from you.

In addition, although the guests should be enthusiastic, but do not be too enthusiastic to make guests feel disgusted, you can find some topics to chat with guests, or praise her wearing taste and so on. Anyway, try to talk with her more, and let her feel that while she is wandering while others are chatting with her, she will naturally spend more time in your shop. When chatting, she will appropriately introduce some suitable clothes and trousers for her, and try her best to try it on, as long as the effect is good and the price is almost the same, so it is not far from the transaction, so the turnover rate can be greatly improved.

The second is the problem of goods in the off-season. Generally it is hot at this time of the year, but it should be installed in autumn after a period of time. If the guests wear your suspenders to your store, even if your style of autumn clothes is beautiful, it will also make people feel hot, so that people do not have the desire to try on clothes, and the business will be lost. Strong goods, such as accessories and bags, and so on, can be worn all the year round, whether they are trousers, trousers and shorts. They can be worn at all times. When guests enter your shop, guests can't wear long sleeves because they are too hot. You can introduce some accessories, bags and jeans to them, like jeans, which can be explained to guests. They can be worn at any time. They are not seasonal. They spend money once a year. They can be worn all the year round. They are very practical, try to make guests try it on, and try to make them as much as possible in fashion models. Like jackets, they are relatively seasonal and are easy to be controlled by the seasons. Generally, at this time, it is suggested that they can be seasonally less.

Besides, the problem of declining consumption of customers. Now, affected by the financial turmoil, the market is becoming more and more depressed. The money in the pocket of the guest is less. But seeing the style that you like, there is still the desire to buy, but the price can not bear the problem, so it is also necessary to find the goods with high cost performance to cater for the customers' consumption. If you want to bring down the price of goods, of course, it is not for you to go to the agent or manufacturer to haggle over the price. Each level of the channel has its own profit ratio. You can only bargain for others' white eyes and ignore the price. Behind the end of the shipment, the wholesale price of the wholesaler at the end of the shipment is much worse than the original price. Some of them are ten yuan, and a dozen or twenty pieces are available. If you take dozens or one hundred pieces, the total amount will be several hundred yuan to more than 1000 yuan, so the source of goods is also a problem. It depends on how you find it. You can find a good supply of goods to you. The money you save on the purchase is pure earned. If the price of the goods is much lower than that of the local wholesale market, your shop can run up the quantity, it can be a little bit higher than the wholesale price, so it will be good. Like the same goods, some of them arrive.