How To Choose The Most Appropriate Promotion Time For Various Clothing Products

How to choose the most appropriate promotion time for various clothing products? This paper analyzes and answers from two aspects.

1、 Promotion opportunity in product life cycle

1. Promotion timing of products during the launch period. new product In the first stage of marketing, the focus of promotion is to promote trial purchase. If there is no appropriate promotion opportunity, it may be difficult for new product sales to cross the threshold of marketing, that is, new product marketing fails. The time of promotion is set to be one month after the launch of the new product, that is, when the distribution rate can reach about 50%.

2. Promotion opportunity of products in the growing period. Not all products can enter the rapid growth period after successful launch, and some products that cannot further grow will stay in stores in large quantities, occupying a large number of resources in stores. This is because enterprises can not grasp the promotion opportunity of this stage well, and turn the consumers' tentative purchase into repeated purchase. At this time, the shop manager's job is to visit and observe customers within a week to see if there is any hesitation in buying, dig out the reasons and pay attention to inquire about competitive product trends, feed back to the headquarters, and make corresponding promotion plans in a timely manner.

3. Promotion opportunity of mature products. According to maturity Strong sales Features: continue to consolidate the existing heavy consumer groups. At the same time, use the additional benefits of promotion to attract random consumption and marginal consumption to make up for the losses caused by the loss of non heavy consumer groups, so as to ensure the stable operation of products on a higher sales platform.

4. Promotion timing of products in recession. In the recession period of products, if the store quickly removes the goods from the shelves, it will not only fail to earn the final marginal profit for the store, but more importantly, a large amount of inventory will be difficult to be effectively digested, resulting in loss of goods backlog. It is suggested to adopt the method of "soft exit" to carry out a round of promotional activities aimed at digesting inventory and recovering marginal profits for products in recession.

2、 Under the seasonal cycle of the product Promotion opportunity

1. Promotion timing of seasonal products. Products with obvious seasonal sales can be divided into low and high seasons. The law of low and high seasons is repeated every year. Sales promotion is repeated every year. In the early stage of the peak season, stores need to carry out some informative promotions on the market to warm up the market. The purpose is to enable goods to flow into the market smoothly, get the early effect of the market, lay the foundation for the arrival of the product peak season, and even achieve the effect of starting the peak season in advance. At the official start of the product peak season, the promotion activities enter into a hand to hand battle, which is a close battle, basically focusing on the direct sales of products. Shops must seize this opportunity to use low price and low gross profit commodities to interfere with the promotion of competitive products and maintain the sales volume of their main products while promoting their main products. After the peak season ends, sales begin to decline. In order to extend the peak season, the store should immediately promote sales, digest inventory as much as possible, recover the profit margin of the year, and ensure a better competitive strength in the next year. With the market entering the off-season, it is necessary for stores to carry out promotional activities at this time, not to sell, but to gain greater support from customers in the coming year.

2. Promotion timing of non seasonal products. For non seasonal products, it is necessary to choose the right time to carry out promotional activities. The promotion opportunity of non seasonal products should be selected based on regular holidays, emergencies and targeted promotion of competitive products, and the focus should also be on product sales.