How To Increase Sales In Off Season

Many enterprises Product sales volume In the off-season, sales fell sharply. This is not because the sales of enterprises are not going out. Rather, many enterprises are in the low season of sales. The target customers no longer buy the products of enterprises. No matter how hard they try, the sales volume of products is also little improved. Therefore, sales activities have not been done, market development has been reduced, customer visits have been suspended, and business strategies have tended to be rigid in the off-season.

The results of these activities directly led to lower and lower sales performance, but the enterprise attributed it to the coming of the off-season sales. As a result, the sales staff did not work hard in the next off-season, so the enterprises fell into a vicious circle of declining sales in the off-season.

If companies can sell their products in a slack season, they can not only improve their sales, but also improve their sales. enterprise The sales performance and product popularity can also lay a solid foundation for the upcoming sales season and seize the opportunity in the future competition. To this end, we must clearly understand the needs of the off-season market, seize the demand, strive to create sales, improve sales performance, and thoroughly change the off-season marketing idea.

Clear understanding of off-season demand is the key.

In the low sales season, if we want to work out a targeted sales strategy, we must first find the consumer's demand for products, then seize the demand, then create demand, guide consumption, and improve sales performance.

The low per capita income in China determines that most consumers in China are sensitive to the price of commodities. Because of the imbalance between supply and demand, the prices of commodities in low season determine their low price, high prices in relatively high season, and more and more consumers are interested in buying in season, so that they can get tangible benefits. For example, last year, many of the big shopping malls in the mainland appeared the hot selling phenomenon of down coats, that is, the price was the dominant factor. Many famous brand down clothing sales in summer exceeded the winter. Analysis of its causes, in the winter price of 400 yuan down clothing, in the summer only 100 yuan, the huge price contrast directly stimulated the purchase of consumers, for consumers, off-season purchase get more benefits.

There are many products for sale. Low Season It is only due to people's consumption concept. Such as cold drinks, candy, beer and other consumer goods, people's demand for these products is not too strong in a certain period, resulting in the sales slack season. But consumption concept is only a kind of view in the minds of consumers. It will change with the change of consumers' thoughts, the understanding of products and the change of consumption environment. Therefore, the consumption concept of consumers can be changed. For example, beer sells well in the summer, and when it turns cold, it turns into the off-season. People do not think it is proper to drink beer in winter, but in some hot pot shops, barbecue shops and bars, they are still selling well. It's unthinkable to have cold drinks before winter, but now people in some chafing dish shops and barbecues are eating ice cream (though they are free) after meals, which has changed the consumer's concept of consumption. The change of consumption concept has made this part of the consumer an important target group in the off-season sales.

China has vast territory and distinct seasons. Seasonal changes lead to climate change, and also cause the peak season of many products. For example, the clothing industry has a strong response to climate. The rise or fall of temperature affects the sales of clothing, and people demand less products for the season. But how to accurately predict the change of temperature and judge the seasonal demand of consumers will greatly affect the sales performance in the off-season. Similarly, due to geographical reasons, the rainy umbrellas in the northwest of the arid and rainy areas will flourishing in the south of the Yangtze River. There will be no market for pesticides such as pesticides in the north after September, but in the south, they will sell well in the four seasons. Winter snowflakes are floating in the north of Harbin, but Hainan is as warm as spring. Different geographical locations create different consumer needs. The off-season here is the peak season.

Some enterprises, for strategic reasons, choose to buy some products in the off-season for stock. In doing so, they can reduce costs and save costs, so that enterprises occupy the cost advantage in the competition when the peak season comes. At the same time, it can ensure inventory, shorten the product cycle period and maintain the relationship with suppliers.

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Changing ideas, innovating products, strengthening management to improve performance

After analyzing the consumer demand in the off-season, we can see that consumers still have the demand for products (including deformed products) in the off-season, and only when they find the demand, can they catch the demand, innovate products cater to the needs, strengthen management, expand demand, and finally achieve sales growth in the off-season.

1. strengthen communication and communication with customers (distributors), and timely transfer business risks.

When the business season is over and the off-season is coming, we must pay attention to the communication with the customers, make early sales settlement and follow up sales service for the old customers, timely settle the customers' rebates or bonuses, avoid customers' doubts about the enterprises, and do well in the follow-up service. The demand for the off-season customers is less than that in the busy season. Through the communication and communication with distributors and the use of promotional tools, we can attract them to stock up. For dealers, funds are generally the bottleneck of their development. Enterprises communicate with each other to publicize the price advantage of stocking in the off-season, and encourage them to make positive preparations through various incentives and promotion policies.

2. promotion, guide consumption

The off-season products can be changed by guiding consumers' needs because of the consumption concept. It is mainly through advertising to guide demand. Under the premise of choosing a certain budget level, the best combination of the target group's reach, frequency and the cost-effectiveness of the impact is selected. We should make full use of the media such as television, radio, newspapers, magazines and outdoor advertisements to publicize the characteristics of products and eliminate the consumption concept that consumers have formed. For example, beverages sell well in the summer and sell low in winter. But Lulu, aiming at the light and busy season, disseminate "ice dew dew in summer" and "hot dew dew in winter" through advertisements, and guides consumers through different functional appeals, publicizing the idea of "cold drinks to relieve heat and hot drinks to go cold". After a series of advertising campaigns, it changes people's habit of drinking less beverages in winter, and greatly improves the sales performance of products in the off-season. In addition, the price advantage of off-season is also an important factor to attract many consumers and distributors. Discount, gifts, coupons, prizes and special offers can attract price sensitive consumers. For distributors, sales meetings, promotional discounts, advertising discount or compensation and rebate can be held to encourage dealers to improve sales in off-season.

3. adjust the market

When the consumption demand in the regional market can not reach a certain limit, the expansion of the market scope will increase consumer demand, and in the off-season, it will be more conducive for enterprises to make strategic adjustments.

Enterprises choose to develop new markets in the off-season, mainly because most of the competitive brands in the off-season are in the dormant period of publicity, the management of the market is weakened, and the investment in advertising is also reduced. When choosing to enter the market, the interference information in the market is less, which helps enterprises to occupy the channel and brand image, and the expansion of the market will promote sales performance. A mass consumer goods manufacturing enterprise, the product is light and busy season, is mainly the enterprise pays attention to the development of urban market and the development of wholesalers single channel, resulting in sales volume fluctuate. Later, enterprises changed their strategies, developed new sales and marketing channels in the off-season, vigorously developed suburban markets, and sold stores and retail terminals. Finally, enterprises achieved no sales in the off-season, and sales increased year after year.

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Pay attention to the timely transfer of market focus.

The peak season of products varies from time to time in different regions. Some products began to enter the peak season in the South during the off-season in the south, while they entered the peak season in the international market during the off-season in the country; during the low season in the urban market, there was a busy season in the farm market; when shops and retail entered the off-season, they entered the busy season at other stations such as train stations and tourist attractions. For example, an enterprise that produces advanced thermal mattress, its products are busy in the domestic market in winter and summer in the off-season. Every year is half a year's busy schedule, half a year's leisure. After market research, it is found that the international market is the opposite. Summer is the peak season, because foreign customers purchase stock mainly in summer. So the company changed its "off-season marketing idea", vigorously developed the international market, and fought in two domestic and international markets at the same time. Finally, it realized year-round sales without off-season, doubled sales and increased economic efficiency. Therefore, in the face of different market conditions, the key to our enterprises is to accurately grasp the market demand and timely shift the focus of the market.

Innovation, looking for new profit growth point

One of the main reasons for the slack season is that products can not meet the actual needs of consumers, so increasing the function of products can meet the needs of consumers. It is too hot to wear a suit in summer, but sometimes it must be worn. In view of this situation, the cool birds suit has emerged as the times require. It meets the demand of summer wear both in western style clothes and not too hot, and the sales increase in the off-season has brought new profit growth points to enterprises.

The widening of the product line can also meet the needs of consumers. We should expand the product line width to meet consumer demand and fill the off-season sales according to the different consumption demand. A liquor making enterprise attaches great importance to new product development and product structure adjustment. In recent years, the enterprise has gone deep into the market. After careful investigation and market forecast, it has developed medium and high alcohol liquor for the northern rural market, low alcohol liquor for South market, medium grade liquor for small and medium-sized cities, and high-end liquor for large and medium-sized cities. At the same time, we have developed a series of beverages suitable for summer consumption. The whole enterprise has been busy with production and sales throughout the year.

The peak season of enterprise sales is objective, and the key is how we look at it. We have to change the concept of off-season marketing. Haier's Zhang Ruimin once said, "there is no market for off-season, only the idea of off-season." If an enterprise wants to improve its sales performance in the off-season, it must change its management concept and set up the idea of "sales without off-season". In the face of alternate seasons like seasonal rotation, only with a positive mindset to guide consumption and create consumption, can it get out of the slack season and improve sales performance.