How To Get The Effect Of &Nbsp; 1+1 > 2

As a big country of garment manufacturing, overcapacity and extremely abundant products are no longer normal.

The promotion schemes of various enterprises have been constantly updated and consumers have arrived at what they do not know what to buy; the brand has been flying everywhere, what has been advertising and what is the brand, which is the real stage of brand awareness.

Brand loyalty is challenged and consumers become free and dispersed.

From the competition of products to the competition of brands and the competition at the terminal level, the pressure of the whole industrial chain finally concentrates on the terminal, which shows the competition of stores.

Terminal force, a company, shop

At present, the popular buy one get one promotion plan is exhausting the promotion effort, almost exhausted all the profit resources, and the profit space touches the ceiling.

How to make the sales promotion plan of "buy one get one" out of the effect of 1+1 > 2 is our common concern today.

One buy one get one promotion plan has reached the sales promotion limit.

Due to the fierce competition, the pressure of enterprises eager to cash reallocation is directly pferred to the terminal. The amount of sales of each franchisee directly affects the turnover of enterprise funds.

The level of sales promotion has become the symbol of measuring the level of marketing. The marketing manager at all levels has become an all right promotion manager. Frequent low price promotion leads to brand pition overdraft, and the diversification of products makes loyal customers more disloyal.

The store is forced to use all kinds of promotional means. You sing me on the field, the price of the jump, the price of blood, and the price of ice.

The sales link can not increase the value by innovation.

The only way to create value is to cut prices and find a cheap way to sell.

Take the A brand sportswear as an example, we will analyze the gradual increase process of promotion efforts.

A sportswear company's main fashion sport brand has joined nearly 1000 stores throughout the country, and has been joined by the two tier cities and counties.

Provincial and municipal TV stations often broadcast advertisements, and even large national sports competitions can see their sponsorship.

It has a certain influence in the fashion sportswear industry.

This summer, a new T-shirt is listed. The initial retail price of the store is 176 yuan / piece. After two weeks, the price is still 176 yuan / piece. The customer can enjoy the promotion policy. In order to return the same number of coupons, the shopping voucher can only purchase the stock of cotton clothes on the spot, and can not be used for the purchase of summer clothing; in a few weeks, the promotion policy will be changed to buy one gift one.

That is, it costs 176 yuan to buy two T-shirts of the same style, with an average price of 88 yuan per piece.

Such a big promotion plan that buys one to one does not bring much sales, and consumers do not need to think carefully. It is clear to the discerning eye that the original purchase of a commodity can now buy two pieces, and the purchase price of the store will certainly not exceed half of the retail price.

Diving prices degrade the brand rapidly, and some loyal consumers feel cheated, some of which change instantly.

The implementation of this buy one get one promotion plan for stores is actually only a small profit.

The sales promotion has come to an end.

Sales are still sluggish, whether upstream enterprises or downstream terminals, the entire industry chain is in a predicament.

Two rational thinking of promotion plan

We say that the solution to the difficulties of the chain is not on the surface of the problem, but in the formation of the internal problem.

The common sense of system theory tells us that positive thinking can only find the general law of things, and reverse thinking can find the essential law of things.

If the promotion plan of buying one gift and one store is understood as a positive thinking, then consumers' understanding of the promotion plan of buying one get one is reverse thinking.

As mentioned before, commodities are very rich, and sales promotion is constantly refurbishing, consumers can not choose, or simply do not choose, not just unnecessary, but worried about buying mistakes.

Like the above, the promotion policy of "buy one get one" is in essence a thorough price reduction. A substantial reduction in price gives the former buyer a reason to regret, and gives the unpurchasers a reason to insist on not buying.

A large number of goods are stacked in the channel, resulting in enterprises unable to continue operation, cash flow tight, unable to invest in the maintenance of brands, and unable to buy back terminal goods, allowing the terminal to continue unrestrained promotion.

The low price promotion without a chapter has seriously interfered with the maintenance of brand image.

I think the goal of promotion is to promote sales, though it can increase sales volume in the short term, but more importantly, it can increase repeat purchase, enhance loyalty and create cognition.

The significance of promotion is to promote normal sales and make sales promotion unnecessary.

Making consumer purchase a natural act.

At present, the confusion of sales promotion is because consumers do not want to buy. There are two ways to crack. First, consumers are willing to buy, they must give consumers a reason to buy, that is, to increase the value of products; second, to make consumers willing to buy, is to give consumers a reason not to regret.

For the first, it can be understood.

The reason for consumers to buy is not just the sale of products - the global brand network - point, that is, the purchase point of consumers. At the same time, the style, texture, color and workmanship of products can become the selling point of products.

But all of these are not enough to cover the value of the product, clothing is a typical external value commodity, its own conspicuous is the fundamental of the product.

Flaunting things is not cheap, that is, cheap means nothing good, only value for money, when it comes to value and worthless, that is the feeling, is the environment, the cognition of public opinion.

For the second, it is very simple, so that consumers do not regret after buying, that is, do not sell at low prices.

Not today for 176 yuan, tomorrow for 88 yuan.

On the contrary, the more expensive it is, the less regretful it is for the consumers who buy it, but the regret that the consumers will not buy it in time.

Three pairs of new buy one get one promotion plan

We still start from the consumer's cognition, no matter how much the brand depreciates, for the apparel industry, it has long been separated from the low-level demand stage of clothing and cover up.

This is the phenomenon of spokesmen in the field of clothing, and throughout the clothing industry, it is like walking into the headquarters of new and old stars.

The combination of brand personality and product selling point is the reason why consumers are willing to pay for it.

A brand can not perfect the clothing of consumers, like your shoes do not necessarily like your pants, like your pants do not necessarily like your coat, which has different brands of joint promotion basis.

It is possible to innovate with the traditional buy one get one promotion plan.

Or the example of the A brand sportswear on the top, we assume that any customer who buys this brand clothing at retail price will get a discount card. Customers who hold the card will be able to buy another brand product matching the purchased goods with half the price below the market.

Another brand is rich and diverse, which is purchased by our shop and customers are free to choose. The price of the supporting brand goods is only half of the market price.

Customers who have already purchased 176 yuan / T-shirts will no longer enjoy two concessions, but they can use another 88 yuan to purchase another brand of goods, shoes or trousers that the market value is 176 yuan.

This variant is upgraded from the original 1+1 mode to the 1+ one mode, and the 1 is the commodity of the brand, the other brand merchandise.

Product richness reduces customer sensitivity to price.

The original 176 yuan can buy two pieces, the single commodity store can only sell 88 yuan.

Now, customers need to spend 246 yuan (176+88=246 yuan), the value of goods purchased is 352 yuan (176+176=352 yuan), and two.

The original pattern is 1+1=2, and the current mode is 1+1>2.

The change of mode not only creates profits for brand stores, but also creates value for customers.

This kind of thinking based on creating value for customers effectively enriches customers and is God's empty preaching. This brand gives customers a right to choose, and the preferential commodities can also be freely chosen by customers and give customers the right to pick once.

Four feasibility of the new buy one get one promotion plan

The new buy one get one promotion plan is not strictly a buy one get one, rather, it is through buying one, and then giving a preferential purchase opportunity, this kind of opportunity can only happen after buying the designated brand goods, so it is worth consumers to cherish.

With the development of economy and the increasing strength of consumers, independent choice has become a fashion.

Let's go a step further. Even if the clothing that the store gives is not the same style, it can't be what consumers like. People hate others to make decisions for themselves.

The new sales promotion scheme has provided the consumers with abundant matching products, and the price is low, which not only makes the consumers satisfied, but also exceeds the consumers' imagination. This consumption experience is not provided by other environments, and stores have completed the sale in the pleasures and pleasures of the consumers.

As for the clothing industry, different brands, franchisees are very similar in mode, sales policy is almost the same, can be used at less than half of the retail price of the purchase price, at the end of the year or end of the year, according to the number of sales to implement differential rebates.

For stores that are ready to implement a new one to one promotion scheme, they can buy in bulk at the half price of the retail price of the market, buy other brand goods, and provide them free of charge for their own sales promotion.

Objectively, it helps other brand stores to complete their turnover.

Stores that purchase other brands need to be selected.

The selected brands should have the same influence as their brands and are recognized by consumers in the region.

It can be organically matched with its own brand merchandise without making a big noise, and the location should not be affected by the sale of the main products.

The retail price of collocation must ensure that the purchase price can ensure that the value of goods offered to customers can make the new sales promotion plan smoothly implemented.

The selling price of independent brand goods must be strictly implemented by the upstream enterprises, and the best support of the upstream enterprises can be achieved by carefully maintaining the brand image.

No matter how famous brands are going to land, they are responsible for the task of the pfer station only for brand franchisees. They are both channels and terminals in the industrial chain, and have an inescapable responsibility for maintaining the operation brand.

It is not easy to promote sales promotion by lowering the price of commodities, but maintaining the stability of commodity prices in the long run is maintaining the image of the product itself.

Five several points for purchasing supporting commodities

1 for the implementation of the new promotion policy, a single store, because it is not a franchised franchisee of other brands, may not have the right to get the lowest price in bulk purchase.

This poses a severe challenge to store purchasers. It is not only a task but also a responsibility.

Based on the idea of creating maximum value for customers, purchased goods should be popular and fashionable, but also low priced.

2, if the goods purchased are less than half of the market price, the stores themselves will have to pay part of the profits of their own brands to make up their commitments, and use actual actions to fulfill their commitments.

Only by ensuring the maximization of customer interests can we maximize our own interests.

3 based on the consideration of business ethics, the stores that implement the new sales promotion plan must be tagged at the normal market price.

The price tag is too high to deceive consumers. The price tag is too low, which is likely to cause the slander of the purchasing brand and the suspicion of disrupting the market.

4, this new sales promotion plan is based on the overall profit and achieves double harvest of customer value and store profit. Only in this way can brand enterprises go better and farther.

In short, the promotion of the infinitive, this kind of buy a gift discount buying opportunities, is a trial of innovation, will achieve the effect of 1+1 > 2.