How Can Clothing Stores Improve Their Sales Performance In The Off-Season? [Above]

The alternate seasons are like seasons. After the depression, the spring is coming. After the scorching sun and the hot summer, the fruits are full of fruits. If enterprises can improve their performance in all kinds of depression and make their products thriving in the scorching sun, they can not only increase the income of the enterprises, enhance the visibility of the products, but also enable the enterprises to lay a good foundation for the coming peak season and seize the opportunity in the future competition.

But if you want to improve your sales performance, you need to use science only.

The strategy is able to turn "back" to "lift" and achieve good results.

(1) insight into demand and key to formulating scientific marketing strategy.

Although the use of scientific marketing strategy can enable enterprises to improve sales performance, all of these are based on insight into market demand.

If we want to formulate a scientific strategy, we must first find consumers' demand for products, then seize the demand, create demand and guide demand, so as to formulate a scientific and effective marketing plan to attract consumers' purchase.

1, price

China's underdeveloped economic situation determines the sensitivity of the vast majority of consumers to commodity prices.

In the off-season, because of the imbalance between supply and demand, the price of commodities is low, which is higher than that of high season products. More and more consumers are interested in "buying in season" to get benefits.

For example, the hot price of the down garment in Zhengzhou this summer is the price leading factor. "

"Ya Ya" and other famous down jacket sales in summer this year surpassed the winter last year. Zhengzhou's silver based trading city, a distributor of "Posen" merchants, set a record of more than 300 sales a day.

Analysis of its causes, in the winter price of more than 300 yuan down clothing, in the summer only about 100 yuan, the huge difference directly caused the down jacket sales.

For consumers, buying in low season can get more benefits.

2, ideas

There are many products selling off season because of people's consumption concept.

Such as ice cream, candy, beer and other disposable consumer goods, people of these

The demand does not seem to be strong in a certain period, resulting in the low sales season.

But the consumption concept is only a kind of view in the consumer's mind. It will change with the change of consumers' thoughts and the understanding of products, so the consumption concept is changeable.

If beer is hot in the sky, it will turn into the off-season when the weather turns cold. But some people think that it is not suitable to drink beer in winter. Some people like to drink beer in winter. This is why beer still has sales in winter.

Selling concept guides most people's consumption behavior, but the variability of consumption concept makes it impossible to guide all consumers. This part of consumers constitutes a source of off-season consumption.

3. Climate

The rotation of the seasons has led to changes in the climate. This has also created the peak season for many products.

If the clothing industry has the strongest reaction to the climate, the rise or fall of the temperature will have a direct impact on the sales of clothing, and there is little demand for products that are not seasonal.

But the climate is not static. In recent years, global warming and winter temperatures are getting higher and higher. This has led to a gradual shift in the peak season of clothing. Originally in March and April, spring clothing was still in the off-season, and has entered the "peak season" in advance.

4. Geography

In the dry and rainy northwest, the rainy umbrellas to the south of the Yangtze River will flourishing, and after August, there will be no market for insecticide pesticides. But this kind of pesticides will sell well in Kunming all the year round. China is the cold winter of snowflakes, but the southern hemisphere is scorching hot summer heat.

Different geographical location results in different needs of consumers. The commodities that are in the low season of sale may come to the peak season of sales.

5, strategy

As an enterprise, it is possible for strategic consideration to choose some products to be stocked in the off-season and make stock. There are three advantages in doing so. First, stock preparation in the off-season reduces costs and reduces costs, so that enterprises occupy a dominant position in the competition after the peak season. Two, inventory can be guaranteed, products will be sold well in the peak season, and the unfavorable situation will not be brought to the manufacturers. Three, it is possible to maintain relations with suppliers and enhance communication.

6, events

During the off-season, some major events may lead to a shift from "light" to "prosperous".

If June and July were supposed to be the off-season of TV sales, but the 2002 World Cup war directly led to the sales of TV sets, making the sales of TV in 6 and July straight up. This off-season is not only "light", but also directly catching up with the peak season.

7, time

For some middlemen, the difference in time results in the purchase of some commodities in the low season.

For example, a businessman who deals in foreign trade, he travels in the country to pport goods to Africa. It takes about 3 to April by sea. This requires him to complete the stock in 3 to 4 months before the rush season for leather goods, and then pport to Africa to catch up with the sale of Africa's leather goods season.

8, others

In addition to the above seven reasons, there are still some demand for off-season. Every year 5 - September suits are on sale in low season, but in many formal occasions, such as large meetings, formal banquets, etc., people are still required to wear them.

It shows the formality and importance of the conference.

These consumption also constitute part of the demand for the off-season sales.

(to be continued...)