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

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 in order to improve sales performance, only by using scientific marketing strategy can we turn back to "rise" and achieve good results.

Last article: Couture How to improve performance in the off-season? (1)

(two) seize the demand and create sales.

After understanding the demand of consumers in the off season, we realize that consumers still have the demand for products in the off season, and only when they find the demand, can they catch the demand and guide the demand through scientific marketing strategy, and then expand their demand, so that they can finally improve their sales performance in the off-season.

1, change the concept of off-season, and flourish the off-season market.

As the saying goes, "there is no recession, only to fail to win the battle". The sales of many enterprises have fallen off in the off-season, not because the sales of enterprises are not going out, but because the idea of off-season enterprises is causing trouble. When it comes to the so-called off-season, enterprises think that the target customers no longer need the products of enterprises, and no matter how hard they work, products can not be sold. Therefore, sales activities have not been done, market development has also been reduced, customer visits have not gone, business strategy has become rigid, and the result of such a direct result has become increasingly low sales performance, while enterprises tend to attribute it to the reason for the coming of the off-season. The result is that enterprises will not work hard even if the next off-season comes, so they will fall into a vicious cycle of "off season" sales. Haier Zhang Ruimin once said, "there is no off-season market, only the idea of off-season." Therefore, if enterprises want to improve their performance in the off-season, first of all, we must change the concept of business operation and establish a sense of "no off-season sales". I believe that only by thinking, can we have a way out and do the same in the market.

2. customer communication, risk shifting

(1) enterprise At the end of the off-season, we must pay attention to communication with customers, do early sales settlement and follow-up sales service to old customers, do liquidation for customers' rebates or bonuses, avoid customers' doubts about enterprises, and do follow-up sales service work. Customers need less volume in the off-season.

(2) through the communication with small dealers and various promotional means to attract them to stock up. As for the small dealers below, capital is generally the biggest constraint on their development. Enterprises can communicate with them to publicize the price advantage of stocking in the off-season, and encourage small dealers to make stock through various incentives.

3, strengthen the incentive for salesmen.

Business personnel are the main body of enterprises to do the market. The arrival of the off-season and the sharp drop in business volume often make many salesmen lack enthusiasm for work, resulting in lazy psychology and no spirit to open up the market. If an enterprise wants to improve its performance in the off-season, it must encourage more business people and stimulate its enthusiasm and creativity. In our advanced training class of Henan marketing manager, Zhao General of Henan Golden Tax printing company once said that the printing industry went to the "low season" in June and July every year. In the face of daily sales, Zhao had suddenly thought of a clever move when he was thinking about it. He immediately opened the sales working conference and announced to the salesmen the new sales policy of the company: in the off-season, that is, 6 - August, all the business that the salesman pulled for the company, the company only charges the cost, and all profits are owned by the salesman. This greatly mobilized the enthusiasm of the business people, with the efforts of all the business personnel of the company, the volume of business in the 6 months, 7 months and 8 months of the company increased significantly, but at the end of the day, the salesman asked the company to deduct the profits from the profits.

Choosing to encourage business people in the off-season can not only improve sales performance, but also find new customers, and at the same time, the hearts of salesmen can be described as "one stone, three birds".

4. Promotion Embody the concern for consumers.

(1) guide demand through advertising.

The peak season for products caused by consumption concept can be changed by guiding the needs of consumers. If drinks sell well in summer, they will enter the off-season in winter. Lulu, aiming at the sales situation in the two seasons of summer and winter, disseminate "dew dew in summer" and "hot dew dew in winter" through advertisements to guide consumers through different functional appeals, publicize "cold drinks and clear summer heat, and hot drinks go cold". After this series of publicity and publicity, people have changed the habit of drinking less beverages in winter, and promoted sales of products effectively.

(2) attract consumers through business promotion.

The price advantage of off-season is a major factor that attracts many consumers and dealers. Discount, buy gifts and improve the added value of products can attract a lot of consumers who are sensitive to price. Besides, for some dealers who choose to sell in the off-season, the price factor is the main reason for their risk taking stock.

5, adjustment, another source of performance growth.

When the consumption demand in the regional market can not reach a certain limit, enterprises can expand the scope of the market to increase the demand of consumers. In the off-season, it is more conducive for enterprises to make strategic or strategic adjustment.

(1) developing new markets

Enterprises can choose to develop new markets in the off-season, mainly because of the vast majority of competition in the off-season. brand In the dormant period, the management of the market has weakened and the investment in advertising has been greatly reduced. When enterprises choose to enter the market at this time, the interference information will fall to the lowest point, which will help enterprises seize the channel and publicize the brand image, and the expansion of the market will result in the improvement of sales performance. A company that produces popular foods has a clear and light season in its history. The reason is that the enterprise only pays attention to the development of the urban regional market, and only pays attention to developing the sales channel of wholesalers. The result is that sales volume shows drastic cyclical fluctuations, and enterprises have suffered losses for many years. When the enterprise accepted the suggestion of the external brain and developed new passages in the off-season sales, the salesmen of the enterprises jointly developed the suburban market vigorously, vigorously developed new channels such as shops and institutional consumption, carried out the busy development of new markets and opened up new channels, so that the enterprises achieved no sales in the off-season, and sales continued to rise. Only three months later, they lost their profits.

(2) shift of market focus

The peak season of products may have different time intervals in different places. When the market of some kind of products is stored in the south for the off-season, it may begin to enter the peak season in the north; when the domestic market enters the low consumption season, it may be entering the peak season of consumption in the international market; when there is a low season in the urban market, there may be no signs of off-season in the rural market or the urban rural junction market; when the market and shops purchase the off-season, the consumption and purchase in the railway stations, airports, tourist attractions and other places are always strong; when wholesalers complain about the arrival of the off-season, the large scale direct selling activities facing the final consumers will often get unexpected results. The key lies in whether the enterprise can grasp the market demand and shift the market focus with the demand spanfer in time. A pesticide manufacturer in Henan has shifted the market on the basis of the difference in the crop cycle caused by the difference in climate between the north and the south. When the North entered the low season of pesticide sales, he shifted the market focus to the south, and timely adjustment of the market made his sales no longer "off-season". An enterprise that produces high-grade sheepskin mattress is selling in the domestic market in winter. The summer is the off-season, but in the international market, it is the opposite. In summer, it is the peak season for shipment. This is because foreign merchants purchase and stock up in summer. The enterprise only made the domestic market in the past, resulting in half a year's busy half a year's leisure, and the economic results were not satisfactory. The company has accepted the new marketing concept of "off-season" and developed two domestic and international markets to achieve year-round sales without off-season. Sales volume Double the economic benefits.

6, innovation, profit growth point

(1) another reason for sales slack season is that products can not meet the needs of current consumers. At the same time, increasing the function of products can meet the needs of consumers in the market.

If summer suits are too hot, people must wear suits in certain occasions. In response to this demand, the cool bird suit has emerged as the times require. It meets the needs of both summer wear and Western clothes, and can satisfy more consumers. In the face of the doldrums in winter, some manufacturers have developed warm beer and chafing dish beer, creating new hot spots in the cold winter beer market, and also bringing new profit growth points for enterprises.

(2) broadening the product line can also meet the needs of consumers.

Still with clothing For example, the demand for suits and down garments decreased in summer, and the demand for T-shirts and shirts increased greatly. At this time, the company can expand its own product line, produce Western-style clothes in winter, and produce T-shirts in summer, and the products are sold on the market all the year round. When this product enters the off-season, it enters the peak season, supporting the sales performance of enterprises at any time with profit growth point, so that there is no natural season for sales. The management team of a liquor making enterprise attaches great importance to the development of new products and the formulation and implementation of product structure adjustment strategies. In recent years, based on in-depth market research and market forecast, the enterprise has developed medium and high liquor for the northern rural market, low alcohol liquor for the southern rural market, medium grade liquor for the consumption market of small and medium-sized cities, high grade and low alcohol liquor for restaurants in large and medium cities, and at the same time, they have developed low-grade black rice wine and a series of beverages suitable for summer consumption, making the whole enterprise in the busy state of production and sales all year round, and there is no difference between the selling season and the peak season. In particular, through the implementation of the strategy of product structure adjustment, the enterprise has completed the strategic shift of the leading product with low alcohol as the leading product to the medium and high grade liquor, and realized the business development goal of the simultaneous growth of sales volume and profit margin.

7, reduce costs = increase revenue

It is an indisputable fact that sales performance will decline in the off-season. When enterprises are trying to achieve little improvement in performance through various marketing efforts, enterprises should consider the equation of "reducing costs = increasing revenue". The decrease in cost is mainly due to the reduction in the cost of management in the off-season sales of the enterprise. Marketing expenses are mainly composed of business entertainment expenses, public relations fees, travel expenses, office expenses and other basic operating expenses and marketing expenses. Because of the esteem of the so-called emotional marketing and the intensification of market competition, the high marketing cost has been causing endless troubles for enterprises. In this regard, enterprises in the off-season sales should strengthen the control of marketing costs, reduce consumption.

(1) strengthen the supervision of salesmen;

(2) formulate a reasonable proportion of marketing expenses and control the marketing cost under this ratio.

(3) establish and improve the mechanism of supervision and examination of marketing expenses, such as combining the reimbursement of bills and the basis of the credentials of bills, if the reimbursement of marketing expenses is reimbursed, third party monitoring certificates and feedback data must be provided.

(4) strengthen the inspection and control of various marketing campaigns.

In the face of alternate seasons like seasonal rotation, enterprises only have a positive attitude to lead consumption, and implement creation. Marketing Only in this way can we get rid of the vicious circle in the off-season and improve sales performance.

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