Off-Season Marketing Strategy, Zhengzhou Department Store Promotion

7, August is the off-season of business operation, there is nothing to make a fuss about, but the hot weather also brings inconvenience to the market traffic.

In the retail industry, this is probably the longest time in a year, so the Festival becomes a low season for businesses.

June highlights: Mid Year Celebration

In the year June, the marketing war of Zhengzhou businessmen is of course the "year Zhongqing".

The new store of Zhengzhou, new business mart, is one step ahead of the curtain.

In June 17th, Dazhong New Mart Zhengzhou general store launched the first wave of VIP night show in the middle of the year, all kinds of gifts were dazzled; the Garden Road shopping mall on the garden road was also not to be outdone. It launched a 10 year celebration dinner from June 16th to 26, and the central Road Central also joined the camp to grab customer resources. From June 24th to June 26th, it launched the slogan of "the last three days, 99 full back to 100". In June 30th, eight stores in Denis Province opened the celebration at the same time, pushing the festival to the peak.

In the off-season marketing, Zhongqing became the only promotional item behind shop celebrating, but few people knew that it originated from the department store industry in Taiwan.

In Zhengzhou, the first concept to launch the Zhongqing concept is Denis general merchandise.

Therefore, the celebration of Denis's annual celebration is even more desirable.

Yue Shengli, director of the planning department of Denis garden store, said: "

Zhang Shoujun, manager of the planning department of the right garden, said: "in fact, there are one or two large-scale promotions in Zhengzhou's shopping malls every month, but they are only part of the brands.

Only "zhongzhongqing" and "store celebrating" require all brands in the store to participate, even if the brand does not have any discount at ordinary times.

Xie Yuan, Minister of marketing of Zhengzhou general store, New Mart, said: "Nian Zhongqing is a more important activity for department stores in a year. This is because the sales performance of Zhongqing is a node for the first half of the year, and sales work for the second half is a starting point. Everyone is looking forward to a good start."

7, August: Summer discount autumn listing

With the arrival of summer, the more hot weather, people's shopping aspirations will naturally be relatively "weak", especially in 7 and August, few people are willing to go shopping in the mall with scorching sun.

If you want to keep a high volume of traffic, you have to work hard on the price.

After a visit, the reporter learned that in July, when autumn was on sale, many shopping malls said this month, "summer discount" will become the main content of this month's activities.

Liu Xinyi, manager of the Department planning department, Central Avenue, said that in July, the central department store will take the "summer discount" as the theme and carry out a continuous discount according to the time period. The discount of summer wear will be lower and lower as time goes on, thirty percent off, forty percent off...

Until the beginning of August, summer clothing was cleared.

Wang Shouduo, deputy general manager of Da Shang Jin Bo Da store, said that in July, the company will combine thematic marketing with seasonal goods such as summer wear and sunscreen products, and offer premium gifts.

August is in the summer and autumn alternation season, the major shopping malls are launching the final promotion of summer wear, and the autumn shopping will begin to come up in the middle and late 7. By August, the new autumn products will be the focus of shopping malls marketing.

Zhang Shoujun said: "early autumn new clothing is relatively modest, but it can still attract a group of consumers' shopping enthusiasm, and this group of consumers often focus on new products, while price discount is not very important."

Highlights of marketing are frequent.

In the hot summer season, in order to attract customers to go shopping, Tai Shang New Mart Zhengzhou main store and Central Avenue department store jointly launched night promotions. During a relatively hot period of the day, through vigorous and targeted promotional activities, consumers were attracted to shop in the store while cool in summer nights.

Xie Yuan said: "in the hot summer weather, many consumers are not willing to go out shopping in the hot sun, and cool summer nights provide consumers with a good opportunity to go shopping. Every day 17:00~20:00 is also a leisure time for many consumers after work and after dinner."

And some shopping malls have chosen another way to spend the off-season, starting or will begin to adjust the commodity structure.

After all, 7 and August are the off-season of retail business. The upcoming summer student flow can stimulate part of the consumption, but after all, the spending power is limited.

As a result, many shopping malls took the opportunity to change the industry and replace the brand, forming the two hotspots of industrial pformation and new products.

Liu Xinyi told reporters that every season is the most frequent replacement of brands. Some old brands who are not suited to the market will take the opportunity to pform or withdraw from the market, while some new brands are eager to seize the market at this time.

In the off-season, many shopping malls have taken advantage of this opportunity to enter the industry. In addition to adjusting the brand layout, shopping malls have also introduced more international brands to enhance the appeal of shopping malls.

According to the reporter's visit, most of the stores have adjusted the brand to about 20% each time, and the brand adjustment before the peak season is more than 40%.

The reason for the adjustment is that because of the large number of clothing brands both at home and abroad, the choice of shopping malls is large. Two, the shopping mall itself is also facing changes in the positioning of the merchandise and the consumption habits of its customers. The adjustment is aimed at adapting to the consumption demand of the market.

In view of the marketing methods of Henan department stores in the off-season, Zhang Huiyu, President of Henan business association, said: "off-season is an essential phenomenon in the operation of shopping malls. How to make achievements in the off-season is a problem that tests the shopping malls.

Whether it is "making a festival" or changing marketing mode, it can be regarded as a positive response and active attack.

Therefore, the conventional off-season business can not negatively affect Zhengzhou's business.

On the contrary, it will actively promote Zhengzhou business to explore business ideas continuously, and prepare for the early arrival of "golden nine silver ten".