Holiday Economy In Progress

The footsteps of the Mid Autumn Festival have just left. In the twinkling of an eye, we will usher in the eleven golden week. The festive atmosphere is becoming more and more concentrated. Busy people can finally relax with a long vacation and enjoy shopping. Shopping 。 Although there are still a few days away from the holiday, businesses have already started various promotional activities. The shopping malls are hanging up the flag to prepare for the big competition. Who can catch the hearts of consumers?

The wheat had been looking forward to this moment for a long time. He happily picked up his girlfriend in the shopping mall, and the clothes he saw before could finally start at this time. On the shelf, the words "100 return to 55" were written, and the salesmen told them that the discount activities would continue from now until the end of the eleven holiday. It was cheaper than half off, and they bought three pieces without hesitation. Wheat has come to the men's shoe counters to find a pair of shoes that have enjoyed for a long time. Originally, not all businesses carried out the roll back activities. Instead, some businesses in order to cater for the eleven sales promotion concept, the shoes they saw didn't participate in the activities of the shopping mall, and the wheat was disappointed.

Jingjing, a girlfriend of wheat, has heard that the shopping arcade in the vicinity is full of 200 to 105. Then they came to another shopping mall nearby, the festival festive, all kinds of splendid banners. same There is a conspicuous place on every floor. Many of the counters read the word "participating in activities". The atmosphere of the festival hit consumers' vision and aroused consumers' fanatical shopping desire. The men's shoes counter that had not been discounted in the previous shopping mall did not take part in the activity. However, the wheat discovered that there were some brands that were folded and then joined in activities, which made him very excited.

In the early autumn, the temperature gradually dropped, and the colourful colors in summer gradually faded away, replaced by the elegant colors of autumn. Some of the new clothes launched by some special stores do not take part in the activities of shopping malls. Most clothing brands, whether summer wear or autumn clothing, will use activities to cater to the public's discounted consumption psychology.

Eleven, the preferential treatment of shopping malls not only provides consumers with a good place to relax, but also saves money for men, women and children who are usually dressed in love. If there is no bargain, they will ask for a cheaper price. If they are cheap, they can not let off the cheap.

Looking at the shoe that does not take part in the activity, the wheat carrying a large bag of bags and clothes can not help but sigh, "the way of marketing is ever-changing, and the knowledge of holiday economy is too much."

Holiday market

In September 1999, the State Council promulgated the new "national holiday and holiday commemoration day", which stipulates that the rest time of the Spring Festival, May 1, and eleven should be spliced with the rest days before or after the holiday, forming a 7 day long vacation. This is what is usually called "golden week" and has also opened the prelude to the "holiday economy". Later, the state revised the "national holiday and Memorial Day holiday" again, reducing the total holiday before and after May day to 3 days.

The implementation of the long holidays not only greatly increased the leisure time of residents, but also led to a boom. consumption The market plays an important role in stimulating domestic demand. Data show that in 1999 the first golden week of the national day, the number of people travelling in the country reached 28 million, and the total income of tourism was 14 billion 100 million yuan. This is only the beginning. Facts show that consumption is increasing year by year during the golden week of the country every year, whether in the retail market or in the tourist market.

During the golden week of Spring Festival in 2011, according to the Ministry of Commerce, the sales volume of retail stores and catering enterprises reached 404 billion 500 million yuan, up 19% from the same period last year, six from thirty to the beginning of the month.

During the May 1 holiday this year, the urban and rural consumer goods market prospered and sales increased rapidly. According to the Ministry of Commerce, the sales volume of key retail enterprises increased by 19.7% from April 30th to May 2nd, and the average daily sales increased by 51.2% compared with that before April 29th.

According to other statistics, from April 30th to May 2nd, the average daily sales of Shanghai's retail sales reached 1 billion 167 million yuan, creating a record high in 11 years. According to the Beijing business information consulting center, sales of 3 billion 420 million key business services enterprises in the city reached 3 billion 420 million yuan on the three day of the holiday, an increase of 22.1% compared with the same period last year, of which 28.5% of the department stores grew, 22.1% of all professional stores and professional markets, and 13% of supermarkets.

According to the statistics of Beijing Business Council, during the Mid Autumn Festival this year, 40 key business service enterprises in Beijing realized sales of 1 billion 170 million yuan, up 22.2% from the same period last year. Shanghai city has monitored the retail sales of nearly more than 6000 commercial outlets of nearly 300 commercial enterprises, which is 1 billion 800 million yuan, an increase of 35.8% over the previous year, especially the theme marketing activities of department stores and shopping centers are striking and sales are hot. On the 3 day of the small holiday, 80 retail stores and shopping centers which are monitored by Shanghai have achieved 782 million yuan in retail sales, an increase of 35.4% over the same period.

Holiday business promotion activities are colorful in every holiday season. In order to create a strong holiday consumption atmosphere, various promotional activities such as discounts, coupons, gifts, and prizes have been launched. At the same time, clothing demand growth. During the May 1st period this year, sales of large department stores such as Beijing Wangfujing department store, Xidan shopping center and Dongan market increased by more than 40%. Sales of clothing and clothing in Qingdao increased by 42.2% compared with the same period last year, while sales of knitted textiles, shoes and hats increased by 40.1% and 37.2% respectively. Sales of clothing and clothing in Guangzhou increased by two to 30% over the same period last year.

Many online shopping centers compete for holiday economy with various kinds of low price promotion activities to promote the traditional market warming. For example: Jingdong, Dangdang, first store and so on have launched special offers such as limited price, limited time purchase and other preferential activities. During the May 1st period, the sales volume of commercial enterprises in Beijing and Shanghai increased by 22.1% and 20.3% respectively, while that in Qingdao and Hefei increased by 23.8% and 19.5% respectively. In addition, it is worth mentioning that Chinese people always like to do wedding events during the holidays. Therefore, it is not surprising that the wedding market is booming during holidays. It is understood that this year's "51", Beijing Caishikou department store launched a variety of preferential measures for newlyweds, coupled with the continued growth in demand for gold and silver products, sales grew by 88.4% over the same period last year. Qingdao, Yinchuan gold, silver and jewelry accessories Sale The volume increased by 92.7% and 66.3% respectively. In addition, according to statistics, the sales of jade, diamonds and gold bullion of Guangdi jewelry in Guangzhou increased by three or four times compared with the same period this year. The sales of gold in modern department stores also increased 1.8 times compared with the same period last year. The friendship store said that some brands increased by more than 20% year-on-year.

According to media reports, thanks to big and small holidays, new year's day, Tomb Sweeping Day, may day, Dragon Boat Festival and Mid Autumn Festival have reached 8 billion 500 million yuan for merchants in Beijing.

Apart from the retail industry, the development of domestic tourism can not be underestimated by the promotion of big and small holidays. Beijing's total tourism revenue was 1 billion 555 million yuan, an increase of 9.5% over the previous year. It received 4 million 300 thousand tourists from all over the country. In contrast with the same period in previous years, the per capita consumption of tourists to Beijing has increased substantially this year. Statistics from the Municipal Tourism Commission show that 970 thousand tourists from other provinces and cities and 960 million yuan of tourism consumption have increased over the same period last year. Among them, the average cost of tourists to Beijing is 986 yuan, an increase of 13.4% over the same period last year.

In fact, as a whole, China's tourism market is booming now (including holiday tourism). It is understood that in 2010, the scale of China's tourism market reached 2 billion 100 million passengers, and the average annual travel rate of our citizens reached 1.5 times. The national tourism administration predicts that by 2015, the scale of the tourism market will further expand, with the number of domestic tourists reaching 3 billion 300 million people, the number of overnight tourists entering the country will reach 90 million, the number of outbound tourists will reach 83 million, and the total tourism market will be close to 3 billion 500 million. This is obviously a huge demand for the development of tourism and leisure clothing industry and outdoor clothing.

At present, the Mid Autumn Festival is over, and the National Day is coming. Compared to the 3 day holiday, the 7 day long holiday is a golden business opportunity that businesses will never let go of. In the meantime, we will wait and see what kind of answer will be delivered by businessmen.

Holiday market

For the clothing brands, holidays are a joy for them. Peng Junliang, managing director of YouYouKa fashion children's clothing, lists a series of data on holiday sales of brands. Christmas and Spring Festival occupy 20 - 30% of the annual sales. National Day occupies 10% of annual sales, plus 51, children's wear plus 61, holiday sales can support half of the year's sales. So holiday sales are very important for any brand.

When Peng Junliang talked about the advantages and disadvantages of holiday economy to clothing brand, it was a matter of opinion. He said: "holiday economy can not be avoided for clothing brand, because this is the characteristic of Chinese consumption, which has become a rule and can not be violated. Therefore, each brand clothing needs to grasp this rule and combine its own situation to maximize its sales and profits. He also said that China now has a population of 1 billion 600 million and needs to grasp the big laws to do things in order to conform to the trend and enable enterprises to get room for further development.

As for the phenomenon of activities such as sales promotion and discount at the mall, Peng Junliang believes that shopping malls in many cities still protect the interests of brands. During the festival, Beijing's Yansha and Seth will follow the brand's own wishes to participate in the promotion activities of the shopping malls, while Cui Wei will not easily have large-scale activities. Of course, the shopping mall must allow manufacturers to participate in activities in order to rush sales volume, because businesses only look at the running water, which belongs to the state of stable guarantee. This also causes many brand dealers in the cities because they can not guarantee the profits directly, so they can not directly face the shopping mall, and finally lead to the brand marketing channel basically self operated. This is also beneficial for brand enterprises to strengthen channel control. He also mentioned that there are many situations in which brands participate in the activities of shopping malls. Some brands that have the right to speak can participate in activities of some products, which supports the promotion of shopping malls, and also protects their own interests, and also enjoys the passenger flow brought by shopping activities. "Like our climbing brand, we must take part in shopping activities and adjust the commodity structure according to our own conditions, so as to adapt to the promotion of shopping malls." Peng Junliang said.

When it comes to whether the holiday clothing consumption will lead the enterprises to harvest the future grain, Peng Junliang said: "there is an old saying in Guangdong:" a section of the three ruins ", that is, after a festival, there will be a relatively weak period of sales, the market after the festival will be relatively weak, but then will usher in a stable period. Brand is best able to constantly explore new customer needs, and not to eat food. He said that with the continuous development of the economy, people's various social activities and entertainment activities have been refined. Holidays, leisure, sports, travel and so on, all kinds of demands have increased the demand for clothing. The growth of consumer demand for clothing is benign and sustainable for clothing brands, which really increases the development space of clothing brands.

Now, what is the current situation of another hot channel -- e-commerce in the face of the holiday economy? When the reporter interviewed Liu Jiao, director of strategic planning of Beijing Yi Shang advantage Network Technology Co., Ltd., he said that the electricity supplier is also in a state of joy and sorrow when facing the holiday economy and traditional brand dealers. Liu Jiao said: "on holidays, similar to traditional brands, all kinds of channels have started planning promotional activities related to holidays. How are discounts? Brands are following the channel, and if they want to participate, they sign up for promotional activities. Liu Jiao said that most of these activities do not charge fees, because the channels also hope that the red hot campaign can drive the flow of channels.

Liu Jiao said that the channel would start publicity for the promotion of holidays one month ago, just like the double 11 sections of Taobao last year. It spent a month in advance, laying a large number of advertisements on the subway, paper media and the Internet to make the event popular among the people. So last year, a lot of double 11 Taobao products sell millions, and millions of sales are very common.

Through the propaganda of the channel, the sales of the electricity supplier in the festival participate in the channel activities, the sales volume is 7 to 8 times higher than normal day, so for the brand business, the result is not so important, but the important process is the process.

Brand makers will also do a lot of work in the early days of the festival. They will prepare more than ten editions of advertisements for the festival, prepare different products, and prepare for searching keywords, determining price and so on. Then do the test, compare the advantages and disadvantages through the effect, the electricity supplier is better than the traditional channel, can directly see the effect, very clear analysis of where is good, not good at where, finally determine an optimal scheme.

Liu Jiao believes that in fact, electricity providers get more profits from holidays. There will be large sales on holidays, and it is more common to encounter thousands of orders a day. Logistics and delivery are particularly important at this time. Many times, we need to use the third party warehouse to solve the delivery problem, which will increase the cost of sales. Therefore, holiday sales are not so important to the brand business.

Who is the ultimate beneficiaries?

At present, the annual public holiday in China has reached 114 days, accounting for almost 1/3 of the total number of holidays in the whole year. Holiday economy has become a major highlight of the social economy, and has played an unparalleled role in stimulating consumption. This year coincides with the eleven golden week + Mid Autumn Festival, which brings a more festive atmosphere to the people. It also makes businesses more attractive to attract consumers.

The characteristics of the festival consumption psychology determine the different festivals and sales forms. For the traditional large stores, customers directly choose the terminal of the products. Customers from the 90s of last century paid much attention to the commodity price to price ratio and the feeling of consumption in today's homogenization era. Consumers are more and more with the "heart" desire, and the selling atmosphere that the businessmen carefully create with the "heart" will make consumers unconsciously "follow the feeling" and achieve the target sales.

During the festival, consumers' shopping is more susceptible to external environmental factors and emotions. Pleasant and elegant environment and cheerful mood will greatly improve people's consumer expectations and purchase index. The holiday season is a relaxation. Leisure time During the entertainment time, people are willing to extricate themselves from their busy work and life, buy some products and enjoy some services, that is, the so-called rich to spend happily. As a result, holiday promotion is more targeted and effective, and businesses are willing to promote sales and consumers in festivals. Along with the shopping craze, the market crowd surges, how to make good use of this brand of clothing time to get what you want is to rely on the brand's own sales promotion.

When it comes to profiteers in holiday economy, Peng Junliang thinks, every link in the holiday will be profitable. Consumers are happy because they spend less money on what they need because they are cheap. The sales of shopping malls exceeded 20-30% last year, so we were very happy. Brand sales have been improved, so they are happy.

So what can the branding providers get in holiday sales? "Branding can rush traffic at this time to test the brand's ability to withstand peak pressure." Liu Jiao said. He believes that at this stage, e-commerce is still in the era of low price competition. It is not realistic to talk about the brand value of most e-commerce brands. If the electricity providers do not follow the platform and channel to promote their own traffic, it will be very difficult and require a lot of input. The promotion cost is also relatively large. Therefore, most of the brands choose to lay down their roles to cater for the channel.

When it comes to holiday salesmen who are profiteers, Liu Jiao said: " Reap profit The most abundant should be logistics. E-commerce is essential for the development of express companies, followed by channel providers, and then consumers. Of course, brand dealers get what they want.

Liu Jiao also said that e-commerce is not a myth, in fact, every body in which the brand is not easy to do, for the brand business, we must clear the objectives of each stage, in order to gain advantages and avoid disadvantages, and healthy development.

Holiday economy in China can be regarded as a consumer's mindset: saving money at ordinary times, concentrating on key or important moments, that is, the expected consumption in consumption. And festivals are such a critical and important moment. In China's consumer culture, we believe that during the festival, businesses must promote sales, prices will be reduced, and products will be enriched. And businessmen also have a thorough understanding of consumers' psychology and consumption habits. They also try to cater for consumers in the festival.

Peng Junliang said, "holiday promotion is a good or bad thing for a brand in the long run. If the profit is reduced from the recent benefits, the profits will be less, but in the long run, more consumers will get the brand products and have closer contact with the brand, and the brand will get more consumers' awareness. If sales growth is the direct goal of enterprise operation, then emotional identification is undoubtedly the long-term interest of the enterprise, and the latter is a strong support for the former. A great deal of popularity has been gathered in festivals. It is the best time for the promotion of new brands. Holiday spending fever has created a good opportunity for new brands to have close contact with consumers. The essence of festival consumption is emotional consumption. Festivals are the prime time for channel players and brands to carry out promotional campaigns and publicity images. In this good time period, channel providers and brands can get twice the result with half the effort.

Industry voice

Clothing brand "holiday economy"

Chen Guoqiang, deputy director of the Institute of industrial economics, China Garment Association

Whether in China or abroad, holidays are often a leisure time and a shopping time for people. Especially for businesses, various promotional activities will be launched before holidays and during holidays. In a sense, holidays and commodity supply are linked together to form the peak season for commodity sales.

But now, holidays are completely discounted. During holidays, the contradiction between brands and shopping malls is further highlighted. On the one hand, shopping centres refuse to give up the huge consumer market of gold holidays, and think of various ways to promote sales. Discount is a necessary move; but brand enterprises may think that discount will have a negative impact on brand image, so they are not willing to participate in discount activities in the mall.

However, many brands still have to rely on the channels of shopping malls, so they are inevitably constrained by the channel providers. This is a commonplace topic. In the era of planned economy, manufacturing and sales are often separated. Even after the reform and opening up, many brands are still manufacturers' brands, and their own brands are imported from abroad gradually in recent years. Our enterprises are not very clear about the difference between the operation mode of manufacturing brand and private brand, and consumers are not very clear about it. Many of our enterprises start with manufacturers, and the late development paths of manufacturers' brands and private brands are different.

At present, the relationship between shopping malls and brands in China can be said to be a "button point relationship". Shopping centres will not control whether brand discount will affect the brand image. Many enterprises are forced to adapt to the discount requirements of the mall, because from the current situation, the brand has not enough strength to compete with the mall.

But think of it, for brands, a better way is to use holiday golden time to launch their new products or brand new ones. Because most of the holidays in China are at the time of season change, such as "51" and "eleven".

But it is disappointing that our enterprises can take advantage of the holiday economy to launch their own new brands, though there are few. That is to say, our clothing enterprises are not very thorough and clear in studying the holiday economy.

Consciously using gold holidays to create holiday economy has not yet reached a level in our clothing industry, but it seems like "holiday". Therefore, when many brands are offering discounts, they produce their products that are not very good or are already in season. Instead, they take the new products away, which is now in existence in quite a number of brand enterprises.

This has also resulted in holidays, but consumers can not buy good clothes in the mall. At the same time, it will also force the garment enterprises to raise the price of new products so as to lift the overall sales performance and make up for the losses during the discount period. This has led to the consumer's doubts, why a brand new product and discount product price difference is so big, but is not conducive to the healthy development of the industry in the future.

In terms of total sales, the role of sales during holiday is not obvious. It is nothing more than to buy the clothes that should be included in the sales revenue of the later stage, for example, some consumers originally intended to be "eleven" and then buy clothes. Just when they saw the discount, they bought it at that time. For the sales performance of the clothing enterprises, the total amount did not improve. Many consumers waited on the day before the holiday, such as choosing their favorite clothes first, then waiting until the holidays were discounted, and even some of the consumers picked up the clothes in advance and the salesmen picked up the clothes, first wrapped them up and not buying them, until the second day discount was coming to settle the bill.

But one exception is that for outdoor brands, the situation is different. With the change of people's lifestyle and enthusiasm for outdoor sports, holidays are an excellent opportunity for sales promotion for outdoor brands. People's demand for outdoor products is getting higher and higher. Some special functions of outdoor clothing have become popular. Outdoor brands benefit from holidays. Most of the clothing products as a normal product, holidays have no obvious impact on their sales performance. They are only to withdraw the sales performance in the next few months.