"Continuous Festival": The Longest Sales Promotion Strategy In History

The new year's day and the Spring Festival, which have been separated for more than a month in the past year, have been squeezed into January. Many citizens have begun to look forward to this January with 14 rest days, but this has also depressed many business enterprises.

Originally scheduled for two holidays on New Year's day and Spring Festival, two rounds were arranged.

Shopping malls: community department stores

New year's day and Spring Festival are connected. The relatively relaxed rest time benefits the large SHOPPING MALL and otlis in the outskirts of the county.

Seitole employees said that during the Spring Festival, the number of floating population in Beijing sharply decreased, usually in the off-season of shopping malls, but for those located outside the fifth ring, the good traffic environment and plenty of rest time brought a truly high season.

The impact of tourist flow on Wangfujing is limited.

Take the Lotte Yintai department store on the Wangfujing pedestrian street as an example. The tourist flow of new year's day and Spring Festival is enough to make up for the lack of local customers.

"We have done a survey, and 70% of the customers are tourists to Beijing.

The two links will increase the number of tourists and will not reduce the sales volume of the stores. "

Lu Yong, general manager of Wangfujing Lotte Yintai department store, said.

With the outflow of outbound population in Beijing and Beijing citizens taking long vacation trips, the large shopping centers located in the urban area are facing the pressure of reduced passenger flow; on the other hand, shopping centers with movie and entertainment facilities such as large restaurants and restaurants rely on holiday gatherings to increase sales of shopping malls with experiential consumption.

Yau Tang square official said that although the surrounding office holiday resulted in a decrease in the volume of traffic, a variety of formats can still gather popularity for shopping centers.

Compared with the above commercial forms, the community type department stores were greatly affected.

On the one hand, there is a lot of loss of primary radiation; on the other hand, a relatively single format can not attract additional customers.

People who have slightly more purchasing power will break away from community department stores and release their purchasing power to large shopping centers.

"Two links are bound to have a great impact on the sales of community department stores in January, but two rounds of promotions can also create the longest and most discounted sales promotion of such department stores."

The industry believes that.

Supermarket: passenger flow concentration test response ability

As a mature format, the supermarket industry has long been accustomed to the phenomenon of "two links" every four or five years, but the concentrated passenger flow still tests the coping ability of supermarket enterprises.

Because the sales season of new year's Day coincides almost with the time before the Spring Festival, the supermarket will usher in a sales peak ahead of schedule.

At the same time, the shortage of parking space and the sharp increase of shopping cart will lead to problems such as congestion in shopping passages, long queuing channels, long waiting for customers, insufficient stocking of goods, resulting in partial disqualification of goods.

In the view of Gao Jingsheng, general manager of Beijing Kelong, the biggest problem in the two sections is the relative concentration of shoppers during the period, which will cause greater pressure on commodity preparation, site layout, logistics and staff.

"In October, we have deployed the new year's day and the Spring Festival in the same month next year, trying to make" early, full and thin ".

Because of the relative concentration of passenger traffic, purchasing power and supplier promotion in the month, market changes and implementation and promotion of policies should be fully reflected through "early, full and detailed".

Gao Jingsheng said.

Gao Jingsheng introduced the so-called "early", that is to say, "early", early preparation, early arrangement and early implementation; "full" is reflected in all aspects of preparations, comprehensive analysis of commodity types, comprehensive implementation of corresponding measures, logistics plan and personnel preparation, etc., should be highlighted in specific arrangements, and sales scale should be formed in a short time to plan and prepare for all aspects.

The head of the halls Shopping Center said that because only 17 days in January were attendance days, the rest time was longer, and the number of outgoing customers was more, enterprises could not predict the immediate situation, and could only cope with the specific circumstances at that time.

Carrefour responsible person said, because new year's day and new year's stay are very close, consumers usually need to prepare the new year's goods one month in advance, so the business will advance the supply and promotion of the new year's goods. For example, Carrefour will start the sale 20 days in advance, coinciding with the new year's sales season.

"In the past year, the new year's day and the Spring Festival will be separated for more than a month. The taste of the year is not so full. The store often needs to be rearranged. This year's Spring Festival will be held directly after new year's day, so the festival atmosphere will be better."

Carrefour responsible person said that the two links will pull sales growth, the store will also be fully stocked.

Online shopping: distribution is the biggest obstacle to chain promotion.

From the annual sales data of online shopping, Christmas and new year's day are usually the peak season for online shopping. Due to reasons such as express holidays, the sales volume of various websites will decline during the Spring Festival.

This year, in the face of the two links, e-commerce enterprises have increased their marketing investment in January and are preparing for the peak period of logistics.

Amazon China responsible person said that since August this year, Amazon has started preparations for Christmas, new year and Spring Festival season, including the deployment of human resources, storage space of operations centers, and projections based on past sales data.

Dangdang said that because this year's new year's day and the Spring Festival are in January, Dangdang will focus all promotional firepower on the same month. The profit margin will be larger than in previous years, and the activities of the new year and the Spring Festival will also be more closely linked.

Reporters learned that during the Spring Festival of 2011, Dangdang provided 3.5 times overtime pay for the third party distribution staff in order to ensure distribution.

Jingdong mall officials believe that two car crashes will not bring too much impact to sales, but the concentration of sales time will increase pressure on logistics.

Every year before and after the Spring Festival, there is a high incidence of online shopping complaints.

Although in recent years, the State Post Office issued the "courier service arrangements for express companies during the Spring Festival" and threw out "hard words", logistics problems remained the biggest obstacle to the Spring Festival.

The new online group buying industry will usher in the second new year's day, which has little experience in connection with the two sections.

Unlike the B2C website, for the group buying industry that mainly promotes "O2O", new year's day and Spring Festival are the low period of the order and the peak period of group buying voucher exchange.

Therefore, many group buying websites have started the group buying project from the beginning of December.

F group responsible person said that the F group's two-day promotion, beginning in late December, will be on the line of other year-end promotional products, sales and exchange will continue until the new year and Spring Festival in January.

Another head of a large group buying website thinks that the exchange peak brought by the two new year's day and Spring Festival test the service ability of group buying websites and merchants.

"We will try our best to invest a large number of after-sale customer service personnel to solve the problem of group buying experience."

Wholesale market: collective entry and rejection season

Wholesale management seems to be unconcerned about the two links.

Related to people in the city of Bai Rong said that no matter whether the time of the Spring Festival holiday is ahead of schedule, it will not change its sales promotion arrangements, because "every year is the promotion of new year's day and the Spring Festival."

Dong Ding clothing wholesale market believes that the most favorable time for wholesale market is in the selling season, and the impact of intensive holiday arrangements on sales is much less than the four annual rejection season.

"The wholesale market is located at a low price volume, which is more related to commodity factors such as price and quantity. Unlike the previous holiday arrangements, it will not have a significant impact on the wholesale market."

An insider told reporters.

Although many clothing wholesale market managers say, the two links will not affect their business.

However, reporters still know from the stall owners, because the wholesale market is generally closed, so for merchants, this year's capital withdrawal time will be ahead of schedule, some autumn and winter products sales will also be discounted.

Take a wholesale market in the zoo as an example. Traders say that the market will have a rest for 9 days on January 21, 2012 -29, but only on the morning of -2 6 in January 30th.

Therefore, for businesses, sales in January will drop sharply, but the market will not reduce the booth rent accordingly.

"In addition to the lack of business, there is no running water during the Spring Festival. Customers who sell wholesale before the Spring Festival usually do not replenish the goods. On the one hand, they are going to return the funds. On the other hand, they have new goods at the end of the year, and they are old goods after the coming year, so they are replenishment after the Spring Festival."

A clothing dealer admitted that the two links had a great impact on the sales of some winter products, because the Spring Festival was ahead of schedule in January, so the sales cycle shortened.

He also said that the two links are not all bad things. "We intend to start selling goods before New Year's day to prepare for the Spring Festival to return to their hometown. People who will go shopping on New Year's Day holidays will definitely increase, but retail customers will be the main ones."