Garment Retailing Meets The Spring Festival In Dragon Year

According to statistics from foreign countries, clothing consumption will be the main category of growth during the holiday period.

For the most important Christmas holidays in Europe and the United States, clothing is ranked second on the holiday shopping list.

This is because 33% of consumers who cut down on shopping expenses due to the recession have cut clothing consumption by 33%.

In addition, 66% of consumers said that they wanted to get holiday gifts as clothing. Obviously, clothing would be a real gift from two aspects, which are planned to buy for themselves and the types of gifts they want to receive.

From the level of consumption,

Insiders said that doing a good job in sales during the Spring Festival can not only win the first prize for a year's sales, but also ensure that the sales task of the whole year is guaranteed.

Therefore, during the Spring Festival, brands and businesses will start early and plan various kinds of Spring Festival.

Busy holiday promotion in department stores

During the new year's long holiday in 2012, the department stores and shopping malls all over the country used all kinds of skills to promote sales and offer discounts, hoping to get a good start in the first holiday economy of 2012.

Promotion thirty-six plans

First, from the perspective of Beijing, the Beijing department store, in the new year's Day holiday, launched the "New Year's happy delivery". With cash consumption of 300 yuan, electronic integrals ranging from 180 yuan, 150 yuan to 120 yuan were sent, and from December 31, 2011 22:00 to 2:00 the next day, on the basis of "full delivery", the total cash consumption was 3000 yuan plus 100 yuan new year's gift list.

The promotion measure for blue island mansion is that from December 31, 2011 to January 12, most of the clothing products were "full 100 yuan minus 30 yuan".

Jun Tai Department's "cross year feedback crazy rush" is from 5 p.m. to 70 percent off p.m. in December 31, 2011, and some women's shoes and down clothing products are below the 70 percent off discount.

The new world in Shunyi is closed for 36 hours. From January 1, 2012 to 5, the new winter dress "99 minus 70". It also promoted the holiday sale of department stores by organizing cultural activities such as "New Year's comic dialogue" and "super girl singing".

In the new year's day of 2012, the length of business hours and the lowest discount of all major department stores in Beijing were stronger than in previous years.

Moreover, from the point of view of activities, the activities of Beijing shopping malls in 2012 are far richer than last year. Last year only a few blue harbor and Chongwenmen new world were launched. Last year, the whole army was dispatched to attract young consumers and stimulate the consumption of people.

"Last year, the business market was relatively cold. In order to seize the peak shopping season of new year's day, the major shopping malls must have a new marketing concept to attract consumers.

In addition, this year's new year's Day is quite close to the Spring Festival. Buying new year's products in advance is also one of the consumption trends. The rise of new year's marketing across the new year is also normal.

Beijing Jun Tai Department, a person in charge said.

In Tianjin, Zhongyuan Department Store launched a large-scale promotional campaign with the theme of "New Year's new products and luxurious gifts", especially on New Year's day, when shopping for department stores and clothing items totaled more than 500 yuan, they could participate in the shopping full gift activities.

The promotion of the market is also very strong. Clothing has launched a special new year's special offer of seventy percent off, most of the shoes brand "200 yuan to reduce 168 yuan", leading the brand "100 yuan to reduce 55 yuan", and at the same time, after shopping, there is still a chance to enjoy the annual gift from the market, and get 10 grams of gold bars with a total of 80 thousand yuan.

Such a big promotion and profit making really make consumers very interested.

The Baisheng shopping center in Nanning, Guangxi, not only gave a discount of 4.5 discount in December 31, 2011, but also gave the members a preferential policy of 6 times the total score of shopping.

Miss Li spent nearly 3000 yuan to buy two knitted sweaters 20 percent off and a discount bag.

Ms. Li said that these brands are basically not discounted on weekdays, although the discount rate is not large, but 3000 yuan can get 18000 points, and 2000 points can replace 20 yuan in cash, which is still more cost-effective than usual.

Even some shopping malls because of the intensity of the discount is too large, resulting in a sharp increase in people's traffic, we have to limit the number of people admitted.

Hunan Changsha new good business chain leader said that after the new year's day, it will be the climax of the sale of new year's products. At this time, businesses can attract people's attention.

More importantly, some department stores predict that in the 2012, how to stimulate domestic demand has become the consensus of many businesses, influenced by the international economic situation and the domestic economic development. Choosing to launch during the new year's long holiday can not only accelerate the clearance of last year's inventory, but also provide consumers with the determination to sell profits and win more sales in 2012.

Sales surged

Unlike other holidays in different periods, new year's day consumption is mainly family oriented, and consumers prefer clothing and clothing products.

Clothing and clothing products are the main "gold suction king" in the major department stores and shopping malls, and the main support for the realization of holiday economic benefits.

According to the monitoring data released by Beijing business information consulting center, 3 days of new year's Day holiday in 2012, 127 key business services enterprises achieved a total retail sales of 2 billion 650 million yuan, an increase of 14.4% over the same period last year.

Among them, department stores grew by 13.2%, professional stores and professional markets grew by 17.9%.

In particular, the sales volume of Cui Wei building is the largest, reaching 90 million yuan, up 6.1% over the same period last year.

In Shijiazhuang, according to the monitoring, the sales revenue of 10 major department stores, such as Bei Guo stock, East purchase and Jianhua, was 193 million 484 thousand yuan on holiday for 3 days, an increase of 49.2% over the same period last year.

Clothing products such as cashmere, feather and other warm products are popular with customers, and men and women wearing red elements are popular, with the highest turnover rate.

In Guangzhou, at the beginning of the new year, the temperature dropped suddenly, and the public bought early cold equipment. And before the Spring Festival, many people had the dress requirements for the new year's banquet. According to the businessmen, new clothes such as coats, sweaters, evening gowns, boots, high-heeled shoes and handbags were on the rise, up nearly 30% over the same period last year.

Top brand cashmere wool fashion increased by more than 45% over the same period last year, while the sales volume of clothing with a unit price of more than fifty thousand exceeded the estimate of the shopping malls.

In Ningbo, according to Yintai department store Ningbo company, on the 3 day of new year's day, the total sales volume of 4 stores in Yintai department is nearly 60 million yuan, among which the most popular selling product is winter clothing.

The situation of Ningbo second department stores is also similar. "New Year's day 3 days, we made 35 million yuan sales volume, an increase of nearly 20% compared with the same period last year.

Almost every day people are crowded, compared to the "eleven" golden week when all hot.

Dai Defu, manager of Ningbo second department store planning department, said that the biggest bright spot in New Year's consumption was gold and winter clothing, which accounted for 50% and 40% of the total sales respectively.

Shandong Qingdao, Mackay, sunshine department store clothing increased by more than 25%.

As the capital city of Ji'nan, it seems that the number of clothing sales in the key shopping enterprises such as Ginza shopping plaza and Hualian has increased by more than 50%.

In Northwest China, according to the monitoring data of 13 key business circulation enterprises in Xining, Qinghai, the sales volume of new year's day in 2012 was 83 million 792 thousand yuan, an increase of 21.2% over the same period last year.

Fashion brand spring festival marketing

For the coming Spring Festival, the clothing brands are full of anticipation and eager preparation. For the important season of marketing in 2012, every clothing brand has made adequate preparations.

Brand clothing adds "new connotation" to the Spring Festival

Wang Weiwei, manager of the media department of Fujian's Limited by Share Ltd, said that marketing is always in the making. The Spring Festival is a big trend.

As the most traditional festival in China, Chinese people used to celebrate the lunar new year, greeting new year, adding new clothes, eating delicious food and so on.

Adding new clothes is another important link, which is an opportunity for the clothing retailing industry.

Thanksgiving is an important cultural connotation of Chinese traditional Spring Festival.

For the odd, thanksgiving culture has been deeply rooted in the construction of corporate brand culture, and the Spring Festival has become an opportunity for enterprises to express their gratitude to customers.

On the one hand, promotional activities can be carried out to help customers express their gratitude to customers, so that customers can buy costumes with high cost performance for the Spring Festival. On the other hand, Nash also advocates that customers should inherit this Thanksgiving and be grateful to those who are grateful.

When talking about the wonderful tricks of the Spring Festival Promotion, Wang Weiwei said: "the three major parts of the market are operation, commodity operation and logistics support.

Market operation is responsible for the formulation of marketing strategies, window programs, display programs and other marketing programs and sales organization work, commodity operation according to the marketing plan to supplement, allocate, pport goods, logistics support is responsible for marketing plan to provide publicity and related necessary materials preparation.

In the past years, most of the promotions were made through discount, and this year, the company launched an event marketing with the celebration of the "10th anniversary" celebration, and launched a promotional policy entitled "Thanksgiving ten years passed by ceremony".

That is to say, free gifts to 10 members of the 100 yuan shopping coupons can be used for their own consumption (each can only be used for 1 sheets), and during the Spring Festival, this card can be used as a gift to all the people who need to be grateful, so that they can enjoy the benefits of the odd gift.

A certain amount of money can also be used to participate in the free lottery.

It is worth mentioning that each "Thanksgiving heritage card" has three signatures, and each inheritor can sign on the back of the card, in order to continue to inherit and remember gratitude.

The head of marketing department of Su Lang fashion (China) Limited believes that the theme promotion of holidays is becoming more and more prominent in the whole marketing network, and the influence of Spring Festival on brand marketing is immeasurable.

Through the marketing planning activities during the Spring Festival, we can attract customers and promote sales in the short term with high quality services, attractive prices, and festive shop atmosphere. On the other hand, we should enhance the connotation of brand image, enhance brand image publicity, enhance brand awareness and reputation, and further promote the brand building of Shu long.

"After 18 years of growth and accumulation, the parkland brand gene has the dual characteristics of internationalization and localization. This means that our brand campaign will combine with the customs and habits of China for thousands of years, based on in-depth market research, according to the Chinese consumers' love and cultural background.

In the future, Parker Lane will create exclusive marketing channels.

Cao Shengkui, chairman of Beijing Carmen Fashion Co., Ltd. said: "Chinese people like to change their new clothes during the Spring Festival. Although with the improvement of people's living standard in recent years, we can not wait until the new year to change into new clothes, but the habit of buying new clothes before the spring Festival is following.

So for clothing brands, sales during the Spring Festival can basically account for 20% of the total annual sales.

Children's Spring Festival sales promotion effect will be better, because new year's Eve to buy new clothes for children is Chinese custom.

Generally speaking, the sales of children's wear brands during the Spring Festival can basically account for about 30% of the annual sales.

Special plan and holiday dress for Spring Festival

During the special planning of the Spring Festival, the responsible person said that during the Spring Festival, fierce market competition and strong market demand made marketing activities not only require enterprises to launch marketable products quickly, set up attractive prices, make the target customers easy to get the products they needed, but also ask them to take the opportunity to strengthen or reshape their brand new image in the market during the Spring Festival, design and disseminate new, unique appearance, characteristics, purchase conditions and products, bring benefits to the target consumers, etc., and communicate and promote activities according to different consumers' cultural background, income and local culture, and use these tools or activities to fully display the information in special times and special locations, so as to form supernormal scale consumption. Market share of Sulan fashion (China) Co., Ltd.

He also said that at the end of each year, he would do some thematic marketing planning activities.

Shu Lang always walks in the forefront of Chinese fashion sales, pays attention to the needs of the market target groups, and links marketing with brand building, and carries out various brand marketing planning activities based on the purpose of brand image building.

During the Spring Festival sales, sales accounted for a relatively high percentage of winter sales. This result often benefits from thematic promotional activities and the unremitting efforts of all marketing staff.

When he talked about the annual festival of Parker lane, he said, "through investigation, diamond snow, lucky deer, Chinese red and twelve zodiac animals are among the most popular new year auspicious patterns of consumers.

As a result, following the introduction of diamond shaped snowflakes, lucky deer and other products in the first three years, in 2012, a series of new "dragon clothing" products were launched. The festive red, yellow and traditional Chinese soaring dragon greatly satisfy the needs of the vast number of consumers.

At the same time, "dragon dress" is also introduced by Japanese designers, "holiday dress", from the product mix to achieve the perfect combination of internationalization and Spring Festival folklore.

Kong Hang also said that the marketing activities of 2012's Spring Festival will explain the theme of activities such as "happy, shared, happy, and reunited", so as to enhance communication and emotional resonance with consumers. Breaking through the past Spring Festival promotion is the operation limitation of simply buying products, and widely disseminated the brand attribute and brand concept.

In the terminal shop atmosphere construction, it is also used skillfully, with Chinese style decoration filled with stores, layout and display is more abundant than most children's wear brands.

As for whether or not to match the festival's holiday costumes, Wang Weiwei said: "Nash has fewer styles for the Spring Festival, but combines the most fashionable elements of the current trend, aiming at the special needs of customers during the Spring Festival to match the products, such as the introduction of friends and classmates gathering, visiting relatives and friends, meeting elders, holiday and other related costumes to make a combination of sales.

Spring Festival market for online clothing brands

E-commerce has become another consumer's largest shopping channel. Clothing products are the largest category of online shopping market in 2010, and have maintained rapid development in recent years.

In 2010, the size of clothing online shopping market was 105 billion 240 million yuan, the growth rate reached 111.2%, and the 2011 apparel online shopping market reached 204 billion 900 million yuan, an increase of 94.7%.

It is estimated that the overall size of clothing online shopping market will reach 519 billion 500 million by 2014, and the proportion will reach 27% in the overall online shopping market.

Such a huge market share and rapid growth rate can not be underestimated. According to statistics, the holiday is also a period of surge in electricity suppliers and orders. What are the initiatives for the Spring Festival sales providers? For this reason, we interviewed Meishan, vice president of Beijing nine & amp; Shang Technology Co., Ltd.

Meishan said: "the Spring Festival is a good time for us to sell.

In the festival, businesses will have preferential activities, discounts and new products.

This feature makes good use of the shopping psychology of consumers, thereby increasing sales.

Our Masa Maso will launch a series of sales activities during the Spring Festival in 2012 to attract consumers' attention through new products and discounts, thus promoting our sales during the Spring Festival.

She also mentioned that the marketing layout of Spring Festival in Masa Maso in 2012 was divided into two parts, namely pre warming and preferential activities during the Spring Festival.

From January 8th to January 15th, mainly before the Spring Festival Promotion, because this stage is the anniversary of the women's clothing brand Vivian, so Masa Maso launched the "celebration" activities, the highest 50% discount for men's wear, and the "dragon" elements in the visual design of activities, further warming up activities for the Spring Festival.

During the Spring Festival, the promotion plan is still being further adjusted. The activity that is now on line is the anniversary of Vivian's women's wear. The last wave before the Spring Festival is the winter curtain call season, with 4 folding and 40 percent off capping.

In 2011, Meishan talked about Christmas sales: "during the Christmas season of 2011, Masa Maso launched the theme of" Merry ChristMasa ".

We skillfully combine the Masa brand with the English "Christmas" of Christmas. If we log in to our official website and enter the cell phone number of the gift giving object, we will send the verification code of the gift to the recipient's mobile phone, and the recipient can choose to exchange gifts or points in our official website.

While promoting activities and giving blessings, we further expand the brand influence so that more consumers can understand, understand and buy Masa Maso brand men's clothing, thus promoting the improvement of their performance.

Meishan believes that the festival has a special emotional color. The festival like Spring Festival is a good time for relatives and friends to give gifts to each other and to convey blessings.

Coupled with the improvement of people's material living standards, they will also have higher requirements for their clothes. They will always buy new clothes, especially for online clothing brands.

Because choosing online brands can help consumers get rid of the trouble of shopping on the street, they can buy new clothes easily and quickly without leaving home.

Masa Maso hopes that through this year's Spring Festival sales activities to further expand the brand influence, the sales volume can also reach a higher level, so as to move towards the goal of Masa Maso "high-end men's clothing online shopping first brand".

In 2012, the pace of the Spring Festival has been approaching step by step. The channels and brands of clothing sales are ready to be ready for the first wave of the 2012 sales season.