Four Promotional Practices Of Shoe And Clothing Market

I have entered the marketing management center of HQT group marketing company, so far, I have been busy travelling around the country to see the market, and I have discussed with many divisional managers and distributors all kinds of problems in the market. I am going to collect some essences on the actual operation of promotional activities, and provide some references for you. One of them is to take the pulse promotion rules: Interview with HQT manager of Beijing branch, an expert once said that sales promotion is more and more like the "chicken ribs" of manufacturers and businesses. But some experts once said: "no promotion, no chicken bones." In the face of competition, evasion can only wait for death. Nowadays, with the coming of the "feeling consumption" era, the buying habits of consumers have changed a lot. Consumers are increasingly "arbitrary". Therefore, careful planning of all kinds of promotions is very important. In my opinion, before promotion, we must first identify who to disseminate, determine the information receiver, disseminate what information and when and where to disseminate. In terms of specific planning, several tasks must be done well: 1, accurate positioning and distinct themes. Is it true to consumers' brand image or reality sale? 2, determine the best sales promotion plan. In addition to careful planning and personnel arrangement, there should be a good plan for the purpose and theme of the activity to go deep into everyone's mind, fully mobilize their enthusiasm, and give detailed promotion plans and details training to the promoters. 3, determine the time, promotion time sooner rather than later. It's best to be three days earlier than the opponent, so as not to be beat by the opponent. A good plan should also take a good time. 4, create a good atmosphere. For example, POP poster should be colorful, and the music of the shop hall should be appropriate to stimulate customers' desire to buy. 5. Develop an appropriate sales target and incentive plan. 6, control the promotion cost, we must "suit ourselves", so that we can achieve better results. 7, make a summary of the assessment, and accumulate experience for the next promotion. Finally, there are four points to note: 1, the investigation is in place, the publicity is misplaced; 2, the source of goods must be well prepared; 3, the location of activities is remote and the customers are scarce; 4, the time is best controlled within a week. Chef two: create a warm visiting object: HQT Hunan Changsha dealer, in fact, the idea of promotion should be many, but for holidays, the most important thing is to create a festive atmosphere, we must let the warmth reach the hearts of consumers directly. Now I would like to share with you the way of operation during the Spring Festival (thirty to fifteen January): first, welcome speech from "welcome to come" to "good new year". Don't belittle such a tiny adjustment and such an old saying, it's very effective during the Spring Festival. We can feel this sentence clearly. Every customer who enters a store seems very happy. He responds to the guide with the same "New Year's good". Thus, the distance between them has been narrowed down. The second is ingenious "red envelope". Generally speaking, we do not discount on weekdays, but if we can make a profit in the holidays, we will attract customers. From the first day to the fourth day, we will give each buyer a red envelope, a coupon worth 19 yuan. Although the discount rate is very small, the red envelopes in our Chinese tradition are giving others blessings and wealth. In fact, at this time of the lunar new year, we will not be so fussy. And my cleverly thing is to make an article on the numbers. "19" contains "long and long" meaning, which means that everything is going well in the coming year. It turns out that this method is very effective. According to my rough statistics, 30% of coupons are purchased in two days in second days. In fact, we did not advertise either through the oral dissemination of customers. Oral communication is the best advertisement. Third, it's a chic gift. It is a common practice to promote sales and send gifts, but the key problem is to send the right things at the right time. There is no originality in the way of shoe polish before. Moreover, for many customers, these should be necessities, so we need to polish them. This year's first month seventeen is the Western Valentine's day. Our practice is: the female customers on the same day buy shoes, we will send out purses or belts. In traditional concepts, these things all have the meaning of "controlling men's money" or "binding the beloved man"; when male customers buy shoes, we will send him roses and let them give them to their sweethearts. Customers think our thoughtfulness, especially the female customers, is very touching. Three: find the best profit making point: visit HQT: Fujian company, from my own past experience, sales promotion, including holiday promotion, is aimed at dealing with seasonal products and brand image promotion. The successful promotion is mainly concentrated in three aspects: first, the promotion of new products at the end of the season; two is the activities of major festivals such as Christmas, new year's day and Spring Festival; three, the new store opens or stores store new energy. From a consumer's point of view, the biggest attraction for sales is their benefits. Therefore, before preparing for promotion, we must investigate the needs of consumers and find a good way to make profits. Here are a few of the ways that I have successfully done before: first, to send different red packets according to the different consumption amounts of consumers, which is actually a clever discount. In November 1st of 03, we made the "HQT heart red envelopes" promotion in Zhangzhou, Fujian, which took the form of sales of more than 40 thousand on that day, and sales reached 130 thousand in November 5th, creating a miracle in Zhangzhou's shoe industry sales. Second, start the profit making project at the end of the season. There are many ways to make profits. For example, customers who have already bought shoes through the turntable to fight for the profit giving schemes they may get, such as tagging directly on promotional items. Of course, the most effective way is to introduce a systematic profit sharing scheme - how much to buy to make profits according to the corresponding proportion. Third, clever bundling. For example, we operate in Quanzhou, Fujian: before the event, we made several bundles of bundles according to the style of all promotional items, with 5 pairs of combinations and 10 pairs of combinations. Of course, this form is mainly to promote family or group sales. In short, profit making is always interesting to consumers. However, it is very important to make a good budget before making a sales promotion. Four: promotion of the old customers: HQT, a dealer in Anhui. Whenever a holiday enters a shopping mall or a pedestrian street, all of the sales promotion activities that come into your eyes are all kinds of promotional activities, such as: how much to buy, how much to buy, what discount to sell, what gifts to give and so on. All businesses are racking their brains and applying their own strategies to improve their sales. In view of many years of experience in running HQT stores, we believe that discount and rebate are not permanent magic weapons. The purpose of sales promotion is to improve sales, but its object is customer. Blindly pursue sales at the moment, discounting the holiday season, and will lose the old customers who bought before the discount. In the background of the crazy price cut in China's automobile market, the Japanese Toyota Corporation did not cut prices, taking into account hundreds of thousands of old customers. In February 28th of 05, they announced that the accord price was reduced by 20 thousand yuan, on the grounds that the parts were made locally, but they explained it to the old customers well, which made the old customers' hearts in balance. After all, the old customers were the source of their profits. In today's society, we often talk about people first, while we do everything in a customer oriented manner. I think sales promotion should focus on the old customers. During this time, I just did a sales promotion, the theme is: "return the old customers, HQT leather shoes for old, HQT old leather shoes worth 38 yuan for HQT leather shoes". After the news spread, some customers brought the HQT old leather shoes four or five years ago. I gave them a discount, and bought new shoes on their feet. I am happy in my heart: one is to repay these old customers for many years, and the two is that I have retained this batch of old customers. In fact, these old shoes are not worth a cent to me, but they can be used by old shoes to make profits for the old customers. Some old customers say, "ah!" My old shoes are still missing, and I'll keep my old shoes next time. I said yes, we will do that later. This promotional campaign is more successful, which ultimately lets customers find the added value of HQT. Three hundred and sixty-five days a year, tens of festivals and festivals. There are different groups in different festivals. For example, the fine tradition of Chinese people is to honor the elderly. Mother's Day is certainly a good time to promote sales. I bought many carnations from the flower shop. The advertisement is designed to buy a mother's shoes to send a carnation and a daughter to her mother's love. The sales promotion was really successful. The customer did not buy your shoes for the carnation. Instead, the customer came to the store, you reminded her, bought a pair of shoes for her mother, and the carnation that the customer wanted to buy for her mother, we had already prepared for her. There are many festivals in China. There are many reasons for promotion. In a word, everything for customers, as long as festivals do not forget your sincere customers, there must be many treasures in the festival promotion.