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How To Jump Out Of "Homogenization" Phenomenon In Holiday Promotion Of Clothing Stores

2012/3/31 11:31:00 9

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Clothing Store Holiday Promotion Low Price Brand Sales

For many garment enterprises, holiday promotion is no longer a novelty. We can see almost every festival.

Couture

How can businessmen avoid "homogenization" when doing promotional activities and facing numerous sales promotion?

First, make clear the purpose of holiday promotion.

Generally speaking,

Holiday Sale

The purpose is always to rush sales, but not only that.

In order to recommend new products to consumers just before the holidays, some enterprises often bind sales with old products. For example, when Jinliufu launched the six happy homes, it was bound up with the Jinliufu products, that is, to buy six lucky people to buy six lucky ones.

Of course, we can also use the main old product as a form of gift.

The key is to understand the purpose. Only in this way can the holiday promotion get twice the result with half the effort.

Holiday promotion, system planning is more important.

Generally speaking, some enterprises have strong guerrilla nature and randomness in festival promotion, and the annual planning is not strong.

Of course, some small and medium enterprises can make use of their flexibility and decision concentration to succeed in special events. However, the lack of annual systematic promotion mode often fails to form a resultant force, which leads consumers to not recognize the continuity and unity of the brand.

Misunderstanding of "promotion = low sale"

For a long time, holiday promotion often falls into a misunderstanding, that is, promotion is

low price

Sale.

As a result, supermarkets and other terminals often have "special sale", "buy one get one," and other signs of renovation, and some products are almost daily sale, promotion day to day, to the end of the consumer has been numb.

And the enterprise is also a bitter water, the price has been too low to lower, then lower will no profit.

As a result, the operation of enterprises has been plunged into the situation of "no promotion, death and promotion."

The use of low price strategies should first look at how sensitive consumers are to price sensitivity in the selection of similar products.

If consumers are not sensitive to price, even lower prices will not have much impact on sales volume.

Generally speaking, the unit price of fast food products such as snack foods is not very high, and consumers also pay more attention to brand factors in actual consumption.

Take the large KA terminal as an example, the brand comprehensive ability of small and medium-sized enterprises is weaker than that of the first tier enterprises.

Therefore, in the promotion of actual festivals, SMEs should pay more attention to the brand influence of large KA terminals.

Sales volume

Things still depend on other channels, such as traditional wholesale channels.

The theme of holiday promotion depends on brand spirit.

On the whole,

brand

Spirit is the core of enterprise management, and enterprise operation is centered around the core of brand.

Of course, holiday promotion is no exception.

Therefore, holiday promotion must focus on the spirit of brand.

More importantly, the product function can be similar, but brand spirit is often unable to learn from other enterprises, it is accumulated in the long-term development of enterprises, that is, brand spirit often has a distinct uniqueness.

In the specific implementation, we should pay attention to the following two aspects.

First, the theme of holiday promotion should be unified with brand spirit.

Secondly, the details of holiday promotion should reflect the spirit of brand.

Holiday promotions are often used as a special means for enterprises to rush sales, and pay more attention to their actual effect, that is, focusing on sales promotion, and more is a short-term behavior.

However, from the perspective of the overall operation of enterprises, holiday promotion is also a part of the specific business behaviors of enterprises, and also plays a role in achieving the strategic objectives of enterprises.