Shoemaker'S Marketing Strategy, Summer Promotion Snow Boots

Most of the consumers are buying new sandals for themselves in summer.

Miss K has snapped up a brand on the Internet for two days.

The alarm clock is set at nine in the morning, and the first time is observed on the Internet. "55% off, we need to know that this brand is basically not discount, 2000 yuan snow boots, now eight hundred or nine hundred will be able to enter a pair."

Snow boots, plastic shoes...

For some of the flagship products, they can only be seasonal brands. How do they go through the off-season? Do they insist on not changing the product line, or expanding the route to gain more profits? The reporter made a survey of several brands.

Market dynamics

No discount or discount for snow boots.

In winter, UGG's snow boots become a must for many girls.

Reporters went to the UGG boutique for a stroll, and found that about 1/3 of the counters still had snow boots.

The weather is already in summer. Snow boots are still the core products of the brand. They do not stand for the whole year, and the snow boots on the containers do not receive any discount.

The hot weather is coming. Is there anyone else to buy snow boots? The clerk told reporters: "there are still some people trying on it. We will introduce the classic limited products in every season.

But to meet individual consumers, they may have to travel to a cold country and buy a pair of snow boots.

But after all these years, our brand already has many loyal customers, who also recognise our summer products in winter snowshoes.

Another brand YellowEarth, who has not been in a shopping mall in Hangzhou for three years, has had a turnover of more than 7 million yuan in three months.

In the summer, the brand's special counter was still wearing snow boots, but the shop assistant told reporters: "there are 30 percent off concessions for some products."

Business strategy

Adjust the product line in the off-season, and proxy other brands.

The main brand of plastic shoes Crocs, summer is the peak season of its products sales, and in winter the product is still dominated by its special plastic material, and the design is changed.

Or add wool to its classic slippers to increase the thermal performance of winter feet.

But there are also brands that do not adjust product routes, such as Brazil brand Havaianas, which has been followed by young people in recent years. The product style is a single clip toe, which is currently sold in some high-end supermarkets in Hangzhou. The shop assistant told reporters: "in winter, there will be many people to buy it, because when it's cold to go to the seaside resort, Havaianas's clip toe drag is obviously an essential magic weapon."

The shop assistant said, "there are many consumers who buy this kind of shoes in the bathroom in the home when they are in winter. They feel slippery and can be prevented from being dampened by water."

For some brands that focus on single season, they only operate a single product from the beginning, and then adjust products with market demand.

For example, UGG uses snow boots as its core product. At present, the brand is not only a sole product, but a comprehensive product of spring, summer, autumn and winter.

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UGG's sales director said: "the history of UGG's brand was started by a surfer enthusiast from Australia, who brought wool boots to California. At that time, it became a must for many surfers.

After that, UGG was acquired by the Deckers company of the United States and registered in more than 100 countries and regions of the world. The brand also developed from the original single woolen boots to the multi product line fashion, comfortable and balanced products, including shoes, bags, clothing and accessories suitable for daily life.

Reporters in the Jiangsu and Zhejiang region only authorized Hangzhou UGG retail boutique, the new sandals have been placed in the window, priced at 600-3000 yuan, in addition to women's shoes, all men's shoes products, as well as leather bags, clothing and accessories and other products.

UGG official said: "in recent years, UGG brand products are still being enriched, and the high-end all Italy handmade series UGGCOLLECTION has also been launched."

Chen Qiaoqiao, manager of the commodity Department of Yellow Earth supply company, Italy fur Technology (Shanghai) Co., Ltd., told reporters: "because there are poor elimination rules in the shopping mall, we must change during the off-season.

"

Reporters came to Yellow Earth's counters, and saw their counters representing the FLEXX brand in Italy, mainly selling single shoes in spring and summer.

As for why there is no discount in the off-season, UGG official said: "our brand global marketing strategy is not discount at boutique retail stores, but we have discount stores in Beijing, and some products will be discounted, and more outlets will be launched in other cities."

Voices from all sides

Sales in peak season can bear operating costs.

Seasonal products will experience low season, but their unique performance has a relative advantage over other products.

Chen Qiaoqiao said: "in fact, our winter sales season will support the whole year's profits.

However, we do not allow a larger sales fluctuation in the shopping mall, so we adjust to the shoes of the summer sales agency brand.

Chen Qiaoqiao said: "in general, our products fall from the autumn of September to the second year of February, which is the peak season for sales, basically about half a year.

Next, we are going to open flagship stores in some parts of the country. The first flagship store has been set up in Chengdu. At present, we are planning, and we have also found shops along the street, so that sales mode is not subject to shopping malls. "

The head of UGG said: "our brand's core product is snow boots, which has been highly concerned in recent years, but our spring and summer footwear has also begun to be loved by consumers.

Sales performance in spring and summer has also been good. There is no big difference between peak season and off-season sales. "

But for online shopkeepers, in the off-season, naturally adjusting products to strive for higher profits, shopkeepers "money and money parents" began selling Havaianas toe clips in 2009, she told reporters: "generally we start from April to pick up the tacks and then drag them down to the end of August to replace them with snow boots."