The Embarrassing Promotion Of Chinese Garment Enterprises

The homogenization phenomenon of Chinese garment enterprises is very serious. Whether they are fabrics, quality or style, or even terminal store display are all the same. There is little difference between brand and brand.

At this time, sales promotion has become the most direct cutting edge of brand competition.

The most direct way to promote sales is to cut prices.

Promotion means: discount

The main selling channels of clothing products are shopping malls, supermarkets, * * stores, wholesale markets and clothing retailers.

As the most important sales channel of brand clothing, the market counters are now facing the collapse of the price system which has been carefully constructed by the Chinese clothing brands because of their disorderly competition. In order to enhance the popularity and sales volume, the major shopping malls often force the garment enterprises to discount and give away promotions, such as festivals, holidays and promotions, and so on.

It's twenty percent off today, three hundred to one hundred tomorrow, and three hundred to one hundred and eighty after two days.

For shopping malls, sales mean profits. The bigger the profit, the better the market will not care whether your clothing business is alive or not. Your company is unwilling to join in.

Why, many garment enterprises only swallow the bitter water to their stomach.

Usually, discount sales in a city's shopping malls have a huge impact on the brand. The window function and radiation ability of a type of shopping mall will directly lead to the price confusion in the brand area. The discount price of a brand in the shopping mall will inevitably lead to the brand's numerous marketing channels to follow up. Once the original price rules are broken, it will be difficult to think about upgrading and stabilizing prices.

Although many of the products are discounted to clean up stocks or promotions to attract popularity, many brands are forced to adjust prices when they are listed, which hurts the profits of the manufacturers and violates the original pricing strategy. On the other hand, it damages the brand image, which is similar to the chronic suicide of the very vulnerable Chinese clothing brands.

A lot of clothing companies tried to resist the huge discounts and concessions of shopping malls, and some brands boycotted the shopping malls. But in the end, if there were several brands diving, the alliance would be bankrupt.

Moreover, there is fierce competition between shopping malls and shopping malls. Therefore, sales promotion instructions are usually mandatory, and clothing brands in shopping malls must obey.

Otherwise, it will be out.

Sales promotion two: buy gifts

There are also some commonly used discount pricing methods, such as gift vouchers, such as buying one get one, such as cash rebates.

Sales volume may go up, but it has already sacrificed a lot of profits. On the one hand, customers always have doubts about the quality of price cuts, and the next time customers will stare at your prices.

Since consumers have enjoyed the benefits of buying one get one, if you don't buy him one or two next time, I'm afraid the customer will not buy it again.

The promotion of VIP cards is a favorite way for clothing companies, but now there are more and more brands of VIP cards, and the application cards are becoming easier and easier. Even people in the street are distributing VIP cards to you.

Usually, a VIP card can only play an awkward 8.5 or 10 percent off, but when it comes to activities during holidays, some brands can still sell less than 15% off. The VIP card can not see any "VIP" treatment. Many of the corporate VIP treatment is just a waste of water, and consumers are not getting any cold on the VIP card.

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Buying gifts is another form of promotion commonly used by clothing companies. The usual practice is to get a gift if they buy it. In order to reduce costs, gifts are usually small gadgets. But the attraction of gadgets is large enough. If we want to attract consumers to pay for their bags, it is not enough for a gift without a certain magnetic field.

Small consumers are hard to move.

One year, usually eight promotions of big and small seven, the gifts are always sent to a few things, and other brands are sending the same gifts. Do you think the attraction of such promotions can be large?

There are also some gifts that are more tempting and more expensive, but this is cost effective. Similarly, the threshold for getting gifts is much higher, which requires you to pay more for shopping in your pocket.

Some enterprises also like to do raffle, scraping and other activities. Awards are usually very tempting. Maybe there are notarization offices. The way they look pretty, but nowadays consumers are smart. They are more concerned about not winning prizes, but the chances of winning, and whether they can be honored.

The awards of many enterprises are virtual, or some of the informants must be put on show.

After several awards, customers do not believe in this set. They all want to see the real price discount.

Sales promotion three: holiday promotion

Today's holiday is usually a good season for clothing manufacturers to promote sales.

There are several golden week consumption in China every year, and the merchants take a fancy to the consumers' pockets in the golden week. They want to stimulate consumption through promotion.

Therefore, often in the face of major holidays, enterprises will find a period of low consumption, because the people who buy things are bought during holidays, and the market will inevitably enter a low ebb.

After many practices, enterprises find that prices are the most persuasive weapon to promote sales effectively in holidays.

For example, on the road to Beijing, Guangzhou, holidays are often seen in a crowded place. Those discount, cheap and fashionable casual clothes are sold out.

As a result, the brand image of some famous casual wear brands is gradually blurring, and they are becoming synonymous with popular and cheap clothing.

Nowadays, the fashion industry is also popular in sales promotion, which can earn a lot of calls. Usually the audience is surrounded by three layers of three stories, and murders many journalists. After all, handsome young men and beautiful models have absolute high ratings in the eyes of ordinary people.

But the result of many shows is usually like this. A company has spent a lot of money doing a lot of fashion shows in a shopping mall, but it finds that the onlookers are mostly migrant workers. 90% of these spectators do not have the spending power at all.

Some enterprises will find that after the show, sales in the two or three days after the show seem to be a little better, but the heat of the fashion show is over, and everything is back to the past.

All of these are the reality before Chinese clothing enterprises. The reality is always cruel, and clothing enterprises must face and ponder.

How to find a balance between promotion, sales and cost, and how to maximize the promotion effect, are the questions that should be seriously considered by managers of clothing enterprises and market and planning departments, so as to enhance the competitive level and promote the development of the entire garment industry.