Clothing Industry: How To Get Rid Of Homogeneity Mistakes?

At present, for

For example, the biggest problem of holiday promotion is homogenization, that is, similar businesses are alike in the ways of promotion and resource occupation, and the attraction of promotion to consumers is getting lower and lower.

How can clothing enterprises avoid homogenization for holiday promotion?

The theme of holiday promotion depends on brand spirit.

It is often used as a special means for clothing enterprises to rush sales, paying more attention to its actual effect, that is, focusing on sales promotion, and more is a short-term behavior.

However, from the view of the overall operation of the apparel enterprises, festival promotion is also a part of the specific business behaviors of garment enterprises, and also plays a role in realizing the strategic objectives of garment enterprises.

On the whole, brand spirit is the core of garment enterprise management, and garment enterprises operate 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 the brand spirit is often not learned by other garment enterprises. It is the accumulation of clothing enterprises in the long term development, 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 promotion, system planning is more important.

Generally speaking, a part of

Enterprises have strong guerrilla nature and randomness in holiday promotion, and the annual planning is not strong.

Of course, some small and medium-sized clothing enterprises can make use of their flexibility and decision-making concentration to achieve success in special events. However, the lack of annual systematic promotion can often not form resultant force, which leads consumers to not recognize the continuity and unity of brands.

First, make clear the purpose of holiday promotion.

Generally speaking, the purpose of holiday promotion is usually 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.

Misunderstanding of "promotion = low sale"

For a long time, holiday promotion often falls into a misunderstanding, that is, promotion is selling at a low price.

As a result, supermarkets and other terminals tend to have special sales, "buy one get one" and other signs of renovation, and some products are almost daily sales, promotional activities every 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 actual holiday promotion, small and medium enterprises should pay more attention to the brand influence of large KA terminals. As for sales volume, they still have to rely on other channels, such as traditional wholesale channels.