How To Improve Performance In The Off-Season Clothing Sales

　 (1) understand the needs and formulate science. Marketing Key to strategy

Although the use of scientific marketing strategy can enable enterprises to improve sales performance, all of these are based on insight into market demand. If we want to formulate a scientific strategy, we must first find consumers' demand for products, then seize the demand, create demand and guide demand, so as to formulate a scientific and effective marketing plan to attract consumers' purchase.

1, price

China's underdeveloped economic situation determines the sensitivity of the vast majority of consumers to commodity prices. In the off-season, because of the imbalance between supply and demand, the price of commodities is low, which is higher than that of high season products. More and more consumers are interested in "buying in season" to get benefits. For example, this summer's hot clothing sale in Zhengzhou and other places is the price leading factor. The famous feather clothing such as "Posen" and "Ya Ya" has been sold more than last winter in this summer. In Zhengzhou, a distributor of "persidon" in the silver based trading city has set a record of more than 300 sales a day. Analysis of its causes, in the winter price of more than 300 yuan down clothing, in the summer only about 100 yuan, the huge difference directly caused the down jacket sales. For consumers, buying in low season can get more benefits.

2, ideas

There are many products selling off season because of people's consumption concept. Such as ice cream, candy, beer and other disposable consumer goods, people's demand for these commodities in a certain period does not seem to be strong, resulting in the sales slack season. But the consumption concept is only a kind of view in the consumer's mind. It will change with the change of consumers' thoughts and the understanding of products, so the consumption concept is changeable. If beer is hot in the sky, it will turn into the off-season when the weather turns cold. But some people think that it is not suitable to drink beer in winter. Some people like to drink beer in winter. This is why beer still has sales in winter. Selling concept guides most people's consumption behavior, but the variability of consumption concept makes it impossible to guide all consumers. This part of consumers constitutes a source of off-season consumption.

3. Climate

The rotation of the seasons has led to changes in the climate. This has also created the peak season for many products. as Clothing industry The response to climate is most intense. The rise or fall of temperature will have a direct impact on the sales of clothing, and there is little demand for seasonal products. But the climate is not static. In recent years, global warming and winter temperatures are getting higher and higher. This has led to a gradual shift in the peak season of clothing. Originally in March and April, spring clothing was still in the off-season, and has entered the "peak season" in advance.

4. Geography

In the dry and rainy northwest, the rainy umbrellas to the south of the Yangtze River will flourishing, and after August, there will be no market for insecticide pesticides. But this kind of pesticides will sell well in Kunming all the year round. China is the cold winter of snowflakes, but the southern hemisphere is scorching hot summer heat. Different geographical location results in different needs of consumers. The commodities that are in the low season of sale may come to the peak season of sales.

5, strategy

As an enterprise, it is possible for strategic consideration to choose some products to be stocked in the off-season and make stock. There are three advantages in doing so. First, stock preparation in the off-season reduces costs and reduces costs, so that enterprises occupy a dominant position in the competition after the peak season. Two, inventory can be guaranteed, products will be sold well in the peak season, and the unfavorable situation will not be brought to the manufacturers. Three, it is possible to maintain relations with suppliers and enhance communication.

6, events

During the off-season, some major events may lead to a shift from "light" to "prosperous". If June and July were supposed to be the off-season of TV sales, but the 2002 World Cup war directly led to the sales of TV sets, making the sales of TV in 6 and July straight up. This off-season is not only "light", but also directly catching up with the peak season.

7, time

For some middlemen, the difference in time results in the purchase of some commodities in the low season. For example, a businessman who deals in foreign trade, he travels in the country to transport goods to Africa. It takes about 3 to April by sea. This requires him to complete the stock in 3 to 4 months before the rush season for leather goods, and then transport to Africa to catch up with the sale of Africa's leather goods season.

8, others

In addition to the above seven reasons, there are still some demand for off-season. Every year 5 - September suits are on sale in low season, but in many formal occasions (such as large meetings, formal banquets), people are required to wear suits to show the formal and importance of meetings. These consumption also constitute part of the demand for the off-season sales.

(two) seize the demand and create sales.

Through the understanding of the demand of the off-season consumer, we realize that the consumer still has the demand for the product in the off-season sales. Only after the demand is sought after the demand is found and the scientific marketing strategy is used to guide the demand, and then the demand can be expanded to improve the sales performance in the low season.

1, change the concept of off-season, and flourish the off-season market.

As the saying goes, "there is no recession, only to fail to win the battle". The sales of many enterprises have fallen off in the off-season, not because the sales of enterprises are not going out, but because the idea of off-season enterprises is causing trouble. When it comes to the so-called off-season, enterprises think that the target customers no longer need the products of enterprises, and no matter how hard they work, products can not be sold. Therefore, sales activities have not been done, market development has also been reduced, customer visits have not gone, business strategy has become rigid, and the result of such a direct result has become increasingly low sales performance, while enterprises tend to attribute it to the reason for the coming of the off-season. The result is that enterprises will not work hard even if the next off-season comes, so they will fall into a vicious cycle of "off season" sales. Haier Zhang Ruimin once said, "there is no off-season market, only the idea of off-season." Therefore, if enterprises want to improve their performance in the off-season, first of all, we must change the concept of business operation and establish a sense of "no off-season sales". I believe that only by thinking, can we have a way out and do the same in the market. {page_break}

2. customer communication, risk shifting

(1) when enterprises close to the off-season in the peak season, we must pay attention to communication with customers, do early sales settlement and follow-up sales services for old customers, liquidate customers' rebates or bonuses, avoid customers' doubts about enterprises, and do follow-up sales services. Customers need less volume in the off-season.

(2) through the communication with small dealers and various promotional means to attract them to stock up. As for the small dealers below, capital is generally the biggest constraint on their development. Enterprises can communicate with them to publicize the price advantage of stocking in the off-season, and encourage small dealers to make stock through various incentives.

3, strengthen the incentive for salesmen.

Business personnel are the main body of enterprises to do the market. The arrival of the off-season and the sharp drop in business volume often make many salesmen lack enthusiasm for work, resulting in lazy psychology and no spirit to open up the market. If an enterprise wants to improve its performance in the off-season, it must encourage more business people and stimulate its enthusiasm and creativity. In our advanced training class of Henan marketing manager, Zhao General of Henan Golden Tax printing company once said that the printing industry went to the "low season" in June and July every year. In the face of daily sales, Zhao had suddenly thought of a clever move when he was thinking about it. He immediately opened the sales working conference and announced to the salesmen the new sales policy of the company: in the off-season, that is, 6 - August, all the business that the salesman pulled for the company, the company only charges the cost, and all profits are owned by the salesman. This greatly mobilized the enthusiasm of the business people, with the efforts of all the business personnel of the company, the volume of business in the 6 months, 7 months and 8 months of the company increased significantly, but at the end of the day, the salesman asked the company to deduct the profits from the profits.

Choosing to encourage business people in the off-season can not only improve sales performance, but also find new customers, and at the same time, the hearts of salesmen can be described as "one stone, three birds".

4, sales promotion, embody care for consumers.

(1) guide demand through advertising.

The peak season for products caused by consumption concept can be changed by guiding the needs of consumers. If drinks sell well in summer, they will enter the off-season in winter. Lulu, aiming at the sales situation in the two seasons of summer and winter, disseminate "dew dew in summer" and "hot dew dew in winter" through advertisements to guide consumers through different functional appeals, publicize "cold drinks and clear summer heat, and hot drinks go cold". After this series of publicity and publicity, people have changed the habit of drinking less beverages in winter, and promoted sales of products effectively.

(2) attract consumers through business promotion.

The price advantage of off-season is a major factor that attracts many consumers and dealers. Discount, buy gifts and improve the added value of products can attract a lot of consumers who are sensitive to price. Besides, for some dealers who choose to sell in the off-season, the price factor is the main reason for their risk taking stock.

5, adjustment, another source of performance growth.

When the consumption demand in the regional market can not reach a certain limit, enterprises can expand the scope of the market to increase the demand of consumers. In the off-season, it is more conducive for enterprises to make strategic or strategic adjustment.

(1) developing new markets

Enterprises can choose to develop new markets in the off-season. This is mainly due to the fact that most of the competitive brands in the off-season are in a dormant period, and the management of the market has been weakened and the investment in advertising has been greatly reduced. When enterprises choose to enter the market at this time, the interference information will fall to the lowest point, which will help enterprises seize the channel and publicize the brand image, and the expansion of the market will result in the improvement of sales performance. A company that produces popular foods has a clear and light season in its history. The reason is that the enterprise only pays attention to the development of the urban regional market, and only pays attention to developing the sales channel of wholesalers. The result is that sales volume shows drastic cyclical fluctuations, and enterprises have suffered losses for many years. When the enterprise accepted the suggestion of the external brain and developed new passages in the off-season sales, the salesmen of the enterprises jointly developed the suburban market vigorously, vigorously developed new channels such as shops and institutional consumption, carried out the busy development of new markets and opened up new channels, so that the enterprises achieved no sales in the off-season, and sales continued to rise. Only three months later, they lost their profits.

(2) market Shift of gravity center

The peak season of products may have different time intervals in different places. When the market of some kind of products is stored in the south for the off-season, it may begin to enter the peak season in the north; when the domestic market enters the low consumption season, it may be entering the peak season of consumption in the international market; when there is a low season in the urban market, there may be no signs of off-season in the rural market or the urban rural junction market; when the market and shops purchase the off-season, the consumption and purchase in the railway stations, airports, tourist attractions and other places are always strong; when wholesalers complain about the arrival of the off-season, the large scale direct selling activities facing the final consumers will often get unexpected results. The key lies in whether the enterprise can grasp the market demand and shift the market focus with the demand transfer in time. A pesticide manufacturer in Henan has shifted the market on the basis of the difference in the crop cycle caused by the difference in climate between the north and the south. When the North entered the low season of pesticide sales, he shifted the market focus to the south, and timely adjustment of the market made his sales no longer "off-season". An enterprise that produces high-grade sheepskin mattress is selling in the domestic market in winter. The summer is the off-season, but in the international market, it is the opposite. In summer, it is the peak season for shipment. This is because foreign merchants purchase and stock up in summer. The enterprise only made the domestic market in the past, resulting in half a year's busy half a year's leisure, and the economic results were not satisfactory. The company has accepted the new marketing concept of "off-season". At the same time, it has developed two domestic and international markets. It has realized that there is no off-season sales, sales doubled and economic benefits doubled.

6, innovation, profit growth point

(1) another reason for sales slack season is that products can not meet the needs of current consumers. At the same time, increasing the function of products can meet the needs of consumers in the market. {page_break}

If summer suits are too hot, people must wear suits in certain occasions. In response to this demand, the cool bird suit has emerged as the times require. It meets the needs of both summer wear and Western clothes, and can satisfy more consumers. In the face of the doldrums in winter, some manufacturers have developed warm beer and chafing dish beer, creating new hot spots in the cold winter beer market, and also bringing new profit growth points for enterprises.

(2) broadening the product line can also meet the needs of consumers.

Still with clothing For example, the demand for suits and down garments decreased in summer, and the demand for T-shirts and shirts increased greatly. At this time, the company can expand its own product line, produce Western-style clothes in winter, and produce T-shirts in summer, and the products are sold on the market all the year round. When this product enters the off-season, it enters the peak season, supporting the sales performance of enterprises at any time with profit growth point, so that there is no natural season for sales. The management team of a liquor making enterprise attaches great importance to the development of new products and the formulation and implementation of product structure adjustment strategies. In recent years, based on in-depth market research and market forecast, the enterprise has developed medium and high liquor for the northern rural market, low alcohol liquor for the southern rural market, medium grade liquor for the consumption market of small and medium-sized cities, high grade and low alcohol liquor for restaurants in large and medium cities, and at the same time, they have developed low-grade black rice wine and a series of beverages suitable for summer consumption, making the whole enterprise in the busy state of production and sales all year round, and there is no difference between the selling season and the peak season. In particular, through the implementation of the strategy of product structure adjustment, the enterprise has completed the strategic shift of the leading product with low alcohol as the leading product to the medium and high grade liquor, and realized the business development goal of the simultaneous growth of sales volume and profit margin.

7, reduce costs = increase revenue

It is an indisputable fact that sales performance will decline in the off-season. When enterprises are trying to achieve little improvement in performance through various marketing efforts, enterprises should consider the equation of "reducing costs = increasing revenue". The cost reduction is mainly caused by the reduction of management expenses in the off-season. Marketing expenses are mainly composed of business entertainment expenses, public relations fees, travel expenses, office expenses and other basic operating expenses and marketing expenses. Because of the esteem of the so-called emotional marketing and the intensification of market competition, the high marketing cost has been causing endless troubles for enterprises. In this regard, enterprises in the off-season sales should strengthen the control of marketing costs, reduce consumption.

(1) strengthen the supervision of salesmen;

(2) formulate a reasonable proportion of marketing expenses and control the marketing cost under this ratio.

(3) establish and improve the mechanism of supervision and examination of marketing expenses, such as combining the reimbursement of bills and the basis of the credentials of bills, if the reimbursement of marketing expenses is reimbursed, third party monitoring certificates and feedback data must be provided.

(4) strengthen the inspection and control of various marketing campaigns.

In the face of alternate seasons like seasonal rotation, enterprises can only lead the consumption with a positive attitude and implement creative marketing, so that they can get out of the vicious circle of the off-season and improve their sales performance.