How Do Garment Enterprises Face The Low Consumption Season?

　　 clothing How can enterprises face the discount of consumption in the off-season? Xiaobian take you to see.

Take down garments as an example. This is a product that is highly dependent on the season. For a long time in a year, it is a low season for sales. Well, Down Jackets Dealers must take appropriate measures in a relatively long sales slack season to increase sales and reduce inventory backlog.

On the whole, the sales season of clothing industry is in June, July and August each year. Of course, due to their own attributes, each category has a slightly different time in the off-season, and the measures have their own uniqueness. But for now, some clothing brands take discount sales in the off-season, so as to enhance sales, and second, to digest inventory, it is a common practice.

　 Discount is not the way to win.

Some time ago, our reporter visited some shopping malls in the capital and found many. Clothing brand They started selling discounts, ranging from 3, 5 to 30 percent off. At that time, a clothing brand salesperson told reporters that in the absence of a discount season for clothing sales season, coupled with the current large inventory of business reasons, price promotions is a common means.

Shu Lang is a famous brand of women's clothing in China. Song Chengli, deputy manager of the Brand Company culture and media, told reporters that due to the diversification of his business category, the sales situation was affected by the season though it was, but it would not be dominant. In the past ten years, in order to meet the needs of market diversification and meet the needs of different styles of different groups, on the basis of the original development of Shu Lang brand, we have launched many brands such as the beautiful cane fashion leisure series, GOGIRL little Shu dress, masterpiece, intoxicated, clot, wind and pine, GOGIRL KIDS children's wear and so on.

The marketing activities in the off-season need to be determined according to the specific circumstances, and there are various ways to promote clothing sales. But if we rely too much on the simple discount, we will have the opposite effect. Moderate discount activities have a certain effect on the promotion of clothing sales, but it is not appropriate to introduce discount activities too frequently. This is more likely to result in the loss of consumers' consumption and easy to produce fatigue for consumers. It does not have much attraction, and it will damage the brand image, which is not conducive to the maintenance of discounts, and will affect subsequent sales.

Water boy is domestic. Children's wear Brand, the brand marketing chief said, there is no obvious off-season in the year, but it is better than the Spring Festival sales. After the Spring Festival, it will be slightly lighter for more than two months. After August, it is basically the peak season.

He believes that the discount of clothing brands in the off-season has been effective in the early stage of market development. With the strengthening of brand competition and the maturity of consumers' consumption concept, the effect of discount on promotions has become increasingly limited. Price is not the only factor to achieve purchase. Brand style, brand image and brand service are becoming more and more important factors in purchase decision. For clothing brands, it is necessary to carry out a certain discount, but not frequently, which is very important for the healthy development of the brand.

For some clothing brands, discount may not be a strategy for off-season promotion, but the deeper reason is the digestion of inventory.

As a traditional industry, inventory problem has always been a lingering nightmare in the clothing industry. As the current domestic garment enterprises rely more on traditional management mode, the development of textile and clothing is restricted by bullwhip effect in the whole supply chain. This effect is mainly reflected in the retailer's management inventory mode, that is, self ordering, replenishment, and inventory digestion. This traditional mode is destined for its high inventory rate. In addition, the majority of garment enterprises in China decide the quantity of production, or adopt the "order meeting" mode to determine the production of products from six months to a year in advance. This mode mainly relies on downstream distributors rather than consumers to provide market information. The judgment of the consumption situation of enterprises is often too optimistic because of asymmetric information, and the output of products is far greater than the actual market digestibility, resulting in backlog of inventory.

Industry experts believe that behind the high inventory is the comprehensive reflection of clothing enterprises in brand, design and channels. Behind the frenzy of discount sales, the marginal effect of clothing brands is decreasing, and it is easy to damage the brand image. The major brands are promoting discount activities at different levels to digest inventory, and some brands even offer new products. This way of solving inventory problems mainly by discount sales promotion is actually a temporary solution, although it can solve the urgent need of enterprises, but this is not a long-term development strategy.

Song Chengli believes that as long as we control the frequency, scale and occasion of discount, we will have a certain effect on the digestion of inventory in the short term, because this has caught the mentality of most consumers with good quality and low price. But in the long run, as a brand enterprise, too frequent discount activities will not only affect the sales of the brand during the peak season, but also reduce the brand image in the eyes of consumers, which is not conducive to the long-term development of the brand.

　 Manage "off-season" inventory in a multi pronged way

Obviously, discount sales to reduce inventory is not the fundamental way to deal with the off-season sales of clothing, we should minimize the use of such means.

The child believes that when its sales are relatively weak, the brand will enhance the interaction with consumers through ground activities or buying gifts, so that consumers can increase their buying chances. At the same time, water children believe that to reduce inventory, clothing brand response to passive initiative, do not wait until clothes become inventory, only to think about discount digestion. First, we need to curb inventory generation from the source of product planning. Accurate analysis of category and strict control of design are all important tasks in the early stage of product planning; secondly, when the merchandise is ready, the sales department should set up reasonable nodes and rhythm to complete the phased sales task in batches, improve the selling rate of clothing and speed up the turnover of goods.

For Shu Lang, there are obvious differences in sales strategy in light and high season. From the point of view of sales method, the service details of VIP in the off-season are more important than that in the off-season. In the peak season, we focus on selling skills, and achieve quick turnover through the professionalism and skills of the shopping guide. From the point of training intensity, there are plenty of time in the off-season, the training intensity of shopping guide should be increased, preparation for the coming of the peak season; focus on on-site management in the busy season; sales promotion activities are most common in clothing sales in the peak season; general brands will push some activities in the peak season of sales. For the brand of Shu long, it will usually be the upgrading of value added services, and the management of VIP should not try to increase the discount rate by increasing the discount rate. Instead, it will enhance customer loyalty through members' feedback gifts and tourism incentives, and achieve stable and increasing performance in the short and high season.

The market distribution of Shu Lang is large and the market differentiation is big, so the marketing strategy is also diversified, such as VIP's appreciation activities, value saving activities, gold hand activities, anti season promotion activities and so on. With the advent of the off-season, sales will be reduced and staff enthusiasm will also be reduced. Therefore, motivation can not only arouse employees' enthusiasm, but also increase sales volume. The purpose of the gold hand activity is to motivate employees, mainly aiming at setting the bonus quota for some specific styles, encouraging sales personnel to take the initiative, and increasing sales force for these styles. Through this activity, the enthusiasm of employees has been improved, and enterprises have also reduced the loss of profits caused by discounts.

To reduce inventory, Song Chengli of Su Lang believes that there are two ways to reduce inventory: first, reduce inventory from the source, optimize the allocation of image, basic funds, and main push according to a reasonable ratio; reasonably set up the upper bound band according to the specific situation of the brand store location; let store sales staff understand the daily inventory status, and sell products through effective display and reasonable sales promotion. The two is to dispatch the distribution of the storefront goods in the whole country, adopt a more flexible distribution method, supplemented by modern information management means, communicate smoothly and accurately with information, clearly grasp the sales and goods in and out of various branches, reasonably dispatch goods, reduce the backlog of goods from the whole body and speed up the circulation of goods.