How To Face The Low Sales Season Of Clothing Enterprises

　　 clothing The slack season of sales is coming every year. At this time, the market demand is relatively reduced, and the sales volume of enterprises has declined significantly. Some enterprises are prone to slack and loose. In fact, the more this time, the more enterprises can not neglect. The off-season is actually the best time to upgrade employee skills, expand brand influence and enhance brand awareness. Seize the opportunity not only to create sales performance, but also to promote clothing brands occupy the market heights.

　 Save energy for the busy season

It is generally believed that clothing has seasonal off-season peak seasons, but in fact, for garment enterprises, market competition has never been off season. It is important to fight in the busy season.

As Katie Guangdong home Clothes & Accessories Tang Hongjian, deputy general manager of Beijing branch, said, "if a boss can only do business in the peak season, he will not do business, so will his employees. If you can do business well in the off-season, you are the real winner. " If enterprises want to win in the market for a long time, they should make good use of the critical period of reserve energy in the off-season. First of all, enterprises should coordinate and manage their employees well. Secondly, they should maintain well with the upstream and downstream customers.

On the one hand, when the market is busy, enterprises will put their minds into marketing work and have no time to take care of others. Employees are the key to the survival and development of enterprises. The skill training and ideological revision in the off-season are particularly important. They can not only enhance the actual combat capability of employees, but also summarize their experience and lessons in real time, so as to prepare for the next season's sales. In addition, in the off-season, business development is relatively difficult in the busy season. If we still demand employees according to the previous peak season assessment indicators, too much pursuit of sales will increase their ideological burden and work pressure, and even cause some employees to shoulder heavy loads and choose to leave. Therefore, it is imperative to stabilize the army in the off-season.

"I regard the off-season as the welfare month for employees, that is, not only for them to build learning platforms, but also to improve their treatment, organize staff to expand tourism and let employees work and rest together." Tang Hongjian said that these welfare measures for employees not only stimulated the sales enthusiasm of employees, but also greatly enhanced the cohesion of enterprises.

With its strong sales network all over the country, its sales performance has always been the leading position in the underwear industry. Yang Lili, the manager of the brand name Beijing Seth department store, was very pleased with the problem of shopping guide management in the off-season. She said, in the off-season, fewer customers, the enthusiasm of shopping guide may be reduced. At this time, we must have appropriate incentives, and arrange holidays such as shopping guide and annual leave reasonably, so as to reserve mental strength and physical strength, so as to cope with the upcoming peak season high intensity work. Sometimes it is necessary to organize group activities such as dining out and singing. It can rest and understand each other and enhance feelings, so that there can be more tacit coordination in the peak season.

On the other hand, while focusing on training employees, enterprises should also note that although the market is off season, it is the golden season to enhance the feelings of dealers. Dealers who are busy with business in the busy season have relatively free time at that time. It can be more convenient for enterprises to visit and communicate. In the past, meeting is only a brief communication. During the off-season, they can visit and communicate for a long time. According to the resource status of dealers, combined with the manpower and financial resources provided by enterprises, enterprises can jointly formulate off-season management strategies, rationally and advantageously assist in developing new terminal customers, expanding dealer terminal network and promoting sales.

In addition, any enterprise as a link in the market industry chain will have upstream and downstream partners, which is very important for their management and maintenance. Now, the relationship between manufacturers is very fragile. Suppliers often easily cancel cooperation and stop supply. Sometimes these actions are fatal to enterprises. Therefore, in the off-season, it is important to strengthen the maintenance and understanding of the upstream and downstream partners.

In short, enterprises, like a machine, can not run at high speed, but also need to be repaired and maintained. Enterprises should make use of the more relaxed opportunities in the off-season to recuperate and repair matters that are too busy to take into account, including doing a good job of personnel management and comfort, enhancing close ties with customers, and expanding channels in a timely manner. This is more conducive to healthy and sustainable development of enterprises. Some experts have analyzed that the strategic planning of enterprises should be carried out in this energetic time to avoid adjusting strategy during peak season, which can easily affect sales volume and even damage brand image and customer satisfaction.

　 Strengthening brand publicity

Successful publicity of brand and brand reputation are the top priority of off-season marketing. Because the improvement of brand awareness not only attracts new customers, but also improves the loyalty of old customers. According to the analysis of relevant experts, brand promotion in the off-season, on the one hand, can make the publicity to a great extent get rid of the sales target; on the other hand, the low season publicity cost is low, and the brand publicity efficiency is high. Moreover, when the peak season comes, the brand will win the customers' high recall rate and brain share. By successfully promoting the brand and enhancing brand awareness, it can expand the brand influence and increase the added value of the brand, so that the company can stand out quickly when the market situation improves.

The purpose of publicity brand is to let customers remember the brand. To let the brand enter the customers' mind, the most important thing is to narrow the distance with the consumers, get their good impression and spread the brand value. The simplest and most effective way is to increase consumer product experience and brand perception through some special creative activities. In the brand that has successfully won the consumer through creative marketing strategy, Gloria has undoubtedly become a model worthy of the name.

"Yes. Goelia For brands, the three and July after the Spring Festival are relatively low sales seasons, because our main businesses are clothing, coats and so on, and sales are greatly affected by the season. So off-season marketing is a must. In the off-season, we usually have many measures to promote sales and enhance brand awareness. For example, the global discovery activities fit the brand spirit, which successfully let consumers remember the uniqueness of Gloria brand and cultivate customer loyalty. Lin Shuling, vice president of Gloria brand, said.

Gloria's brand campaign has been very successful, increasing consumers' Association and participation in brand and attracting consumers' hearts. "White Valentine's day, March 14th, is an ordinary weekday for non holidays. Gloria launched a" Qiao Hua Hua Hua "in Guangzhou's good Plaza Shop. We provided flowers and exchange cards for girls in the shop, and we could give them to our loved ones and encourage everyone to speak out their love. More than 800 roses were sent on the same day, and sales increased by 196% over the same period last year. Not only let consumers remember Gloria, but also make Gloria's value concept go deep into people's hearts. Lin Shuling said.

Gloria also organizes special events to retain customers according to different geographical characteristics. It is reported that in the recently concluded Gloria 520 Mexico mask competition, Gloria with the Mexico theme of the season, invited Mexico friends to the store and consumers together DIY, express their inner thoughts on the drawing board. Through these activities, we can share the knowledge, the things seen and the fun of discovery in the world to more friends, not only enhancing our feelings, but also promoting the connotation of the brand very successfully. Through its unique creativity and story accumulation, Gloria captures consumers.

Facts have proved that in the off-season, the successful establishment of word of mouth and good brand publicity can bring unexpected gains. Although this is the off-season sales, but compared to the present market With few competitors and weak marketing offensive, they can earn a large share of the small market and gain substantial returns.

When a brand has no contact with consumers throughout the off-season, the coming year is doomed to be easily forgotten by consumers. Brand value and status in the minds of consumers are hard to accumulate. Therefore, in the off-season, we still need to maintain some basic marketing activities so that consumers will not forget the brand.

In order to maintain customer loyalty, it is very necessary for some enterprises with sufficient funds to carry out some brand publicity activities. Even the leaders of the market should pay attention, because the industry giants who have been successfully turned over by market challengers in the off season are common. Pepsi Co marketing executives have said that even in the off-season, Pepsi has never stopped publicity. Cola products belong to the product category driven by consumer impulse. We must increase the exposure rate of products, especially in the off-season advertising, which can effectively increase sales.

　 Originality Promotion Pull sales

In the off-season, there are many opportunities to stimulate sales, because most enterprises begin to recuperate at this time. The degree of market competition is far less intense than that in the busy season. Many enterprises have caught the promotion opportunities in the off-season, and have achieved the success that can not be achieved in the busy season. For the marketing activities of enterprises, who can cultivate the good off-season, who can take the first step in the upcoming market peak season.

How to promote sales in the off-season? This is a topic with no fixed answer. When it comes to sales promotion, it is easy to remind people of the discount pictures in the major shopping malls. However, behind the discount, the results of various enterprises are quite different, some have been successful, others have made the brand products and images discounted in the hearts of customers.

In any case, sales promotion has become an important measure to stimulate sales. Enterprises should make adjustments in all aspects according to their actual situation, market changes and competition environment. As an integral part of the marketing status, sales promotion in the off-season can not be avoided. Therefore, any enterprise should pay full attention to various activities in the off-season and promote sales success from many angles.

Zhai Yusu, director of the department store, said that it is very important to do promotional activities in the off-season, as the major brands are promoting sales activities in the context of special promotions, which can increase customer entry index and increase sales opportunities. Although the love brand is never discounted, there are always some creative activities. "In the off-season, while we are doing sales work, we pay more attention to the attention of the whole market. Pay attention to customers' opinions, pay attention to customers' dissatisfaction, and do their best. In order to give back to our customers, we will always buy gifts, including coupons, in off season sales. Gifts are very practical daily merchandise sold in stores, which allows customers to try different types and styles of products and increase potential sales opportunities.

Zhai Yusu told reporters that in the past June sales promotion activities, sales increased by 67%, and the complimentary modal fabric products were also well received by customers. Many customers who did not pass modle fabric products indicated that they would try later, increasing sales and retaining some new customers.

According to the introduction, love often does some activities to enhance feelings and express love in the off-season. For example, family card activities launched on father's day are very attractive. Customers can also write their father's blessing on a special greeting card when they buy products, and give them to their father. This activity successfully transmitted the idea of "creating beauty and conveying love" to every customer's heart.

Zhai Yusu stressed that the promotion of clothing stores in the off-season should not be unduly dependent on simple price cuts. In order to reduce inventory pressure and increase cash flow, a large discount will destroy the brand image of clothing store and affect subsequent sales. The alternative strategy is to consider increasing the added value of products and adding some services, so that while increasing short-term sales volume, it will not cause too much negative impact on consumers who have purchased products.

In short, the off-season marketing is a must, diversification, ingenuity of marketing activities, always produce the effect of winning the game. However, enterprises should also note that the longer the off-season sales, the more cautious marketing ideas and steps. Marketing activities must be based on the characteristics of the off-season and the brand's own concept to introduce suitable promotional policies, because off-season marketing is not only a means to stimulate consumers' desire to buy, but also a favorable opportunity for consumers to establish brand image and enhance brand value.