Marketing Strategy Of Enterprises In Off-Season Clothing

At this time, it was time for clothing companies to vigorously engage in summer clearing activities. In particular, some garment retailers in the two or three tier cities, clothing. Low Season Faced with a more embarrassing situation, the company has prepared itself fully, from the structure of goods, store layout, activity planning, personnel response preparation is very full. But in the process of activity, it was very "unexpected" found that no passenger flow, no one patronized. Even all VIP customers have been notified by SMS and telephone. But the result is still not popular.

We say that all things happen with corresponding solutions. The key is where we are going to work. The consultants of Dingsheng Wing Road made two summaries of this phenomenon.

　　 First, we should pay attention to marketing strategy in the course of business operation.

We say that at this time, the slow sale goods and the cleared commodities have been selected, so that the pre processing work of the commodities has been implemented. Next, we should consider the marketing issue. These two must complement each other. The question of commodity selection has been mentioned many times in our commodity management training class, and I believe we have done all right. The main issue here is marketing. On Enterprise Management Speaking, we say that the business is to meet the needs of the target consumers. What kind of people are your target consumer groups? What kind of habits and interests do you have? Has there been any subdivision and in-depth analysis and investigation of consumer groups? What we plan is inventory clearance, or sales promotion activities. In the process of planning, we have effectively considered the characteristics of the target group, and whether the design of the activity has any pertinence. This is also something to consider. Why does it not attract people? Why is there no flow of people? Why do not even the VIP customers are patronizing? Obviously, we are doing activities, but we do not grasp the characteristics of this part of the consumer group.

For example: for example, there are many high-end cities in our two or three tier cities. clothing Many enterprises attach great importance to VIP sales, new stores call, activity calls, birthday calls. To show our concern for them. But looking back, let's think about it carefully. The means and methods of our contact are all aimed at our sales. At the beginning, it was better. Customers think we value them and take care of them. Over time, they will also form an idea. When we call on weekdays, they feel that they are staring at the money in their pocket. So the feeling of resentment arises spontaneously. When faced with activities, people do not buy face. Not coming.

In addition, does this consumer group have some common problems, such as children's education and how women improve their tastes. Can we often set up some services like this? It is also a problem that we are really thinking about for our customers. All of these we are doing, you say that when we really serve our customers, can people still refuse? I think most people are not.

　　 Two. Problems in the formulation of business plans

It is true that the 7-8 month of the year is basically a time when consumption is relatively weak. The retail business performance of most retail apparel enterprises is also hard to improve at this time. We should also consider our annual planning issues. Since the laws of history tell us that there is such a consumption characteristic, we do it every year. Sale Do you plan to consider these characteristics more often, including the purchase plan, the sales plan, and the need to take more care when doing the monthly goal decomposition. Try to break the sales target forward, but some people will say that the pressure in the last few months is also great, and it will be decomposed to the past few months. I said that we should take into account the accuracy of the planning objectives, and how to speed up consumption in the commodity sales cycle. It is also a marketing strategy and marketing method. We say that achieving sales performance in the process of enterprise management and construction is a piece, but in order to achieve the sales performance, we have to cooperate with the management and improve the personnel capability. Normative issues. Is it possible to focus on these months? We have a key month to improve sales performance, but there should also be a key month for improving management effectiveness.

All problems have their roots, that is, what the Buddhists say is due to their causes, so what we receive today is what kind of cause we have planted. The operation of an enterprise will not happen overnight, because the external environment is constantly changing and the internal environment is constantly changing. Therefore, the operators and managers of our enterprises are required to constantly develop our management wisdom, constantly adapt to the changes of the environment, and improve the management effectiveness of enterprises. Diligent in diligence, diligent in thinking, diligent in practice, diligent in summing up. such Apparel enterprises With the continuous development of society, enterprises can achieve everlasting foundation.