Footwear Manufacturers Should Keep In Mind The Eight Golden Rules.

Festivals are the best moment for brand strength to break out. shoes The best excuse for product promotion is holiday, which is also the best opportunity for shoes and clothing brands to digest inventory, return funds and impact sales curve. Every shoe and clothing brand will not miss the peak flow of consumers' concentration and release of consumer passion easily. Even if they encounter fierce competition and dangerous competition, shoes and clothing brands will be crowded on the promento road.

The number of merchants who signed up for the "double eleven" sales promotion in 2012 has exceeded 1, which is 5 times that of last year. The brands of Jin Ba, AOKANG, India bird, news bird, Qipai and red dragonfly have entered the camp of Singles Day promotion.

However, shoes and clothing brand holiday promotion is not a "promotion" spirit, sales promotion has a golden rule, violating the rule will be twice the result of half the effort, which is futile and empty money. Then, what is the golden rule of holiday promotion? The author summed up the following eight golden rules for reference to shoes and clothing brand manufacturers.

Jin LV: plan carefully and win

A perfect sales promotion plan should be established, considering the changes of time and space and details. "First win, then win." Promotion can not be fought without preparation. It is reported that in the first minute of the morning of November 11, 2011, 3 million 420 thousand people rushed into Tmall, and 55 thousand orders were instantly generated. Based on this experience, this year, in the promotion of electric business, nine year old Wang compiled a brand "double eleven" super money saving strategy guide, which was divided into two eleven yuan saving strategy introductory buyers, two eleven financial saving strategy fans, two eleven saving strategy super fans, and a home shopping guide.

Then, how to formulate a detailed, effective and effective promotion plan? First, we need to investigate and fully understand the background and characteristics of the festival; two, the specific analysis of the specific issues; the three is the selection strategy, that is, how to promote sales; what kind of goals should be achieved? Four, we should arrange the time, place, executor, promotion policy, do a good job in the job description, job decomposition, training and reward and punishment system, and do a good job in the previous work such as management form, effect prediction, cost estimate, contingency plan and so on.

　 Golden rule two: "forage first" wins

Gu Yun: "soldiers and horses do not move, food and grass first." Sales promotion and product organization are the prelude to promotion, and must be assured.

Before promotion, there must be an important link in publicity. Publicity can not only convey information about products, arouse consumers' attention, but also stimulate consumers' desire to participate in promotional activities, so as to achieve successful sales promotion. Promotions without publicity are hard to attract. Before the "double eleven" war was launched this year, the seven wolves launched an early "price increase" campaign on micro-blog, attracting many comments.

Generally speaking, a few days of holiday promotion can be equivalent to one month or even a quarter of normal sales. Some brand promotions adopt a price discount strategy to reduce customers' shopping costs simply to attract customers, but the price space is limited, which compresses the brand profits. Therefore, it is the core and key of holiday promotion to dig deep into customer needs and make good preparations. At least one week before the festival, we need to deploy the necessary items, especially the theme goods, stock items, high value commodities and accessories.

Golden rule three: strong faith wins.

Holiday promotion of shoes and clothing brands will inevitably lead to more intense market competition, and shoes and clothing brands must be confused. However, no matter how fierce the competition is, the shoes and clothing brands must have firm belief and strive to the end like "Jingwei fill the sea".

There is a very important reason for any brand to win in the competition. That is to have a firm belief, that is, the spirit of perseverance, perseverance, perseverance and perseverance.

In 1972, the Nike brand was founded, and Nike chose a strong, offensive brand spokesperson, Steve Prifontein. However, in 1975, Steve was killed in a car crash promotion in a holiday promotion, which frustrated Nike's brand promotion. Nike is in crisis, inventory is backlog, sales and profits are falling, Nike is going downhill. Nike people did not lose heart, did not give up, changed the festival promotion strategy, began to increase advertising investment before the festival, and later succeeded, becoming the world's largest sports brand.

Golden rule four: good and unusual wins.

Sun Tzu said, "therefore, those who are curious are boundless in heaven and earth, and are inexhaustible like rivers and seas." Holiday promotions must also be struck by surprise. At present, consumers are not surprised at the "full reduction", "crazy discount" and lucky draw. Consumers are more interested in promotions on holidays.

During the Spring Festival this year, a local sports brand made a unique move to promote sales. They launched a NBA player "exclusive war boots counters", the daily sale of discount boots are restricted to 10 pairs, because the discount price is cheaper than the original price by more than 400 yuan, every morning the store opened, 10 pairs of war boots were swept away in an instant.

However, winning the game is not the more strange the better. This Spring Festival, a certain Hongkong. clothing The brand also plays the promotion, covers all the mirrors in the shop, the customer can not try on clothes, after buying the commodity cannot return, the customer is quite dissatisfied, Huang Wenjie, executive director of Guangdong Circulation Industry Association also said, "does not agree with this kind of practice".

Golden rule five: relative advantage wins.

The smaller brands in the market have their own advantages, and the brands with larger market size also have to deal with the infinite competition and the more powerful rivals than the others with limited resources. This is the real problem that shoes and clothing brands should consider in the promotion of festivals. So, how can shoes and clothing brands create relative advantages during the festival to create the guarantee of winning? The Indo bird brand summarizes three ways to build relative advantages: {page_break}

First, in the relatively weak regional strength of the brand strength of the market to invest in the dominant promotional resources. The Festival Promotion of India's heart bird brand usually does not go to the busy streets of big shopping malls and big cities, because the promotions are too competitive, and they must use more advertising input or larger discount price to cover up the strong brands. Otherwise, the promotion of Indo bird will be depressed by strong brands.

The two is to focus the sales promotion resources on the market segments of a festival, so that the promotional resources of the Indian bird brand in this sub division market exceed the strong brands, achieve partial victory, and accumulate small wins to win. On the 2012 national day, Yin Xin bird focused its resources on the Henan market for holiday promotions, and achieved great results.

The three is to invest more resources in the promotion of festivals. In holiday promotion, the Indian hearts generally do not increase the discount rate, nor do they advertise very much. They use their energy for personnel training and shoe store decoration.

Golden rule six: honest operators win

Honesty is the key to ensure the success of promotional activities. Holiday promotions, shoes and clothing brands must fulfill their commitments, "speak for themselves, do not empty the gun", can not say one set, do a set, otherwise, will not only directly affect the effectiveness of promotional activities, but also affect the brand reputation. If the festival promotion is just to "catch up and go away", this kind of dishonesty will undoubtedly leave the shoe and clothing brand with sequelae which are difficult to cure.

Good reputation is the golden key to enhance the brand image. Without credibility, it will lose the soil of brand survival. In the promotion of festivals, we must stick to integrity and not arbitrarily commit ourselves. We should not deceive and entrap consumers. As the saying goes, "every word is golden, and every coin is golden." Honesty not only achieves the effect of promotion, but also increases the reputation of the brand, laying a good foundation for future sales.

Golden rule seven: service is in place.

During holidays, shoes and clothing brands participate in the sales of more people, more goods, more things, and a little carelessness may cause problems in the service, not only causing customers to lose, but also discredit the brand.

This year, Tmall also launched the "1111 shopping Carnival", "double 11" the day the promotion began zero, the first minute, more than 10 million people poured into Tmall. The sale starts only 10 minutes, the total transaction volume of Alipay is 250 million; thirty-seventh minutes, Alipay's total turnover exceeds 1 billion; seventieth minutes, Alipay's total turnover exceeds 2 billion. Because of the huge traffic volume and the congestion of users in some areas, many netizens are unable to trade, so some shoes and clothing brands have been "Tucao" by netizens.

During the promotional activities, consumers are mostly normal. We can not use consumers' excuses to prevaricate consumers. Holiday promotion should provide attentive service to customers: first, do a good job before "promotion". Promotions, staff and planning cases should be put in place ahead of schedule; secondly, do a good job in "promotion". Special services should be developed for special groups to ensure the safety of sales promotion. Third, do a good job after promotion. Carry out after-sale investigation activities and establish customer files.

Golden rule eight: brave innovators win

Celebrity Chen Yushu said that the secret of getting rich is eight bold words: bold innovation and unique vision. In fact, holiday promotion is also true. Now when we talk about holiday promotion, we can think of live shows, buying gifts, roadshows, packages, coupons, gifts, raffle tickets, points, special offers and so on. Consumers are not surprised to see this, causing consumption fatigue. In fact, on the details of holiday promotion, there is still a lot of room for innovation and innovation.

There is no end to the promotion of festivals. In holiday promotion, we may be able to find a better promotion method and promotion technology to achieve our sales promotion goals. If our competitors find a better way to promote sales, then our ending will be sorrowful. Innovation requires initiative, courage, wisdom, and methods.

According to the author's observation, "singles day" Promotion In China, the sales of local shoes and clothing brands such as Yin Xin bird increased by more than 100%.