Footwear Sales Season Is A Double-Edged Sword.

The shoe and clothing sale season has broken away from the limitation of the "internal purchase meeting" and developed into a market-oriented marketing battlefield.

From the internal staff welfare of the enterprise to the "sharp weapon" of reducing inventory and leveraging marketing, the sale season has carried out the expectation of the enterprise's withdrawal from the end of the year and the new battlefield to expand the brand influence. In many industries, the profit of the special sale season can even exceed that of the daily operation. But is the sale season really a "golden Jack" and "efficient booster"? All these are still open to question.

Manufacturers are holding up a special sale season.

Talk about Footwear sales season In the past and present life, Li Bo, group manager of the custom-made Department of Li Lang, was also somewhat regrets. "At the very beginning, it was simply a welfare provided by the enterprise to employees. In a small area within the enterprise, the" internal purchase meeting "was not open to the public, and the employees were selected to buy products with high cost performance by ticket admission.

With the promotion and publicity of employees, the low discount and high quality of the "internal purchasing Association" has become a pronoun of good quality and low price. It has been gradually recognized, and many people are asking for votes everywhere, even giving birth to the phenomenon of scalping tickets. After years of change, the influence has been expanding, and finally a new marketing mode has been formed.

According to industry sources, the sale season has now broken away from the limitations of the "internal purchasing Association" and has developed into a market-oriented one. Marketing battlefield Become a seasonal Marketing craze. The commodities sold are not limited to people's knowledge of dumping "stock goods". There are also new products and some samples designed for the season. For enterprises, not only can we reduce the inventory to a certain extent, but also the marketing benefit and brand promotion brought about by the special sale season. For consumers, we can buy high-quality goods at a low discount price, naturally enjoying it, and achieving a win-win result between them.

It is understood that compared with previous years, this year's sale season to come earlier, Jinjiang Changxin Road, Chen Dai village, and other places, get together to host the sale season phenomenon is not a case. Li Bo, taking the area in which he is located, for example, has gathered Li Lang, Hongxing Erke, XTEP and several outdoor brand enterprises. "Embracing and centralizing is a feature of this year's special sale season." He said.

Low prices cause brand decentralization?

Since this year, almost all industries have been sighing "money is not easy to earn". Export tightening, orders dropping and high storage have been accompanied by the whole year's economic trend. And close to the year, for enterprises, closing funds has become the top priority of the business. Against this background, the selling season has become the most direct and effective choice for enterprises.

From the current sales information that has been held or in the sale season, we can understand that the various promotions with ultra-low discount as a selling point bring a lot of people and business flow, which can be said to be a hot exception. The customers who came to the market came to the big price concessions. The reporters saw many people carrying big bags and small bags and constantly looking for goods that they liked. A woman surnamed Zhang told reporters: "the most important thing is the material benefit. If you bought it in a store, the discount can reach seven or twenty percent off. Even if it is good, the discount is only three or four, and there is no big problem in quality. We must take advantage of this opportunity to" mop up "some.

From a short-term perspective, this is indeed an effective way. But the industry has always had an objection: the "sale season" can effectively improve the ability of enterprises to "clear inventory" and quickly gather funds, but this will damage the brand image to a certain extent.

In this regard, a manager who has been in the outdoor brand for many years, he said, "there must be an impact. Low price promotion brings business opportunities, but it also has a certain degree of loss to the brand. But at present, sales promotion can only be used to alleviate the pressure on the company's capital and inventory. For the company, it is the key to survive now, and the brand can be rebuilt and built up later. " And the brand enterprises, who also feel the pressure, Hongxing Erke began selling in November this year, nearly a month earlier than in previous years.

It's a platform for expanding publicity.

In contrast, many enterprises believe that the sale season is just a good publicity platform. Li Bozheng is one of the people who hold this view. He said: "many people in the industry worry that the sale season will, to a certain extent, cause losses and losses to the brand of the enterprise. But in my work experience, what I see is the promotion of brand.

Most enterprises have worked hard in the context of brand awareness and influence. In fact, many years of operation and marketing have already created a certain number of loyal customer groups. The concept and value of the brand have already been deeply embedded in this group. In addition, in daily advertising and brand promotion, it also covers a large number of potential consumer groups. Sales promotion and other promotional forms provide a platform for attracting, nurturing and consolidating customers: loyal groups can feel the sincerity of enterprises more, thus creating more identification and dependence on brands, while potential consumers who are attracted by low prices can cultivate and guide the group through the opportunity of activities, and gradually guide them to brand recognition.

In addition, promotional activities are also a good publicity medium, relying on the huge flow of people on the scene, and with their words of mouth, to expand the publicity volume for enterprises.

　　 Quanzhou Shi Zhengzhi, Secretary General of the city textile and clothing association, also said that with the change of people's living consumption concept, the high quality and low price stock clothing has attracted general attention. Leisure shopping in the tail cargo market has become a new fashion. If the enterprise can guarantee quality and service, it will also be good for the brand.

Generally speaking, sales promotion and other forms of sales are only marketing methods and means. The key lies in how the enterprise can operate and play the platform. All this remains to be verified by the final answer submitted by the enterprise.