The Consumption Of Spring Festival Clothing Market Is Diversified.

< p > 2013, during the Spring Festival, the consumption hot spots were prominent, and the market consumption was flourishing and diversified.

The annual consumption of traditional consumption accounts for the main market, and the rigid demand for food and clothing keeps steady growth.

The spring festival meets Valentine's day this year, and gold and silver jewelry market is in the peak of consumption. Sales of gold, silver and jewellery in key retail enterprises nationwide increased by 38.1% over the same period last year.

< a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > < a href= "http://www.91se91.com/" target= "_blank" > shoes > hat "is favored. The national key monitoring of retail enterprises clothing," no "," shoes "," shoes "," shoes and hats "sales increased by 6.3% and 7.5% respectively.

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< p > < strong > shopping malls in department stores are flourishing and less than /strong > /p >

< p > Spring Festival is the peak period of consumption of gold (franchised stores). The Spring Festival of the snake year is associated with the Western Valentine's day in February 14th. It also makes the sales of gold jewellery, < a href= "http://www.91se91.com/" target= "_blank" > clothing shoes and hats < /a > greatly increased.

During the Spring Festival, the express industry slowed down or closed down, and the business of electric business was affected. This led to new opportunities for department stores. All the major businesses were trying their best to attract customers, and the "a href=" http://www.91se91.com/ "target=" _blank "clothing and clothing" /a "shoes and hats bought a flourishing scene in the department stores.

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According to the data of P (Beijing store) business information consulting center, during the Spring Festival Golden Week, Beijing's consumer market is abundant and various promotional activities are colorful. The sales volume of 120 key business service enterprises in the capital city on New Year's Eve is 1 billion 60 million yuan, up 8.2% over the same period last year.

According to incomplete statistics of Tianjin general merchandise business association, 26 department stores accounted for 432 million yuan for the seven day Spring Festival Golden Week.

According to media reports, the sales volume of shopping centers and department stores in Guangzhou has increased by about 40% compared with normal sales during the peak period of Spring Festival holidays.

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During the Spring Festival, a number of department stores in different parts of Beijing visited the reporters during the Spring Festival. Most of the brands in department stores launched promotional activities in winter for < a href= "http://www.91se91.com/" target= "_blank" > dress < /a >. At the same time, fashionable spring costumes appeared, quality assurance and all kinds of sales promotion efforts that did not lose on the Internet, many customers came to come.

According to the Sales Department of Zhongyou department store in Beijing, there are discount sales promotions and festivals in shopping malls.

Since the beginning of February 8th, the market has been full.

Businessmen make full use of the business opportunities brought by the Spring Festival. The spring series of clothing, shoes and skin care products are focused on sales promotion, while winter wear begins to be greatly discounted. In the new year's Eve to the beginning of the month five, the sales of clothing in the market have reached a peak.

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< p > reporter learned that most consumers choose department stores, one is time leisure, the two is attracted by department stores promotion activities, and they feel more relieved for department stores shopping.

"During the Spring Festival, I plan to send two pairs of warm clothes to my parents. I wanted to buy them online, but I found that the delivery was not in time, and I simply bought them from the department store counters.

And the price here is not higher than that on the Internet. Some of the same brand clothes are even cheaper. "

White collar Xiao Liu said so.

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< p > Cui Wei Department Store official told reporters that when the Spring Festival met Valentine's day, sales increased by 30% than usual, especially women's clothing, cosmetics and gold ornaments.

"Discount sales promotion efforts are bigger than usual, and quality is more assured. In the first five years, they go to work in two days. We must seize the opportunity to shop and go crazy."

After 80, Xiao Wang chose several suits for himself, and bought a coat for his wife, which added up to less than three thousand yuan.

But two people are very satisfied.

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< p > according to the salesperson of vegetable hundred, "from New Year's Eve to third grade, our sales have exceeded 320 million yuan, with an average turnover of more than 80 million yuan per day, converting thousands of gold into more than 200 kilograms."

The head of Vegetable Marketing Department said that because the Spring Festival and Valentine's day were linked together, there were more and more 80% and 90% of the gold consumption crowd this year. Not only rings, earrings and other "light" gold ornaments were sold well, but this year's "pfer beads" are also particularly popular among young people.

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< p > industry insiders say that the future quality and service will be the main means for the department store to attract consumers.

Although shopping malls are booming during the Spring Festival, many shopping malls are miserable.

Experts believe that the biggest impact of e-commerce on department stores is the unit price advantage.

Fan Yanru, Deputy Secretary General of the China Department Store Association, said that the cost of physical stores is higher than that of online stores, mainly due to rent, labor costs and channel fees.

"Physical stores not only sell goods, but also sell services and sell the environment, all of which require cost.

Unlike online stores, one or two people can get all the links of procurement, service and after-sale.

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< p > < strong > the effect of innovative marketing is significantly less than /strong > /p >

During the Spring Festival, sales activities such as discounts and promotions have indeed won many consumers, but in the view of some clothing consumers, this sales promotion method is not new. P

Mr. Wang, who bought a coat, told reporters that during the Spring Festival, the discount had been used. He was more concerned about brand and style when he bought clothes.

Reporters also found in the interview, although the business at the end of the year discount, the intensity is relatively large, but consumers are looking at the same long-term sales promotion mode, it is inevitable that there will be a sense of consumption fatigue. In the discount sales promotion mode of all businesses, the focus of consumers is also changing.

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< p > there are people in the industry who believe that discount promotions can really stimulate consumers to buy goods, but they often do all kinds of preferential activities before festivals, even if the discount is greater than the usual discount. For consumers, it is the same pattern for a long time.

Even under the bombardment of many promotional activities, consumers often hesitate to get goods, which are more expensive than three, but they do not pay enough.

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< p > analysis of the current market situation in the relevant industry, that the introduction of innovative marketing model in the market will be the most popular.

For example, there are businessmen selling a sales model with a fixed theme, which is worth learning from. First, it resonates with consumers emotionally. It allows consumers to recognize their products on the psychological side. At the peak of sales, consumers can naturally think of it.

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< p > it is understood that, as early as the 2012 Christmas day, he launched the innovative sales promotion mode with the theme of "69 SEDUCTION" as the theme. When the Spring Festival is coming, welfare cards will be issued to members to stimulate consumption so as to meet the golden age of Spring Festival clothing sales.

During the new year's day in 2013, he began giving "VIP lucky cards" and specially custom-made fashion warm winter scarves to their hundreds of thousands of members in the national market in the form of year-end benefits, laying the foreshadowing for the peak sales before the Spring Festival.

From January 10, 2013 onwards, the members of the group should enjoy the "VIP lucky card" so that they can enjoy the special spring festival benefits in the local stores.

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< p > it is reported that the "69 temptations" VIP devoted exclusively to the Spring Festival feedback activities for only more than 10 days, but aroused widespread response from consumers.

During the period, the crowd of the shops was full and bustling, and 350 thousand members had joined the "temptations".

The customers who take part in the activities choose their favorite new year clothes by enjoying the welfare, and then come to them happily and satisfactorily.

"The Spring Festival is just going to buy new clothes. It's really nice to get the welfare at this time. I bought five pieces today," said a customer at the Quanzhou Qing Mongol shop.

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< p > in addition to giving full play to the advantages of "member database marketing", sending welfare information to members through SMS, MMS and e-mail, the new WeChat launched a "69 allure" topic on the official micro-blog and WeChat interactive activities such as interactive award collection, award-winning solo, and online interaction with consumers.

It is understood that information on the topic of "69 SEDUCTION" has been accumulated over 50 thousand, while the attraction of sun drying activities has only lasted a week, and the number of fans participating in activities has been rising.

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< p > relevant people said that with the improvement of the living standard of residents, people's consumption demand also showed the characteristics of diversification and individuation.

At present, people's consumption habits are more inclined to meet spiritual needs.

However, the discount sales promotion of many businesses, using price tactics to try to impress consumers to buy goods, may be good at the beginning. However, due to the lack of attention to the deep needs of consumers, such sales promotion will gradually lose its attraction day after day, and consumers will not pay the bill again.

The Spring Festival is a time for people to buy new clothes densely. It is concerned about the demand of consumers. The Spring Festival welfare is extended to members' customers in the form of innovation to stimulate consumption. This not only satisfies customers on price concessions, but also moves consumers mentally, effectively improving consumers' interest in the brand and achieving double harvest of sales and brands.

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< p > of course, innovative activities are also useful in the old days.

If we want to stand out in many promotional activities and achieve significant sales results, clothing brands and department stores must have new coping strategies, continuous innovation and continuous improvement.

In addition to traditional publicity in the form of leaflets advertising and other forms of publicity, through the network publicity, through mobile phone short message way to inform consumers has also become the innovative mode of business this year.

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< p > white collar brand Beijing Yansha Friendship Store Deputy shopkeeper Li Li told our reporter that from last year's sales performance, this year and last year basically belonged to the same level. During the Spring Festival, the total sales were about four hundred thousand yuan.

From the perspective of sales characteristics, last year's customers' purchase was mainly based on gift giving, but this year, customers bought more themselves, basically for the purpose of attending occasions such as family gatherings or parties.

During the Spring Festival, the white-collar Lufthansa shop did a lot of careful preparation in order to create a unique marketing mode: the uniqueness of distribution was achieved, and some of the products of Lufthansa were distributed at the same time, such as dress skirts, dress shirts and Canadian beavers. Meanwhile, during the Spring Festival, new products were sent to customers during the Spring Festival using WeChat, Fetion and SMS.

According to his introduction, many old customers have chosen the products recommended by SMS when they receive the new year's message. Most customers buy it without hesitation after trying it on.

By the end of February 17th, the exclusive products of white collar distribution had sold 35 pieces, amounting to 400 thousand yuan. During the Spring Festival, the white-collar brands ranked first in the women's clothing floor at Yansha friendship mall.

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< p > it is understood that during the Spring Festival, some businesses have achieved some results through micro-blog's sun shopping list for preferential activities. For clothing sales terminals, more sales ideas will be the focus of persistent efforts in the future.

Sometimes, the best way of marketing is to serve the customers as always.

Zhai Yusu, a shopkeeper of the Wangfujing department store, said in an interview with the newspaper that during the Spring Festival, the sales season of warm clothing is very busy. There are so many customers. At this time, we must not neglect the needs of every customer, no matter how busy we are, we must put the best customers in the first place.

According to her introduction, during the Spring Festival, there were more foreign tourists. There was a more than 60 year old tourist from Changchun who didn't know how to choose clothes. He came to Beijing to visit relatives.

Zhai Yusu not only helped him choose clothes, but also answered many questions with enthusiasm.

After a detailed understanding of the history, fabric and design features of the brand, the customer chose a one thousand yuan semi high collar jacket. After Zhai Yusu's recommendation, he selected two more than 300 medium and low vest.

After returning home, he made a special phone call to thank Zhai Yusu for his enjoyable shopping experience. He felt that his recommendation was very suitable for his needs, and the love and guidance of his shopping guide also made him feel the excellence and connotations of a brand.

This shopping not only made him remember his admiration, but also left a good impression.

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< p > not only is clothing enterprise, but now there are more and more enterprises and < a href= "http://www.91se91.com/news/index_f.asp" > brand < /a > believe that making people's life more convenient and happier is the ultimate goal of enterprises.

The process of marketing is the process of providing value for customers.

Consumers are free consumers. As long as the price paid is in line with the value provided by the enterprise, the probability of consumers choosing brands will increase.

Pay attention to consumers, pay attention to the real needs of consumers, and enterprises must do well in internal strength.

No matter how big the promotion is and whether the price is the lowest, the enterprise will eventually return to the consumer demand.

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