Fourteen Suggestions To Help You Get Through The Off-Season Sales Of Shoes And Clothing.

< p > the saying goes: in the off-season, there is no panic in the rush season.

The first half of March to May and the second half of September to December are the peak selling seasons. The rest of the business is generally cold, especially in 6, 7 and August, and is in the two peak season of pition.

The peak season is the gold sales stage of the whole year. If we have a good grasp, the sales volume can reach over 80% of the annual sales volume.

Because of this, many sellers in the off-season will be armed with guns and horses.

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What can we do in the low season? How do we spend the off-season? Let's take a look at the fourteen fourteen suggestions below.

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< p > < strong > 1, the product can have a light and high season, but an enterprise can not have light peak season < /strong > < /p >

< p > some products are not easy to avoid during the peak season. However, there are some reasons for the occurrence of the peak season. For example, the sales of cool a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > in summer are good, this is the peak season due to climate, and the sales of water pumps are good when drought is going on; the food in restaurants is salty, and the demand for tea is more.

To avoid the company's peak season depends on "multi product" or "multi variety", or both? It should be determined according to the specific circumstances of the enterprise. For example, in the 6 months, 7 months and 8 months of the off-season, we have both the late season sales of summer sandals and the new products of autumn single shoes, which can effectively compensate for the sharp decrease in sales in the off-season.

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< p > strong > 2, and off-season is also the peak season < /strong > < /p >.

< p > most enterprises will fight against each other in the busy season and fight against the market, and they will be silent in the off-season, because they feel that the sales volume of the market is dropping sharply. Even if they invest a lot of manpower and financial resources, it will be useless or even futile for sales volume, and it is also very uneconomical in finance, and usually dismiss a large number of temporary staff.

But the off-season is a good time for the electric business operation Department to fight hard and to recuperate. It will not be a better choice to regard the off-season as the best time for training and learning.

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< p > off-season is the best time for enterprises to seize the market.

For example, when the a href= "http://sjfzxm.com/news/index_x.asp" > single shoe < /a > is to be launched on-line, most sellers will formally launch the autumn winter single shoes in September, but some of the more advanced sellers begin to sell single shoes in July. In the off-season, when the competitors are slack, some publicity measures at this time can give consumers a deep impression on the off-season consumers, and will also enhance the brand memory of consumers.

Conversely, if we wait for the peak season to come in September and sell the single shoes again, most sellers will start the market at that time, and the newly listed products will easily be submerged in the fierce competition of many mature brands.

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< p > product brand effect is the "sharp weapon" for branding to win the market, and the off-season should be the brand promotion season.

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< p > it can be seen that if we can make the market with the determination of the peak season in the off-season, although the absolute quantity (sales volume index) can not be breakthroughs, even if it is a small increase in sales volume, the relative number (market share index) will definitely throw the opponent farther.

Because after crowding out the channel, as long as the opponent has a little advantage, and maintain the advantage all the time, that is to maintain the market share in the off-season, in the peak season, the consumer's confidence in their brand will promote the brand preference because of the advantage of market rate and exposure rate, which will directly promote the Matthew effect of the market in the peak season.

This is like the first half of the beach shoes. When the peak season of sales began in April, some sellers had reached more than 20 thousand sales volume. Other listed beach shoes were hard to catch up with, and the top sellers had firmly occupied a favorable market position.

Figuratively speaking, in the off-season sowing, to the peak season, naturally will be bumper harvest.

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< p > < strong > 3, adjusting and optimizing the product structure < /strong > < /p >

< p > organize technicians and operators to study the market segmentation, identify the most favorable potential opportunities according to the difference of consumer demand, adjust and optimize the product mix, and strive to make significant breakthroughs in the sales season.

Through the operation and sales in the first half of the year, we have mastered a large number of sales data and customer information and valuable market feedback. We can analyze and summarize these problems according to the feedback data, find out some problems of their products, and then adjust and optimize the existing product structure.

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< p > for example, in the first half of the year, our shoes are quite elegant. They belong to the thin version. But our consumers prefer the loose and rough edition, and prefer the cool, steady and deep shade to the simple Product accessories. Then, these market feedback can help us to choose the style of autumn and winter products.

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< p > < strong > 4, strengthen < a href= "http://sjfzxm.com/news/index_c.asp >" electricity supplier channel < /a > construction < /strong > /p >

< p > we can make use of the off-season time to open up some new business channel. Besides the independent B2C platforms such as Tmall and Taobao, we will do a good job in platform entry, personnel recruitment, shop decoration, product planning and so on, laying the market channel for the off-season sales.

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< p > < strong > 5, make a summary and plan, play a connecting role. < /strong > < /p >

< p > there must be some remaining problems in the last peak season. When we could not solve the problem, we need to solve it seriously during the off-season. At the same time, we need to make a good summary of the last peak season.

Provide experience for the next peak season.

In the off-season, there is just time and energy to adjust and optimize the business process, management process and communication mechanism, so as to make the follow-up work more smoothly and orderly.

At the same time, we need to make detailed plans for the second half of the year, grasp the marketing nodes and seize the favorable position of the market.

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< p > < strong > 6, strengthen the training of the electricity supplier personnel < /strong > < /p >

< p > summer is a vehicle, and water is a boat.

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In the off-season, the morale of the team began to decrease, and P began to feel slack. At the same time, many people wanted to recuperate with the help of the off-season.

But this kind of thinking and behavior is very unfavorable to team development.

At this point, we need to use the off-season time to strengthen the training of e-commerce employees, so that they can further understand the electricity supplier channels, find problems, communicate with each other and work together in the discussion.

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< p > < strong > 7, do a good job in the market basic work < /strong > < /p >

< p > in the off-season, the competition in the market is not so intense. Operators do not have to spend all their time in the market to fight and attack their competitors, so they have the opportunity to do well in the basic work of the market, such as End-User Survey and operation plan exploration. Buyers in the off-season are usually loyal consumers of products, and establish good relationship with consumers in the early stage. Grasping these consumers will make the brand maintenance work, and it is very valuable to achieve the final peak season sales.

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< p > operators can make use of this time to check and improve store vision, operation strategy, storage planning and so on, and have more time and energy to improve these details.

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< p > < strong > 8, do well CRM maintenance < /strong > /p >

< p > off-season is a great opportunity to inventory customers. The most important task of operators is to collate customer information, establish customer files, and study CRM marketing solutions suitable for their stores.

Carry out targeted return visits to existing customers, collect customer opinions and suggestions, and prepare for the next step to do well customer service.

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< p > < strong > 9, timely introduction of new product < /strong > /p >

< p > timely launching some new products in the off-season can effectively cut the opponent's market share.

From the perspective of taking advantage of the situation, we can strengthen the brand position in the minds of consumers.

With limited marketing budgets, Limited advertising and proper launch of new products can achieve good results.

In the 6 and July off-season, timely launching some autumn products is also a powerful consumer guide and stimulus to consumers.

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< p > < strong > 10, find new consumption mode and new consumption purpose of the product < /strong > < /p >

< p > discovering and guiding new consumption habits is a powerful way to excavate sales volume in the off-season.

For the short sleeves and hollowed shoes sold in the summer, you can add long sleeves and single shoes in the existing links in July to make up for the diminishing sales volume in the off-season.

The off-season marketing emphasizes the competition orientation and emphasizes the demand orientation in the busy season.

Demand is not strong in the off-season.

The marketing of e-commerce should emphasize more on competition orientation, and put more energy into watching and analyzing competitors.

For example, analyzing competitors' products, styles, prices, layouts, marketing strategies, customer services, etc., comparatively speaking, in the peak season, we should emphasize demand orientation, and the functional innovation that complies with the needs of consumers has more practical significance for "taking profits".

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< p > < strong > 11, adhere to moderate promotion < /strong > < /p >

< p > some electric business enterprises, in line with the principle of "direct investment and output", sharply reduce costs in the off-season.

Doing so will only make the sales pressure greater and the off-season lighter.

On the contrary, moderate sales promotion in the off-season, especially the formation of strong promotional pressure on competitors, can often achieve twice the result with half the effort.

In the off-season, it is a wise marketing method to invest limited funds in stimulating sales activities.

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< p > it is worth noting that sales promotion in the off-season should not be excessively dependent on a simple discount.

In order to reduce inventory pressure and increase cash flow, a large discount will destroy the brand image of the enterprise 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.

For example, the shop has been raised from "full 300-20" to "full 300-40", or "buy new beach shoes" and "buy 2 to send 1".

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< p > < strong > 12, strengthening and developing off-season channel < /strong > /p >

When p enters the off-season, the main channel in the main season will shrink a lot, but some other sales channels will start to show its value, which is the off-season channel.

For example, some clearing sites outside the station, small group buying platforms, etc.

The channel strategy in the off-season is more than two aspects: on the one hand, in the off-season, the channel with less sales fluctuation should be strengthened; on the other hand, in view of the characteristics of the product, new channels should be developed to adapt to the off-season sales of the products.

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< p > < strong > 13, market pfer < /strong > < /p >

< p > except for time constraints in the off-season, there are also regional restrictions.

That is to say, at the same time, in different regional markets, the peak season is different, at least to a different degree.

For example, some products have the characteristics of "south light north Wang" and "Nan Wang Bei light", such as down garments, sandals and other products.

When there is a low season in cities, there may be no signs of off-season in rural areas or urban fringe areas.

China has vast territory, across many climatic zones, and has more room for market pfer.

At this time, we can make use of the geographical characteristics of China and carry out targeted promotional activities in accordance with the geographical conditions.

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Zhang Ruimin, CEO of Haier group, said: "only the off-season idea, there is no off-season market." P

Before 2001, washing machines sold very little in the summer, and the factories generally reduced production.

But Haier found that it was not a user who did not need washing machines in the summer, but then he could wash a shirt once a summer and wash it with his hands.

So Haier developed a small baby boy's 1.5 kilogram washing machine and sold it to the world market.

Haier's initiative has brought us inspiration and thinking.

For a smart and mature entrepreneur, as long as we go deep into the market and do meticulous research, there will never be a slack season for the marketing activities of enterprises.

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< p > < strong > 14, selling in peak season, and doing market < /strong > /p in off-season.

The sentence "P" is widely circulated in sales, which actually reflects the lax thinking in the off-season.

The hard work in the busy season and the rest and rest in the off-season have already become the operation rules of most companies.

This is understandable, but opportunity still exists.

At the same time, the growth of off-season sales will not come from the increase of the market, but rather from the reduction of competitors.

To put it plainly, it is to grab from their hands when their opponents are slack.

This is also the reason why the strategy of "off season boom" has been adopted.

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< p > just like 6 and July, when the beach shoes are off season, many electric business enterprises have reduced the promotion and marketing of beach shoes. AOKANG, red dragonfly and other footwear business operators have promoted the 99 yuan sandal sandals by Juhuasuan platform.

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< p > "rush to increase in the rush season and reduce volume in the off-season" is the fundamental strategy to increase sales in the off-season, so as to take advantage of stronger promotions, wider publicity and lower prices.

But it needs to be pointed out that the absolute amount of off-season is limited after all. Therefore, the strength of the investment should be moderate and the degree of Rob must also have a degree.

Moreover, sales in the off-season should be reasonably controlled in the supply chain, otherwise it will become a huge inventory pressure.

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< p > in addition, innovation is very important.

The essence of marketing is to buy homogeneous products.

Innovation is to create differentiation, differential promotions, differentiated market positioning and market selection to achieve sales growth in off-season.

Just like AOKANG beach shoes, through conventional marketing promotion, it is difficult to occupy a relatively fixed market position. They take Juhuasuan, branding and other routes to form differentiated sales promotion, so that they can achieve good sales results.

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< p > improve the concept of seasons according to the peak season of the off-season sales in a year, so as to make a good response ahead of time. Take < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > as an example: < /p >

< p > < strong > month: < /strong > /p >

< p > 1, clothing winter clothing peak season, is a crazy season.

The specific date is before and after the new year's holiday and before the Spring Festival.

At this time, the weather is cold, and winter wear is selling at high prices and high profits.

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"P > 2", at this time, we can carry out "big purchase, new year's new clothes, Spring Festival not closing" and other theme activities, in order to improve the sales of shop products.

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The selection of "P > 3", spring wear and summer wear has already begun, preparing for the promotion of spring wear and summer wear.

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< p > < strong > February: < /strong > /p >

< p > 1, the most prosperous season of clothing winter clothing is a crazy season.

The specific dates are around the Spring Festival, Lantern Festival and international Valentine's day.

At this time the weather is still colder, and winter wear is selling at high prices and high profits.

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< p > 2, but affected by the traditional Spring Festival holiday, it will ushered in the off-season for nearly half a month. Generally after mid February, traffic slowly begins to recover. At this point, we must do a good job of marketing promotion after the Spring Festival.

Under these conditions, these marketing plans need to be completed on the eve of the Spring Festival.

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< p > < strong > March: < /strong > /p >

< p > 1, clothing season changing season, winter clothes start to throw goods, spring clothes are listed in bulk, which is the standard season, and the specific date is around 38.

At this time, the weather is cold and warm alternating temperature is too high, suitable for winter clothing dump goods.

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< p > 2, entering the March, the volume of traffic began to increase significantly, and the industry is coming.

In mid March, summer products began to go public, and the promotion of summer explosions began. At the end of March, explosive products emerged, and in early April, shops were launched.

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< p > < strong > April: < /strong > /p >

< p > 1, clothing spring sales season.

It is the standard peak season. The specific date is in mid April. At this time, the weather is mild, and the temperature is moderate. When the Tmall fresh air is still active, spring clothes are selling well.

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< p > 2, 4.18-4.21 is the activity of Tmall new wind. This is the summer exploding campaign has started, and some sellers have seized powerful search resources.

This period is also the most powerful period to stabilize sales and status of shop explosions, which needs to be grasped.

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< p > < strong > May: < /strong > /p >

< p > 1, clothing spring summer suit is over season. It belongs to the standard high season. The specific date is before and after the May 1 holiday. At this time, the temperature is getting warmer.

At the same time, it is worth the Tmall T-shirt and mother's day.

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< p > 2, the peak period of summer clothing sales is from mid April to mid May. By the end of May, the summer products have been cleared up. At this time, it is necessary to stock up rationally, reduce inventory and meet the arrival of the off-season in June.

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< p > < strong > June: < /strong > /p >

< p > 1, clothing summer sales season, is a standard off-season, the specific sales date in children's day, 6.18 years to promote.

At this time, the weather temperature is hot, summer wear is hot, and the amount of running is large, but the price is low and the profit is low.

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< p > 2, and after 6.10 days, the sales of summer wear began to decline rapidly. Even if there is stimulation in 6.18 years, it is just a stimulant. It will not play a big role.

This time should be reasonably promoted.

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< p > 3, entering the June, began to consider the selection of the products of the autumn products, print and other work, the first half of the sales analysis and summary, the second half of the marketing plan.

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< p > < strong > July: < /strong > /p >

< p > 1, clothing summer wear season, is a crazy off-season, the specific sales date in mid July, Juhuasuan big promotion.

At this time, the weather is extremely hot, and summer wear sales are basically stagnant. It is recommended to promote sales.

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< p > 2, autumn products have already started to place orders, and the store has done pre-sale work for autumn products.

We will start marketing and marketing plans for some autumn products.

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< p > < strong > August: < /strong > /p >

< p > 1, clothing summer wear season, is a crazy off-season, the specific sales date in mid August autumn installed on the new.

At that time, the weather was abnormal and sultry, and the sales of summer wear were completely unsalable, and autumn clothes were listed on a small scale.

A large number of summer clothes were cleared.

Low price promotion is recommended.

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< p > 2, entering the August, some of the autumn single has officially started sales, strong shops have begun to seize the powerful position of the market, but also a key period to create a burst of funds.

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< p > < strong > September: < /strong > /p >

< p > 1, clothing summer and autumn overloading season, also is the off-season excessive peak season, is an awkward off-season, the specific sales date is in the middle and late September.

At this time, the weather began to cool down, the temperature difference between day and night was bigger, and the wind was bigger.

Summer clothes are cleared, and autumn clothes are on the market.

At this time, many consumers have a wait-and-see mentality.

At this point, the seller should be steady in mind, not too anxious and impetuous, and actively adjust the store's goods and marketing plan to prepare for the peak season.

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< p > 2, during this period, the explosive products of Qiu Dan were basically mature, and the market competition began to be intense. In late September, market sales began to surge.

Prepare for marketing and prepare for the coming season.

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< p > < strong > October: < /strong > /p >

< p > 1, clothing autumn sales season, is a crazy season, the specific sales date in mid 10 months.

At this time, the temperature is moderate, the temperature difference between day and night is large, and autumn clothing is selling well.

At this time, the arrival of the National Day also announced the official opening of the peak season.

The offline shopping crazily shopping period concentrates during the national day long vacation, many people, the turnover is high, but the autumn clothing price is moderate, the profit is moderate.

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The sales peak season of < p > 2 and October is mainly concentrated in the middle and late days. Because of the psychological fatigue of consumers after the long holidays, online sales will also have a trough of sale (about 10 days or so), so we hope you can make good use of the long holidays before you can sell so that you can safely pass the 15 day low in early October.

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< p > 3, since October 1st, double 11 marketing activities have entered the countdown of 30 days, preparations have been carried out, and marketing and customer accumulation have been well prepared to win more customers and sales volume during the double 11 period.

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< p > < strong > November: < /strong > /p >

< p > 1, clothing autumn and winter stable over season, while catching cats eleven, is the standard season. The specific sales date is one week before and after the double 11 shopping carnival.

At that time, the temperature gradually decreased, the autumn clothes were thrown off the market and the winter clothes went on sale steadily.

The sale of autumn clothes is selling well, and winter clothing is on sale.

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< p > 2, but influenced by double 11 activities, consumers will have a consumption fatigue period of 15 days after the end of double 11.

At the same time, many of the big sellers of this time have earned enough money for double 11 activities, and have been unable to do some promotional activities. Relatively speaking, they belong to the blank space of marketing. Some small and medium-sized sellers can take advantage of this opportunity to do activities such as drilling exhibition, through train and store marketing, but at the same time, ensure the delivery time of logistics.

This brings benefits to sellers as much as a double 11. < /p >.

< p > 3, after 11.20 days, we need to consider selling the remaining 11 products.

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< p > < strong > December: < /strong > /p >

< p > 1, clothing and winter clothing season is a crazy season. The sales date is on Christmas Eve, Christmas day and around.

At this time, the weather is cold, the winter wear price is high, the profit is big, during the festival promotes the winter clothing turnover with the promotion.

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< p > 2 and early December, Tmall and Juhuasuan will have a series of promotional activities to help double 11 sellers to clear up. Small and medium-sized sellers can also take advantage of this "Dongfeng" to carry out some clearance activities.

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< p > above season division is based on the seasonal climate law, with the analysis of the experience of the electricity supplier industry, but affected by the market changes, it should be used in a specific and reasonable way according to the marketing situation at that time! < /p >