Products Can Have A Peak Season, But An Enterprise Can Not Have A Busy Season.

As 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 transition. 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.

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

1, products can have a light season, but an enterprise can not have a busy season.

The peak season of some products is hard to avoid, but there are some reasons for the peak season, such as summer cooling. shoes The sales are good, this is the peak season due to climate, and the sales of water pumps are good when the 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.

2, the off-season is also the peak season.

Most enterprises will fight hard in the peak 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.

The off-season is the best time for enterprises to seize the market. For example, if you want to sell single shoes on the line of autumn and winter, most sellers will officially launch the autumn and winter single shoes in September, but some of the more advanced sellers begin to sell single shoes in July. When the off-season is often the lax time of competitors, 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.

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

It can be seen that if we can make the market in the off-season with the determination of the peak season, although the absolute quantity (sales volume index) can not be breakthroughs, even in the sales volume even a small increase, 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.

3, adjust and optimize product mix.

Organize technical personnel 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.

For example, in the first half of the year, our shoes were quite elegant, which belonged to a thin version. But our consumers preferred the loose and rough version to the cool, steady and deep colors, like the simple Product accessories. So, these market feedback can help us to choose the styles of autumn and winter products.

4, strengthen the channel construction of e-commerce

We can make use of the off-season time to open up some new business channels. 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.

5, do a good job of summarizing and planning, play a connecting role.

In the last busy season, there are bound to be some problems left behind. When we could not solve them at that time, we need to work hard to solve them in the off-season. At the same time, we need to make a good summary of the last 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.

6, strengthen the training of electronic business personnel.

Summer is a vehicle and water is a boat.

In the off-season, the morale of the team began to decrease and began to relax. 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.

7, do a good job in basic market work.

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 cope with and fight their opponents, 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.

Operators can make use of this time to check and improve store vision, operation strategy, warehouse planning and other aspects, and have more time and energy to improve these details.

8, do a good job in CRM maintenance

The 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 programs 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.

9, timely introduction of new products

Timely launching some new products in the off-season can effectively cut the market share of competitors. 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.

10. Discover new consumption patterns and new consumption uses.

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".

11, insist on moderate promotion.

Some business enterprises in line with "input and output proportional to" principle, in the off-season heavy compression costs. 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.

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".

12, strengthen and develop off-season channels

In the off-season, the main channel of the usual peak season will shrink significantly, but some other sales channels begin to show their 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.

13, market transfer

In addition to time constraints, there are also regional restrictions in the off-season. 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 transfer. 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.

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

14, the peak season sales, off-season to do the market.

This sentence 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.

Just like 6 and July, when the beach shoes are out of 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 beach sandals of 99 yuan by Juhuasuan platform.

"Rush to increase in the rush season and reduce volume in the off-season" is the fundamental strategy to boost sales in the off-season, so that it can be plundered more strongly than rivals, with 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.

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.