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Women's Festivals: Sales On The "Knife Edge"

2014/2/26 16:30:00 66

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The month of "P > Holiday will soon be over. In this month, businesses are making a lot of money. If the Spring Festival is a festival for family and friends, Valentine's Day is a holiday for lovers to buy, so the first festival in March will be a festival for women to concentrate on consumption.

Referring to women's consumption, according to the international data, China's social purchasing power is more than 70% of the total purchasing power of women. In the huge consumer market, 80% of the purchasing decisions are usually made by women, and the consumption power of the group can not be underestimated.

now, women have not only become the main force of consumption concept in the dominant consumer goods market, but also increasingly become the new force that affects the consumption concept of China's consumer goods market.

It can be said that women have become a dominant consumer force in the Chinese consumer market. Therefore, it is becoming more and more important for businessmen to understand the consumption psychology and behavior of female consumers.

How can a businessman create a sales miracle on a single day? What are the characteristics of women's consumption nowadays? How can the brand suit the remedy to the case? Let's make a favorable solution to the market consumption changes with China's < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > industry terminal management and marketing senior training expert Wang Chuanlu.

goods ratio three families produce tangled psychology .

, which is different from the fast and accurate characteristics of male consumption, female consumption tends to be "goods to three". Consumption decisions can be described by entanglements, including the comprehensive assessment of products and the measurement of product prices to decide whether they will produce the final consumption decisions.

While women choose commodities, especially in a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, they often pay more attention to style and quality, and are not very sensitive to brands.

because of the characteristics of women, they usually choose products carefully and pay attention to the difference between products.

From this point of view, women's business is not easy to do.

Although shopping is more "picky", women are often less rational, and more than 40% of women have a desire to buy Promotional products, which is much higher than that of men.

At the same time, women are more likely to be influenced by other people's views, and are also no exception in making shopping decisions. This also reflects the irrational consumption of women from one aspect.

Many women regard shopping as a kind of enjoyment, so they also pay more attention to the atmosphere of shopping and the appearance and emotional characteristics of merchandise.

This is also an important reason why boutiques are popular with women.

generally speaking, women's purchase desire is greatly influenced by intuition and is easy to purchase because of emotional factors.

As a business, how to attract customers to the store at the first time and then generate consumption becomes particularly important.

Solution > /strong > /p >

first, shops should visually attract female consumers.

"Commodity display" is a silent dissemination and promotion. The level of means will greatly affect the sales ability of products.

Commodity display should take into account the characteristics and needs of female consumers in display height, color matching, display style, lighting, decoration, POP and so on.

Moreover, women's pursuit of beauty is endless. Therefore, "commodity display" often needs to be changed to "new faces" to attract customers.

"I perceive" is the last temptation of the terminal, such as clothing products, try to show products to female consumers through models. Women's purchase desire is greatly influenced by intuition, and it is easy to purchase behavior because of emotional factors.

store service should also be meticulous and comprehensive.

When women are consuming, they are also easy to be influenced by many soft factors that affect their emotions, besides paying attention to the hard index such as commodity quality and price.

Therefore, when women are doing business, if they are concerned about women's emotional needs, and from the perspective of humanization and human interest, the business will be half successful.

price decision, purchase decision /p >

although female consumers are easy to be influenced by the terminal store atmosphere during shopping, they are also very vulnerable to discounts, gifts and small gifts when shopping. Sometimes, they will buy goods for their favorite gifts.

Sometimes she thinks the discount is very substantial, regardless of whether she has any demand now, she may choose to buy it. Especially in the background of the continuous downturn of the clothing consumer market, although women's consumption is more prudent, they are often promoted by sales promotion, even if the women with low consumption power are hard to move in front of the gift.

in commodity prices, women are more convinced than men that "price is more than three".

Women tend to make prudent decisions against their own needs before deciding to buy. They usually compare the prices of similar products in several stores. After careful consideration, they often choose the cheapest price.

This consumption habit seems to be China's more traditional consumption habit.

Women's financial management concepts are more traditional and unwilling to take too many risks, which is bound to make women more cautious in their spending and more sensitive to prices.

This also proves from one side that promotional activities have greater influence on women's shopping decisions.

Then, how can businessmen use their price strategy to attract women's consumers by using price charm?

Solution > /strong > /p >

under the premise of ensuring the fashionable and beautiful products, enterprises must give full play to the "three inch tongue" in order to break the characteristics of women's consumption that is easy to be influenced by others. The shopping guide tries to adopt the strategy of "Star", praises her, and makes sure that consumers can personally examine themselves, and finally they have to pay for their pockets in the condition of "half dream and waking up".

impulse is the "devil" of women's psychology. Impulse consumption accounts for 20% of the total expenditure of women, especially in 18 year old ~35 years old women, and the number of impulsive consumption is as high as 93.5%.

Therefore, many female consumers will have dozens of pairs of "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a ", full of toilets cosmetics," a target= "_blank" href= "http://www.91se91.com/" > clothes "no" and full of wardrobe, but always feel less clothes.

This "impulse consumption" mentality largely explains the irrational nature of women's "enjoying life and pursuing fashion".

especially the festival with feminine colors such as women's Day is the best opportunity for enterprises to implement the promotion of "she", and is the golden age for the doubling of sales volume.

In the aspect of product design, the important factor is the internal factors of women's fashion demand. When the product can maximize the internal demand of consumers, and the product value and price tend to be balanced, the factors that drive price decisions will be reduced to a minimum.

in addition, it is also important to develop consumer loyalty and expand word-of-mouth communication in festivals where women spend a lot of concentration. As a brand shop, if consumers have additional requirements in product prices, such as increasing the demand for gifts, the manager should be humanized to meet the customers' requirements within reasonable limits. The brand chain stores should do a good job in holiday marketing programs before the festival, such as when customers have special requests during the activities of the stores, they should be reported to the headquarters for human handling.

Of course, this is a small number of market rules.

Fashion advocating integration into life style /p >

the so-called "love of beauty is the heart of everyone". This is most vividly reflected in women. It is true that money is absolutely willing to spend money for beauty. Consumers are more willing to pay for fashion. The 20 year old ~40 year old female consumer group is particularly obvious.

with the rapid development of the whole media, the channels for female consumers to get fashionable information are more comprehensive and new. This has prompted them to catch up with the market trend all the time, and the pursuit of dress renewal is changing all the time. This is also the reason why fast fashion brands are attracted by most female consumers.

Salesmen who serve as clothing terminal services, keep pace with fashion, should be able to recommend or match fashionable clothing for the first time after customers arrive at stores. P can only be sold even when the sales staff's fashion perception time exceeds consumers.

Solution > /strong > /p >

Terminal dissemination "she".

The final decision to buy is "terminal at the door", so in the physical terminal "she" dissemination, will greatly enhance the product sales force.

No matter during the festival or on weekdays, brand stores should be unified at the first time to upload the latest items, and display them in combination with window displays, and quickly convey fashion updates to consumers.

brand culture determines the performance of its fashion. According to women's inner needs, life style is its focus.

Brand should not unilaterally pursue short-term profits, nor blindly grasp fashion elements, but integrate with cultural concepts, display the essence of brands through the terminal services, and resonate with consumers, this is the way for enterprises to survive for a long time.