Sales Promotion Or Clearance At The End Of The Year

It is undeniable that discount is effective in the early stage of market development. However, with the strengthening of brand competition and the maturity of consumers' consumption concept, discount has limited effect on promotion. There are many ways to promote sales, such as buying gifts, discounts, joint promotions, thematic promotions, on-the-spot try, consumption scorecards, cash return, limited time rush, community promotion, special price promotion, and so on.

These promotional activities have their own shortcomings. How to use these promotional methods flexibly should be based on the consumption habits and customs and habits of the target customers. In addition, these promotional activities can not be copied completely. Retailers should work out effective promotion methods according to their consumption characteristics. Holiday promotion should show the spirit or brand culture of retail enterprises in specific details.

Retail businesses can be arranged in a similar fashion, but because of their different positioning and development strategies, their shopping atmosphere should have their own characteristics. In fact, the biggest problem of holiday promotion is homogenization for physical retail enterprises. In terms of promotion and resource occupation, sales promotion is less attractive to consumers. The application of low price strategy depends on how high the price sensitivity is when consumers choose similar products. If consumers are not sensitive to price, even lower prices will not have much impact on sales volume. "

Ms. Chan, a brand woman dress shopkeeper, told Xiaobian that holiday promotions are often used as a special means for retail companies to rush sales. They tend to pay more attention to the actual effect and focus on sales promotion, which is a short-term behavior. Enterprises should focus on brands and appropriately cooperate with shopping malls to develop marketing. Zhang Gong, a marketing expert who works in a consulting company, said that clothing companies use discount to attract most consumers who want to pursue good quality and inexpensive products. They should also pay attention to controlling the frequency, scale and occasion of the discount.

"Moderate discount activities to promote clothing Sales have a certain effect, but it is not appropriate to introduce discount activities too frequently, which will make the loss more than gain, which will easily lead to consumer fatigue and damage the brand image and affect subsequent sales. The most obvious side effect of the discount is too much. Consumer With the habit of "do not buy or not buy", consumers begin to discount goods after three. A few years ago, consumers who saw a discount on a passion rushed to calm down, and began to compare the discount prices of brands and shopping malls. Discount Gradually from the promotion of marketing to the normal market, the attractiveness of consumers also weakened.

In addition, the frequent discount sale of new products is likely to trigger a vicious circle of clothing sales: new products will reduce prices, so that consumers will not rush to buy new clothes after the coming season. Instead, they will choose to wait and see and wait for price concessions, which will lead to the slow sale of new products and even the sale of new products. This is a necessity for some garment enterprises that need to face the pressure of high storage pressure.