Clothing Shop Promotion Must Be Modest.

Promotion is the main theme of marketing, and sales promotion will follow if products and services are available to the market. Businesses will choose different ways and carriers according to their own conditions and purposes. As far as promotion motivation is concerned, Xiao Bian can generally be divided into the following categories:

1, sales promotion: maximizing sales volume and cash flow is the main motivation for sales promotion, and is also the common goal of retailers and brand manufacturers.

2, combating and suppressing competitors: there will be competition in the market. The main body of market competition is to win the competitive position. Apart from the strategic layout and the differentiation of business models, promotion is the most basic and conventional way of competition.

3, create extra business income: for retailers, when sales promotion tends to be the same, and sales promotion effect is becoming increasingly poor, sometimes promotions have begun to sour and become the "money making sway" of retailers with dominant positions, promotion of tenders, auction of naming rights and high DM charges. Because of the scarcity of terminal resources, these unreasonable charges become possible, and this cost has become one of the main source of profits for many businesses. It has been most prominent in Shang Chao, and has begun to show signs in the pharmaceutical retail industry. At this time, the sales promotion effect is no longer important, and the important thing is the "revenue generation" process.

4, clean up Stock In order to clean up the backlog commodities and revitalize the resources, the usual "clearance sale" and "big price reduction" are all the same.

As a product goes to market, Market promotion In the process of brand communication, moderate promotion can promote the icing on the cake. However, we have also realized that excessive sales promotion should be curbed because it may be the consensus of the marketing community that he may empty the market base of a brand and overdraw the future earnings of a product. However, the phenomenon of excessive promotion is actually becoming more and more intense, so that many enterprises are suffering from "sales dependency". This will have many adverse consequences for the health of the market as a whole.

1, suffering from Promotion Dependency: big sales generate large sales, small promotions generate small sales, no promotions, no sales. So that sales promotion should be carried out every year.

2, consumer numbness: when the sales season of a particular product comes, it will have a considerable impact on consumers' purchasing behavior and tendency. But if a commodity is promoted at all times, or even more than once, the consumers will be numb and produce "aesthetic fatigue". Consumers may want to: buy it next time, anyway, this promotion is often done, and it may be cheaper or more gifts in a few days.

3, resulting in price confusion caused by "rush goods": in order to channel members to purchase incentives, and other promotional activities, as most manufacturers will be based on the purchase amount of different channel customers to set up different rebate ratio, large amount of rebate high, small amount of rebate low. The famous saying goes: "great contribution and great repayment." This will break the price balance between channel members. Because of the discrepancy in price, the rush behavior will inevitably result in a fatal blow to the price system.

4, shorten the life cycle of commodities: there are rebate promotions in the channels, and there are special sales promotions at the terminals, all of which are directly related to the price. Too frequent price discounts will enable channel members and consumers to interpret "promotional price" as "normal price". At this point, "promotional price" will become a psychological price acceptable to consumers. That is to say, after frequent promotions, the price of goods can hardly rise to the level before promotion, which will make the market price of commodities go down in the process of frequent promotions, and the profit margins of members of various channels will continue to shrink. When shouting "no money can be made" from top to bottom, the commodity will soon come to an end.

5, overdraft future market returns: moderate promotions will either occupy the market share of competing products, or directly expand the market demand, which has absolute advantages. However, once the sales promotion is excessive and the short-term market demand can not be increased, it is impossible to generate "promotion increments" in addition to the future earnings of the overdraft market. This directly leads to the strange phenomenon of "sales stop, sales stop." This prevented the occurrence of this phenomenon, and had to put on another sales promotion (for example, the purpose of the promotion was "pressing goods", the purpose of this promotion was "clear inventory"), and then continued vicious circulation.