How To Avoid The Homogenization Of Holiday Promotion In Clothing Enterprises?

For a long time, holiday promotion often falls into a misunderstanding, that is, promotion is selling at a low price. As a result, supermarkets and other terminals often have "special sale", "buy one get one," and other signs of renovation, and some products are almost daily sale, promotion day to day, to the end of the consumer has been numb. And the enterprise is also a bitter water, the price has been too low to lower, then lower will no profit. As a result, the operation of enterprises has been plunged into "no promotions" and so on. Promotion The situation of finding death.

　　 Low price strategy First, we need to see 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. Generally speaking, the unit price of fast food products such as snack foods is not very high, and consumers also pay more attention to brand factors in actual consumption. Take the large KA terminal as an example, the brand comprehensive ability of small and medium-sized enterprises is weaker than that of the first tier enterprises. Therefore, in the actual holiday promotion, small and medium enterprises should pay more attention to the brand influence of large KA terminals. channel Such as traditional wholesale channels.

Generally speaking, some enterprises have strong guerrilla nature and randomness in festival promotion, and the annual planning is not strong. Of course, some small and medium enterprises can make use of their flexibility and decision concentration to succeed in special events. However, the lack of annual systematic promotion mode often fails to form a resultant force, which leads consumers to not recognize the continuity and unity of the brand.

Generally speaking, the purpose of holiday promotion is usually to rush sales, but not only that. In order to recommend new products to consumers just before the holidays, some enterprises often bind sales with old products. For example, when Jinliufu launched the six happy homes, it was bound up with the Jinliufu products, that is, to buy six lucky people to buy six lucky ones. Of course, it can also be used as a form of gift. The key is to understand the purpose. Only in this way can the holiday promotion get twice the result with half the effort.

Holiday promotions are often used as a special means for enterprises to rush sales, and pay more attention to their actual effect, that is, focusing on sales promotion, and more is a short-term behavior. However, from the perspective of the overall operation of enterprises, holiday promotion is also a part of the specific business behaviors of enterprises, and also plays a role in achieving the strategic objectives of enterprises. On the whole, brand spirit is the core of enterprise management, and business operation is carried out around the core of brand. Of course, holiday promotion is no exception. Therefore, holiday promotion must focus on the spirit of brand. More importantly, the product function can be similar, but brand spirit is often unable to learn from other enterprises, it is accumulated in the long-term development of enterprises, that is, brand spirit often has a distinct uniqueness. In the specific implementation, we should pay attention to the following two aspects. First, the theme of holiday promotion should be unified with brand spirit. Secondly, the details of holiday promotion should reflect the spirit of brand.