Editor's note: Singles Day, Christmas, New Year, Spring Festival, March Eighth, April Fool's Day... Large and small festivals one by one; the slogan to “discount†never stops. However, holiday promotions you do I do, how can you avoid frequent crashes to maximize profit and reputation?
For many clothing companies, holiday promotions are not new. Almost at large and small festivals, we can see that the clothing stores are doing promotional activities. In the face of a dazzling array of promotions, how can businesses avoid them? What is the "homogenization" phenomenon? Xiao Bian for you to stroke:
Holiday promotions, first understand the purpose
In general, the purpose of holiday promotions is often to rush sales, but it is definitely not just that. In order to recommend new products that have just been introduced to consumers during the holiday period, some companies often bundle promotions with old products. For example, when Jinliufu launches Liufu People's homes, it will be combined with the mature product Jinliufu to promote sales, that is, to buy Jinliufu wine gifts. Liufu people. Of course, you can also use the main new product as a gift of new products. The key is to understand the purpose, and only such holiday promotions will do more with less.
Holiday promotions, system planning is more important
In general, some companies have strong guerrilla and random nature in holiday promotion. The annual planning is not strong, and most SMEs are in this situation. Certainly, some SMEs can use their flexibility and decision-making concentration to succeed in special events. However, the lack of annual systemic promotion methods often fails to form a joint force, which prevents consumers from forming a continuous and unified understanding of the brand.
Jump out of the misunderstanding of "promotion = low sales"
For a long time, holiday promotions often fall into a misconception that promotions are low-priced sales. Therefore, supermarkets and other terminals tend to have "special sales", "buy one get one free" and other retold signs, and some products are almost every day engage in special offers, daily sales promotion, to the end of the consumer has been numb . Businesses are also bittersweet. Prices are already low enough to be low. There will be no profits if they are low. As a result, business operations have fallen into a situation of “no promotion, no death, no promotionâ€.
The use of low-cost strategies must first look at how high the consumer's sensitivity to price is in selecting similar products. If consumers are not sensitive to prices, even if they lower prices, they will not have much impact on sales. In general, the sales price of fast-food products, such as snack foods, is not very high. Consumers also pay more attention to brand factors in actual consumption. Taking a large-scale KA terminal as an example, the comprehensive capabilities of the SME brand are relatively weaker than that of the first-line enterprise. Therefore, in the actual festival promotion, SMEs should pay more attention to brand influence in large-scale KA terminals. As for sales, they still have to rely on other channels, such as traditional wholesale channels.
Holiday promotional theme, relying on the spirit of the brand
On the whole, the brand spirit is the core of the company's operations, and the company's operations are centered on the core of the brand. Of course, holiday promotions are no exception. Therefore, holiday promotions must be conducted around the spirit of the brand.
More importantly, the product features can be similar, but the brand spirit is often not learned by other companies. It is accumulated in the long-term development of the company, that is, the brand spirit is often unique. In the specific implementation of the main attention to the following two aspects. First of all, the theme of holiday promotions must be internally unified with the spirit of the brand. Second, the specific details of holiday promotions must reflect the spirit of the brand.
Holiday promotions are often used as a special means for companies to use for sales. They pay more attention to their actual results, that is, they focus on the promotion of sales. They are more of a short-term behavior. However, from the perspective of the overall business operations, holiday promotions are also part of the company’s specific business operations, and also assume the role of achieving corporate strategic goals.
Editor: Liu Xiang
For many clothing companies, holiday promotions are not new. Almost at large and small festivals, we can see that the clothing stores are doing promotional activities. In the face of a dazzling array of promotions, how can businesses avoid them? What is the "homogenization" phenomenon? Xiao Bian for you to stroke:
Holiday promotions, first understand the purpose
In general, the purpose of holiday promotions is often to rush sales, but it is definitely not just that. In order to recommend new products that have just been introduced to consumers during the holiday period, some companies often bundle promotions with old products. For example, when Jinliufu launches Liufu People's homes, it will be combined with the mature product Jinliufu to promote sales, that is, to buy Jinliufu wine gifts. Liufu people. Of course, you can also use the main new product as a gift of new products. The key is to understand the purpose, and only such holiday promotions will do more with less.
Holiday promotions, system planning is more important
In general, some companies have strong guerrilla and random nature in holiday promotion. The annual planning is not strong, and most SMEs are in this situation. Certainly, some SMEs can use their flexibility and decision-making concentration to succeed in special events. However, the lack of annual systemic promotion methods often fails to form a joint force, which prevents consumers from forming a continuous and unified understanding of the brand.
Jump out of the misunderstanding of "promotion = low sales"
For a long time, holiday promotions often fall into a misconception that promotions are low-priced sales. Therefore, supermarkets and other terminals tend to have "special sales", "buy one get one free" and other retold signs, and some products are almost every day engage in special offers, daily sales promotion, to the end of the consumer has been numb . Businesses are also bittersweet. Prices are already low enough to be low. There will be no profits if they are low. As a result, business operations have fallen into a situation of “no promotion, no death, no promotionâ€.
The use of low-cost strategies must first look at how high the consumer's sensitivity to price is in selecting similar products. If consumers are not sensitive to prices, even if they lower prices, they will not have much impact on sales. In general, the sales price of fast-food products, such as snack foods, is not very high. Consumers also pay more attention to brand factors in actual consumption. Taking a large-scale KA terminal as an example, the comprehensive capabilities of the SME brand are relatively weaker than that of the first-line enterprise. Therefore, in the actual festival promotion, SMEs should pay more attention to brand influence in large-scale KA terminals. As for sales, they still have to rely on other channels, such as traditional wholesale channels.
Holiday promotional theme, relying on the spirit of the brand
On the whole, the brand spirit is the core of the company's operations, and the company's operations are centered on the core of the brand. Of course, holiday promotions are no exception. Therefore, holiday promotions must be conducted around the spirit of the brand.
More importantly, the product features can be similar, but the brand spirit is often not learned by other companies. It is accumulated in the long-term development of the company, that is, the brand spirit is often unique. In the specific implementation of the main attention to the following two aspects. First of all, the theme of holiday promotions must be internally unified with the spirit of the brand. Second, the specific details of holiday promotions must reflect the spirit of the brand.
Holiday promotions are often used as a special means for companies to use for sales. They pay more attention to their actual results, that is, they focus on the promotion of sales. They are more of a short-term behavior. However, from the perspective of the overall business operations, holiday promotions are also part of the company’s specific business operations, and also assume the role of achieving corporate strategic goals.
Editor: Liu Xiang
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