Many retailers have been mistaken that off-season marketing is off-season sales! In fact, this is two completely different concepts, off-season marketing is a business idea, off-season promotion is a means of marketing non-marketing.
Past sales data show that the off-season apparel industry is in June, July and August each year, while the off-season sales of sporting goods in each of November, December and January, between the various brands, there will inevitably be some different. There are some relatively off-season. For example, the Spring Festival has just passed. The Spring Festival on February 18 this year and the February 19 start is a low season, lasting at least 10 days to 15 days, due to the traditional Chinese festivals. For example: Monday to Thursday and Sunday than Sunday is the off-season, the annual May 1, 11 golden weeks after the end, starting on the 8th for some time to go is a low season.
In short, the off-season sales of our apparel retail usually exist, but sometimes because of the length of time we can handle some aspects of deviation, a short time is easy to get over, a long time we are difficult to adhere to. So every year from June to August is often referred to as the death of apparel sales.
In the field of apparel , the market competition will be a phenomenon: the two brands in the peak season when the sales gap is small, but sales off-season, people will find that some brands can be strong in the 300,000 or more Of the sales, while some brands have dropped hundreds of thousands of performance, and what is the reason? How do we face the off-season, out of clothing sales "deadline"? All of this starts with the formation of the off-season.
A factor: non-standard inventory of the "aftermath"
The origin of off-season marketing is not the garment industry, the earliest from the beer, air-conditioning such seasonal agency products start. Consumers generally drink beer in summer, drink liquor or other drinks in winter. Air conditioning is also good for the summer in the north, the winter is not good to sell. Similar situation in the apparel industry, such as sales of down jackets.
However, when we make brands that are non-functional products or non-proprietary products, we should have no off-season because they are not affected by seasonal and climatic factors. There are many times when our off-season is actually manufactured by the manufacturers, who make the brand because they do not regulate the operation of the brand and out.
The off-season promotion of the apparel industry was first operated by leaders in the apparel market. Because you can not leave the goods, you must be cleared (the remaining goods in your hand). At this time, consumers are less and less in demand for such products, while consumers also seek cheap mentality, the various signs of market performance, let us begin to do promotions.
However, consumers have another attitude, an imbalanced attitude. When the off-season a lot of discount promotions, it will make us season suffered some losses. When we discounted, the loss was a net profit, which is only a short-term sales phenomenon (due to some brands through sales promotions, sales increased), promotional discounts primarily to knock consumers trust in the brand. When the off-season discount, we have never thought of how to do the season? This phenomenon has begun to spread. However, due to our fear of stockpiles and the lack of control over inventories, manufacturers have taken the habit of picking up profit in high season and clearing stock in low season.
Put aside the factors that do not regulate the operation, we make four seasons a year brand, why sales to the season will decline? We also need to find other reasons.
Two factors: the boss does not know how to manage goods
The earliest sales in the country to form the concept of off-season sales are some discount sales of the brand, usually casual wear -based, and now many employers in the procurement of goods, still using discount sales. And many business owners for so many years, when ordering is still using a traditional way.
Many employers for the concept of the market there are still some errors. When some builders who used to be wholesale or now have been transformed by wholesale have met the manufacturers asking how much they sold (how much they sold), the owners always reported the number of sales, in fact, sales to some extent are always based on money Number of units can not be the number of units. This is because some of our friends in the past to do when the wholesale distribution of bad habits, product sales price is often increased in the ex-factory price, but engaged in retail clothing can not do so. Loyal consumers, season, I went to this shop which has 100 kinds of products, which I choose to buy the product must have been my favorite, I think it is the best, and the price I think the most reasonable. After two or three weeks after I bought it, I went to this shop again. If the 100 products are still on display, I would like to buy it. The rest is what I do not like, so I did not buy it. After another two or three weeks to go or the 100 kinds of products, so still did not buy. At this moment, the purchasing power of the old customers began to decline, precisely because we lacked the new stimulus, so some deviations in the product listing mode caused the decline in the purchasing power of the old customers.
There are many brands listed on the market now covered. I shop today may be winter, after a week the store is full of spring, this listing is the cover-up way, a one-time spring, the winter out of the shop squeeze out, then winter is stock (no chance to sell).
When we give the customer a certain amount of choice, the customer must be better selected among the best. So when the product should be squeezed on the market, in batches sub-band goods, step by step to squeeze the winter. There is also a phenomenon, when we shop, as a new product on our consumer base had a great stimulating effect, the short-term sales rise, our manager clerk charge at this time are very happy, new The goods sold well. However, after two or three weeks, the sales volume began to decline gradually. The stock of goods began to drop. The new product was no longer new. The store responded more and more to its sale. This is the first reaction. When you can make up When the store can also be maintained, if not fill the goods when the staff will ask "when the goods"? So in the retail management in order to continue the pursuit of rising sales, each on the band before a number of advance, resulting in the annual 6, 7, August out of stock, the result is to maintain sales but lost the sales cycle should be produced Out of the sales profit value.
For example: when ordering a spring order of 20 million of the goods, I think it will be able to sell 200,000, the results of the spring sold 250,000, that 50000 sold must be Spring II goods, where the spring is only set to 10 Million goods, we imagine, how to maintain the sales of spring two, only the beginning of sales of spring three products; so each season is a little earlier, the results to 6, 7, August to the Treasury when the whole look is not good Sell ​​goods, and finally formed a concept not easy to sell, the off-season promotion came out, and slowly consumers have also been us to keep this habit.
Therefore, the off-season marketing is a new idea, a new concept is a method of sales consistency, when the market immediately into the off-season sales, if then your sales of goods reserves belong to the minimum insurance value When can we engage in promotion? Certainly can not do it Because when an average store sales of goods is just the off-season sales can digest the goods can not do promotions. But sometimes we are blindly pursuing a discounted approach, and when our competitors engage in activities, we begin to have ideas in mind, and not how many sales and reserve items we have. Because the bosses did not know how to manage and plan the product, it led to the off-season product.
Three factors: the impact of the weather
When the weather feels uncomfortable, people's first idea is not moving, it is a human habit. And in general, spring and summer products are slightly lower than the price of autumn and winter, the same consumption of 4,000 yuan, for the autumn and winter products, we sell about 10 can basically achieve sales targets, because autumn and winter single product value. For the summer, we may need to sell 20 items.
The number of items we sell at the same time is increasing substantially, but the number of our passenger traffic is declining due to the weather and other factors. As a result, the increase in the number of transactions and the decline in passenger traffic on the formation of the dislocation, so often the summer sales of less than our satisfaction.
Taken together, the following factors are the main factors that will enable us to avoid the off-season.
First of all, it is necessary to make it clear that the promotion is the pursuit of soaring sales in the short term;
Second, there is also a habit of doing sales, good goods (new goods) are planned;
Third, we must understand consumer spending habits of customers;
Fourth, the management of goods, the principle of adherence to the order of goods terminal management, which is what sales should do;
Fifth, the purchasing power and market demand away from the demand.
It is impossible for us to change the physiological habits of our consumer groups under the balance of all these factors. We can not do this. Stimulating consumer purchases through the price of a product or product can be done, the right promotion can be done, and the right stimulus can be done. So in the off-season sales through some method to properly stimulate the purchasing power of customers.
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