How Can Clothing Stores Improve Their Sales Performance In The Off-Season? [Above]

The alternate seasons are like seasons. After the depression, the spring is coming. After the scorching sun and the hot summer, the fruits are full of fruits. If enterprises can improve their performance in all kinds of depression and make their products thriving in the scorching sun, they can not only increase the income of the enterprises, enhance the visibility of the products, but also enable the enterprises to lay a good foundation for the coming peak season and seize the opportunity in the future competition. But in order to improve sales performance, only by using scientific marketing strategy can we turn back to "rise" and achieve good results.

(1) understand the needs and formulate science. Marketing Key to strategy

Although the use of scientific marketing strategy can enable enterprises to improve sales performance, all of these are based on insight into market demand. If we want to formulate a scientific strategy, we must first find consumers' demand for products, then seize the demand, create demand and guide demand, so as to formulate a scientific and effective marketing plan to attract consumers' purchase.

1, price

China's underdeveloped economic situation determines the sensitivity of the vast majority of consumers to commodity prices. In the off-season, because of the imbalance between supply and demand, the price of commodities is low, which is higher than that of high season products. More and more consumers are interested in "buying in season" to get benefits. This summer in Zhengzhou and other places, the emergence of hot clothing is the price of the leading factor, "Persian", "Ya Ya" and other famous down clothing sales in this summer has surpassed that of last winter. Zhengzhou silver base trading city, a distributor of "Posen" merchants set up a day to sell  300 many pieces of success. Analysis of its reasons, in the winter price  300 multivariate Down Jackets In the summer, only about  100 yuan, the huge price difference directly led to the sales of down garments. For consumers, buying in low season can get more benefits.

2, ideas

There are many products selling off season because of people's consumption concept. Such as ice cream, candy, beer and other disposable consumer goods, people's demand for these commodities in a certain period does not seem to be strong, resulting in the sales slack season. But the consumption concept is only a kind of view in the consumer's mind. It will change with the change of consumers' thoughts and the understanding of products, so the consumption concept is changeable. If beer is hot in the sky, it will turn into the off-season when the weather turns cold. But some people think that it is not suitable to drink beer in winter. Some people like to drink beer in winter. This is why beer still has sales in winter. Selling concept guides most people's consumption behavior, but the variability of consumption concept makes it impossible to guide all consumers. This part of consumers constitutes a source of off-season consumption.

3. Climate

The rotation of the seasons has led to changes in the climate. This has also created the peak season for many products. If the clothing industry has the strongest reaction to climate, the rise or fall of temperature will be opposite. clothing Sales have a direct impact, and there is little demand for products that are out of season. But the climate is not static. In recent years, global warming and winter temperatures are getting higher and higher. This has led to a gradual shift in the peak season of clothing. Originally in March and April, spring clothing was still in the off-season, and has entered the "peak season" in advance.

4. Geography

In the rainy, rainy northwest of the south, the rainy season will flourishing in the south of the Yangtze River. There will be no market for insecticide pesticides in the north after  8 months, but this kind of pesticide can be sold in Kunming all the year round. Different geographical location results in different needs of consumers. The commodities that are in the low season of sale may come to the peak season of sales.

5, strategy

As an enterprise, it is possible for strategic consideration to choose some products to be stocked in the off-season and make stock. There are three advantages in doing so. First, stock preparation in the off-season reduces costs and reduces costs, so that enterprises occupy a dominant position in the competition after the peak season. Two, inventory can be guaranteed, products will be sold well in the peak season, and the unfavorable situation will not be brought to the manufacturers. Three, it is possible to maintain relations with suppliers and enhance communication.

6, events

During the off-season, some major events may lead to a shift from "light" to "prosperous". For example,  6 month and July were supposed to be the off-season of TV sales, but the world war in  2002 led directly to the sales of TV sets, making the sales of TV in  6 and July straight up. This off-season is not only "light", but also directly catching up with the peak season.

7, time

For some middlemen, the difference in time results in the purchase of some commodities in the low season. For example, a businessman who deals in foreign trade, he travels in the country to transport goods to Africa. It takes about  3 to  4 months through sea transportation. This requires him to finish stocking up  3 -  4 months before the peak season of fur business, and then transport to Africa to catch up with the sale of Africa's fur season.

8, others

In addition to the above seven reasons, there are still some needs for the off-season. Every year  5 -  9 month suits are on sale in the off-season, but in many formal occasions (such as large meetings, formal banquets), people are required to wear suits to show the positive nature and importance of the meeting. These consumption also constitute part of the demand for the off-season sales.

(to be continued...)

Next article: Couture How to improve performance in the off-season? (2)