Summary of Mid-Autumn Festival shopping mall activities

We always walk around the Mid-Autumn Festival where we can see the promotion of moon cakes. So what is the summary of this related activity in our shopping mall during the Mid-Autumn Festival? This article is my carefully edited summary of Mid-Autumn Festival shopping mall activities, hoping to help you! Summary of Mid-Autumn Festival Promotion in Shopping Mall (I)

This time, from September 5, XX to September 1, XX, the activity lasted for 6 days, with a total sales of 1, yuan, with a growth rate of 5% from the previous month. Excluding the natural growth of 8% during the holiday period, the actual growth rate reached 28%, exceeding the expected growth target of 5% before the activity.

The schedule of activities is closely related to the Mid-Autumn Festival holiday. Similarly, the average turnover for three consecutive days also appeared from 6th to 8th, and this form continued until September 8th.

for the publicity expenses in the early stage of this activity, on September 4th, the back cover of Business Journal was full-page 1 yuan, with exhibition boards and 9 exhibition stands in 1 yuan, and the sales of publicity expenses accounted for 1%

From the distribution of gifts, the consumption of singles increased, but the consumption was concentrated.

the number of gifts distributed is 3% less than the actual estimated number.

41 Unicom mobile phone experience cards were sold during the 6-day activity. In cooperation activities with Unicom, this new marketing model has brought some new ideas to consumers. In particular, Unicom has hung "China Unicom Honglou Department Store Strong and Strong Shopping to Send Mobile Phone Experience Card" and printed 5 leaflets in the competent business halls. "Colorful Festival Honglou Department Store China Unicom Strong and Strong Shopping to Get Unicom Experience Card" not only promoted our activities, but also made consumers feel the benefits.

From the above situation,

1. Media selection:

There are shortcomings in the selection of media platforms for this event. On the 4th, the advertising campaign was launched, but on the 5th (Saturday), the sales decreased by 17.6% compared with last Saturday. On the eve of Mid-Autumn Festival, the turnover should show an increasing trend, especially driven by promotional activities. From the data point of view, we have narrow propaganda scope and target group deviation in media selection.

Our main theme is the slogan of fashion and leisure, targeting fashionable women and young people, and we should also choose a platform with high popularity in the media. In line with the shopping malls and target groups.

2. Lack of planning:

Promotional activities are organized and implemented under the pressure of time. Although they have a certain market foundation, there are great deviations in the overall development direction and annual planning of individual activities or enterprises. A single activity can do nothing to the accumulation of corporate brands, but it will affect the pace of brand accumulation. For example, this activity refers to the sales records of best-selling brands in the formulation of prizes. However, several best-selling brands did not participate in this activity, which not only affected the activity, but also affected the cohesion of shopping malls.

3. The coordination between the profit-making department and the non-profit department is poor:

The promotion activities of the special hall on each floor can't be regularly fed back to the planning department that publicizes these information to the outside, and the promotion information of the special hall has become a domestic sales document, which can't play the role of increasing brand customers, and the purpose of small profits but quick turnover has become a wishful thinking. The planning department has lost the support of this information. In formulating the activity plan, it can't combine shopping mall activities with special hall activities, which not only has independence, but also makes the activities isolated. When the sales department negotiates the proportion of activities with agents or manufacturers, it loses its position.

4. Poor execution of activities:

No matter how big or small an activity is, "strategy accounts for three strokes and seven strokes", which shows the importance of activity implementation. Even if no one implements the best strategy, it is still equal to zero. Employees don't know enough about the promotion knowledge of activities, lack service enthusiasm, and lack skills and vitality in promoting promotion activities. In employees' minds, there is no "activity", and the turnover is greatly increased with a lot of capital and manpower investment.

5. Lack of foresight and fashion performance:

Planning department members should always go out to learn the latest market information, organize the information well, and learn more about fashion information.

that's the summary of this activity. I hope you can learn a lesson and do better in the future. Summary of Mid-Autumn Festival Shopping Mall Promotion (II)

The 6th-8th of this month is Zhuo Lang's 3-day Mid-Autumn Festival Promotion Day. With the theme of "3 years of Shuaikang, I am grateful to have you", this activity mainly promotes Shuaikang 2m large suction hood package, and strives to expand the share of Shuaikang hood in the high-end hood market through Shuaikang large suction hood, thus driving other kitchen appliances of Shuaikang brand. At present, the weather is getting colder, and many families are busy with decoration. In addition, the company's promotion of buying gifts is stronger, and the overall effect of our promotion activities is better.

the preliminary preparation of this project is also very sufficient, and it is in line with the careful explanation and deployment of two mobilization meetings held by General Manager Wei in the previous period, the careful argumentation of store managers and personnel from all departments of the company, and the active cooperation of store sales staff. This promotion plan has really formed a set of relatively complete and operable overall marketing manuals.

in terms of promotion, we launched the once-a-year "Shuaikang Big Suction Package Activity" in view of the fact that the brands of range hoods in the kitchen appliance market are mixed and the prices are chaotic, and the promotion efforts of big brands are relatively small, which achieved due results in the three-day competition with major brands in the industry in the Mid-Autumn Festival. Consumers responded enthusiastically to our Shuaikang brand and completely achieved the purpose of gathering popularity.

In terms of commodities, Shuaikang, the leading brand of kitchen and bathroom appliances in China, has won the brand value list of kitchen and bathroom industry for six years, and Shuaikang large suction hood ranks first among the top ten best-selling machines in the industry. T928 suction hood, qa118 series cooker and k1 disinfection cabinet in this main package are the top products in the domestic kitchen appliance industry. We have the ability and strength to compete with our boss, Mrs Fang. Coupled with the store's display cooperation, the store has made a new breakthrough in implementing publicity and rendering the atmosphere of buying and promoting. It has a great impact on consumers visually and psychologically, leaving a good reference for our future work.

However, there are still many shortcomings in our work planning, organizational arrangement and activity control: during this Mid-Autumn Festival promotion, some work on promotion plans, activities and commodities has not been put in place, resulting in the loss of some sales, which is worthy of our deep thinking and profound review:

1. Some stores have not implemented it on the spot and have not really uploaded it.

2 the development of new products and some businesses have not been fully followed up, resulting in many dealers not cooperating with this activity, which is the biggest regret of this promotion.

in this Mid-Autumn Festival promotion, the creative display of some goods in stores is obviously insufficient and needs to be improved.

4 In this Mid-Autumn Festival promotion, the on-site promotion of stores was not in place, sometimes, sometimes not, and the on-site promotion staff were not thoroughly trained and tracked, which caused some consumers' feedback not to be collected and could not be used for reference in future work.

5 "Shuaikang is a big brand that focuses on making high-end kitchen appliances". The positioning of Shuaikang products has always been vague, and the low-end products of their own are always compared with other people's high-end products. As a result, many stores have different caliber and promotion efforts are blocked in this promotion. This is a big ban in business.

Of course, any work should be summarized and reviewed continuously before the next promotion can be done well. I hope the Shuaikang family can learn from the shortcomings of this work, improve themselves and make progress with Zhuo Lang.

Zhuo Lang vividly remembers the hard work and sweat of his family during the Mid-Autumn Festival for three days. Zhuo Lang is what it is today because of your struggle. Zhuo Lang will never forget everyone who fought for this big family, and Zhuo Lang is with you.

I hope that all the family members will adjust their state after the rest. I wish my family a new high on National Day, come on! ! Summary of Mid-Autumn Festival Shopping Mall Promotion Activities (III)

On September 1th, XX, the marketing department held a summary meeting on Mid-Autumn Festival promotion activities. The meeting summarized and analyzed the achievements and existing problems of Mid-Autumn Festival promotion activities, and made an overall plan for the objectives and tasks at the end of the year.

the "Mid-Autumn Festival, the Return of the King" activity carried out by the company during the Mid-Autumn Festival has ended. The company made a meeting summary on the development of this activity. In the morning, the meeting was held in the conference room on the third floor of the company. The participants included Zhou Caiyou, general manager of the company, Ran Yafu, marketing director, other managers of the marketing center and heads of regional markets. The heads of regional markets made work reports successively. At the meeting, everyone showed their style, carefully analyzed and summarized the `new problems and experiences worth learning' highlighted in the course of the activity, shared the work achievements in the course of this activity with everyone, and dedicated their own experiences and experiences in the usual work practice. For the problems existing in the process of the activity, everyone expressed their opinions and made a detailed analysis and exploration of the activity.

Finally, General Manager Zhou Caiyou and Marketing Director Ran Yafu respectively made an overall evaluation of the contents of the meeting, fully affirmed the effectiveness of the event, and stressed that market representatives should learn from each other's experiences and lessons, create a good atmosphere of learning from each other and improving each other, and at the same time, it is a good opportunity for everyone to make progress. Zhou Caiyou said: All market representatives and dealers should be lazy, meet or even exceed the company's requirements, constantly enhance the company's image, improve their own benefits, and achieve a benign development and win-win situation. At last, the congress made specific plans for the tasks in September and October.

The Mid-Autumn Festival promotion, which bears many expectations and longings of dealers and friends, has come to an end after a long and complicated preparation work and vigorous sales work. In response to this activity, the company paid a return visit to some dealers.

Among them, Longyao in Hebei, Luohe in Henan, Caoxian in Shandong and Shanxian are still the sales champions of Yabao Furniture Company. Pingdingshan, Yucheng and other stores followed closely. And some new stores have also made great efforts. Changge, Baofeng, Taikang and other stores have achieved good sales results. Of course, there are also some sales that make dealers feel sad. Integrating the precious experience of many specialty stores, we try to analyze the reasons that lead to the difference in sales results, and sort it out in writing, hoping to be helpful to the majority of dealers.

1. Store image. As the first step to build brand value, the maintenance of store image is very important. Just as a dress can better show its high value only if it is placed in a beautiful window, as a well-known domestic brand, the value of Yabao furniture needs exquisite and high-grade in-store decoration, artistic jewelry placement and elegant space atmosphere to set off and shape it. A specialty store with high-grade decoration and elegant style adds value to the furniture in the store with its own good image. Therefore, in the secondary and tertiary markets, a good store image is the first step for us to shape brand value, display product grades, distance ourselves from miscellaneous brand furniture and avoid low-price competition with it.

When customers who walk into the store often compare and bargain with the products of Yabao and other brands of furniture, it means that your store has lost the ability to shape brand value. Without this value, how can you compete with those low-cost brand-name products?

2. Advertising. Advertising effectively ensures the achievement of promotion, and dealers should publicize according to their own store size, activity planning and local conditions. In the just-concluded Eleventh Activities, Long Yao's achievements were very bright. Longyao store has done a good job in all aspects, from activity content, advertising, shopping guides to customer maintenance. In terms of publicity, in the face of strong competitors, Longyao store has made great efforts: First, the advertisements of Yabao furniture have been spread all over the three main streets of the city: on the main street, 6 red flags with the words "Happy National Day to Longyao people" have been hung; In the other two streets, full of lamp pole advertisements; Second, send a large number of text messages. On the one hand, the net is generally cast, and 26, short messages are bombarded; On the other hand, send short messages to more than 1 target customers before the activity starts. With the perfect activity content and shopping guides as the backing, and strong publicity to impact people's cognition, how can the sales performance be bad?

strong and scientific advertising is more likely to make up for the geographical defects. Intensifying the promotion and publicity can not only let more people know about the activities, enhance the visibility of the Yabao brand in the local area, but also make up for the congenital deficiency brought by the geographical location to a certain extent, which has been proved by Jinan Changqing Store.

3. Customer maintenance. In this activity, many specialty stores have achieved good results despite the constraints from companies, markets and themselves, thanks to the customer maintenance work of specialty stores. Zhengyang store's good after-sales service has won it a good reputation and credibility in the local area. Compared with similar brands, it has virtually improved its competitiveness.

4. shopping guide ability. A large number of advertising expenses, shocking discounts and special offers in specialty stores are aimed at attracting customers into the store and taking this opportunity to clinch customers. Therefore, after the preliminary work is completed, the next test is the sales ability of the shopping guide. Therefore, for those specialty stores that can attract many customers into the store during the event, but can't improve their sales performance, the low professional ability of shopping guides is an urgent problem to be solved. In addition to special training for shopping guides, store managers should urge and encourage shopping guides to consciously use the network and book resources to learn shopping guide knowledge and improve their sales ability.

these four aspects are familiar to every dealer. However, to do a good job, dealers need to establish a correct business philosophy, constantly enhance brand awareness, fully realize the importance of these four aspects to the development of Yabao brand and specialty stores and earnestly practice them.