Summary of Mid-Autumn National Day Activities in 2020 Shopping Center

The national day passenger flow has surged, and the 11 th holiday is a good time to do activities. Do you have any summary from this activity? The following is the Summary of Mid-Autumn National Day Activities in Shopping Mall in 2020, which I compiled for your reference only. Welcome to reading.

Summary of Mid-Autumn National Day activities in shopping malls in 2020 (1) This time, from October 2020 to October 2020, the total sales amount was 65,438+000,000 yuan, an increase of 5% from the previous month. Excluding the natural growth of 8% during the holiday period, the actual growth reached 28%, exceeding the expected growth target of 5% before the event.

The activity schedule is closely linked to the Mid-Autumn Festival holiday, and the average turnover for three consecutive days also appears between X and X, which lasted until September 8.

The publicity expenses in the early stage of this activity are 65,438+0,000 yuan for the back cover of X-Day Business Daily, 65,438+0 for the exhibition board and 9 booths, and the sales of publicity expenses account for 65,438+0%. From the distribution of gifts, unit consumption has increased, but consumption is relatively concentrated. The number of gifts distributed is 30% less than the actual expected number.

Sell 4 1 xx mobile phone experience cards during the X-Day activities. From the cooperation activities with China Unicom, this new marketing model has brought some new ideas to consumers. In particular, China Unicom hung up the "xxxx Department Store's experience card for sending mobile phones through joint shopping" in the competent business hall and printed 500 leaflets. "xx department store strong joint shopping to get Unicom experience card" not only publicized our activities, but also made consumers feel the benefits.

Judging from the above situation.

First, media selection.

There are some shortcomings in the choice of media platform in this activity. The advertising campaign was launched on X day, but the sales on X day (Saturday) decreased 17.6% compared with last Saturday. On the eve of Mid-Autumn Festival, the turnover should show an upward trend, especially driven by promotional activities. From the data point of view, in our media selection, the scope of publicity is narrow and the target group is biased.

Our main theme is the slogan of fashion and leisure, which is aimed at fashionable women and young people, and we should also choose a platform with high visibility in the media. Meet the needs of shopping malls and target groups.

Second, there is a lack of planning.

Promotion activities are organized and implemented under time pressure. Although they all have a certain market base, the overall development direction and annual plan of a single activity or enterprise are quite different. A single activity can't help 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 the mall.

Third, the coordination between for-profit sector and non-profit sector is poor.

The promotion activities of each floor pavilion can not be regularly fed back to the planning department that publicizes this information. The promotion information of the special store has become a domestic sales document, which can not increase the brand customers, and the purpose of small profits but quick turnover has become wishful thinking. The planning department has lost the support of this information. When making an activity plan, we can't combine shopping mall activities with special pavilion activities, which will not only be independent, but also isolate the activities. When the sales department negotiates the proportion of activities with agents or manufacturers, it loses its position.

Fourth, the execution of activities is poor

Regardless of the size of an activity, "strategy accounts for three strokes and seven styles", which shows the importance of activity implementation. Even if no one implements the optimal strategy, he will still wait for zero. Employees do not know enough about the promotion knowledge of activities, lack service enthusiasm, and lack skills and vitality in promoting promotional activities. In the minds of employees, there is no "activity", and the turnover has greatly increased with a lot of capital and manpower input.

Five, forward-looking and fashion performance is not enough

Members of the planning department should often go out to learn the latest market information, do a good job of sorting out the information and learn more about the cutting-edge fashion information.

The above is the summary of this activity. I hope everyone can learn a lesson and do better in the future.

Summary of Mid-Autumn Festival National Day Activities in Shopping Mall in 2020 (II) In xx, 2020, the marketing department held a summary meeting of Mid-Autumn Festival promotion activities. The meeting summarized and analyzed the achievements and existing problems of Mid-Autumn Festival promotion activities, and made overall arrangements for the objectives and tasks at the end of the year.

The company's "xxx" activity during the Mid-Autumn Festival has ended, and the company will make 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. Participants include general manager xx, marketing director xx, other managers of the marketing center and the head of the regional marketing director. The heads of regional markets made work reports successively. At the meeting, everyone showed their own style, carefully analyzed and summarized the outstanding new problems and experiences worth learning in the course of the activity, shared the work results in the course of the activity with you, and contributed their own thoughts and experiences in their usual work practice. For the problems existing in the activity process, everyone expressed their opinions and made a detailed analysis and discussion on the activity.

Finally, General Manager xx and Marketing Director xx respectively made an overall evaluation of the contents of the meeting, fully affirmed the effectiveness of the activity, and stressed that market representatives should learn from each other's experiences and lessons to create a good atmosphere for mutual learning and improvement, which is also a good opportunity for everyone to make progress together. Zhou Caiyou said: All market representatives and distributors should be lazy, meet or even exceed the company's requirements, constantly enhance the company's image, improve their own benefits, and achieve benign development and win-win. At last, the meeting made a specific plan for the tasks in September and June, 65438+ 10.

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

Among them, xxxxx and other places are still the sales champions of xxx furniture company. Xxx and other stores are close behind. And some new stores have made extraordinary efforts, and xxx and other stores have achieved good sales results. Of course, there are also some sales that make dealers feel sad. Integrating the valuable experience of many specialty stores, trying to analyze the reasons leading to the difference in sales results, and sorting it out in writing, hoping to help the majority of dealers.

1, store the 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. High-grade and elegant decoration stores add value to the furniture in the store with their own good image. Therefore, in the secondary and tertiary markets, a good store image is the first step for us to build 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 xx products with miscellaneous brand furniture and bargain, it shows that your store has lost its ability to shape brand value. Without this value, how can you compete with those low-priced brand-name products?

2. advertising. Advertising effectively ensures the achievement of promotion, and dealers should publicize according to their own store size and activity planning according to local conditions. In the just-concluded 11th activity, xx achieved outstanding results. From activity content, advertising, shopping guide to customer maintenance, xx Store has done a good job. In terms of publicity, in the face of strong competitors, Longyao Store has made great efforts: First, it has spread the advertisements of xx furniture all over three main streets of the city: on the main streets, 60 red flags with the words "Happy National Day of Longyao People" were hung; On the other two streets, advertisements for lamp poles were plastered; Second, send a lot of text messages. On the one hand, the net is widely cast, and 260,000 short messages are bombarded indiscriminately; On the other hand, send short messages to target customers who exceed 1000 before the activity starts. With perfect activity content and shopping guide as the backing, and strong publicity impacting people's cognition, how can the sales performance be bad?

Strong and scientific advertisements are more likely to make up for geographical defects. Strengthening the promotion will not only let more people know about the event, enhance the local popularity of xx brand, but also make up for the congenital deficiency brought by geographical location to a certain extent, which has been proved by xxx store.

3. Customer maintenance. In this activity, many specialty stores have achieved good results despite the constraints of the company, the market and themselves, which is attributed to the customer maintenance work of specialty stores. The good after-sales service of xx Store has won 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 fees, shocking discounts and special prices in specialty stores are aimed at attracting customers into the store and taking this opportunity to win customers. So 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, the store manager should also 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 xx brand and specialty stores and earnestly practice them.

Summary of Mid-Autumn National Day Activities in Shopping Mall in 2020 (3) The Mid-Autumn Festival, full of opportunities and challenges, has passed. Looking back at the stores during the whole festival this year, with the help and guidance of the leaders of the headquarters center, and with the cooperation and efforts of all managers and excellent employees, all aspects have been firmly established and the work of the shopping mall has been carried out smoothly. On the sales target, everyone can't describe it as unfinished business. No matter what the result is, the signs that appear in it can't be said to be gratifying.

Counting the whole Mid-Autumn Festival, there are gains and losses, and there are questions about customer service orientation; On the identification of enterprise brand value: the problem of customer loyalty management; There are also problems in times of peace, the speed of entering the retail market, the integration of retail marketing communication, and the precarious human foundation management.

With the development of economy and the change of situation, the retail market is blooming everywhere and the competition is becoming increasingly fierce. Faced with this situation, I already know that I need to change my role, correct my attitude, study hard, proceed from reality and start from details, so as to strengthen functional training, rectify the atmosphere of the store, adjust the mentality of employees, pay close attention to customer loyalty, strengthen investigation and research, and explore ways to solve complex problems. Reflect and summarize the work during the Mid-Autumn Festival as follows:

First, take stock of the work during the Mid-Autumn Festival.

1. Strengthen the management of store human resources, X sales categories and X commodities.

2. Investigate the competitive shops in our store and evaluate the consumption situation nearby. As far as possible, under the condition of differentiated operation, we should avoid price competition under the condition of commodity homogenization, repel unsalable goods in supermarkets, manage holiday goods well, and do everything possible not to fight unprepared battles.

3. Actively organize employees in management positions to learn, increase the assistance to Class A subjects, and serve sales. Strive to improve the work enthusiasm of employees and promoters, and analyze the problems that employees and promoters may have or used to have during the festival.

Second, the existing problems

Under the leadership of the headquarters, the total monthly sales of supermarkets in September each year is 2.88 million yuan, and the monthly sales target is 3.6 million yuan. The impact of supermarket performance mainly comes from the following aspects:

1. The overall environment is affected by the overall domestic economic environment and the drinking strength of competitive stores, and the unit price of customers and the number of visitors are relatively reduced. Especially in the case of homogenization of goods, the prices of similar goods are often higher than those of competitive stores, the first-line goods are more serious, and the purchasing power is seriously insufficient. Because the main consumption level of high-tech zone stores is middle-aged and elderly people living around, customers often shop around and choose carefully, and the demand for high-priced goods is relatively reduced.

2. promotion. There is no off-site promotion activity and no powerful promotion means. When the goods are not competitive, it is necessary to increase promotional activities in different places, especially before the festival 10- 15 days, which will greatly promote the number of visitors and the unit price of customers.

Can be immediate. Large-scale promotional activities are always ignorant of special promotions, which are commonplace and lack predictability and feasibility. Some of them are even formalistic, and they have not played a role in attacking the city and plundering the land for the increasingly competitive retail industry.

The enthusiasm of employees and promoters is not high, the products are just not comprehensive enough, lack of training, and the promotion selling points are not clear.

3. Best-selling goods are out of stock, pile management is chaotic, and new products are slow to launch. Mid-Autumn Festival is mostly in September of Gregorian calendar-10, which is the peak season of food, wine and beverage sales, and the demand of customers is large. However, the best-selling goods and special promotional goods are often under-stocked, and the piles are not complete. Some stacking even has only one layer of goods, which leads to performance loss when customers shop.

There is a lack of selectivity in the goods in the store, and there are too many similar goods, which leads to the inability to display several kinds according to categories in the store display process, which is particularly messy.

The display positions of most stacks are not classified according to their categories. For example, dairy stacks appear in the wine area and beverage stacks appear in the gift box area. As a result, customers can't find the goods they need quickly when shopping, and they can't buy similar goods intuitively and selectively. In addition, although the goods of the same supplier are displayed on the same pile at the same time, these goods do not belong to the same category.

The slow introduction of new products, limited development of new products and low elimination rate of old products violate the business philosophy of "all goods in the store are new". In addition, most of the wine piles are local common categories, such as Luzhou and Bandaojing. All the products in our store are sold by competitors, but the products of competitors have not entered the store. Our store at least lacks the competitiveness of this item.

4. Commodity quality problems and high customer complaint rate. Once the goods have quality problems, on the one hand, they will bear the brand image loss of the store, on the other hand, the store may also bear the responsibility of dead goods, which will seriously affect the store's performance and external reputation. The complaint rate and complaints caused by commodity quality problems are not uncommon, such as the quality problems of small household appliances and the Mid-Autumn Hairy Crab Incident.

5. The turnover rate is too high. Employees who have been employed for one to two months or half a year are relatively familiar with the business knowledge they are responsible for, and then resign or leave automatically, which will cause great losses to the mall. A stable and efficient team is the basis for shopping malls to participate in the competition. Due to the company's reform and salary system, employee turnover is more serious. At the same time, the communication and guidance between supervisors and employees, as well as the assessment of cadres in charge are not enough, and the employees' discipline concept needs to be improved.

Managers are not in place, and they fail to understand the psychological activities and changes of employees in detail in time. Due to frequent employee turnover, cashier and tally clerk's lack of knowledge of goods and unskilled business functions, customers generally stay in the store for too long, which leads to reduced consumption desire and long bill payment time, which leads to customer complaints. Complain.

6. Hardware facilities are in urgent need of improvement. At the peak of Mid-Autumn Festival, hardware and equipment are insufficient. Take the cash register as an example, the phenomenon of network disconnection occurs from time to time, which greatly delays the scheduled time for customers to visit relatives and friends. When customers wait for about 3-5 minutes, nearly14 will choose other stores to buy, and most of them choose competitors' stores. The goods in shopping carts and shopping baskets scattered in front of the checkout counter after the network was broken were obviously shocking.

In addition, the shopping cart is seriously inadequate. Our store has a 18 shopping cart, which is far from meeting the needs of customers at the peak of Mid-Autumn Festival. Therefore, customers often find shopping carts in stores. For festivals like Mid-Autumn Festival, this will undoubtedly lose many customers with higher unit prices to buy.

7. The goal of the supermarket is not clear enough. The unclear goal really leads to the low enthusiasm of employees, the failure of employees to establish a certain purpose in business philosophy, the lack of implementation of various training work in shopping malls, and the low awareness rate. In particular, some service concepts are only implemented verbally, which is far from the actual operation, and the attitude of inertia is more serious.

The implementation of the goal is not limited to the system, but should aim at cultivating and creating the working mentality and working state of employees. Environment affects people, and people are the products of environment. Creating a good working condition and working atmosphere should be integrated into the store management concept as soon as possible.

Personal problems:

1. Insufficient communication. I haven't thoroughly studied the management theory of this store, and I can't effectively convey all the ideas of the company to all employees. I don't have enough training for management cadres and employees, and the form of retail competition is unpredictable. Going it alone is not the way to win.

2. Poor innovation ability. The development of supermarkets needs innovation, especially the innovation of marketing methods. However, because I am worried about the influence of adjustment on the performance of shopping malls, I can't overcome the psychology of seeking stability and losing in time, so that the road of seeking innovation and change is not as good as I expected. Negative leadership training.

3. Insufficient detail management. Supermarkets need detailed management, believing in the viewpoint of humanized management too much, believing in the concrete control of all cadres, and the work is not comprehensive and meticulous. Poor planning and supervision have led to many details not being implemented in place.

In view of the above problems, we have mainly improved the following work:

1. Improve professional skills. Constantly study and summarize to improve work efficiency, take strengthening basic management, paying close attention to service quality and improving overall performance as our responsibility, set up a good brand image and build a base area in Xuecheng, Yang Ning as our goal, try our best to stimulate and drive the work enthusiasm of all employees under the premise of behavioral influence and demonstration guidance, strengthen the * * * study of shift supervisors and management colleagues, implement and implement the system, strengthen on-site management, and handle customer complaints and complaints.

2. Commodity management. Adhere to the tracking of X commodities and X and X commodities, strive to improve the artistry of commodity display, achieve the position of main commodities, and reflect strong seasonal display and related display. Carefully analyze the commodity structure and market demand, adjust the commodity structure in time, control the inventory reasonably, and avoid the backlog of funds. Do a good job in competitive analysis, and form a differentiated advantage with competitors, so that goods can further demonstrate the chain advantages of stores while improving the consumer market.

3. Staff management. Strive to improve the morale of all employees and motivate them in various ways. Strengthen the training, guidance and assessment of outstanding employees by the leading group, conscientiously implement the mentoring system, and assess the cadres in charge, and cooperate with the purchasing department to manage goods and track all kinds of goods. Seriously implement the environmental sanitation of the store, let employees form good habits, actively cooperate with the company to carry out various on-site management holiday promotion activities, improve the atmosphere of the store and enhance the performance of the store.

4. Service management. Strengthen the training of employees' service awareness, carry out the purpose of facilitating the people, benefiting the people, serving the people, and regard service as the external expression of corporate culture and the embodiment of comprehensive competitiveness. My management team and I will make unremitting efforts from top to bottom, advance towards this goal step by step, improve the service system, track the service all the way, and fully penetrate customers.

I am determined to be a supermarket manager, insist on systematic study of professional knowledge, strengthen communication, do a good job in customer consumption analysis and personnel training, and bring out a competitive supermarket management team.

I sincerely thank the leaders for their support, guidance, supervision and personal help in my work. I will conscientiously sum up my experience, carry forward my achievements, overcome my shortcomings, work hard with the company and my team with full confidence and enthusiasm, and make due contributions to the development of Yang Ning.