What are the promotion methods of clothing stores?

With the continuous refinement of market channel operation, the importance of specialty stores has become obvious, especially in the shoes and clothing industry. Specialty stores have long been monopolists! However, with the rapid development of specialty store channels, the market competition is also extremely fierce, and the most obvious is the means of promotion activities. In a narrow sense, promotion is to increase the sales volume of this brand or artificially increase the sales volume on the existing basis in the established regional business circle market. However, the homogenization of promotional activities is serious: it is either a big discount or a gift, and it is still more fierce every time. You get a 20% discount and I get a 30% discount; You buy 60 100, I buy 100 100, and so on. And the expression is nothing more than putting a Yi Labao at the entrance and exit of each store or a poster in the window, writing that our store will give you a 30% discount or buy 100 for * *. What's more, many people simply think that promotion is equal to simple ways such as discounts and gifts.

So, what should the promotion activities of the shoe and clothing store do? The usual promotion methods are discounts, gifts, etc. This usually has no effect. What's the problem? In view of this problem, the author has discussed with many business salespeople, why do you want to promote sales? The result of the answer is: 1 There was also a promotion at this time last year. 2. Do promotional activities when holidays arrive; 3. The inventory sales lag is too large; 4. The company has a backlog of goods to deal with; 5, the company headquarters unified requirements, and so on. All the above phenomena show that enterprise executives only do promotion according to the inherent habit mode, but in fact they don't understand or understand why. In this case, they know the promotion, but they don't know why. Various promotion methods are constantly imitated and misused, instead of designing promotion activities according to the actual needs of their own regional markets, let alone achieving targeted and effective results. A good shoe and clothing store carries out promotional activities with a clear purpose first. Why do you want to do promotional activities? Is it to build a brand? Or increase sales? Or deal with old products? Or build a reputation. Different purposes have different operation methods and expressions. In general, there are three common purposes of shoe promotion activities: 1, brand building; 2. Develop and consolidate consumer groups; 3. Deal with inventory. 1, brand building. Brand-oriented promotional activities are usually planned by companies or regions (regions) in a unified way, mainly on holidays such as May 1 ST, November 1 ST, New Year's Day and Spring Festival. Promoting sales in these holidays is conducive to a wider range of target customers' consumption and improves the brand's attention and influence. For example, during the Spring Festival in 2005, Aokang launched a series of promotional activities, from big billboards on Airport Road to small street signs, to logistics vehicles, store posters, X-stands, and novel and widely spread categories. The atmosphere of terminal selling points was cleverly arranged, fiery and enthusiastic, all of which were unified and novel images popular all over the world, which not only attracted everyone's attention, but also won huge market returns. Another example is the "Fu, Couple" New Year series promotional activities launched by the red straw hat footwear industry. In addition to the festive layout of the store, only one handbag has done enough articles, and the red color is accompanied by the New Year pictures of two image spokespersons. Many consumers originally intended to buy only one pair after seeing this bag, but they bought several pairs because they felt very happy to give it to their relatives and friends. 2. Develop and consolidate consumer groups. In today's fierce market competition, many promotional activities only focus on sales feedback, and there is no clear consumer group to attack. Many of them are easy to waste resources, and the promotion effect is not good, but they dare not compliment. There are also various promotional activities to give back to consumers. First of all, it is clear that the consumers who reward are mainly: 1, the old customer base of this brand, and 2, the new customer base to be developed.

Generally, the ways to promote and consolidate old customers are more common, such as: holiday phone calls, text messages, warm greetings, VIP cards enjoying various activities, members giving preferential treatment and so on. Quasi-target positioning of new customer groups to be developed is because with the continuous refinement of market segmentation, the consumer groups of prospective customers are more and more distinctive and the market capacity is expanding, so it is paid more and more attention by manufacturers. This is not only a new growth point, but also a brand-new consumer market, which also adds brand-new challenges to our promotion. For example, during the "SARS" in 2003, Kangnai launched a promotion activity in Hangzhou on May 12 Nurses' Day, which was aimed at the group that was most concerned by the society at that time. Consumers who hold a nurse's card can enjoy a 7.5% discount when buying shoes at Kangnai Store. In just two or three days, the sales amount is nearly 500,000 yuan, which has achieved good social and economic benefits. For example, on Teachers' Day and Journalists' Day, giving gold cards and VIP cards to specific social groups can achieve good results. 3. Deal with inventory. This pair of brand shoes and clothing stores are like a double-edged sword. If the inventory processing promotion activities are carried out, it will have a direct impact on the brand. There are many ways to deal with the inventory of branded shoes and clothing in recent years. Some set up brand discount stores and processing counters in relatively good outlets and shopping malls in a certain area, and directly turn products that are difficult to sell in the market to brand discount stores and processing counters in advance. For example, women's sandals, in particular, are officially launched in mid-April every year. If the goods can't be moved before May, we should consider pushing them to brand discount stores and processing counters to avoid inventory! In addition, some low-end brand products use exhibitions and village fairs to handle inventory; There are also manufacturers who directly export the overstocked inventory at a low price at one time, which may be a bit of a loss, but it saves time, effort and worry. At present, Red Dragonfly Group is creative in assisting national specialty stores to hold the "Red Dragonfly Shoes Cultural Tour Exhibition" all the year round, which not only shows the corporate image and establishes the brand, but also helps to sell thousands of pairs of leather shoes every day, killing two birds with one stone.

Followed by the theme promotion activities. Because whether you promote the brand and sales; For inventory disposal, we should emphasize the creativity of the promotion theme. For example, Red Dragonfly often holds "Red Dragonfly Shoes Culture Tour Exhibition", which is not only a specific promotion operation, but has been upgraded to a unique trinity model of publicity and public relations of Red Dragonfly Group. The effects achieved are: as soon as you see the "shoe culture tour", you can think of the red dragonfly; Seeing the red dragonfly reminds me of shoe culture. There is also a classic idea. From April 29th to May 29th, 2000, Aokang Group held promotional activities in all stores in Zhejiang Province to celebrate May 1st Labor Day. Any RMB ending with "5 1" can be used in Aokang store, with a face value of 1 times. 1 From April 29th to May 29th, people lined up to participate in this promotion in just three days, and the sales of Aokang leather shoes in Zhejiang Province reached about180,000 yuan. Aokang's specialty store in Zhejiang Province can be said to have only sold shelves and sales staff. At that time, the shoe enterprises lamented that Aokang had robbed the holiday business! Finally, execution. Although implementation is the last step, it is the focus of the whole promotion. If a good creative promotion activity is not carried out well, the result will be greatly discounted, or even "accompany your wife to fold the soldiers." Especially in the footwear industry, it can be said that it depends on planning 30% and execution 70%. So, how can we achieve a good promotion effect? According to the characteristics of shoes and clothing stores, the following four main tasks are usually needed: 1, preparing promotional materials; 2, terminal sales staff training; 3. Promote on-site supervision in place. 4. Evaluation of promotional activities