Chinese New Year Promotion Theme

Chinese New Year Promotion Theme

The importance of the Spring Festival to the business is described as "the year is spring". Sales in certain industry holidays can account for 20% to 50% of total annual sales. Doing a good job in the Spring Festival, not only can make a good start for future marketing, the annual sales task also has the cost of the bottom. Therefore, every Spring Festival, manufacturers, businesses will open the battle early, planning Spring Festival promotions.
One of the new ideas clear marketing goals
Before formulating a complete and effective festival marketing plan, companies must know each other and have a well-thought-out plan. What problems or goals should be solved through festival marketing activities? Is it a surprise to launch a new product or accelerate the flow of mature products? Is the focus of the solution being a terminal problem or a wholesale link? Is the selected promotion tool and strategy sharp and powerful, and can the task be accelerated in a short and fast manner? How to implement, control and evaluate the overall festival marketing activities to better achieve the goals?
It is very difficult for a festival marketing campaign to accommodate the entire access link. Therefore, the festival marketing must be targeted, and the primary and secondary points should be clearly defined to focus on the terminal access.
For the marketing activities of consumers, the main goal is to analyze the consumer's tendency toward products, holiday consumption behavior, acceptance of promotion methods, and market attitudes of similar competitive products, prices and channels. Festival marketing activities must have quantitative indicators in order to achieve the purpose of assessment, control, and planning. Quantitative indicators usually include sales, market share, gross margin, comparison date, growth rate, repeat purchase rate, participation rate of promotional advertisements, and arrival rate.
So what brand should I play for a product that is suitable for promotion? In recent years, I am afraid that the most dazzling number is the gift card. Since the New Year gift is a Chinese folk custom, so many products can be launched with gift sets. The folk custom of the holiday gift determines the popularity of the gift.
Since the beginning of the 21st century, the concept of gift giving has also changed a lot. Consumers are paying more and more attention to novelty and trend, and show their own and each other's aesthetic taste and elegance. If you just blindly follow the trend, I am afraid that the market area will become narrower and narrower, and the vitality of enterprises and brands will not last long.
New Idea 2 Design Eye-catching Promotion Theme
As manufacturers and businesses show their brilliance and publicity, consumers are often drowned in the sea of ​​various promotions. If your promotion wants to jump out and give consumers a refreshing feeling, they must have a good promotional theme. A good promotional theme is like a touching "eye-catching", which is the first step for consumers.
Therefore, there are several basic requirements for the design of the holiday promotion theme: one must have impact, let the consumers see the memory after the second; the second is attractive or interesting, for example, many manufacturers use suspense themes to attract consumers to continue to explore Third, it should be short and easy to remember. Some people who have a topic of more than ten words or more will pay attention to it.
Every Spring Festival, manufacturers and merchants will launch a variety of promotional programs, from "big discounts" to "grand special offers", from "buy one to send x" to "award sales", the pattern is refurbished, and there are many tricks. However, it is nothing more than "gift, discount, lottery, performance", plus a "×× celebration" launched in various names. Its technique is like the "four dishes and one soup" on the traditional table. Regardless of its content, the simple repetition of the form makes consumers feel bad. The result is often unwilling, and the sales performance is not optimistic.
The goal of sales has jumped out of the "weird circle" of price wars? The author believes that the key is to dilute the price utility, enhance the communication and interaction between consumers and businesses, create a happy and joyful yet relaxed and harmonious consumer environment, and develop new consumer demand.
As far as the author is concerned, "one heart and two minds" is the common psychology of the consumers of the Spring Festival. One heart is the figure, and everyone in the Spring Festival is looking forward to the next year. The second is to seek wealth and pray for peace.
For example, if the hotel wants to do a good business during the Spring Festival, it must use the theme of “Family Carnival” and “Family Carrefour” as a promotional theme to carry out targeted service projects.
The combination of new forms of promotion and innovation
When thinking about promotions, many people think of live shows, buy gifts, discounts, points, sweepstakes, and so on. Although the promotion method is similar, the innovation of details has a large creative space.
Innovation in detail, although it may be a small point, is also important for the effectiveness of the promotion.
For example, in order to consolidate the market of mature products, 5 to 10 get 1 small face value coupons and serial big draws can be used in festival marketing; for launching new products, try to use free products, buy one get one free, mail product list, quotation Etc.; create public relations events, use a news event, render public products or companies, such as giving back to social activities, sports sponsorship or comet promotion; theme advertising, highlighting the festive atmosphere from color, title to program, activities, etc. The channel incentives give rewards to distributors who complete the project sales task during the specified holiday period. “×日日日游”, or increase volume discount, test sales, agency sales, or online sales to facilitate customers.
Four new ideas for the sale of products
How to formulate product strategy combinations that are effective, festive, and suitable for festival marketing according to different holiday situations, festive consumer psychology behaviors, realistic needs of the holiday market, characteristics of each product, culture, and modern lifestyle leisure methods. During the holiday season, consumers' new products for leisure, entertainment and communication have taken the lead in taking the opportunity. This is the fundamental reason for smoothly opening the festival market and quickly occupying the vast market.
Forming products: the realization of product festivals, we must pay attention to the three basic points of product leisure, theme, nutrition, all festivals
Marketing activities should be carried out around the "three-in-one" of the products. For example, the wines of the "September 9th" Maotai located in the Double Ninth Festival, and the "wine" of Wuliangye, which is positioned for the Spring Festival and wedding, are examples of success.

Create three core levels of products: economy, green, and fashion.
Suggesting the benefits of potential products: joy, peace, economy, convenience, culture, smoothing everything, buying holiday products, good mood.
Innovative packaging: the product "three points to raise seven points." Packaging should be "cool, dazzling", unique, must be "innovative", to inherit, but also to abandon, jump out of the golden red and purple holiday costumes, good-looking and practical fashion. Festive packaging requirements: elegant, miniaturized, value-added, gift-oriented, such as the "small jug" launched by Shandong Jingzhi Group, its packaging is both a fine art and a rare chic Wine utensils, but also interesting collections; "two two small Maotai" triggered the "two two phenomena" in the wine market, the "cultural wine" phenomenon created by the "little barrel" of alcoholic liquor is the innovation in packaging To meet the needs of the people's homes in the holiday season.
The new idea five promotion program should be scientific
To do a good job in holiday promotion, we must fully prepare in advance, taking into account various factors, especially the promotion of terminal personnel, must be trained and guided, otherwise it will cause consumer dissatisfaction, the effect of activities will be greatly reduced.
1) The choice of sales promotion media. For example, if you choose to give this kind of promotional tool, you must combine the media with the party, how much directly to the customer, how many direct mail arrives at home, and how many newspapers, magazines, etc., should be quantified and rationalized.
The timing of sales promotion opportunities. The timing of sales promotion is the life clock of festival marketing. Too long or too short will restrict the smooth development of festival marketing. According to the practice of foreign countries, the holiday marketing date is 3 weeks, and the 7 days before the festival is the driving period.
Sales promote the choice of target audience. Holiday promotions require a variety of promotional objects. Separating the primary and secondary, and correctly selecting the sales promotion target are the primary considerations for conducting festival marketing.
During the Spring Festival, the design promotion plan should focus on the theme of “culture set up, sales singing” and engage in some joint promotion modes. The options are usually the following:
Large new year market. It can be jointly initiated by a number of merchants from different industries and different products. It can also be led by the government or a strong business to jointly organize a large new-scale market with the local government.