Spring Festival clothing promotion program

Spring Festival clothing promotion program

The season of the year lies in spring, and the importance of the Spring Festival for clothing sales can also be described. According to industry insiders, doing sales during the Spring Festival will not only win the first-year sales, but also allow the sales task of the whole year to have the cost of guaranteeing the bottom.
Therefore, every Spring Festival, manufacturers, agents, franchise stores will open up the battle early, planning a variety of Spring Festival promotions. But how to win in the Spring Festival promotion war, to create a peak season in the clothing sales season, still need to spend some "Kung Fu."
Coordination between manufacturers and franchisees is the key In order to compete for this year's largest "cake", the competition between the clothing franchise stores has been in full swing.
In Beijing Wangfujing Pedestrian Street, there are various conspicuous promotional pop posters hanging on the street shops. Various decorations that symbolize the Spring Festival festive decorations are placed on the shelves, making the shopping environment of the store full of festive atmosphere.
The salesperson of the casual wear brand “fun” told the reporter that from February 1st, the specialty store has fully entered the sales peak. Most of the customers are buying new clothes for the new year, and “fun” launched the “New Year’s Promotion” The paintings have achieved good results, and some customers have purchased multiple pieces of clothing in order to reach the promotional amount. It turned out that at this time, "fun" was launching a promotion campaign to buy 300 minus 100, 298 and then send the New Year Golden Rooster toy during the Spring Festival.
Manager Wang Guofeng, the general agent of Hangzhou “Buyifang” in North China, said that the monthly sales during the Spring Festival are generally 20%-50% more than usual. During this period, it is very important to complete the annual sales task. “Buyifang” North China Marketing Center A lot of preparations were made for this, not only a series of promotional plans, but also promotional posters and Chinese New Year decorations for the franchisees.
Marketing people believe that the promotion work during this period depends to a large extent on the planning and execution of festival promotions by manufacturers or agents, and requires cooperation between brand owners and franchisees. They believe that it is very difficult to accommodate the entire channel in a festival marketing campaign. Therefore, festival marketing must be targeted, and the main points should be clearly defined. The key points should be to resolve the competition between terminal stores. Manufacturers and agents should be in personnel, material resources, distribution, etc. Be prepared for the aspect.
From the perspective of the manufacturer, we must first plan in advance, formulate specific promotion plans, arrange production reasonably, and actively cooperate with dealers to prevent out-of-stock or insufficient capacity, so as not to affect sales. As a franchisee, we must actively cooperate with manufacturers to implement the promotion plan, concentrate funds, and arrange inventory reasonably. Only in this way can the funds run the fastest and achieve sales during the holiday season. ■ Correctly grasping the promotion direction The Spring Festival is the peak of family consumption. During the festival, from “big discounts” to “grand special offers”, from “buy one get one free” to “return ticket sales”, the pattern is refurbished, and there are many tricks. Consumers are often overwhelmed by the ocean of promotion. The investment in various clothing brands in the Spring Festival market is very large, but what kind of promotion is reasonable, what is the direction of holiday promotion?
According to a Li surname agent of Beijing Tianya Building, according to the price of clothing, the merchant's quarter-end clearance can basically maintain the above cost line. Therefore, for the Spring Festival promotion war, for the franchisees, it is more important to withdraw funds, just to use this as a bait to attract more popularity; the choice of gifts should meet the needs of the target population? If they strongly want it? For some seasonal goods, it is absolutely impossible to set some goods that customers do not need or need to do; discount goods should be opened. The specials and gifts mentioned above are intended to attract popularity, but they can not bring profits. And the purpose of our promotion is to sell and profit? So we must open the front line on discounted goods? Planning and design in advance? To maximize profits. ■The rhythm should be “short, flat and fast”
The rhythm of the event should be “short, flat and fast”. The purpose of our festival promotion is generally two. One is to increase sales, the other is to enhance the brand image, but through various ways to disguise the sales promotion activities? Will the brand image be reduced in some cases? There is no one brand in the world that is playing price war all day long. Therefore, the brand should pay attention to creating a tight atmosphere when holding events. The activity time is not easy to be too long? To be short, flat and fast. ", like a firecracker, suddenly slammed.
The era of sipping and selling is gone. The best way is to integrate sales into activities and entertainment, combine some public relations activities, and carry out brand accumulation to enhance the brand image.
?
■ Do not ignore activity control
All planning is just a way of thinking and method? If you want to succeed, you must implement this kind of thinking perfectly. The management and control of the execution link can not be ignored. .
The pre-media warming control can adopt the sampling target assessment method? Send special personnel to supervise and manage? The group implementation team leader is responsible for the system law, and at the same time pay attention to the propagator to teach some specific techniques and methods of how to implement the in place; Often the departments and personnel involved are more and more complex, so it is necessary to design a temporary organization for the activity in advance - the "Activity Organizing Committee", and then implement the division of labor and the responsibility is in place so that a complex activity can be systematically Wear it into a line and do it in one.
When many shop operators are struggling for the promotion to be effective, when they are thinking about innovation for the festival promotion, it is also a good idea to check if your details are in place.
Because in today's fierce competition that this product, price, service and promotion can't open the gap? A people's festival promotion has to be squeezed into such a narrow area of ​​"let the details decide the success or failure"?

?
Expert articles
■Design color: lock the eyes of consumers
Xiao Jianzhong "The safflower is good, but also needs green leaf matching." Different colors will have different influences and impacts on customers' feelings. Therefore, many products and packaging adopt various colors to attract customers' attention and strive to give customers Leave a pleasing impression.
From the perspective of visual science, color is more irritating to the visual nerve than black and white, and it can attract customers' attention. Every holiday, the color of the store's eye-catching products makes people feel bright and bright, allowing customers to feel the holiday festive atmosphere. Color can make the color, texture and quantity of the goods vivid and real, thus enhancing the customer's trust in the goods. ???
The role of color
People's feelings about color come from several aspects of physics, physiology and psychology. Because people get warmth from the fire and the sun, they naturally form an intuitive psychological reaction: red gives a warm feeling; blue gives a cool feeling; white makes people think of ice and snow; and black absorbs light, Can give people a sense of ruthlessness.
The warmth and color of color is the most basic psychological feeling. After blending people's complex thoughts and feelings and various life experiences, the color has become very human and human. "Warm" - red, yellow, orange, which is the color used when you want to feel warm, warm, and close. In general, warm colors give people a warm, happy feeling, making customers feel warm and intimate.
"Cold" - blue, green and violet - is often used to create an elegant, clean atmosphere. In other dimly lit corridors, lounges, and retail stores that want to make people feel more comfortable and brighter, applying these colors works best; cool colors give people a feeling of coolness, coldness, and calmness. If the two colors are juxtaposed, it gives the impression that the warm color expands outward and moves forward; the cool color contracts inward and back.
■Color combination
The choice of color matching depends on the nature of the store, so in general, the store that operates winter clothes should of course be warm.
Different color combinations will also give customers different feelings. For example, clothing stores display a combination of blue and yellow in the summer, which will remind customers of the sea and the beach, and feel the coolness of the sea.
Some colors have a prominent sense, as if they are very close to people. Lighter warm colors and white make people feel closer. This kind of color can give people a magnifying feeling, such as red, orange, yellow; some colors have a sense of backwardness. The darker colors and blacks make people feel farther. This color of objects can give people a feeling of shrinking, as if they are far away from people, such as cyan and purple.
■Color application
Clever use of color can stimulate the visual and enhance the store level. For example, in the supermarket to implement consumer self-service shopping, research shows that about 53% of consumers are impromptu purchases, in many commodities, effective color packaging is like a shopping guide, playing "5 seconds commercial advertising" effect. Customers in the supermarket will spend more than 5,000 kinds of products in about 25 minutes, the most attractive factor for customers to buy is color.
The use of color is flexible and often changes. The colors of advertisements, pictures, posters and texts must be consistent with the festival or the specific period. After selecting a main color, appropriately add some appropriate auxiliary colors. In order to achieve the effect of distinguishing between different commodities and more vivid expression.
example
During the Spring Festival, a franchise store uses large red as the main color to convey the feeling of joy; then, in the women's area, green is used as the auxiliary color, giving the atmosphere that spring has come; in the department store, yellow is used to create a positive atmosphere; At the checkout counter, gold is used to symbolize the prosperity of the rich.