Marketing Strategy: We Need To Know Why Clothing Stores Should Promote Sales.

When you can clearly understand that sales promotion is to increase the profit contribution rate of goods, rather than passive price cuts or reduce profits, you will have different ideas and starting points to make sales promotion plans, which will only bring you higher profit contribution rate.

The definition of sales promotion is very broad, but it comes down to that, salespromotion refers to sp, that is, to stimulate consumption through some way or means, so as to stimulate consumption.

Generally speaking, sales promotion means reducing prices or reducing sales in disguised form.

Many franchisees are in a passive promotion.

For example, when you see the next store thirty percent off, and when the crowd suddenly rises, it seems to take away your customers, you have to passively "reluctantly" to reduce prices.

Actually, this is not right. Promotion should be centered on me.

First, we must clarify the purpose of our sales promotion.

For digestion.

In order to improve sales performance, is it to clear up the warehouse or to beat the opponent?

When you clarify the purpose of your sales promotion, make a corresponding promotion plan for this purpose.

If opponents are in

If we do not passively cope with the performance, what will we do? If we say that our competitors have a big impact on the sales performance of our shops because of their discounts, we will not do well in other aspects of store management. Besides the reduction of prices, we still have better ways to solve them.

For example, in terms of service, store image and so on, of course, these are accumulation of peacetime, not for temporary improvement of competitors' sales promotion.

We have done a solid job in our internal skills, and our competitors have little influence on us.

A enhances consumer desire to buy

B enhance brand and store competitiveness

C create a strong consumer climate

D digestion of unsalable funds

E excessive digestion

(3) the disadvantage of promotion

A too frequent and excessive sales promotion can damage brand and store image.

B allows consumers to avoid the positive selling period and wait for promotion.

C allows consumers to think that products are having problems.

D lets consumers focus on the price rather than the product itself.

Related links:

With the rapid development of the garment industry, the Chinese garment market presents an unprecedented competitive situation: the brand stands, consumers are lost in the dense brand forest, and the consumer demand is difficult to grasp; the fashion trend is popular.

Mode plagiarism, unique and hard to find, brand monopolization all over the world; immature industrial chain leads to homogeneous products; price war makes both sides lose.

All these, it is easy to see that the continuous escalation of competition and the rapid and complex flow of information have led to the growth of enterprise operating costs and consumers' disorientation. At the same time, marketing competition must be promoted to develop in depth and in the extreme.

The marketing pole is terminal.

Inevitably, terminal becomes the ultimate position of marketing.

A series of surveys of franchised stores were carried out from the terminal, and the terminal shopping guide and fitting rooms were investigated in the previous two phases.

Although the concerns are all details, but today, in the face of fierce competition, the promotion of detail service is the embodiment of brand charm.

After completing this background music survey, the series of stores will end.

If you find out what common problems exist in the terminal, we hope you can communicate with us in time.

Recently, reporters visited the Beijing Xidan commercial street to investigate the background music.

In less than ten minutes' walk, there are more than 10 stores running shoulder to shoulder.

Because most of them are mainly leisure oriented stores, various stores have spared no effort to broadcast popular songs to attract the attention of passers-by.

In a store, reporters saw a pair of young people enter the shop after not paying attention to the clothing in the shop, instead of talking about the album of a singer who was playing, and finally met the video shop across the street to buy the album.

When the reporter chased out the name of the store, they said they just remembered the name of the song and forgot the name of the store.

This should be a sorrow for background music as a means of promotion in a clothing store.

In addition, nearly 60% of the consumers interviewed by reporters were dissatisfied with the layout of the store's background music.

Especially for consumers over the age of 30, the rate of dissatisfaction accounts for more than 85% of the total number of respondents.

Many consumers think that the volume of the background music playing in the store is too loud, which leads to the improvement of the sound bay when people communicate with each other.

It creates a sense of impatience and uneasiness that leads to unintentional shopping.

In addition, a Zhao surname lady said: many stores now broadcast mostly pop music, although to a certain extent, it can narrow the distance from young consumers, but for middle-aged people, those rhythmic music such as disco dancing and rock music are too noisy as background music. They prefer to wait outside rather than enter the shop.

She believes that compared with the exclusive stores, the selection of background music for shopping malls is more gentle and appropriate, and can create a warm and comfortable shopping environment for customers, so that customers can feel comfortable buying.

At the same time, the selection of background music in some stores depends entirely on the personal preferences of the staff in the store. For example, a soft female love song is played in a famous sports brand store, which makes people listen to some kind of nonsense.

A brand manager who stores a store in a large shopping mall tells reporters that the business hours of the shopping mall usually range from 9 hours to 22 hours, and the holidays are extended to 23 or 24 hours.

In the 11 hours of normal business hours, the background music is not continuous.

It is necessary to broadcast the song of the shopping mall, broadcast the floor broadcast produced by the shopping mall, and introduce the market dynamics and commodity information.

When promoting sales, it is necessary to publish promotional information, and some pause, intermittent, background music is designed by special planning departments, mainly based on consumption time and consumption characteristics.

According to their actual test, the background music should be unified in style. The pop songs with strong jumping are more penetrating than soft music. But when customers enter the shop, the pace and the frequency of choosing clothes are 2-3 times faster than that of playing soft music, which is not conducive to customers' understanding of products and products.

At the same time, the brand's consumer group is middle-aged people over the age of 30, so the selected tracks are mostly light music, mostly electronic piano, piano, Violin and other musical instruments.

Only when Chinese people celebrate traditional festivals will they choose some happy music.

From this point of view, moderate music can also reflect the image of a brand and the overall management level of the company.

The letter requires these places to pay the "Music Association" for the purpose of playing music and songs.

Although music paid for music playing through professional equipment has become an international practice, it has caused quite a stir in China's business circles.

Shops in big cities such as Beijing, Shanghai and Guangzhou are also very cold.