How To Turn The Off-Season Into A Busy Season?

Many people ask me: Lao Zheng, now the number of customers entering the shop and the desire to buy clothes are less than other times, and business is beginning to fade. What should we do to deal with the performance in the off-season?

First of all, in the off-season, the passenger flow has been reduced, but not by no means. Therefore, at this time, we should enhance the sense of service. (excessive enthusiasm will give customers the habit of being alert). We should seize the psychology of customers who enter the shop, judge the needs, and recommend some clothes that are most suitable for customers, not necessarily the most expensive, so that customers will be more satisfied and the possibility of digging their wallets will be greater.

In general, it is for the sake of customers.

At the moment, you will enter the clothing off-season in July and August. As a clothing store owner, are you ready to deal with the off-season? How can you manage the shops in the off-season? Do not think about it, it doesn't matter. Today, Lao Zheng is going to share the sales promotion plan for the off-season clothes, hoping to help you succeed.

One of the offensives in the off-season is to take the initiative in marketing, so that everything will be done.

The arrangement of clothing should not be immutable. New products and good clothes should be placed in a conspicuous place, so that customers can see them at a glance and give priority to customers.

Two of the off-season strategy, clothing, money, quantity and quantity.

Another point is to pick some seasonal clothes that are not very strong, such as jeans and some clothes, accessories, bags and so on, which will be used all year round to reduce the risk of pressure reduction.

When we go shopping during holidays, people feel like a sea of people. The promotion of businesses is everywhere, and everywhere is a scene of prosperity.

Clothing stores can also make some promotions at this time. The form and gifts of the promotion must be considered by shopkeepers. First of all, the cost is controllable, and then it is practical and durable. It is not the kind of throwaway (no actual meaning), increase sales and increase the potential customers' two entry rate.

In the off-season strategy three, limited funds will be used to stimulate consumption.

Now that clothing is out of season, there will be a low season when the seasons are changing.

For example, the clothes bought in summer will be bought in May and June, and in July and August, there is no special case. No one will buy summer clothes, because they will soon enter the autumn and winter season, and they will not be able to wear them if they haven't bought them for many days.

So in July and August, for most wholesalers and retailers, it was the weakest month of the year.

The layman sees the bustle, and the insider sees the doorway.

Just from the definition of off-season, there are many doorways and huge business opportunities.

In the off-season, we can choose to attack, we can choose to defend, or even choose to give up. No matter what way we use it, we aim to lose money, not lose money, or even make more money.

I hope everyone has no off-season, but feelings can not replace reality.

"There is no off-season market, only the idea of off-season", which is to say, in fact, the whole market can not have no off-season.

The clothing market without off-season always belongs to only a few people.

So, for most people, how to spend the off-season is still the most realistic.

1. "sales without off-season"

If clothing distributors want to improve their performance in the off-season, they must first change their business philosophy.

In fact, the sales of many shopkeepers in this so-called slack season have fallen sharply, not because there is no market for clothes, but because of the idea of off-season.

During the off-season, some shopkeepers did not want to do the sales. Instead, they waited or complained, but there were many shoppers who consulted Lao Zheng after making efforts. They could do more than 80 thousand in a month by relying on a 30 square meter shop.

2. how to promote sales in the off-season?

When it comes to off-season promotion, most shopkeepers are accustomed to using discounts, sales and so on. These are certainly effective, but all families do so. Are there any new ideas for your discounts? There are also discounts, as well as discount promotions and passive discount promotions. The discount effect is quite different.

Here's a real case: Xiao Yan is in an office near the mall.

。

The number of women's clothing stores on this floor is numerous, and the low traffic volume is their fatal point. Recently, many shops in this building have been closed or renovated.

By the end of June, Xiaoyan's "old customer special store" promotion campaign made the quiet floors lively.

"Giving back to old customers and making new customers jealous" is beyond my expectation.

"Xiao Yan told Lao Zheng," the price of promotional products is very low, it is a real feedback, so although the profit of promotional products is lower than before, but the sales of other commodities have been promoted, on average, they are still earning money.

"

In addition, Xiao Yan also has a shop on the Internet.

"Although there is not much time to spend on the Internet, it is also a propaganda channel. Many customers see our shop online, and they come directly after they know the address of the physical store."

"Buy gift" is also a common sales promotion method. Many shopkeepers have done it. The practice is different, and the result is different.

Lao Zheng told Xiao Yan: "the key is what your gift is, someone sends socks, someone sends a mobile phone rope, these are definitely better than none, but let's think about it. Socks are thrown out a few times, and the mobile phone rope is useless if they are not used. Can you deliver something that is commonly used by customers? Such as small handbags, exquisite make-up mirrors, small earrings, these little things that people often put around.

Customers will think of your shop if you use them. Can the effect be the same? Of course, these gifts are not for you to lose money, but you can understand the truth that wool comes out on sheep.

"

In addition to the annual sales promotion activities in department stores, many clothing stores also hold activities independently. The discount and gifts can give back to the old customers on the one hand, and consolidate the relationship. On the other hand, they can also recruit new members.

3. in the off-season, sales are more important.

We must know that the reason for "taking advantage of the peak season and taking advantage of the off-season" is also a jargon called "making profits without making profits". This should be the core idea of the off-season marketing of clothing stores.

To obtain profits is to win the largest sales volume; to take advantage of the situation is to get the commanding heights and strive for long-term strategic advantages.

At the same time, clothing industry clothing shop demand in the off-season is not strong, clothing store marketing should emphasize more on competition oriented, and put more energy on the concerns and analysis of competitors.

Comparatively speaking, in the peak season, we should emphasize demand orientation and conform to the needs of consumers, which is more realistic for "taking profits".

"Rush to increase in the rush season and reduce volume in the off-season" is the basic strategy for clothing stores to increase sales in the off-season.

However, it should be pointed out that the absolute amount of clothing shops in the off-season is limited, so the input forces must be moderate and the degree of Rob must be moderate.

Moreover, the sales of clothing stores in the off-season are also important.

4. off-season business practices supplement

In addition to the most basic off-season coping strategies, there are other ways to improve sales volume, first of all, to adjust business hours.

Lao Chen, who is a shoe shop owner in the mall, has not opened a shop for a long time. His client resources are accumulating. The weather is hot recently. The business is still good when he opens more than 8 o'clock in the morning, and his other shop is in a nearby residential area. He can freely control his business hours. Now he opens the door at 8 in the morning and closes at 10 p.m.

"The weather is hot, there are more people coming out in the evening, and the business is good in the evenings. Sometimes the day's turnover is made in the evening.

"Mr. Chen said that if the hot weather continues, he will consider changing the shop business hours in the district to five p.m. to nine p.m., and specialize in" night market "business.

Secondly, clothing stores timely introduce some new products in the off-season, and they can also effectively cut opponents' market share.

From the perspective of taking the potential, this will strengthen the position of the clothing brand in the consumer's mind.

For clothing dealers with limited marketing budget, Limited advertising and proper launch of new products can achieve good influence.

Customers have come several times. If your shop is invariable, there is no new product, they will give up the store later.

In addition, there are some clothing stores in line with the principle of "direct input and output", which greatly reduces the cost of clothing stores in the off-season.

Mr. Chen believes that doing so will only make the sales pressure even greater, and the clothing store's off-season is even lighter.

Moderate improvement of display mode, reduction of unit price and profit, even sticker delivery, and moderate sales promotion in the off-season, especially the formation of strong promotional pressure on competitors, can often achieve twice the result with half the effort.

In the off-season, it is a wise marketing method to invest limited funds in stimulating sales activities.

The promotion of clothing stores in the off-season should not be excessively dependent on a simple discount.

In order to reduce inventory pressure and increase cash flow, a large discount will destroy the brand image and affect subsequent sales.

The alternative strategy is to consider increasing the added value of products and adding some services, so that while increasing short-term sales volume, it will not cause too much negative impact on consumers who have purchased products.

5. strengthening and developing other channels

Get into

During the off-season, the main channel of the usual peak season will shrink significantly, but some other sales channels will start to show its value.

Many department stores have begun to implement the overall sales promotion measures in the off-season. For the agents who are stationed in shopping malls, if they cooperate with the activities of the shopping malls and do not need to sharpen their heads and think of promotion methods, the shopping mall should be strengthened. On the other hand, according to the characteristics of the brand, clothing distributors should also develop new channels to adapt to the off-season sales of products.

For example, some clothing dealers focus on developing urban regional markets during the peak season, and strengthen monopoly channels. In the off-season, they focus on the rural market and institutional clients.

Some shopkeepers learned to take the initiative and wait for customers to enter the community.

Driving a car to the doorway of a supermarket with large traffic volume or placing a lot of stalls in a large number of targeted customers can play a role in improving sales volume in the off-season.

Another channel is the Internet, more and more.

After being blocked by traditional channel sales, dealers gradually realized the advantages of the network.

In the off-season, it is a good time to have a good off-season approach.

At the same time, the off-season is also the best adjustment for every clothing store. Take advantage of this matter and sort out some of its operation process and make adequate preparations.

In that case, our market has no off-season.