Eleven National Day: How Do Children'S Clothing Stores Perform Holiday Promotions?

Doing promotional activities during holidays is not a novelty for many children's clothing enterprises. Almost all children's clothing stores can do promotional activities at festivals.

In the fierce market competition, how can children's clothing businesses avoid the phenomenon of "homogenization" in dazzling promotional activities?

Generally speaking, the purpose of holiday promotion is usually to rush sales, but not only that.

Some children's clothing enterprises in order to recommend new products that have just been introduced to consumers during festivals, they often bind sales with old products, and can also adopt the main push of new products as gifts.

The key is to understand the purpose. Only in this way can the holiday promotion get twice the result with half the effort.

Two, holiday promotion, system planning is more important.

Generally speaking, a part of children's clothing enterprises have strong guerrilla nature and randomness in holiday promotion, and the annual planning is not strong.

Of course, some small and medium enterprises can make use of their flexibility and decision concentration to succeed in special events. However, the lack of annual systematic promotion mode often fails to form a resultant force, which leads consumers to not recognize the continuity and unity of the brand.

For a long time, holiday promotion often falls into a misunderstanding, that is, promotion is selling at a low price.

As a result, children's clothing shops and other terminals tend to have "special sale", "buy one get one" and other signs of renovation, and some products are almost daily special sales, promotional activities every day, to the end of the consumer has been numb.

And the enterprise is also a bitter water, the price has been too low to lower, then lower will no profit.

As a result, the operation of enterprises has been plunged into the situation of "no promotion, death and promotion."

The use of low price strategies should first look at how sensitive consumers are to price sensitivity in the selection of similar products.

If consumers are not sensitive to price, even lower prices will not have much impact on sales volume.

Generally speaking, the unit price of fast food products such as snack foods is not very high, and consumers also pay more attention to brand factors in actual consumption.

Take the large Ka terminal as an example, the brand comprehensive ability of small and medium-sized enterprises is weaker than that of the first tier enterprises.

Therefore, in the actual holiday promotion, small and medium enterprises should pay more attention to the brand influence of large Ka terminals. As for sales volume, they still have to rely on other channels, such as traditional wholesale channels.

Four, holiday promotion theme, relying on brand spirit

On the whole, brand spirit is the core of enterprise management. Children's clothing business is carried out around the core of brand.

Of course,

Promotion is no exception.

Therefore, holiday promotion must focus on the spirit of brand.

More importantly, the product function can be similar, but brand spirit is often unable to learn from other enterprises, it is accumulated in the long-term development of enterprises, that is, brand spirit often has a distinct uniqueness.

In the specific implementation, we should pay attention to the following two aspects.

First, the theme of holiday promotion should be unified with brand spirit.

Secondly, the details of holiday promotion should reflect the spirit of brand.

Holiday promotions are often used as a special means for enterprises to rush sales, and pay more attention to their actual effect, that is, focusing on sales promotion, and more is a short-term behavior.

However, from the perspective of the overall operation of enterprises, holiday promotion is also a part of the specific business behaviors of enterprises, and also plays a role in achieving the strategic objectives of enterprises.