Out Of Season Clothing Promotion Rule: Choose The Right Effective Channel

Autumn has come, and everyone is considering how to reduce the position during the change of seasons clothing Sell quickly. In the season changing season every year, no matter how good the style is, out of season clothes are the trouble of retail terminals.

　　 Do "effective" promotions

Discount treatment Out of season clothing It is the most "original" promotion method, but it is also the most acceptable way for consumers. Although it is not suitable for wearing in the current season, it can be used in the next season, and the price is more affordable. The three word decision of "fast, ruthless and accurate" should be stressed when dealing with inventory, and the recovered capital is the profit. Although there is a certain truth, there is a problem. In today's severe overcapacity, there is a lot of demand for discounts everywhere. Dealing with inventory is often wishful thinking. Discount and price reduction will inevitably affect the overall image and price system of the brand, reduce customer loyalty to the products, and do not discount. Clothing products are too easy to fall behind and out of date, and will only become more and more devalued when placed in the warehouse, Finally, it turns into a pile of waste cloth.

Changing the way of display and changing the patterns of sales promotion can also attract the attention of many consumers, just like wedding photography with the help of model stage display for sales promotion. For another example, children's clothing can attract children through activities such as floats, shaping cartoon characters, and intellectual games, so that they can feel the freshness of the brand and enhance the brand image.

Give the short position goods to customers as gifts. At the sales site, the words "buy one get one free" were printed, and the original price was not high and the clothes were functional clothes Give gifts to customers. Generally, customers will choose carefully until they find the right one. Frequent surprises to customers will enhance customers' preference and stickiness to the brand.

When it comes to gifts, shoes Liu Hanlong, a service marketing expert, has a deep understanding. He believes that people are greedy for small bargains. Whether there are gifts or whether they are attractive often plays a "decisive role" when customers are hesitant. Although gifts play a very important role, the following principles must be observed when selecting them. The first kind of gift is practical, often used or necessary. For example: ball removers, hair dryers, sticky hair rollers, scarves, rapeseed oil, insulation cups, etc. Because customers will often use such gifts and the price is relatively transparent, we must choose products with relatively good quality. Never buy low-grade and poor quality gifts in order to save costs. If the quality of the gift you choose is too poor, what you send out is feelings, but what you get is name calling. The effect is counterproductive. It is better not to send it.

The second kind of gift: the kind that looks expensive, but is actually inexpensive. For example, health care products, watches, diamonds, etc., because of their high sales prices and opaque purchase prices, these goods often give customers a sense of great advantage. A merchant once made such a promotion: within ten days of the launch of the new product, every customer who bought the brand product for more than 1688 yuan will be given a Swiss diamond watch worth 1688 yuan, which guarantees the original Swiss watch, 100% diamonds, and a penalty of ten for each fake. The diamond identification certificate issued by the authoritative organization will be accompanied by the form. As soon as this advertisement was published, it caused a great sensation in the local area. At that time, people swarmed in and the merchants made a lot of money. A good customer really took the watch to do the appraisal, and found that the watch he gave was really a diamond watch, so he immediately felt happy. In fact, the secret of this gift is that diamonds are real, but how many customers know that they are also 100% diamonds. Some diamonds cost millions of carats, while others can buy a kilogram for only 1000 yuan?

The third kind of gift: creative, interesting and rare in the market. This kind of gift is new and interesting because it has less circulation in the market. It can not only satisfy the curiosity of many customers, but also can not find price comparison. It is also a good gift choice, such as running alarm clock, electric lighter, magic props, etc.

　　 Change your mind to "pack" inventory

For clothing sales terminals, it is not necessary to go out of season clothing It is regarded as "the goods that cannot be sold". Under the situation that the global mix and match trend is becoming increasingly fierce, if you look at the out of season clothes from another perspective, there may be new breakthroughs. If you handle them properly, there may be greater profit margins. Spring and autumn clothes and summer clothes can be sold across seasons. They can be used as winter bottoming clothes, and can also be matched with seasonal fashion clothes. Adding seasonal fashion elements may form a more popular clothing style. As long as they are properly matched, they will never reduce their value due to the out of season.

In addition, out of season clothes are not necessarily out of date. According to the fashion cycle, the clothes popular in the previous year will be more popular with consumers in the next year, especially when they enter the market early in the next year, they will still be hot clothes. Some brands of children's wear enterprises, like this, keep the out of season clothes and come into the market in advance next year, which is more convenient and faster than the new ones, and can impact the consumer market more.

At the beginning of August, Lin Xiaoyan, who opened a store in Wudaokou, Beijing, began to carry out the work of seasonal clearance and goods dumping. The main reason for selling goods is to guarantee the rent. After two or three months, we will stick to the peak season. At this time, Lin Xiaoyan will change the shop's "makeup", put accessories in a prominent position, and match them with the clothes in stock, such as earrings, necklaces, bracelets, anklets and other small accessories, as well as bags with a sense of design. After matching, customers often buy a full set of clothes Clothes & Accessories The situation was originally an inventory, but there were accessories as a highlight. If you use your brain a little, it will become a "highlight" in the eyes of guests.

　　 Select the right "digestion" channel

Different inventory needs different circulation channels, and there is still a large profit margin for inventory digestion in shopping malls. For example, Lufthansa Mall has a 30% discount and a better brand has a 28% discount; Cuiwei is generally about 28%; The discount point of the top tier stores in the lower tier market is about 25%, and that of the general stores is between 10-15%, while Adidas The discount points of Nike and other brands are even around 6-7%, and the profit margin is imaginable.

With the expansion of the "Taobao" army, there are not a few enterprises that use online flow stores to sell inventory. However, more brand suppliers still rely on traditional old discount stores, such as outlets, discount malls and other chain retail businesses.

Gong Haiyun is the agent of Pierre Cardin jeans and Italian kangaroo, and has opened many "water shops" in high-end discount malls in Beijing. "Our business in Yansha Outlets is very good. The annual turnover of 40 square meters of stores is more than 5 million yuan. In addition, there are 5 flow shops in the Shangpin Discount Plaza, 4 of which have good business. They can also digest the inventory of 5 million yuan a year. 'Liushui Store' is the most profitable store in our company at present, while in the direct sale stores of some old traditional department stores, the sales are sometimes difficult to do and the pressure is high. " Gong Haiyun said.

Wang Tao, a dealer from Qingdao, believes that it is difficult to ensure normal sales and profits simply because of the lack of color and code. He negotiated with the manufacturer and put some profitable goods in, which is relatively easy to match.

Chen Wenge, the marketing director of Beijing Sikaile Tourism Products Co., Ltd., also revealed that the outdoor brands they operated used to carry out centralized processing of old inventory in stores where the premium discount was less than 100 square meters, and sold more than 1 million yuan in seven days.

Long term "flow shops", such as outlets and premium discounts, are always particularly concerned by brand enterprises. However, due to their threshold restrictions, not all brands can take the bus to cash in inventory. Most small and medium-sized brands rely on the self run flow shop in the suburban business center to complete the task of handling inventory. For such flow shop, experts suggest that they should stay away from the regular goods sales area, and should not neglect the maintenance of brand image because it is a flow shop.

　 Establish "special" sales channels

A store in Guangzhou that specializes in brand sportswear occupied a large amount of money due to the backlog of hundreds of outdated sportswear, which distressed the boss. It was obviously impossible to sell these stocks in a short time through the store. Later, the shop owner found a way. There are many universities and technical secondary schools in Guangzhou, and college students are the main consumers of sportswear, and they generally like to wear famous brands, but many students can not afford to buy famous sportswear because of economic problems.

So the boss contacted the physical education departments of more than ten schools or teachers in charge of sports equipment through the introduction of friends from the Education Commission. He sold the sportswear to students at a price 30% lower than the retail market price. At the same time, each set of sportswear was given a 10% commission to the school as a sponsorship fund for the purchase of sports equipment. This is a good thing for both sides. Some schools have provided him with short-term sales venues, some have provided him with support from radio advertisements and bulletin board advertisements, and some work study centers have specially organized students to sell for his dormitories one by one; He also donated a little money to sponsor some school badminton, basketball games and other activities to further establish relations with the school. Because the price is cheap and the quality is good, it took more than two months to clear all the stock through more than ten schools. After this attempt, the channel of colleges and universities has become a new sales channel for him, which can be described as twice the result with half the effort.