In terms of the current market, "the time when it is certain that the fruit is easily extracted is almost over." - France ˙ Sol stores far more than the needs of consumers selling popular products. This is the status quo of the apparel retail market. Under such a market, apparel retailers need to change their original business management methods and reverse the war with professional marketing. July and August of each year are the toughest season for apparel retailers. These two months are taken for granted as the "off-season" of sales. It is hard to do sales in the minds of most salespeople this time. There is a need to pull lower promotions to keep the store in breakeven. In fact, the term "off-season" simply does not exist in the dictionaries of a professional retail management team. Operate a clothing retail store first and foremost is to prepare a three-month medium-term "store sales promotion plan," and this promotion plan to ensure that at least monthly store performance is stable, there can be no major ups and downs, then how This can do this? This need to master the "seasonal product sales cycle planning" knowledge, the figure is a dealer's actual planning case, you can see in this sales plan, every month of the year stores Of the sales of products will be up to 2-3 seasons, which shows that we must store sales of products according to the "season" tactical management, just as we soldiers in the battlefield according to the establishment of the same unit, the store Different seasons of clothing to use different ways to promote sales, but also have different performance requirements. In fact, everyone is using an inertia to guide their own sales, and there is no rational analysis of the entire store sales process, you can see from the map in July and August sales: Spring models clothing is not the point, The single summer dress is the role of conversion, but the fall officially entered the store in late July, in mid-August will assume the main performance. Therefore, in order to reverse the steady development of sales performance in July and August, the store's management team must make good contributions to the sales contribution of autumn sales, otherwise a real "off-season" will be formed. Command a store to reverse the war in July and August, and you need to know more unfamiliar secrets. First, the off-season is not short, focusing on precision marketing Our stores to accurately lock different season promotion goals, the implementation of the promotion of differentiation tactics, so do not rush to discount. 1, the store in summer uniforms promotional tactics: when you can sell more to sell each year in July and August store summer promotion to follow the principle of good: "good sales, good clearance, good push." In fact, in June, for consumers, the single summer buy the buy, the store sales growth began to decline significantly, the more obvious is the summer performance contribution from the daily change into a gentle growth, in fact, this is Normally, taking the Northern China market as an example, the summer apparel market will start to enter the market in April. May and June are good sales periods, but July and August coincided with the 60-day sales slowdown, which is also a year At the fewest festivals (with founding and military build-ups and an informal Tanabata festival), most retailers feel "off season" coming. Footwear retailers to be done at the end of June, "the end of the season mission analysis," should dare to summer, to determine the main models in the sales volume in July and August mission objectives, and in accordance with the promotion of "good principles" the following decision-making. First of all, carry out large-scale sales of non-sales stores, the listing has been no sale of the summer as a battle object, to promote at least sell a set Second, the development of best-selling merchandise clearance tasks, and contract to people, popular is to let sell Fast sell finished. Finally, the 60-day digestion task for the flat-rate section is also defined as the number of sales targets for the individual. 2, new stores in the store's promotional tactics: win At the starting line every year in July and August stores autumn promotion to follow the three early principles: "the morning market, early promotion, early return." In fact, in June, the main product that can boost the store performance is just the autumn product. In July, it is time for the autumn product to be listed on the market, but it is also the key point for us to distance ourselves from competitors and reverse the war situation. Store new promotions, which we are not familiar with the tactics commonly used method is to fall into the discount after the new models listed for 60 days to the northern market in China, for example July on the new autumn models, regular sales 60 days after the completion of the batch of products After the purchase cost was recovered, it quickly entered the discount status in September. Apparel retailers in these 60 days, to the front-line team instill the idea of ​​selling more in the open season, VIP to do "Autumn Tasting Promotion." First, the new product to be quickly listed within one week after the completion of the style scoring work, customers completed within three weeks try 100% of the target, followed by new product sales rating and promotional feedback to determine each store's autumn main push, and begin to adjust the size Resources Finally, the requirements of 60 days is completed by the end of August order cost recovery tasks (such as investment 600,000 to buy goods, sales to reach 600,000)
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