[China Glass Net] The purpose of opening a new store in the front part
“Promotional activities†are generally accepted by consumers, and clothing stores are “people†industries. Therefore, the promotion strategy of clothing stores must be “people-orientedâ€, which is in line with the principle of win-win for consumers and enterprises. However, the core contradiction of the promotion focuses on the issue of "sales - gross profit - customer benefits". Therefore, the opening of a new store with a special dragon must take the "abandonment of gross profit, ensure the flow of customers, sales" to ensure that "popularity" is the basis of planning.
1. Agglomeration of business: With a relatively large number of people flowing into the shopping malls in the business circle, the various commercialities that come with it will have an environment for production and the formation of commercial atmosphere, which will inevitably lead to various future business circles. The generation of business opportunities offers greater possibilities and chances. Business can be said to be a good transition for "business opportunities."
2. Extending business opportunities: The finalization of business opportunities is, to a certain extent, the result of strong "popularity". Business opportunities will not be produced for no reason. In the process of brand consumption, the popularity of "popularity" Thin, strong and weak, which greatly affects business and business opportunities. If business opportunities arise, they will have a good impact on the brand itself, which will play a more important role in improving the sales of specialty stores and expanding the influence of specialty stores.
3. Spreading the brand: Each brand has a different characteristic culture. Passing the enterprise and product culture is a key step for consumers to recognize the brand. The atmosphere of the store creates, displays and adorns the jewelry, the unique buying point of the product and the fashion style are all The basic elements of consumer perception of the brand.
The second part of the new store opening activities
As a publicity campaign for the opening of a new store of specialty dragon brand clothing stores, the purpose is to promote the awareness of expansion in the region. It must have the characteristics of high grade, high scale, high style and high impact, in order to create a platform for rapid promotion of popularity. Lay the foundation. Therefore, the requirements for opening activities must highlight the characteristics: (1) distinctive fashion; (2) easy to recognize; (3) easy to spread; (4) impact; (5) cheerful.
Its main behavior is:
(1) Informative: that is, by means of the featured dragon image endorsement and Zhao Wenzhuo's well-known news hotspots, the regional specialty dragon brand new store address, new store property, brand culture will be systematically informed and publicized, so that the former information is conveyed to the consumers;
(II) Impact: The use of the new store to open the previous activities, to convey the characteristics of the dragon brand, product characteristics, corporate culture to consumers; with the aforementioned news hotspots, enhance the trust and recognition of potential consumers for the specialty dragon brand.
(3) Promotionality: The buying and selling relationship of the promotional items is not necessarily obvious. The main reason is to use the new channels to let consumers feel the goods, so as to carry out appropriate promotional activities, which are more likely to attract consumers' attention and stimulate their consumption. Desire, and the good dragon brand has a good impression after the previous contact.
(IV) Image: Through the opening activities of new stores, the popularity will be quickly raised, and the desires of consumers will be injected into the potential. The ability to enhance the positioning of the brand image in the hearts of consumers will provide opportunities for the occupation of the market.
In the process of starting a business, the promotion discount is an unavoidable promotion method. How to use it? You can consider the following strategies:
1. Scope strategy
That is to determine which products are discounted, it is important to know why it is necessary to discount these products and check whether they meet the purpose of discounting. For example, if the new product is to be discounted, first consider the regional nature of the new product, such as the very beautiful four-piece suit, which is not popular in a certain area. Even if there is a big discount, it may not be able to sell it. Therefore, it is suitable for local conditions and time-based system. It is advisable to consider these factors and determine where to discount and whether it will be effective if you hit it down.
2. Degree strategy
That is to determine the degree of discount, so that the extent of profit can attract customers without losing profits. Generally speaking, the current bedding products are sold at a non-price price in many specialty stores. Between 10% and 9.5 fold, in order to stimulate sales during the promotion period, it is necessary to consider the price of some popular products to be extremely low, attracting popularity, such as pillows. , caterpillar puppets, pillows, etc. Overall, the promotion period is higher than 20%, the effect is not very good, but in order to consider the overall discount of its own profit control at 30% - 7.8 fold, more suitable. Of course, for products with a long-term backlog of more than one and a half years, in order to withdraw funds, the discount can be reduced to the cost price.
3, timing strategy
That is, it is more appropriate to decide when to discount. Nowadays, many textile distributors choose May 1st, 11th, New Year's Day and Spring Festival. These weddings and relocations are carried out during the peak period, but all home textile companies are doing this, and the effect will be compromised for you, such as making special events and news. Or in the off-season, the clearance of big discounts can be worth exploring.
4. Period strategy
That is, the time period during which the discount should last is not as long as possible. This is especially critical. The discount period for home textiles is too long, but it reduces the determination of consumers to buy immediately. It is more appropriate to control it for 10-15 days. This takes into account the information that consumers know about discounts, and she buys dowry and The procurement cycle of new home decoration, but also time oppression, such as the first five days, enjoy special offers.
5, frequency strategy
That is, the number of times a discount occurs within one year. Generally speaking, consumers who buy bedding products have 1-2 times of your terminal in a year, so collect the communication methods of customers, ask questions in a timely manner, increase the number of visits by customers, and welcome them if you don’t buy them. Skills require consumers to recommend to their relatives and friends, of course, the product customers are satisfied with the use. Research shows that relatives and other familiar people sell products to potential customers with an influence of up to 80%. Selling to new customers recommended by existing customers is better than selling new customers who are not recommended. The transaction rate is 3-5 times higher. .
6, mode strategy
That is, what method should be used to discount. This is often overlooked by many textile companies and dealers, because for consumer goods such as bedding, carpets, quilts, pillows, etc., the simple price discount does not increase the motivation and frequency of consumers. Therefore, adjusting the way of discounting, stimulating consumption becomes the key.
Of course, all promotions should be combined with customer relationship management to enhance customer loyalty by making benefits to customers and strengthening relationships with customers.
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