What should the clothing industry do in the off-season and peak season?

Profit is to seize the largest sales volume; Taking advantage of the trend is to gain commanding heights and strive for long-term strategic advantages. The stone is at the bottom of the mountain, big and weak; On the top of the mountain, it is small and powerful. Similarly, the grass on the top of the mountain has higher potential than the towering trees below. At the same time, the demand for clothing stores in the clothing industry is not strong in the off-season. The marketing of clothing stores should put more emphasis on competition orientation and put more energy into observing and analyzing competitors. Relatively speaking, demand orientation should be emphasized in the peak season, and functional innovation that meets the needs of consumers has more practical significance for "profit". "Increase in peak season and decrease in off-season" is the basic strategy for clothing stores to increase sales in off-season-robbing them with stronger promotion, wider publicity and lower price than their competitors. However, it needs to be pointed out by China Clothing Store Management Network that the absolute number of clothing stores in off-season is limited after all, so it is necessary to measure the input of troops and the degree of looting. And clothing stores do off-season sales, but also focus on creating momentum. Launching new products at the right time in the off-season of clothing stores and launching some new products at the right time can effectively reduce the market share of opponents. From the angle of creating momentum, we can strengthen the position of clothing store brand in consumers' minds. For clothing stores with limited marketing budget, limited advertising and appropriate new products can achieve good influence. Developing new uses, discovering and guiding new consumption habits are powerful ways for clothing stores to tap off-season sales. Some clever consumption methods, such as buying clothes for dry cleaning. Bundling sales such as buying clothes and sending ice cream can often achieve amazing results, which is an innovative mode of off-season marketing in clothing stores. Adhere to moderate improvement. Some clothing stores, in line with the principle of "input is proportional to output", greatly reduce their expenses in the off-season of clothing stores. Doing so will only make the sales pressure greater and the off-season of clothing stores lighter. There is a jargon called "make ends meet, only make money." Moderately improving the display mode, reducing the unit price and profit, even selling goods according to the book, and maintaining moderate promotion in the off-season of clothing stores, especially creating strong promotion pressure on competitors, can often achieve twice the result with half the effort. Most marketing experts know that it is a wise marketing method for clothing stores to invest limited funds in promotional activities that can stimulate consumers in the off-season. It is worth noting that the promotion of clothing stores in the off-season should not rely too much on simple price reduction and discount. In order to reduce inventory pressure and increase cash flow, a large discount will destroy the brand image of clothing stores and affect subsequent sales. The alternative strategy is to consider increasing the added value of products and adding some services, which will not only increase short-term sales, but also cause too much negative impact on consumers who have already bought products. In this paper, the off-season channels of clothing stores are strengthened and developed, and the main channels in normal peak seasons will be greatly reduced. However, China Clothing Store Management Network found that other sales channels began to show their value, which is the off-season channel of clothing stores. For example, bottled drinking water, in the off-season of clothing stores in autumn and winter, normal channels such as supermarkets, wholesale markets, retail stores and stalls have shrunk dramatically. But when the weather is hot, people will be thirsty when shopping, and the consumption of water or cold drinks will be great. If you can add a freezer in front of the clothing store, you may be able to moderately increase some popularity. The channel strategy of clothing stores in the off-season is nothing more than two aspects: on the one hand, in the off-season of clothing stores, it is necessary to strengthen the channels with small sales fluctuations; On the other hand, according to the characteristics of products, develop new channels to adapt to the off-season sales of clothing store products. For example, some clothing stores focus on developing urban regional markets and strengthening wholesale channels in the peak season, while clothing stores focus on developing rural markets and large institutional customers in the off-season, successfully achieving no clothing stores in the off-season. In addition to the time limit in the off-season, there are regional restrictions on the transfer of clothing stores. In other words, at the same time, in different regional markets, the off-season is different, at least to some extent. For example, some products have the characteristics of "weak south and strong north" and "weak south and weak north". However, a considerable number of products enter the off-season of consumer clothing stores in the domestic market and enter the peak season of consumption in the international market; When there are clothing stores in cities, there may be no signs of clothing stores in rural areas or urban-rural fringe areas. China has a vast territory, spanning many climatic zones, and there is more room for market transfer. For example, summer clothes, when the north of our country enters winter, the south is still sunny. Let's give a brief introduction to some friends who have newly opened clothing stores, so as to distinguish the off-season and peak season of clothing stores in the clothing industry every month, and let everyone adjust their strategies in time according to the promotion of our China clothing store management network. Of course, these are only the general conditions in most areas, and the specific conditions in Guangdong, Northeast China and Xinjiang, which are southward, may be another matter. January: Winter clothing season is a crazy season. The specific dates are on New Year's Day holidays and weekends. At this time, the climate is cold, the purchase price of winter clothes is high, and the profit is high. February: winter clothing season crazy season. The specific dates are around the Spring Festival, Lantern Festival, International Valentine's Day and weekends. At this time, the weather is still cold, and the purchase price of winter clothes is high and the profit is high. March: Clothing peak season, winter clothes are sold, and spring clothes have been listed in batches. This is a standard peak season, and the specific dates are on March 8 and weekends. At this time, the weather is alternating between cold and warm, and the temperature is too high, which is suitable for selling winter clothes and listing spring clothes. April: Spring clothing sales season. It is the standard peak season, and the specific date is on the weekend. At this time, the weather is mild, the temperature is moderate, and spring clothes are selling well. May: The excessive alternation of clothes in spring and summer is the standard peak season, and the specific date is during the May Day holiday and weekends. At this time, the weather and temperature are getting hotter and hotter. Spring clothes are delisted, summer clothes are on the market, summer clothes are selling well, and spring clothes are selling off. June: The peak season for summer clothes is the standard off-season. The specific sales dates are Children's Day and weekends. At this time, the weather is hot, summer clothes sell well and run a lot, but the price is low and the profit is small. July: The slow-moving season of summer clothes is a crazy off-season, and the specific sales dates are on weekends and evenings. At this time, the weather is very hot, and the sales of summer clothes are basically stagnant. It is recommended to promote sales. August: The slow-moving season of summer clothes is a crazy off-season, and the specific sales dates are on weekends and evenings. At this time, the weather is extremely sultry, the sales of summer clothes are completely unsalable, and a small amount of autumn clothes are on the market. A large number of summer clothes were cleaned and discarded. Suggest low-price promotion. September: Summer and autumn clothes are out of season, and it is also out of season, which is an embarrassing off-season. The specific sales dates are weekends, evenings, and the middle and late September. At this time, the weather began to cool down, and the temperature difference between day and night was large, accompanied by strong winds. Summer clothes are cleared and autumn clothes are all on the market. At this time, consumers hold a wait-and-see attitude, so many people have lower transactions. At this time, DZ should be calm, not anxious, and actively adjust the goods and displays in the store to prepare for the peak season. 10: The peak season of autumn clothes sales is a crazy peak season, and the specific sales date is during the National Day holiday and weekends. At this time, the temperature is moderate, the temperature difference between day and night is large, and autumn clothes are selling well. At this time, the arrival of the National Day also announced the official opening of the clothing peak season. Consumers' shopping spree is concentrated in the National Day holiday, with many people and high turnover, but the price of autumn clothes is moderate and the profit is moderate. It is necessary to cooperate with the promotion to maximize the turnover and make full use of the National Day to run. The peak sales season in October is mainly concentrated in the seven-day National Day holiday. After the long holiday, due to the psychological fatigue of consumers, there will be a sales trough (about 15 days). Therefore, I hope that all shopkeepers will make full use of the National Day holiday to make good sales and let themselves spend the remaining 15 days in a safe way. 1 1 month: clothing is the standard peak season, and autumn and winter are the smooth transition seasons. The specific sales dates are weekends and evenings. At this time, the temperature gradually decreased, the autumn clothes were dumped, and the winter clothes were steadily listed. Autumn clothes sell well, and winter clothes are listed one after another, with high prices and big profits. 1February: Winter clothes are fully listed, which is a crazy peak season. The specific sales dates are Christmas Eve, Christmas Day and weekends. At this time, the weather is cold, the selling price of winter clothes is high, and the profit is big. Cooperate with sales promotion during the festival to increase the turnover of winter clothes.