Wang Hao: &Nbsp; Key Points Of Sales Promotion

Every year Discount season In order to compete for customers, the major clothing brands will attract consumers' attention in various ways. At this time, they will work harder on display. Then, what elements should be used to convey promotional information and seize the customers' eyeballs and psychology? Discount sales promotion is the topic. I interviewed Wang Hao, a senior lecturer of the training center of China Fashion Designers Association. He interpreted the key points of sales promotion season for us.

Textile and clothing weekly: how to display can not destroy. brand image And can we send discount information to consumers?

Wang Hao: the more high-end brands, the greater the proportion of added value in their brand value, the greater the negative impact of discount sales. Therefore, before discount sales promotion, we must first identify our brand positioning and determine acceptable sales promotion intensity and form of expression. Trying to convey concepts and convey information through the execution plan of theme creativity and aesthetic design can compensate for the inherent defects of such sales promotion forms to a certain extent. If the plan is enough, it can even seize this opportunity to enhance brand value.

Textile and clothing weekly: brand wants to spend the least amount of money to make the most effective discount display. How should we control the cost?

Wang Hao: according to the demand of display, it can be divided into two main directions: enhancing brand image and increasing sales volume. In order to enhance the brand image, the hardware setup and window layout are mainly used. Shop maintenance And decoration as a means, the project is relatively complex, relatively high cost; in order to increase sales volume, mainly by window layout, POP configuration as a means, the project is relatively simple, relatively low cost. The different demands of brands at different times determine the energy and financial strength of a certain period of time for display work.

From the perspective of cost control, in order to increase sales volume, POP and props are used to convey the theme clearly. This is the most cost saving way. The most obvious features of expression are bright colors, large volumes and striking materials. Of course, how to mix and use these tools and techniques to create new ideas and attract attention is the most important consideration in display planning.

Textile and clothing weekly: which display method can bring the greatest benefits to the brand? What are the pros and cons?

Wang Hao: first of all, for the high-end brand, the high added value of the brand must pay more attention to the display of the theme creativity; for the low-end brand, the added value of the brand is relatively low, and the loss of value is relatively small after direct display. The principle of "the existence is reasonable" is the principle of difference between the two display methods.

If we consider it ideally, we should praise it naturally. A very creative display. But the brand always pursues the maximization of interests, and there will be certain restrictions on the input of energy and financial resources. Even the staff who design the theme of the exhibition is "one price, one lot of goods". The design level has a gap of height and width. Therefore, in the case of controlling costs, it is most appropriate to make full use of all resources available at hand to maximize the effect.

"Textile and clothing weekly": now most brands display alike and feel the same. How do you think you can stand out from the "SALE" display?

Wang Hao: first, for retail outlets, selling a product does not mean "ending", but a "start". It is the first step to establish contacts and relationships with customers. Through countless interaction processes, brand marketing departments should be familiar with the characteristics and needs of customers. A targeted discount sale scheme should be launched for target customers to achieve success.

Secondly, as Chen Li Shi is facing with a shop, the first thing is to go back to the shop, to wander around and find out the situation of the surrounding shops, and then make a distinctive and characteristic display plan. A good exhibition planning team should also make a unique promotion plan in advance according to the fashion trend, product theme and product characteristics. If necessary, the assistance of other departments can make the implementation of the plan more effective.