[China Glass Network] In the concept of many marketers, sales are generally divided into two periods: off-season and peak season. Sales in the off-season are generally in the first half of the year, while sales in the peak season are in the second half. Therefore, sales in the off-season are often adjusted by enterprises. The period, that is, the period in which enterprises are carrying out reserve power, such as product adjustment, personnel adjustment, system innovation, management training, etc., in this way, crowding and squatting often occur during the peak season, while the off-season is relatively empty, and the market investment is relatively dull. The illusion is that the weak sales in the off-season are not directly proportional to the input and output, and the companies are not willing to concentrate on operating the market during the off-season. So since the off-season has such a law, how to conduct market operations in the off-season, you need to understand the realistic background of the off-season formation, and then you can prescribe the right medicine, through the analysis of the law, the planning and sales of off-season sales. Number candles are ideal if you don't want a candle for each year! Simply pop the numbers you want on the cake and there's less chance of a fire hazard!!
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Question: Where is the “light†sales in the off-season?
There are usually many reasons for off-season sales, such as consumer awareness, merchant purchase awareness, corporate investment awareness, sales target awareness, and traditional concept awareness, so objectively creating another reflection on the market, how to deal with off-season sales.
A consumer psychology: According to the law of effective consumption in the market, the familiar consumption season has formed a convention, that is, consumption has a certain stage, the difference is that many factors of consumption are in the market, but not in the consumer market. Activated, so on the basis of the general market, consumption is in the left and right markets, not in the market. The result is that the market is vulnerable, merchants can not create market opportunities according to their own products, but wait until the season This is especially true for medical and health care products.
The consumer psychology is weak, that is, the consumption power does not match the demand of the product. From the perspective of marketing planning, to start the consumer psychology, we must break the key link of consumer psychology, that is, the stimulation of consumption intensity, the product It needs to be combined with the normal consumption concept. This should be infiltrated in many advertisements launched by the merchants, instead of blindly introducing the demand for products. What really starts is the enthusiasm of consumption. Encouraging consumption will become an effective way to change the psychological barriers of consumption.
B. Circulation awareness: In the off-season reasons for the above statement, merchants cater to the peak season of consumption, so there is no product turnover on the basis of tradition. The result is that product demand is not circulating, information exchange has problems, and direct impact To the manufacturer's judgment on the market, from this level of analysis, whether the circulation field is turning is a sign to judge whether the product has market confidence, and most of the distributors are forced to stay in the management and research of circulation due to the off-season. In terms of phenomena, there is no need to rotate the products and markets with the manufacturers at the top, which is not enough from the perspective of promotion or promotion.
The diminishing awareness of circulation has become a major drawback for us to formulate sales plans. To achieve the integration of circulation and consumption, the rapid spread of circulation, the turnover of goods in the circulation basin, and the sales of small profits in the circulation field have all had a positive impact. The key symbol is an effective vehicle to start the market.
C's awareness of communication is weak: In terms of communication awareness, the spread of sales in the off-season shows that the spread of advertising is also light, and no matter what sales model is used, at this time, it seems that no merchant and manufacturer are willing to pay more money. Promotion, but relatively in a stable period, and the lack of promotion in this period is also one of the reasons for the continuation of the off-season. The burning of the market consumption is not prosperous, which leads to the decline of market temptation, which is directly stimulated by consumption. Insufficient is also an expression of insufficient promotion of consumption. On this basis, in order to transform the change of consciousness of communication, it is necessary to recognize that the market can be changed through communication, not constant.
The requirements and opportunities for communication are completed according to the habits of consumption. The choice of timing is to look at the style and stimulation of communication. From this point of view, the planning of communication becomes the key, and it is necessary to change the situation of communication awareness. Make greater efforts to create a conscious atmosphere of communication, thus transforming the weak situation in the off-season.
D target awareness: from the phenomenon of sales in the off-season, the target awareness of the consumer to seize consumption is still relatively weak, combined with the goal of sales need to change the traditional consciousness, that is, the target sales are not targeted enough, often taking a large area Ways, some even have no target promotion, special promotions and seasonal promotions are often shallow, causing target consumption to flow in a psychological state that can be bought or not, rather than mainstream consumption, so that the consumption waste is the off-season planning The main reason for the ineffectiveness is that it does not form a climate for the consumption target, and it also has an objective reason for the off-season.
A lighter target consciousness is a common phenomenon, so there will be a large-scale off-season theory. Therefore, it is also a realistic demand for the era of marketing to change the target consumption co-ordination phenomenon. Grasping the target and grasping the environment, grasping the consciousness field, and grasping the field of consumer education. Etc., is the beginning of target consumption, so in the off-season is a good time to catch the target consumption, but also an opportunity to change the traditional off-season consumption.
E. In-depth concept: Since the enterprise does not change the various traditional forms, it is difficult to understand the various ideologies of consumption. The result is a kind of destruction of the consumption phenomenon, and it is also unable to change the pattern of the off-season. The internal structure is the more basic part that needs to lead the market, and such in-depth must require in-depth investigation and research by professionals. It is very unwise to let marketers carry out market research work. The key point is to strengthen the market sector. Optimization, from a variety of perspectives, at present our company lacks market research and judgment, and relies on the leader or several major market leaders to do market analysis. Therefore, it is impossible to talk about professionalism, and there is no new creation. Conceptually impossible to make progress.
In the off-season of sales, some are caused by the market itself. For example, poverty has caused insufficient consumption potential. Some of them are caused by enterprises themselves. Planning and innovation are not enough. Some are caused by mentality. They believe that certain things cannot withstand greater power. To stimulate consumption, so deposited into a habit, the fundamental difference between off-season and peak season is how to achieve their own sales targets according to changes in the environment.
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How to do the whole planning of off-season sales?