How To Deal With Piecemeal "Holiday" Clothing Enterprises?

From September 18th to October 15th this year, it was dubbed "the most fragmented holiday in history".

According to the notice of the general office of the State Council on arrangements for some holidays in 2010, working days and rest days were divided into 8 parts from September 18th to October 15th.

Seeing such a rest arrangement worth studying, many executives of clothing enterprises said that it was really dizzying.

But they are also very entangled: because as long as the public holidays, do not want to give up.

But the promotion time is too long, which will cause consumption fatigue, promotion time is too short and there is no performance stimulating effect. What should we do?

How can we arrange the marketing time to maximize the benefits?

Under normal circumstances, holiday density is too large will dilute the popularity of shopping malls, but if a few holidays even a piece of long promotional time will cause consumers fatigue.

However,

In their view, although fragmented holidays, but it is easier for consumers to create a sense of a long holiday, clothing enterprises launched shopping and leisure activities more easily accepted.

If holidays are connected, consumers will be happy but they will wear clothes.

Before that, someone had counted an account. Such a holiday arrangement made many promotional points available for shopping malls. Many shopping malls began to do activities on Teachers' day, until mid autumn festival, and even on national day. In addition, a couple of weekends were added to the middle of the festival, just as a "promotion chain plan".

Therefore,

According to the experience of business promotion planning, only the continuous excitement can stimulate consumers' purchase intention.

Take last year's Mid Autumn Festival as an example. The Mid Autumn Festival is a rather difficult Festival. Because the Mid Autumn Festival is caught in the national day, so whether the shopping mall or clothing enterprises believe that the Mid Autumn Festival is "chicken ribs", it is tasteless, and it is a pity to abandon it.

Because this day is a traditional family reunion day, and is not suitable for shopping. Once it becomes a three day long holiday, the family reunited will go out and go shopping.

This year compared with previous years, the Mid Autumn Festival and National Day stagger, clothing enterprises can just take the opportunity to promote sales.

{page_break}

Will such a high frequency promotion feel that the clothing industry will not be able to eat?

The answer is mixed.

Why do I say so?

From the point of view of terminal sales, clothing enterprises also want to have sales, careful consumers can find that although today's shopping malls have marketing activities, in addition to the sale season, in fact, discount is not big.

Clothing companies can still guarantee sales profits.

From the point of view of terminal services, extending the promotion period is conducive to easing the phenomenon of shopping in bulk, so that shopping malls can arrange promotional resources more reasonably and ensure service level.

Because of the long holidays in the past, shopping in cashiers, queuing up, shortages and goods being broken down frequently occurred. The price is cheap but the service level has declined. This year, the phenomenon of clustering will change.

From the point of view of enterprise production, for the garment enterprises themselves, fragmented holidays are not a good news. Some garment manufacturers worry that holidays will affect the efficiency and progress of their work.

A garment factory official said: "such a holiday disrupted the continuity of production, the factory decided not to allow employees to rest.

The production line of the factory can not be broken. In order to continue the operation, the factory can only plan to allow the workers to work overtime during the vacation, and the high overtime cost will raise the production cost of the factory a lot.

Many garment enterprises employees and sales staff have said that the boss has already spoken, let them die, that is, September is not allowed to take annual leave.

Many garment enterprises have received many orders. In order to rush to work, this long vacation is estimated to be dedicated.

Because holidays are often the golden period of clothing sales, clothing companies plan a lot of holiday promotion activities, sales staff of clothing enterprises to shop during the holidays.

Long holidays for them are sales days, so the more such a festival, the greater the intensity of their work, so they can honestly earn overtime wages.

It seems that the holiday is too fragmentary, which really causes the clothing enterprises to have a headache. On the one hand, they can taste the sweetness in the sales performance, and on the other hand, they rush to work and give employees high overtime pay.

If a garment company does not want to be in a passive position, it should pay more attention to the added value of the brand. In the future, it will not be embarrassed for the fragmented holiday.