Why Should Spring Clothes Be Put On The Shelves Earlier?

This weekend came to the winter solstice in the 24 solar terms, and another cold air was coming. Why did the winter clothes in the shopping mall already be on sale? Now selling spring clothes! Who will buy?! Why do shopping malls sell? clothing Not even in season, or even months ahead of schedule?

Let's go in three directions. pricing strategy Sales cycle, promotion strategy - understand why clothing products have to be listed in advance.

　 1. pricing strategy

Shopping malls clothes It's expensive. Why? Because clothing prices in the mall follow the skimming strategy.

Skimming pricing (market-skimming pricing), also known as the high price method, is about to set the price of the product higher. As early as possible in the early stage of product life, before competitors develop similar products, they will recover the investment as soon as possible and achieve considerable profits. After new products enter the mature period, they can have larger room for price adjustment. They can not only keep the competitiveness of products through gradual price cuts, but also attract potential demand from the existing target market, and even win the low income class and customers who are more sensitive to the price.

　 2. sales cycle

Product sales cycle can be divided into guidance period, growth stage, maturity stage and recession stage. No one knows which style will be sold. The unknown of the market needs to be tested by experiments.

The guidance period takes time, that is, two aspects. One is to test customers' interest in the product; the other is to increase production capacity during the peak season. Generally speaking, the guidance period takes a month. During this month, the product will be displayed on the main display, the main push will be invited, the VIP customers will be appraise, listen to the opinions of customers and salesmen, the company's backstage data analyst will also gather all kinds of sales data, and carry out a series of analysis, such as year-on-year, annulus, competition and so on. Of course, the competing products will also be on sale. Designer Competition products will also be used to compare the advantages and disadvantages of this quarter's product development. After the guidance period, it is found that products can enter the growing period and decide whether to increase the order. For the products with poor market repercussions, we should consider whether to prepare for the clearance.

　 3. promotion strategy

Many people think that only the end of the season sale is. Promotion In fact, promotions have already started on the first day of product launch.

Since pricing is a skimming strategy, promotions also start with fat VIP customers. When the major brands of VIP enter the clothing season, they will receive many invitations, most of which are new products listed, and then cover some preferential discounts.

Why do we have to cover up? Do we need to cover up half off or brand? That is to say, when the new clothes appear on the market, they will be discounted through membership card and so on. Membership cards will be discounted less. They will enjoy the discount according to the card and get the points. The discount is small, and the integral is a big discount.

As a result, businesses do not sell new products in season suitable for wearing, usually 6 to 12 weeks in advance.