How the towel market breaks the off-season marketing predicament
A small and medium-sized towel company, sales season is obviously light, year after year of the volatility of marketing trajectory to the development of the enterprise brought about no small flaws, how can we change this "half-year hungry enough to eat six months" status? Internet or mobile Internet What kind of role can the emerging marketing tools play?
The towel industry has always been relatively light and busy season. Autumn and winter are our sales season, while other times, especially in the summer, sales are bleak. This year-by-year volatility marketing trajectory has brought us some enthusiasm for the development of this kind of SME. I have always striven to break through this situation, but it has never worked. In the past two years, influenced by the big environment, we not only experienced a decline in peak season performance, but also became almost irrelevant during the off-season. Although various measures have been tried to stimulate sales, the off-season is still showing no signs of improvement. What kind of breakthroughs should we make in marketing before we can change the situation of “half-year hungry for half a year?” Can the emerging marketing methods of the Internet or mobile internet help us break through the marketing difficulties?
Fan economy is not light off season
The emerging marketing tools of the Internet and mobile Internet really help the company break through the marketing difficulties, because it can help them to make incremental part, and it also helps to upgrade the stock part, that is, the traditional marketing channels. We look at the results to see how the company should do.
First of all, the key to keeping the off-season not down is to develop the fan economy. The reason why the off-season occurs is because there are no long-term concerns about their fans or frequent flyer members. If there are 10,000 fans and 1,000 regular members, targeted promotions or pre-sales can be conducted for these fans in the off-season and funds can be withdrawn. Imagine that if there are 1000 users concerned about the company's WeChat public number, the company uses a product to give feedback to the followers, and then forward the screenshot to have a gift or a certain discount, which will quickly activate the fans' purchase frequency.
Second, the key to the development of fan economics lies in doing a good job of the network platform. The company should create a marketing-style Weibo or WeChat, for example, take out a sale every day to attract fans' attention, and create product-related content that is valuable to users. These contents can help users to select towel products, and can also teach them to wash or take care of towel products, so as to ensure the platform's update frequency and complete the value output. Then let your own Taobao shop, official website, Weibo, and Wechat communicate with each other and divert each other. In this way, users can not only purchase products at Taobao, but also can directly subscribe to Weibo and subscribe to WeChat voice.
Again, the key to the new media selling good products lies in the brand system. Need to sort out the selling point of the brand, namely to impress the customer's interest point, then form the brand core value, clear the brand positioning, and even create a catchy slogan and brand story. Using these contents to influence customers in all directions, they are willing to purchase products through new media platforms, and also play a good role in promoting traditional sales channels.
Do these things well. When you have enough fans or old customer resources, you can start social media marketing or circle marketing through them in the off-season.
Four strokes break through the off-season trap
To get rid of the troubles of the off-season, consider the following four measures:
First, adopt the pre-sale model in the off-season. In the off-season, both physical store marketing and internet marketing can be used to promote winter trend products or handle backlogs at relatively favorable prices. This is done through the time difference between sales, to compete for the peak market of competitors. This requires the towel companies to strengthen their own research and development capabilities, to preempt the launch of new towel products to competitors, of course, but also to retain some of the classic product sales in the peak season, in order to prevent competitors from eating customers during the peak season.
Second, take the approach of business alliances and tap relevant customers. For example, cooperation with wedding supplies, wedding photography and other institutions, accurately capture target customer information, diligently increase communication, and carry out accurate marketing. As long as they provide certain premium services or discounts for young men and women preparing to marry, this part of the consumer is entirely possible to win over. In essence, this is a terminal interception for target consumers.
Third, expand the market for group purchases. Consumers have a strong mentality of self-government. As long as several enterprises mobilize several consumers, they will bring more consumers, and even form a group purchase scale.
Fourth, carry out customized business. In addition to recommending related product solutions based on consumer preferences and room decoration styles, customizable names such as names and photos can also be customized according to the needs of consumers. This has enough room for development. However, we must try to shorten the customization cycle and satisfy consumers.
Off-season market, sales during peak season
The main consumer group of the towel market is women. Women's consumption is biased. They are sensitive to color, graphics, fabrics, and details. Once they establish a goodwill for certain towel brands, they are The loyalty index will also become very high and it will not easily change.
From the perspective of consumer insights, lack of rigor and patience in brand building and output, blindly using the fluctuating marketing trajectory as an excuse for weak performance is a misconception, because no matter which market or brand is always in a state of fluctuation, especially in “ "Networked survival" has become mainstream today. There is an old saying in the marketing industry that “the market is in the off-season and the sales is in the peak season”, which is an effective marketing strategy for the traditional sales season.
The emerging marketing methods of the Internet and mobile Internet are forming a mainstream. However, whether it is traditional or emerging marketing tools, “brand”, “quality” and “service” are always the three basic principles for communication and exchange between companies and customers. One cannot. There is a huge market space for towel products, each family needs and has multiple sets of reserve requirements, and its design style is also ever-changing. Enterprises should first seek out and determine the differentiated brand positioning and consumer positioning, and determine their own design style. In the era of emphasizing the realization of individuality and self-worth, it is not a difficult task to determine its own differentiated design style. The key is that the brand should have unique and distinctive personality, rather than follow it blindly.
A unique and distinctive store allows people to stop and create curiosity. A classic slogan can impress people and enter the customer's heart. An original and powerful visual impact can make people feel more interested. Shock and enthusiasm, a product unique details can make people feel enamored, a shopping guide's smile and careful advice can make people feel intimate. Towel products are not high-tech products, but its innovative design still has great potential. How to make customers feel more comfortable and convenient is the primary innovation. For example, how to make changing and cleaning sheets and quilt cover more convenient, or designing a special drying utensils, etc.
"There is no weak market, only weak products and brands" because the market is fair to all brands and it is only self that beats itself.