Iraq's beauty case: a lingerie shop promotional program design
Iraq's beauty case: a lingerie shop promotional program design
"Terminals are king", "Terminal Winning", "Thousands of shop project" and so on the vocabulary of terminal operation, in many underwear brand promotion plan in the frequency of occurrence is the highest. However, then again, in the process of development of underwear industry in recent years, what brand of terminal operation is in place ? Very successful ?
Case Analysis:
Iraq's beauty underwear brand Nanning Iraqi beauty stores, is located in the pedestrian street relatively remote location, the storefront 35 square meters, in full accordance with Iraq's beauty brand planning four-star store decoration standards, shopping guide staff configuration five ( two shifts ) , And all have some underwear sales experience.
Iraq's beauty underwear store owner Wang, had taken a look at the development potential of the United States and Iraq brand and join the manual on the market support content. However, as the Iraqi beauty brand just adjust the business idea to make the brand a long time, fewer marketers and the sales team is not stable, how much time the marketing director can serve in the Iraqi beauty brand is unknown, if this A director away, that marketing policy must have changed.
At this stage, the sales promotion of Iraqi beauty brand mainly focuses on the promotion methods conducted on some major holidays. The sales promotion is not particularly obvious to the Nanning female consumer groups. There is not much novelty and attractiveness, so the sales of the terminal can not be improved.
To this end, the Iraqi beauty store owner Wang also played a lot of complaints telephone, to the Iraqi brand Guangxi distributor and manufacturer at the actual situation, but for a long time not seen manufacturers and agents at the guidance of staff.
Wang boss, rather than sit still, it is better self-reliance, self-reliance, to play their own advantages and enthusiasm, so that the terminal store "live" together.
Because of Wang's boss in Nanning has a very good interpersonal relationships, and not far from the pedestrian street just opened a short time, "Hossein Beauty Salon," Su boss good relations, because the salon is also opened soon, business in general. Wang boss to find Soviet boss, said the two of us can join forces to do a "joint promotion" activities.
Specific promotions are as follows:
First, the launch of the "interactive beautiful" discount card activities: that is, "Letter Si beauty salon" one-time spending over 300 yuan customers can go to the Iraqi beauty brand stores to buy underwear, the audience 15% discount at the same time, A brand membership score card.
Second, the Iraqi beauty brand stores to buy regular priced products, a set of customers, both to send "Letter Silk Beauty Salon" discount card, with the card to "Letter Si beauty salon" consumer can enjoy 15% discount. And comes with a "winter moisturizing cream" bottle.
Third, the Iraqi beauty brand "Letter silk beauty salon" placed two light models at the door position, and put on the Iraqi beauty brand's main push style, next to the exquisite product leaflets.
Fourth, "Letter Si beauty salon" in the United States Iraqi brand stores in the right place to display promotional materials and services introduced folding.
Through the above joint promotion, the business of the two stores is getting better and better now.
Owner Promotions Conclusion:
How to make the terminal business "live" together, this is a big topic, there are products during the reason, there are also the reasons for the market, there are manufacturers, but also the reason agents. So how to achieve the perfect harmony and unity in many factors, so that our terminal store in the true sense of "living up", I think as a terminal vendor:
First of all, we should start from the moment and establish a sense of "self-reliance." Some terminal manufacturers on the manufacturers, there is a serious dependence on the distributor idea. Wholeheartedly to manufacturers, general agent to support, to policy. True, this idea is understandable. However, after all, the resources of manufacturers and distributors are limited, and their strategic decisions are generally placed in the whole country or the province, to a certain extent, it is difficult to take into account the idea of ​​a terminal. Therefore, under such circumstances, as the most advanced terminal salesman in our underwear sales chain, we have to establish an awareness of "everything by ourselves" as early as possible.
Secondly, with the full awareness of "self-reliance" and the idea of ​​"everything depends on ourselves", coupled with the product structure, the quality of shopping guide staff, store image, display skills and after-sales service, Live "is just around the corner.
If the former is to seek, the latter is a little strategy is no different from having a war north and south, galloping world sword, with this sword, let our terminal business "live", is no longer a rhetoric It's
Finally, friends and terminal operators to share a story:
Independence, brave to take a big step forward
In order to help a colleague who has remained stable for a long time and has been reluctant to advance and can not break through, a supervisor painstakingly can not change him. One day the supervisor changed his way and the colleague who asked him said: If your only-child elementary school is going to graduate, be willing to stay in primary school instead of going to junior high school on the grounds that if this is the case, he will always be among the best The advantages of exempt from failing and falling behind the concerns of others. As a father of you, will agree ? He replied without hesitation: of course not, how can we not afraid to fail and transcript does not look good and stay ?
The purpose of going to school is not transcripts, and in the continuous study and growth, the pressure of examinations and competition is the best way to help learn and grow. I will never agree with the child repeater, this will harm the child's life. The supervisor nodded constantly smiling next to him. The last topic of a turn to remind him: instructors over words, you should be brave enough to accept the challenge, breaking the competition time, and do not worry about failing to reach the goal and competition in the backward. Such a waste of food will make himself as a child who does not want to go to school, virtually suffered a great loss. The colleague really received advice after a sudden epiphany, as soon as possible promoted to higher ranks, as reborn.
Everyone will be afraid that it will be hard to achieve the goal of setting a high target, that the competition will be lost to those who are promoted to higher vocational education but that only through the challenges and pressures can we continuously make breakthroughs and growth.
Trying for great things and failing, as strong as not finding success.
Do you agree with your child for grading? What about your store sales ?
A promotion policy, the middle to go through the middlemen ( provincial agents, regional agents, regional managers ) , and then the information can be conveyed to the terminal franchisee, which will appear in the middle of the spread of information or misunderstanding, so that when When it reaches the terminal, the content of the policy will differ from the policy set by the marketing center. There are two aspects that are detrimental to the terminal vendor:
1 , The conversion or misunderstanding of policies has resulted in the implementation of deviations.
2 , Information ( policy ) to communicate the time is too long, leading terminal operators missed the promotional opportunities.
The above two points seriously hindered the operation of terminal operators, so that the sales of terminal operators were hit. To this end, terminal operators complain about it.
Does the terminal operators so willingly missed business opportunity? Or wait for the arrival of the instructors of the manufacturers?
The author in-depth multi-terminal market, the analysis, put forward the "self-reliance" and "self-improvement" point of view, to warn the lingerie brands of terminal operators, from their own start, mobilize their own strength and enthusiasm, self-reliance, so that terminal sales "alive" .
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