"Sale" Should Be Interpreted As "Selling In A Special Way" Rather Than "Selling At A Low Price".

< p > in the past year, the "a href=" //www.sjfzxm.com/news/index_z.asp "brand sale" will be opened in the middle of November this year. It will be launched in mid November this year. Only a few brands, such as Li Lang and XTEP, will make a year-end sale. In the past, almost all brands are playing the "special sale war". From the past, the "east one hammer west one stick" brand has been scattered for sale, and now all the brands in Jinjiang are "holding together" to attract passengers in the street.

According to the insiders, year-end sale will become one of the normal operation modes for each brand to digest inventory.

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< p > < strong > carefully prepared sale will be < /strong > /p >

Less than P, now in Jinjiang, the sale will be more and more perfect: from the simple and extensive price competition to the exquisite and unique marketing level competition: Li Lang is building the unique "simple Ark", the "sale ship", < a href= "http:// www.sjfzxm.com/news/index_f.asp" > "XTEP" brand clothing /a /a public welfare activities are also officially held.

Each brand is building its own sale.

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< p > in fact, no matter how beautiful the sale is, it will reflect the sad feeling of Jinjiang brand: the high inventory pressure has forced Jinjiang shoe and clothing enterprises to lay down their bodies and make every effort to "go to stock".

According to public data, in the first half of this year, Lining, Anta, 361 degrees, XTEP, PEAK and other 42 listed clothing enterprises inventory amounted to 48 billion 300 million yuan.

In order to pass the "winter" smoothly, sports brands are almost always discounting inventory, and the discount intensity is obviously higher than in previous years.

Therefore, at the end of the year, the sale of each brand will gradually become normalized.

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< p > in some brands, this normal marketing mode has become a way to show the strength of the brand. Just as a salesperson said, "it took us a month to put in a lot of manpower and material resources to plan carefully. The aim is to give consumers an impression that such activities are not organized by ordinary brands.

This is also the propaganda of big brands.

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< p > but this is not a euphemism for keeping the brand face.

In general sense, sale will be a damage to brand value.

At the same time, how to reduce the damage to brand value has become a difficult problem facing brand marketing managers: sale will be changed to internal purchase; sale will be named "public welfare"; brand sale will rent other shops, or even away from franchised stores.

These are the ways that Jinjiang brands are trying.

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< p > < strong > sale will not be "cheap sale" < /strong > < /p >.

< p > the sports brand market was good in that year. Quanzhou shoes and clothing enterprises entered the "market". However, the brand of non differentiation led to the homogenization of products, which further led to the backlog of sports brand stock.

Now, the "good effect" sale will also have such a worrying situation. More and more brands will sell homogenization: products are almost the same, the price is "spitting blood" and "jumping building", too many forms of similar sales will also make consumers dizzy.

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< p > in fact, with the development of social economy, consumers are not as sensitive as they used to be for "price".

As in a reporter's interview, a consumer said: "the price is cheaper, clothes and shoes are not beautiful, no features, I will not buy it."

In this era of increasingly smart consumers, good sales must be based on excellent products.

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How can "P" sell more in a sense of form to win consumers' eyeballs? In this series of reports, the "sugar chestnut" form is only one of the extreme means. How to attract consumers' eyeball problem will still need further study.

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< p > a lot of people in the industry expressed the hope that the brand of Quanzhou would be more sensible when dealing with the sale. The two words of "special sale" would be interpreted as "selling in a special way" rather than "selling at a low price".

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