Why Does The Discount Sale Of Tourist Shoes Lose Instantly?

Hubei Shiyan Shi Xin shopping mall is a shopping mall mainly based on textiles.

In recent years, business has been relatively dull due to the depressed climate of textile sales.

In particular, a large number of shoe backlogs have made the shopping malls difficult.

Among them, tourist shoes only cost 400 thousand yuan.

In order to get rid of the passive situation, in November 1993, the shopping mall folded the sales shoes in half a month.

In the most influential "Che Cheng culture" in Shiyan, the store claims that this move is aimed at speeding up capital turnover and revitalize funds, and the shopping malls will lose one hundred thousand yuan.

When the news spread, the shoe cabinet of the store was bustling every day, and the shoes were three stories outside the three floors, which lasted for fifteen days. The shoes sold in the shop included not only imitation leather shoes (40), regular shoes (60), but also famous brand shoes, such as Wolf cards and torches.

The price is only 70 yuan.

All these shoes are sold out.

As a result, not only did the shop lose money, it made 50 thousand yuan instead.

[analysis]

Is the reason why the new market is successful? Is dumping really a way out?

[analysis]

Modern business management starts from buyers, and regards the market as a seller's activity. It considers that the market is all activities to realize reality and potential exchange.

Market = population + purchasing power + purchase intention, that is to say, the market is a collection of population, purchasing power and purchase intention.

It can be seen that if there is a market for a commodity, or whether the market has been formed, it depends on whether these three elements are available. If the three factors are missing, the market can not be formed. Only three people have the market.

The success of Shiyan's new shopping malls in the management of tourist shoes is based on the market concept. The main reason is that the store has boldly opened up the market according to the three elements that formed the market at the time, and adopted a flexible marketing method.

First, population is the first and most important factor to form a market.

To a certain extent, the size of the population determines the size of the market.

Therefore, to see if there is a sale of a commodity, it depends first on how many consumers can accept it.

Shiyan is a small and medium-sized city with enough population and no problem.

Second, purchasing power.

With population, it is not always possible to form a certain market. It depends on whether the population has the purchasing power or the purchasing power of the population.

Shiyan tourism shoes sales difficulties, the main reason is that the price is expensive, more than most of the consumer's ability to pay money.

In response to this situation, Shi Xin shopping center resolutely used the discount sale method, and immediately attracted thousands of customers.

Third, from the purchase intention, the touring shoes have the characteristics of comfort and wear resistance, easy cleaning, high quality, elegant style, and the warmth of winter wearers.

Everyone wants to own the travel shoes, but the price is too high. Some customers can only look at the shoes, but the price of the new shopping malls is just the same as that of the customers.

In short, from the concept of modern market

Look, Shi Xin shopping center has grasped the three elements of forming the market. It has made a success of seeing the market and boldly developing it.

[Tokyo bride view]

The main reason for the unsalable product is that the novelty and experience of the product are not enough, but it is closely related to the positioning marketing group of the product itself.

Positioning people is a key to achieving the ultimate profitability of the product.

Before many products are listed, we do not think about marketing for that group of people. Whether they can form word-of-mouth for the crowd, often these two causes the product's unsalable.

The great success of Hubei Shiyan new shopping mall is attributed to the lending of media power, the main word of mouth emotion card.

Re positioning the price of products to achieve docking with local living standards.

Catering to the experience of locating sales groups is a marketing strategy of borrowing and pleasing audiences.

We often encounter such marketing methods: Festival Promotion, sales promotion and annual sales promotion. We are using the strategy of pleasing the audience. The public's mentality is still profitable, and businesses can build up word of mouth in a short time by virtue of this.

For example, the bride of Tokyo has been to the computer information city, just like Zhongguancun of Beijing. I always think that the marketing of Bai Hui Hui is excellent, and the purchase of one yuan can run a membership card. In addition to enjoying a discount in the union store, this membership card can enjoy coffee and popcorn in the exclusive area every time.

Its real cost is clear at a glance, but it does.

The word of mouth communication is the leading place in the world.

The same is the marketing strategy, the same promotion mode, but the two events themselves have a common attribute.

To help the audience find an incentive point, people are willing to buy cheap products, and are willing to spread things that are meaningful to him and interesting to their friends.

This is the marketing point. There are no products that can not be sold in the world. People just haven't found any marketing points for the time being.

The three elements of marketing, if defined, should be crowd positioning, price strategy and audience motivation.

These three points basically guarantee that people are willing to buy your product and spread it for your product experience, thus completing a linear purchase word of mouth mode.

How can we find the bottleneck of sales for slow-moving products?

The bride of Tokyo reanalyzed a case: how to sell combs to monks?

This is a classic sales strategy, when the comb is how to find a breakthrough. Combs and monks are two two elements that have nothing to do. If you want to connect the two, you must find a adhesion or catalyst.

Then we need to tap the potential value of the product and the positioning of the audience.

What is the potential value of a comb? You can comb your hair every day, and your hair has been called "three thousand love silk" in ancient times. Many times people suffer heavy losses, they will start from scratch, cut off their worries, and comb will carry on the hidden meaning of carding.

Now people go to temples, usually wishing vows, divination and seeking Buddhism, but they need a mental sustenance to forget the troubles of the world.

This is a good way to take care of combs, monks and audiences.

Simple combs, if engraved on the benevolent Bible, exorcise the evil and so on, then extend another value so that the product can be successfully re established.

Therefore, if a common slow-moving product fails to find a way out, it is better to look for another marketing point and give the product another value, thus extending another audience.

Emotional marketing is also a breakthrough point. Nowadays, few businesses, especially health care products, will play emotional cards and use filial piety to put pressure on their children.

Therefore, in the case, the discount sale of tourist shoes is actually looking for the popular motivating points, and then positioning the local consumption level. With the propaganda power of the strong media, once again integrating the product characteristics of the tourist shoes, it will turn into a profit.

In the reality of product sales, product homogenization factors, businesses should dig additional attributes of products and psychological expectations of the audience, based on emotional interaction, resonate, will achieve the final word of mouth pformation.