Feel Cool In The Mall On A Hot Summer Day

April 30th Hubei Wuhan Oriental Department Store Heng Yuan Xiang home textiles

How much I love the counter.

Reporter: what is the sales of May 1?

Heng Yuan Xiang: as most of the holidays are closed, they have plenty of time to shop. At this time, sales promotions are usually promoted, and sales will increase significantly, about 2 times more than usual.

How much we like it: we launched "buy one get one", buy "2012 spring and summer new products, four sets of cool air conditioning quilt" and some special activities.

Specials drive the sale of other goods.

In addition, we love to launch a large theme activity every month, and promote sales around the event. This theme promotion method is popular with the fast fashion consumption concept of the public.

This year's may day, our counters sell 3~4 times more than usual.

Reporter: what type, style, color and color are the most popular?

Welcome?

Heng Yuan Xiang: because many people choose to get married during the May 1 year, so even if there are no promotions, the wedding series will also sell well, not to mention that there is still such a big discount.

So during this period, the wedding series was sold better, and the coloured and bright colors such as red and pink were popular.

In terms of flower color, the difference from the past is from big flowers to small broken flowers or even elongated vines.

Many love: many new people choose to get married on this holiday, so many customers buy wedding series bedding as a gift.

I love many wedding series since mid April, and they sell well.

In addition, cool cool pastoral styles sell better, soft lines and broken patterns are very popular with consumers.

Reporter:

How about sales?

Heng Yuan Xiang: it may be the reason for summer just now.

Sales are not ideal, I believe that as the temperature rises, it will gradually improve.

How much we like it: our new products have always adhered to the principle of "fast, multiple" and "quasi", like all cotton air conditioners, silk summer cooling quilts and silk cool summer quilts.

May 1st Beijing Xinguang world Casa Tianjiao special counter

Reporter: "May Day" holiday for 3 days, how is sales? Is it any improvement compared with weekdays?

Casa Tianjiao: sales in recent days are still good, basically flat on weekdays, with no notable growth.

Because the whole mall did not offer special promotional activities, consumers during the May 1st period were not too many consumers, and there were not many downstairs clothing floors.

Reporter: every shopping mall is doing activities on holidays and Sundays, but the new world does not have any, so does the brand have its own sales promotion way?

Casa Tianjiao: Xinguang world is different from ordinary department store city. It has its own activity time every year, and does not follow the market.

The "May 1" traffic volume is not too large because we have just held the annual celebration of shinguang world in mid April.

The intensity of the activity is relatively large, and it will be 100 yuan to 100 yuan, so the sales climax should be just concluded.

Although the mall has no activity, our brand has launched several 30 percent off promotional products according to its own product characteristics.

Consumers of Xinguang Tiandi shopping are well aware of the sales promotion here, so many customers will buy large quantities during the celebration.

Consumers who often come here to shop are well aware of the brand layout of the mall, and have formed a habit of buying them as long as there is demand.

Some consumers especially like the shopping atmosphere of the mall. They don't care if there is any discount, but they like shopping here and trust the brand here.

Reporter: compared with autumn and winter products, what are the sales volume of spring and summer new products?

Casa Tianjiao: most of the customers who come to spend are buying products such as Xia Liang and so on. Some of them are shopping for elegant colors.

The price of summer cool was lower, which affected sales volume to a certain extent.

But this seasonal product can attract consumers and stimulate sales of kit products.

The new spring and summer products of Casa are beautiful. The fabric is made of Tencel and silk. The former is more intimate with the people, and the latter is more luxurious.

As a whole, the home textile area of Xinguang world is characterized by high-end brand positioning, the main products are very elegant, and there is a different look in detail. This is also one of the reasons to attract consumers.

May 2nd Beijing Zhongyou department store dream orchid special counter

Reporter: how about product sales during the May 1 holiday?

Meng LAN: the May 1 promotion campaign of Meng LAN home textile has been started since the end of April. The event launched a preferential policy of "100 yuan to 50 yuan", which attracted many consumers to buy.

At the same time, the May Day is still the peak season for wedding, so the wedding series has a good sales.

Specifically, sales in this period are about 2~3 times that of normal.

Reporter: how about the unit price?

Meng LAN: the price per passenger has increased more than usual, basically can reach more than 1000 yuan.

Many old customers are buying the goods that they had seen before, but not bought because of the higher price, through the promotional opportunity of "100 yuan reduction of 50 yuan".

Now, consumers have formed a habit of not giving discount.

Especially when approaching festivals, there will be many consumers visiting shopping malls, asking products, but not buying them.

They first came to "step on the spot", looked at what they wanted to buy, got a clear picture of the price, and then waited for the holiday promotion to buy it.

Reporter: what styles, colors and colors are popular this year?

Meng LAN: wedding products and new summer products are popular among consumers, and there are more purchases.

For example, romantic red makeup, love secret words, etc. the wedding suite based on big red is the first choice for consumers to buy wedding products. This series of products adopts imitation silk and cotton fabrics, with a strong sense of luster and a strong sense of three-dimensional.

In the summer new products, pale pink and light blue products are more popular with consumers. In the summer of summer, these two colors can bring a touch of refreshing feeling to consumers.

On the choice of fabric, consumers pay more attention to Tencel fabric, because the material is smooth, soft, breathable and comfortable, and is more suitable for summer use.

Reporter: how about sales of Xia Liang products?

Meng LAN: Xia Liang products had been listed as early as the end of April, but because of the summer just now, consumers' demand for cool products is not strong.

In summer cool products, we advocate printing summer cool quilt, air conditioning quilt and all kinds of mat products.

May 5th Beijing SOGO Department Store SOGO

Reporter: is the May Day sales boom still going on?

Jera: compared with usual, sales during the May 1 period usually increase.

Compared with the same period last year, we also have an increase in the chain. Such data is very important for enhancing self-confidence of the brand. This shows that it is being recognized by more and more consumers.

Reporter: what causes the "Festival" sales small climax?

There are many reasons for the growth of sales during the May 1 period. The main reason is that the new product is very consistent with the feeling of spring and summer. It is light and soft. It is very attractive in the shopping malls. The unique style has always been the advantage of the elegance.

Product display is very important for improving sales volume of brand, because there are many people gathered in shopping malls during festivals. If a brand can fully display its own product characteristics and let consumers have distinctive visual feelings, it will increase popularity.

In addition, the discount sale of autumn and winter products is also a factor in the increase in sales volume.

However, the premise of implementing this method is that the brand has a good reputation and has accumulated loyal consumers.

They are willing to buy products that are not available in spring and summer. This shows that consumers love our products very much.

Reporter: what are the characteristics of the new product this year? How does the brand deal with sales in the off-season?

Talya: the design of the new flower pattern is unique, fresh and elegant, which is loved by consumers. It should be said that this is our consistent practice and the magic weapon for our brand.

In the off-season, we usually use discount promotions and gift giving activities to promote sales, and publicize products through thematic activities to improve the exposure rate of new products.

As a matter of fact, SOGO has always been the best shopping mall for our products, and it does not require a lot of promotion and publicity.

We keep the top ranking of sales in the mall for a long time.

This is closely related to the fit between brand and channel.

The development of brand benefits from the importance attached by the shopping mall and the close cooperation between them.

In addition, the quality of SOGO shopping guide is very high, and the work is very careful. No matter it is the understanding of the product or the implementation of the company's activity policy, it is very effective. The shopping mall has given us a lot of help.