How To Correct Children's Clothing Promotion Plan

First, the purpose of promotional activities: to explain the current market situation and the purpose of activities. At present, what is the status of children's wear brand in the market? What is the purpose of carrying out this activity? Is it to deal with inventory? Is it to increase sales? Is it to attack competitors? Is it new product listing, or to enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted. What needs to be emphasized here is that the differentiation between Chinese children's clothing brands is not so obvious as that of adult clothes. Therefore, before implementing the activities, we must find out the difference between the competitors and the brand, even if it is subtle, and finally strive to make the brand's advantages stand out.

Next is the activity object. This activity is aimed at target market Are all children, parents or children and parents at a specific level? What is the scope of activities? What are the main goals of promotions? Who are the secondary goals of promotion? Mainly to attract parents to buy or to attract children to buy. (here we need to note that although children's consumption is ultimately achieved through parental purchase, the focus of the two concerns is very different from time to time) the correctness of these choices will directly affect the final effect of promotion.

The third is the formulation of the theme of activity. clothing In this part, the main problem is to solve two problems: determine the theme of activity and the theme of packaging activities. Are prices, discounts, gifts, raffle, coupons, service promotions, demo promotions, consumer credit, or other promotional tools? What promotional tools and promotional themes should be chosen, taking into account the goals, conditions and circumstances of the event, and the budget and distribution of promotional expenses.

After deciding on the theme, the clothing alliance should, as far as possible, "drag the tiger's skin into a banner" as artistically as possible, dilute the commercial purpose of the sales promotion, and bring the activities closer to each other. Consumer It can move consumers better. Generally speaking, children's clothing is a dual consumption group in the face of parents and children. Therefore, for parents, the theme of "environmental protection, health care and intelligence" can be highlighted to a large extent, and for children who are a direct consumer, they are interested in the theme of "fun and fantasy".

What we should attach importance to is that this part is the core part of the sales promotion program. We should strive to innovate, make the activities with shock and exclusiveness, let people really willing to buy your children's clothing products, at least remember your brand characteristics.

The fourth is the way of activity. This part mainly elaborates the specific way of children's clothing promotional activities. There are two issues to be considered:

1, to identify partners: to pull the government back or to sell the "dog meat" of the media? Is the manufacturer selling the dog meat alone? Or is it a joint action with the distributors or a joint promotion with other manufacturers? Cooperation with the government or the media will help to seize the momentum and create momentum. Children are the future of the motherland, the object of people's care and protection, and the government and the media are often willing to make an issue on this point. Joint with dealers or other manufacturers can integrate resources, reduce costs and risks, and expand the scale and influence of the whole activity.

2, determine the degree of stimulation: to make the sales promotion successful, we must make the activity stimulating and stimulate the participation of target children, such as children or parents. The higher the degree of stimulation, the greater the response to sales promotion. But this stimulation also has marginal effects. Therefore, we must analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input combined with the objective market environment. It should be emphasized that this stimulus must be highlighted in public welfare.