How should we deal with the off-season business?

For businessmen and marketers, they hope that it is the peak season at any time. The peak season means more orders, and the natural benefits are relatively solid. Enterprises have money to earn, and employees' pockets are bulging. This is something that everyone likes to see. However, no matter any industry or enterprise, there will be no eternal peak season, and there will be no eternal off-season. Many times, we admit the influence of the big environment on an industry, but these are relative.

Mature enterprises can fully grasp the market dynamics and laws. They have a sound marketing structure and some early warning mechanisms for the off-season, including off-season promotion, off-season internal building, relevant system improvement, and marketing structure adjustment. Perhaps these measures may not necessarily lead to large orders in the off-season, but at least they are a positive gesture in the face of the off-season. The so-called off-season is the way to do things in the peak season.

when many people are complaining about the bad environment, are they facing it with a positive attitude? For adversity, any lament is useless, and the Hanhao bird is lamenting. Poverty leads to change, and change leads to communication. This is a philosophy of life summed up by our ancestors. It changes with the change of environment, which is a law of human evolution. If you don't seek change, you will be changed or even destroyed by the environment. The extinction of dinosaurs and other species on the earth is such an example.

I once said in an article that in the face of a wild market environment, seeking change is the best security measure. Enterprises all develop in the process of seeking change, especially in the context of going against the market, those enterprises that can change, make progress and think about change can break through and develop rapidly, which is not difficult to find in many cases of excellent brand enterprises.

in the off-season, many enterprises should spend more time to calm down and turn their heads to sort out some problems existing in enterprises, which may include human resources, marketing and system structure, and may also involve issues such as strategy, development, products and customer group positioning. These problems exist to varying degrees in any enterprise, but some are obvious and some are invisible.

In fact, it is nonsense for many enterprises to talk about the so-called off-season and peak season. In the off-season, they don't have a good rest, and in the peak season, they are too busy to take care of some bad problems, which leads to the problems of enterprises not being solved and forming a vicious circle again and again. The ability of such enterprises to resist market risks is very low. If the overall environment is good, they can still get a share. If there is a slight trouble or a strong typhoon, they may be tottering or even dying.

In the face of wind and rain, if you wait blindly, your hair will be messed up by the wind and your clothes will be wet by the rain. You should learn to take precautions in advance so that you can take countermeasures when the wind and rain come. For enterprises, the most affordable adjustment in the off-season is marketing, which is the lifeblood of enterprises and the tactical embodiment of the most breakthrough in enterprise operation.

under the current market environment, what many enterprises should do most is to sort out their own problems, at the same time, strengthen the adjustment of marketing structure and try some new marketing channels on the premise of operability; Secondly, it is to integrate marketing, mobilize all aspects of resources to achieve resource integration and marketing integration; Thirdly, optimize the construction of superior network and do a good job in value-added and after-sales service; Then, we should work hard on marketing means, tactics and promotion, and strive for more differentiated marketing content to impress consumers.

We are ready to move. Any campaign needs early intelligence collection, information processing, feasibility demonstration and deduction, so as to ensure the victory of the campaign. By the same token, every major adjustment and major marketing strategy breakthrough of an enterprise can not be separated from such early system planning and operability discussion.

In many enterprises, the problems are more likely to be related problems such as pipeline blockage, imbalance of internal management and control, and poor processes or systems. Aside from the so-called big thinking, these problems should all belong to the category of local management histology. Only by solving these problems can the development of enterprises go into battle lightly and lose some burdens and burdens.

as the old saying goes, running water does not rot, and a family member does not bite and move. This principle applies to all enterprises, organizations, institutions or individuals. Only a relaxed body can make itself full of vitality, and a healthy and functioning enterprise can achieve good development, win the market and win prosperity.

I hope my answer can help you.

Many products have off-season, such as liquor in summer, beer in winter and mosquito-repellent incense in winter. And what do regional agents of shoes and clothing do in the off-season? The so-called off-season of shoes and clothing agents is six, seven and eight months in summer, which is a headache for agents. First, how to ensure that the agent's products are not weak in the off-season; The second is how to prepare for the arrival of the peak season and add wings to it. First, inventory processing, improving sales is facing the off-season, the demand for end products is reduced, and sales can't go up. Many agents have reduced their investment in advertising, manpower and products, and even more, they can only sit and wait for the arrival of the peak season. How to make the off-season not dull? We might as well start from the following aspects. Inventory is a headache for every agent. It is impossible to do business without inventory. It is not good to have more inventory, and it is not good to have less inventory. If there is less inventory, the money that should be earned is not earned. However, most agents and terminal vendors have inventory problems. Facing the coming of peak season, it is the first task to reduce the financial pressure and increase the speed of loading, and to deal with inventory in off-season. 1, through the warehouse inventory, determine the batch processing inventory. How many products are suitable for this season? 2. Select appropriate outlets for inventory processing. Dealing with inventory has a certain impact on store image, product positioning, price positioning, and even brand image, so it is necessary to choose appropriate outlets for inventory processing. Don't some brands have special discount stores? This is a good example. 3. Formulate appropriate promotion methods. We can choose different discounts for special halls and exclusive image shops in high-end shopping malls in first-class cities; And in the secondary and tertiary markets, we can mark the lowest price for sales in specialty stores with large traffic. Of course, there are various promotion methods, and the most basic VI advertisements such as POP and posters are indispensable. However, it is worth noting that the period and price of inventory processing cannot affect the sales in the peak season of outlets. 4. Do a good job in post-inventory tracking service. Inventory is either out-of-season products or out-of-code products. As mentioned above, it is over-batch, so the inventory mentioned here is biased towards out-of-code products. Of course, taking effective measures to deal with out-of-season products also faces the problem of broken codes and scattered codes. Therefore, our business personnel are required to do a good job of post-tracking service, timely allocate inventory and concentrate on processing, so that it is better to have thousands of broken codes than one missing code. It is also necessary to supervise the price, especially whether the franchisees are treated according to the price set by the company. 5. Take appropriate incentives. Nowadays, consumers are too difficult to deal with. Shop assistants go to Wan Li every day in the store, and what's more, they talk nonsense. It is very hard for both excellent shop assistants and ordinary shop assistants. While thanking the salespeople and improving their enthusiasm, we can definitely increase the sales commission of some products. 6. To put pressure on franchisees, inventory processing must be carried out in accordance with company regulations. In fact, many franchisees see the pressure of inventory, but they are reluctant to sell their inventory cheaply. At this moment, our business personnel should brainwash franchisees in time, and the inventory accounts for one capital and the other position. When they want to go to the new model, they can't get on it, and there is no place to put it. We have earned the money we should have earned, and the inventory is even less valuable if it drags on. 7. Agents should actively look for off-season transitional products to meet the needs of some consumers. Second, prepare for the arrival of the peak season. When products reach consumers, besides the so-called outlets, the most important thing is people! Man is the god who rules everything. In the process of sales, people are involved in planning tasks, network construction, sales skills, promotion and many other factors. Therefore, in the off-season, we should practice our internal strength and get ready for the coming peak season

1. According to the annual sales plan, build outlets. The construction of outlets includes opening up new outlets and adjusting and upgrading outlets. According to the market plan and market changes, conduct market investigation to determine which markets need to add outlets to consolidate the market and which outlets need image transformation. These require business personnel to run frequently and the negotiations are fully in place. Outlets are platforms for sales. Reasonable setting of outlets can not only consolidate the local influence of brands, but also be one of the key factors in promoting sales. I have experienced such an example. Last year, a customer in Liuyang, Hunan Province operated a brand hall in the shoe city for many years. With the development of the market, the market can accommodate two or three outlets of a certain brand. We suggest that the customer choose a good location and open another outlet. If not, we will find someone else to open it. Because this customer has been operating this brand for many years, he has earned a certain amount of me. I suggest him to open it, which is convenient for our unified management, and of course there is a little customer sentiment. This customer thinks that the brand has been recognized by consumers in the local area, and there is no need to open a new store. Good wine is not afraid of its deep alley. So we really found another customer and opened another local branch. The final sales show that the sales of old customers have nearly doubled compared with last year. My analysis is that within the market demand capacity, multiple outlets can improve the local influence of the brand, and consumers can see the brand LOGO wherever they go, and they have already remembered the brand subconsciously. Moreover, the competition between the two outlets can improve the customer's management ability. 2. Take advantage of the off-season to adjust and train personnel. In the sales industry, the mobility of personnel is the greatest. As a shoe industry, it is the most obvious. Most people choose new jobs at the beginning of the new year, and it takes about a month for footwear and clothing personnel to know the brand, manage the office and store affairs, know the market and industry, and master the professional skills. April and May are the peak season for the sales of shoes and clothing in the first half of the year. No matter the office or the terminal outlets, it is not expected to adjust the personnel at this time, so as to avoid that the re-recruited personnel are still in the internship learning stage during the peak season. If you want to make adjustments, you should make adjustments after the peak season. March and April are the internship and learning stages of newcomers, and April and May are the peak season for sales. Everyone is in a busy stage of study and work. Brand should be developed, sales should be improved, and personnel should be promoted, so June, July and August is the best time to train personnel. In the early stage, they have already had some knowledge and experience in brand, market and work, and have been trained to improve their work skills and improve their comprehensive quality to meet the arrival of the peak sales season in the second half of the year.