Off-season marketing: the way to raise Tibet
In the hot summer, for many cosmetics companies, the marketing season of the year is “off seasonâ€, and this summer's summer seems to show a little “chill†in the “light†under the financial tsunami. In fact, there are springs in nature and winter. There are economic peaks and natural markets. It is like the four-day yin and yang in the traditional Chinese traditional Chinese medicine, spring, summer, autumn, and winter. These are the natural world and the market economy. law. In the cosmetics marketing, due to the role of the market and the inherent laws of nature, there are naturally several “off-seasonsâ€: The former is due to the “low season†caused by the economic recession in a business cycle. For example, the global financial tsunami caused by the US subprime mortgage crisis directly brought about the depreciation of wealth and assets, which inhibited the consumer demand of the general public and naturally caused widespread influence on cosmetics companies. L'Oreal, which has maintained double-digit profit growth for 20 consecutive years, has announced financial warnings, and many unprepared small and medium-sized cosmetics companies are shivering in the unexpected cold wind. The second is due to the “low season†caused by changes in consumer use and buying habits during the one-year economic cycle. For example, from June to August each year, the use and purchase of hot cosmetics and skin care products are naturally reduced. For many companies that mainly sell these products, the changes in the sales season of the products seem to directly reflect the “seven deaths†circulating in the enterprise. The proverb of "turning around". Many companies have become accustomed to waiting for the peak season of the product in bitterness. The third type is due to the “off-season†of periodic sales reduction due to various factors in economic activities over a period of time. For example, many cosmetics retail stores will naturally find that the sales of products from Monday to Friday are obviously not over the weekend, and the usual crowds of people who do not commute to work are all such. In the face of these low sales periods, most stores believe that it seems that there is no need for improvement in every store. In fact, the real "off-season" exists in people's hearts, that is, in the face of market pressure, there is no fear of business. Most of the off-season in the market is formed by the latter factor. In the "Yellow Emperor's Canon", the philosophers talked about this when they were in health: the winter should be the way to raise the Tibetan. It means that when winter arrives, people must close the air-exhaustion machine and learn to "close". In fact, the ancients cloud: spring probiotics, summer benefits, autumn is acceptable, winter should be hidden, enterprises are in different internal and external environments, but also take different strategies. Whether it is the financial crisis, the off-season of product sales, and the low tide of the people, enterprises should take the initiative in the “off-season†of marketing. In the inner main convergence, the external collection, the internal strength and the slow development, the company maintains its strength and accumulates energy. Product conservation – concentrating on new market demands during the off-season; There are a lot of products in the off-season, which are only caused by people's consumption concepts. Such as cold drinks, candy, beer and other consumer goods, people's demand for these products is not too strong for a certain period of time, resulting in the production of off-season. However, the concept of consumption is only a kind of perception in the minds of consumers. It will change with the change of consumers' thinking, the enhancement of product awareness and the changes of the consumption environment. Therefore, consumers' consumption concepts can be changed. Innovation is to create differentiation, relying on differentiated promotions, differentiated market positioning and market choices to complete the sales growth in the off-season. Discover the new consumption methods and uses of the original products; the “hot drink†of beverages in the winter – “cooking hot lulu†is an innovative model of off-season marketing. In the off-season market demand, new products are launched at the right time. For example, Shanghai Jahwa's Liushen dew and shower gel launched in the summer will make up for the vacancies in the traditional summer market and bring huge market returns to the company. These new products, which are ingenious and excavate consumption, are really making the company fire in the off-season. Customer retention – taking advantage of the weak to consolidate and enhance brand loyalty; How to succeed in off-season marketing is another headache for many managers. In order to do a good off-season, we must first find a target customer strategy, because the success of each marketing campaign is inseparable from its correct target customer strategy. The same is true for off-season marketing. The first step is to figure out which type of customers the marketing campaign is targeting and what kind of strategy will be adopted for such customers. Only then can the next marketing campaign be implemented. The low season is only in terms of short-term benefits, and there is no glory for the long-term interests of enterprises. Therefore, the off-season marketing is focused on the trend. "In the peak season, take advantage of the off-season." To take advantage of it is to win large sales; to take advantage of it is to gain a commanding height and strive for a long-term strategic advantage. What is the trend? It is a long-term and valuable thing: word-of-mouth, brand building, strategic value, etc. These are the potential of the company and the action that plays a role in the long-term market position of the company. Market leaders need to promote to maintain customer loyalty, market challengers must be more like this, in the off-season to invest in advertising and other activities. In the off-season, building brand equity and increasing brand value through advertising and public relations activities can make the company stand out quickly when the market conditions improve. Market conservation - gaining momentum for market expansion in advance in silence; The peak season of the market is generally considered to be the season of harvest. Manufacturers and merchants are all “eight immortals crossing the sea, showing their magical powersâ€. Using various strategies, “you sing me to debutâ€, I hope to attract the attention of target customers; however, in the off-season, big Some enterprises are "knife guns into the warehouse, horses put Nanshan", most of them are dying, or summing up training, or letting themselves flow. The demand in the off-season is not strong, and the marketing of enterprises should emphasize more competition-oriented and focus more on focusing on and analyzing competitors. As everyone knows, there are many opportunities in the off-season, because most companies have begun to take a break at this time. The degree of market competition is far less intense than in the peak season. Many companies have seized the opportunity in the off-season and achieved success in the peak season. . The so-called "off-season" is not the off-season of marketing activities, because for a savvy, mature entrepreneur, the consumption of certain commodities has a low season and a peak season, but for the marketing activities of enterprises, there is never a low season. . Who can cultivate the off-season of the market, who will take the lead in the upcoming market season. As early as 30 years ago, faced with a complicated international environment and a weak national power, Comrade Xiaoping clearly put forward the eight-character policy when formulating China's diplomatic strategy in the new era, "keeping a low profile and making a difference." In the deep, this is a model that knows the way China is to cultivate. Tibetans, squatting, raising, and raising, also make a difference. China's reform and opening up practice proves that this is a higher-level and more successful "off-season marketing" strategy. 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