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          首頁 > 行業 > 資訊 > 營銷 > 打破淡季營銷困局

          打破淡季營銷困局

           2014-7-14

          打破淡季營銷困局

            一家中小型家紡公司,銷售淡旺季明顯,年復一年的波動性營銷軌跡給企業發展帶來不小的羈絆,如何才能改變這種“半年夠吃半年餓肚子”的狀況?互聯網或移動互聯的新興營銷手段能發揮怎樣的作用?

            我的企業是一家生產和銷售家紡產品的公司。這個行業一直以來淡旺季都較為明顯,秋冬是我們的銷售旺季,而其他時候尤其是夏季,銷售較為慘淡。這種年復一年的波動性營銷軌跡給我們這種中小企業的發展帶來一定的羈絆,我一直力求突破這種局面,但是始終沒有效果。近兩年受大環境影響,我們不僅旺季業績有所下滑,淡季更是變得幾乎無事可干,盡管嘗試了多種手段來刺激銷售,淡季仍然毫無起色。我們該在營銷上做出怎樣的突破,才能改變這種“半年夠吃半年餓肚子”的狀況?互聯網或移動互聯的新興營銷手段有助于我們突破營銷困局嗎?

            —廖廣勝 海豚會會員

            粉絲經濟讓淡季不淡

            互聯網和移動互聯的新興營銷手段確實有助于該企業突破營銷困局,因為這塊能幫他們做增量部分,而且還有益于提升存量部分,即傳統營銷渠道。我們按照結果倒推法來看看該企業應該怎么做。

            首先,讓淡季不淡關鍵在于發展粉絲經濟。之所以出現淡季,是因為沒有長期關注自己的粉絲或常客會員。假如有1萬粉絲、1000常客會員,就可以針對這些粉絲在淡季開展有針對性的促銷或進行預售,回籠資金。試想一下,假如有1000名用戶關注企業的微信公號,企業拿出一款產品回饋關注者,轉發截屏即可有禮物相送或享受一定折扣,這樣會快速激活粉絲的購買頻率。

            其次,發展粉絲經濟關鍵在于做好網絡平臺。該企業應打造營銷型微博或微信,比如每天拿出一款做特賣,吸引粉絲關注,同時創造與產品相關的、對用戶有價值的內容。這些內容可以幫助用戶甄選家紡產品,也可以教給他們家紡產品洗滌或者打理常識,這樣既保證平臺的更新頻率,又完成價值輸出。然后讓自己的淘寶店、官網、微博、微信互動互通,相互引流。這樣,用戶不僅可以在淘寶店購買產品,也可以直接微博私信訂購、微信語音訂購。

            再次,新媒體賣好產品關鍵在于做好品牌體系。需要梳理品牌的賣點,即打動顧客的利益點,然后形成品牌核心價值,明確品牌定位,甚至營造一句朗朗上口的口號和品牌故事。用這些內容全方位影響顧客,讓他們愿意通過新媒體平臺購買產品,同時對傳統銷售渠道也起到很好的促進作用。

            做好以上幾點,當你有了足夠的粉絲或老客戶資源,淡季就可以通過他們開展社會化媒體營銷或圈層營銷。

            —榮振環 正略鈞策管理咨詢公司總監

            四招突圍淡季陷阱

            為擺脫淡季的困擾,可考慮下述四點措施:

            第一,淡季采取預售模式。在淡季,包括實體店營銷與網絡營銷,都可以以相對優惠的價格,推廣冬季趨勢產品,或者處理積壓產品。這樣做是通過打銷售的時間差,來爭奪競爭對手的旺季市場。這就要求家紡企業加強自身研發能力,搶先于競爭對手推出家紡新品,當然,也要保留一些經典產品在旺季銷售,以防止在旺季被競爭對手分食客戶。

            第二,采取商務聯盟的辦法,挖掘關聯客戶。諸如,與婚禮用品婚紗攝影等機構合作,精準捕捉目標客戶信息,勤加溝通,開展精準營銷。只要通過為準備結婚的青年男女提供一定的超值服務或優惠,這部分消費者完全有可能爭取過來。從本質上來說,這是一種針對目標消費者的終端攔截。

            第三,拓展企事業團購市場。消費者的從眾心理很強,每個企事業單位只要動員好幾個消費者,就會帶來更多的消費者,乃至形成團購規模。

            第四,開展個性化定制業務。除了根據消費者的喜好、房間裝修風格,來推薦相關的產品方案,也可根據消費者的需求定制姓名、照片等有紀念意義的圖案等,這有足夠的發揮空間。不過,要盡量縮短定制周期,讓消費者滿意。

            —賈昌榮 吉林授之漁營銷顧問機構首席顧問

            淡季做市場,旺季做銷售

            家紡市場的主體消費群是女性,女性的消費觀是偏感性的,她們對色彩、圖形、布料、細節的敏感性很高,一旦建立起對某種家紡品牌的好感,她們對這種品牌的忠誠指數也會變得很高,不會輕易改弦易張。

            脫離消費者洞察、缺乏品牌建立與輸出的嚴謹與耐心,一味以波動的營銷軌跡作為業績疲軟的借口是錯誤的觀念,因為無論哪個市場、哪個品牌都是時刻處在波動中,尤其是在“網絡化生存”成為主流的今天。營銷界有句老話“淡季做市場,旺季做銷售”,就是針對傳統的銷售淡旺季所采取的卓有成效的營銷戰略。

            互聯網與移動互聯的新興營銷手段正在形成主流,但無論是傳統的亦或新興的營銷手段,“品牌”、“品質”、“服務”始終是企業與顧客溝通與交流的三項基本原則,缺一不可。家紡產品的市場空間很大,每個家庭都有需要且有多套儲備需求,其設計風格也千變萬化。企業應該先尋找并確定好差異化的品牌定位與消費者定位,確定自身的設計風格。在強調個性與自我價值實現的時代,確定自身的差異化設計風格不是件難事,關鍵是品牌要有獨特與鮮明的個性,而不是一味地跟隨。

            一家形象獨特鮮明的專賣店能讓人為之駐足并產生好奇心,一句經典的廣告語能使人印象深刻并進入顧客內心,一幅具有原創性與強烈視覺沖擊力的廣告畫面能讓人倍感震撼與動心,一個產品獨有的細節能讓人為之傾心,一個導購員的笑臉與細致建議能讓人感覺貼心。家紡產品不是高科技產品,但它的創新設計仍是大有潛力可挖,如何使顧客感覺更舒適、更方便是首要的創新。譬如如何使拆換和清洗床單與被套更為方便快捷,或者設計一款專門晾曬家紡用品的用具,等等。

            “沒有疲軟的市場,只有疲軟的產品與品牌”,因為市場對所有品牌都是公平的,打敗自己的只有自己。

            —袁善銘 海豚會會員,聯騰(中國)展示管理機構CEO

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