What should I do more in the off-season?

For businessmen and marketers, they hope that it is the peak season at any time. The peak season means more orders and more solid natural benefits. Enterprises have money to earn, and employees have bulging pockets. This is what everyone likes to see. However, no matter any industry or enterprise, there will be no eternal peak season and no eternal off-season. Many times, we acknowledge the influence of the general environment on an industry, but these are relative. Mature enterprises can fully grasp the market dynamics and laws. They have a perfect marketing structure and some off-season early warning mechanisms, including off-season promotion, off-season internal construction, relevant system improvement and marketing structure adjustment. Perhaps these measures may not bring big 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 of doing things in the peak season. When many people complain about the bad environment, do they face it with a positive attitude? For adversity, any lament is useless, and the Hao Han bird is lamenting. If you are poor, you will change, and if you change, you will pass. This is the philosophy of life summed up by our ancestors. It changes with the change of environment, which is a law of human evolution. If we do not seek change, we will be changed or even destroyed by the environment. The extinction of dinosaurs and other species on earth is one such example. I once said in an article that in the face of a bleak and wild market environment, change is the best safety measure. Enterprises develop in the process of seeking change, especially in the context of moving against the market. Those enterprises that can change, make progress and think about change can break through and develop quickly, 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, system architecture, and may also involve issues such as strategy, development, product and customer group positioning. These problems exist to varying degrees in any enterprise, but some are obvious and some are invisible. In fact, many companies talk nonsense 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 don't have time to take care of some bad problems, which leads to the problems of enterprises not being solved, 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 piece of the action. If there is a slight wind and grass, or if there is a strong typhoon, they may be tottering and even dying. In the face of wind and rain, if you wait blindly, your hair will be blown by the wind and your clothes will get wet by the rain. You should learn to take precautions in advance, so that when the storm comes, you can take countermeasures. For enterprises, the most affordable adjustment in off-season is marketing, which is the lifeblood of enterprises and the most breakthrough tactical embodiment of enterprise operation. In the current market environment, what many enterprises should do most is to sort out their own problems, 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, and realize 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. Ready to go, 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, problems are more likely to be related problems, such as pipeline blockage, unbalanced internal control, poor processes or systems, etc. Aside from the so-called big thinking, these problems should all belong to the category of local management organization. Only by solving these problems can the development of enterprises go into battle with less burdens and burdens. As the old saying goes, running water does not rot, and relatives can't bite. This principle applies to all enterprises, organizations, institutions or individuals. Only a relaxed body can make itself full of vitality, and a healthy 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 the 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, sales promotion is facing the off-season, the demand for end products is reduced, and sales volume cannot go up. Many agents have reduced their investment in advertising, manpower and products, and even more, they can only 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. Too much inventory is not good, and too little inventory is not good. The inventory is less, and the money that should be earned is not earned. However, most agents and terminal vendors have inventory problems. Facing the coming peak season, it is the primary task to reduce the financial pressure, improve the loading speed and deal with the inventory in the off-season. 1. Determine the inventory to be processed in batches through warehouse counting. How many products are suitable for this season? 2. Select the appropriate outlets for inventory processing. Inventory processing has a certain impact on store image, product positioning, price positioning, and even brand image, so it is necessary to select 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 pavilions 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 sale 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 cycle and price of inventory processing cannot affect the sales in the peak season of outlets. 4. Do a good job of tracking after inventory. Inventory is either out-of-season products or out-of-code products. The above is over-batch, so the inventory mentioned here is biased towards off-code products. Of course, taking effective measures to deal with out-of-season products also faces the problem of broken and scattered codes. Therefore, our business personnel are required to do a good job in post-tracking service, allocate inventory in time, and deal with it centrally, so that one missing code is not as good as thousands of broken codes. 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. Consumers nowadays are too difficult to deal with. The shop assistant goes to Wan Li every day in the shop, and what's more, he talks nonsense. Whether it is an excellent shop assistant or an ordinary shop assistant, it is very hard. While thanking the sales staff and improving their enthusiasm, we can certainly increase the sales commission of some products. 6. In order 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 unwilling to sell their inventory cheaply. At this moment, our business personnel should brainwash franchisees in time, and inventory accounts for one capital and another position. When they want to get on the new model, they can't get on it and there is no place to put it. We have earned the money we should, and the inventory will be even less valuable if it is delayed. 7. Agents should actively look for off-season transitional products to meet the needs of some consumers. Second, get ready for the peak season. In addition to the so-called outlets, the most important thing for products to reach consumers is people! Man is the God who rules everything. In the process of sales, it involves many factors such as people's planning tasks, network construction, sales skills, promotion and so on. Therefore, we should practice our internal strength in the off-season to prepare for the arrival of the peak season. Network construction includes new network opening and network adjustment and upgrading. According to the market plan and market changes, conduct market research to determine which markets need to increase outlets to consolidate the market and which outlets need image transformation. All these require business personnel to run frequently and the negotiations are fully in place. Outlets are platforms for sales. The reasonable setting of outlets can not only consolidate the local influence of brands, but also be one of the key factors to promote sales. I have experienced such an example. Last year, a customer in Liuyang, Hunan Province operated a brand pavilion 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 advise customers to choose a good location and open another branch. If not, we will find someone else to open it. Because this customer has been running this brand for many years, he has earned a certain amount of me. I suggested that he drive, 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 deep alleys. So we really found another customer and opened another branch in the local area. 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 subconsciously remembered the brand. Moreover, the competition between the two outlets can improve the management ability of customers. 2. Use 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 a month or so for shoes and clothing personnel to understand the brand, manage office and store affairs, understand the market and industry, and master professional skills. April and May are the peak season for shoes and clothing sales in the first half of the year. No matter the office or the terminal network, it is expected that no personnel adjustment will be made at this time, so as to avoid that the re-recruited personnel are still in the internship learning stage in 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 development, sales promotion and personnel promotion, so June, July and August are the best time to train personnel. In the early stage, I had some knowledge and experience in brand, market and work. After training, I improved my work skills and comprehensive quality to meet the arrival of the sales season in the second half of the year.