strategy 1: market transfer in fact, the off-season that enterprises think is often only the off-season in a certain region, not the off-season in all markets. Just like the earth, on the one hand, the night is deep, but on the other hand, it is sunny; One side is wrapped in silver, and the other side is raging with heat waves. The market is too big, but our products haven't gone deep. China has a vast territory, and the territory of the whole world is even bigger. Therefore, when the so-called off-season comes, we can completely transfer the market, find a market suitable for products, and even enter the international market. For example, summer clothes, when the northern part of our country gradually enters the cold winter, are sunny in Southeast Asia. At this time, if the sales focus is shifted, there will be no doubt that there will be a bright future. If you study it carefully, even the same market will be different. For some special places, such as hotels, restaurants, discos, karaoke bars and other consumer places, air conditioning is open all year round, in fact, the influence of seasons is not great. Here, "eating hot pot in summer and eating popsicles in winter" is nothing new. If we carefully study the difference between off-season and peak season of products in different market regions, analyze the difference between off-season and peak season in different sales channels, and adopt pioneering marketing strategies, the negative effects of off-season will be reduced to a minimum, and miracles will happen. Strategy 2: channel innovation If a product enters the off-season, the normal sales channels will shrink, but at the same time, other sales channels will become new opportunities. Such as bottled drinking water. When autumn and winter come, the normal sales channels such as supermarkets, wholesale markets, retail stores and stalls all enter a shrinking period. After a cold summer, the bath center and sauna center have entered the season when customers are full-people will feel thirsty after bathing and sauna, and the first choice for drinks when thirsty is not coke, juice, etc., but water! At this time, if a certain regional market, such as a city's bath center and sauna center, sells a brand of bottled water, the business volume can not be underestimated! In addition, in some sports venues such as gymnasiums, the demand for drinks is not obvious in the off-peak season. For wedding products, the climax and low tide are also very clear. Every year, New Year's Day, May Day, National Day and other festivals are the climax of marriage, and product sales are in short supply. After this period, sales will fluctuate greatly. At this time, we can't just wait for the next wedding climax, but we should take the initiative to find new channels. Huajia Wedding Shop, known as the "No.1 Wedding Shop in China", has opened dozens of branches all over the country, specializing in selling wedding products and providing wedding services. During the wedding climax such as the National Day, we receive dozens of couples every day on average, which is simply too busy. However, there may be only a few couples every day. In this case, Hua Jia Xi Pu carries out channel innovation to find new growth points. Through investigation, they found that the couple must go through marriage registration office and wedding photo studio, so they decided to combine channels, set up product exhibition halls in the photo studio and carry out one-on-one publicity and promotion in the marriage registration office, thus maximizing the market potential. Strategy 3: product innovation refers to the seasonal changes, according to the new needs, product research and innovation, and develop marketable products. Moon cakes are a typical seasonal product, and they are sold for more than ten days a year. After these ten days, the rest of the time is idle, and most of the machinery and equipment are discontinued. What should we do? While making moon cakes, Holiland makes full use of the existing manpower, material resources and equipment resources to develop a variety of foods, forming a product line that complements each other in the off-season and peak seasons, and sells them in self-built Holiland stores, with annual sales reaching hundreds of millions of yuan. Some liquor enterprises have developed a kind of summer liquor that can cool down and drive away heat without hindering drinking in summer, which is different from beer, changing the inherent style of liquor that is simply "hot air swinging" and giving liquor new characteristics of cold and heat compatibility. There are also some liquor enterprises that offer iced liquor, ultra-low black rice wine and health-care nutritious liquor suitable for drinking in summer, including pure liquor from Bai Yunbian, Gynostemma pentaphyllum from Tianjin, buckwheat wine and pine nut wine from Yunnan, jujube wine from Hebei and calcium rice wine from Zhejiang, which create new selling points in summer. Festivals in winter are concentrated. According to this feature, some enterprises can produce special packaging products suitable for family consumption and gifts. Strategy 4: Guiding the formation of off-season consumption has a certain connection with people's consumption concept. If we can guide or even change people's consumption concept, we can increase sales. With the rise of leisure lifestyle in China, casual clothes are accepted by more and more people, while the sales of suits that most people think are only suitable for formal places are squeezed. In this case, some suit manufacturers have developed the consumption concept of "suits are also casual", and improved the product design, and the market has been further expanded. Winter is the off-season of beverage sales. In order to break the bottleneck of the off-season sales and increase everyone's consumption interest, so cooking "beverage", "Lulu", "ginger coke" and "hot coconut juice" came into being, which made these products, which were originally in the off-season sales in winter, become a hit again. The selling point made by Lulu Group is: "Drink Lulu with ice in summer and drink Lulu hot in winter." In the off-season of sales, it attracts consumers and constantly strengthens the functional appeal of "cold drinks to clear the summer heat and hot drinks to remove the cold", resulting in more popular sales in winter. In order to open the catering market, a milk designed healthy milk with special nutrients for women, and put forward a brand-new drinking method of "milk+liquor", which is more conducive to health. As a result, drinking this "milk+liquor" milk wine has become a fashion in local restaurants.