Seize the customer's demand for related commodities in midsummer and the promotion opportunity when the Olympic Games is approaching, comprehensively launch all kinds of cool summer commodities during the off-season in June, July and August, and vigorously promote them through a series of activities to ensure that the off-season is not dull and achieve greater sales growth.
Second, the activity time.
20XX June 22nd to August 17
Act I: June 28th to July 6th.
Third, the theme of the event:
Cool XX, cool the whole city.
Four. Campaign slogan:
XX fought in the summer, violently "cutting" the attack.
"Ice" is near the mountain city, and the big business of Shuang XX is "cut" in the whole city.
Filariasis in summer, cool XX
Let the whole city cool down and enjoy at a special price.
Freezing point special, cool summer
Verb (short for verb) activity:
From June 2 1 day (Saturday) to July 13 (Sunday), cool summer goods are sold everywhere.
1. Wear products (including women's wear, men's wear, boots and shoes, knitting, the fourth floor and the first floor of XX supermarket).
New summer clothes, T-shirts, sandals, cool silk products and sportswear are all on the market. Make a unified "Qing Dynasty"
Cool XX clearly marked "to carry out a unified" cool selling ",so that consumers can see it at a glance and then enhance me.
Off-season sales in stores.
(1) women's clothing industry:
1) The women's clothing industry mainly promotes new season women's clothing with high added value and high gross profit. Band color
Bright and avant-garde young women's clothes have driven the sales of the whole shopping area. Focus on promoting big brands such as XX and contact their suppliers to carry out "cool big business"
For one or two large-scale special sales activities, the discount on special sales should be less than 50%.
2) Shu women's clothing sales area: the main brand effect is strong, the texture and fabric are breathable and comfortable to wear.
Colorful women's clothes. Take unusual buying and giving activities, such as holding weddings for some women.
Love is cool in summer and small commodities are very popular among consumers.
3) Women's wear is on sale on the third floor, and bra products hold the first ice-cold bra festival, which mainly promotes summer.
New bra.
(2) 1 floor jewelry, toiletries, clocks and watches: a large-scale promotional activity that takes the opportunity of the Summer Cool Festival, focusing on whitening and sunscreen products, supplemented by other beauty products-the Cool XX Cosmetics Festival of XX Building. Each cosmetics counter gives different discounts or gifts according to the price of XX cosmetics. Students can sell watches, bags and bags on a monthly basis, and all counters should provide more than five kinds of special products with a discount of about 50% to stimulate impulsive consumers.
(3) Footwear industry on the 2nd floor: The promotional activities of the footwear industry are divided into two aspects. One is the "freezing point" sales of men's and women's shoes, with a 20% discount on all men's and women's shoes. (At least two famous brands participate in this activity) Use this promotion to gather popularity, increase turnover and ease the pressure on manufacturers. Second, make brand recommendation for new sandals of various brands in 2008 (no less than 20 new products of XX), establish brand position, and make brand concept deeply rooted in people's hearts, so as to achieve the effect of selling hot-selling brands, increasing customer unit price and gross profit.
(4) Men's wear industry on the 3rd floor: it focuses on summer half-sleeve shirts (pink wedding shirts) and T-shirts. Relying on big brands to carry out discount promotion activities below 20%, and boost the popularity of men's wear industry through full-court discounts. At the same time, we will make a special sale of semi-sleeve shirts and non-mainstream brand T-shirts in 50 yuan at a price of 65,438+000 yuan. Keep the distance between brand goods and non-brand goods, distinguish consumption levels and encourage brand consumption.
(5) Knitting industry on the 4th floor: Half-sleeve shirts, T-shirts, household clothes for men and women and modal underwear being sold in this industry will be sold at a price of about 60% off. Some consumers have not yet understood the relocation of knitting, so they should increase the publicity for the business staff in the store, carry out large-scale publicity activities at the main entrance, and consider making underwear shows.
(6) Sports on the fourth floor: Take the Olympic torch relay as the leading factor, and focus on promoting the international brand of sports on the fourth floor of XX4th. At the same time, XX will launch more than 10 new products, and domestic brands will hold "Sports Summer" sale activities with a discount of less than 30%. The sale place is located near the elevator on the fourth floor. New products of domestic brands should be displayed in a prominent position in the side hall, and marked with new product listing signs. At the same time, when the summer vacation comes, it can be combined with other tourism products to drive the sales of other seasonal commodities. (On June 23, the audience was selling. Give small gifts to celebrate the Olympic day when shopping at the whole venue)
2. Home appliance industry: The home appliance industry on the third floor mainly promotes air conditioning and ice washing products. At the same time, due to the arrival of summer vacation,
Students have also become the main consumer groups, and they can also buy small household appliances with XX USB flash drives.
A small promotion of this commodity. At the same time, summer showers, electric fans and juicers can also be used as promotions.
Promote the point of sale. With the increase of summer travel, the photographed goods can also become hot spots, and the above goods can be operated.
Interactive coupon refund promotion. Gifts given by the home appliance industry can also be considered to be close to the summer theme with creative marketing.
Create a good sales atmosphere.
3, XX supermarket: XX supermarket can open a fresh, fruit morning market or a whole product production and processing of XX night market, the morning market commodity price is slightly lower than the market price. Clothing can be the main commodity in the night market, supplemented by daily necessities in summer, and soap, shower gel, mosquito-repellent incense, toilet water, summer sleeping mat, drinks and drinks are mainly sold. At the same time, contact suppliers to do as many promotional or wine-giving activities as possible, and carry out beer festivals and food festivals. During the Summer Festival, you can exchange activities (for example, you can participate in the exchange activities with a single shopping receipt from 55 yuan on the same day, and you can exchange your 5 yuan for XX swimming tickets.
4, the food industry, we should focus on the promotion of summer heatstroke drinks, health products, household items, cooked food products.
5. Bedding sales area mainly promotes summer quilts, summer mats and mats, and at the same time begins to pour anti-season goods in autumn and winter, with great efforts. Unprecedented special offer. The theme of the new product is wedding and housewarming. After spending more than 65,438+0 in 500 yuan, they got wedding supplies or new household items worth XX yuan.
Special events:
1, sold in summer and played at night.
During the night market, various industries will launch one-hour limited-time sales from 6: 30 pm to 7: 30 pm. There are not less than 30 kinds of resale commodities that are required to be sold in limited quantities in various industries, and the commodities should be sufficient. During the activity, a cool summer night sale will be held every Sunday from 6: 30 to 9: 00. It is required to replace the limited-time sale products with new special price labels before 6: 30 every night, and make a "limited-time sale" KT board to hang in the brand side hall for the whole promotion. In the meantime, the broadcast of shopping malls should increase the publicity frequency and focus on "limited time sale". Every Saturday or Sunday at 7: 00 pm, there will be a song and dance performance or a beer festival and a food festival in the supermarket at the main entrance of Daxi.
2. Buy seasonal goods-you are so talented. The out-of-season sale will be held from July 5th (Saturday) to August 6th (Sunday).
Cotton-padded jacket, Nike clothing, fur clothing, wool and cashmere, boots and shoes. The starting price of all kinds of clothing is 1.
In order to avoid the sales conflict between cotton out-of-season clothes in winter and cool clothes in summer, it is best for all industries to designate a special venue to display out-of-season goods.
3. sleep card wakes up quickly —————— Sleep points are no different from waste, and slow action will lag behind the benefits. Effective use will benefit you a lot.
Send a sleep membership card (reusable shopping bag, 2 yuan) immediately after shopping during the activity. Before 2007 1, sleep card will be invalid without points (no points in the card) within one year. During the activity, members can get double points by shopping with their cards on Saturdays and Sundays. When the single invoice arrives in 200 yuan, they can exchange 5 yuan money for swimming tickets or add+1 yuan for a bottle of 500 ml Sprite.
4, exclusive goods, shocking low-priced hot sale
From June 27th to 29th, each industry will launch more than 20 featured products. You must have a membership card to buy this.
Special price goods (the industry is required to provide goods with large discounts and new styles, which can be limited products. )
Except for the group purchase of the above activities, each invoice is limited to one membership card (a prize), and the balance is not accumulated, and it is limited every day until it is distributed.
5. Summer School Supplies Exhibition, July 13 (Friday)-August 12 (Sunday).
All student consumption groups, with any valid student ID card, can enjoy "special price" in XX Building and XX Supermarket, including women's wear, men's wear, boots and shoes, knitting, and the fourth and first floors of Dashang Supermarket. Students who are studying can enjoy a 0.5% discount, and then a discount. At the same time, with any valid student ID card, I will accumulate round-trip tickets for shopping in 500 yuan and send them to the school (in Liaoning Province).
Reimbursement of one-way tickets above 200 yuan where domestic schools are located (200 yuan)
6. The Golden List of Stars will send you an Olympic Beijng Tours-Private One-day Tour-a private day trip.
(1) On June 2 1 day -29, members were among the top 5 consumers, that is, they sent you to Beijing to participate in the online tour of the 10,000-person Olympic cheering group, which was an unprecedented surprise.
(2) From June 2/Kloc-0 to June 29, the first three customers sent you to Beijing to participate in the online tour of the 10,000-person Olympic cheering group, which was an unprecedented surprise.
7. Welcome the Olympic Games from June 2 1 day to June 29, visit Beijing and the Olympic venues, and then send a lucky trip to Beijing Olympic Games for 17 customers. Opportunity comes once in a hundred years, once in a lifetime.
Sales target: the whole store will increase by 20% year-on-year, and all industries will break down their sales plans according to the actual situation of the same period and this year.
Activity requirements:
This activity is the most important promotion activity in the summer vacation and lasts for a long time. All industries should closely arrange related promotion activities according to the plan.
1, this activity involves a wide range of commodities, starting with the seasonal summer cool commodity exhibition, but
After that, cotton products are sold in the off-season in winter, and specific products (school supplies) are specially promoted. ask
According to the changes of goods sold back in different periods, all industries organize the supply of goods in advance to ensure the activities.
Finish what you started and achieve practical results;
2. The product information of this activity (including the hot sale of cool products in summer and the anti-season of cotton products in winter) must be on the 6th.
Report to the marketing department before 3 pm on June 16.
Advertising:
1, XX Daily, XX has 2 banners;
2. Black and white half edition of XX Daily;
3. Radio and Television News 1 column;
4. Radio and TV stations broadcast continuously according to the different promotion stages of the Summer Cool Festival.
5.DM flyer-a summer cool commodity hot sale and a winter cotton commodity off-season hot sale.
10,000 copies, distributed in two counties and four districts, and in front of e-sports shops such as XX Pedestrian Street and XX;
6. Hanging curtains on buildings to highlight 12 Summer Cool Festival and Summer Cool Commodities Fair;
7, the main entrance small commodity information inkjet kanban;
8.500 flags hanging from the ceiling of the shopping center;
9. Shopping mall broadcasting, which broadcasts commodity information according to different promotion stages of the Summer Cool Festival.
10, 7 elevator car labels
1 1 architectural advertisement