Reasons Why Underwear Sales Promotion Is Not In Place
In underwear Sale During the peak season, there are often some strange phenomena, such as underwear sales promotion is not in place, performance decline, why? After analysis, mainly reflected in three aspects.
First, the cost of underwear dealers is intercepting. The short-sighted behavior of dealers decides that the interception of promotional expenses is normal. Especially for distributors of fast moving consumer goods, they usually think:
1, underwear sales promotion is a matter of the manufacturer, is responsible by the manufacturer, has nothing to do with the dealer.
2, underwear promotion is to give profits to dealers instead of promoting sales of products. They directly cut off the flow, lost competitiveness in the channel, and the sales promotion effect was greatly reduced.
3, new product listing and handling of unsalable goods should be promoted, otherwise only increase the stock.
Two, business personnel's cognitive bias to form. The inertia thinking of many business people often suffers from cognitive bias, which leads to behavioral errors. Sales staff generally believe that:
1, the off-season market, peak season and other sales, as long as the off-season to stabilize the market, there is no need to promote sales.
2, underwear sales promotion is Price reduction 。
3, all manufacturers are promoting sales, promotion is only to promote product sales, preferably all products are promotions. The above ideas led to a variety of sales promotion methods, unable to achieve the original intention of promotion.
Three, the changing environment of underwear market. When things change, things change. Nowadays, the market competition is more intense. The variability of the underwear marketing environment brings certain difficulties to the promotion decision. The result is that there is a big deviation between the promotion effect and the expectation.
Four, poor execution. Poor execution is one of the most important reasons for our poor sales promotion. If we have a poor promotion, we will not achieve the goal of promotion.
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