Strategy 1: Market Transfer In fact, the off-season that enterprises think is often only the off-season of a certain region, not the off-season of all markets. Just like the earth, on the one hand, the night is deep, on the other hand, it is sunny; One side is wrapped in silver, while the heat wave is rolling. The market is too big, but our products have not 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 China is gradually entering the cold winter, Southeast Asia is sunny. At this time, if the focus of sales shifts, there will undoubtedly be a bright future. After careful study, 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 impact of the season is not great. Here, it is nothing new to eat hot pot in summer and popsicles in winter. 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 of different sales channels, and adopt pioneering marketing strategies, the negative effects of off-season will be minimized 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. With the advent of autumn and winter, supermarkets, wholesale markets, retail stores, stalls and other normal sales channels have entered a shrinking period. After a cold summer, the bath center and sauna center have entered the season of full customers-people will feel thirsty after bathing and sauna, and the first choice for drinks when thirsty is not coke, juice and so on. , but water! At this time, if a regional market, such as a city's bath center and sauna center, sells a brand of bottled water, then the business volume can not be underestimated! In addition, in some sports venues such as gymnasiums, the demand for drinks in the off-season is not obvious. For wedding products, high tide 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, 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 supplies and providing wedding services. During the wedding climax such as National Day, we have to 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, Huajia Xipu carries out channel innovation to find new growth points. Through investigation, they found that the couple had to go through the marriage registration office and the wedding photo studio, so they decided to combine channels to set up a product exhibition hall in the photo studio and carry out one-on-one publicity and promotion in the marriage registration office, so as to maximize the market potential. Strategy 3: Product innovation refers to product research and innovation to develop marketable products according to seasonal changes and new demands. Moon cakes are typical seasonal products, which are sold for more than ten days a year. Over the past ten days, the rest of the time has been idle, and most of the machinery and equipment have been discontinued. What shall we do? While making moon cakes, Holiland makes full use of the existing human, material and equipment resources to develop a variety of foods, forming a product line that complements the off-season and the peak season, 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 which is different from beer, can cool down and drive away heat in summer, and does not hinder drinking. This has changed the inherent style of pure "hot air swing" of liquor and given liquor a new feature of compatibility between cold and heat. There are also some liquor enterprises that offer iced wine, ultra-low black rice wine and health-care and nutritious wine suitable for drinking in summer, including pure wine from Bai Yunbian, Gynostemma pentaphyllum from Tianjin, buckwheat wine from Yunnan, pine nut wine, jujube wine from Hebei, calcium rice wine from Zhejiang, etc., to create new selling points in summer. Festivals in winter are more 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 is related to 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 wear has been accepted by more and more people, while the sales of suits that most people think are only suitable for formal occasions have been squeezed. In this case, some suit manufacturers have developed the consumption concept of "suits are also casual", improved product design and further expanded the market. Winter is the off-season of beverage sales. In order to break the bottleneck of off-season sales and increase everyone's consumption interest, cooking "drinks", "Lulu", "ginger cola" and "hot coconut juice" came into being, which made these products which were originally sold in the off-season in winter become another hit. The selling point of Lulu Group is: "Drink Lulu with ice in summer and Lulu hot in winter." Attract consumers in the off-season, and constantly strengthen the functional appeal of "cold drinks to clear the summer heat and hot drinks to dispel the cold", which leads to more popular sales in winter. In order to open the catering market, a milk has 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. Therefore, drinking this "milk+white wine" milk wine has become a fashion in local restaurants.