Seize the customer's demand for related commodities in midsummer and the promotion opportunity when the Olympic Games approaches, fully 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 war in summer, fierce "cutting" attack.
"Ice" is near the mountain city, and the cool big business is "cut" in the whole city.
Summer filariasis, cool XX
Let the whole city cool down and enjoy the special price.
Freezing point special, cool summer
Verb (short for verb) activity:
Cool summer goods are sold everywhere, from June 2 1 (Saturday) to July 13 (Sunday).
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 have all been introduced. Make a unified "Qing Dynasty"
Cool XX price tag "for unified" cool selling ",so that consumers can see at a glance and thus enhance me.
Off-season sales in stores.
(1) women's clothing industry:
1) The women's clothing industry mainly promotes new 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 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 special buying and giving activities, such as holding weddings for some ladies.
It's cool in summer, and small commodities are popular with consumers.
3) Women's wear is on sale on the third floor, and the first Cold Bra Festival is held for bra products, mainly promoting summer.
New bra.
(2) 1 layer 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. Watches, bags and handbags can be sold by students on a monthly basis, and all counters should provide more than five kinds of special products at a price 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" sale 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 relieve the pressure on manufacturers. Second, make brand recommendation for new sandals of various brands in 2008 (no less than 20 new products in XX), establish brand positioning, and make brand concept deeply rooted in people's hearts, so as to achieve the effect of selling hot brands and improving customer unit price and gross profit.
(4) Men's wear industry on the 3rd floor: summer half-sleeve shirts (pink wedding shirts) and T-shirts are mainly promoted. Relying on big brands, carry out promotional activities with discounts below 20%, and boost the popularity of men's wear industry through full-court discounts. At the same time, 50 yuan's semi-sleeve shirts and non-mainstream brand T-shirts were sold 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-sleeved shirts, T-shirts, household clothes for men and women and modal underwear that are being sold in the industry are all sold at about 60% discount. Some consumers have not yet understood the relocation of knitting, so they should increase the publicity of the business personnel in the store, carry out large-scale publicity activities at the main entrance, and consider doing underwear shows.
(6) 4th floor sports: Take the Olympic torch relay as the leading factor, and focus on promoting the international brand of XX4th floor sports. At the same time, XX will launch new products above 10, and domestic brands will hold a "Summer of Sports" sale 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 promote the sales of other seasonal commodities. (On June 23, the audience was selling. Give small gifts to celebrate Olympic Day)
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 specialize in making small household appliances with XX USB flash drives.
A small promotion of this commodity. At the same time, showers, electric fans and juicers in summer can also be used as promotions.
Promote selling points. With the increase of summer tourism, the photographed goods can also become hot spots, and all the above goods can be done.
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 offer the whole product production and processing of fresh food, fruit morning market or XX night market, and the commodity price in the morning market is slightly lower than the market price. Night market goods can be mainly clothing, supplemented by daily necessities in summer, focusing on selling soap, shower gel, mosquito-repellent incense, toilet water, summer sleeping mat, drinks and drinks. At the same time, contact suppliers, try to do more promotion or drink delivery activities of manufacturers, and carry out beer festivals and food festivals. Redemption activities can be carried out during the Summer Cool Festival (for example, if you take part in the redemption activities with a shopping receipt in 55 yuan on the same day, 5 yuan can exchange 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. The bedding sales area mainly promotes summer quilts, summer mats and floor mats, and at the same time, it begins to pour anti-season goods in autumn and winter, with the greatest strength. Unprecedented special price. The theme of the new product is wedding and housewarming. If you shop more than 1500 yuan, you will be given wedding supplies or new household items worth XX yuan.
Special events:
1, sold on cool nights in summer.
During the night market, various industries will launch a one-hour limited sale from 6: 30 pm to 7: 30 pm. All industries are required to sell at least 30 kinds of resale goods in limited quantities, and the goods should be sufficient. During the activity, there will be a cool summer night sale every Sunday from 6: 30 to 9: 00. It is required to replace the limited-time sale products with new special price tags before 6: 30 every night, and make a "limited-time sale" KT board to hang in the brand side hall for the whole audience promotion. During this period, the broadcast of shopping malls should increase the publicity frequency and focus on "limited time sale". Every Saturday or Sunday at 7: 00 pm, a song and dance performance or a Oktoberfest food festival will be held in the supermarket at the main entrance of Big XX.
2. Buy seasonal goods-you are so talented. On July 5th (Saturday) to August17th (Sunday), it will be sold out of season.
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 winter cotton anti-season clothing and summer cool clothing, it is best for all industries to designate special venues to display anti-season goods.
3. sleep card wakes up quickly —————— There is no difference between sleep points and waste, and slow action will lag behind the benefits. Effective use will benefit you a lot.
Send the sleeper membership card (reusable shopping bag, 2 yuan) immediately after shopping during the activity, and the sleeper card before 2007 1 will be invalid without points within one year (no points in the card). During the activity, members can get double points by swiping their cards on Saturday and Sunday. When the single invoice arrives in 200 yuan, they can exchange 5 yuan money for swimming tickets or add+1 yuan for a 500mL bottle of Sprite.
4, exclusive goods, shocking low-priced hot sale
From June 27th to 29th, various industries 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. )
In addition to group purchase, each invoice is limited to one membership card (one 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, the fourth floor and the first floor of Dashang supermarket. Students who are studying can enjoy a 0.5% discount. At the same time, with any valid student ID card, I will accumulate round-trip tickets for shopping in 500 yuan and sending them to school (in Liaoning Province).
Part of the one-way ticket where the domestic school is located will be reimbursed for more than 200 yuan (200 yuan).
6. Star Gold List, send you the Olympic Beijng Tours-Private One-day Tour-a private day trip.
(1) On June 2 1-29, 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) On June 21-June 29, consumers registered in the member center of the building with a shopping receipt for a total of 5,000 yuan, and 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.
7.6.21-June 29 Welcome to the Olympic Games, have a tour in Beijing, have a fun tour in the Olympic venues, and then send off/KLOC-0.7 Customer Lucky Beijing Olympic Experience Tour. 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 arrange related promotion activities compactly according to the plan.
1, this activity involves a wide range of goods, starting from the cool commodity exhibition in summer, but
After that, winter cotton products are sold in the off-season, 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 be practical;
2. The product information of this activity (including the hot sale of summer cool products and the anti-season of winter cotton products) must be in 6.
Report to the Marketing Department before 3pm on June 16.
Advertising:
1, XX daily and xx "* * 2 * 2 banner;
2. Black and white half version of 2.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 leaflet-the first phase of the summer cool goods hot sale meeting and the first phase of the winter cotton goods off-season hot sale meeting.
10,000 copies, distributed in two counties and four districts, and in front of competitive shops such as XX Pedestrian Street and XX;
6. Hanging a curtain on the building, highlighting 12 Summer Cool Festival and Summer Cool Commodity 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, broadcasting commodity information according to different promotion stages of the Summer Cool Festival.
10, 7 elevator car markings.
1 1, architectural advertisement