Adidasi held to commodity of Olympic Games of keep long in stock not to depreciate recently the thing of the sale causes all circles to pay close attention to, the dress brand of comparative home is sold to promote, the appearance that makes the appearance that change happen from time to tome is worn on new money, our dress brand should learn Adidasi to this kind does not have an insatiable desire for Xiaoli and take the interests of the whole into account, where is all strategy that are guiding principle with the long-term development of the brand?
Close meridian country of brand academy “ Olympic Games sale reports “ announce Adidasi the RMB of amount to of Olympic Games commodity of keep long in stock achieved 1 billion breathtaking yuan, although have Adidasi later refute a rumor say to did not achieve 1 billion yuan, but also say frankly to have appearance of stock keep long in stock really. Additionally media coverage denies the problem that should have depreciating selling to inventory goods namely, of Adidasi insist not to depreciate strategy had produced tremendous contradiction with partial distributors: The excuse that agency wants price of beg to surrender to sell appears very sufficient: Can clear inventory and keep long in stock, expedite capital flow; Adidasi says exceeding is hit fold can make the brand is damaged, consumer won‘t be willing to buy again after value money. Is what wrong to what?
What agency values is to depreciate the openly action of sales promotion:
Those who do not have commonplace doubt is undeniable, depreciating is the most effective sales promotion edge tool. Through be in certain or what a paragraph of period gives gain is concessional, change future or potential sales volume into sale. This kind of hands-down interest enough is formed at that time a kind of of the brand distinct advantage, make consumer is opposite congener quality, function, the exterior, and after the numerous element balance with contented spirit, regard the apparent difference that compares with photograph of other competition brand as the interest this, drive consumer to be willing to undertake disbursement for it. The argument is very reasonable, if 10 yuan product is in a kind of value the 8 is fold now privilege on the foundation of coequal character, the use sheet that can have more loyal consumer and competitive brand for certain is willing to buy sheet for it.
If pure the point of view that learns from market sale is told, depreciate strategy is through reducing profit space, enhance the market competition ability of the product, with period hold bigger market, implementation small profits but quick turnover is a target. Carry out depreciate politic enterprise, or active, or passive, but the target is to enlarge sales volume, the bottom line is at least cannot lose money in business. Sales promotion is direct and revulsive consumer produces some kind to buy deed. Its key depends on “ the product can be in today get off one‘s hands, cannot when tomorrow “ , depreciate sales promotion is mixed with the directest interest acceptance substantial, to the purchasing power of consumer generation pulls a movement directly to use. Countless facts also prove, depreciate sales promotion is led to enlarge product market to have really stand finished one‘s contributions in work.
Adidasi values more depreciate sales promotion is right the negative effect of the brand:
To the Olympic Games commodity of stock keep long in stock, adidasi would rather contradict to also be adopted with agency happening insist not to depreciate, do not call the strategy that loses a sale, apply mechanically film “ Party A Party B “ in a of Li Qi classical actor‘s lines “ beat dead I also do not say “ , what Adidasi should reveal is “ beat dead I also do not depreciate “ ! Why to depreciate? Didasi realised A to depreciate the method of the sale from long-term see the increase that can damage a brand.
Depreciate appropriately the one action good step that sales promotion can yet be regarded as markets a product, but will tell from the angle of loyalty of hold together brand, a constant product need is reflected with a kind relative to constant price, and the value of good brand also is reflected not merely go up in money. A lot of consumer feel dress of domestic certain brand depreciates too fast, flower thousands of yuan bought famous brand clothing does not give two months affirmation to sell with discount price, most person is met below this kind of circumstance intentional li of unwilling feeling, and this kind of feeling and the hold together with faithful brand deviate from. Its are made really when buying deed, every consumer does the knowledge according to oneself to make a price measure a level to end product, after be being broken very quickly by price place when this kind of standard, consumer produces none rational brand loyalty to suspect to its.
We should be clear, every enterprise is different to consumer fixed position, taste like such CHANEL, GUCCI luxury card, still have be able to bear or endure gram, Adidasi brand of this kind of famous motion, holding to oneself high-end brand fixed position from beginning to end, forever won‘t blind depreciates; And those fixed position are small the business that carries consumer, once depreciate, brand promotion is very difficult, from in the long run this is completely undeserved; Be located in the enterprise of high-end market surely, go through depreciating loot is low the market that carries a product, also cannot grab how many share actually, because you lower the price while, the figure of the brand also was met reduce subsequently, can lose brand market of high end instead so.
In the country to be taken orally holds the market of a lot of enterprises depreciating is blind, the brand loyalty that did not consider consumer at all spends such question. Home has some of brand, once sell,do not move originally, consumer is accumulated to the affection of its brand again did not reach certain level, the enterprise thinks, “Calculated, make what brand, I satisfied need to get directly “ , depreciate then; Also have some of company intermediate, want to go up brand promotion originally make high-end product, but because got pound, be forced to depreciate accordingly; Finally those high-end brand enterprises, they also can take the competition of rock-bottom market seriously, also can drop some stature brand in the contention that the price will come to to join this market. And depreciate in the product in the process, consumer agrees with regular also meeting to be reduced subsequently to the affection of the brand.
Our clothing company had left very great time on the brand really, include the study to foreign big shop sign, learn so that the model has kind to brand sale strategy from culture of brand layout, brand. But should encounter occurrence keep long in stock to whether depreciate sales promotion when this kind of a Gordian knot, should also stem from so like Adidasi strong to the long-term consideration of the brand?