Festive month focused on the upcoming, in this month, various businesses make pours, if the Spring Festival is a holiday shopping for relatives and friends, Valentine's Day is a lover's shopping festival, then the upcoming March, the first Holiday Women's Day is the female consumer festival. Mentioned female consumption, Feibei International data shows that research shows that over 70% of China's social purchasing power in the hands of women, in a large consumer market, 80% of the purchase decision-making is usually made by women, the group's spending power is indeed not to be underestimated . Nowadays, women have not only become the main force in leading the concept of consumer spending in the consumer goods market, but are increasingly becoming the new force in influencing consumer spending in the Chinese consumer goods market. It can be said that women have become a dominant consumer power in China's consumer market, therefore, it becomes more and more important for businesses to gain a deeper understanding of the consumer psychology and behavior of female consumers. On the occasion of the festival, how can businesses create sales miracle in a single day? What are the characteristics of women's consumption nowadays? How the brand "right remedy"? Let us with the Chinese apparel industry war camp brand terminal management and marketing experts Wang Chuanlu senior training based on changes in market consumption to make a favorable solution. Shop around tangled psychology Different from the fast and precise characteristics of male consumption, female consumers tend to "shop around". Consumption decisions can be described as tangles, including a comprehensive assessment of the product and a measure of the price of the product to determine whether they produce the final consumer decision. And women in the choice of goods, especially in clothing, often pay more attention to style and quality, the brand is not very sensitive. Due to the characteristics of women themselves, usually more carefully selected products, pay attention to the differences in the nuances of the product, in a nutshell is more "critical". From this point of view, women's business is not good to do. Although women are more "picky" to shopping, they often have less rationality. More than 40% of women shop for promotional goods, which is much higher than that of men. At the same time, women are more likely to be influenced by others and are no exception when making shopping decisions, which also reflects the irrationality of female consumption from one aspect. Many women think of shopping as a treat, so they pay more attention to the atmosphere of shopping and the appearance and emotion of the product. This is also one of the major reasons why boutiques are popular with women. In general, women's desire to buy a large impact by the intuitive feeling, easy to buy behavior due to emotional factors. As a business how customers can shop in the first time to attract their store, and then generate consumption has become more important. solution First, stores should visually appeal to female consumers. "Product display" is the silent spread and marketing, the level of means will largely affect the product's sales ability. Commodity display should try to consider the female consumers in the display height, color, display style, lighting, decoration, POP and other aspects of the characteristics and needs. Moreover, women's endless pursuit of beauty, the store "display of goods" need to often change "new faces" to attract customers to go. "I perceived" is the ultimate temptation of the terminal, such as apparel products , as far as possible through the model products will be displayed to female consumers - the desire of women to buy a great influence by the intuitive feeling, easy to buy behavior due to emotional factors. The same in-store service to be meticulous, comprehensive. Women in spending, in addition to pay attention to the quality of goods, prices and other hard-line index, but also easily affected by many of its soft-hearted emotional factors. Therefore, when enterprises are doing business with women, if they can pay attention to the emotional needs of women and narrow their distance from the consumers from the perspective of humanity and human touch, the business has already succeeded in half. Price factors around the purchase decision Although female consumers are easily influenced by the terminal store atmosphere in the shopping process, they are also particularly vulnerable to discounts, gifts and small gifts while shopping, and sometimes they will pay for their favorite gift And to buy goods. Sometimes she would think that discounts are very affordable, regardless of whether they have the demand may choose to buy, especially in the context of the continuing downturn in the consumer apparel market, although women spend more cautious, but often impressed by promotions, even if the spending power is not Strong women, in front of the gift is also very difficult to "move away." In terms of commodity prices, women believe more in the price ratio of three than men. Female pre-consumer tend to make cautious decisions about their own life's needs; after making a purchase, they usually compare the prices of similar goods in several stores and after some discretion, tend to choose the cheapest price. This spending habits also seem to be China's more traditional spending habits. Women's financial management concepts are also more traditional. They are reluctant to take too much risk. This is the destiny of women who are more cautious about spending and more price-sensitive. This also proves from one aspect that the influence of promotional activities on female shopping decisions will be greater. So, how businesses should be branding their price strategy, the use of price attractive to attract female consumers do? solution In ensuring fashion products, beautiful premise, business shopping guide must give full play to "three-inch", to break the female consumer "easily affected by others" features, shopping guide try to use "from the star" strategy, more than praise her, Be sure to let consumers experience in person, and finally in the "half awake" situation digging pockets. Impulsivity is the "devil" of a woman's psychology. Impulsive consumption accounts for as much as 20% of the total expenditure on women's consumption, especially among women aged 18-35, impulsively spending as much as 93.5%. As a result, many female consumers will have dozens of pairs of shoes filled with toiletry cosmetics, clothes hung in closets but never felt a single outfit. This kind of "impulse spending" mentality largely explains the irrationality of women in "enjoying life and pursuing fashion." In particular, feminine festivals such as Women's Day are the best opportunities for enterprises to implement "she" promotion, which is a golden period for the double sales of enterprises. Enterprises in product design, women's fashion needs to keep up with the inherent factors, when the product can maximize the fit of the inherent needs of consumers, product prices and prices tend to balance, the price-driven buying decisions will be to minimize the factors. In addition, a large number of women spend a concentrated festival, foster customer loyalty and further expand the spread of word of mouth is also very important, as a brand shop, if consumers have additional requirements in terms of product prices, such as increased gifts and other requirements, within a reasonable range Within the manager to humane handling, try to meet customer requirements; brand chain stores in the holiday season before unity to do a good marketing program, such as customer service during the store have special requirements, reported by the headquarters store as appropriate humane handling. Of course, this situation is a minority, without prejudice to market regulation. Fashion advocating integration into the way of life The so-called "beauty of the heart of everyone," This is reflected in the most vividly women, in order to absolutely absolutely willing to spend money is not true, consumers are more willing to pay for fashion, 20-year-old 40-year-old female consumer group is particularly evident . With the rapid development of all-media, female consumers get more comprehensive and trendy channels for fashion information, which prompts them to catch up with the trend of the market and change the pursuit of clothing. This is also why fast fashion brands are subject to the majority The reason why female consumers pro-gaze. As a clothing terminal services sales staff, keeping up with the pace of fashion, to be able to be the first time after the customer to the shop for their recommendation or with a fashion degree of clothing, salespeople only sense of fashion time beyond the consumer Further generate sales. solution Terminal spread "she". The final decision to buy is the "end of the door", so in the physical terminal "she" spread, will greatly enhance product sales. Whether during the holiday season or sales, the brand stores to unify the first time shelves the latest products, combined with the display window display, to quickly communicate fashion updates. The concept of brand culture determines the performance of its fashion, according to women's inner needs, lifestyle is its focus on the direction. Brand not only one-sided pursuit of short-term profits, do not blindly grasp the fashion elements, but to blend with the cultural concept, through the terminal service to show the essence of the brand, resonate with consumers, this is the long-term business survival. Guangdong Merican Industrial Co.,Ltd , https://www.gdmerican.com