The Spring Festival is the peak consumption period for Chinese people. During this time, shopping malls and supermarkets are packed, and both manufacturers and retailers secretly rejoice, hoping to reap the first gold of the new year. So, are you ready for the gold rush?

First question: Have you made your plan? As the saying goes, "Preparedness ensures success." The business battle during the Spring Festival is undoubtedly fierce. If you neglect even one step, competitors may seize the opportunity. Therefore, thorough preparation is the first principle of the Spring Festival gold rush. Your plan should consider the following factors:

  1. Product display, promotion, and store inventory;
  2. Close monitoring of competitors' moves and countermeasures;
  3. Gift packs and value packs. Foresighted companies always notify retail outlets of their promotion and display plans three months or more in advance to secure maximum advantage. At this stage, the promotion plan submitted to the store can be verbal or general, with the aim of reminding the store: "Our company attaches great importance to the Spring Festival market, please give us support." However, for yourself, you should have a clear idea of how to capture the market, such as how much display space to request for your products, what discount rates to offer to retailers and consumers, and what sales volume to achieve. Submit the specific Spring Festival sales plan to the store one and a half to two months in advance to fully negotiate and implement the sales plan as soon as possible. At this time, stores will take the opportunity to ask for so-called sponsorship. In that case, you can turn the tables: "I'll give you great preferential support, but you must give me the best location and the main aisle stack display." Remember, negotiations should be conducted on a win-win basis. During the Spring Festival, consumers only care about festivity and excitement, so price is no longer the most important factor. Therefore, promotional prices need not be too low. On the contrary, display and in-store advertising are more important. Place your products where the traffic is highest and your advertising signs in the most prominent positions.

Second question: Have you prepared your inventory? During the Spring Festival, you often encounter the following situations:

  1. The store orders a large quantity, but you cannot guarantee full supply;
  2. The store has limited warehouse space or competitors have large inventories, making it impossible to store large quantities of your products. For the first situation, the role of planning is evident: issue the demand plan to your company headquarters in advance and keep track of inventory status at all times. For the second situation, you need to conduct promotional activities in advance, requiring the store to place orders (the order quantity should be as large as possible), and deliver goods to the store early to occupy a larger "territory" in the store's warehouse. At this time, promotions can be divided into two phases: the first phase can offer discounts only to the store to attract large orders; the second phase can cooperate with the store's overall promotion plan and offer discounts to consumers. This will prevent stockouts during the Spring Festival. In addition, during the Spring Festival, you should proactively exchange expired products from the store. First, this can please the store and facilitate reaching sales plans; second, the Spring Festival is not the time to deal with expired products, as consumers are even less willing to buy near-expiry items during the festival. Therefore, do not use bundling or buy-one-get-one-free promotions during the Spring Festival.

Third question: Have you prepared gift packs and value packs? The Spring Festival is a time for family reunions. Originally, consumers might buy one pack, but now they may buy five packs. When visiting relatives, they may bring gift packs. If you prepare gift packs and value packs for consumers, you can maximize sales and achieve greater profits.

Fourth question: Have you maintained customer relationships? On the eve of the Spring Festival, quietly give your products to the store manager and sales staff, say "Thank you for your hard work," and sincerely express your gratitude. This will make your relationship more harmonious. Don't think of it as bribery; it's just a token of your appreciation.

Fifth question: What are your competitors doing? What will they do? Know yourself and know your enemy, and you will win every battle. You can probe your competitors' moves. During the Spring Festival, they might put up a large billboard in your product display area, instantly capturing consumers' attention, and you would be in trouble.

In summary, there are many things to do and many issues to consider during the Spring Festival. The author has only cited a few examples, hoping you can strike gold during the Spring Festival.

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