Clothing Sales To Small And Broad

Many people who know about Beijing's business are shocked by the small and extensive achievements of Beijing's urban and rural trade center in clothing sales.

According to the sales data of the trade center in 2007, the BOUNWEN area of men's wear is 50 square meters, with annual sales of 4 million 600 thousand yuan; Jaag's 15 square meters, 2 million yuan; France's 20 square meters, 3 million yuan; Rosie Ao 25 square meters, 2 million 800 thousand yuan; Shenglong 28 square meters, 2 million 600 thousand yuan; good news birds 30 square meters, 30 yuan.

The beauty of women's wear is 25 square meters, with annual sales of 3 million 200 thousand yuan, and 30 square meters of blue land, 1 million 800 thousand yuan.

The cashmere Ordos business area is 80 square meters, the annual sales volume is 8 million yuan, jindy 80 square meters, 12 million yuan, Saussurea 20 square meters, 5 million 800 thousand yuan......

Gaoping makes Beijing's urban and rural trade center have 700 thousand ~80 loyal customers.

Customers are mainly in Shanxi, Inner Mongolia, northeast, Beijing suburbs and urban and rural trade centers surrounding groups and residents.

The principles of "high end guide, medium end and low end guarantee" have laid the popular tone of clothing sales.

Facts have proved that this keynote has just realized the dislocation operation with high-end shopping malls and shopping centers, and its annual sales volume has been stable 1 billion 300 million yuan since 2005.

How can small areas achieve great achievements?

Wang Pei, the second, third business manager who has been walking with the urban and rural trade center from beginning to end, looks for answers.

Since joining the urban and rural areas in 1992, he has been engaged in front-line sales at Hendry timepiece counter, and has moved to build a men's wear department in 1998. Wang Pei has worked in the urban and rural trade center for 16 years so far, and he is very aware of the sales and operation of clothing.

Being competent, frank, kind and conscientious is a fair appraisal of her colleagues.

Urban and rural trade centers have their own workflow when choosing clothing brands.

"Selling well is a first-line brand."

Wang Pei introduced to reporters, "business department has investment directory, we marked one or two brands in the selection.

Every week, we will organize relevant personnel to go out of the urban and rural trade center and do market research, so as to grasp the latest trend of brand and first-hand sales information.

The brands that are suitable for urban and rural areas and sell well in other markets are introduced.

To some extent, this practice has led to the homogenization of brands. However, urban and rural areas do not refuse excellent brands, but also become the incubators of the leading brands of today's clothing market. Many brands such as Viktor and Teng are from urban and rural areas.

With the improvement of brand quality and the demand for expanding the operating area, these brands are gradually withdrawing from the urban and rural trade centers and looking for sales terminals that are suitable for their needs.

At the same time, urban and rural areas are constantly searching for new clothing brands, focusing on the localization of popularity.

In the corner of Wang Bei's office, there are two piles of picture books ready to introduce the brand.

Pointing to these well made brochures, she smiled and said, "this is one of my work.

Each brand will go through a continuous developing process like low tide, high tide and low tide. We must choose a suitable opportunity to negotiate with the brand.

If it is a good brand, even at a low tide stage, we will strive for it. "

Wang Pei and her team have introduced Jin Fox and BOUNWEN for three years, and the two brands have achieved good results in sales and sales in terms of full color, good version and good brand image.

"Best sellers have their own characteristics."

Wang Pei concluded, "Rosie's formal dress plus business casual style is mainly comfortable. The winning dragon number is all the same, the same style coat can be matched with the trousers with different numbers. The design of the wedding bird is closely followed by fashion, and is popular among young people; Jaag's price advantage is obvious; the French version is good and the price performance is high; the Mei Mei professional casual style has a steady number of middle-aged customers;

In terms of brand characteristics, Yi Fei is the best in women's clothing.

Yi Fei is mainly made of Chinese clothing with complete numbers ranging from S code to 6 "X" L codes.

The differentiated market positioning has won many "Mama" Ladies' love for Yi Fei, and the wedding dress series is simple and generous, and its fabric is excellent, and it is also popular among young people.

After the introduction of the brand, Wang Pei will give the manufacturers communication and guidance in sales and design through long-term observation and rich experience.

In urban and rural areas, many brands benefit from this barrier free communication.

Like Mei and Mei, Mei and Mei are keen on sales of coats, but coats have fatal defects in Beijing. Beijing has large temperature difference in winter. When the coat is cold, it does not keep warm. It is too cumbersome when it is hot.

Wang Pei suggested that manufacturers should abandon the production of their overcoats and turn to producing fashionable cotton clothes.

The factory adopted Wang Pei's advice and achieved remarkable results. The profits in the urban and rural areas continued to other shopping malls and cities.

Although many factors from the product level and brand level have a certain degree of impact on consumers' purchase decisions, but at the product level, product styles and upper body effects have a greater impact on consumers, while at the brand level, the shopping guide and service level is the most influential factor.

"Affected by the CBD business circle, men's clothing sales in the main clothing sales markets in eastern Beijing are mainly formal clothing, while most of the official units and tourist attractions are located in the west, where consumers are mainly leisure oriented.

As a result, the urban and rural trade center located in the western part of Beijing requires that the manufacturers should also wear casual clothes.

This requires the salesmen to understand the exquisite rules of the Trade Center clothing.

In urban and rural areas, the best salesmen, the best products and services to face customers, has become the consensus of every clothing brand, and it is also the secret of "small area".