Winning Underwear Terminal

If underwear terminal is captured by market opportunity, underwear terminal operation should pay more attention to scientific marketing operation.

In a big marketing environment with increasingly fierce competition and increasingly small profits, terminals are becoming the key control nodes for landing.

But in the actual underwear terminal operation, more "decisive end" still lingers in a slogan like propaganda or a simple operation of appearance, and there is a lack of in-depth understanding and operation of the operation system behind the promotion of terminal sales profit, which is a reflection of many domestic underwear enterprises and dealers.

At present, a new competition pattern is being formed in the domestic underwear industry, and the key to increase sales and profits in the competition is the terminal. However, through the market visits and research, from the marketing training of many knitted underwear terminals, I feel that many enterprises and salesmen have neglected the real essence and core of terminal operation.

Terminal consumption needs should be clear.

At present, the consumer demand for underwear is mainly concentrated on the main functional attributes such as comfort, changing shape, ultra-thin fitting, as well as brand, economic benefits and other spiritual attributes, and personalized and fashion will become a trend in the future.

Judging from the current operation status of underwear terminal, underwear is a large knitted fabric, which has independent channels such as bra, underwear, conventional underwear, thermal underwear, underwear, household clothes and other independent channels, and does not match the consumption demand resources. This provides another market opportunity for the integration of underwear category resources, new terminal forms and category combination.

Therefore, more underwear terminals should combine their positioning in the channels and business circles to cater for the needs of the consumers, so as to carry out the combination of brand combinations and product categories.

The positioning of the terminal and the combination of brand categories depend on the level of consumption and the composition of the crowd in its radiating radius. This is not only a market research, but also a gradual adjustment through terminal operation and sales experience, otherwise our terminal will be "broken" in operation.

In the current terminal operation, it is often too heavy to strengthen the image of the terminal, the influence of the brand, and the promotion of sales promotion, but often ignore whether the overall operation of the terminal is relative to the consumption demand of the terminal business circle, so the sales profit of the terminal will not last.

The premise of terminal operation core is to make clear and understand the corresponding consumer groups, and provide targeted demand, and seize the corresponding core consumer groups.

Terminal operation to connect industry trend and future

From the perspective of the emergence of many underwear businesses, consumers in more two or three line markets need more value for money products, and channel terminals need long term brands that operate in the four seasons. At present, retailers are rising rapidly, leading to changes in trading patterns, rising costs and higher barriers.

Upstream and downstream manufacturers need new value chain resources integration to change the pattern through the new retail terminal mode. Branding and chain will become the direction of future development of underwear terminal operation.

The profitability of a single brand store is weak.

The earliest regular underwear, three gun, and good and cool rely on the store network's rapid rise. More and more underwear brands are trying to monopolize franchised mode to open up monopoly terminal channels. However, the single brand store focuses on the main products, strong image and few products, which makes the store's profitability in the product mix weaker and the coverage of the crowd is relatively narrow.

In a short period of time, underwear is less likely to carry out related categories extension, and the trend of underwear popularity has enabled many stores to operate three or four different categories of underwear brands, and make profits through different seasons and different categories. This also provides opportunities for the development of lingerie terminal chains.

Terminal marketing competition level is extensive.

Terminal marketing is to integrate products, prices, promotions and brands on a platform to communicate with consumers to achieve value conversion. This is a scientific operation of the system, but not a few good-looking shelves and colorful promotions.

At present, many underwear monopoly still stays at the artistic level of selling, but not through effective consumption research, data analysis, inventory management, shopping guide management, gross margin analysis and category proportion analysis through terminal platform, resulting in the waste and low efficiency of terminal resources, unable to carry out effective product price combination in time to win profits and win the market, and maximize the release and scale development of terminal resources.

The region did not form a strong retail terminal.

Nowadays, there is no shortage of lingerie terminal stores, but in most cities, they are mostly small shops with husband and wife shops. They have certain profitability and core customers, but lack of branding and scale.

The lingerie chain terminal can attack the regional underwear market with the help of branding image, superior category combination and large-scale development. Meanwhile, it will besiege the two or three line brand single monopoly and small underwear shop, and can help the market become the leader of the two or three tier market.

How does the underwear terminal land?

From the point of view of practice, terminal operation is a system, but it is by no means the soft terminal of the hard terminal and shopping guide service of image environment. The core of its support lies in the following five parts: location selection of terminal, product combination of brand, magnetic effect of display, sales skills of guided purchase and promotion of promotion. Under the premise of determining the location of terminal location, the basis for supporting profit system is the combination and display effect of products, and sales skills and promotion follow up are two tipping points for profit.

At present, the terminal tends to be small profits. More reflection should be the profit system of the terminal.

The core brand category combination of the terminal.

Agents should sort out their positioning in the regional market, think about what brand they are in the regional market, look at what brand they are acting on, what resources they have at the level of consumption, and the resources of their own network terminals, so as to strengthen the level of their own brand agents in the opportunity resources, so that the effective choice of brand agents will be better converted into sales force and distribution profits; at the point of positioning, the tension of the brand will be generated by the dislocation of the brand to cater for the market, so that the explosive force of the agent combination will be stronger; in the current market, a single small agent will gradually lose its original advantage, because terminals and profits can not play a good supporting role, and more agents are doing the four seasons products.

The "fighter" of category products is profitable.

The product structure of a system should be "fighter" oriented product mix, high-end image of the head products, high profit, middle end fuselage, mass product sales, profit margins, low-end wing follow up products, anti competition, cost reduction, and positioning of different product types for channels and seasons. Such a hierarchical and three-dimensional combination can satisfy channel profit and meet consumer demand. Otherwise, the sale result of unplanned products at the terminal is also conceivable. As a regional distributor, it is necessary to make good product planning and trade-offs at the end of the channel under the premise of brand establishment.

Usually with bra, home and conventional underwear as the mainstream, underwear, body beauty, sexy underwear and warmth will become ancillary products. In mainstream and ancillary products, we should pay attention to the complementarity of brand's price level and style, and determine the proportion of each shop's display area according to the sales, so that every category of space can give full play to the profit function instead of wasting more space on the brand category that is unsalable.

Orderly promotion of sales promotion

Therefore, promotion must match the sales cycle of products, the inventory of products and the large holiday days. Otherwise, it is "losing money making money, losing the wife and folding soldiers", and it can not get the desired results.

Focus on terminal data analysis.

At present, many terminal agents are still sales of "traders" instead of "traders". In fact, the key to continuous profitability of terminal chain operations is the analysis of terminal sales data and profit data. This will guide the terminal operators to adjust product inventory, inventory adjustment, promotion and adjustment to a greater extent, and avoid the risk of inventory and unsalable.

In the future market operation, the data mining and application of underwear terminal will gradually become a core tool for its terminal profit. Because the more standardized the market and the fiercer competition, the core rule of scientization will play an increasingly important policy guidance. Ordering goods through data, promoting sales and analyzing fund returns will more effectively enhance the sales and profits of terminal stores, but many lingerie terminals have not yet attached importance to this.

If underwear terminals rely on market opportunities to catch money, then underwear terminal operation should pay more attention to scientific marketing operation, so that this mode will be sustained development. This will put forward a new request for underwear terminal: how to control the terminal single store with data, improve profitability and enhance operational efficiency.