How Does The Store Manager Work Strategizing?

Recently, a terminal training project has just been completed, and I can't help but knock on the keyboard again.

A clothing store's business is good or bad. A qualified shopkeeper is the key. This is beyond doubt.

Many bosses in different parts of the country give different functions. For example, some shop assistants do daily work basically, such as pferring goods, keeping accounts, checking goods and so on, and some shop assistants are holding meetings, reporting work records and doing miscellaneous things every day. Other shopkeeper is selling and bringing in new employees. A relatively good shopkeeper is the eight way to summarize, where to go, and to be busy every day. But in the clothing industry, the clothing store manager, this role is

The formation of such a phenomenon is not related to a boss's job management ability.

From a business point of view, the clothing industry does not have a clear idea of how stores can improve their performance, and every boss does not have clear skills requirements or training coaching standards.

The shopkeeper did what others in the industry did, and they did it blindly.

Just imagine what it means to work every day if you don't know why you're doing this job.

As a result, business is not good, do not know the specific reasons, business is not good, do not know how to improve targeted, business is not good, and have no ability to do prevention and risk control.

What kind of core competency should a clothing store manager possess? Let's share with you some ideas:

A store manager should have the ability to analyze sales and marketing and analyze consumer behavior.

Each brand's market strategy comes from its product positioning, but few people can stand on the comprehensive analysis of management, management, sales, consumption and so on. What exactly does their positioning mean?

For example, brand positioning in the same business circle can actually identify many differences. These differences are that you can enlarge the difference points by marketing means to win the market. The key here is whether you can see where the difference is.

Is the difference between the market recognized?

For example, the target consumers of each brand will be different, and most of the bosses are not sure what kind of people they sell.

What can be said is some basic information, what age, income, occupation, ah, these information simply can not be based on consumers to determine product strategy, sales promotion, sales response corresponding business decisions.

And the specific consumer group information, such as clothing purchase concerns, consumption values, shopping habits, occupational environment, dressing habits, wardrobe features and so on, are often few people study and understand!

There are also different customer buying needs for children's wear, casual wear, sportswear, casual wear, fashion women's wear, professional women's wear, business men's wear, fashion men's clothing and so on, which will be very different in the sales mode.

Reception process, language, interactive paction, customer tracking and so on are very different, and we see no matter what clothing store is basically a template to go down, quite a guide shopping unchanged, should all change posture!

There is only one way to manage such sales mode, that is, everything depends on product promotion and the boss's investment and decoration environment. If the business is bad, the product image and bad business will be blamed for product problems, seasonal problems and so on.

What is worth mentioning is customer sales management. Basically, all stores use customer purchase to retain information, handle members, new products, text messages and holiday blessing messages to manage customers, so that they can seize customers' hearts and promote consumption.

The result is that customers are not as obedient as they think, and why customers like to buy a certain style, continue their style, and what styles they need in the wardrobe, how to match their styles and so on.

Maybe you will ask how these information can be obtained. How can customers tell them?

Of course, customers often do not say that any information is acquired by professional skills and methods, but if you don't get such information as clothing sales, then the old customers you lost are absolutely few.

So the first core commodity operation capability of a clothing store manager is the comprehensive analysis ability.

Two commodity mix plan and product response capability

From the perspective of business strategy, a store's commodity mix can be divided into: main selling category, subsidiary sales category and distribution category. Each category is divided into image, bestseller, flat sales and supplementary funds. Considering the display angle, it will usually be displayed in style series, core style combination and different time bands.

And each combination also includes the price band composition: the main selling price belt, the auxiliary price band, the image price band, the competitive price belt and so on.

And the information and structure may have made many people feel a little dizzy. It is not easy to do these logical calculations and plans well.

In fact, it can't guarantee that your store can make money, because you haven't figuring out why you want to do so and what kind of market strategy you should combine.

Therefore, when most people fail to figure out the reason, a complete group cargo plan of a store often fails to adhere to it. Because it can not be fully understood, it usually estimates according to its own vague experience, and then hopes for luck.

The new quarter's merchandise plan is related to the sales performance of the new quarter. The premise of the plan is to determine the business objectives of the new quarter, for example, what are the main business difficulties of the new quarter?

The answer is to increase the number of competitors entering the shop, increase the number of customers, or strengthen the repurchase frequency of old customers. These business goals determine how your new quarter's product plan will adjust its structure and focus.

At the same time, we should also pay attention to the objective analysis of the reasons for the sales data in the past years, and what control means we need to achieve in the new quarter.

After all these work is done, it is clear product list, product aesthetic consumption coefficient, style and style, number of styles, the ratio of specific products and so on.

With clear planning, ordering will be very easy. As long as we grasp the scientific style filtering method, we can confirm the items that are suitable for the plan.

Usually, in order to mitigate the difficulty of such planning strategy and risk control, many brands have launched a way to shorten the loading cycle as much as possible. This approach can respond to market changes faster, but no matter how fast the goods cycle is completed, every day you offer to consumers is a whole store's goods. Whether consumers purchase depends on your product mix.

The frequency of the upper bound band determines the frequency of customers coming to the store.

But this can replace the whole cargo plan.

Especially for the commercial men's wear brands and some women's clothing brands whose orders are relatively long, this kind of product planning ability is inevitable.

The ability of products to respond to changes refers to the ability to respond when market conditions change.

The change of market situation usually comes from three main aspects.

The 1 is the change of clothing buying demand brought by seasonal climate. This strain capacity comes mainly from the rapid adjustment of goods, how to tap old customers, or guide the new guests in the way of seasonal dressing to get a higher turnover.

The brand without conditional adjustment can only get the answer from the latter two.

2 competitive brands, such as product characteristics and trends, have many ways to deal with this phenomenon, such as how to amplify their advantages.

3 the misjudgement of the ordering plan results in the product category ratio being tilted. The solution can consider the product sales coping style.

So the author thinks that a store manager's second commodity operation core competence is how to plan and flexibly cope with the store's performance and adjust his working style in time.

Three product sales mode management capability

Clothing products have their own characteristics. Different product categories, different combinations, different styles and styles all have different needs and functions, so they need different sales management modes.

The product sales mode has been introduced to many of my previous articles. This is also the part I do most for the terminal service of clothing brand. The reason is that this part is relatively direct and highly receptive.

But because each boss has different management bases, he can not insist on it.

Product sales model refers to the different clothing categories and styles, style consumption characteristics, training and training of different purchasing and selling skills, so that the sales service has more product sales impetus, and at the same time, according to the change in the product digestibility, the training inside and management incentive of the purchase is adjusted.

For example: business man's wardrobe sales method, and identity sales method, mature women's clothing sales method, fashion women's style matching sales method and so on.

These sales methods are confidential to fit customers' purchase needs, so that the salesperson's sales interaction process has a higher turnover rate and joint sales rate.

The management of product sales mode includes how to define the sales mode suitable for the sales brand, and the training and training methods for sales mode, and management promotion measures.

At present, a clothing store manager is usually a salesman's predecessor who is an excellent guide, and later promoted to a store manager. The salesperson's guidance and training for shopping guide is usually his own experience.

Therefore, every shopping guide will have its own sales style.

Serious brand stores will also appear, once the guide staff changes, products will be unsalable, facing the phenomenon of inventory loss.

Therefore, if a store's shopping guide is sold by individuals, the successful experience can not be duplicated, which is certainly not the result of bosses' desire.

Therefore, the author believes that the third core businesses that the store manager needs are the sales mode management capability.

In my career as a terminal store manager, many employers often want to get results through training. On the one hand, they always pay attention to some basic training contents, such as store service flow, etc. these basic contents can not be said to be unimportant, but with these basic job management, the sales performance of stores can not be fundamentally promoted.

Today, the competitive environment will also force us to master more professional and effective skills with the fastest time.

Perhaps readers will tell you that it is not easy to train a store manager in accordance with the above three requirements.

Yes, so it's not easy to control the clothing business if we win.

But we can subdivide the comprehensive factors that can be sure to win, so we can easily find the answer.

Am I right?

To succeed, we need to find the right direction, and we need to combine the right ways.