Discussion On The "321 Theory" Of Tackling Difficulties In Shoe Display

Display has always been regarded as a technical activity in the terminal of footwear industry. Let alone at present, shoes enterprises do not basically have the position of Chen Li, the display is usually operated by trainers, supervising film managers or terminal managers. Because of various reasons, display knowledge is hard to "manifest". Most of the display operators can not do so, and there is no uniform standard for evaluation.

According to the author's terminal reform practice experience analysis, the difficulty of display is mainly due to the following reasons:

1) the design of the commercial space in the shoe industry has been upgrading. The display facilities such as shelves, containers, water tables, windows and so on are constantly changing so that display rules and display techniques need to be constantly adjusted.

2) the footwear industry has gradually extended its non footwear categories, from leather goods to clothing to accessories, different categories and combinations of categories and categories, making display more complex.

3) display involves a wide range of knowledge, and product knowledge, art and color, consumer psychology and data analysis are the minimum basic knowledge.

4) the footwear industry terminal practitioners generally have strong practical ability, but due to the low level of culture, the display, expression and dissemination of display knowledge are limited.

5) display has no systematic theoretical system to guide and support. Standards, rules and evaluations are not unified and rely on. The terminal staff talk about the tower of Babel, which seems to speak all kinds of words and can never be built.

The author puts forward the theory of "321" in the exhibition discipline for discussion. The "321" theory refers to the 3 kinds of vision that the exhibition should have, the 2 methods used in the display, and the 1 systems that should be implemented in the exhibition.

Specifically, the following:

The so-called three point of view refers to the shoe shop display must consider from three angles: artists, operators and consumers in terms of how to display. Specifically, the artist's point of view is that we follow the aesthetic sense of art, play the role of display modules and display units, enhance taste and interest, increase customer entry rate and try out rate; from the operator's point of view, we must pay attention to the scientificalness of display, and display focuses on sales oriented and input-output to increase business area; the consumer perspective is that the ultimate criterion of measurement is the recognition of consumers, whether the display is effective or not. Finally, we must check from the consumer's scene (enter, try on) and the actual sales results (paction).

The two method refers to the religious method of "professional belief" and the scientific method of "hypothesis - Verification".

Because when we are faced with a very uncertain future, we have two ways: one is the spiritual level similar to the religious method, the professional showcase must have professional belief, love his career, enthusiasm and piety can support us in the unknown darkness, and the other is scientific method. The "hypothesis verification" method is the tool we use in the face of unknown exploration and can be applied in business management as well.

Display is facing constant changes and challenges, and is also faced with complicated scene changes. It requires a great deal of patience and enthusiasm to put in the exhibition, trying repeatedly to strive for perfection. No similar religious feelings are often left behind. In addition, the pursuit of sales efficiency also requires us to constantly debug the relationship between display and sale, and we need "hypothesis verification" scientific method.

There is no need to repeat the religious method. People who are willing to display will be immersed in it and feel the beauty of display. I want to focus on the scientific method. In the exhibition practice, we often have no precedent for these problems, such as how to reasonably design the commercial space and layout facilities of new stores, how to arrange the variety structure and volume of new shops, and how to adjust the layout of container shelves such as windows, water platforms, lighting and music, etc. according to the purchase situation of business circles and customers, and so on.

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The steps of the hypothesis verification method are as follows:

The first step is to put forward the hypothesis that, according to the items and problems to be solved, we first put forward a "hypothesis" that can solve the problem. Here we can apply many methods to put forward hypotheses, such as 5W in lean management, by constantly asking why, why...

To find the essence of the problem, and the fishbone diagram in quality management is the tool we can use to analyze problems and put forward hypotheses.

The second step is to set up an experimental environment to collect information and data before and after the experiment so as to analyze and compare them.

The third step is to verify the hypothesis, modify or adjust the original display, or even subvert it again, then start the "hypothesis verification" process again.

In Japan's famous retail chain 7-Eleven, the "hypothesis verification" method is widely applied. Stores can carry out the hypothesis testing verification process every day. For example, a shop employee thinks sandwiches and cups of soup can be sold together better, then stores try to change the display location of goods, and then verify them by comparing the purchasing process of consumers with the sales data recorded in computers.

The display system should include display principles, display rules, display techniques and display steps.

The principle of display should be based on the basic knowledge of art, such as color, light and shadow, form, space, etc., and display products, knowledge, sales analysis, consumer psychology and so on. Rules of display should be standardized for different display spaces, facilities, locations and different kinds of products; display techniques should be elaborated on some commonly used display collocation skills, such as balance principle, contrast principle and so on. The display steps are to set up display SOP so as to popularize display.

Step1. re examines the stores from three angles: consumers, operators and artists, makes clear the characteristics of the business district and the passenger flow, analyzes the sales data, grasps the selling, unsalable and flat sales of the products, and combines with the orientation of the shop decoration, and determines the exhibition idea and train of thought of our store.

Step2. divide the store area and plan the customer action line and visual line, the key display area, auxiliary display area, special display area, sale area and exhibition area, and the reasonable matching, main and auxiliary lining and echoing each other, increasing the interest and level of customers' shopping.

Step3. follows the rules of display, flexibly uses display props, partitions and modules in groups, and displays in turn. It pays attention to the use of image display areas, strong shelves and gold positions.

After the Step4. display is preliminarily completed, the simulated customers walk around the store door to observe the reasonableness and compatibility of the display areas, including whether the product is eye-catching, color matching and whether the form is aesthetically pleasing.

Step5. dynamically adjusts the display according to the sales status and customer response, focusing on the attraction of sales and the promotion of sales.

The person in charge of the display in the Step6. store summarizes the gains and losses displayed on the day, and displays the improvement of the hypothesis once again the next day.

To sum up, the "321" theory of the exhibition discipline is just a reflection of the author. The terminal of China's footwear industry has developed greatly in the past ten years, and the display should also gradually form a discipline. We should work together to make the tacit knowledge explicit and promote the progressive development of the footwear industry.