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Luo Hao Men'S Wear: Single Store Performance Increased By 200%

2010/7/3 10:02:00 92

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Personal experience: how does Luo Hao men's wear improve single store performance by 200%?

In June this year, Shanghai's Luo Hao Clothing Co., Ltd., "mobile store assistant group", was stationed in Zhejiang.

Franchisee

Promote single store profitability.

At the provincial mobilization meeting, the author found that most of the franchisees had not clear operation ideas and methods.

When asked "what way do you ensure profits", most of them are speechless, that is, how to make money for their stores, many people have no idea. This is also the real confusion of many franchisees.

Faced with this large area of single shop profit increase confusion, and through the "mobile manager Assistance Team" many discussions, the author decided to start the pilot shop first, import new operation management mode, create a single store operation to enhance the provincial market demonstration shop.

The final designated pilot store is

Quzhou

Lishui and Wenzhou franchisees.

The Quzhou new store has 300 square meters and Cangnan store 100 square meters. Lishui store has been running Luhao men's clothing for 12 years, but its performance has always been bland. During the operation, a lot of sales promotion methods have been tried, including the introduction of gold medal store manager and performance management.

After the fieldwork of the "mobile manager assisting group", a detailed "single store marketing" management plan has been worked out.

Take Cangnan shop as an example:

First of all, determine the shop redecorating scheme, second, determine the business process, then determine the opening plan, finally, determine the daily sales promotion activities, the activity process is outlined below.

(1) confirm the publicity plan.

2 large outdoor billboards at the gate of the city bus station were selected, and the outdoor public pport billboards on the 2 main streets around the location served as advertising media.

In the early days, 10 days before the renovation of the new store, the promotional advertisements were launched in the middle of the new store, and the brand idea and image advertisement were launched later.

2. Intelligent VIP delivery.

The whole sales promotion period (10 days) before the renovation of the new store is accompanied by a VIP card with the old paction and the new VIP card.

The new VIP system uses smart VIP cards that are integrated with the computer management network.

At the same time, the site also carries the promotional activities of new stores POP and banner publicity.

3. Identify and identify target customers.

During the decoration period, the shop assistant did not leave, but decided to find and screen the target customers.

A total of 7 shop assistants and half a day accepted the professional training of operational experts in the "mobile shop assistant group". They went out to distribute the new shop DM leaflets for half a day.

The product is mainly composed of 2 categories: product discount and membership discount.

The area and quantity of the DM leaflets and the VIP target customers registration form are all controlled by indicators. The target of each person must be strictly completed per day.

After finishing the street work, a week ago, the store manager led the shop assistant to visit the VIP customers with strong intentions. Besides listening to their consumption needs and answering some professional knowledge, they also recorded their consumption habits and comprehensive information in detail, while promoting the promotions of the new store again.

Within 3 days before the opening of the new store, all the new and old customers will be notified by the store's unified SMS, and they will be reminded and invited to participate in the grand opening activities again.

In the first place, the sales indicators of street DVMS and new VIP customers were launched. The store drew up strict sales targets for every salesperson, including sales and sales tasks of stores, VIP customers and VIP consumption promotion tasks. On the basis of this, a new breakthrough salary performance management system was implemented.

Under such strict objective management, there are some interludes which are worth thinking about. For example, we fixed the DM leaflets of each shop assistant to collect the intention of VIP customers for 35 people. One of the salesmen only completed 29 people, and their personal performance was not up to standard.

Later, when we discussed it, the shop assistant came forward and led the other 5 clerks to work overtime to help the clerk complete the target! {page_break}

The grand opening ceremony is unprecedented.

On the day of the opening day, there was an unprecedented popularity on the spot, and the sales exceeded 60 thousand yuan on the day, but the best sales date was only 7800 yuan. According to statistics, the total number of old VIP customers reached 23 people in the morning, 68 new VIP customers, 14 people arrived at the old VIP customers in the afternoon, 57 people in the new VIP customers, and at the beginning of the business, the shopkeeper wore a shop dress, a chest with a salesperson's chest card, a light makeup, and served the old VIP customers in the form of a shop assistant's standard.

Continue to advance and expand.

On the 15 day after the opening, the shop assistant divided the store manager into 2 service classes. Once a week, he contacted the local large living communities as the "men's dress consultant on-site service group" public welfare promotion activities.

The landlady hired the ballroom dance master from the provincial capital to teach the standard ballroom dance two times a month, and firmly occupied the large outdoor ballroom dance stage in the downtown square every night.

On the eve of Dragon Boat Festival and father's day, many young people need to honor their elders on this day. Therefore, the main commodities chosen for the promotion activities are T-shirts, and in line with the unique value of VIP, so the theme of the opening ceremony is "6.16 times one smooth, true taste".

The content of the activity is 2 major items.

Belt + shirt + BELT + underwear + socks. This offer is restricted to the top 20 celebrities. Meanwhile, the sum of 10% of the Western clothing consumption is stored in the VIP card as a free dry cleaning charge. The western style clothes can be dry cleaned at the store free of charge. The second is the "national celebration of the world cup, VIP fate". When 60 customers who spend more than 588 yuan in the past 60 days, the VIP customers give an extra world cup, and the remaining VIP customers give extra socks. One is "father love is like a mountain, buy one to send five", that is, buy a suit, send a leader.

In just 2 months, Luo Hao men's clothing became one of the most famous men's clothing brands in the region, and sales increased by 280% during the same month.

To see this successful example, Luo Hao will take the "mobile shop assistant team" to invite the provincial franchisees to visit, study, study and study, and will successfully pform 10 stores in the same way after March, all of which will increase sales by more than 200%.

After the market research before the pformation, the mobile store assistant group is working out the store.

profit

Pattern and operation management are painstaking, and repeatedly demonstrated, discussed, modified and perfected with franchisees, which was determined by 7 working days.

During the decoration period, the shop assistants and shopkeepers were extremely hard, two days closed professional training, business skills assault, completed the VIP customer collection operation half day, and at night, they had to open the project follow-up meeting and summary meeting.

In this case, I feel deeply about the success of the new store, especially the 3 main aspects of reshaping the marketing process of the monomer shop, the profit mode of VIP value-added service and the fine management of store operation.

Sentiment:

It's a sensation in Cangnan. The store next door looks so good at business. It has opened a year's shop. We have been in business for two days to reopen, and people have been discharged from the store, which is called modern single store marketing; marketing director Fang Shui Yao.

VIP customers are "harassed"; Zhu Yaxin, chief executive officer.

"Run out, pull in" is this is marketing; - Shao Yueying, the manager of the mobile shop

Finally, Guo Min, an expert group, said: "the mobile shop assisting group" is a special force formed by the headquarters of Luo Hao men's wear brand.

It is a professional team formed by senior personnel and industry experts in logistics, terminal operation, enterprise publicity and manpower training. It aims at comprehensively diagnosing and adjusting the level of single store operation and improving its profitability.