Kark'S Clothing, Miao Mei: Big Market In Small Stores

Ningbo music Kark dress Shanghai Xujiahui Pacific store manager Shi Miaomei is a typical Shanghai person. Although she looks very young, she has been a store manager for four years.

The team she manages is the most cohesive and cohesive team in Xujiahui Pacific mall, although the sales volume of this group is not the highest, but the profit is the best.

Kark has now entered seven famous shopping malls in Shanghai, including three in Xujiahui, including Hong Kong Hui square, Huijin department store and Pacific department store. The three shopping malls are less than 500 meters away, and do not take 10 minutes to walk, or even pass through the ground.

These three stores, Xujiahui Pacific store (hereinafter referred to as "Xu Tai" shop) are the most special. Its shop area is the smallest, the heart is the most homogeneous, and sales are also very proud.

What special business secrets does Xu Tai store have? This reporter interviewed Xu Tai shop manager, Shi Mei Mei.

Persistence will succeed.

Shi Mimei is a Shanghai native. She is small and sweet, and the staff, the head of the store or the leaders of the company call her "wonderful and wonderful" kindly.

She looks very young and gentle. She always wears a light smile on her lips, but in fact she is a 11 year old mother.

Kark, originated in 1882, is a genuine French brand. It has become mature and well-known in foreign markets.

In 2004, he entered the Chinese market. Shi Miao Mei joined the Le Kark brand in 2005. He was the first group of Kark's employees who had been stationed in the Shanghai market. Since the opening of 2008, she has been a store manager. In her hands, Xu Tai's performance has steadily increased, and now its sales volume has long been in the forefront of sports and leisure apparel in the market.

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Her gentle appearance makes her more approachable, and her inner strength is a good foundation for her career.

Three secrets to win the market

Xujiahui, as a famous business circle in Shanghai, is behind the bright and prosperous market competition and ruthless elimination system.

What kind of secret does Shi Miao and her team take to face challenges, improve sales performance and stabilize market share?

One of the secrets: accurate positioning to win the market.

Kark's positioning is a sports brand of fashion trend. While carrying the attributes of sports, it also shows the personality of fashion trend.

Consumers are concentrated in the age of 20~30, but many basic funds are also suitable for 40~50 year old consumers. The Xujiahui Pacific itself is a relatively traditional shopping mall, with fixed consumer groups. These fixed consumer groups will have a relatively large age.

Shi Miaomei told reporters that the sportswear of Xu Tai mall has always had a certain market share and showed an upward trend year by year. The sales volume of Le Kark brand can go all the way and rise in a straight line compared with the same period last year, which is closely related to our brand characteristics.

Secret two: soft power to enhance competitiveness

Huijin, xutai, Hong Kong and Shanghai three shopping malls are very close. Customers can easily run away from each other. Three shopping malls attract customers in an endless stream of sales promotion.

Compared with the three companies, Xu Tai shop has no great advantage.

Kong Hui is a famous shopping mall in Shanghai. It is also the first shopping mall connected to the subway. There are many famous international brands and the most popular ones.

Huijin is a newly decorated shopping mall, with lights and rows of props up to date. The shopping experience for customers is better than that of Xu Tai.

And Xu Tai is more traditional. The interior decoration is not exquisite enough. The whole shopping mall is not very clear. The ceiling is very short and the lights are not bright.

"From hardware facilities, Xu Tai shop does not have much advantage, so we need to enhance competitiveness from first-class services and other soft power."

Shi Mei Mei clearly saw his shortcomings. "In terms of goods display, we try to make sure that our products are different from those of his family. The goods of the three shops are basically the same. We adopt a flexible display strategy. For example, Huijin made a new model of 580 yuan today, and Xu Tai is going to make a new 530 yuan."

These detailed adjustments can often keep the pace of guests and enhance the turnover rate.

Secret book three:

At present, the main competitive brands of Kark in Xu Tai are NIKE360, ADIDASSC and KAPPA. Their popularity is higher than that of Le Kark. After so many years of development, they have formed a stable customer base.

Shi Miao Mei said: "when we just settled in Xu Tai, the sales volume is less than half of them. But through our efforts in recent years, we have now surpassed the sales volume of KAPPA by more than half. Compared with the two giants of NIKE360 and ADIDASSC, the average monthly gap is only about 30 thousand yuan."

Shi Miaomei told reporters, "when the average person has very little flow, we will choose to adjust the display, giving customers a feeling of being busy and attracting customers' attention.

Secondly, accurately grasp the needs of different customers. During the period of World Expo, there are many foreign tourists to Shanghai. Their purpose of shopping is very strong. Therefore, we need to grasp the needs of customers in a very short time, provide them with corresponding commodities, and have a chance to promote sales in the short term.

The characteristics of the local customers in Shanghai are more obvious. They prefer comparison between different shopping malls, comparing different brands. Maybe a piece of clothing should be tried back and forth several times. Finally, it is not necessarily bought. Facing this kind of customer is to be very patient and comprehensive in explaining the attributes of the product, paying attention to the service attitude and creating a relaxed shopping environment for them.

In the face of such fierce competition, Shi Mei Mei and her team in less than 50 square meters of ordinary counters, maintaining a monthly sales performance of more than 200 thousand yuan, ranking the forefront of sports category is very difficult.

At present, the highest monthly sales volume of Xu Tai shop is 260 thousand yuan, and its annual sales volume is nearly 1 million 600 thousand yuan.

In fact, compared with those image stores and flagship stores, the small profits like Xu Tai shop bring more profits to the company, and save a lot of manpower costs, store operating costs and other high costs.

Small shop actually

In the five years of Kark, Shi Mei has been a manager for four years. She has left many excellent employees from her "small" shop. Many of them are on the job shop floor. The people of Le Kark company call her "small" shop "recruits training camp".

In terms of training for newcomers, Shi Mei Mei has always maintained his own insistence.

"All the old employees come from new employees. The first lesson they gave was not sales skills and product knowledge, although these basic knowledge were very important, but more importantly, the management of people's hearts."

Shi Mei Mei's team is the most cohesive and cohesive team in Xu Tai shopping mall. This centripetal force is derived from her "sincerity". She treats her employees as sisters, treats employees as masters, and treats others honestly, no one is superior to anyone else, but their job responsibilities are different.

"Dare to take responsibility" has always been her management creed. She often takes the direct responsibility of a salesperson's mistakes in her work. "If the manager can't take the responsibility, the shop assistant will not trust the manager. If the staff do not trust me, she will not feel comfortable working with me."

"People's passions are often very short, the company also has some large-scale training, just training will be very excited, but time is long, the effect will fade, first-class sales skills are accumulated slowly in the process of practice, the continuous practice process is actually the most effective way of training."

Shi Mei led every employee with very strong combat capability. What she asked most was "every employee should have everything that the manager will do."

Shi Mei Mei's humane and efficient management style has created many excellent employees for Kark.