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Retail Terminal Management Only Caters To The Trend And Is Based On Survival.

2010/12/25 17:55:00 69

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When China's market share more and more in international first-class brands and luxury brands, international brands began to penetrate deeper. With the maturity and opening of the Chinese market, these big brands also fully understood and grasped the Chinese market.

In the process of rapid development, these brands also have new trends in the management of retail terminals.

First, remove agents, centrally control their own business, in order to get more profits.

In recent years, more and more international brands have begun to withdraw their agency power, strengthen their channels, and strengthen their efforts in China.

market

Management and training of retail terminals.

This is also the same trend among many domestic brands. They have begun to cooperate with key shops and agents in key cities or simply buy back and manage their own businesses to ensure brand image and strong position.

Two, understand and cater to the international trend of customers.

In China

market

Local customers are becoming more and more internationalized, including customers' vision and knowledge of international brands.

This is a great challenge to store service staff. They must have enough knowledge and information to communicate with these customers, understand their different services from the international market, and be able to keep pace with the times and provide the same or even more international services.

Three, adapt and educate the consumption pattern of local new customers.

The Chinese market has spawned more and more new customers.

Many of them do not understand these lines.

brand

But they consume these brands for their work, social life and even their face needs. Even some customers' dressing styles and habits are far behind the trend of these brands.

This requires retailers to provide more and more appropriate customer education.

At Xpu Ha Palace Hotel in Beijing, you will see customers trying to get their clothes out of their jackets at the store. Some customers will buy a nearly $10000 suit for a week and appear on different occasions such as company, bar, stadium and so on.

Shop staff must have enough patience to communicate with customers, influence and educate their consumption habits, clothing taste and understanding of brand culture.

Four, enhance the monitoring of service quality.

The tools of mystical customer assessment are increasingly being adopted by these international brands to ensure that the service quality of shops can be monitored and feedback regularly and timely.

Many brands have established detailed assessment criteria and procedures, and have attached great importance to the characteristics of their own brands. Even during the quarterly new product launch, they will test and evaluate the sales and services of key products.

This is unthinkable in the past few years of extensive operation by agents.

In order to maintain the consistency of image and service quality, big brands are more willing to invest more manpower and management costs than domestic brands in this respect.

Five, management change management mode.

Former brand managers focus on channel development and marketing public relations activities, and brand managers and sales managers are positioned in business and brand image.

Nowadays, brand competition is becoming increasingly fierce, and customer service requirements are getting higher and higher. Managers' work has begun to focus on service upgrading and personnel training.

Many brands will train brand managers and sales managers as an important promotion strategy, so that management can learn to be a coach.

They must be able to use a mentor's identity and role to appear in front of their subordinates, share customer needs and service skills, and be able to work side by side with employees, listen to and understand customers, and solve their colleagues' difficulties.

In my training program for many international brand sales managers, managers began to walk up to the podium, down shop, and manage with a brand new communication and coaching mode.

The market is changing rapidly, and the crisis is also changeable.

Only by catering to the trend and self adaptations can we survive and survive in the present market.

In the face of their market and management strategy, China's local brands also need to learn from and think about it. When the management and service of most brands are promoted and matured, it is also the beginning for customers to enjoy the harmony and comfort of consumption, social culture and life.