Clothing Store Marketing "Human Property Matters" Can Not Be Less

domestic

From the beginning of the financial crisis, the consumer market went against the trend, to the general downturn of the department store industry in mid - year, and then to the end of the year.

At the same time, Chinese clothing enterprises also experienced a shuffle during the year. The real strength of the clothing brand has not fallen down in the crisis, but also has been able to stand firm and continue to wait for the opportunity to develop.

Statistics show that the share of China's domestic market will continue to grow rapidly in the next few years. For every local brand that wants to become bigger and stronger, whether it can sell well in the domestic market will become the key to the success of its own development.

But it is also in the financial crisis environment, the domestic consumer psychology is becoming increasingly rational, it is difficult for businesses to simply let consumers take out their wallets through the crazy discount.

Therefore, how to make use of the existing terminal channels to attract more customers' consumption has become the most concerned topic of many brands.

Really want to create more effective profits at the terminal, shop management is a top priority.

Therefore, in this year, managers who exercise managerial power have become a kind of learning and application of store management.

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From the composition of store management, it can be roughly divided into four aspects: "people, money, things and things".

If we can get effective management allocation in these four aspects, then the operation of the shops will be improved to a certain extent.

"People" is the most important in these four aspects, because the main body of activities in every shop is the salesperson who works there.

If we can succeed in personnel management and enable the store to have a team that can work together, the operation of the whole store will naturally get twice the result with half the effort.

Jin Yuan, manager of the company's flagship store in Yansha, Beijing, has made a clear division of work for the shopping guide. Wang Xueshuang

In addition to shops, including LaClover, love, love beauty, love men, and other brands have full-time guidance shopping for sale, Wang Xueshuang also sent special person to manage goods and warehouses, responsible for replenishment and cash collection.

At the same time, all employees in the shop should submit a job analysis every week.

Such a clear division of labor, on the one hand, ensures that the store can achieve 100% accounts in monthly inventory. On the other hand, it also clarifies the responsibilities of each shopping guide, so that the reward and punishment mechanism is more open and pparent.

Jin Yuan, the shop manager of Yansha store in Beijing, told shoppers to take their duties: some of the shopping guide personalities were publicized, so that she could do some management; some of the shopping guide personalities were introverted and careful, so that she could do more detailed work; some of the shopping guide had more ideas on display, so that Jin Yuan could be a small assistant on display.

She believes that only people do their best to make the work in the store most efficient.

Administration

For the "wealth", besides the financial management and sales records of shops, the most important thing is the sale of goods.

All the management of shops is actually preparing for the eventual good sales performance.

Li Miao, manager of SOGO store in Beijing, has set a specific sales task for every guide, and has also strictly stipulated the order and order of the shopping guide in the sales process.

In the shop lobby, there are A channels and B bits in each of the two passageways. If there are 2 shopping guides in the store, whenever customers enter the shop, no matter which channel they take, the shopping guide at A has priority in reception. At this time, B shopping guide cannot be moved.

When A shopping guide is received and started to serve, the B shopping guide can be filled to A.

When the original A position is completed, the customer must stand at B.

By analogy, two shopping guides will be replaced by rotation system, so that they can effectively avoid each other.

There are 4 shopping guides in Beijing Beichen shopping center, and Yang Jianhua, the manager, arranges 2 in the morning and evening classes.

If there is a downturn in sales for a certain period of time, Yang Jianhua will pfer a late shift guide to the morning shift to exchange the staffing of the two shifts.

Because 2 shopping guides work together for a long time, it is easy to form a fixed mode, and it is easy to produce burnout and lack of motivation. Therefore, changing partners can produce vitality and freshness and improve sales efficiency.

In the link of "goods", it includes the management of goods in the storefront, as well as the display of goods.

Nowadays, when consumers are visiting shops, the display effect of stores is becoming more and more important.

On the other hand, in the face of increasingly rational consumption of customers, only

The effect is amazing enough to attract customers into shops.

Zhao Ya, the store manager of Beijing Yansha friendship mall, put this year's purple series and leopard print products in the most prominent position of the store. This is because leopard print is a popular international design this year. The gold leopard print is more eye-catching and can attract more visitors.

At the same time, Zhao Ya placed 4 models at the front of the store, displaying colors, styles and so on, which are easy to attract people in the area to maximize the attention of customers.

Dalian based on the theme of each series of products to develop the corresponding display design.

For example, during the eleven national day, the main storefront of the shop is red, while the main shop is white during the Christmas season.

And the company has shortened the cycle of store display from two weeks to one week, and the dress of the main model pays more attention to the leaping of color, so that it can attract customers regularly.

The "business" covers the communication between stores and shopping malls and companies, and all kinds of safety measures. The most important thing is the formulation and implementation of the management system of shops.

Only under a clear system can all the work of the store be carried out in an orderly way.

Yang Cheng, manager of Zhongyou department store in Beijing, found that there was a contradiction in the sales commission system when he took over the management of the store.

At that time, the sales commission in the store was based on the total sales volume of each shift divided by the number of shopping guides to determine the royalty quota. However, because a man in the shop had a poor sales ability, and he often helped other shopping guides in the same class to replenish the goods, he felt the average sales performance was pulled down by him.

In order to protect and encourage the initiative of shopping guide in sales, Yang Cheng changed the royalty system to individual Commission.

At the same time, taking advantage of the strength and strength of men's shopping guide, Yang Cheng sent him to run storehouse and replenishment work, instead of taking on the sales task.

Since then, there has been no contradiction between the shopping guide and the royalty.

For store management, the above "people, talents, things and things" can be said to be the four most important aspects.

In the current market environment of "terminal is king", the market that wins the terminal has become the consensus of the brand and store manager.