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Exception: Hu Yingjie: The Manager Of Gold Medal Store Manager

2011/2/23 11:02:00 362

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Women'S Wear Brand

Beijing China World Trade Center center as an exception

Market

Hu Yingjie, the manager of the shop, is able to handle the store.

She knows how to make good use of exceptions.

brand

The advantages of various hardware provide chips for long-term steady growth in store performance.

Now Hu Yingjie has become an exception.

Clothes & Accessories

The gold medal store manager, but looking back at the road she has gone through in the past few years, everything is not simple.

Hu Yingjie, manager of Beijing China World Trade Center central shopping mall

Different manager's way

Wandering around the central shopping mall in China World Trade Center, Beijing, it is easy for people to stop in fashion magazines and other popular books outside the clothing store.

Whenever this scene appears, the exceptional salesperson will enthusiastically come over to exchange with the guest, patiently explain the exception as the designer brand's clothing style and the design connotation.

Most of the time, the enthusiasm and patience of an exceptional salesperson will bring a satisfactory result: when customers walk out of the exceptional store, they will hardly leave empty handed.

In 1999, Hu Yingjie entered the clothing sales industry through his classmates' introduction.

For Hu Ying Jie, a professional instrument and instrument professional, engaging in clothing sales is totally unexpected.

Perhaps fortunately, when he first entered the office, Hu Yingjie quickly adjusted to the industry with his colleagues' guidance.

Although it was plain sailing into the clothing sales industry, at that time, Hu Yingjie's mind was always the same as the "bright" occupation in other people's eyes.

After selling clothes for three years as a guide, Hu Yingjie finally decided to start his own business and set up a clothing store of his own.

"Go around the wall!" this is the deepest feeling after Hu Yingjie's own clothing store.

After a period of time, after all, it is still closed and closed.

But there is no doubt that this failure has accumulated valuable experience for her future promotion of gold medal store manager.

In 2006, Hu Yingjie returned to the post of clothing sales after adjusting his mindset.

This time, she chose the famous designer brand -- the exception dress.

The most impressed customers

After entering the exception, Hu Yingjie still starts from the bottom practice clerk.

In exceptional stores, the shopping guide level is divided into practice clerk, formal shop assistant, one star shop assistant, two star shop assistant, class leader and store manager from bottom to top.

Under normal circumstances, the trainee salesperson has to undergo three months' internship to become a regular shop assistant. After that, he can be promoted to be a class leader and a store manager step by step.

For the industry experienced Hu Ying Jie, it is inevitable to turn ahead in advance, but it is unexpected that Hu Yingjie was promoted directly to the class after three months of exception.

Hu Yingjie said that there are many reasons why he has risen to several levels.

During the shopping guide, Hu Yingjie was impressed by the behavior of a customer.

One day, Hu Yingjie received an ordinary guest in the shop. "She felt ragged, and the sweater was already pilling."

Hu Yingjie said that the guest was very different from the guest who usually appeared in the central shopping mall in China World Trade Center, Beijing. At that time, other colleagues did not receive the warm reception.

The end result was that the very humble customer bought more than 10000 yuan.

After this incident, Hu Yingjie quickly became a leader.

After more than a year, she was assisting the store manager in the Sogo store in Xuanwumen, Beijing.

It was not until 2008 that Hu Yingjie was promoted to the store manager of the China World Trade Center central shopping mall. He took charge of the exceptions of clothing, besides Guangzhou headquarters, the most important brand image shop in China.

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Hu Yingjie said that although the area of the store under its control is only 180 square meters, but because the China World Trade Center central shopping mall belongs to the most high-end commercial area in Beijing, all kinds of top international brands compete here, so the pressure on shoulder is much heavier than the general store manager.

Beijing China World Trade Center Shopping Center

Marketing ideas behind diligence

Compared with other popular brands, the exception of goods, whether it is overall cutting or individual details, shows a distinct sense of design. Hu Yingjie regards this difference as an exceptional brand advantage.

For Hu Ying Jie, who has never systematically studied marketing courses, it can be attributed to her diligent and thoughtful habits that she can vaguely understand and apply some brand differentiation ideas in her own sales methods.

Usually working in a store, in addition to the basic daily management, Hu Yingjie considered the most: how to let the salesperson accurately convey the designer's design ideas and inspiration to the customers accurately.

To this end, in the company training system, Hu Yingjie attaches great importance to communication with designers. As long as there is a chance, she also asks the shop assistants to understand as much as possible the story behind each design of each garment.

In fact, this is also a sales principle which has always been emphasized by the exception clothing, which enables the salesperson to better explain the exceptions of every garment in the process of communicating with customers.

Perhaps it is precisely because of the intimate picture of the salesperson and the customer explaining the process that the exceptional management creatively created a "imaginative" name for the store's shopping guide: "messenger".

Because of the fast updating of exceptional goods, a new batch of goods will be delivered every month.

For female customers who like shopping, the image of an exceptional shop in front of them is refreshing.

In addition to explaining products to customers in the store, Messenger has another mission that can not be ignored: timely maintenance of VIP customers and regular sending of exceptional activity information for them.

"Of course, the most important function is that the core customers can understand the exception in time."

Hu Yingjie has a deep understanding of the role of VIP customers.

During the renovation of some stores and passages in China World Trade Center central shopping mall last year, there were hardly any new customers in Hu Yingjie's shop.

Although the company was humanized to reduce sales targets for Hu Yingjie's team, the task of each of them was still to be completed.

"Worry is certain."

Hu Yingjie said, "fortunately, at that time, we all thought of actively playing the role of VIP customers."

After the whole store and 10 people worked together to win the VIP customers' consumption, Hu Yingjie managed the store in China World Trade Center Central Mall during the decoration period, and still completed the company's targets.

Thanks to the taste of the VIP customer system, Hu Yingjie often urged the salesmen to maintain the VIP customers in their hands. Up to now, her shop has been able to maintain more than $1 million a month in sales.

Taking into account the characteristics of designer brand, Hu Yingjie also attaches great importance to salesperson's ability to display goods in addition to "messenger" maintaining VIP customers.

Perhaps it is to let the shop assistant get more exercise in the display of goods. Hu Yingjie's shop does not have any full-time teacher, but whether from the book decoration on the outside of the shop, or to the display style and color gradation of the goods, Hu Ying Jie manages the store to show an independent and free life.

This coincides well with the idea of an unconventional dress pursuing "calmly facing life".

Hu Yingjie's approach is actually not difficult.

Exceptions will provide the store manager with PPT for display and matching of goods at every time they update their products.

After studying the reference display provided by the learning company, Hu Yingjie also took the initiative to organize the shop assistants to try their best to display their expertise in display and collocation. Of course, the principle is to conform to the unusual style of dress, which is conducive to customer purchase.

In the past 5 years of exceptional dress work, Hu Yingjie has been seeking breakthroughs at any time.

She said she was 30 years old this year, and her life value has been affirmed and improved since she took office.

"Exceptions focus not only on products and sales, but also on the quality of employees."

In Hu Yingjie's view, the role of the store manager is very complicated, which is not only a parent, a teacher, but also a coordinator of various interests.

In her spare time, Hu Yingjie not only likes to watch fashion magazines such as "tomorrow's fashion" and "iLook", but also encourages shop assistants to get to know the latest fashion information.

"Some of the shopping guides, including myself, do not know which way to go in the future, but whether they are buyers, regional managers, Chen Li Shi or simply change careers, often think about how to play their expertise is most important."