Thematic Interview: How To Operate Clothing Stores In Secondary Business Circles?

Lot is

Reporters did interviews.

Special guest: shop marketing management expert Song Shuguang

Reporter: in such a situation, an investor chose a location belonging to the sub business circle and opened a store for fashion clothes and jewellery. During the preparatory period, the investor paid a high salary to hire a professional store manager to do business, but after opening up, the situation was a big surprise. The shopping mall was in the secondary business circle, and the daily traffic volume can be measured in single digits.

Do you think it's a lot problem or a store manager's ability?

Song Shuguang: "as long as you give me a good location, I can guarantee that the shopping malls are hot."

This is what I heard when I was talking with many professional managers, but when I asked them why they didn't do well in this shopping mall, they gave me the feedback that the location was too bad.

That is to say, the professional managers of today's stores often act like icing on the cake, but they can't do it in the snow.

When a store manager opens a market, if the passenger flow is large, their work will be smooth sailing. Once the passenger flow is not large or the geographical location is not good enough to generate popularity, they will not be able to find the direction and trust to go on, because the operation is basically not related to the procurement and management system. The business mode is the main factor that can survive and develop. The store manager is always only knowledgeable about business management, but ignorant of the business model involved in strategy. This is also the reason why many of the stores that have hired professional managers are still in bad condition. The comprehensive operation ability and insufficient marketing ability are the true portrayal of some store managers. Under normal circumstances

Reporter: if the store is not in the core business circle, it will definitely affect the customer's gathering power.

When the sub business circle stores are not operating well, the operators usually use discount to attract customers, which leads to the popularity of the shopping malls in the promotion, and the promotional activities go back to the past once again. If long-term sales promotion will make customers feel bored with distrust, it will have a negative effect on the aggregation of passenger flow.

What method do you have to solve this confusion?

Song Shuguang: in my opinion, the stores in secondary business circles should enhance the thinking mode of making profits.

First of all, we should dilute commodities and enhance value through mode.

Under the increasingly fierce competition of homogenization, simple commodity and price competition is a relatively low form. Operators should dilute commodities and earn profits through business mode operation.

For example, there is a shopping mall near the University, specializing in fashion casual wear, in two secondary business circles, the main customer group is college students, sales of many two or three line brand sales in other local shopping malls.

Because the secondary business circle is at a disadvantage in purchasing power aggregation, the pformation of business mode is the only way out.

The business model of this shopping mall is like this. All goods are sold at the selling price. At the same time, a large number of membership cards are used to make the mall into a membership mode. The influence of low prices quickly creates a sensation in the customer base. The daily sales are huge and the number of effective members is increasing.

At the same time, the mall produced a semi monthly magazine of fashionable campus DM, which printed weekly magazines and sent them to tens of thousands of members. More than 120 pages of advertisements in magazines were favored by large advertisers such as Mobile Corporation, clothing companies, entertainment establishments, etc., with a monthly net profit of about 400000 yuan.

Then, through the hosting and organization of fashion events, we will collect the activity fees from various manufacturers to get extra profits.

The mode of this shopping mall has completely broken through the situation of homogenization competition, providing customers with the cheapest brand clothing, attracting a large number of customers to enter, and earning the main profit through derivative business is the core of this business mode.

In addition, we must also mention that we must establish a sales department with a sales force as the main direction.

The planning department of secondary location stores should take sales promotion as the direction and set up sales experience planning staff to avoid the situation that the planning tribe will enter the camp.

Reporter's eyes: doing business is a tactic, making market is strategy, tactics can get temporary satisfaction, but strategy can get sustained profit, and the construction of business mode is based on strategy.