Shop Knowledge

There is a facade.

The home furnishing industry covers home furnishings and decorations needed for home decoration and hard fitting stage. No matter which stage the product is, the display of products is carried out in the most luxurious and grand way as the market competition intensifies.

The management mode of husband wife and wife shop has already been eliminated by the market. The older generation dealers are somewhat at a loss as to the personalized needs and consumption patterns of the 80 and 90s. Advertisements are sweeping through the world, price wars, service wars, terminal positions defending, and home.

How to stand up in the fierce market competition and how to face the increasing ability of consumers to bargain and how to survive and develop in the increasingly diluted profit space? Every dealer is scared and treading on thin ice every day.

As a carrier of product sales, terminal not only carries the function of product output, but also is one of the strongholds for the company's brand to take root. It has no good terminal display, and the good products become passive water and no tree.

Today, we will focus on the knowledge of terminal stores.

1. Knowledge of terminal stores

Terminal store is one of the important places for product display and sales.

When it comes to the management of the retail stores in the home industry, we can't talk about the characteristics of the customers' purchase of home products.

Household products are different from clothing, food and other fast circulation products. The purchase amount of household products is large, and the purchase cycle is long, requiring professional guidance. Household products are also different from the purchase of power equipment and industrial machinery products. He also shows in circulation at the terminal, and terminal retail occupies a very large proportion in the sales structure.

Taking the purchase of ceramic tile products as an example, few customers decided to purchase the building materials market for the first time. When I investigated the ceramic tile products, miss Marco Polo told me that customers who bought ceramic tiles had to go to the building materials market at least four times before buying them.

The first time is to go to the market for a stroll first, and to know the brand, price and performance of the tiles. The second time is to bring the family members together. There are two couples or three families. The family looks at the brand together, compares the product type and the price; some people will bring the designer to come third times, and the designer recommends the product for them. Of course, there are also a small number of people who will do business third times. Until fourth times, the owners will form the real buying behavior.

Since the sale of household products has the characteristics of large purchase amount, long cycle, and unprofessional purchasing personnel, the following two things are very important to us. The first thing is good news. Although the traditional household store retailing is also hit by Internet sales, it will not be like a clothing product.

The second thing is that several stages of customer purchase are carried out in terminal retail stores, so how to keep him in every contact with customers is very important.

What determines the quality of a store's business?

Sales = passenger flow * rate of entry * turnover rate * renewal rate * turnover rate

Concerned about the sales growth of stores, as long as the attention of these five indicators can be achieved, so the first thing to do business is to ensure passenger flow.

A lot of people think that passenger flow is attracting people's popularity by activities. In fact, store location is a key factor to determine the flow of customers. If your store is in the main channel of the home store, no matter what this person wants to buy, he must go through your store. What you need to do is to take the next step, and how to guide the customer into your store.

Turnover rate is also very important in these five indicators. The ability of the shopping guide determines the number of spot pactions, and the management of shopping guide is another lesson for the boss to learn.

Two, change from husband wife store to corporatization operation.

From 100 square meters of shops to thousands of square meters of home carrier flagship, regardless of the size of the shop, the management of it can be said to have a lot of articles.

In the fierce market competition, it is an important guarantee for the continuous development of the business to strengthen self store management.

Why should we specifically refer to the pformation of husband and wife shops to corporatization? This is the inevitable trend of market development. It is easy for couples and shops to form a saying. Because everyone has the final say, many emotional factors account for a large proportion in many decisions, which seriously restricts the development of shops.

Whether a shop is a couple's wife store or a company's operation, the criterion of judging is not the size of the shop, but whether the store has clear management objectives, whether there is good colleague relationship, systematic training system and standardized management system for goods sold and stored goods, and whether there is a competitive salary system and the promotion standard of employees.

I know a boss, he told his employees that I now need millions of assets in my hands. Actually, it doesn't matter if I can't open this shop. The purpose of opening this shop is to enable you to have a chance to get a job, otherwise I would have closed this shop.

This is a typical performance without a business goal. Such a statement gives employees a great sense of frustration and severely compromises the enthusiasm of their employees.

The successful pformation of a wife's shop to a corporatization operation requires the boss to have the courage to change and to know how to make good use of professional managers to give them great power and trust.

Only by understanding the division of labor and empowerment can we really arouse the enthusiasm of our staff so that everyone can maximize their personal strengths and make the best use of their talents.

Of course, it is a painful and long-term process to change from a wife and wife store to a corporatization business. It requires the boss to carry on unswervingly, first of all, determine the business objectives of the store, then instills this goal into the hearts of every employee, and divides the target into every employee's body, so that they can have a sense of responsibility and teamwork.

When it comes to the management of employees, we can not fail to mention the recruitment, assessment, training and management of employees in the process of pformation, that is, "selection, education, use and retention" that human resources personnel often talk about.

{page_break}

In the employee selection stage, a person with ability is not necessarily the person he needs, and the right person is the key to material selection.

When an employee comes to a store, his ability to raise is mainly based on the training system of the store. The training here is not only simple for the staff to attend class, but the one to one help and guidance is much more effective than the centralized lecture. The training of the staff by the system is much more cost-effective than digging the high salary out of the outside.

As for employing and retaining people, it is mainly related to the salary appraisal system and incentive mechanism of the stores. The core point is to satisfy different needs of different people.

Staff management is a great learning.

In my years of training for terminal stores, the average age of many products is not more than half a year, and the serious shortage of salesmen is a common pain for the whole industry.

Of course, I also found that some excellent bosses fully authorized the store, and the change brought by professional managers to the store business is a trend.

There are many problems in corporatization, and many employers are worried about whether or not the professional managers you employ.

He is not competent enough to fear that he is not as good as himself.

In fact, the need to be a boss is a matter of truth. People who stay in gold are not as good as people in culture. Your attitude towards doing things affects everyone around you.

Many bosses have created a very good cultural atmosphere in their company, and all employees are willing to follow you. Therefore, the slogans in the office, the slogans at the morning meetings, and the speeches on the publications should be highly unified. If you want to build a team of wolves or gentle teams, you will rely on the infiltration and influence of the accumulated bit by bit.

Three, seek development in competition.

The biggest change brought about by the information age is that monopoly and exclusivity are no longer in existence. Consumers are familiar with the degree of familiarity with products, prices and even the industry. Any act of promoting sales through fraudulent means will eventually fail.

It is impossible to buy things without a price in the current market environment, so it is not very feasible to make a shop on the street by themselves.

The more likely a competitor has a place to sell, the more important thing is to learn how to take meat from his opponent's mouth.

Coca-Cola has Pepsi Cola to catch up. Erie has been fighting for Mengniu. In the fierce market competition, the more competitors join, the more they can continuously enhance their ability to face market risks and sustain growth.

Open stores to more competitors, because customers like to buy more brands.

The more intense competition, the more we need to work hard, how to attract more people to go to the store, how to let more people into the shop, how to make buyers buy more, these three are how to protect our business bigger and stronger, in the competition in an invincible key.

In the next article, we will focus on how to do these three things.

Four. Continue profitable business.

The purpose of business is to make money, and no one is willing to do business at a loss.

In the increasingly diluted single product profit, the boss should consider how to achieve profitable business in the whole store.

There are two things to pay attention to: one is the product mix, the biggest profit of the product, and the second is the rate of return on investment.

Product mix is in your store products, which products need to be pushed, which products are your profit products, which products are your sales products, and then according to the product's business positioning, formulate product display plan and guide sales commission plan.

Knowledge of product mix management will help to get rid of the huge sales of the stores, but the small profits of the annual profits.

ROI is a formula for store profitability. The higher the rate of return on investment, the higher the profitability of stores, and the lower the rate of return on investment, the lower the profitability of stores.

So bosses should learn to focus on several indices that affect return on investment.

Return on investment ROI= gross margin + other income - operating expenses / cash + inventory + receivable - payable

From this formula, we can see that the bigger the molecule is, the higher the rate of return on investment. Therefore, it is very important to reduce the operating cost while expanding the gross profit and other income. This is the profit that we often say about the efficiency of management.

The details of store management can bring us an increase in profits. The details of the repeated use of paper, the use of air conditioning and electricity, and so on, should be the contents of management.

Look at the denominator, the smaller the denominator, the higher the rate of return on investment, so the inventory management is very important. In addition to ensuring the product's continuous inventory, reasonable inventory should also speed up the turnover of inventory and continuously pursue the minimization of inventory quantity.

Learning product mix management and paying attention to ROI, it is much easier to make profitable businesses.