Business Experience Of Breaking Through Terminal Difficulties

The market is like a battlefield. With the market sinking and aiming at the secondary and tertiary markets, representatives led by Wal Mart have successively entered major cities. In Fujian, Xinhua has also followed suit and flourished everywhere. Now there are more and more stores, and the competition at the terminal is becoming increasingly fierce, but the store entry rate is getting lower and lower. Faced with the survival dilemma, the merchants raised their flags and made great efforts to fight for the performance, and finally managed to win a trace of performance. After the year-end inventory, they found that there was not much silver left. They shook their heads and sighed in a low voice: "Business is difficult to do!" The words seemed to indicate that the terminal had entered a dead end. How can we break out of the encirclement and be reborn? How can we study the business book well? With many years of practical experience, I would like to share with you: how to break the terminal dilemma? How to open the bottleneck of profit? Here, I would like to share with you:

1、 The terminal is a point, establish Performance oriented fresh thinking

The terminal is the last link of product flow to consumers and the production base of performance. A good terminal is like a high-quality hen, which not only lays more eggs but also lays more eggs. How can this laying hen achieve high-quality performance? Overturn the traditional terminal operation, create a fresh way to improve the terminal, effectively integrate resources, improve the terminal image and sales force, and mainly grasp the following three points:

1. Activate the terminal and establish consumer relations

The terminal is a thing, but it can be activated into a person, which is lifelike in front of consumers. This requires that the role Marketing Introduce them, establish a platform for consumer communication, and form an effective interaction. Taking frog toothbrush as an example, the whole frog family members are modeled as characters by creating cartoon representative characters: the family owner is modeled as Uncle Mai, who represents men and has adult characteristics; Maitai represents women, with a sense of femininity, delicacy and ability, and is interested in new things. She pays attention to fashion but does not follow the trend too much; Madonna represents children. It is a symbol of loveliness and mischief. It is active and lively, but very naughty; Madonna represents a young girl, a symbol of youth and fashion. Young and beautiful, a little petty bourgeoisie, like to dress up and dance; Rona ear represents youth, and is a symbol of popularity and coolness. Like music and extreme sports, have a strong rebellious mentality, like pop but pay attention to personality. In this way, the brand characters will be activated and a story will be deduced. The product image with distinctive personality will be presented in the consumers' vision, so that the fresh and interesting products will greet consumers at the terminal and attract attention. The customers who come into the store will see the frog characters and be actively called, and can't help but establish a friendly customer relationship, So as to achieve the effect of significantly improving brand influence and brand naming purchase rate. I also personally participated in the terminal activation work of a children's clothing store. Previously, the operation of children's clothing in this store was not good, but with the help of Happy Sheep elements, the store effectively integrated and activated. The store used terminal packaging to change its image. There were Happy Sheep cartoon characters outside the store to share the joy of June 1 with children. The gifts in the store were Happy Sheep gifts. Happy Sheep songs and videos were played in the store. At the same time, We have organized a prize winning interactive game of Happy Sheep, which is loved and concerned by children. Parents who stay here are also willing to pay the bill.

To do a good job in activating the terminal, we should also rely on the latest current events or hot news, and we can also focus on local customs and focus things, seize the height of hot news, and stand at the commanding height of marketing. When marketing is high enough, it will produce a strong potential energy, which has a strong impact on the improvement of performance. 　　　

2. Value added terminal, avoiding the competition of price war

along with shop With the increase of, the price competition is becoming more and more fierce. Many stores have played a "price war" at all costs in order to compete for performance. They constantly discount their products and make special prices. Although the number of products sold has increased, the performance is not satisfactory. In this regard, the author suggests that we should get rid of the price war and turn it into value competition. Not all customers choose low prices, but every customer should feel "worth". The author suggests that shoe companies, in terms of getting rid of competitors' competition, can try to clean shoes for free, attract customers to the store, and experience this free service method. In the process of cleaning shoes, the guide spreads professional nursing knowledge and spreads "feet are like the root of a tree", It is as important to protect your feet as it is to protect the roots of trees, and to advocate for customers' taste in life. How to match shoes and clothes? Improve consumers' awareness of beauty, so as to win customers' trust. At the same time, customers are more moved by careful service than buying shoes.

While doing value-added services, we must do effective services. I have extracted two points for colleagues to refer to:

① Free mode: provide value-added services for sales pattern To break the rule that there is no free lunch in the world, and take it as a competitive advantage to attract customers to the store and increase popularity, so as to transform popularity into business popularity.

② Promotion of sales: the ultimate purpose of the value-added model is to promote sales. If a value-added service cannot sell goods, it is not a successful model. How to improve performance? The key link of value-added should be directly linked to the transaction to facilitate the transaction. 　　　

3. Operation terminal, creating scientific process

Creating scientific operation is the only way for terminal operation to succeed. Operation is the key, personnel are the gateway, and performance oriented goal management, combined with excellent terminal personnel to sell, establishes a set of systematic goal management, so that the goal can stimulate the sales potential of front-line personnel to achieve the set goal. First of all, it is necessary to define the target performance. The annual target is divided into three shifts: quarterly, monthly, weekly, and daily. One day is divided into three sales shifts: early, middle, and late. The performance of the period is broken down to the responsible person. The level of the task is determined according to the sales level of the shopping guide. According to the determined target data, the performance of the terminal throughout the period is tracked, broken down, and completed. When the terminal partners fail to achieve the set performance goals, it is necessary to transform the pressure into power. At the regular meeting of the day, the organization analyzes the reasons for the failure to achieve the goals and looks for a breakthrough. For example, today's performance target was set at 15000 yuan, and 5000 yuan was set in the morning, noon and afternoon respectively. In the morning, we only bought 2000 yuan because of the rain, and the rest of the performance will be changed from 5000 yuan to 8000 yuan at noon. Therefore, we need to improve the transaction rate and customer price in the afternoon; Secondly, the target data should be converted into action. If the target is not converted into action, it is tantamount to talking on paper. It should be converted into actual operational ability, and the target performance should be pursued through the action of the sales personnel at the front line of the terminal. In general, performance comes from display optimization product The person in charge of the terminal diagnoses the symptoms or weaknesses of the terminal according to the observation and assessment of the knowledge, sales skills, and personnel status, and then fixes the deficiencies of the operation to improve the performance.

2、 Goods as the king, establish a sales system with goods as the core

Many businesses, when doing terminal business, have always stressed that performance is more important than profit. They always call for more performance to earn more money. However, they do not know that profit, in addition to performance, also plays a decisive role in goods. In a real sense, goods are the great power that dominates the life and death of profits, and goods are the real king of profits. To effectively improve profits, there are three reference methods:

1. Analyze goods and find target customers. At the annual order meeting, many manufacturers are too busy to prepare the order meeting as grand as the bride to be married. Star rated hotels, delicious meals and star appearances have become the signature dishes. When the dealer was excited, he walked into the ordering meeting, but he was like a lost lamb. He did not know what kind of goods to take, and could not grasp the straws to save his life. The reason was very simple. There was no historical sales data for reference, and he did not analyze the goods. After a year, I don't know which goods are easy to sell and which are not. As a terminal, the type, size and color of goods sold should be analyzed. The consumer groups of each terminal are different, and the goods sold also have similarities and differences. It is necessary to clarify the proportion of goods consumed by customers and each item. Summarize and analyze data according to the situation. Data is a powerful weapon for voice. Then take these data as the basis, participate in the order meeting in a prepared manner, rationalize and scientize the order category and quantity, and "buy rice" for the manufacturer according to the customers' "food", so that the goods will not be squeezed into mountains and sighs. 　　　

2. Goods promotion, indigestion inventory. All businesses shake their heads at the bad stock, which is like the shell of a snail, hindering the speed of progress. From the perspective of profit, the non-performing inventory is like invisible opium, which deprives the profit layer by layer. The non-performing inventory has not been digested in time, and it has been overstocked until next year, and then it will be sold at the lowest price. Besides the storage and transportation costs, the profit is like the firewood that sucks up the water. Similarly, the goods that are easy to sell are not enough, and those that can make money cannot earn, and those that cannot earn always lose. So how to achieve effective profitability? This is closely related to promotion. Promotion is a method adopted by the terminal to improve performance. A good promotion is like a knife with a long handle, but a bad promotion is self mutilation. Many businesses do promotions and do everything Goods All of them came to do a big job. It was better to sell than to sell. They unified discounts and jumped prices to increase sales. As a result, the sales that were good were very good. The sales that were not good were still in place. There was no targeted promotion. The promotion of goods with large inventory, strong promotion and benign inventory should be stopped. When the inventory reaches a reasonable level, the promotion can be weakened or stopped. Sometimes the weather changes will affect the sales of products. If it is difficult to sell, it will be easy to sell immediately. We will develop a reasonable promotion plan according to the weather to reach a balance between inventory and sales. To achieve balance, it is necessary to develop a schedule for the sales out rate. Within a clear sales period, the sales out rate to be completed is not completed in time or is far from the target. The following three points can be considered: ① personnel incentive, use the main force of terminal shopping guides to promote unsalable products, punish those who do not complete it, and reward those who complete it; ② Adjustment of display: expand the area of display of defective inventory at the terminal, match and highlight display colors; 3 Advertising tips: When the promotion ads are posted, the ads must be eye-catching, so that the customers can be clear and stimulate their desire to buy. 　　　

3. Goods profit, create profit products. As the saying goes, "Catch the king first when you catch the thief." If you get rid of the king, the rest of the young shrimps will fall into the trap. Similarly, we should also focus on the main products to make profits. Many businesses have worked hard for a year at the terminal, but when making annual summaries, they do not know which products make money, which do not make money, and where profits come from and where they lose. Not all goods make money, so we should focus on profitable products, reward such customers more for contributing products, make them loyal customers, and provide more additional services for profitable customers with strong consumption power. For example, flowers are sent to customers on their birthday; When the weather changes, SMS will remind you to add more clothes to keep warm. In addition, guide the shopkeepers in the store to establish personal relationships with profit customers, be friends, let profit customers always be loyal to your products, trust your sales staff, and profit will follow you. The author has developed a method of cultivating class customers. First, he established customer files and divided customers into three types: special price customers, fair price customers and profit customers. For special price customers, he tried his best to cultivate and guide them to the stage of fair price consumption, and the fair price customers guide them to the level of profit, so as to gradually achieve a high sales profit rate. The stronger the contribution of customers, the more solid the foundation of the terminal is. It can be said that the greater the contribution of customers, the farther the terminal can go.

Faced with a fierce business war in the smoke filled shopping malls, who is in charge of the ups and downs of the big business? It depends on who can dominate the performance of the terminal and grab more profits. It is necessary to have a good business philosophy of "terminal is the point and goods are the king" before you can stand in the market and gallop in the business war.