The Business Dilemma Of Terminal Difficulty

Shopping malls are like battlefields. With the market sinking and targeting the two or three tier market, representatives headed by WAL-MART have been stationed in major cities. In Fujian, Xinhua has followed suit and blossom everywhere. Now there are more and more shops, and the competition of terminals is becoming more and more intense. The rate of entry is decreasing. Faced with the predicament of survival, merchants are raising their flag and moving their hands and feet. In order to compete for their achievements, they fight hard and fight hard to win a fortune. At the end of the year, they find that there is not much money left. They shake their heads, and sigh in a low voice: "business is hard to do!" In words, it seems that the terminal has entered a dead end. How can we break through the rebirth and how can we read business well? With many years of practical experience, I share with you how to break the terminal dilemma. How to open the bottleneck of profit? Here, I would like to share with you:

First, terminal is point. Establish Performance oriented fresh ideas

Terminal is the last link of product flow to consumers, and the production base of performance. Good terminals are like good hens, not only laying more eggs but also big ones. How can a hen laying an egg achieve excellent results? To overturn the traditional terminal operation, create a fresh way to enhance the terminal, effectively integrate resources, and enhance the image and sales power of the terminal, we should master the following three points:

1, activate terminal and establish consumer relationship.

Terminal is a thing, but it can be activated into human beings, and it is vividly exposed to consumers. This requires the role. Marketing Import them, establish a platform for consumer communication, and form effective interaction. Taking frog toothbrush as an example, by making cartoon characters, the frog family members are considered as characters: the family owner portrays a male uncle, representing male, with adult characteristics; Mai Tai represents women, has a sense of beauty, exquisite and capable, is interested in new things, pays attention to fashion but not too much trend; McDonalds represents children, has a lovely naughty symbol, has a lively and lively nature, but is very naughty and mischievous. Beautiful young people, a little petty bourgeoisie, like to dress up and dance; Rona ears represent youth, a symbol of popularity and coolest. He likes music and extreme sports, and has strong rebellious psychology. He likes popularity but pays attention to his personality. In this way, the brand personalities are vividly transformed into a story. The vivid product image is presented in the visual sense of the consumers, so that fresh and interesting products can be greeted by consumers at the terminal and attract attention. Customers who come to the shop see frogs, are actively calling for help, and can not help but establish a friendly customer relationship, so as to achieve the brand influence and the brand name purchase rate greatly improved. I also personally participated in the terminal activation of a children's clothing store. Before the operation of this children's clothing was not good, but with the help of pleasant goat elements, it effectively integrated the activation. The store changed the image by using the terminal packaging, and there was a happy cartoon goat with happy sheep, who shared the joy with the children 61. The gift of the shop was a pleasant goat gift, and the pleasant goat songs and videos were shown in the shop. At the same time, the joyful goat's interactive game was organized, which was deeply loved and concerned by the children, and the parents who stopped to stay were also ready to pay the bill.

Do a good job of activation terminal, but also with the help of the latest news or hot news, but also can focus on local customs and focus, grab the hot news, stand at the commanding height of marketing, when marketing has enough height, it will generate strong potential energy and have a strong impetus to the improvement of performance. 　　　

2, value-added terminal to avoid competition in price war.

along with shop As the price increases, the competition becomes more and more intense. Many shops, in order to compete for their performance, play a "price war" at all costs. They continue to discount products and make special offers. Although the number of sales has risen, their performance has not been satisfactory. Therefore, the author suggests that we should get rid of the price war and transform it into value competition. Not all customers choose low prices, but every customer should feel the "value". The author suggests that footwear companies can try to get rid of the competition of competitors and try to shoeshine free shoes to attract customers to enter the shop and experience this free service. In the process of shoeshine, the guide disseminate professional nursing knowledge, spread the "foot like tree roots", care for the feet as important as protecting the roots of trees, and advocate the taste of life for customers, and how to make shoes and clothing match well. Improve consumer awareness of beauty, so as to win the trust of customers. At the same time, when customers are moved by careful service, they pay more for their shoes.

While doing value-added services, we must make effective services. I extract two points for my colleagues' reference:

(1) free mode: provide value-added services for sale and provide free services. Pattern Breaking the promise that there is no free lunch in the world as a competitive advantage, attracting customers to enter stores and increasing popularity, thus converting popularity into business atmosphere.

Promoting sales: the ultimate goal of value added mode is to promote sales. If a value-added service can not be sold, it is not a successful mode. Then how can we improve our performance? We should directly link the links of value added and transaction to facilitate transactions. 　　　

3, the operation terminal, to create a scientific process.

To build a scientific operation is the only way for terminal operation to succeed. Operation is the key. Personnel are gateway, performance oriented goal management, combined with excellent terminal personnel to sell with full strength, establish a set of system of target management, so that the goal can stimulate the sales potential of front-line staff, so as to achieve the goals set. First of all, we must clarify the target performance, divide the annual target into quarterly, monthly, weekly, and falling to the day. One day is divided into three sales schedules: early, middle and late. We decompose the performance of the period to the responsible person, set the task according to the sales level of the shopping guide, and track the whole performance of the terminal according to the target data. When the partners of the terminal fail to fulfill the performance targets set, they must transform the pressure into power, and organize the analysis of the reasons for failing to achieve the goal at the regular meeting that day, and find a breakthrough. Take an example to illustrate: today's performance target has been set at 15 thousand, and the morning, noon and afternoon have set 5000 yuan. In the morning, only 2000 yuan has been bought because of the rain. The rest of the performance will be changed from 5000 to 8000 yuan at noon. Therefore, in the afternoon, we should raise the turnover rate and the unit price of passengers. Secondly, we should translate the target data into action. If the target is not turned into action, it should be translated into practical operational ability and catch up with the target performance through the action of the sales staff at the terminal. In general, performance comes from display optimization. product Knowledge mastery, sales skills, and personnel status, etc., the terminal responsible person based on observation and assessment, diagnosis of the terminal disease or weakness, and then aiming at the problem, the right remedy for the lack of repair operation, to enhance performance.

Two, goods are king, and the sales system with goods as the core is established.

Many businesses, when doing terminal business, have always stressed the need to make profits even more. They always shout big business and earn more money, but they do not know that profits are not only a good achievement but also a decisive factor. In the real sense, goods are the main power to dominate profits, and to win and lose. Goods are the real king of profits. There are three ways to improve profits effectively.

1, product analysis, looking for target customers. At the annual ordering meeting, many manufacturers are very busy, ordering the order to be as grand as the bride to be married. Star rated hotels, delicious meals and star appearances have become signboards. When the dealer is in the heart, he goes into the order hall, but looks like a lost lamb. He doesn't know what kind of goods he can take. He can't catch the straw that helps save life. For a simple reason, there is no reference historical sales data and no analysis of the goods. After a year, I don't know which goods to sell and which to sell. As a terminal, the type, size and color of the products should be analyzed. The consumption of each terminal is different. The goods sold also have similarities and differences. It is necessary to make clear the proportion of goods consumed by customers and the proportion of each item, and make a summary and data analysis according to the situation. Data is a powerful weapon for making the right to speak. Then, based on these data, we will prepare to participate in the order meeting, rationalize and scientifically order the quantity and quantity of the order, and buy the rice for the manufacturer according to the "meal quantity" of the customers. 　　　

2, sales promotion, indigestion stock. Bad stores, businesses are shaking their heads, this is like the shell of a snail, impeding the pace of progress. From the perspective of profit, bad stocks are like invisible opium, which deprives profits one by one. Bad stocks are not digested in time, until next year, they will be reduced to the lowest price and sell at a low price, and the cost of warehousing and transportation will be removed. Profits will be like the firewood that sucks up water. In the same way, goods that are sold well are not enough, they are not sold, they can not earn money, they can not earn money. How to achieve effective profit? This is closely related to promotion. Promotion is a way for the terminal to improve performance. Promoting sales well is like lifting a knife. It is self destructive behavior, but many businesses do promotions. Goods All of them have to work hard to sell well, sell well, sell the same discounts and jump prices, and sell well. We should make a big promotion for the large inventory, promote sales of goods with good stock, and stop it enough. When the stock reaches a reasonable level, we can weaken or stop the intensity of sales promotion. Sometimes, the weather changes affect the sales volume of the products. If the sales are not good, they will sell immediately, and make a reasonable sales promotion plan according to the weather to achieve a balance between inventory and sales. In order to achieve a balance, we must make a progress plan for the sale rate and make sure that the completed sales rate is not completed in time or within a definite period of sale. The three points can be considered: (1) the incentive of the staff, selling the unsalable goods by the salesperson of the terminal, the penalty for not completing the punishment, and the completion of the reward; secondly, the adjustment of the display, in the terminal for the display of the bad inventory, the enlargement of the area, the collocation and prominence of the display collocation; 3 the advertisement prompts, when the advertisement is posted, the advertisement must be eye-catching, let the customer understand one side and stimulate the customer's desire to buy. 　　　

3, goods profits, create profit products. The custom says, "catch the thief first, capture the king", and fix the king, and the rest of the shrimp will go to the net. Similarly, we should grasp the main products of profit. Many businesses have worked hard in the terminal for a year. When we make a summary of the year, we do not know which products earn money, which do not make money, and do not know where the profits come from and where they lose. Goods do not make money for all goods, so we should seize the profit products, reward the customers who have contributed products, build these customers into loyal customers, and do additional services to the customers who have strong consumption. For example, when the birthday is held, the flowers are sent to the customers. When the weather changes, messages are warmly reminded to add warmth and clothing. In addition, guide the shop guide to establish personal relations with profit customers, make friends, make profit customers always loyal to your products, trust your sales staff, and profits will follow you continuously. The author worked out a method of training class customers. First, we set up a customer's file and divide the customers into three categories: special price customers, parity customers and profit customers. We aim at training special customers, and try our best to train them to the stage of parity consumption. When the customer's contribution is stronger, the foundation of the terminal is more solid. It can be said how much the customer contributes and how far the terminal can go.

In the smoky shopping malls, we are facing fierce business wars. To see who can dominate the performance of the terminal and seize more profits, we must read a good business practice with "terminal as the point and goods as the king", so that we can get a foothold in the mall and compete in the commercial war.