Clothing Dealers Should Be Good At VIP Marketing.

　　 market Competition is becoming more and more intense, and more and more sales methods are adopted. For example, at present, a large number of clothing dealers have adopted. VIP The main purpose of the VIP marketing is to bring more repeat sales. However, due to the lack of attractiveness of the VIP card incentive standards and the slow pace of product renewal, it is more important that the clothing dealers do not have the daily active marketing of VIP cards, resulting in the majority of VIP members who hold cards rarely visit the store two or three times a year. In this way, a large area of repetitive sales has become empty talk.

There is no doubt that the power of VIP card is enormous. We take a VIP card from menswear store to make a calculation: if a men's wear shop can launch the VIP VIP marketing in all directions, attract 1000 VIP members to buy products repeatedly, attracting 1000 yuan in spring and summer, 2000 yuan in autumn and winter, that is, 3000 yuan per year (this figure is not very high, the general number of T-shirts and casual pants, and one or two winter clothes are up to or even exceed the quota). Obviously, this is the charm of all round VIP marketing. But such a beautiful thing is something that many clothing dealers can not reach at present.

Obviously, problems are always solved. Under such circumstances, how can apparel distributors quickly put the VIP marketing on the right track under the premise of controlling the operating cost, and strive for the sales performance of a single store to exceed 3 million yuan or 5 million yuan? In view of this problem, Shen Haizhong, the founder of the dealer's sales tutor and dealer portal network, suggests that the majority of garment distributors can carry out the efficient operation of VIP marketing from five aspects. The details are as follows:

First, pay attention to VIP marketing and make preparations.

Obviously, there is no owner of the business or dealer to the VIP. Marketing With the highly valued and comprehensive support of the work, the series work of VIP marketing can not be effectively carried out. This is the most basic point, that is, first of all, require the boss of an enterprise or dealer to attach great importance to and fully support the marketing and operation of VIP in franchised stores. The second point is to determine and pay for the monthly VIP marketing and operation costs, ranging from 1000 yuan to 5000 yuan (according to the actual reward content, generally 1000 to 2000 yuan). The third is to set up a VIP marketing execution team, usually by the store manager or deputy manager as the executive team leader, and one or two clerks can work together. This is the preparatory work for garment distributors before they can efficiently launch VIP marketing.

Two, the scientific definition of discount discounts.

The establishment of preferential discount standard is the basic work of efficiently developing VIP marketing. The so-called discount discount is a way that VIP members can get the product discount directly every time they enter the shop. This way is the most valued consumer's point. Therefore, clothing dealers should attach importance to the setting of the discount discount standard for VIP cards. Obviously, in order to realize the attractive discount of VIP card and the reasonable increase of discount rate for several years, when setting up the discount discount for VIP card, clothing dealers should combine the characteristics of the product price, the repeated purchase times of the product regular year and the profit margins of the products to set up the scientific benefits.

Generally speaking, the first discount for VIP card can be set at 10% off or 12% off, and if it is 85, it will be more attractive. When sales volume totaled 3000 yuan, it could be upgraded to 15% off; when sales totaled 5000 yuan, it could be upgraded to 17% off; when sales totaled 10000 yuan, it could be upgraded to 20% off, and so on. Due to the differences in product prices, product costs and profit margins, the setting of discount discounts should be scientifically formulated according to the actual situation of clothing distributors selling products. There are two principles: one is to attract the participation of VIP members efficiently; the two is to fully protect the interests of the manufacturers.

Three. Scientific formulation of integral reward standard.

Obviously, apart from giving preferential benefits directly to VIP members, the clothing dealers should learn to give "VIPs" to VIP members, that is to say, take integral rewards, so that VIP members will try to buy the brand products in order to get extra gifts or preferences, so as to realize the repeated purchase of the brand products.

Needless to say, apart from setting up the corresponding points, the clothing dealers can achieve the VIP card purchase discount upgrade, and can also adopt other bonus points. For example, how many prizes can be gained, or how many prizes can be obtained, or how many VIP members can purchase thirty percent off of the product within 500 yuan. Therefore, the clothing dealer should determine the details of the bonus points and the reward gifts in accordance with the year, and make promotional leaflets or promotional cards, so that the VIP members can choose to buy the brand products repeatedly for the sake of getting a gift.

Similarly, when formulating the award standard, the clothing distributors should combine the characteristics of the product price, the repeated purchase times of the products and the profit margins of the products one year, so as to have strong attraction for the VIP members, and will not affect the profits and long-term sales of the manufacturers themselves. In this regard, clothing distributors should pay great attention to dealing with preferential discounts and bonus points, and scientifically grasp their "degree".

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Four, comprehensive planning of daily interactive sales.

Clothing dealers do well in the VIP card discount discount standard and integral reward standard, these two major tasks are the premise to effectively activate VIP card frequently. These two jobs are also much more work done by most clothing dealers. At the same time, due to the product quality, brand influence, product price, product annual purchase times, discount discounts and other reasons, many VIP members seldom come to shop repeatedly to purchase several products a year.

In view of this reason, clothing dealers should not only deal with the work of product quality, new product updates, product prices, etc., but also take the initiative to engage in interactive marketing of VIP VIP members for a long time -- take the initiative to attract and invite them to the store (more Shen Haizhong's marketing chapter, please search "Sina Sina blog" click on related columns to read) to understand new products and purchase products. In this way, the majority of VIP members will have a better understanding of the brand and products, plus active marketing and discount discounts, which will attract more VIP VIP members back in the arms of this store.

Therefore, clothing dealers can adopt a variety of interactive sales methods at the same time, such as monthly incentives, birthday special, quarterly awards, ten strong awards, presence awards, internal preferences, and other interactive sales methods, so that VIP VIP members are firmly united around their own, and ultimately achieve gratifying sales and annual sales.

Five, VIP marketing implementation of the eight steps.

Do the above four aspects of work, then the real implementation of VIP marketing will be launched every month. Shen Haizhong, founder of the dealer's hot sales instructor and dealer portal network, suggests that the staff of the clothing distributors can carry out the actual execution of VIP marketing through eight steps. The VIP sales budget cost coincides with the third month, the list is determined, that is, the list of winners is determined according to the sales demand, and is generally determined by the store manager. The fourth step is to send short messages to all the VIP members' winning list and the contents of the prizes; the fifth step is to determine the time and place of the award; the sixth step is to get the distribution, that is, to pay the award; seventh steps, to increase sales, that is, to guide the winning members to understand the new products and to purchase relevant products in the process of the award, and to analyze and summarize them in a eighth step, namely, to make a comprehensive analysis and summary of the VIP marketing work this month, to find out the advantages and disadvantages, and to formulate the next month's VIP marketing and operation. Specifically, the first step is to reward the content, that is, to determine the name and quantity of the prize for the VIP marketing this month; the second step is to calculate the cost of the prize according to the name and quantity of the prize, and to calculate the cost of the prize.

There is no doubt that clothing distributors can spend a small amount of money every month through a full range of VIP marketing. However, after months of insistence, all VIP VIP members can be mobilized vigorously to form a huge duplication of sales, laying a solid foundation for clothing dealers to achieve annual sales performance. Facts have proved that clothing distributors can make a VIP member spend 3000 yuan a year, which will be a piece of cake. Obviously, when the consumption sum of one thousand or two thousand or more VIP members in one year is accumulated, the sales performance is enough to shock the store manager, shop assistant and boss of any clothing store. Therefore, in order to achieve this brilliant sales performance, the vast number of garment distributors should make the VIP marketing operation work in a solid and beautiful manner, so as to make the huge sales performance a perfect reality. This is actually an excellent opportunity for the vast majority of garment dealers to move towards a brilliant career. We should cherish and make beautiful things.