Children'S Clothing Store Operation And Sales Analysis

nowadays Children's wear There are many marketing techniques for brand franchising. We can understand and master how to promote children's clothing. However, before we do this, should we first analyze how the customer purchase behavior occurs, so as to suit the remedy to the case? Customer buying behavior is not a momentary action, but it has already started before buying behavior, and it will not terminate after the purchase behavior is completed, so it is a complete series process.

The purpose of the salesperson's analysis of the customer's purchase procedure is to exert corresponding influence on each stage in the process of customer's purchase decision. The purchase procedure of customers can be generally divided into five stages:

　　 1. Cause

Customer purchase behavior begins with the need to generate. When a customer feels that his or her own needs must be met through the market, it will concentrate on the market to find the goods, and then the purchase behavior begins. At this stage, the salesperson should pay attention to: first, understand the potential or practical needs related to product category and brand; second: the different degree of satisfaction of this need at different times; and third: what stimulation will this need be caused. Only in this way can I skillfully combine my children's clothing sales skills, so as to hook up with the needs of customers.

　　 2. Collect information

If the demand is very strong, and the items that can meet the needs are easy to get, customers will immediately meet their needs. In most cases, the need is not immediately satisfied, or not immediately satisfied. This need must first enter human memory. As a necessary item for future needs, people need to generate attention, which may lead them to actively seek or receive information, so as to complete the psychological process from perception to conviction and make purchase decisions.

　　 The sources of commodity information or information are mainly in the following aspects:

　　 First: social sources

Including newspapers, magazines, television, radio, books and periodicals propaganda; family, friends and relatives, neighbors, classmates and other acquaintances on the price of goods, and so on.

　　 Second: market sources

It includes goods, advertisements, salesmen, packaging, merchandising, and related commodity instructions.

　 Third: experience sources

It includes the experience of the customers in their own manipulation, testing and use of the relevant products. Different sources of information have different effects on customers' buying behavior. Advertising, newspapers, magazines and so on are widely spread, but their credibility is low, and their customers have a lingering fear. Information from experience sources has a more stable impact on customer purchase behavior. Therefore, mastering the source of customers' information is helpful for the salesperson to formulate relevant sales strategies.

　　 3. Comparative assessment

Customers use the information and information obtained from various channels to analyze. Evaluate and choose, decide trade-offs. This is an important stage in the process of customer buying behavior, and also a prelude to purchase. Generally speaking, customer assessment mainly considers the performance, style, price, durability and after-sale service of the commodity. and commodity The performance is particularly important in the comparative evaluation. It often happens that the customers attach different importance to the performance of the goods. There is a certain gap between the established brand image and the actual performance of the customer, and the customer has a utility function for each attribute of the product. Most customers' evaluation process is to compare actual products with their ideal products.

　　 Therefore, salesmen can take corresponding countermeasures.

First, through advertising and publicity, efforts should be made to eliminate customers' inconsistent prejudices and change their brand confidence.

Second: change the importance of customers' performance to various products, try to remind themselves of the importance of the commodity's dominant performance, and arouse customers' attention to the performance of neglected products.

Third: changing the ideal commodity standard of customers.

　　 4, purchase decisions

This is the most important part of customer purchase behavior. After comparative analysis, the purchase intention is formed, which tends to purchase behavior. Customers must make purchase decisions before buying. Purchase decision is the general choice of many items, including what commodity to buy, what brand, what form, quantity, where to buy, when to buy, what price to buy, and how to pay? At this stage, on the one hand, the salesperson should provide customers with more detailed information about the goods so that they can grasp and understand them. On the other hand, they should make the customer's condition easier through service, and deepen their good impression of the merchandise.

But purchase intention does not necessarily lead to actual buying behavior. It will be influenced by other people's attitudes and unexpected environmental factors. For example, family members or relatives and friends, such as unemployment, or unemployment, all kinds of foreseen risks will make customers modify, postpone or cancel their purchase decisions. Therefore, when opening a children's clothing shop, the salesperson should try to understand the factors that make the customer hesitate and the factors that cause the risk perception, so as to remove obstacles. reduce Risk makes customers make the final purchase decision.

　　 5. Feeling after purchase

This is the stage in which customers produce various ideas through the use of purchased goods, and examine and reflect on the whole purchase behavior. If the merchandise is expected to achieve the desired effect in real consumption, it will feel good after buying, and will also confirm its purchase behavior, and vice versa. This feeling affects the customers around, and leads to more people buying or preventing others from buying the product. Therefore, the quality of buying experience has a great effect on whether the customer continues to purchase and the publicity influence on the purchasing behavior of the surrounding customers. The salesperson should promptly collect the feedback information collected from customers after purchase and use, timely service and satisfaction.

If the owner of the children's clothing store can grasp the customer's purchase behavior in time, then the targeted sale will surely achieve better promotional results. Of course, analysis is only a foundation and a reference. If you want to combine with the actual sales situation of the store and then do sales planning, you can get twice the result with half the effort.