Every Trick Has Changed The Marketing Mode.

Popularly speaking, if we build a storefront, we will attract more consumers to enter the shop unconsciously. Only when we enter the shop can we produce consumption behavior.

How to expand the number of shops scientifically and effectively? How to improve the profitability of single stores through management? Such as customer orientation, shop location, shopping guide training, pricing strategy and so on have all become specialized knowledge.

Susi shares: passionate and harmonious

team

Business situation: in recent years, the market share of "Susi" silk has been increasing, and more than 50 Susi franchised stores and agencies have been opened in the second tier cities of the country, and good economic benefits have been achieved.

In the first half of this year, the sales of finished products such as silk, home textiles, clothing and so on in Susi stores and agencies increased by 38.2% over the same period last year.

Su Si shares in the single store management work, first of all, from the standardization of store and shop design, the newly opened stores, agencies, store and shop design are unified design, unified supervision and decoration by the company's advertising department, forming a unified and standardized pattern, fully displaying Susi's first-class brand image, giving customers the first sight and unforgettable visual impact.

We should conscientiously do a good job in job training for employees, organize special personnel to edit and print the "Su Si store service manual" carefully, including the company's basic profile, Su Si product introduction, silk knowledge, Susi store management regulations, staff post responsibilities, staff etiquette standards, staff management system, etc.

All new stores, agencies and company headquarters must be sent to specialists for professional training.

Catching in time

Information, to grasp customer demand in different periods of consumption.

Adhere to the daily sales information submission system of each store, use housekeeper and other management software to inform the headquarters of the store's sales situation and product supply and demand on the basis of the computer network in time, and expand the market share of marketable silk products, reduce the stock and capital occupation of a single store.

Susidian stores have a flexible grasp of the sales mode. While doing daily retail sales, they use all kinds of relationship resources to attack the buying of government organs and enterprises and institutions, balance the interests of customers, stabilize existing high-quality customers, and open up new customers.

The company insists on the principle of advertising wherever it goes and fully applies the publicity media and activities such as outdoor advertising, television, newspapers and periodicals, product fairs and brand promotion.

We should strengthen team management, establish and improve the incentive mechanism, set staff salaries and salaries, be responsible to people, reward and risk clearly, and form a sales team with sales enthusiasm and solidarity and harmony, effectively promoting the sales performance of individual stores.

All salesmen can do a good job of quality service, form a good pre-sale, sale and after-sale service system, set up a good brand effect of susier, stabilize a number of fixed old customers, and continue to add new customers through word of mouth, thus ensuring the steady growth of product sales and economic benefits.

Special correspondent Xu Jun

Red bean group: even and not chaos, lock but not scattered

Business situation: a few days ago, the red bean Hodo image men's clothing opened another shop in Jilin. Because the storefront is in the commercial center with large traffic volume, and the product design is excellent, the turnover on that day will break through the highest record of the men's clothing chain monopoly.

The goal of Hodo menswear is to set up 4500 stores as soon as possible and become the first leading brand in the industry.

In recent years, the company Hodo

Through the form of "self run + Affiliate", the brand has established more than 1330 stores in the whole country, and has established ERP platform and logistics distribution center.

Zhou Haijiang, President of the red bean group, put forward the requirement of "five modernization" for the red bean clothing chain monopoly.

One is the professionalization of talents.

What qualities do shopkeeper need? What knowledge do shop assistants need to master? They are professional quality and knowledge.

A salesperson who lacks responsibility and has no passion for work can easily offend a customer or even destroy a business without any trouble. Otherwise, he will make a customer who has no desire to buy produce impulse and consumption behavior, and leave a good "brand impression" and then become a loyal customer.

The two is product leisure.

What is leisure? There are two meanings: one is leisure in life.

The two is leisure on the job.

A piece of clothing can be worn on a business trip or at a meeting, and can also be worn when receiving customers. That is casual wear.

Nowadays, casual clothing accounts for a large proportion in the clothing market, which indicates that there is huge demand in the market.

The three is business standardization.

Zhou Haijiang pointed out that the purpose of the so-called chain monopoly is to unify standards so as to be connected without confusion and lock.

Not only the hardware facilities such as store design, decoration and display should be standardized, but also systems, culture and management software should be standardized.

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Four is management informationization.

The distribution of exclusive stores is all over the country. How to allocate resources efficiently and grasp the operation of each store in time is inseparable from information management.

The use of ERP, WMS and other information management platform can greatly shorten the intermediate links and distribution links of enterprise management, complete data sharing between enterprise headquarters and chain stores, and improve the efficiency of sales and operation of exclusive stores.

The use of information technology can strengthen the relationship between chain stores and enterprises, rely on accurate data analysis, formulate marketing strategies, and speed up the expansion of enterprises.

The five is the quality of stores.

Opening a shop requires speed and quality.

To deal with the relationship between scale and efficiency, it is better to open 1 stores to make profits than to open 10 stores.

Scale produces benefits, but it is built on the basis of profit, otherwise the larger the scale, the more serious the losses.

To improve the quality of stores, we must first choose a good storefront, how to choose a site and how large it should be.

Next is the store design, shop props display, this is the "face", must be good, choose the best, keep improving.

Huafang shares: factory run Department of the pformation experience Hall

Business situation: in June 1, 2012, Shandong Binzhou Binzhou textile Limited by Share Ltd could open more than 10 home textiles experience houses with thousands of colors.

The opening day of the experience hall attracted many visitors from local textile operators and domestic and foreign merchants. The first day, hundreds of shop products were sold out and signed more than 10 orders of intent.

Experience museum is located in the eastern part of Binzhou, which is called "cotton spinning capital" - the west side of home textile finishing workshop of China textile company.

The appearance of the home textile experience shop gives people a stylish and modern atmosphere. The layout of the museum is divided into regions according to its varieties, and the convenience of negotiation and rest is fully considered. The products also give people the comfort, fashion and warmth.

Before 2008, it was just a Sales Department of the finished products sold by the company's home textile product workshop. At that time, the products were extremely single. Only cotton, polyester cotton sheets, pillowcases and other products could not form a series, not to mention the brand. Fortunately, it was mainly dealing with some inventory products at that time, the product grades were not high, the prices had relative advantages, and the sales channels were relatively narrow, mainly in the vicinity of rural families.

In recent years, China textile company's capability in technological innovation and new product research and development has been increasing.

Under this strong support, they put the product brand into the agenda, which also boosted the upgrading of the home textile products shop.

After continuous enrichment, the home textile products market has gradually increased from the previous single product to three pieces, six piece sets, pillow series, quilted quilt series and other products. Raw materials from ordinary cotton fabrics to satin series, cotton linen series and high-end blended products, ranging from less than 100 yuan to several thousand yuan, the customer positioning gradually increased from the low end to the middle and high end, and sales revenue was 270 times more than 5 years ago.

Relying on the resources of home textile product experience Museum, China textile company has registered its own marketing flagship store on the Internet, and has realized the marketing mode of simultaneous sales of entity stores and online products. Customers can directly understand, pay attention to and purchase new products from China textile company through the Internet, which brings more substantial benefits to the store every month, and more and more audience customers, and more and more brand influence.

This year, we redecorated a new experience hall, and promoted a factory factory with its ugly appearance to a higher taste. With the help of Binzhou's international cotton spinning City, it became a window for China textile to absorb the brand information of bedding products, and also became a card for them to promote and display their brand image to the outside world.

Silk textile: who pays more attention to the high-end line?

Business status: the image of the silk shop is unified, and free training of shop assistants is conducted to enhance the profitability of the shops.

At present, the company has set up dozens of silk bamboo spinning shops in and outside the province, and the market influence is gradually expanding. The annual sales volume has exceeded 10 million yuan, and the products involve more than a dozen varieties, such as towels, socks, underwear, clothing and so on.

In recent years,

Product enterprises sprung up like mushrooms, and competition in the industry is fierce.

How to survive and develop continuously in the brutal competition? The silk bamboo spinning relies on the high quality product, develops the high-end market elaborately, carefully raises the sales shop, strives to expand the brand recognition, and the business performance continues to jump.

Set up stores and expand markets.

From the very beginning, the silk bamboo spinning has carefully cultivated its own sales channels. From the actual situation, the most preferential policy in the industry is not to accept franchise fees, no management fees, low discount and zero risk, and the best way is to facilitate franchisees.

Fine processing, better quality.

As the brand of the Silk Textile Co., Ltd., the silk bamboo spinning relies on the strong research and development strength of the silk industry, relying on the fine processing ability of the silk products, and makes great efforts in the style and quality of the products.

Establish the concept of "strive for excellence", implement the management concept of "100-1=0, pay attention to no matter what we do, do enough to do little things", do well in production management, and make every link meticulous and meticulous, so that we can choose the best raw materials and make the best quality products.

We must firmly grasp the production process and firmly grasp every detail of production so as to make the bamboo textile products of the silk textile industry take the lead in the same products and win the favor of consumers with genuine, economical and distinctive features.

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Take the high end and expand the influence.

In terms of sales strategy, the silk bamboo spinning industry insists on focusing on the high-end crowd and promoting mass consumption in the high-end market.

The silk textile has strong influence in the national textile industry. The main economic indicators have entered the top 50 of the national cotton textile industry for 11 consecutive years, and the comprehensive competitiveness has entered the top 20 of the national cotton textile industry, and won the award of the May 1 Labor award.

Locally, silk textile is the key backbone enterprise in the whole province and the whole city.

Relying on these favorable conditions, the silk bamboo spinning continues to step up publicity efforts, widely publicize the characteristics of bamboo fiber, and publicize the advantages of bamboo textile products, so that more people can understand bamboo fiber and bamboo fiber.

At the same time, with the extensive connections and strong influence of silk textile, we have entered the procurement scope of government, enterprises and institutions, and become the essential choice of high-end gifts and local characteristics.

Changshan group: starting from different tastes of consumers

Business status: in the central business district of Guang'an street, Shijiazhuang, capital of Hebei Province, the Changshan home textile franchise store, which has been in operation for 18 months, is attracting more and more loyal consumers with its unique brand products, such as C&S, IZI, and Changshan. Its sales performance is also very strong.

The Changshan home textile franchise store was established by the Changshan joint venture fund. The company fully exerted its strong cooperation with the top buyers of yarn, grey fabrics, fabrics and garments in the world, extended the industrial chain and realized seamless connection with the consumer terminals.

At present, the company has 15 registered trademarks, including "golden Changshan", "green bamboo" and "squirrel". Among them, there are 1 famous brand products in China and famous brand products in Hebei Province, 2 are the most influential brands in China's cotton textile industry, and 3 are famous trademarks in Hebei.

In order to enhance their international competitiveness, they have also successfully registered two trademarks of "c&s" and "izi" in Britain and Hongkong, respectively, on shirts and home textiles.

While focusing on brand promotion, Changshan home textile franchise store also started with different tastes of consumers, and launched basic, fashionable and fashionable styles on clothing styles, and subdivided into warm colors and cool colors on the color of home textiles.

They often carry on the training of merchandising knowledge and management, service skills and so on, so as to improve the service level and affinity of the shop assistants.

We should continuously strengthen the management of franchised stores' sales process, sales data analysis and application, and sales informatization.

On the existing sales channels, managers also dig deeper into the Internet consumer market, actively expand e-commerce, and form a complementary combination of online and offline businesses.

Fashion packaging and genuine products are also favored by government departments.

Nowadays, the Hebei provincial government, the Shijiazhuang municipal government, the provincial people's Congress, the Municipal People's Congress and the related enterprises have taken the Changshan stock brand products as the first choice to give guests and reward their employees.

Hongcheng group: the price follows the "handshake promise".

Business situation: since this year, Shandong Hongcheng group has been focusing on developing the auxiliary function of single store while grasping the main channel sales, and gradually created a new pattern of "main and auxiliary" sales to work hand in hand to expand the market.

In the first half of the year, the company achieved sales revenue of over 7 yuan in single storefront, occupying a place in the market.

In order to expand the market share, Hongcheng chose to establish a Hongcheng store in densely populated, well-developed and convenient pportation areas, mainly engaged in high-grade bedding, yarn dyed fabrics, and so on.

In the sales practice with the market customers, the single shop sharpens the personalized characteristics of "two roles" and "three advantages".

The so-called "two roles": first, as a marketing window for enterprise products, directly facing the end consumer customers, playing the role of publicity, promoting products and enhancing reputation; two, we will timely introduce the latest and new varieties of high-end products to the market and play a leading role in fashion.

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The so-called "three advantages": first, the store is located in the bustling center, with unique geographical advantages.

Second, it has price comparative advantage.

Store sales products compare the same products with quality, compare the same quality with price, compare the same price with credibility.

And with the change of the cost level, adjust the price of products at any time, follow the "handshake promise", and ensure that the enterprises and customers will gain a "win-win" effect.

Third, it has market advantages.

After years of hard work, the single store already has a long-term stable customer base, and with the continuous expansion of business, customer groups continue to extend and radiate to the surrounding area, the effect of large market will be better displayed.