Men'S Sales Experience Is Women Oriented.

Over the years,

The theoretical influence has always been the spirit of "consumer centered" marketing theory.

Only after observing the consumption habits of customers in recent years did we realize that there might be some misunderstanding in this argument (at least in men's wear).

Because men's clothing buyers are rarely the wearer themselves, or more accurately, men's subjective decision to purchase is very limited, so that the sale of the "women", a person who does not need to consume men's clothing for life.

After finding this phenomenon, it is really painful. How many years did the old man miss me?

In fact, as early as 98/99, when I was in charge of a brand men's clothing store in Hangzhou, a phenomenon has been discovered, that is, women buy more clothes for men, and then men and women choose to buy clothes more often. Then, when a man comes to a store, he can only pay the money if he guides the buyer to the soup.

Heh heh, unfortunately, at that time, I was a hundred year old fan's motto, so he turned a deaf ear to this phenomenon.

Later, it was found that the more beautiful the shopping guide, the worse the business, and began to think that the shopping guide was too cold and colourful, and the effect was not very good after changing the MM with high affinity. In short, the more beautiful women in the shop, the worse the business.

Is it possible for a man to be afraid of a beautiful woman? No, not too! After careful observation, it is discovered that it is really the other half of a man (or a wife or friend). Once it is discovered that there are beautiful women in the shop, it is classified as a dangerous area. Since it is a dangerous area, the sooner it gets away, the better, and you want to do business well.

Do not believe it? I have market research as evidence:

The chances of a man coming to a store are about 20%.

Men have a shopping chance of about 5%, and most of them are under the age of 25.

The probability of shopping with a lady (or a lady with a man) is about 60%.

The chance of shopping alone is about 10%.

The shopping chance for women is about 5%.

Men and women have a good chance of shopping in a large group of shops, with a minimum turnover rate of 5%.

This data is a comprehensive parameter of the three stores. A single area does not represent the whole country, but it can be found in a single spot, and it is believed that the data in the whole country are also much smaller.

At the same time, data are summarized to 5 or 0 for ease of statement.

From the above data, we can see that women directly or indirectly determine the proportion of men's clothing business accounted for about 75% of the proportion.

Ask a lady who is willing to bring her men to the side of MM which is much more beautiful than herself. Only to avoid it, it is very difficult for men to wear beauty guides.

Then analyze the psychological factors of men's clothing purchase:

First, most men buy clothes actually do not have many opinions, but they are sensitive to price.

Two, in terms of dress aesthetics, 90% of men will think that women are more aesthetically dressed, so they will rely more on their wives or girlfriends' choices when they buy.

Three, men dress on the one hand is the need for social interaction, but privately will be more willing to show themselves as props to the opposite sex. They all say that women are pleased with themselves. In fact, men will express themselves in order to please the opposite sex. Therefore, only one of the clothes is good or bad.

In this regard, the author has seen too many men prefer to listen to women's shopping guide recommendation, do not believe in their own vision.

Four, most men do not care much about their appearance. They do not have much enthusiasm for clothes. Instead, women are gifted in this field. When they look at their faces, they will not forget the appearance of the other half, especially after marriage.

Five, when a man and a beloved woman are together (lovers or lovers), the only thing left is obedient.

To sum up, do you say that the decision to sell men's clothing is not a woman? Let me say that women are the main customers of men's clothing.

Therefore, when we start the marketing work with the consumer as the center, the original idea deviated from the customer demand track and took a lot of detours.

Now return to the theme: Men's clothing sales - women oriented!

How to develop?

First, advertising campaigns should be aimed at women, and advertisements should make women heartbeat. The spokesmen of images should have the destructive power of young women. Women will fantasize that if their men wear this dress, they will become pan an second.

In this way, most of the success is also achieved.

Two, while emphasizing the atmosphere and masculinity, the store design should take into consideration women's aesthetic standards. Attracting women into stores is much more useful than attracting men.

Similarly, background music is also the same.

Three, rest area must focus on women's preferences, remove the ashtray, change fruits and delicious chocolates / snacks / sweets, etc.

If you keep the ashtray, you can also put a box of ladies' cigarettes on the side.

Four, the VCD of the store can play some women.

Information, such as makeup / Beauty / health / fashion, etc., similarly, the rest area reading also need to put more women's books.

The general purpose is to keep women as much as possible, so that men who have the same time have enough time to try on clothes and increase the success rate of pactions.

Five, the focus of shopping guide should be pferred to women. Using the brush of "praise" and "identity" to do well in the relationship between shopping guide and general decision maker is not far away.

Six, it is emphasized that when a man is accompanied by a woman, do not pour sweet thoughts on the man's sweet words, or else he will finish playing.

If there are many beauties, there are many good words to speak of.

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Seven, if the conditions permit, recruit handsome male to two, one "eye"; two is to bear the burden of fitting model, to do a good job for women shopping services; three is men and women collocation work is not tired, can fully coordinate the work atmosphere of the store, all say three women a play, clean women team is very difficult to manage......

Off the subject, stop here.

Eight, women are emotional animals.

Therefore, when establishing customer files, we must pay special attention to leaving women's data. Her information is much more useful than men's. for example, a woman can be moved more easily than a man.

Nine, when promoting sales activities, especially buying gifts or discounts, it is best to focus on women's needs.

To put it simply, for example, if an umbrella is sent, a few men will like it. If the umbrella is made into a woman's plaything, the attraction will be different. When the woman sees it, she will like it. The probability of this paction is high. Ha! Ha! Another man can give an umbrella to a beloved woman after shopping, so she can get the favor of the woman without spending money. Why not do it again? Suppose that she bought a CD perfume for her men's wear. I think when a man gives her a gift, the woman will have more joy.

Ten, a woman's mouth is the best advertisement carrier in the world. As long as she is satisfied, one pass ten, ten Chuan hundred......

The popularity and reputation of the brand have been opened at once, and it is free. So men's clothing enterprises must attach importance to women!

They say women's hearts / needles.

Just like a woman's heart, it is changeable. However, as long as a woman grasped the heart of a woman, she could sail forever in the sea of the market.