Xicheng Mall Has Been Upgrading Clothing Matching Skills Or Stimulating Consumption Points.

The survival environment of the traditional commercial entity terminal is facing many problems, such as pavement rents, labor costs, advertising campaigns, water and electricity decoration and so on. Operators will invest a lot of money and energy every day, and the effect is not necessarily good. Customers' eyeballs are becoming more and more critical. How to do this? This clothing store on the road of Chong Ning has given a suggestion that we can try: according to the needs of different consumers, we should emphasize individuality and detail service so as to make the service more convenient and efficient.

In early 1990s, Professor Joseph Nai of Harvard University pioneered the concept of "soft power" (SOFT POWER). Once the concept of "soft power" has been put forward, it has been actively responded to in the business community. It can be said that at present, the physical terminal of traditional commerce is not lost to the market, not only in the competitiveness of products, but also in the competition, and the "soft power" of service.

A few days ago, a clothing store at the entrance of Chong Ning Road attracted 5000 people's attention. And in the mall, some women's clothing brands have started to use LED screens, providing N choices for customers through model pictures. Xicheng is willing to pay more and more women, but how to dress has become a new knowledge to test business. In the face of fierce market competition, some businesses have begun to shift from hard strength to soft power to find new consumption stimulating points.

　　 Clothing businesses pay more attention to teamwork.

stay Xicheng A high-end women's clothing counter in a shopping mall found that whenever a customer came in, the salesperson would go to a piece of electronic display on the wall before recommending the new version of the season, and would click on the screen just like the tablet PC. Reporters saw that the screen has a variety of choices such as shirts, sweaters, trousers, dresses and so on. As long as you click, you can see hundreds of matching combinations. Customers just need to stand in front of the screen and browse the various models of the model to pick out their own satisfied styles and try them on. In the past, customers were generally referred to the salesperson's own opinions, or some advertisements and celebrity demonstrations put in by fashion magazines. The salesperson told reporters that the demonstration sections of these pictures are all professionals, offering customers a variety of choices, which will be more professional than salesmen. The salesperson can only give some additional opinions based on the temperament, age and work of the customer.

In addition to the efforts of the mall to serve customers, some high-end clothing stores also pay more attention to their skills. In Chong Ning Road, a small shop has set out a monthly salary of 5000 yuan to recruit clothing guides, the main task is to make clothing display and help customers to match clothes. However, this seemingly effortless and relatively high paying job is not something everyone can do and needs some fashion work.

　　 Salesmen pay more attention to sales than professional guidance.

Many consumers reflect to reporters, often in some stores encounter salesperson excessive enthusiasm or shopping guide is not professional and so on. Frequent shopping malls High end women's wear Miss Huo, a member of the public, was very impressed. "Every time I walk into the ladies' clothes counter, I feel that some salesmen are very professional and sell only. Some salespersons are not good at themselves, and they can't trust customers from appearance. " Miss Huo hopes that businesses can provide the same guidance service as the brand grade. After all, these women's suits can easily be matched by thousands or even tens of thousands of people. If the salesmen provide the wrong guidance, they will spend money wrongly.

Anne runs three high-end women's clothing stores, and she is carefully selected in every store. She is very sensitive to fashion, and of course the price is not bad. In addition to paying monthly wages, Anne will put more than 10 latest fashion magazines in the store every month, so that clerks can turn over and absorb nutrients when they are free, and can use them when giving customers advice. Anne has been implementing the concept of "not just selling, not selling expensive clothes", but rather moving the customers with professionally. "Some customers may not be interested in a particular item of clothing, but if experienced salesmen can match it well, they may give customers different feelings and will make customers feel that you trust easily, which will greatly increase the turnover rate and repeat purchase rate." Anne said.

　 　 collocation Skills or consumption stimulating points

At present, the Xicheng mall has been upgraded and brought many international fashion brands to the city, greatly improving the consumer's fashion. However, with the entry of a large number of fashion brands, higher requirements for the comprehensive quality of the salesperson directly facing the consumer are also required. An industry insider who has been doing business management for many years said that at present, consumers are indifferent to the overall sales promotion activities of the mall, and the sale of clothing matching has certain attraction to consumers, which is a great driving force for stimulating consumption.

"The quality of salesperson service is one of the core competitiveness of commercial enterprises." The director of the Oriental Shopping Center told reporters that the quality of the salesperson's team belonged to the commercial soft environment. From this point of view, the positioning of the brand has not exactly matched with the brand's positioning. But compared with a few years ago, the training mechanism and incentive system of various brands have matured gradually, and the salesperson's initiative, brand familiarity and communication ability with customers have been significantly improved.

It has been learned that some high-end shopping malls in Shanghai have already implemented the chief salesperson system, and consumers can enjoy the roll call service. In Wuxi, the high-end shopping centers such as big east have also worked with some fashion organizations to launch a short-term cross brand full-time guidance service. However, no shopping mall has normalized such services. Market participants believe that on the one hand, many customers are more willing to believe in their own eyes; on the other hand, the cost of full-time accompany shopping is relatively high. However, the industry generally believes that this personalized service will become a service competition point for the future market.