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Three Trends Of Underwear Shops

2012/12/8 14:44:00 56

underwear store development has three trends: professionalism, customer membership and intensive sales promotion.

underwear store development trend of shopping guide specialization

on the professionalization of shopping guide, we mainly talk about training and guiding the underwear industry to become a professional analysis and train of thought.

a survey has shown that over 90% of women in China do not know how to choose underwear. Someone needs to introduce and help them choose the right underwear.

Therefore, under the circumstances that the consumers are not enough, it is more necessary to guide the employees to be professional enough.

1, training < a href= "http://www.91se91.com/pioneer/" _xhe_href= "http://www.91se91.com/pioneer/" > professional guide < /a > trend

1, industry trend

there is a famous saying: "people without me, people have me new, people are new and I am cheap, and people are cheap, I turn", which is competition differentiation and continuous pformation.

Market competition will continue to develop, and it is also the development of product competition. There are many reasons that affect product sales. In different stages, the proportion of different attributes occupies a different proportion. For example, ten years ago, the influence of the brand was not big, and the product was better or worse, but the reputation of the brand after ten years was more important.

When the supply exceeds demand, the shopping guide is not important, but now the brand is more and the supply exceeds demand, the shopping guide is becoming more and more important.

But competition is often changed from inactivity to activity, because it is easy to imitate activities (such as products) that can not be moved, and it is difficult to imitate activities (such as shopping guide). Nowadays, the development of the industry has become the focus of training.

2, shop trend

we often see the evolution of competition in a region. From the competition of previous underwear stores, we have begun to make brand names, update store images and promote sales activities.

A regional competition from strive for differentiation to gradual homogenization, you have me, you have bigger area, bigger brand, smaller brand difference, product homogeneity, image difference, promotion is often done.

Sometimes it can be seen that a brand of a street opened 3 branches, the same as the goods, the area was almost the same, and the sales volume of some shops was quite different.

Shop management level is a major factor, shopping guide sales ability has also become the focus of attention.

When the product differentiation becomes more and more small, the role of shopping guide begins to be taken seriously. Everyone starts to train professional guides, and a large number of training works of enterprises and agents start. In order to compete, shop owners ask for guided shopping and continue to learn and constantly improve their professional level.

3, customer trend

the development of society is to satisfy people's growing material and cultural needs, and there is demand to promote development.

Many foreign brands will suffer from acclimatization in China, but their products are good but not easy to sell.

Beijing's admiration and Manifen's performance in Shenzhen is better than many foreign brands. The important reason is to understand the consumption characteristics and consumption needs of domestic consumers, and the products designed are more suitable for Chinese consumers.

Meeting the needs of customers is also the direction of marketing research. At present, there are differentiated competition modes and convenient competition modes, which are all meeting the needs of consumers.

Customers bought a lingerie from the initial ten yuan to more than 100, or even hundreds of thousands of yuan, the change is very big, so the store image, environment, brand, shopping guide has put forward higher requirements.

Customers spend more money to buy more suitable products and enjoy more professional services.

How can the product performance be reflected? How can the service be intimate and comprehensive? These are mainly manifested by the shopping guide.

Does the shopping guide introduce product characteristics? Do you recommend suitable products? Do you have good etiquette? What is the professional knowledge? It is an important factor to promote purchase, and also a basic requirement for customers to guide shopping. A low professional guide can hardly meet the needs of consumers, and customers also require more professional guides to provide quality services.

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4, shopping guide's own trend

Less than P, shopping guides are individuals and individuals compete equally. Especially in a shop, there will be more than one shopping guide. There is a big gap between professional and unprofessional sales performance, strong income will be higher, more opportunities will be promoted, poor sales revenue and low income will also be eliminated.

If a new branch is opened, who is better at the job of internal competition, who is better, whose sales ability is stronger, and the possibility of obtaining a manager's job will be greater. Therefore, no matter from sales revenue or promotion, it is closely related to the professional degree of the shopping guide, and the boss is willing to give more opportunities for loyal and capable shopping guide, which will help the shopping guide to improve their professional level to meet the requirements of competition.

two, shopping guide comparison

1, shopping guide of developed countries

in Japan, consumers can feel that there are great differences between developed countries in underwear shops and domestic ones, mainly in the following aspects:

A, the degree of enthusiasm is well controlled, there will not be a continuous recommendation of customers when they enter the shop, but when customers stop in front of the product, the shopping guide will be introduced immediately.

B, shopping guide recommended products and fitting clothes are very patient. They are responsive to customers' inquiries.

C, when recommending and introducing products, we should pay attention to the tastes and feelings of customers and have rich experience or frequently analyze the characteristics of customer consumption.

D, fast action, the location of products and inventory is very clear, there are certain skills in inventory management, fast action can be small to personal habits, but also to the national habits.

E, team cooperation tacit understanding, in the reception of customer sales, there are main and Deputy points, deputy selling hands with the main selling hand.

F, operation flow and proficiency, which is very common in developed countries, is also a basic requirement for shopping guide personnel, and is completely achieved through training and practice.

The key is where the process is, who will train and how to achieve the training effect, which is what we lack at present.

G, with rich knowledge of clothing collocation, this is the advanced knowledge stage of shopping guide.

The match between underwear and outer garment is very important. Some shops display underwear and outfit uniform display, and outfit shows people's inner temperament. This is also an important signal for shopping guide to recommend suitable underwear.

H, polite language, Japan is a country with many etiquette, polite language is more normal, in the domestic polite language many customers will not resent, but polite language is relatively lacking.

I, shopping guide clothing is uniform, clean, neat and highly professionalized. This is very important in other industries in China, but the importance of underwear shops is generally.

2, shopping guide of other industries

from other industries, there are certain requirements in terms of professionalism. For example, the 4S shop has a strong dress code, strong professional knowledge, driving and sweet appearance, and has generally formed a systematic training system.

Compared with underwear shopping guide, their requirements are much more professional. This also shows that we have to build professional guides to sell products better.

Let's look at the beauty industry again. I believe that without that guide, we have not been trained to go to work. The beauty industry is also a profession with relatively high professional requirements.

The development of the beauty industry is much longer than that of underwear. The training and management of the beauty industry is worth learning from underwear, because the main consumers are women.

In contrast, the overall quality of the shopping guide in the beauty industry is higher than that of the underwear shopping guide. The excellent talents flow more to the beauty industry, which is related to their high profits, generous income and generally accepted by all of us.

Underwear industry has not been developed for a long time without systematic training and management. Many people are unwilling to engage in underwear sales. Training professional guides is no longer the responsibility of shops, but should be promoted and guided jointly by enterprises and industries.

3, underwear industry shopping guide

at present, the quality of shopping guide in underwear industry is very worrying. Many shops are still selling their own goods by the boss, or employing one or two helpers, usually in the form of fixed wages, and some of them have introduced the royalty system.

But in general, store management can not be institutionalized, operate arbitrarily, shop area is small, wages are low, shopping guide has no desire to learn, can not see the hope of development, sales skills and professional knowledge are scanty, and is not very familiar with brand.

Shop oriented shopping guide is the direction of training, and the trend is irresistible.

Shop owners only provide excellent talents with outlets to develop together, otherwise shops will be easily eliminated by market shuffling, because your practice does not conform to the trend.

Shop professional shopping guide is used to train shop managers, is used to open branches to become shareholders, but at present many shops do not want to cultivate shopping guide, do not cultivate shopping guide, only relatives guide shopping, we should first let a number of excellent terminal shopping guide professional, set up a sample version, and then lead people who know the future.

three, the important role of shopping guide

1, image ambassador .

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remember a business trip, the first consumption was "slaughtered" a pass, then I have no interest in this province.

What's the reason? It's the first impression.

Similarly, the shopping guide represents a brand and store image. If the shopping guide offends the customer, the customer will lose interest in the brand. He may never choose this brand or enter the store, and sometimes she will spread her awareness of the brand to the surrounding people.

Customers trust the brand through shopping guide, so even if the shopping guide can not sell the product, it has to leave a good impression on the customers.

2, propaganda Ambassador .

confidence comes from understanding. The vast majority of customers do not know the underwear brand and product characteristics that they want to buy, but do not understand the situation of the company and the store.

If we have a better understanding of brands, companies, shops and products, we will naturally enhance customer confidence.

Therefore, the guide is well aware of the characteristics and brand of the product and keeps it in mind.

3, information Ambassador .

the information on the first line of the market is the most authentic and practical. Enterprises often arrange designers to go to the terminal to conduct market research and collect information feedback from consumers.

Because shopping guides introduce and try products to customers every day and know which ones need improvement. This is an important source of information for product improvement and innovation.

4, underwear consultant .

this is the most important part of the shopping guide. We should master the professional knowledge of underwear, sales knowledge and etiquette knowledge, skillful movements, professional language and intimate service, so as to carefully recommend suitable underwear for every customer.

Personally, the name of the shopping guide can be changed to an underwear consultant, so that the expression is more accurate and professional.

The name of the underwear consultant clearly tells you that you have to learn what the consultant must learn, or you will not match the name of the consultant.

If you don't understand anything, you can only help customers with products, which can only be a store product keeper's role. Obviously, it is not competitive. At present, there are many shopping guides in underwear stores.

5, store manager

shopping guide can not only sell goods, but also tally, and display, and order, and so on. There are a lot of work to do. There are often only one or two shopping guides in a small shop, and large shops also have division of labor.

Shopping guide is responsible for a circular process from order to management to sales.

An excellent shopping guide will only sell goods, which is at most a senior salesperson. There is still a gap between a professional guide and a professional guide. Professional guidance can only be a store manager, so that more professional guides can be brought out.

four, professional guidance knowledge structure

1, brand knowledge

a brand name shopping guide will have passion for sales, so that shopping guides can fully learn brands and recognized brands. This is the most basic basis. If a shopping guide does not even know where the products are sold, will she sell the brand well? We have invited many franchisees to take responsibility for the company to visit the production, and the confidence has been greatly increased after returning. The reason is the same, so that the guide can have confidence in the brand and complete the foundation.

It is necessary to understand the brand positioning, company profiles, brand honor and company development process through pictures, CDs, manuals and training materials.

2, underwear basic knowledge

Underwear P should not sell underwear, not to mention underwear consultants.

3, underwear display knowledge

display is very important in the clothing industry. Effective Chen Li can create obvious sales opportunities for the shops, especially remind everyone to pay attention to the display of the kitchen windows, and the display of products is for sale, and can not be displayed only for good looks.

4, underwear sales skills

guide learning is not practicable. It can only be done in the first place. After knowing the basic underwear knowledge, we need to know how to sell underwear products, and selling skills is a continuous knowledge point.

How to receive? How to introduce? How to ask? How to answer?

5, underwear service skills

shopping guide is a service type post. Through good mentality, skilled action, professional knowledge and intimate service, we get the recognition of customers. We can master basic service skills and be competent for the primary requirements of sales, and can cope with the daily sales work.

6, operation flow knowledge

each store has its own operation habits or processes, and the process of operation is also one of the trends. For example, daily work flow, sales process, order ordering process, display process, inventory process, return process, collection process, promotion process and so on, we should not ask for standardized operation like KFC, but we can streamline the frequently used content and optimize the process to improve some performance.

For example, additional sales can improve sales, but shopping guides often forget that if sales process is practiced, they will not be missed.

If you want to act proficient and make fewer mistakes, you need to practise flow.

7, etiquette knowledge .

the outward appearance of dressing, dressing, manners, manners, spirit and personal hygiene of the guide staff will leave a good or bad impression on the customers.

Master etiquette standards and behavior standards, how to communicate with people, and how to display their image, entered the intermediate stage of professional guidance.

8, consumer psychology knowledge

this is a higher level of knowledge, generally through professional books and training teachers to explain, and then carry out practice, continuous practice and thinking, generally can more accurately judge the psychological activities of various consumers, sales success rate will increase, this requires shopping guide to this post full of confidence and love.

If shops often organize excellent shopping guides to analyze and communicate various types of people, they will also promote sales ability of other shopping guides to a certain extent.

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9, clothing collocation knowledge

in the sales process, shopping guides often judge the customers' tastes and preferences through outfit, so as to recommend suitable underwear for them, so as to improve their sales success rate.

Especially in spring and summer, clothing thinner also needs to match with the coat. If the shopping guide has better knowledge of clothing collocation, it can make a dress counselor for the customers. Successful sales will become a natural thing. This also requires the shopping guide to be full of confidence and love for the post, otherwise there will be no dynamics to this level.

10, marketing planning knowledge

this level is even higher. It can provide advice for the operation of the shop. It shows that she works very hard. This type of shopping guide often has the potential of the store manager. At this level, we need to have a good knowledge of basic knowledge, have better sales performance and have the desire to increase sales volume.

You can read more books, refer to competitors more, learn from other regional stores, take part in training sessions, and think more.

11, store management knowledge

people with shop management skills can master many knowledge points, how to manage goods, how to manage people, and how to manage stores.

This is not a matter of one or two months. It takes longer, better mentality, harder work and learning, and good performance. Often, this type of shopping guide is the elite of the store, the standard of advanced professional guidance.

five, professional guide shopping training phase

training professional guides should be done according to the stage. We should follow the process of being competent first, then improving, and then protruding. We should not think of what we should train, and we will not lose control of it when we master it systematically.

primary stage: brand knowledge, underwear basic knowledge, underwear display knowledge, underwear sales skills, underwear service skills and operation process knowledge;

intermediate stage: etiquette knowledge, consumption psychology knowledge and clothing collocation knowledge;

advanced stage: marketing planning knowledge, shop management knowledge.

six, professional guide shopping train of thought

1, foreign teacher: training system and general

> "stones from other hills can be used to attack jade". Other people's experience and methods can be learned and used for reference.

Many professional sales knowledge, etiquette knowledge, management knowledge and so on are common, and the training company joint purchase training, through enrolment to participate in special training sessions or companies to hire foreign teachers to training, although the cost is not low, but the use of this method of underwear companies more and more, this is a good phenomenon.

If you have the resources, you can also borrow training from other industries, such as garments, cosmetics, etc., and use their relatively mature training materials to learn the useful parts.

2, enterprises: provide teaching materials and training

training professional guide shopping starts from enterprises. As a resource provider, it can see more information and rich talents, so we should constantly provide textbooks for training professional guides and organize large and small training sessions.

This is a good job for the company. I have participated in 60 training sessions. I have 5 training materials, from basic knowledge and display, to store image, to shop management manuals, and so on. I have made a lot of efforts to train professional guides.

P > 3, agent: providing guidance and training

A lot of specific work in the "P" training is done by agents. At present, many excellent agents have launched an important content - training service, which is an important manifestation of the distinction between a low service agent.

According to the example of the Heilongjiang agent love house company, an example of the company, through the integration of the excellent shop manager, a training group, combined with training and consulting companies to jointly build a lingerie business school, to provide high-quality training services for franchisees, large and small training will be held frequently, for the training of professional guidance made outstanding contributions, set up an example of the agent, the terminal sales performance by leaps and bounds, got the unanimous praise of terminal merchants.

P > 4, store owner: providing platform and opportunity

"P", perhaps some shop owners fear that the ability to buy a good job hopping or their own shop, this phenomenon is a lot, but there is no use to worry about, only in keeping people up and down, to make good use of people, so that the real talent with you development is the best policy.

Some shop owners never let the guide purchase to participate in the training of enterprise organization, fear to learn to walk away, if the boss can not open this platform, how to create an excellent professional guide? The closure is not a way out, open to trust.

P > 5, guide purchase: hard study and practice

the famous saying is: "the master introduces the door, the practice relies on the individual", often meets the customer to complain that the study is useless, if the guide does not work hard, does not want to study, has learned not to practice, that is the question of personal thought.

First of all, guided shopping must set up correct ideas in order to play the biggest role.

To solve this problem, it is suggested that positive guidance, incentive system and personal ideological education be adopted to encourage shopping actively to learn.

seven, training guide for professional shopping guide

1, attend training meeting

at present, more and more companies and agents are organizing large and small professional training sessions. Large enterprises are generally organized by enterprises, and small ones are generally agents.

Large training sessions are mainly to let shopping guides feel the importance of enterprises and understand the important ways of enterprises to increase their confidence in the brand.

At present, many enterprises have not done enough in large-scale training, and few practical things.

Small training sessions, an important part of solving training, are training, face-to-face teaching of the most important knowledge. This is the initial method, requiring agents to have a strong training team, which requires continuous efforts of all agents.

2, incentive system

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A, let an excellent with two new shopping guide, half a year to achieve personal sales performance per month to reach her store manager, promote self motivation.

B, let a shopping guide specially responsible for a brand, the Commission and sales performance linked to three consecutive months to complete the sales target, increase wages, promote the goal and enthusiasm.

C, more than the number of shopping guides in the sales task completion rate is the worst, to dismiss, promote their internal competition, only ability improvement can not be eliminated.

D, to the current shopping guide commitment, who has a high rate of mission completion, can independently manage the store, has the ability to bring the team to promote who is the store manager, and the year-end bonus.

store can design incentive system according to its own actual situation, so that the shopping guide has motivation and expectation.

3, teacher on-site training

at present, there is a certain training capacity of the acting chamber of Commerce to adopt this approach, which is a good opportunity for the franchisee to guide the field. Many franchisees only see the bad side of the trainers. They always think it can not be done. They suggest that the franchisee learn more about her experience. Of course, the trainer still needs to strengthen the practicality of her training and her underwear knowledge, and can tell different contents according to different levels of shopping guide.

If there are excellent trainers, it is suggested that small training should be adopted to increase the efficiency of on-site guidance.

4, excellent shopping guide, one pass, .

this is the most practical method for the new shopping guide, but often the excellent shopping guide will not bring people and unwilling to bring people.

It is suggested that through the system, the excellent shopping guide will have the desire to bring new people, so that the newcomers can learn by themselves.

5, self learning

P learning is very necessary. The shop owner should work hard on how to make the shopping guide self motivated.

6, team communication

this method is simple and practical. Every two days or seven days arrange a fixed time to organize all the shopping guides to exchange experience. It should be organized and carried out in an orderly way. Everyone has to share and reward and promote enthusiasm for sharing well.

Every communication must arrange a theme, closely related to sales and professional shopping knowledge.

7, CD-ROM and books

the purpose of training books and CDs regularly is to provide information for us to develop professional shopping guides, and optical discs are more explicit than books.

There are a few tricks to see CD-ROM:

A, CD-ROM to see all the shopping guides;

B, after reading, we must organize and share communication and arrange practical tasks;

C, only one part or one set at a time;

D. Next time you look at it, you should first share the practical experience you saw last time;

E, CD-ROM should repeat at least ten times.

maybe a way of thinking is to raise her source of < a href= "http://www.91se91.com/news/index_cj.asp" _xhe_href= "http://www.91se91.com/news/index_cj.asp" > sales volume < /a >.

the development trend of underwear shops is customer membership /p >

an old business practice is: turning back from customers.

The theory of customer lifetime value, which is popular in western enterprises, tells us that the longer we keep in touch with customers, the more profits our customers bring to enterprises.

No matter who invented the membership marketing, nowadays almost all sectors of the world are implementing membership systems: aviation, hotels, beauty salons, gyms, supermarkets and so on.

Nowadays, membership marketing in China has quietly spread to every corner of the society, and its development trend has attracted the attention of many enterprises and has taken a place in the marketing mode.

The premise of customer membership marketing theory is that the cost of retaining an old customer is much lower than the cost of winning a new customer.

For businesses, old customers are more likely to launch marketing activities than new customers.

The development of the underwear industry is late, and the competition for loyal customers has just begun. I hope you can seize the golden opportunity and establish a loyal customer base.

Let's talk about my understanding of the membership of underwear store from five aspects.

1. The trend of customer membership in underwear stores is seen from the development of other industries. All sectors of the world are implementing membership system, and they are all mature customer management methods. Although underwear is developing late, the mature mode is used, so the development of membership system in underwear stores is no exception.

In the imagination of the future market, Philip Kotler said: in the future, marketers will turn their attention to large groups and look for specific and suitable goals.

With the continuous development of information technology and the whole social environment, the personalization of consumer service is more obvious. Then, the core value of "member loyalty", which is a member marketing, has been widely recognized and applied. Membership has become a popular strategy for maintaining customer loyalty in a shop.

From the point of view of store promotion management, shop promotion activities have changed from the short-term promotion to the present short-term and long-term promotion. The membership system is a long-term sales promotion form. Members can stimulate customers to accumulate points through "the higher the score the higher the level - the greater the discount", and form a long-term incentive mechanism, which can effectively improve sales volume.

From the perspective of competition, because membership can attract a large number of customers to the brand for a long time, loyal customers often do not buy competitors' products, which is also a blow for competitors.

Therefore, training loyal customers is a big problem that every underwear shop must solve. From the number of old customers, we can see the sales status of the store. Membership is a good way to lock the old customers, so there will always be a customer training period in the new shops.

In addition, from the psychological level of consumers, everyone wants to be taken seriously. Especially when customers buy things, they prefer God's service. Membership or VIP system can always cut people's psychology: more favorable discounts; different regions enjoy the same benefits; more information communication; more service content; more special holiday surprises; better service attitude; more attention and attention.

These are all consumers want, and there are needs to find ways to meet the demand, which is also the content of the store customer membership.

two, and developing the benefits of membership system. The biggest benefit of developing membership system is to cultivate customer loyalty, strengthen information communication between merchants and consumers, and achieve direct one to one communication with target customers, so as to keep customers firmly united.

At the same time, members of the brand and products more recognition and feelings, their opinions on products, advertising and promotion are valuable wealth to understand the needs of consumers, which is conducive to the development of more effective marketing strategies, the implementation of more personalized services to meet the needs of consumers.

The direct contact between businesses and consumers is carried out in a "dark" manner. Businesses in the new preferential promotion policies, new product sales and other aspects of the practice are not easily perceived by competitors, and can be avoided from targeted attacks by competitors.

In addition, membership can not only stabilize existing customers, but also develop new customers.

Most membership cards are allowed to be borrowed, so this gives new customers the opportunity to experience the benefits of membership, which greatly increases the possibility of new customers becoming members.

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three, three types of customers, everyone has different consumption characteristics, but they have group characteristics. Understanding different types of customers is very helpful for us to carry out shop sales work. It enables us to have a clear idea of what types of groups we serve and how to lock in the main objects of our services so as to enhance our performance.

1, brand loyalty: if customers are satisfied with the shop, satisfied with the upper body, satisfied with the price and quality, satisfied with the brand style, and satisfied with the shopping guide, they will have a special liking for the brand. Basically, they only buy the product of this brand, and will rarely try to buy other brands. This is the most important resource of a shop.

It is a great asset to lock in loyal customers through the preferential and emotional communication of members. It is also the main target of membership.

2, potential loyalty type: such customers may not have passed through this brand product; they have the ability to consume but have not bought a higher priced product; have not tried to use the new type of product; never entered the shop; the brand has not yet been identified; the customers who are disappointed with the original loyal brand or shop are the main objects of development.

Lingerie shops can buy some customers through special offers, or try to buy them through advertisements, or buy products through persuasion, and try to buy through promotional activities, and try to buy a good image by setting up a good image locally.

Such customers are generally the first to buy mostly, so pay special attention to the fact that they are the source of loyal customers.

3, non loyal type: it has been difficult to dig into the loyal customers of other brands. It is difficult to dig up the loyal customers of other brands. It is not the target group who only buy special products and recommend other positive products. The location of the product is not a consumption level. The customers who pass through the one-off consumption do not have the meaning of training, and the customers are not loyal to any brand, nor are they the training objects.

From three types of customers, we can clearly see that cultivating brand loyalty is the goal of shops. The key point is to pform potential loyalty into brand loyalty through various ways, and become the goal of store management. In the face of non loyal customers, there is no more customer service information, and better targeting of loyal target customers and improving service efficiency.

four, membership training method, membership card or VIP card is an important certificate and form for members. In recent years, various forms of membership cards have entered the consumer's hands, from department stores, specialty stores to supermarkets and other retail formats, from clothing, shoes and hats, home appliances to cosmetics and other commodities, membership cards are everywhere.

(1) the member preferential system must cultivate a member's preferential system. If the system is designed reasonably, the returns are accurate, the needs of consumers and the integrity of words and deeds will be enjoyed. Customers will be willing to enjoy the preferential policies brought to them by the shops, and become your members.

(two) the sales promotion card encourages the promotion of membership cards, which is also the responsibility of shopping guide. However, many shops do not take this job as the examination content.

If you sell a card, you will have certain rewards. For example, the reward of 5 yuan per card will stimulate the enthusiasm of members to develop their membership. This is also an essential driving force for the rapid development of members.

(three) old members recommend new members. They often see customers coming shopping in twos and threes. Some old members take friends to pick them up. This happens when they are unconscious. If you make a policy, let old members take the initiative to bring new friends to buy, for example, the old members can successfully introduce new members to the level automatically, which will promote the accumulation of the old members and increase sales.

(four) the member area stimulates one or some special products in the shop. Only a member can enjoy the products of different styles for a long time.

If the customer thinks the product is cost-effective or prefers, as long as the membership system is designed reasonably, it will stimulate some people to become members.

(five) different industries jointly use the stones from other hills to form a cooperative flower. If the underwear store owner or his friends are in the business of other industries, and can closely share the resources with the underwear consumer groups, such as beauty salons, hairdressing centers, gymnasiums, infant supplies stores, boutiques, etc., the image is good and good word-of-mouth, so we can consider the union of members.

(six) the most popular marketing method in modern marketing is experiential marketing. Special sales promotion activities are not only selling products, but also cultivating loyal customers. Only by letting them go out of the first step of the trial can they realize that buying brands or buying our brands is better than before. I believe that many old customers are trained like this.

If you find that the sale of your membership card is more and more through special sales promotion, and the sales of positive products are also increasing.

(seven) enhance the store image membership card is not only a preferential effect, but also a consumer psychological hint, that is, let consumers have the feeling of VIP.

If your store looks like a grocery store, I believe your membership card customer will not even pack it into it, think it is a discount membership card, unify the store image, enhance the image of the store, make the brand special, let the customer know that you are a franchise store of a brand.

(eight) the greater the influence of the shops, the more customers want to get the discount. They can do some publicity locally. When the influence of the store is up, customers will accept your membership card more easily.

Upgrading soft power can also expand influence, such as holding various lectures.

(nine) expand the store area. Chinese consumers have a big picture. If your shop area is the largest in the area, the more consumers agree with your store, the more likely you will become your member.

Of course, we should not blindly develop. We must consider the situation of each shop. We should not blindly expand the shop area and increase the operating cost of more than a few members.

five, the management of members is from the perspective of relationship marketing. Membership card marketing has its advantages.

However, because the membership card marketing strategy is becoming more and more universal and differentiated, consumers' interest in it is also falling greatly. It is difficult to attract consumers simply by discounts, and it is also difficult to retain customers and maintain customer loyalty.

Therefore, membership card marketing strategy is like running a store, and it needs to have its own core competitiveness. How to establish membership card marketing strategy for membership card that has been generalized, understand the psychology of membership card customers, and maintain customer loyalty, is the urgent problem that operators who implement membership card marketing strategy urgently want to solve.

No matter how good the membership management system and membership policy are rigid things, the implementation of initiative is the key.

It is far from enough to rely on some preferential policies in the membership policy to retain customers. The sales environment is complex and faces more choices. Their loyalty is often not high.

, therefore, adopting active and scientific maintenance method is the guarantee for the effectiveness of membership management.

(1) member basic management

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A, membership information: name, telephone, birthday, membership card number, admission time, as a required item, must be carefully filled.

For purchase products, such as number, color, cup size, size, etc., if the product is adjusted, we should keep a record of the three sides, so that it will be targeted in return visits, which is also the most basic content of membership information.

B, integral discount: that is, on the basis of converting the consumption amount of customers into integral points, the membership level system is achieved by using integral points. The higher the integral customers, the higher the membership level is, and the more preferential benefits they can enjoy, the more effective the customer's consumption will be.

Customers who hold VIP can enjoy the specified discount when they show the VIP card when they shop.

For example, if you spend 100 yuan, you can become a member to fight 15% off, a total of 500 yuan to become a silver card member to enjoy 20 percent off discount, a full 2000 yuan for gold card members to fight 25% off.

C, buying and selling cards: in many cases, customers first buy products that do not meet the discount standards of members. However, they can first set up scorecards and accumulate them again when they buy them next time, and upgrade to membership cards when they reach the membership standards, so that they can retain potential loyal customers to the maximum.

(2) member interest management

A, member promotion area: the preferential area for members should not be promoted by products that are too bad, too dirty or too old. No quality products will make members feel unvalued, and can not stimulate the desire of new customers to become members.

You can provide a member of the product every week, so that you can constantly attract members to shop, and even if there is no suitable member product, you may choose other products. Second, you can digest the stock of different products.

B, free gifts: loyal old customers must be rewarded. Membership and scorecard are all methods of giving material rewards to old customers. They can also do some interest management when promoting sales and when new products are listed. For example, when members enter shops, whether they buy or not, they can get some small gift rewards such as shoulder straps only if they show them.

C, free upgrade: free upgrade of old members with new members at the scene.

D, old to new: long term service for old members can be made, and what brand products can be used to make a discount of 5 yuan or 10 yuan in the same brand.

(3) member emotional management

A, member specific feedback activities: for birthday gifts, except birthday cards or small gifts, member customers can enjoy the discount way of discount on their birthday on the day of their birthday. Holiday returns such as mother's day to send carnations and health care guidance to national day; designated product cost feedback, such as consumption of designated items to send gifts or discounts, shoulder straps or laundry bags.

B, holiday greetings: large holidays, through telephone greetings, special care, mail sales advice cards, festivals or birthday cards, gift souvenirs to express concern for the old customers.

Small cards and simple information will become a link between buyers and sellers.

C, birthday gift: at present, members who do well in shops often work hard in this respect. It is a prerequisite for a member's birthday record to make a customized birthday cake, not too big or too small. 4 people are more suitable, such as a large number of shop members, mainly for Golden Card members.

If the shop is open soon, consider introducing this system to all members.

(4) value added service management

A, member health training: regularly organize training for members' customers.

You can ask the training staff of the agent to cooperate with you. The contents include: Women's body maintenance, proper wear and purchase of underwear, body building skills, health knowledge, underwear and coat matching, four seasons dress, nutrition knowledge, breast exercises, hip lifting exercises, chest massage, breast health and so on.

B, free chest testing: provide personalized, personalized and targeted services to customers.

For example, the annual chest test is carried out for the members above the silver card.

(5) member classification management, with the development of the market, more and more members. In order to do a better job of membership management, we should classify and maintain the members, and classify them into category A, B and C.

class a members agree that your store and brand are loyal customers, and you need to do more interests and emotional management.

Members of "P >" B are strong in purchasing normally, and are potential members. These members are quite numerous. They are the main target groups. They will do well in all aspects of membership management, and they will receive good results.

There are no second purchases for the members of the category P > C: not the key customers, but the emphasis on interest management.

(6) telephone return management

A, first card: member's return visit is the soul of member management. It is also the most powerful "invisible weapon" that we compete with other brands in the store.

For customers who purchase adjusted products and customers who first hold membership cards, they should pay special attention to telephone return visits. They usually return to key customers within a week.

B, 4 people per day: ask for shopping guide to communicate with customers by telephone or at least 4 people a day. Customers who return by telephone usually have more customers.

C, 120 per month: each shop should set up a member's return visit plan.

Generally speaking, the total number of members maintained by each shop assistant can be around 120 per month (3-5 visits per day).

You can choose more precise class A and B members for maintenance, with a higher success rate.

As a relatively poor source of shops, we can appropriately increase the number of return visits to category A and B members to win the absolute value.

D, return to the language: before returning a phone call, it is better to write down the return language and train the shopping guide, so that we can achieve better and unified in the process of return visit.

(7) member development management

A, development timing: for example, in 3, 4, 9 and 10 months, when the season is changed and holidays are important, the flow of visitors is larger, so that the development of new members can be intensified so as to develop members as the focus of the store.

B, development task: give each shopping guide a certain amount of work in the sales of membership cards, such as 15 pieces per week, the sales of membership cards is equal to the sales volume of goods.

C, Development Award: increase the reward for the push card of the shopping guide, such as the normal opening card is 3 yuan / Zhang, and the key time is 5 yuan / Zhang.

(8) member information management

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A, product information: sending short messages when new products are on sale in season. The editors of short message content should minimize the relevant information about products, and more health knowledge and information, so as not to let customers misunderstand our main purpose of selling products.

B, holiday information: choose holidays, members birthday to send blessing messages.

C, sales promotion information: This is an important part of the management of members' interests, and it is also one of the information that members most want to know.

Before sending a text message before a large promotional event, many members will come to pick it up.

D, monthly health care information: sending a message to protect members' health every month can be about body shape and chest knowledge.

(9) the management of invalid members is in accordance with the established practice. Members have not repurchased any products within a year, and can be recognized as invalid members.

Members who have not repurchased for more than a year can separate their members' information and become invalid members.

At the same time, for member information to properly handle, can not divulge member information

underwear store development trend of promotion intensity

I don't know when I started to have a habit of not discounting, not promoting or buying, perhaps because of the sensitivity of my career.

When we enter the store, whether it's a big brand or a new brand, an old store or a new store, a big shop or a small store, fast moving consumer goods or durable consumer goods, you can find promotional activities like that. You just sang and I went on the stage again, and changed the clowns to come up with a flowery face. The pattern is frequent and uninterrupted. In order to compete for consumers, businesses do everything they want to cater for, and the competition becomes more intense.

The discount of the major shopping malls in the country is the most crazy, from new product promotion to shopping voucher, from fold to bundle sales, buy one get one to buy one get three, member area promotion and so on.

Sales promotion gathered popularity. Even some big brands were forced to take part in it. The terminal stores also started daily special sales, and daily promotions. Finally, consumers were numb to the end.

And some shops are suffering from a bitter stomach. They are exhausted and their profits are low.

As a result, business has fallen into a situation of "no sales promotion and death."

some people say that sales promotion is a means, the last means, no one has me to have people I have excellent, and then to the people, I am cheap, if everyone is cheap, it is necessary to switch careers, when profits are playing, what is the significance of the business, the industry is almost the same, and the profit of the underwear industry is good.

1, promotion intensive trend

1, industry trends: industry analysis, affected by the economic downturn, consumers tend to rational consumption and compression consumption, and businesses want to boost popularity and performance through promotional activities. This is a good time to re compete for market share. Promotional activities are a very effective tool.

After years of development, there are more and more stock products in the channel chain. The digestion of the industry is inevitable. The means of digestion are various sales promotion means.

2, competition trend: similarly, we see from competitive perspective, in a region, if you do not promote sales and your opponent will promote sales, you will be robbed of potential customers. This is the key. You will be at a disadvantage; you also promote sales, content and strength are equal, a draw; no sales promotion is a tie; if you promote him, do not promote you to grab more customers, you have advantages.

So the result is very simple, who will have an advantage in promoting sales, and developing a loyal customer of the brand requires more potential loyal customers to try it, so everyone would think so that sales promotion has become the main business now.

3, shop trend: the old store has to complete the company's increasing sales task, it is difficult to satisfy the customers who only rely on the consumption price. Promotion is impulse.

Every store has stock, there is a dead cargo or a large quantity of goods. It needs regular treatment. One is to recover the investment, the two is to set aside the display area. Promotion is a must.

The new store has few loyal customers, and sales volume is difficult to guarantee. Promotion is an important means for terminal providers to develop potential loyal customers and expand market share, so that sales can be increased.

So the purpose is different but the sales promotion is the same.

4, the trend of consumption: all walks of life promotional war for many years, consumers have great changes in product values, but also cultivate the habit of consumers to buy preferential products, this is inevitable, you find the Chinese people love to bargain.

This is human nature. The same products, the same service but different prices, only fool can buy more expensive.

5, the trend of fashion: underwear is clothing, upgrading, and constantly meet the needs of customers for fashion products, it is necessary to develop more new products, and products are closely related to season and weather. Generally, every quarter of the products will have some unattractive and bad selling. It is difficult to digest solely by consumers who wait for positive price, so the phenomenon of sales promotion in a season or over season is everywhere, and the promotion time is advancing earlier.

two, underwear shop promotion method

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1, direct discount

in the short term, it can quickly pull sales, go into effect quickly, increase the amount of consumers' purchases, and have the most impact and allure on consumers. The most common and effective promotion strategy is directly discounted in promotion.

Now the market integrity is not high, everywhere sales promotion, everywhere are full of consumer traps, facing the troubled market environment, as consumers, sometimes can not tell the truth, face a lot of promotional activities a little at a loss.

Therefore, in such a big environment, the discount of goods is the most direct way. It is also the most acceptable method for consumers. The drawback is that they can not solve the fundamental marketing dilemma, and only bring about short-term sales promotion.

It is impossible to solve the deep-seated problems of market promotion. At the same time, the decline in product prices will lead to a decline in corporate profits. Moreover, once the product is declining, the possibility of restoring it to a previous level without discount is very small.

Discounts will discourage consumer loyalty to brands.

2, buy Gift .

from the perspective of maintaining the image, buying gifts is more respectable. Offering gifts can create differentiation of products. It is a regular sales promotion method, and the specific way is to buy the amount of goods and gift the corresponding items so as to achieve the purpose of increasing sales volume.

When choosing a gift, we should consider the preferences of this consumer group and send some female supplies, such as scarves, umbrellas, socks, shoulder straps, laundry bags, laundry fluids, etc.

In doing such promotional activities, we should pay special attention to the fact that gifts must be exquisite, because relatively speaking, the amount of gifts is not large.

If we buy some bad quality gifts, it will hurt sales promotion and brand names.

3, member promotion > /p >

at present, there are more and more shops promoting sales to members. What level of membership can be achieved by buying a certain amount of money? Members of different levels can enjoy the discount of positive price products, which is long term.

There are other promotions for members, such as offering products or gifts to members at a special price. They have a fixed time to promote their members every month. They can be a special price. They can be gifts or free gifts and services.

4, special zone

a lot of shops have special area, set out a district to display special products with flower cars or landing frames. First, it is to differentiate between the positive price products and the sales of the positive price products. Two, it is easy for consumers to find them, and there are corresponding promotional contents on the floats and landing frames.

5, off site promotion,

OTC promotion mainly attracts people's popularity through the flow of outsiders and special products. It can bring customers to the store to promote other products and kill two birds with one stone.

If the shop front space is large, the flow of people is also good, you can use the promotion outside the shop, the effect is good, requires the floats to be, the main quantity must be many, forms the imposing manner, the flower car around uses the attractive content to make the promotion poster to encircle.

It can also be linked with shopping malls at the door to do special sales promotion, which is better and the flow of people is bigger.

If you have the best condition, you can use the big awning to prevent the rain. You should also pay attention to the relationship with the city management and get approval so as not to cause unnecessary trouble.

6, new product promotion

> a href= "http://www.91se91.com/news/index_c.asp" _xhe_href= "http://www.91se91.com/news/index_c.asp" > underwear shop < /a > new products. It is very common now to promote sales of new products. They mainly want to catch more customers through the peak season, so as to increase the number of old customers, most of them are in new brand stores, and the general new product promotion is mainly through giving small gifts, not using new products directly discount.

7, Festival Promotion

more festivals in China are good reasons for promoting sales, such as Valentine's day, 38 women's day, national day, mother's day, teachers' day, Dragon Boat Festival, Spring Festival, new year's day and so on. These are traditional Chinese festivals, because during this period, the surge in consumption is the golden age of underwear sales. Therefore, every shop wants to seize this opportunity to seize the market, and the pattern of competition is also diverse, which can also give gifts at a discount.

It's best to match sales promotions, the banner at the door is more conspicuous, and the promotional effects of members will be better.

8, thematic promotion

thematic promotion is to create a theme, and then launch promotional activities around the theme, so that consumers think it is a real payment.

Such as shops, decorations, factory celebrations, holidays and so on, there are reasons for this, promotion is even more so, inexplicit sales promotion can not cause customers' sense of identity.

There is a good saying, "there is no reason to sell for reasons."

9, joint promotions

refers to two or more than two brands or companies to carry out promotional activities in cooperation, generally launched between two well-known brands, is about strong cooperation, achieve win-win goals.

Basically, it is difficult to carry out joint promotions between two unequal brands.

Underwear shops can be promoted together with cosmetics, beauty salons, women's clothing stores, etc.

Such an interactive sales promotion method can effectively integrate two brand resources, concentrate on advantages, promote sales promotion activities, and to a certain extent, save both sides' funds, so it is a good way.

But also note: the choice of partners must be product related.

In addition, when exchanging gifts, the two sides should pay attention to the conversion of the equivalent amount of money and the principle of cost sharing.

10, experience promotion

this is a way to stimulate customers to experience products so as to promote the purchase. It is to put sales promotion ahead, try it on, buy it or not buy it, and send it to you. Generally, some people buy it, and the purpose is achieved. The gifts should not be too bad or too expensive, such as pparent shoulder straps.

11, consumption voucher .

consumer coupons promotion can be done not only in holidays but also in peacetime.

This is also a way to complete the competition among the consumers ahead of time. If there is consumption, she may come directly to your store, which is a blow to her competitors.

You can print consumption coupons, a total of twelve, discount yourself, but do not hurt members' feelings, for example, a 25% off, membership is only 15% off.

It can be issued to all the units concerned, and can be used when promoting other stores. It is best to specify the points that are not allowed to be issued on the streets, which will make the customers less concerned.

12, return to .

return is the amount of money that the terminal store is required to buy and how much money it will return at the time of sale, such as buying 200 yuan to 20 yuan, just like playing 10 percent off.

This kind of sales promotion means more shopping malls, because it is returned directly with cash, so the attraction is greater.

However, when making sales promotion, we should pay attention to the amount of cash in circulation, which is neither beyond the limit nor attractive. Therefore, it is very important to make a reasonable amount of cash back.

13, limited time panic buying

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shopping malls are used more. They can also be used in larger shops. They can be promoted for about two days. The banners can be hung up in advance. The real promotion time can be limited to one day. The general product discount is relatively low, and the new product price is closed. If there is not enough quantity, you can continue to apply to the company so as to achieve certain influence. Find a good theme, such as full court decoration, facade relocation, shop celebration and so on.

14, certificate sales promotion

refers to the preferential treatment that merchants take in order to allow consumers to enjoy the purchase according to certain approved documents.

For example, ID card, student card, marriage certificate, teacher's certificate, military certificate, membership card of other companies, etc.

It can enhance consumer loyalty, attract fixed consumption groups, and cooperate with certain festivals, such as teachers' day.

Targeted promotions can be done to consumers with consumer demand.

15, lottery sales promotion

refers to the use of the psychology of consumers to pursue excitement and hope for winning prizes, to win cash, prizes or commodities by drawing raffle, and to strengthen the desire to buy certain products, which has a direct pulling effect on sales, and can attract new customers to try to buy, encourage old customers to buy again or repeat purchases many times, so as to achieve the purpose of promoting product sales.

Lottery sales promotion is the most common way of promotion in our daily life.

The promotion of raffle is not only a big brand, but also a brand new entering the market.

16, special price cycle

fixed sales promotion time allows consumers to form a habit based on special offer, such as special sales promotion day every Saturday, such as monthly special price special store, putting the positive price product into storage, and then changing the product after the sales promotion.

For larger stores, inventory is also relatively large, special specials can be tried.

17, fold up .

some stores sell 60 percent off, but in another way, such as 50 percent off and 20 percent off, attract a lot of people to buy. This is the psychology of grabbing people's favor.

Shops can also be borrowed, for example, members can fold up the discount, for example, how much can be bought 10 percent off more.

18, batch discount

encourage consumers who buy a lot, such as buying 10 percent off pieces and buying thirty percent off pieces. This method is also suitable for shops. This is also a policy of additional sales, buying 10 percent off units and buying 20 percent off sets.

19, training lecture

this is commonly used in adjustment products, and can be combined with cosmetic brands, beauty salons, women's clubs, etc. to give health lectures to members. In the process of explaining, the concept of selling products can be promoted, and after that, sales can also be achieved. There are some successful examples in Fujian. Generally speaking, shops have a certain influence and a certain number of members. The management is relatively good, and there is a certain degree of health training ability, which can be carried out by joint manufacturers, with a population of around 50 people.

three, promotion management

1, pay attention to the price law: "price law": "on commodity and kimono practical and clear code price tag", "Prohibition of price fraud," the provisions of the "Prohibition of price fraud" provisions related to the interpretation of the views of the notice, the State Council on Amending the provisions of the "administrative penalties for price violations," the decision, "retailers' promotion practices management regulations" and other laws and regulations, the operator's price violations, there are more specific penalties, please pay attention to do not discount sales, cheat consumers.

2, shopping guide training: all promotional activities require the guide to familiarize themselves with the content, and explain the promotion contents smoothly, one by one, pass the customs examination, and then form the sales promotion language. All the contents of the shopping guide should be consistent, which is very critical.

3, display: sales promotion should be made in a special area to form a promotional atmosphere, which distinguishes them from positive products. Secondly, consumers can easily find them, and three can stimulate consumers' desire to buy.

It is mainly used for landing frames and floats. If the specials can be displayed on the display, POP promotions, hoisting flags, banners, Yi Bao Bao, promotions, clothing and other promotional items can effectively promote the promotion atmosphere at the scene, and a good promotion atmosphere can enhance sales promotion effectiveness.

4, price control: too many "discount" is enough to damage the brand image. It is an indisputable fact that while blindly discount, consumers' buying behavior is regular and cyclical, and it is within their means.

There is a balance or balance between sales discounts and membership discounts as a result of discounts, such as excessive purchase and pre consumption.

5, time: if a famous brand has more than 30% discount time, it will be very dangerous.

At the same time, "discount" sales promotion can not establish brand loyalty of consumers. The most popular "discount" promotions attract consumers who are highly concerned about price. Once the sale is over, they will switch to the lower price brand.

If you want to sell for a long time, you must draw a fixed price area or set up a discount store.

6, goods: before sales promotion, first, we must estimate the sales volume of the goods. Two, we need to make unified promotion with the inventory products. Three, we must make preparations for the goods according to the sales promotion policies of the agents, that is, we should prepare for the sudden outburst, and also consider that we can not make the goods too full, or even pressure the stores.

The preparation of promotional items, if the purpose of promotion is to increase the sales volume of the store by more than 1000 yuan, then the twenty day calculation should be at least 30 thousand.

7, execution: every terminal trader thinks he has a set of promotion methods or thinks that this promotion can be changed to another policy. The pformation or misunderstanding of policy results in deviation in execution and the time of information pmission is too long, which leads the terminal merchants to miss the opportunity to promote sales.

8, personnel division of labor: according to the number of employees and performance of the shop to unify job and time allocation, staff is not enough, please work.

four, promotion steps:

first step: organize all staff to learn sales promotion plan so that employees can arrange sales promotion according to your requirements.

second step: according to the sales inertia and the existing sales environment, the goal of sales promotion should be fixed to every day.

(tell employees that they must be 1.5 times the budget target and the budget objective should be the most conservative target).

third step: ask questions to enable employees to automatically undertake tasks, so that the goal of commitment will be at least two times more than the budget target.

fourth step: reward and punishment incentives, set a task volume for each person to complete the task as a standard, exceeding the reward, lower than the punishment.

For example, a promotion, a shopping guide set 10 thousand yuan, more than 11 thousand yuan reward 50 yuan, less than 8 thousand yuan penalty 50 yuan.

fifth step: let the shop assistant take the initiative to say the way to accomplish the goal.

sixth step: organize a morning meeting every day and a short summary session in the evening .