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Four Key Words Of Clothing Retailer Development

2013/1/7 11:40:00 33

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Clothing Retailers Clothing Brands Clothing Channels

2012, many dealers feel that money is becoming more and more difficult to earn, business is becoming more and more difficult to do, and business is becoming more and more inadequate.

That is because in today's increasingly fierce competition environment, the market puts forward higher requirements for dealers' professional ability, leadership, operation ability and communication ability. The essence of the market is a "river and lake". The survival rule of "rivers and lakes" is "the law of the jungle and the survival of the fittest".

If distributors and agents want to be invincible in competition, we must strengthen the establishment of Direct stores, constantly update their knowledge and attract core talents.

It can be said that the large-scale operation of retailers is the only way to deal with competition.

key words: inventory

for the downstream dealers of the industrial chain, different a href= "http://sjfzxm.com/news/index_s.asp" > inventory < /a > requires different distribution channels, and the market has great profit margins.

For example, Yansha is a 30% buckles, a better brand 28%; Cui Wei is generally about 28%; the lower point of the second tier market is about 25% of the top shopping malls, the general shopping mall is between 10%-15%, such as Adidas and Nike, the discount point of these brands is even around 6%-7%, the profit space can be imagined.

with the expansion of the "Taobao" army, there are not many enterprises that use the network to store and sell stocks.

But more brand suppliers still rely on traditional old discount stores, such as Oteri J, discount stores and other retail chains.

Gong Haiyun is the agent of Pierre Cardan jeans and Italy kangaroo, and has opened many "water stores" in the high-end discount stores in Beijing.

"In Yansha orlies, our business is very good. The annual turnover of 40 square meters is about 5000000 yuan. In addition, there are 5 outlets in the top grade discount Plaza. There are 4 good businesses, and 5 million yuan can be digested in one year.

"Water shop" is our company's most profitable shop, and in some old traditional department stores, sales are sometimes not easy to do, and it is stressful.

Gong Haiyun said.

Chen Wen Ge, the marketing director of Beijing P Travel Products Co., Ltd. also revealed that the outdoor brands they had operated had concentrated on the old stocks in the shops with less than 100 square meters discount in the top grades, and about about 1000000 yuan in 7 days.

Less than P, such as the long run shop of ottles and top grade discount, is always particularly concerned by brand enterprises. But because of its threshold, not all brands can catch up with the inventory cash.

Most small and medium-sized brands rely on the flow shop in the commercial center of the suburbs to complete the important task of handling inventory. For such shops, experts suggest that they should keep away from the sales area of positive goods, and do not neglect the maintenance of brand image because they are shops.

channels can digest inventory, and good planning can quickly relieve stock pressure.

A classic example of a powerful agent in Hubei, who took over a store from other people's hands, also took over a large number of stocks.

Then he spent 20 days selling hundreds of pieces of windbreaker.

First, he made a stop sign and hung it on the shop floor: "the first men's clothing brand to celebrate the millennium of China's march to Le Louvre Museum, France, and to wear home for free."

There are three ways to promote sales on the sign: first, any old customer who has bought any item over 480 yuan and buys the windbreaker free of charge by buying a small ticket; two, Whoever enters the shop wears the a target= "_blank" href= "http:// www.91se91.com/" > the clothes "/a", and the value is more than 480 yuan. The windbreaker is free to wear. Three, whoever buys more than 480 yuan of goods at the scene, the windbreaker is also free to wear.

In fact, this is a very traditional sales promotion. In other words, buying one get one free, but after packaging, it is far more eye-catching than hanging on a brand to write the "strong fighter windbreaker and buy one get one".

As a result, those who rush to the top two will not exceed 15%, and 85% of them will be bought at the scene.

key words: channel change

with the strengthening of branding awareness of several large "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "clothing production centers in Zhejiang, Guangdong, Fujian and Jiangsu, the manufacturers began to substantially pform their existing wholesale sales network for the needs of survival and development. In such a large environment, shoes and clothing agents have also experienced the third wave of pioneering business of brand chain management after experiencing the two business models of stalls and wholesale markets.

The difference between the P and the previous two entrepreneurial environments is that with the rapid development of China's economy, the leaders of this venture are a group of agents with courage, knowledge and accumulation of first gold and strong economic strength.

They rely on courage, courage and strength to show that they are more aggressive, faster and stronger than their former competitors. They are constantly plundering the limited market resources such as brands, talents and pavements. These external competitors and outstanding teammates of the interior continue to deduce one after another wealth legend, and bring unprecedented pressure on survival to dealers who are still waiting.

In such a diversified market competition pattern, the group of agents has split into two stages, entering the era of the strong Heng Qiang and the weak.

the popularity of regional agency system, which is vigorously promoted by brands, has become a killer of disadvantaged provincial agents.

A large number of channels of integration capacity is not strong, weak funds, chaotic management agents were eliminated.

And the powerful agents have realized the operation of multi Province group operation, that is, from multi brand operation to multi province and multi brand operation, thus becoming a "super agent".

At the same time, the integration model of agents and core retailers emerged. Experienced agents with strong channel control capabilities were gradually encouraged by brands to become shareholders of Brand Company.

＜p＞　　從品牌商運營的角度看，全國能獨立設總代理的地區(qū)在22-26個，這也就意味著如果一個品牌商要達到年銷售10億的這個品牌及格線，其旗下的省級總代理平均單省年進貨額最少也要達到5000萬元左右，各個單店的年進貨額也要平均達到50萬元以上，在這種環(huán)境中，品牌商為了搶得一席之地，不得不投入巨大的人力、物力、財力來持續(xù)的培訓和幫扶旗下的經銷商，這種巨大的投入，無形中給各級經銷商提供了一個快速提升經營能力、積累品牌運作經驗的高效平臺，品牌商在不斷搶占市場份額的同時，也將一個又一個代理商送進了千萬俱樂部、億萬俱樂部，其精心打造的培訓系統無形中成為了培養(yǎng)出一批有一批鞋服“金”經銷商的“黃埔軍校”。

Liu Hanlong, a training expert in shoes and clothing, believes that many of the agents who have been eliminated are those who are lazy in their thoughts and actions. They will not go to visit and study at their own expense except for the two time they place orders every year.

Even if you open the order, try to return quickly.

There are only two reasons: fear of delay in business.

Two, afraid to spend money.

Over time, they knew little about the outside world except their place of residence.

"Way out" means that only "go out" will there be "road".

Under such an idea, how can we sell shoes and clothes known as "fashion industry"?

key words: after 90 employees

"post-90s" employees have become more and more mainstream. However, many terminal stores react, because of the factors such as treatment, team integration and subjectivity, about 60% of the "post-90s" employees quit, and most of these employees leave their posts after 1~ for 2 months.

There are many reasons for leaving, such as too strict management, improper management methods, too long working hours and short eating time.

In the face of so many discontent of "post-90s", many shop directors can only shake their heads and sigh. How can they manage to satisfy them?

according to the analysis of relevant experts, "after 90" personality is publicized, dare to express, full of vitality and understanding ability is very strong.

However, there are also deficiencies such as weak sense of responsibility, strong personality, hard work, more emphasis on enjoyment and more self.

Plus, just entering the workplace, their work experience is not rich enough, and their ability is not strong enough, resulting in many times their ideas and suggestions are often easily denied and rejected.

But when they are young, they do not know how to deal with it. Generally, they do not think they deserve the respect and recognition they deserve. After experiencing this experience many times, they feel a strong sense of frustration and then make a series of things that managers can not understand.

to manage such employees, we must take the principle of understanding and respect as the principle, carry out more pposition thinking, comply with their growth needs and properly guide them, so as to foster strengths and circumvent weaknesses.

In view of the characteristics of 90% employees who like to participate in the pursuit of freedom, some shopkeeper let their staff display their work individually.

After 90 employees are very willing to do it themselves, so that their interest has been aroused. Everyone's enthusiasm is high. They feel happy and initiative, and sometimes they can invent something new to make the storefront atmosphere very active.

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key words: personalized marketing

Ella P, chairman of the American Consumer Association, said: "we are now entering the era of personalized consumption from the mass consumption in the past. The era of mass consumption is coming to an end.

Now consumers can make bold and arbitrary instructions to get special and unusual products and services.

> "no fragrance in clothes language" is a buyer's system < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > chain store. From a shop in Shanghai small alleyway, it becomes a chain store with more than 10 branches and more than 2000 regular members. This is the founder of "no fragrance of clothes," and Zhang Yu, the buyer, did not expect to sell every item.

Nowadays, she often thinks of two things, one is how to pick the right clothes for the guests, and the other is to provide a shopping environment without pressure on the two.

in addition to daily consumption, discount is not available. Clothes and language are not fragrant to set up a file group for guests, record their physique and occupation background so as to select suitable a target= "_blank" href= "http://www.91se91.com/" > dress "/a".

Many members of the "Yi language club" have become friends with each other. This is also the inspiration of Zhang Yu's idea of building a club: "why not provide them with better environment and space, enjoy the taste and leisure life together and become friends when shopping?"

soon, Zhang Yu chose villa near Bian Ling Yin Road in West Lake, Hangzhou, and built it into a "fashion language club without fragrance".

Members can pick tea, read books and even fashion salons while choosing clothes.

More importantly, there are also professional modeling teachers in the clubhouse, which provide guidance on clothing and overall styling.

Zhang Yu has signed 4 professional a target= "_blank" href= "http://www.91se91.com/" > designer "/a". Before the arrival of customers, the designer will first tell the designers the specific needs of the guests, whether they want to have a styling design, or just a cup of tea, a book or a movie.

To this end, the club set up a dressing room, Zhang Yu said that some members like to choose and test clothes at the same time, please ask the styling teacher according to the selected clothing design and the corresponding hairstyle and makeup, and even bring valuable jewelry, perfect and perfect matching.

Some senior members like to kill time in the clubhouse. The club has a fully functional kitchen, and members often meet to display their skills in the kitchen.

Member Julie said that it is not like buying clothes here, but choosing clothes in their wardrobe.

in Guangzhou, another clothing store called "LEX" is a "restriction" on the sex of customers.

All the men who had rushed in were unpolitely cleared out, so the shop was full of men waiting for their girlfriends and wives.

The clothes sold in the shops are not special, they are common dresses, small coats and so on.

It is understood that the clothing sold by this type store is 29 yuan, 39 yuan, 49 yuan, 79 yuan, 140 yuan, and 150 yuan.

Business is good. They are targeting the new generation of wage earners who are sensitive to price.

key words: Dealer team training

in the majority of China's clothing brand dealers, there are many very attractive dealers, there are also many "rookie" and "Nanguo".

As a result, some brands appeared strong in some area and were dying in another area.

The real reason for this phenomenon is determined by the capacity of the distributor or agent in this area.

for those dealers who own strong business ability, most manufacturers or general agents, apart from some support in goods and finance, do not have the ability of counselling in operation. The marketing staff who have been sent are unable to counselling because of their limited comprehensive ability.

This phenomenon exists in almost every garment brand that is not very mature. For such an agent, we call it a class a.

For a class of agents, the focus is not on the so-called management, but to give more awards and commendation. In the sales policy and goods support, we should increase the inclination to let him hit a higher sales target. As long as the communication is smooth and the reward is in place, he will soon surprise you and quickly dominate the regional market.

for those customers who have potential exploits, we divide them into B class. For customers of B class, we need to spend some energy and effort, and often organize B customers to visit class A. let them see the example and set a higher goal. As long as we think of ways to turn a part of B customers into category a customers, the sales performance will be greatly improved.

for dealers with poor business performance, low purchase volume and no strength, they belong to C1 category.

For this kind of customer, you don't need to give too much support and attention.

the last category is the C2 class. For those underperforming customers with poor performance, weak strength, poor management and many problems, we should take the initiative to eliminate them and take the initiative to clean up the sales system. Only by actively eliminating the C2 class, C1 class will have a sense of oppression, then it is possible for some of the C1 troops to enter the B category.

simple summary, the most effective sales network construction strategy is: reward recognition class A, encourage B class; observe and deal with C1 class; actively eliminate C2 class.