A Must For Footwear And Clothing Industry

Right now, a lot shoes The service brand gradually extends to the direct marketing mode. Through the establishment of direct sales stores, it can quickly occupy the commanding point of sales and win more market share and better brand awareness and reputation. However, the direct store is also a double-edged sword. If it is opened well, it can not only increase the sales performance, promote the brand effect, but also develop and expand the cooperation team. However, if the operation is not ideal, the loss will be huge, which will directly lead to a series of adverse effects of brand chain stores. Therefore, it is imperative to manage the direct stores scientifically and effectively.

Play an important role in Direct stores

First, Direct stores can effectively display the corporate image and brand image, and actively expand the franchise cooperation. Facts have proved that the more successful the direct store is, the faster the circulation of goods, the faster the return of funds, the stronger the brand competitiveness and the higher the franchise efficiency.

Second, Direct stores create direct profit sources, flexibly sell goods, and effectively handle inventory.

Third, information feedback source, consumption communication platform. The direct stores reflect not only their own business information, but also the demand and cooperation information of the consumer market. According to these information, brand owners can make rapid adjustment and further development.

Four, model stores nationwide. By virtue of its incomparable comprehensive advantages, the direct store has set up an excellent store image, good service guidance, standardized business guide, scientific commodity ratio and effective brand maintenance for franchise stores, which plays an effective demonstration role in the comprehensive promotion and scientific management of the brand.

5. Staff training base to spread corporate culture. Zhiying store shoulders the mission of on-site practice and skill training of terminal staff, and effective communication of enterprise management concept and brand culture.

Misunderstandings in the management of Direct stores

Myth 1: power in hand

If the boss does not authorize, decentralize and distrust, then the store manager will be in vain, without decision-making power and initiative, so that the daily operation is mechanized and the staff's sense of responsibility is insufficient.

Mistake 2: laissez faire management

Due to excessive decentralization, no supervision, and out of control management, Direct stores are prone to "false big empty" phenomenon, false report of performance, concealment of problems, confusion of accounts, embezzlement of public funds, etc., and even "disorderly" phenomenon, forcing the company to meet all its intentions.

Three big mistakes

It is easy for the general manager to pay attention to the management of the second-class goods and the first-class decoration, but it is not easy for the general manager to pay attention to the management of the second-class stores.

Misunderstanding 4: blind management

In order to open a store, we only pursue the number of Direct stores, but do not pay attention to the quality of operation. This is a big taboo for new brands to open direct stores. Without scientific planning, rigorous budget and correct management, it is easy to open a store but difficult to keep it.

Myth 5: stereotype

Different levels of cities and different types of shopping malls make direct stores shoulder different functions. Not all direct stores are used to digest inventory, nor are they all Zhiying store All of them are used to attract investment. All direct stores should not be equipped with identical products or the same sales mode. They should be focused on something and not mechanical. Otherwise, they will lose everything if they are identical.

The core of direct store management: "four management"

"Four management" is fundamental, that is to manage "people", "stores", "goods" and "accounts". The first is to manage people well.

The main management of Direct stores should combine the company's personnel with on-the-spot selection, and implement the tenure system or rotation system. It is necessary to use talents only. Regular staff meetings should be held to implement job responsibilities, formulate sales plans, clarify task objectives, pay close attention to skill training, implement performance appraisal, create a positive and harmonious team atmosphere, cultivate and stimulate employees' sense of responsibility, sense of mission and honor, encourage each other, compete with each other, and supervise each other to help employees plan their future career vision.

Secondly, we should carefully arrange the stores storefront Image, container and decoration should highlight the brand style and culture, create an excellent brand image, do a good job in store and goods display, keep the store fresh, comfortable and atmospheric shopping environment, warm in winter and cool in summer, clean and bright, so as to attract customers and retain customers.

At the same time, the goods should be stored in an orderly manner, and the goods should not be stored in an orderly manner. All goods can be clearly checked in the computer system and financial software, and the sales information can be timely fed back. Statistical analysis should be made on the best-selling and slow-moving funds. The newly listed goods and off-season commodities, short-term goods and old products should be displayed and sold according to the categories.

Finally, it is necessary to manage the "account", make an article from the "number", introduce POS terminal, make daily, weekly and monthly "purchase, sales and storage" account statements, follow up the accuracy and timeliness of the data returned by each store, compare and analyze the daily sales data and the sales data of the same period last week, analyze the reasons for the large increase and decrease of the stores, and carry out the inventory regularly In order to make the "account, goods and funds" consistent, the company should timely audit the data of the direct stores.

In order to improve the management system of the direct stores, it is necessary to establish an effective and effective management system.