Garment Enterprises Need To Increase Profits From Single Store Profits.

< p > in the annual transcript of the annual reports submitted by garment enterprises, the decline of single store efficiency has become one of the chief culprits that hinder the profitability of garment enterprises. At the beginning of last year, many international brands such as ZARA, H&M, UNIQLO and so on poured into the two or three line market. Facing the "great enemy pressure", enhancing the core competitiveness and increasing gross profit margin became the top priority of the domestic clothing brand. Besides forming characteristics in production links, sales links are also the focus of garment enterprises' transformation. The promotion of enterprise efficiency needs to start from the single store profit. The steady single shop profit mode is also the basis for the expansion from single shop to multi store. < /p >
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< p > clothing brand interaction mainly focuses on brand awareness, sales performance and market share, often ignoring the game of consumer psychology. Some clothing brand executives have admitted that the lack of standardized shopping guide services has led to a lot of business losses. < /p >
< p > the executive gave the reporter an account. If there are 10 shopping guides in a store, each guide will receive 20 customers every day. Among the 200 hypothetical customers, 30% had definite purchase intention, 30% had a random look, 40% had a purchase intention but hesitated. If the guide could not give intimate enquiries and accurate introduction, the attrition rates of the three categories of consumers were 40%, 100% and 40% respectively. According to the executive, the company will lose 116 customers a day and lose 3480 sales opportunities a month. If shopping guide is good at understanding consumer behavior and habits, striving for the second round of sales opportunities, "with conservative calculation, we can win more than 10% of business". < /p >
While P is selling standardized shopping in stores, the executive said that a variety of view displays in the store can also stimulate consumers' desire to buy. A clothing industry survey shows that exquisite and dynamic shop display can enhance the transmission and touch of brand culture, and increase consumer's attention and rate. At the same time, it can stimulate consumer brain association to enhance the desire to buy, thereby affecting the movement of consumers after the move, and promote joint sales. < /p >
< p > < strong > < a > href= > http://sjfzxm.com/news/index_p.asp > promotion > /a > turn to diversification < /strong > /p >
< p > data show that China's apparel industry above Designated Size finished 256 billion 966 million yuan in the first three quarters of last year. Sales figures of 3000 retail businesses monitored by the Ministry of Commerce show that clothing sales increased by 6.8% over the same period last September, down 16.5% from the same period last year. According to the monitoring data of hundreds of large retail enterprises of the China National Business Information Center, the sales volume of clothing in the first three quarters of last year increased by 12% over the same period last year, down 12.2% from the same period last year. < /p >
< p > data indicate that last year was a year of heavy burden for garment enterprises. Clothing companies are in deep mire. This has also led to the fact that consumers are tired of discounts, and sales promotion is regarded as normal in both traditional retail and e-commerce clothing promotions from the beginning of the year to the end of the year. Analysis of the industry, clothing enterprises need to escape the wrong way to buy gifts and discount to service, activity, public welfare promotion. < /p >
< p > in the promotion of clothing brands in their own wars, the personage suggested that clothing brands need to establish alliances, select similar catering and entertainment formats for cross-border cooperation, widely understand the other consumption habits of target consumers, and quickly acquire customer resources. At the same time, garment enterprises should not ignore the feedback after sale, regularly visit their members and investigate their satisfaction, and establish a long-term and effective interactive platform with consumers. < /p >
< p > < strong > terminal shops need to adjust measures to local conditions < /strong > < /p >
< p > clothing brand has already bid farewell to the age of "barbaric growth", but the road of expansion of enterprises is still continuing. From the single store to the chain process, garment enterprises should allocate the clothing styles and store management patterns according to the consumption habits and consumption trends of regional consumers. In fact, enterprises have realized that increasing the profits of enterprises needs to start with improving the efficiency of single stores. < /p >
< p > data show that the Ping Bang store has a flat effect of 22 thousand yuan, with a flat effect of 18 thousand yuan, which has a large gap compared with the 50 thousand yuan effect of ZARA, UNIQLO and other famous fast fashion brands. Smith Barney said that Smith Barney's plan for opening stores last year was very cautious. Last year, the United States store growth plan fell from 30% in 2011 to 5%-10%, and the focus will also be shifted from store expansion to store efficiency. < /p >
< p > in the view of independent fashion critic Ma Gang, clothing enterprises should adjust the price of terminal retail clothing according to the local consumption trend, and popularized the popular and popular products. < /p >
< p > although clothing companies can not fully reproduce the image store, the general storefront can still capture consumers by creating a distinct theme display and special service. Beijing Business Daily reporter learned that, although Ordifen counters in Cui Wei Department Store less than 60 square meters, but with the help of shopping guide intimate service, it created the whole floor underwear sales champion, Ordifen sales is far higher than its close proximity to the area is two times the number of Ttiumph, love counters. < /p >