Research On The Shortage Phenomenon In Retail: A Story About Shortage

The success or failure of retail operation can be attributed to one sentence: successful retail brands have different ways to succeed, and failed retail brands are all similar to P.

The failure of the retail brand, from the initial vigorous appearance to the last straw end, basically started in the "out of stock" on the.

< /p >

< p > what is "< a href=" http://sjfzxm.com/pioneer/ > > shortage > /a > "shortage" is an important phenomenon in commodity retailing. It refers to the products that retail stores do not have customers need, rather than stores that have no sense of stock.

It means that stores may have a lot of goods, but they just can't satisfy customers' needs, and can't arouse customers' desire to buy.

< /p >

< p > first, talk about the harm of "shortage".

The direct harm of shortage will cause financial "slow recovery of capital, increased inventory capital and weak turnover capability", resulting in low overall return on investment. If there is no continuous improvement trend in the 3-5 seasons, brand and enterprises will face the risk of closure.

The shortage of goods is more serious in retail business. Because customers do not find the right products, the retail business will face challenges continuously. In other words, customers will no longer enter stores that are out of stock.

If the problem of an enterprise or brand can be diagnosed from the aspects of strategy, positioning, personnel, cost, motivation, organization and so on, the problem of "shortage" at the diagnosis of product and customer level is the most likely link to start. The reason is very simple. The problem of "shortage" basically covers the aspects of brand strategy, brand and product positioning, personnel and so on.

< /p >

< p > secondly, talk about the specific performance of "shortage".

The specific manifestation of the phenomenon of "shortage" is that, apart from specific products and markets, it is manifested in the "five big areas": first, the shortage of styles; two, the shortage of goods; three, the shortage of price zones; four, the lack of functional aspects; and five, the lack of brand identification elements.

The five major areas are out of stock. The author will elaborate on the next article, but no matter which side is out of stock, the essence behind it is the lack of corresponding customer demand.

For example, a brand is out of stock in a certain style, indicating that this brand ignores the strong demand for this style that is growing behind the target market.

< /p >

< p > and let me talk about the reasons for the shortage.

The beginning of the shortage is in the planning stage, without paying attention to the whole and key points of the demand. From the marketing strategy theory, there are no effective STP steps, STP means S- market segmentation, T- target market determination, and P- effective market positioning.

From the point of view of executive operation, there is no effective step: analysis - aiming - focusing on attack.

From the point of view of realistic product development, in the stage of commodity planning, there is no emphasis on planning for areas that may be out of stock, resulting in "shortage of styles, shortage of goods, shortage of goods or shortage of functional aspects" at the retail end.

< /p >

< p > clothing brand enterprises have talked about so many years' "attention to customer needs and market orientation", but the sad thing is that people just stay on such a concept, there is no specific direction and operation path.

It doesn't matter. From now on, we should pay close attention to the "shortage" phenomenon, analyze the "shortage" phenomenon, study the "shortage" phenomenon, and solve the "shortage phenomenon".

< /p >