Marketing Strategy In Pregnant Women's Clothing Store

　　 1. Cost, competition and profit

When buying, a friend looks at a maternity dress. The wholesale price of the unit is 60 yuan, and it is preparing for a deal. An acquaintance told us that the wholesale price of the clothing was 50 yuan in some place, so after 40 minutes' rush, my friend bought a batch of 50 yuan of this style of clothes, exhausted the toll and fare, and saved a few yuan for each piece of clothing.

Analysis:

In this industry, each piece clothes Shop owners usually increase their price by about 50%. If the price is 60 yuan per unit purchase, each friend will sell 90 yuan, gross profit is 30 yuan; if the purchase price is 50 yuan, then each piece of clothing can be sold for 75 yuan, gross profit is 25 yuan, and the profit of 5 yuan is reduced, but on the contrary, it becomes the advantage of a friend.

The first case: if someone else's clothing sells for 90 yuan, friends can sell 90 yuan, so gross profit can reach 40 yuan, and friends' profits are at the highest point.

The second situation is: if others see friends selling 75 yuan, also adjust the price to 75 yuan, the friend gross profit is 25 yuan, while others gross profit is 15 yuan, friend's profit is still at the highest point;

The third situation is: if the clothing is sold smoothly, others insist on selling 90 yuan for cost problems, and friends sell for 75 yuan, then the friend's single transaction price is 15 yuan less than others. It seems that the profit point of friends is reduced, but because of the quality and style, the comparability is very strong, so the turnover of friends will surpass others. According to the 1:1.5 turnover value, the profit point of friends is still the highest, and in general cases, when the price of friends is low, other shopkeepers can not insist on high prices, which will be unsalable, so they will be unsalable, so they can only be led by friends and sell back to second situations.

In the fourth case, if this series of styles is unsalable, friends can clear the warehouse at a price of 55 yuan, while other shopkeepers have to clear the warehouse at a price of 65 yuan, and the loss of their friends is still the lowest.

　　 Marketing Perception:

Nowadays, many large enterprises spend money on selling products, although they also calculate the relationship between costs and profits, but how many of them can be rigorous? "The cost saving is to increase profits". Marketers are familiar with each other but stay at the stage of slogans. "Silicon accumulation can reach thousands of miles". If we can really tighten the cost under the condition of adhering to product quality, how can the profits of enterprises not rise?

Of course, the so-called "compression cost" is an exception, with its own legal sanction.

　　 2, positioning and sales

The proportion of the clothes in the shop is very interesting. It is suitable for young girls to have about 35% of their personal clothing. The rest are mostly neutral clothing suitable for young women and middle-aged women. The clothing store next door has a distinct personality and clear positioning, but the number of customers is not as good as that of friends.

Analysis:

Pure personality clothing, the general positioning is relatively dead, it is only for a certain group of people, assuming that the group accounted for 25% of the total population actually purchased, that means that it will lose another 75% of the customers, and the 25% group is also diverted from other shops, so the turnover is smaller.

If the store is all suitable for all kinds of income and grade of pregnant women's clothing, then they will lose too much personality, and be diverted by other outstanding shops, and the beard eyebrows will be caught, but nothing will be caught.

25% of the personal costumes and 75% of the common clothes make most of the needs of pregnant women guaranteed. And because of the existence of the more fashionable expectant mummy, many 3 women who don't pay much attention to dressing during pregnancy will follow suit, buying clothes or personalities or public clothes. And the guarantee of these passenger flows is the premise of volume.

Assuming that the sales volume of each store is 20%, the daily sales volume of other stores is 1000, which can sell 20 pieces of maternity clothes. The daily traffic volume of friends stores is 150, and the turnover can be 30. The daily profits of friends shops are the highest, assuming that the daily traffic volume of each shop is quite 100, and the sales of all kinds of clothing are 20.

Marketing insights:

For product positioning, whether it is playing the theme card or positioning ambiguity, is to improve the potential customer purchase rate, improve sales. However, no matter the location is clear or vague, it must be clear, that is the balance between the two. Otherwise, the narrow positioning of the sales crowd will lose some potential buyers. If the positioning is too broad, they will be robbed of the consumers by the products with distinct positioning. The Moderation between this is really thought-provoking.