Shop Must Read: Handbook Of Terminal Commodity Management.

　　 First, give full play to the potential of bestsellers and highlight them. Main push 。

1. Why?

That is to say, the profit of store 70% comes from the best seller.

What inspiration does this give us? - to give full play to the potential of bestsellers, and the best sellers do well to seize the main body of sales.

Analysis from the perspective of sales

The main push is not clear - what to sell and what to make up for is always replenishment and shortage.

The main push is clear what to sell, what to sell and what to buy in a more concentrated and regular manner.

Analysis from the perspective of inventory

The main push is not clear - all styles are treated on average - lots of stock, lots of stock and lots of code.

The main push is clear what to sell, what to sell and what to buy in a more concentrated and regular manner.

The main push is clear and the key points are detailed and detailed.

2, what is the main push?

Is the main push = the best seller?

Main push: push, move, push, and push - proactive, predictable and prepared.

Best seller: the store has been selling well (often out of stock) - passive, emergency, and often poorly prepared.

3, how to push?

From the perspective of goods management

The main reason is to start from the order, the best seller is forecast, the quantity is fixed, and the reasons for your optimism are recorded, so as to highlight the selling points in sales.

The focus of the main push is on shop display and shopping guide recommendation, and the ordering person needs to transmit the main message to the shopping guide through training.

Timely attention to the market reaction, once the trend of selling is found, replenish the goods in time, do not wait until the color is broken, and then replenish the goods; the long selling period of the long selling money is not the main source of profits.

If it is found that the actual sales are not as good as expected, timely analysis of the reasons, remedial measures or promotions should be made to minimize absolute inventory.

From the perspective of personnel management

A successful manager needs to train himself to be an excellent trainer -- training staff, motivating employees, and establishing employees' confidence in the company and products.

Good shop: customers, shopping guide products in the eyes of many advantages, confident enough, more goods, less returns.

Poor shop: customers, shopping guide products in the eyes of many shortcomings, complaints, purchase less, return more.

How to make good progress from bad sales? We say: "thinking decides the way out", and personnel training is the key.

For example: (about the AA section - the best seller in the season, the class A in the class A. Department store L081:2013, 9 - November: 172 sales in 3 months, with an average of nearly 2 pieces per day.

2013 3 - November: 10 months sales of 785 pieces, an average of 2.6 pieces per day;

March 2013 - May: more than 200 items were sold, of which 2 were on average in 3 and April, and 3.5 on average since May.

When a customer goes to a department store, he looks at the shopping guide and says, "how can I get all the old money?"

Shopping guide confidently said: "this is our classic model, we sell very well!"

If in the past, shopping guide complaints were too late, what made the shopping guide so confident?

Training! The mission of Direct stores, the strategy of reducing risks and the facts that can be pushed forward.

As a shopping guide, you can not change the product itself, but can change the attitude towards the product.

Some customers said, "we are the county town, unlike you have so many mobile customers, selling too many old customers have opinions!"

Buying and selling are two different things. Different customers are buying, the same shopping guide is selling, you think it's old, customers do not necessarily look at it. How many people are there in a city? Even if someone says so, what percentage does it take?

The important thing is how you look at this problem, because you can guide it! This is a popular brand, not a personalized brand. A large number of customers wear certain brands to convey the message of this brand: "this is XX!" is conducive to the formation of brand effect.

With this understanding, shopping guide will not be affected by a few people in the shop.

4, how to test shop owners to push?

From the display to see the main push

A look at the display of what the main push, two see what other bestsellers do not show, three see the way of showing and matching whether the outstanding product advantages, four see whether the class is balanced (avoid becoming a dress store).

From sales report

Let's take a look at the sales ratio of the main push, two look at the sales of those main push, three look at the main push, no sales, and four see whether the sales category is balanced.

Summary: a truly mature brand basically does not turn over the list, the full amount of orders, which is the direction of efforts of all brands in the future.

　　 Two, make full use of data analysis, do a good job Commodity management 。

Is commodity important if you want to promote sales? - important!

To control inventory, is merchandise management important? - very important!

Is data analysis important if you want to manage good products? - very important!

But in practice, many of our franchisees are placing orders and managing goods according to their feelings.

In the commercial era of twenty-first Century, others are already using the Internet to collect information and use data processing systems to analyze data. If we are still feeling and clapping our heads, we will not be able to do so.

1, improve the accounting registration system.

Understand the amount of customers who use computers to make accounts through the data processing system and the amount of data processed by Excel tables. It is recommended that computers be used for flexible calculation and accumulation, and for analysis of money analogy, color ratio and code ratio.

At present, single store customers mainly rely on manual accounts, so take manual accounts as an example:

Sales daily report - record the daily sales details, including the number, color, size, number and amount.

Purchase and sale of the ledger - record the purchase and sale details of each item, requiring sales of color and size to accumulate.

Turnover turnover account for daily weather, sales volume, amount and average discount.

The number of shift orders - record store daily inventory changes and inventory distribution.

In order to improve the registration system, the analysis of the bestsellers we need, the color ratio, the size ratio and the weather basis can be obtained from the above data.

2. Understand the company's product policy.

Customers often say, "the best seller can't fill the goods. Why don't they place more orders and turn over the bill?"

This is a pair of eternal contradictions. It's not as simple as you think. It's a simple truth: "without practice, who has 100% assurance that he will sell well? How big is the risk of multiple orders and early replenishment?"

20% is a ratio that can promote sales and inventory control. For example, at the end of the season, a total of 200 thousand goods are purchased at the same level. If the inventory is controlled within 40 thousand, the stock will be reasonable.

Before we understand the company's commodity policy, let us remind you that in the past, we looked at the problem more from the perspective of the customers themselves, and the company's commodity policy not only considered the customer factors, but also considered the overall development and coordination of the company.

For example, a group of customers sell well, purchase more, return less; C customers are poor in business, complain much, purchase less and return more, who do you prefer?

This is market rules Only by continuously introducing high-quality new customers and cultivating potential customers, can the proportion of A-class customers increase continuously and the company will continue to develop.

To understand this truth, every time we represent a brand, we must strive to be a good customer of the company and strive for more support.

When it comes to support, the company's biggest support is quality goods support, because the biggest profit comes from sales, and the most powerful guarantee for sales is the supply of best sellers.

When others are out of stock, you have the goods, and you have more new and better selling funds, so you can seize the opportunity. It is not realistic for a small number of customers to hope that the company can reduce the discount supply when shopping.

When the order is placed, the main push will be stocked up in large quantities. As soon as possible, the stock market will be listed as soon as possible, and the selling trend will be found as soon as possible.

Order is preferred when shipped (except for goods not paid), category a customers are preferred, customers with less returns are preferred, and customers with sufficient loans are preferred.

Order customer distribution key points: priority order, and then recommend part of this season sell list and AA section (non order stock is 15 to 20 days later than the order customer).

The key points of new signing of customer's distribution are: the best seller in this season is AA and the special price is 20% to 30%.

Replacement of goods within 20% seasons.

In general, the implementation of such a commodity policy, the use of the national north-south time difference, so that most of the company and customer inventory is tested by the best seller, greatly reducing the experimental new inventory, in order to jointly resist risks. If you love the new style, please make full use of the order and order the new money.

3, using data analysis, explore suitable for their own commodity management methods.

Through data statistics and analysis, we jointly improve the team's best-selling forecast level, sales promotion level and inventory handling level. Progress in the process of summing up experience and lessons.

Failure is the best teacher. Only through experience can we know more clearly how to do it. Each customer needs to study his own data. The process of accumulating experience and lessons must be done by himself, and no one can replace it.