Common Problems In Underwear Store Operation

1. Shopping guide training and management

Shopping mall's underwear and chain shopping guide are usually managed and trained by shopping malls.

Some suppliers mistakenly believe that there is no need for further training.

As a matter of fact, the training of shopping guide is only general, but the training really plays its role.

It is said that the sale of underwear on the terminal is eight times better than that of poor shopping guide.

This problem is particularly important in shopping malls.

Because when customers shop in the mall, they often buy your competitors without buying you.

Therefore, we must strictly comply with the norms and training of the brand so as to create an excellent shopping guide team.

It is necessary to keep the goods flowing smoothly and keep a reasonable stock.

This reasonable inventory is not the same thing as what people often call "stock".

Reasonable inventory refers to the unsalable goods which can guarantee operation and no backlog.

If you have more than a year old goods in your warehouse, to be exact, this is called "operational precipitation". These goods need to be dealt with actively.

Moreover, the shopping mall itself has an account period (usually in the middle of the month, which has a business account of last month. In other words, there is an average of more than forty days). If the goods are not working well again, the pressure on the funds will be very serious.

Business is bound to suffer from inventory problems. You will never be able to sell one hundred percent of the imported products. You must be decisive in dealing with the unsalable style. When dealing with this problem, you must deal with it, because backlog will only lead to an increasingly devaluation of the product, and at the same time, it will also bring greater financial pressure, resulting in the cash flow can not flow normally.

For overstocked products, they can be processed at a reduced price or as a promotional product.

At the same time, you should regularly check your inventory, clearly understand the direction of the product, and analyze the sales data in detail, so as to reduce the risk of backlog.

Promotion is one of the most effective ways to clean up inventory.

The essence of promotion is to find a suitable reason to give consumers preferential treatment, thereby promoting sales.

Why do we say so? Years of experience in brand lingerie chain stores tells us that no reason to cut prices or discount will hit the loyal consumers in the early stage, and the loyal customers in the early stage are our core customers.

There are many forms of promotion, and the majority of underwear consumers are women. Therefore, the general promotion of underwear industry in general stores is a more effective way for female consumers.

There are usually raffle promotion, gift promotion (pay attention to choosing the right gift) discount promotions, joint promotions (with other image based brand promotions, such as women's products, cosmetics, fitness, etc.) roadshow sales promotion (also can be model shows) and so on.

Shopping malls sometimes engage in some vigorous activities such as May 1, national day, and holiday celebrations in shopping malls.

In such activities, shopping malls generally require brands to take part in activities.

We can participate in general activities, for example, the activity of thirty percent off or twenty percent off of the whole market will give a certain rebate (usually 5%), which makes it profitable.

But now the competition between shopping malls is also very fierce, so the stores are competing to lower the price and damage the suppliers' interests to win the sales volume.

A shopping mall went on sale last year. It bought gifts and bought one hundred coupons for sixty.

Finally, the supplier will force 62% off checkout.

That is to say, if your purchase price is above 62% off, you will lose it.

Such activities will not take part if the market does not require mandatory participation.

However, there is another move in the shopping mall. Some activities are not compulsory, and suppliers are reluctant to participate.

The reason is that you enjoy the popularity of shopping activities.

In addition to the training, inventory management and promotional activities mentioned above, the most effective place to compete is goods. Marketable products are always the best tools to deal with competition.

A complete product system should include: the image product of positive price, the special product of running volume, and the product of striking opponent.

The most important thing is to crack down on competitors' products.

In shopping malls, underwear areas are usually concentrated together, and fighting with rivals is often a bloody struggle.

And now the underwear is homogenized, which requires you to select some special products that are close to the main products of your opponent, to lower the price and impact the market.

Small range selective price wars tend to be much better than beating prices.

Now, there is a bad trend for friends who operate underwear in shopping malls, that is, the importance of shopping malls to knitted and underwear areas is getting weaker and weaker. In this case, the underwear area is becoming more and more partial and the area is getting smaller and smaller.

Some friends did some calculations for a while, and found that the expenses in the shopping mall were too high, some even accounted for about 35% of the turnover, resulting in extremely low gross profit or no money at all.

In fact, no matter whether the market is changing or the cost is too high to make money, it is the most important thing to make efforts to increase turnover.

If the turnover goes up, all problems will be solved.

For most of the underwears friends, shopping is a good choice.

Although the underwear industry is no longer a profiteering industry, the steady growth rate is still a safe investment.

The low cost and low management cost directly reduce the risk of underwear in shopping malls.

Adjusting our mindset, every brand dealer friend of our brand can make an easy shopkeeper in the happy underwear business.