The Retail Industry'S "Submission" Philosophy Has Attracted Much Attention.

A reporter once asked Michelangelo how he created the masterpiece of David. Michelangelo replied, "very simple, I went to the quarry and saw a huge marble. I saw David in it. I only needed to chisel away the excess stones and remain useful, and David was born."

In today's retailing industry, consumers are becoming more complicated and lengthy, and all kinds of good things are not beautiful after filling up various kinds of "many".

The obstacle to these choices is that it is time for us to stop and think, and it is time to shift to subtraction.

"Rounding away" is also a kind of philosophy.

For stores, the use of addition is inferior to that of adding, and subtraction is like heartache. Those goods, shelves and posters have their reasons for existence. Every place has its meaning, and it is hard to cut them down.

Although there are many reluctant to do so, we must also work hard to do subtraction.

A passageway for a cart.

More than one row of shelves, more than a place to put goods, but also means that more than one place to produce profits.

As a result, shelves in many stores are tight, shelves and shelves.

Narrow and compact between channels.

If two customers push a cart, if they meet face to face, just like a wrong car in the alley, only one side will quit first, and the other party can move forward. Most of the customers who will pull out will not return to the shelf.

The more shelves appear, the more profits they can bring, so the loss of sales and profits can not be measured.

One of the techniques of painting is to leave blank, and the blank space can bring more imagination to viewers.

The layout of the shelves also needs to be left blank, so that they are willing to take out a location, do not display, do not do sales related display, let customers have a place to visit after shopping and shopping, whether they are a seat or a picture, or only a bonsai display.

Proper blanks will bring beauty and enjoyment to customers. This is a reason why customers fall in love with stores.

Many to the goods that you can't choose.

For stores, a single product can produce more sales and profits.

Is this the case? Facing the dazzling products, customers may fall into fear of choice.

Goods of the same function, almost the same price.

There is not much difference. Which one should be chosen? Customers have to buy it on the basis of impression, and the inconvenience caused by human interference to customers.

Too many commodities make the dominant varieties inundated in the ocean. Inferior commodities occupy the resources of shelves, funds and warehouses, and human resources. It seems that they have made profits, but in fact, they are invisible sales and profits.

Therefore, in order to maintain a certain commodity richness, we must reduce the single product and not let the useless single product occupy space and resources.

The obligation of the store is to check the Customs for the customers, select the favorite products of the target customers, instead of mixing them together to make the customers choose.

UNIQLO once tried a single product choice.

In 2010, they designed some fashionable styles that were detached from basic funds, trying to provide customers with more choices.

Unexpectedly, a large backlog of these fashionable items led to a 26% plunge in stocks.

Later, they returned to the basic road and insisted on impressing consumers with fewer products.

Obviously, many may not necessarily represent customers' acceptance and preference.

Countless sales promotions.

Regular organization of promotional items is the working practice of stores, but there are theoretical bases for organizing how many promotional items they sell.

According to industry data, the warning line for promotional products is 25%, which may affect the gross margin.

Besides the consideration of gross margin, too many promotional products will bring many negative effects.

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First of all, the impact of DM is due to the fact that there are too many sales promotions, but the number of editions is limited, so the commodity is shrunk so little that the "poster flower" and other waxing signs are missing.

When consumers take such a poster, most of them do not have the patience to scrutinize. The posters without reading rate consume manpower, material resources and financial resources.

If we reduce the promotional items appropriately, highlight the key commodities and make a poster typesetting able to be layered and hierarchical, the interest of consumers will be greatly enhanced.

Secondly, in order to meet the development space of promotional products, many stores have increased the number of promotional floats, or even split the shelves to display floats.

One by one in the store, consumers are overwhelmed by the oncoming floats. In the eyes of consumers, too many floats make them lose the pleasure of finding products.

Floats and shelves should complement each other and match well to get consumers' favor.

Now, more and more retailers have established the WeChat public number. This is a good platform to communicate with consumers, but some retailers regard it as another channel to promote sales promotion information and brand. Therefore, various promotional information and brand introduction are pushed to more than five daily.

But the number of opening is very low, and some have only two digits. Consumers are not willing to buy these overwhelming information.

Among the retailers' public numbers, Yintai is the one that pushes the least information. Basically, there are two articles a day, and the information is concise and powerful. Even if the copywriter has feelings and temperature, their reading number is the highest, and each one is above four digits.

Now is the fragmented reading era, all energy is limited, massive information will only block readers' footsteps.

Therefore, it is recommended that the retailer's public number should not be pushed more than 3 per day, and only one is good.

Asking for instructions on the way

This is a friend's personal experience. She goes to return the goods.

After the inspection of the goods, the sales staff opened the refund list, and then asked the supervisor to sign the goods.

After waiting for a while, I told the supervisor to wait for the meeting.

Friends first go elsewhere to stroll around, and then come back, although signed, and was told, another department heads need to sign.

It is a waiting to kill the patience of a friend.

The huge and bulky structure makes the simple things complicated.

In the past, one thing has been said. When the customer is the hottest, the supplier wants to see him. He can't see it at all. He can only deal with the grass roots workers for orders, and ask them to sing and bathe in order to get the order.

Later, a decision was made to streamline the organizational structure. From more than 5000 to more than 300, there were more than 200 people in the Department responsible for shirts, and only 7 in the end.

Customers reduce complexity and burden and concentrate on one thing.

For the retail industry, division of labor is not a problem, but how to define responsibilities and division of labor clearly, do not wrangle, do not slow down, do not delay, do not create obstacles, can solve problems quickly, this is a good framework.

Therefore, we must be willing to straighten out the institutions and get rid of the numerous and complicated things, so that we do not let those requests always be on the way.

If we do not remove excess stones, marble or marble, we will never become David.

If you do not remove the extra items, life is still life, but less refreshing and beautiful.

If you don't want to subtract more of the display, products, information and links, the store is still the store, but it is the footsteps of the customers.