Analysis: The Five Core Of Clothing Store

In recent years,

The competition is bigger and bigger, but how to become bigger and stronger? What core issues should be paid attention to? This is a topic that the franchisee should pay attention to. In fact, the main difference between them is that the goods are different and the sales strategy is different, but they are still very similar in terms of management and management. They are mainly embodied in the following five core issues:

1, the number of franchisees.

Franchisees and retailers generally have a single point of operation. Goods can only be sold in a store or cabinet. The number of display locations is limited. The unmarketable goods that can not be returned to Brand Company can only be digested in stores and counters.

As we all know, chain pfer operation is more flexible than single point operation. The flow of goods (delivery, replenishment, replacement, return) is usually controlled by the head office. Franchisees can apply to the headquarters to open branches in the authorized operation area. It is recommended that second stores and cabinets should be selected as the outlets for inventory sales after the first store and cabinet are the main selling points.

In addition, goods can also be pferred through goods pfer, pfer and other means to achieve the purpose of "goods sales", "redistribution sales" and "support point sales".

To achieve a greater degree of commodity diversion, three stores and cabinets should be opened.

Generally speaking, in order to achieve the pfer of goods, men's clothing is suitable for opening two stores, and women's clothing and leisure sports are suitable for opening three shops.

When the first batch of new products are listed on the market, with the sale of second wave and third wave products, some of the main sales outlets will be pferred to second stores and cabinet sales. Some of them will not overstock more and more commodities, affect the display image. On the other hand, they do not have frequent discounts and promotions in the main stores and counters, which will affect future sales.

2, affiliate merchandise strategy.

Because the style of brand clothing is relatively fixed, the time of delivery is also arranged after each order. Therefore, franchisees should strive to sell goods to the most suitable consumers at the best price and get the highest profit.

The merchandising strategies of franchisees include information management, commodity management, cargo pfer management and promotion management.

Information management index

Through the retail management system provided by headquarters, store and cabinet data can be pmitted to headquarters at specified time.

The headquarters reserves data to analyze how to improve the franchisee in the next order, and regularly feedback the VIP card customer points, timeliness and activity rebate to the franchisee.

Franchisees can also monitor inventory according to sales data.

Commodity management refers to the control of commodity volume, classification and analysis of goods, key management, early, middle and late sales management, and adapting to market changes.

Although we have investigated and analyzed the consumers and tastes of the franchisees in the site selection, we need to analyze them regularly and arrange the corresponding commodity sales according to the commodity purchase plan.

When arranging the corresponding commodities, we should consider the following questions: first, what are the main selling goods? Is it ideal for the whole shop? Is the salesperson aware of the characteristics of the products? Finally, do the business people fully understand their commodity consumption groups? They need to understand their brand goods, brand prices, and brand's price bearing ability at the new sales point customers.

Cargo pfer management refers to the pfer of goods and pit management.

When franchisees have more than two sales outlets, they can sell goods from other stores and cabinets from one store to another when they are out of stock in the daily sale. When they sell large holidays or end season promotions, the goods are redistributed at different sales points.

Promotion management refers to franchisees' new ways of listing through headquarters, promoting the activities of designated goods and image promotion to improve the sales performance of goods, specifically to issue coupons, targeted promotions and VIP cards.

Promotion is also a way to solve inventory problems.

3, franchisee personnel management.

The franchisee is usually responsible for the entire operation of the store by the franchisee himself or the manager hired. Shop management focuses on the management of the shopping guide, commodity management and display, and the management of the shopping guide is directly related to the sales performance of the store.

Here are some important points to note:

First of all, recruit suitable guides.

In terms of image and temperament, the demand for men's clothing brand guides is relatively high.

In their own good at dressing and fashion control, women wear brand guide buyers are relatively demanding.

In terms of vitality and appeal, the demand guide for leisure sports brand buyers is relatively high.

Secondly, make a complete list of work in written form daily, monthly and yearly, and provide them with the norms of business hours.

Daily work includes shop opening, cleaning, commodity management, sales performance statistics, replenishment, closing shop......

Monthly work includes performance statistics, merchandise inventory and scheduling.

Annual work includes changing seasons, changing display and decorations, discount promotions and training.

Thirdly, we should implement regular training of brand clothing companies to store managers and guide buyers, and we should carry out product knowledge and sales skills training before the new products are launched every season.

Usually, franchisees should encourage staff morale and open two-way communication every day.

Then, the Commission commission rate and sales target will be used to promote sales.

For most employees, salary is the most important in reality, so incentive incentive plan and performance evaluation can fundamentally attract employees' self promotion and stability.

Finally, train the shopkeeper's order ability.

4, franchise store inventory management.

As the apparel industry has a strong trend of change, although your store's seasonal clothing may be a new product listed in someone else's store, your fixed consumer group has already identified it as a seasonal clothing.

Commodity inventory has always been a big stone in the hearts of franchisees.

Zhao Yingxiong's "terminal dimension power" provides a series of solutions to solve the problem of franchisees inventory. The main points are as follows:

1. Do not order stocks for franchisees. Why?

At the ordering meeting, enterprises invite clothing brand consultation experts to guide the franchisees to order, because the source of inventory is that they have not made detailed merchandising planning.

Second, in the sales process, we should do a good job of monitoring and selecting the right time to market.

Since franchisees have chosen a brand to join, it is natural that the brand is suitable for some consumers in the local market. However, due to the social and cultural influence of the fashion, there are often unpredictable things.

This is an external factor which is difficult to control. But franchisees should do well in internal work, constantly correct the traditional management of goods, predict the inventory problems in a predictable way, formulate sales plans, market time and inventory ratio, so as to reduce inventory.

After all, careful planning is better than dealing with trouble afterwards.

(3) flexible use of short-term and long-term plans to deal with commodity inventories, attracting customers to improvise consumption through short-term price reduction and preferential rebates, or by adjusting the commodity structure, establishing VIP customer management system, and targeting promotions and so on.

5, franchisees multi brand development.

In today's market competition, brand clothing companies develop a brand suitable for another age based on the maturity of the original brand.

Some Brand Company have newly developed two to three brands. They also offer preferential policies to encourage former franchisees to join new brands.

Brand also has growing period, mature period and recession period. The advantage of joining other brands in the same company is that the new brand can take advantage of the mature brand sales channel to occupy the market quickly, and the franchisee can open new sales outlets. If the original store size is large, additional personnel can be added on the basis of the original shop personnel.