Wuhan Department Store: Insist On Being A Buyer Rather Than "Two Landlord".

This year, Wu Guang cosmetics and women's wear sales will win the first place in the national department store without suspense. Sports, leisure, tide brands and underwear brands rank first in the national department store. Overall sales are expected to increase steadily this year. The brand leader of Wuhan Guang is watching the weather forecast every day.

"In order to control inventory." The person in charge is born and bred. wuhanese It is well known that when the seasons are changing, Wuhan can go through three seasons a day. If the supply is not seasonally adjusted, the sales will be affected. There are two WeChat groups in her cell phone, one is the brand general manager group, which is used to communicate sales volume and trend, and the other is the regional manager group, which is specially used to control inventory. For example, the weather is cold, and there are too many skirts, so we need to add our overcoats. For example, it's getting hot, sweaters are much, T-shirts are missing, and T-shirts should be added.

Once a French dress brand had eaten the weather of Wuhan. The brand has a special liking for skirts. One winter, the brand leader of the Wu Guang brand reminded the general manager of the brand to add a coat, but the other side did not take the matter seriously. Until they transferred the goods to Wuhan, Wuhan had been as warm as spring.

In addition to the weather forecast, the head of the operation Department of Wuhan Guangzhou has to follow every day. Salesperson Communicate the sales situation and judge the clothing preferences of Wuhan Based on sales volume. "For example, many European brands like to have sleeveless style because Europeans and Americans are used to fitness, with beautiful arms. But the Wuhan people are not. " According to the head of the operations department, Wuhan girls are also beginning to wear sleeveless with the development of fitness. But many years ago, Wuhan girls did not like to wear sleeveless, so she would communicate with brands and ask brands to add sleeves.

" Online shopping Although you can "see" tens of thousands of clothes, but to pick out really good texture and good material and wear it on your body, it really needs Kung Fu and luck. Wu Guang responsible person believes that although the situation facing the department store is very grim, it has an advantage in the "experience". If we can get rid of difficulties, the key is how to enlarge the advantages. "We must stick to the buying system, not just the two landlord."

The official explained that in the past, the increased operating costs of department stores could be transferred to consumers by raising prices. But now, the price of goods is more transparent, and it is difficult to pass the cost. If we want to cultivate consumers' stickiness, we must do their "grass planting machine" (network language, introduce goods, let the other side beat heart, produce desire to buy).

To this end, Wu Guang's enterprise propaganda team has quietly transformed into a "buyer team". They know who the target consumers are, who they buy for them, what goods they buy to meet consumers. Reporters saw that on the official micro scale of Wu Guang, headlines were not "commodity promotion", but "buyers' recommendation".

For example, in the "beauty appreciation" campaign that just ended half a month ago, the enterprise propaganda department will push the star products such as make-up, skin care, perfume, beauty tools, and so on every day, and vote by consumers to decide the annual gold medal products. Under the rule of "one fan only one category can vote only one vote", nearly 30 thousand of the consumers voted. Many consumers sigh, "a WeChat teaches us how to protect skin in autumn and winter", "Wu Guang, you are my grass planting machine", "the more such an activity is, the better."

"On the one hand is to strengthen interaction with consumers, on the other hand, it is to provide more guidance to local consumers." "Good department stores will always make people feel fashionable and novelty," Wu Guang head said.