Marketing Knowledge And Skills Of Garment Salesmen

High store operation cost is a difficult situation for apparel brands to get rid of at present. In order to improve the efficiency of single store and successfully operate large stores, it is necessary to have product development and supply chain integration capabilities of large stores, strong product management capabilities and complete operation team reserve.

In recent years, major clothing brands have been laying large stores in key markets, but the pressure of expansion and overall performance growth is increasing. When developing more high-quality new stores in these cities is very difficult, we should start with improving sales performance of single stores to improve profitability of single stores and enhance overall operational efficiency.

Relevant data show that Metersbonwe The Ping Ping store has a flat effect of 22 thousand yuan, and its franchisee flat effect is 18 thousand yuan. There is still a big gap compared with the ZARA, UNIQLO and other famous fast fashion brands about 50 thousand yuan. In fact, after recognizing this problem, the United States began to make adjustments, and the shop plan in 2012 was very prudent. According to Metersbonwe media Commissioner Tan Weiping, this year, the United States store growth plan fell from 30% in 2011 to 5%~10%, and the focus will also be shifted from store expansion to store efficiency.

Needless to say, improving the efficiency of terminal stores is the most important factor in developing the big store mode.

However, this is a systematic project. It should start from many aspects, such as shop location, commodity management, retail operation and so on. In addition, effective commodity planning and management is also the core step to enhance the efficiency of large stores, because large stores need richer and more innovative product portfolios. Large shops usually have special product lines, but because the number of flagship stores is limited, the volume of products for special products is relatively small, which can not play the scale effect of production, which has virtually increased the marginal cost of large stores.

Each brand's big shop disputes, concentrated on the market share, improve visibility and sales performance. But the pressure brought by this is obvious. Enterprises must cultivate excellent managerial talents. Sales personnel Up and down. International clothing brands and local clothing brands need a lot of excellent talents to manage the shops in an all-round way. This is also the key to profitability.

However, it is not only large shops that can set up. brand image Attracting the attention of target consumers can also be done by ordinary storefronts. By creating a series of products with distinct themes, the store can also make customers reluctant to return by virtue of effective and distinctive management.

Cui Wei Department Store Ordifen underwear counters only less than 60 square meters of area, but won the gold medal sales performance of the entire floor underwear, and adjacent to the love, Ttiumph and other shop area is two times. The store sold 400 thousand yuan in May and became the Beijing regional Ordifen brand monthly sales champion.

Yang Yun, the manager of the store, shared the real reason for becoming a champion with reporters. First of all, only in-depth understanding of products can improve the quality of sales. The salesperson needs to study the professional knowledge of the product carefully and try on the new product before he can understand the characteristics of the product and the problems encountered by the customer. Secondly, we need to establish a tacit relationship with employees, rationally allocate jobs so that employees can perform their duties. In addition, Yang Yun believes that even a smaller shop has its own culture and unique characteristics of its own shop. She has carried out activities such as "fitting room culture", "product characteristic culture promotion" and so on, and has made more and more repeat customers and VIP customers.