How Can Underwear Terminal Stores Achieve Breakthrough?

What are the effects of poor management of terminal stores?

Because the terminal store is at the bottom of the management level, it directly faces the customers, is the direct consumer, and assumes the most fundamental and important role of the enterprise logistics.

The downturn in sales level and the continued downturn will lead to terminal cash block, further affect the cash flow of enterprises, and prevent the worsening of adversity, which will lead to the exhaustion of enterprise capital chain. Therefore, business owners should pay attention to the underlying sales problems, jointly undertake the breakthroughs in adversity, and solve the problem of ending breakthroughs and upgrade them to the strategic level to face and solve them.

To solve the sales problems at the terminal and achieve the breakthrough of adversity, we must analyze the specific circumstances of the operation, instead of going all the way.

This is not a way of long-term stability, nor can it solve the fundamental problems of the terminal, and can not reverse the timely situation of adversity.

In the past, business owners and marketing teams, including managers and regional supervisors, blindly believed in discounts and activities, attempting to achieve terminal sales and regional sustainable development through family specific marketing, price marketing, conference marketing and sad marketing.

In fact, this continuous action in the discipline of marginal marketing has made us forget.

Or the initial management of enterprises, the dilemma of being driven by profits, bound our innovative thinking, and firmly controlled our business strategy.

Now, we divide the terminal into enterprises and analyze them one by one. We can see the essence of the problems and solve the problems in a targeted way instead of fuzzy management or general disposal.

In the era of big data, we need to deal with the craftsman's heart. We should not be lazy.

I believe you are quite familiar with and clear about store classification, that is, we usually talk about the three categories of ABC.

Class a shop is the image shop, B store is the standard store, C store is the sales shop. The past A+B+C store management is only a policy distinction, and the daily management is together. Basically, the behavior is dominated by the passive behavior of sales refund, thus giving up or no use at all.

At the level of planning, it analyzes and seeks for problems.

Therefore, there is no so-called market management and commodity management.

I remember chatting with some friends, saying that the current marketing director is basically dead. He is on the way to collect money or to rush money.

And it is certain that sales refund is important, but the problem often appears to be lagging behind.

In production, we often say that the quality inspection is divided into prenatal quality inspection, production quality inspection and post natal quality inspection. However, in marketing management, many enterprises have not carried out early warning management, and basically lost the best time and opportunity to deal with problems.

Business enterprises are always in perfect layout at the beginning, but in the process of implementation, there are many people who are out of tune.

Due to the practical problems of manpower and management, many enterprises have failed to carry out the channel planning for the A+B+C shop management classification, leaving great risks for future development.

Therefore, the implementation of the terminal store's breakthrough plan is the first to solve the problem of channel planning.

Quickly adjust the layout of A+B+C, or restore the original plan before making the cluster effect of "tug of heating" realized.

This is also a detailed description of the "satellite city channel structure" I put forward in 2012.

The optimization and integration of channel planning will form the first combat strength in adversity sales.

Channel planning will form the first fighting power, and the end of the brand and business owners will be able to break through with the end.

Then we began to talk about the adversity of a single store.

Because

The development characteristics of the industry, as well as the historical formation and many other situations, the basic operators of underwear still retain two very notable characteristics (there are many patterns now, but there are still two shops with the most characteristics).

This is what we call large and medium comprehensive underwear shop and single brand shop.

In fact, big or small, the underwear shop operators basically operate these two characteristics as "underwear supermarket stores" (including some brands of direct and franchise stores).

Return to the basic point, the single shop breakout basically revolves around the three elements of "people, goods and fields". Our traditional operators have heard the most of these three words, accepting all aspects of training, and speaking these three words. But basically, in action, the essence of the three words of the times can be understood and accomplished.

Every terminal owner, every shopkeeper, achieves this rule and management element, but how to use it well varies from person to person, depending on the quality requirement and ability difference. Therefore, our terminal boss and business owner often exclaim: "good shop manager is hard to find!" instead, he handed over the business Scepter to the manager, and entrusted the business hope to the store manager.

Even a husband and wife shop, there is no good manager can entrust the operators, but also concentrated on thinking in selling behavior, sustained a kind of thinking and theory, still hope to be able to "sell explosion", expect to get a lot of the company's so-called explosion, good goods and so on.

{page_break}

Over time, most of our single stores stay here. In the inertial thinking of people, goods and fields, we can not solve the problems in order. The so-called single shop promotion is that we hope to find a good shop and fill good products, and we can solve the dilemma.

Such a final situation is now the situation we face: sales decline, money block, inventory increase and staff turnover.

What I want to say here is not that the traditional industry is dead, but that your traditional industry is dead.

Calm down, in this Internet plus and craftsman spirit, the era of IOT is imminent. Mobile intelligence has also entered into life. How can we think about how the underwear terminal stores can achieve adversity?

The first step is the breakthrough of thinking, that is, we often say that the choice is greater than the effort and the direction is better than the method.

Here, I would like to share with you the first consideration of empathy, from the perspective of consumers, to look at the "people, goods and markets" at the operational level.

First of all, excluding the characteristics of Internet shopping, we pay attention to entity management, that is, experiencer's consumption behavior.

First, the location of shopping has shifted. The former regular consumption place has changed due to the change of shopping habits.

Second, shopping choices have shifted. In the era of homogenization and crowding out, consumers' first shopping elements began to shift from brand loyalty to eyeball economy.

Third, the shopping experience has shifted. The previous price customers began to pfer to the experienced customers.

Fourth, the pfer of shopping settlement has shifted from cash pactions to interconnected pactions.

Fourth, budgetary consumption habits have been greatly adjusted, and the bulk sales or sales of couplet generated by the sales level have increased, and the number of customers who are spending ahead of time has increased, and consumption habits have shifted to the level of credit consumption.

Therefore, from the three elements of traditional shops, "people, goods and fields", to solve the breakout problem, the first thing is to solve the problem of "field".

In this "field", not only the problem of the site, but also the problem of the place, and the definition of the gas field.

First of all, solve the core and irreversible problems of the "field", and solve the other problems at the primary and secondary levels. This is the primary factor for the breakthrough of terminal stores' adversity.

Here, maybe some friends will say, my business place is fixed, it is impossible to move or move. How can I break through with adversity?

In fact, we are still thinking breakthroughs, or we should pform our thinking into the ways and means of solving problems.

The rule is the same, it is also the pposition thinking, and the "field" is also the first element.

Just now, the "field" is no longer a generalized field, not a layout, not a location problem, but it is still a problem of selling gas fields and business places.

Specifically, it is the layout of the door, the display of goods and the display of windows.

Now, speaking of this, we believe that under the influence of Internet consumption, the first condition for the traditional shops to face the adversity to break through is to begin to consider the "field" problem, which is what we call the "field" problem.

A large comprehensive store needs to consider whether the big scene has been pferred in the shopping environment where it is located, and its own "field" needs to adjust the structure of the business circle and take measures to deal with it.

And small single brand or category stores need to professionally and technically deal with their "field" and integrate more close to consumers' experiential shops.

For example, re layout design, increase the humanities embellishment, increase the sense of hierarchy of shopping, lock the preferences and habits of target consumers in the region, conform to the contemporary style of light decoration and heavy decoration, use decoration and commodities, props, use professional doors and display, continuously increase the atmosphere of consumer experience, promote the mature conditions of sales and purchase, and guide consumption.

The second step is professional implementation, in the spirit of craftsman cognition of professional strength.

This is what we often say about professionalism, concentration, concentration and concentration.

Because of the impetuous society nowadays, many services are not lacking in the system, but in the process of implementation, they often become indifferent, and fail to achieve the desired results.

I believe you have a deep understanding of display and training. More operators say it is difficult. We often do it by ourselves, but sales are not effective.

Here, I would like to elaborate on a joke in WeChat recently.

Why do people read books? What is the use of reading?

When you see the sunset on the coast, your mind is full of "sunset clouds and solitary ducks flying together."

This is probably the difference between reading and reading.

I believe you should have a different attitude towards professional understanding.

That is to say, what we did before was done.

And not necessarily reach the level of professional implementation, there is a huge room for improvement before doing and doing well. This is the second major factor to solve the problem.

Many operators, for the understanding of "people", focus on training shop owners and shopping guides. Actually, the people I mentioned here are not only that, but also the professional outsourcing agencies, commonly known as think tanks, in fact, they analyze the management and execution separately.

The loss of salesmen is a problem that every operator will inevitably encounter. At the same time, it is also the primary problem that restricts the development of shops. It is also the main problem that restricts the breakthrough of adversity. Therefore, how we should adjust and solve it is also very important.

To separate management from execution, let the profession guide and implement, and the standard is supervised by the system again and again.

The terminal store's breakthrough plan is a guaranteed one vote in the "human" link.

Ensure good shops, good products, good decorations, and good people to implement them.

In this link, the operator realizes the risk control by leveraging the principle, and reduces the generation of human controlled sales behavior to the level below the control level, and completes the preparation for the breakthrough of adversity.

{page_break}

Finally, the most important concern before us is goods.

There are many legends about goods. For example, if I have good goods, I sell one hundred thousand a month.

Or, our products are out of date, and we can't afford to sell them. But what I am here to share with you is not the "goods", but the commodity planning, or the purchase and sale of goods.

According to a preliminary understanding, many of our enterprises and operators have established sales data analysis, sales report summary, sales conference and so on, but the terminal that really attaches importance to or implements commodity planning is very few.

Business owners do not pay much attention to it, and brands do not insist on them.

Only when the stock comes up, when sales block, then shout, "good goods, you come back soon, I can't insist on one."

The key point for terminal stores to break through is not to sell well or sell well, but to focus on inventory analysis, capital turnover and dynamic sales.

Long term stability, only pragmatic, diligent, professional services, in order to enable our terminal stores to achieve adversity and breakthrough adversity.