Experience: How To Change The Physical Store Downturn

According to the world clothing shoes and hats net. In recent years, the market competition of shoes and clothing has been increasing. Shoes and clothing enterprises The development is facing severe challenges. In such a competitive environment, actively seeking a way out and realizing the transformation and upgrading of enterprises is a major concern of many brand enterprises in the past two years. 28 years ago, the shoes, shoes and garments made in Cambridge have started the pace of transformation and upgrading from the subdivision channels. From top to bottom, we have formulated a global strategy and set up benchmarking market from bottom to top. The two-way strategy of Cambridge shoes and clothing has gained initial results after a period of practice, and Chen Shaosen, from Cambridge shoes and clothing Sichuan branch, has a deep understanding of this. Follow Xiaobian to understand it.

　　 Active upgrading service to cope with market changes

"With the change of market structure, the audience positioning of our footwear industry should be more precise." Chen Shaosen believes that after the market structure enters the buyer's market, the consumer psychology of customers has changed from "good products to good" and "cheap price" to "quality is good enough" and "service should be good enough". In the future, consumers will pay more attention to the demand for style, quality and service. The Cambridge style shoes and clothing with the main features of the British campus equipment, with its campus cultural differences, has a strong visual identity of the campus classic design elements, showing a deep cultural precipitation, so that more parents and children realize the style of Cambridge British fashion.

The classic style, perfect category and excellent quality have always been the purpose of brand building for shoes and clothing in Cambridge. The high proportion of shop floor needs to rely on service characteristics to attract customers, rely on professional influence customers, and rely on pleasant experience to retain customers. In the past, everyone said that the channel was king. Whoever occupied the market would win. So in the future, Sichuan branch will increase support for terminal store operation services, help dealers strengthen customer adhesion and enhance business efficiency. Chen Shaosen said. Actively promote standardization of the terminal image and standardize operation.

Since 2015, the Cambridge footwear and Apparel Corporation has launched the "thousand store side" terminal image demonstration project in order to further enhance the recognition degree of Cambridge brand. Sichuan branch actively promotes the standardization process of terminal image " shop Refurbishment involves the cost allocation of dealer decoration, and the branch in this process actively combined with the actual operation of the terminal, rationally arranged and progressively promoted it, and finally achieved excellent results. Chen Shaosen said. Finally, through this event, the dealer store of Cambridge shoes and clothing received many publicity opportunities and established a good reputation in the minds of consumers. As of the end of the voting session, a total of 337247 people participated in the voting. By actively promoting this activity, the overall turnover of Sichuan branch has been greatly improved. "Shopping experience in physical stores can not be replaced by online shopping. Excellent products plus good shopping atmosphere are bound to form sticky sticky repurchases, thus establishing a good cycling ecosystem between terminals and consumers." Chen Shaosen said. In addition, the Sichuan branch took the lead in responding to the call of the head office to realize the office building of agent operation center, equipped with more than 200 exhibition hall, integrating product display, customer negotiation and office functions into one. Chen Shaosen said: "the upgrading of the operation center is intended to enhance the brand image, meet the needs of the sustainable development of the brand, and display the complete brand image. At the same time, it also helps to standardize the operation of shoes and clothing in Cambridge when it comes to contact with interested customers. Cambridge footwear integration milestone, join hands with dealers to seize business opportunities

Since the start of the shoe and clothing business in Cambridge, the performance of the terminal has been improved step by step, and now it has entered the seventh year of the integrated development of shoes and clothing. After seven years of exploration and development, Cambridge shoes and clothing have become more and more steady in shaping the "British campus equipment". Chen Shaosen believes that from a business point of view, the price of clothing products is much higher than that of shoes, and the probability that consumers purchase more than two items at a time is much higher than that of shoes. "Therefore, the physical shops of the future Sichuan branch will vigorously strengthen the sales and operation of the clothing block on the basis of the original sales. We have conservatively estimated that clothing sales in the future will be 2 times the growth margin of the business market now. The growth of the clothing sector by the head office is highly consistent with the development of the Sichuan market. In this regard, Chen Shaosen led his team to develop a series of reform measures: 1, the existing entity store to win the fittest. The size and shape of the store should be conducive to the sales of clothing, 60~80 square meters, with double doors as the best; 2, actively cooperate with the head office's "field teaching strategy", precipitate a year's time and professional consulting management company to guide the distributors to open shop, sell, have a structured and planned operation of the terminal entity store.

In the future, Cambridge will devote itself wholeheartedly to building a new way to create the quality of shoes and clothing industry, and enhance brand strength and influence. "Cambridge shoes and clothing 2017 autumn product order will be held in March, when we will have more detailed implementation strategy, we will lead distributors to walk on the brand road better and better. Chen Shaosen said with assurance.

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