What Should We Pay Attention To In 2021 After The Epidemic

You opened a women's clothing store, learned a lot of sales skills, read more than 100 books on store operation, and participated in many online and offline courses. When you come back, you find that the performance is still flat. As an old driver who has been engaged in the clothing industry for many years, I'd like to talk about some experience about opening a clothing store today to help you change this confusion.

　　 1. Target customer group positioning

The most basic and core problem in running a store successfully is to accurately target customers. You are not selling air. Not everyone will like your products. You can only meet the needs of some people, and these people are your target customers.

When you have a precise target group, the decoration style, product category, display mode, atmosphere building and so on will solve the problems that you have tangled for countless times, because your direction has been clear.

The more you know about the lifestyle, consumption habits and entertainment hobbies of the target customers, the clearer and more accurate you can locate your target consumers. At this time, you just need to fully meet their requirements, on their appetite, they will naturally become your super user.

2. Professional buyers are essential

No matter how powerful sales skills and marketing routines, it will eventually return to "products". Good products will have a good reputation, bad products will make you infamous, especially in this information age.

If a store wants a good product, it cannot do without a professional buyer

She should not only know how to buy goods, but also know how to sell them.

She needs to know not only the goods, but also the data.

She should not only know how to match, but also know how to display.

Not only does she have to know what's hot, she has to keep her tone.

In the current Chinese market, professional buyers are as rare as rhinoceros horn. If you are very lucky, just have such a "rare treasure" in the shop, please cherish her. If not, you can only carry these jobs by yourself and make yourself a professional buyer. Hard work is inevitable.

　 3. Suitable sources and channels

What's the hardest thing to open a shop? Who dares to be the first? So Lao Zheng sorted out some purchasing skills for everyone.

What should I pay attention to when I pick up the goods?

Purchase goods in accordance with customers' preferences

This is back to the positioning, we must stand in the position of the target customer group to think. Taking goods according to one's preference will only lead to chaos and problems.

Don't trust the wholesaler

This is especially important for beginners. No matter how hard it is, the goods should be checked one by one. Check the quantity carefully and check whether there is any damage. Don't let the wholesaler deliver the goods without taking stock.

Shop around

For the new style, don't listen to the deception of the wholesalers easily, or you have to work hard to run several times, as far as possible to reduce costs, save a dollar is equal to earn a piece.

A small amount

For the new style, we can not know whether the best-selling situation, we adopt the principle of a small amount of multiple items, which can greatly reduce the risk of overstock.

Where to pick up the goods?

The size of the store is different, so are the channels for taking goods.

For stores with less than 10 stores, wholesale market is the main choice. If you want to be bigger in the future, the primary source markets: Guangzhou, Hangzhou, Wuhan, Beijing and Chongqing are your first choice. The rest are secondary wholesale markets.

Although it is fast to get goods in the wholesale market, there are two problems: one is that the quality is difficult to meet the expectation; the other is the serious homogenization of products.

If the scale to 10-50, with a certain strength, can be in the wholesale market is to find high-quality suppliers to get goods, or to find a designer studio for cooperation.

If the scale reaches 50-200, you can directly find high-quality manufacturers for in-depth cooperation; when there are more than 200, you have a considerable right to speak. Suppliers, studios and clothing companies are all your "little brothers", and you can choose as much as you like.

But when looking for suppliers, remember to be related to your own size and sales volume.

　 4. Own store image

For individual stores, the role of brand awareness is too small. And we want new customers to enter the store, rely on the image of the store.

Store image must match the positioning

What kind of store attracts what customers, what kind of customers will naturally enter what kind of store. So, our store image must conform to the positioning of the target customers.

For example: your store target customer group positioning is urban workplace female white-collar, then your space color can not be too gorgeous, simple, partial cool style will be more advanced. Your target customers are middle-aged women, so the shop style can't be too fancy.

Proper use of props

After defining the image of the store, props can be used to strengthen the atmosphere of the store. For example, if your positioning is to follow the literary and artistic style, the props can include logs, books, green plants, coffee or tea, so that consumers can have a more profound impression on your brand.

Display reflects atmosphere

"Good display can improve store performance by 30% - 300%." This statement fully reflects the importance of display, and Lao Zheng believes that "proper display can improve the performance of stores by 30% - 300%"

Different target groups, the way of display naturally varies from store to store. Men's and women's wear, leisure and sports, different shops, the use of display methods are naturally different. Display, the most important thing is to reflect their own shop style.

　 5. Customer experience first

After customers enter the store, everything they come into contact with will become a key factor in whether to buy or not. To create a good experience for customers is not an empty and big lie, but from the perspective of customers, and really consider for customers.

Store hardware experience

Is your fitting room clean and bright? Is your rest area comfortable enough? Does the music in the store match the taste of customers? If your hardware is good enough, it will greatly improve the customer's shopping experience, which will greatly help the performance.

Experience of store service

In addition to the hardware, the rest is the details of the service. Good service will make new customers pay the bill without hesitation, and become old customers, and will also make old customers repeat consumption.

As a matter of fact, all businesses are business of being human. If we serve people well, we can't worry about business.

That's all for today's sharing. It's unrealistic to double the performance through an article. Last but not least, all businesses are human business, and the most important thing is to keep learning, because the industry is always changing. Who can stand in the wind can make more money as quickly as possible.