Interview With Peng Fang, Manager Of Ordos Airport

Consultant first sales second

It's hard to imagine that the slim and elegant appearance.

In order not to delay the training of Erdos shopkeeper in the afternoon, Peng Fang consulted with reporters and changed the interview to the morning.

For Peng Fang, the weekly store manager training is an excellent platform for Peng Fang to become a fashion consultant in Ordos, so she cherishes it very much.

Peng Fang, who entered in 2004, has been sticking to the dream of "fashion consultant".

Because of her persistence and love for fashion, after a year's shopping guide, she was promoted to be a store manager and created a good result of annual sales of about 11000000 yuan in a single store.

In order to pursue a broader fashion dream, Peng Fang joined Ordos, hoping to become a strong fashion consultant as soon as possible.

In Peng Fang's opinion, fashion consultants can be excellent shop managers, but not all good shop managers can be called fashion consultants.

Peng Fang told reporters, "every Tuesday we have a store manager, every time we have different themes: Cashmere knowledge, brand history, design culture, fashion collocation, sales skills...

The company has professional lecturers for us to explain, and we will also exchange and interact at the scene, from time to time will inspire new fashion ideas.

In order to meet the launch of 2010 spring and summer products in Ordos, there was a special training for silk scarves.

Ordos is still absorbing more international fashion resources, which will provide more opportunities for us to become fashion consultants. "

When the reporter entered the 90 square meter Ordos capital airport image shop located at the capital airport, he saw the color and design of the products show elegant artistic atmosphere, creating a relaxed and tranquil atmosphere in nature, fine and calm.

A fine and fashionable dress. The tranquil Eastern tone on the skirt is intertwined with the western style of collision, the exquisite Oriental pattern and the abstract western pattern. More than ten kinds of bright irregular geometric blocks of blue, red, black, white, green and so on are strewn with each other, which vividly depicts the design personality of the French artist Du Fu and brings great visual impact to people.

"These are all international fashion masters created by the international fashion master Du Fu.

GillesDufour, a former art director of CHANEL, has rich experience in many international first-line brands such as Fendi and Balmin, and rich resources in the world's top fashion circles, ensuring the design standard of Ordos fashion.

The irreplaceable advanced materials, the design of the times, the characteristics of life and the modern technology of bringing forth the new, make Du Fu form a vivid and elegant new fashion image of Erdos.

And this series of products has become the first soil for training us to become fashion consultants.

Peng Fang told reporters that the series began in the 2009 autumn and winter, and got the general praise of the market and the fashion world.

This autumn and winter, in keeping with the characteristics of cashmere design, dufl also introduced velvet jackets, windbreaker, wool coats, cashmere coats, cotton clothes, down garments and other series of fashion and accessories.

In the face of the escalating products of Ordos, Peng Fang has also encountered the question of customers: is it Ordos? Is it really Ordos? You can make cashmere sweater very well, and I'm afraid not to do this summer wear. Whenever you meet this scene, Peng Fang's team will answer the customer with a confident smile: This is the new international fashion master series of Ordos. The quality will be as good as the original cashmere product, and the design will be more international. The product category will cover the whole products of spring, summer, autumn and winter. Do you believe you can try it?

Customer -- fashion consultant second steps

"As front-line staff, we need to cultivate customers, but in fact, customers are also training us."

For Ordos customers, Peng Fang thought they could learn a lot from them.

Erdos's customers have stronger economic strength, richer social experience, higher fashion awareness and higher awareness.

Starting from the 80s and 90s of last century, Erdos customers are the elites of that era.

Now Ordos customers are definitely elitist.

Therefore, their demand for fashion is not as low as that of ordinary young people, but rather higher than that of some young fashion brands.

But the fashion they want will be deeper, more meaningful, more detailed and more quality.

Just last week, Peng Fang, who has just participated in the company's 2011 spring and summer new product preview meeting, found that Ordos consumers generally had higher demand for fabrics, such as many marketing companies put forward the use of men's white silk fabrics.

"Our consumers need higher quality clothing, and even pay a higher price for that."

Peng Fang said.

Therefore, in Peng Fang's view, only by truly winning Ordos customers can he become a real fashion consultant.

The Ordos capital airport store is located in the security inspection area. The special geographical environment also brings some special emergencies, which make them face more challenging challenges from customers.

One of Peng Fang's most memorable memories was that a customer waiting for a plane tried 7 clothes, but finally found that there was not a proper number, and she was about to board the plane.

The customer became impatient and told Peng Fang that if she did not have the number she needed, she would not buy any other clothes.

Peng Fang finally decided decisively: to find someone to pfer the goods from the downtown area, and send it in a hurry.

Finally, in the first 5 minutes of the boarding, 7 pieces of clothing were delivered to the customer in perfect condition.

This is the service requested by Ordos customers. The details are absolutely careless.

"We have always been very sincere in evaluating customers, never pushing customers to buy, just let her try them on."

Peng Fang explained, "customers are generally divided into two kinds: purposeful and purposeful.

Targeted customers, we can directly help them choose.

The purposeful customers need more communication and proper guidance, and the requirements for our fashion consultants will be higher.

But customers who have no purpose often buy more large bills.

Fashion Consultant -- greater room for future

Peng Fang said his next career planning is from store manager to regional manager.

In her view, fashion consultants will make store managers and salesmen have a broader space for development.

Therefore, unlike other brand store managers, Peng Fang has never used to use sales data to measure employee's professional level.

"If you always ask employees," today's fitting, a few deals, "and other topics, they will feel very stressed.

And I will focus on the management of shopping guide, how to guide shopping to become a good fashion consultant.

When shopping guides become excellent fashion consultants, sales naturally increase.

As a store leader, Peng Fang attached more importance to emotional communication and experience imparting, especially in the actual sales demonstration and on-the-spot follow-up and summary.

When the customer enters the shop, she will teach the staff how to receive the customers. When the customer tries clothes in the fitting room, she will carefully select another customer waiting for the fitting.

When the reporter asked her how to understand the word "shop manager", she said, "the manager is when the staff encounter difficulties, as the manager, you have found a solution."