Brand A Theory &Nbsp; Teach You Innovative Marketing.

To improve the efficiency of single store, starting from the analysis of the causes of data and business sluggishness, according to the data analysis of sales daily tables, we find that a store's sales are down, and list the reasons for every aspect of the downturn. For example, the sales turnover rate of shops is not high, so we must first strengthen the sales skills of guide salesmen; if customers enter the shop rate is not high, then we have to Brand publicity Store image, Display of goods Product promotion and so on.

All kinds of reasons, I believe, are all centered around the "4P" in marketing.

First, products: how to understand the needs and desires of consumers.

Through the establishment of sensitive points in the store's iconic products, iconic products must meet the needs of the promotion of single store performance according to the store management factors. The specific procedures are as follows:

1, according to the container display area, calculate the sample quantity and reasonable inventory ratio of the store products; draw up the best display plan according to the size of the store area, analyze the number of shoes that can be displayed on the basis of several commodity partitions, and SKU excessive or insufficient is the premise of affecting the sales, so this work is very important.

2, combined with store attributes and stock product structure, reasonably plan the proportion of new and old products; if image shop, old products should not be more, otherwise it will affect the image of the entire store, that is, product positioning and shop attributes need to be consistent, which is also a common fault of most dealers.

3. Combined with past historical data analysis, the sex ratio, series ratio and type ratio of new products are reasonably planned.

4, refer to competitors' relevant product information and market changing needs, and then make corresponding adjustments.

5, combined with the current market trend, we should reasonably plan the color, material, heel and last type of new products.

The creation of symbolic products has put forward systematic requirements for the marketing and service of stores. We must integrate with other factors. Only in this way can we make the logo products a powerful tool to create brand and realize the rapid growth of shop innovation.

Two, price: how to make consumers willing to buy and pay.

In general, the footwear industry is competitive oriented to establish the price system of the channel, to implement completely different prices in the segmented market, to make small profits but quick turnover, and to compete for customers with purchasing power cost advantages. The retail price of leather shoes terminal is generally based on the supply price. It has become the price strategy of Wenzhou shoes for the three or four level market. In the actual operation process, the price positioning should be consistent with the market level of brand elements, so many management problems will be displayed in the process of single store operation. This is a problem worthy of forewarning.

In recent years, because the cost factor of the whole industry chain is rising, the space of the product's selling price has not been raised enough, which requires the store to improve the performance of single store and increase the added value of the brand, so as to adapt to the environment that the market is sluggish due to the rising cost.

Nowadays, footwear manufacturers like to follow the trend of discounted sales (besides dealing with tail goods, etc.), and even allow customers to develop the habit of waiting for discounts and purchases, which will also enable consumers to buy and pay. But in the long run, shoemaker can not earn too much money or even lose money, ignoring the growth of the brand. The success of the brand is that the taste has seized the minds of customers, so that customers are willing to pay for the taste and safety of products, and to ensure this process with good service, which is a high degree of marketing success.

Three, channel: that is, how to make consumers buy more convenient.

How to arrange outlets and how to set up categories according to shops, the following three points can be used for reference:

1, choose a good location according to the needs of different target consumers, and design a good store image.

2, shops are classified according to different attributes, such as (image stores, parity stores, special shops, community stores, counters, special offices, etc.).

3, refer to competitor's location and attribute information.

" Brand A theory It holds that "A" (the first word in English "approach") means "approaching". "Brand A theory" is the whole business activity that enterprises integrate various resources to effectively "approach" the needs of customers. In the process, the brand is continuously promoted and enterprises continue to develop. So that customers can enjoy the real good service from the "A" management in all aspects of the channel. Therefore, the channel layout and terminal layout need to be changed according to the needs of consumers. Only on this basis, brand shoe enterprises can build barriers, gather popularity, consolidate customer loyalty and establish brand reputation.