Clothing Store Marketing "People, Property And Things" Are Indispensable

domestic clothing The consumer market experienced a sharp rise and fall and then gradually became stable from the beginning of the financial crisis to the general downturn of the department store industry in the middle of the year, and then to the end of the year. At the same time, Chinese clothing enterprises also experienced a reshuffle during the year. The truly powerful clothing brands not only did not fall in the crisis, but were able to stand firm and continue to wait for opportunities to develop.

Statistics show that the share of China's domestic market will continue to grow rapidly in the next few years. For every local brand that hopes to become truly bigger and stronger, whether it can sell well in the domestic market will become the key to its success. However, it is also in the context of the financial crisis that the consumer psychology of domestic consumers has become increasingly rational. It is difficult for businesses to simply let consumers take out their wallets through crazy discounts. Therefore, how to use the existing terminal channels to attract more customers has become the most concerned topic of many brands.

To really create more effective profits at the terminal, store management is the top priority. Therefore, during the year, store managers who exercise management power learned and applied store management trend 。

From the perspective of the composition of store management, it can be roughly divided into four aspects: "people, money, goods and things". If effective management and deployment can be achieved in these four aspects, then the operation of the store will inevitably be improved to a certain extent.

"People" is the most critical of these four aspects, because the main body of activities in each store is the salesperson. If we can achieve success in personnel management and make the store have a team that can work together, the overall operation of the store will naturally get twice the result with half the effort.

Wang Xueshuang, the store manager of Amour's flagship store in Beijing Jinyuan Lufthansa, has clearly divided the work of shopping guide. In addition to the professional shopping guides in the store for LaClover, Aime, Aimei, Aimei, and Aime Men, Wang Xueshuang also assigned special personnel to manage goods and warehouses, replenish goods, and collect cash. At the same time, all employees in the store should submit a job analysis every week. Such a clear division of labor, on the one hand, ensures that the store can achieve 100% of the accounts in the monthly inventory, on the other hand, it also defines the responsibilities of each shopping guide, making the reward and punishment mechanism more open and transparent.

Fu Xiaoqin, the store manager of Beijing Jinyuan Yansha Store, has the store's shopping guides perform their own duties: some of them are publicity oriented, so they let her manage; Some shopping guides are introverted and careful, so they let her do more detailed work; Some shopping guides have more ideas on display, so they let her be a display assistant. She believes that only people can make the most efficient work in the store.

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For "finance", in addition to the financial management and sales records of the store, the most important thing is the sales of goods. All the management of the store is actually preparing for the final good sales performance.

Li Miao, the store manager of Golis Beijing SOGO, assigned specific sales tasks for each shopping guide, and also strictly stipulated the position and order order of the shopping guide in the sales process. A and B seats are set up respectively in the left and right channels of the store lobby. If there are two shopping guides working in the store, whenever a customer enters the store, no matter which channel he or she takes, the shopping guide standing at A has the priority of reception. At this time, the shopping guide at B cannot move. When the guide of position A receives the customer and starts service, the guide of position B can fill the position A. When the shopping guide in position A has received the customer, he should stand in position B. By analogy, the two shopping guides implement the rotation system, which can effectively avoid the order grabbing between them.

There are 4 shopping guides in Landi Beijing Beichen Shopping Center, and the store manager Yang Jianhua arranges 2 in the morning and 2 in the evening. If the sales of a shift declines within a certain period of time, Yang Jianhua will transfer the shopping guide of one night shift to the morning shift, and exchange the staffing of the two shifts. Because the two shopping guides have worked together for a long time, it is easy to form a fixed model, and also easy to generate burnout and lack of motivation. Therefore, changing partners can generate vitality and freshness, and improve sales efficiency.

In the link of "goods", it includes the goods management of the store and the goods display. Today's consumers pay more and more attention to the display effect of the store when shopping. On the other hand, in the face of increasingly rational customers Store display The effect is amazing enough to attract consumers into the store.

Zhao Ya, the store manager of Lucie Beijing Lufthansa Friendship Mall, put this year's purple series and leopard print series products in the most prominent position in the store. This is because leopard print is a popular pattern in the world this year. The golden leopard print is visually eye-catching and can attract more customers. At the same time, Zhao Ya placed four models in the front of the store, displaying clothes that are easy to attract in color and style in this area, so as to maximize the attention of customers.

Dalian Sifan Company formulates corresponding display design according to the theme of each series of products. For example, during the National Day, Sifan's stores are mainly red; During the Christmas season, the store is mainly white. In addition, Sifan Company has shortened the period of store display exchange from two weeks to one week, and the main model's dress pays more attention to the jump of color, so that it can regularly attract customers.

The "event" covers the communication between the store and the mall and the company, various safety measures, etc., the most important of which is the development and implementation of the store's management system. Only under a clear system can all the work of the store be carried out in an orderly manner.

When Yang Cheng, the head of Beijing Zhongyou Department Store of Goliath, just took over the management of the store, he found that there was a contradiction in the sales commission system of the store's shopping guide. At that time, the sales commission of the store was determined by dividing the total sales volume of each shift by the number of shopping guides. However, because there was a male shopping guide in the store who was not very good in sales ability and often helped other shopping guides in the same shift to go out of the warehouse to replenish goods, the shopping guides who were on the same shift felt that the average sales performance was delayed by him. In order to protect and encourage the initiative of shopping guides in sales, Yang Cheng changed the commission system to personal commission. At the same time, taking advantage of the strong physical strength and strength of the male guide, Yang Cheng sent him to take charge of the store's warehouse running and replenishment instead of taking on the sales task, and took a small part of the sales performance of each other guide in the store as the sales performance of the male guide. Since then, there has been no conflict between in store shopping guides because of the commission problem.

For the store management, the above "people, talent, material and things" can be said to be the most important four levels. In the current market environment of "terminal is king", it has become the consensus of brands and store managers to win the market.