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Upgrading Service "Soft Power" &Nbsp; Becoming Market Operator.

2012/3/30 19:27:00 14

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Because of the blind development of new market, the word "saturation", "competition" and "homogenization" has become the most commonly used term to describe commercial real estate in recent years.

Clothing market

There is bound to be a new change.

In terms of market management, there has been an essential change in the professional market of Chinese clothing in the past twenty years.

Market management

From the initial property management to the current market operation, the pformation of this role has brought about updates in business, customer service and promotion.

Just as a boss in the industry sighs, "when the hardware is updated, the software needs to be improved.

soft power

Renewing the concept of management and cultivating modern professional talents

The management is changed from management to service.

The core competitiveness of the market is supported by good product brand quality, good quality businesses, loyal buyers and consumers, and strong market brands. In the face of new trends and new developments, the mode of operation has also been raised to a new height. When business and product brands are promoted to a certain level, the traditional management concept will also change to a meticulous, scientific and efficient service concept.

As a continuous operation of commercial property, the value of clothing professional market is mainly reflected in continuous operation. How to stand out among many competitors through professional management? Management will no longer be traditional passive management. Active and sound scientific professional management will play an immeasurable role. Professional product packaging, precise promotion channels, effective consumer groups' cooperations and aggregation, brand continuous cooperation and scientific performance mechanism will quickly integrate into the professional market management system.

Market management can not be simply understood as property management. It should be the pformation of management thoughts to business services, and every manager should become a consultant of business. This is "consultative" service.

The Jin Rong trade city located in Central Plains of Zhengzhou carries on professional knowledge training through various ways; secondly, it regards Jin Rong's commercial city and merchants as a whole, carries on the bundled promotion and promotion, and uses the internal publication "Jin Rong monthly" to propagandize for the factory free. In addition, Jin Rong carries on the omni-directional Market Research and the information collection and management to the area that the merchant's products may extend to. In the place where the occupancy is relatively high, efforts should be made to excavate the cultural connotation of the Henan style clothing and publicize it, and adopt a face-to-face propaganda way to the low occupancy area, and direct the merchants to go directly to various cities for propaganda.

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Jin Rong introduced an advanced management system to carry out dynamic data statistics and information tracking of the business situation of the merchants, and keep track of their needs at any time. When they found that there were problems in the business and the sales performance went down badly, they would send out the customer manager to help solve the difficulties.

Each customer manager has the marketing knowledge and rich marketing experience of the clothing industry, and when the merchant is in trouble, he acts as a special "consultant" for the merchant to solve the daily problems such as product display and inventory.

For special cases, an expert group will be set up for demonstration and guidance.

At the same time, improving the overall quality of the management team is the foundation and guarantee for the smooth development of the market service work.

The shortage of managerial talents has always been a major reason that puzzles the overall level of apparel professional market operation and management.

On the one hand, the rapid development of the specialized market has made some of the original practitioners who operate in accordance with the traditional mode of thinking operate and manage in the real work very hard to break through and innovate. They rely too much on the management experience and mode formed in the traditional wholesale market.

On the other hand, many people do not have a correct understanding of the operation and management of the professional market. They feel very boring. They think it is very difficult to deal with merchants, or put themselves in a very high position, and they are too far away from the merchants, disdain to communicate with and communicate with the merchants and have no interest in the work. Besides, some developers do not pay attention to the maintenance of the relationship between the latter and the dealers after the sale of property rights, and do not want to put their energy into the management.

The Beijing Bai Rong World Trade Center has always trained talents and talents with the concept of "people-oriented".

Through its internal quality training and post capacity training, Shangcheng actively develops knowledge workers.

Shopping mall selects ERP system, realizing the idea of "using data to speak and acting according to documents". It is no longer confused by staff turnover or job changes.

Haining leather city thinks that talents are more important than enterprises.

In this regard, the practice of leather city is: the combination of talent training and introduction is mainly based on training.

Because the talents trained by their enterprises are more involved and more emotional in this industry, they do not mean that the imported talents are not reliable, but the talents who have no sense of belonging on the salary are unstable.

The so-called talents, first of all, must discover his abilities, discover and cultivate them, and then use them after training.

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Changshu Garment City pays attention to the construction of talent team, and adopts the open competition method for the market manager who directly participates in the market management.

The clothing city has particularly strengthened the training and education work for young cadres, compiled the plan for the study and development of young managers in Changshu clothing city, carried out competitive activities such as thematic training of young cadres, training and training of Putonghua, Putonghua competitions, etc., so as to excavate reserve talents for subsequent development. At the same time, through the implementation of youth management personnel volunteer service system, all-round training of young cadres has been carried out. In addition, the garment city has also established a Changshu business school with Nanjing University of Finances and Economics, tailored training courses according to the current market development situation and the actual situation of young managers, and comprehensively promoted the comprehensive quality of garment city managers through closed training.

Improving the overall quality of merchants and building platform for creating business opportunities

For business owners with backward business concepts, products that are not in line with market demand and poor management capabilities, they must withdraw from the market through effective means and leave opportunities to strength businesses.

Through various ways, we should enhance the dealer's sense of crisis, form a business atmosphere of strong and big business, and change some dealers' conservative management and aggressive concept.

In this regard, Xu Weimin, general manager of Tianhong Garment City, pointed out that the biggest mission of the market management company is to enhance the market value of the property, enhance the overall influence of the market, and improve the profitability of the market merchants so as to maximize the efficiency of the market.

The market management layer should adjust the storey category according to the business data, adjust the category to row to the market, form the good complement of each other, form a very good format competition situation, adjust the merchants to eliminate the low quality businesses, introduce the strength businesses, ensure a good upward competition atmosphere, and continuously enhance the market competitiveness.

Taking these as the standard, you can make the tune without confusion, and the more smoothly the tune goes.

In the process of market operation, we must give strong support and publicity to the excellent businesses with innovative ideas and outstanding achievements in the industry.

Through their drive, we continuously expand the scale of the leading businesses.

So as to enhance the overall competitiveness of the market.

"The merchants in the specialized market are very hard and diligent groups, but the general education level is not high, and systematic training is lacking.

Modern people buy more things in terms of humanity and spirit. They need more high-end service attitude and service concept.

Jiangsu Changshu Shi Wei Wei Group Chairman Xia Weiliang also thinks.

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Xia Weiliang said that the highlight of the "fishing city" is the strict control of investment. Only those suppliers who check the customs can enter the fishing City, otherwise they will be declined.

Therefore, every incoming supplier, every Monday night, must go to the "boss school" created by salvage city to learn various courses.

Merchants did not understand from the beginning, and now actively participate in the campaign. The more than 50 phase has played a very positive role in improving the overall quality of the merchants in the city, and has been highly praised by all businesses.

Merchants' awareness is in place, and they are willing to follow the market to improve their quality so as to enhance their ability to make money.

"Fishing city" has established a comprehensive tracking management system, and set up a customer service department to deal with the after-sale service of goods.

All clothes bought in the "fishing city" can be complained to the customer service department if customers are not satisfied with the products. The customer service department helps them to exchange and return products. If the customers do not accept them, the market will buy the clothes, then refund the money to the customers, and then do the work with the merchants.

If there is such a dispute, the third time, the market will punish and publicized the merchant, and buyers and consumers can see it on the first floor hall.

After the implementation of the policy, the market disputes have been reduced a lot, from service attitude to commodity quality has been greatly improved.

In addition, the "fishing city" also requires all merchants to mark the price clearly, and the business hours must be synchronized with the market.

Wang Xianfeng, managing director of Hangzhou International Garment City in Hangzhou, believes that the market is not only satisfied with market operators, but also committed to doing trade service providers.

He said that at present, the market is in the period of business support, and investment and business support exist simultaneously.

The mall uses the product exchange platform that connects the whole country and overseas to help brands establish sales outlets in the European market, organize clothing brands to participate in exhibitions abroad, assist domestic brands in international market development, design new product exhibition and exchange services, and enhance the added value of the market.

In the new year, Hangzhou International Garment City plans to import European, Japanese, Korean, Chinese and Hong Kong and Taiwan famous clothing brands with high popularity. It will be displayed on the same stage with the clothing brands in the mainland, overseas brands for domestic brands, platforms for opening up the Chinese market with international brands, and grafting overseas designers to make the market more professional.

Shanghai Shang Zhi Fang fashion industry center is also committed to becoming a fashion industry integration operator.

With the successful operation of the first phase of the Shang Fang Park, the two phase of construction and investment is also in progress. The total construction area of the two phase is about 150 thousand square meters. The project positioning is the continuation and development of the first phase positioning, and forms product differentiation and functional complementarity.

The form of investment promotion is the combination of renting and selling to attract a group of medium-sized clothing enterprises and independent fashion designer studios, the most dynamic fashion industry organization, and to build about 30 thousand square meters of Traders Hotel, catering, exhibition and other commercial facilities.

Wang Yuyun, chairman of the Shang Shi Fang fashion industry center, investment and business law, said: "Shang Fang's business philosophy is" creative window ", from the needs of the development of regional fashion industry to the development needs of cultural, art and design blending places, and finally to the display window of domestic and international fashion industry.

Shang Chai will create a creative park full of fashion, create an innovative cultural heritage park, create a sustainable development park, and create a green eco creative park.

According to Wang Yuyun, the two phase plan of Shang Zhi Fang can be divided into nearly 100 thousand square meters of sales area, which can accommodate 60-80 fashion fashion brands. The large area can be divided from 1000-7000 square meters, which is suitable for different types of enterprises and brand development needs.

Each enterprise brand has its own first floor exhibition hall, and its sunken courtyard has the functions of R & D, exhibition, conference and training. The detailed design of Roof garden, lighting atrium and so on, improves the comfort of office activities, makes the building and environment integrate naturally, and creates a high quality, high comfort green ecological landscape office environment.