I. Sales
1, because the market share of the brand I serve is not the attitude of the strong, so in the sales process, we must strive to compete for the market share of competitive brands at the same level and be harsh. Taking Xidan xx Store Sports Store 100 as the analysis object, the whole shopping mall mainly sells sports shoes, and the passenger flow of the whole shopping mall is mainly young people. With the hosting of the 2008 Beijing Olympic Games and the vigilance and reuse of SARS and bird flu, people's consumption of sports will surely flourish.
2. I should match the goods completely, such as sports shoes+jeans+casual sports tops. The brands around me, the competitive brands I have established are jeans jive and casual shirt bossini. I choose them as our main competitive brands, rather than Levi's and Lee's, because I think competitive brands are brands that we can surpass or be surpassed in the process of strategic development. In the process of competition, try our best to restrain the development of competitive brands within the acceptable profit range. In the process of competition, conceptual warfare and price war are mainly adopted.
3. However, we should use tactics flexibly. Don't touch the stone with eggs. Avoid reality and be empty, and use it flexibly. For example, if jive shows a pair of jeans, I will fight with you with jeans with strong price advantage and strong style advantage. No matter what he says, I will resist. If the other side's competitive advantage is too strong, and my profit doesn't allow me to make blind behavior, then I will attack from his weakness. However, in the process of fighting between the two sides, we should also pay attention to the market share of other brands to avoid the benefits of others.
4. In the process of sales, the inventory proportion and display of goods must adapt to the sales proportion of the whole freight yard. However, it is still a matter of overall momentum. For example, if my sales share of men's T-shirts is 40% and that of women's T-shirts is only 20%, then I must not adjust my inventory to 40% for men's T-shirts and 20% for women's T-shirts, because if I do so, the momentum of my women's wear will be weakened. Because the integrity of the brand is extremely important, or richness. In terms of goods display, I think the entrance of the freight yard must be open and easy to enter. Because the decisive factor of the whole sales is nothing more than the passenger flow and the customer's stay time in the store.
The manager of the store must know what is the best-selling model of his store and what is the most profitable shelf. In different stages of store development, different display ideas are adopted. If they are in the survival stage, they should display the best-selling models on the most profitable shelves. If it is a well-off stage, it is necessary to adopt different combinations of best-selling models and slow-selling models to achieve the scene of blooming everywhere. In addition, the most popular display idea at this stage is color matching, but in the process of color matching, we must pay attention to the overall layout, the display of the smallest display unit, and then the overall combination layout.
When displaying, we must make full use of the collocation of green leaves and red flowers. If you simply repeat the colors and don't make the finishing point, there will be an embarrassing situation in which the whole page has no focus.
6. In terms of storefront posters, we must highlight the theme culture of the brand. Design comes from life and feeds back to life. In concept marketing, we should tell our customers what kind of occasions our clothes are worn in order to find a * * * sound with our customers' attitude towards life. When collecting sales data, we must treat each store separately, so that each store can get a message, so as to give the most accurate feedback on design and production. The setbacks encountered in the sales process should be made up in the plan for the next season. For example, this week, the sales of men's T-shirts only had a market share of 10%. Why 10%? How much can you improve in the sales process in the next season, 15% or something else? This inference must be well-founded and strategic.
Summary of the daily work of clothing sales Chapter 5 The management of exclusive stores should be effective in order to reflect the overall management level. How to improve the single-store sales of specialty stores is the focus topic of the whole clothing industry. In my opinion, to start with the store manager, the store manager is the soul and leader of a specialty store. His work ability and leadership ability directly affect the performance of the whole store. In order to grasp the management of the store manager, whether it is an enterprise producing clothing or a shopping mall selling clothing, the store manager's understanding is very clear-
Many store managers know their roles in this way: a store is like a home, and the store manager is the parents of this home. Parents should worry about all the problems of this family, including personnel, goods, hygiene, furnishings and so on. If any small detail is not taken into account, it may have a bad influence on their work.
More enterprises hope that the store manager is an excellent director. The storefront is a performance stage, the hardware facilities of the storefront are scenery and props, and the company's constantly changing products throughout the year constitute the material of the story. The store manager should organize these materials into attractive stories and tell them to every guest who patronizes. Whether the story is told well depends on the organization, planning, arrangement and courage of the manager.
Either way, it shows that the manager is the leader of a store, the link of corporate culture information transmission, the executor of the company's sales policy and the gymnast; It is the spokesperson of enterprise products and the core of the store.
Therefore, the store manager needs to stand on the position of the operator, comprehensively and scientifically analyze the operation of the store, and comprehensively implement the company's business policy. Carry out the company's brand strategy and give full play to the functions of the store manager.
Job responsibilities of the store manager:
1. Understand the brand's management policy and implement the sales strategy according to the brand's characteristics and style.
2. Abide by the company's rules and regulations, carry out the instructions of superiors, and complete the tasks assigned by the company.
3. Responsible for managing the daily work of the counter, supervising and evaluating the work performance of the shopping guide, reflecting the employee dynamics in time and training the shopping guide.
4. Be responsible for the accuracy of inventory, account book making and commodity handover.
5. Responsible for the replenishment of goods in the store and the display of goods.
6. Assist the supervisor to handle and improve the operation of the counter.
7. Assist the supervisor to communicate and coordinate with the mall.
8. Provide public relations promotion activities of brands around the shopping mall on a regular basis as needed.
9. Understand the sales situation of surrounding brands, register and provide daily in-store passenger flow information.
10. Stimulate the enthusiasm of shopping guide and adjust the shopping atmosphere of the freight yard.
The manager's work focuses on:
As a store manager, she can't be positioned as a promoter or foreman. Her mentality is the boss. How to cultivate this mentality has a lot to do with the company's cultural system. This is the art of management, and a scholar dies for a confidant; As a responsible store manager, we should pay attention to the details of daily work. Store operation is usually divided into three periods.
Summarize the daily work of clothing sales. Six key sales methods should be targeted. The design, function, quality, price and other factors of clothing should be suitable for people, so as to truly make the guest's psychology transition from "comparing" to "believing" and finally sell successfully. It is a very important link in sales to make customers have the belief of buying in a very short time. Key sales have the following principles:
1, starting from 4W. Making suggestions on when to wear, where to wear, who to wear, why to wear, etc., is conducive to sales success.
2. The main points should be brief. When explaining the characteristics of clothes to guests, the language should be concise and clear, and the content should be easy to understand. The most important characteristics of clothing products should be stated first, and then spread out layer by layer if you have time.
3. Specific performance. According to the situation of the guests, improvise, don't be stereotyped, just say simple and general sales language such as "this dress is good" and "this dress suits you best". Change the way of speaking according to the sales target. Introduce different contents to different guests to suit different people.
4. The clerk grasps the fashion trends, understands the fashion pioneers, and explains to the guests that the clothes conform to the fashion trends.
In the process of clothing sales, I train salespeople. In addition to showing clothes to customers, salespeople will also recommend clothes to customers according to their situation, which will arouse their desire to buy.
Shanghai Maxim Clothing Co., Ltd. is a registered company authorized by Maxim Clothing Import and Export Corporation in China. Maxim enjoys a high commercial reputation in Europe and has joined more than 1000 stores. 30% of its products are purchased in China. The products made with European fashion design style and China handicrafts are unique in charm and sell well all over the world.
Italian woodpecker brand, a story from virgin forest and a world-famous clothing brand, was founded by Monterey family in Rome, fashion capital of the world, Italy.
After the Mondry family took the South American primeval forest guard as the clothing trademark, it became famous in the international fashion world with its concept of "nature, affinity and culture" and its personality of "elegance, nobility and elegance". The Monterey family is a clothing family in Rome, fashion capital of the world. Mr. Monterey is also a wildlife expert and enthusiast. Among many exotic animals and birds, he thinks it is a brand trademark that expresses noble life taste and world-class style. Since then, the Monterey family has devoted all their inspiration and wisdom to this. For decades, it has been well-known in Europe for producing elegant men's wear, women's wear, children's wear and accessories, and also in the fashion circles of Milan, Florence, Venice, Paris and London. With its unique design, ingenious tailoring and fashionable classic style, it has won the admiration and trust of consumers all over the world, especially in Asia-Pacific markets such as Hong Kong, Singapore and Japan.
As early as 1980s, "Woodpecker" brand has entered the China market, and is deeply favored by Chinese all over the world. At the beginning of the new century, the company acquired all the shares of French Woodpecker Clothing (Hongkong) International Group Co., Ltd., and its [(Z.M.N.) Bird] brand trademark has been approved and registered by the people of China and the Trademark Office of the State Administration for Industry and Commerce, with the registration number: No.60, No.25 clothing, and the products are divided into more than 20 projects. Therefore, the company established Tiya Woodpecker Clothing (Suzhou) Co., Ltd. in Chinese mainland, and set up a monopoly headquarters in Merchants East Road, Yushan Town, Suzhou City, to display all its products, with Shanghai Maxim Clothing Co., Ltd. as the exclusive agent and organizing the implementation of franchise stores throughout the country.
A high-end business and leisure brand with high quality as the core and pragmatism and fashion life blending. Clothing suitable for daily work, social interaction and outdoor life pays attention to simplicity, fashion and comfort. Noble and fashionable diversified style positioning will soon create a perfect, classic and fashionable menswear series with good reputation and excellent quality.
2020 has passed and a new year is unfolding. As a clothing store clerk, I will summarize my work and experience as follows, and hope you can give me guidance and suggestions.
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