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In terminal store management, performance management can be said to account for 100% of all the daily work of retail management, which means that our daily work is actually for terminal stores to have a good performance.
In terminal store management, performance management can be said to account for 100% of all the daily work of retail management, which means that our daily work is actually for terminal stores to have a good performance. In store management, learning to diagnose the performance is beneficial for retail managers (store manager, district head, direct selling supervisor and direct selling manager) to find out the problems of terminal stores in time.
The six data of store performance diagnosis that I want to share with you today include: passenger flow, store entry rate, experience rate, transaction rate, connecting rate and return rate.
First, passenger flow.
The so-called passenger flow refers to the number of people who pass by the store in a certain period of time based on the store address, and this number belongs to our target consumer group. It should be specially reminded here that passenger flow is different from people flow, and refers to customers who do not belong to our target consumption.
The influencing factors of passenger flow generally include: weather, location, promotion, activities, etc.
Lifting method:
1. Make a pivot table according to the daily sales receipt, directly determine the peak and low periods of sales performance, and find out why there are peak and low periods. Then according to this trend, different marketing strategies are made at different stages.
2. Every season, the store should do a good job in the theme of the event and publicize it in a conspicuous position at the door (such as window, throwing table, etc.). For example, it is the World Cup, and we can use this global event to promote the event and increase our passenger flow.
Second, the rate of entering the store.
The so-called store entry refers to the total number of people entering the store, and the store entry rate = number of people entering the store/passenger flow * 100%. The rate of entering the store can directly reflect the atmosphere of the store. If it is well built, the rate of entering the store will be higher, and if it is built in a normal place, the rate of entering the store will be lower. At present, the entry rate of many fast-moving consumer goods is generally high, while the entry rate of high-end clothing is generally low, because the consumer groups have been limited.
Influencing factors: brand influence, store image, store atmosphere, window, gold display area.
Lifting method:
1, adjust the store music, choose to play different music in different time periods, and emphasize the control of music when lighting, which many store managers have not noticed;
2, shop lighting adjustment, some shops will turn off some lights because of the boss's "open source and reduce expenditure", it is recommended not to turn off the lights of the shop even if there are no guests, which will give customers a bad shopping atmosphere.
3, the color control of the store, this aspect is mainly through the display to adjust, when doing the display, there must be a theme and main color.
4. Adjustment of personnel status. When the rate of entering the store in the light field is particularly low, the store manager may wish to organize the clerk to learn group calisthenics, or let the clerk stand at the door for oral publicity.
Third, the experience rate
The so-called experience rate is the probability that customers experience products in the store, and the experience rate = the number of people who experience/the total number of people who enter the store. Many people will get used to it as a try-on rate, which is the same.
Influencing factors: sales skills, presentation, service, etc.
Lifting method:
1. According to the sales situation in this area, the products (price, color, etc. ) products suitable for local consumers will be displayed to enhance customers' interest.
2. By enhancing employees' sales skills, when there are marketing activities in the store, make a short and effective sales phrase, so that employees can enhance customers' desire to try on through this sentence.
3. Keep telling employees that we must strengthen the customer's try-on rate, because the try-on rate determines the purchase rate, so that the sales staff can actively and enthusiastically guide and encourage customers to experience the products.
Fourth, the transaction rate.
The so-called transaction rate is the proportion of transactions, and the transaction rate = number of transactions/number of stores * 100%.
Influencing factors: sales skills, employees' familiarity with products, marketing plan, etc.
Lifting method:
1. Employees should be fully familiar with products, be able to do a good job in sales according to the service flow required during training, and handle the objections raised by sales staff and customers.
2. Strengthen the training of new employees so that ... >>
Question 2: The reasons for the negative growth of clothing sales in the same period, how to answer this simple question, such as what style, weather, demographic factors and surrounding business districts led to good sales last year, and what caused the negative growth this year?
Question 3: How to improve the obsolescence rate of clothing sales? All garment practitioners are very concerned about how to deal with the problems such as leg shrinkage and pilling deformation, but such problems have not been well solved. It can be said that our shopping guides encounter such problems every day, and how to effectively solve them is directly related to the improvement of sales performance. We believe that to solve this kind of problem, we should start from the following four aspects: recognition and praise: everyone likes to listen to good words, even "God" likes to be praised.
Give confidence but don't promise: provide enough facts and evidence to make the customer feel that there is no need to worry about this problem with confidence, but don't tell him if his legs will be colored, so as not to interrupt his future.
Weakening problems and transferring contradictions: shopping guides should learn to foster strengths and avoid weaknesses and transfer contradictions. Because considering that the questions raised by customers are quite unfavorable to sales, sales should simply ignore such questions and quickly and actively shift the focus to other topics, such as whether clothes are suitable, the effect of clothes and the matters of fitting.
Seize the opportunity to introduce: when the other party decides to buy this dress and pay for it, the shopping guide will introduce him to the maintenance of this dress in concise language. This will make it easier to improve the transaction rate and customers will be more moved, but there is no need to tell customers the maintenance knowledge of clothes before they decide to buy them.
Shrinkage, pilling, deformation and other problems can be handled according to this idea we provide. As long as the shopping guide is familiar with the above four points and recites and uses the following language templates correctly and skillfully, practice makes perfect, which will definitely improve the ability to deal with such problems and greatly improve the sales performance of the store.
Question 4: What are the factors that affect the development of clothing stores? It is the accessories you use in clothing, such as zippers, buttons, rivets, or ribbons and lace. . .
However, you are talking about clothing, and there are clothing accessories on it. Actually, I don't know what kind of answer you want. Let me say it briefly. If you have any questions, please leave a message and I will try my best to help you ~ ~ ~
In fact, the sound factor is to be harmonious, including color, ornaments, materials and popular elements.
Question 5: How to do the sales analysis of the clothing industry? Clothing has the influence of type/style/season/blessing sales behavior, and the general analysis result is the statistics and comparison of data, and finally forms a report. If you don't have detailed data at hand, you can only explain it from the aspects of industry analysis, product analysis, season analysis, sales behavior, model clothing category analysis, etc. For example, whether it is in line with the average sales and profits of the whole industry, whether all quotas have grasped the sales or fashion trends of the whole industry, what is the relationship with seasonality, whether it is in line with sales behaviors and methods, and whether it is better than other clothing enterprises in general; The analysis mainly compares the products with historical, present and future products, finds out the advantages and disadvantages and summarizes them;
Question 6: How can the clothing industry increase off-season sales? Haier Zhang Ruimin once said, "There is no off-season market, only the concept of off-season." The fundamental change of ideas is the premise of being light but not light. Off-season marketing, peak season sales, especially the clothing industry, will gain more in the off-season than in the peak season, but how to do it and how to do it is a problem worthy of our consideration.
The alternation of off-season and peak season is like the rotation between seasons. After the depression of everything, the return of spring followed, and after the scorching sun and the hot summer, it was fruitful. July is coming, the weather is getting hotter and hotter, and the mood of merchants is getting more and more restless, because the legendary off-season is coming. There is a good saying, "laymen watch the excitement, but experts watch the doorway." In fact, from the meaning of off-season, different people have different views, and everyone has different views on off-season and different ways to choose. When every road is in front of us, the right to choose lies in our own choice, whether to defend or give up, but no matter which road we take, there is only one purpose, to ensure that it is bright, not bright. I have some insights from my own work in recent years. The first is the adjustment of mentality. To fight a prepared battle, we must first be psychologically prepared, change the concept of off-season, make the market prosperous in the off-season, change the attitude that no one wants products in the off-season, adopt an indifferent attitude towards customers, do not form a vicious circle, and have confidence in the off-season. China football qualifying is a sentence from head coach Milu: "Attitude determines everything." If you can't change things, change your attitude towards them. Second, arrange the inventory reasonably in advance, deal with the inventory to reduce the burden, adjust the product structure, carry out organized, targeted and creative promotional activities, and control the goods to prepare for the upcoming peak season. Third, analyze and investigate competitors, and fully understand them. Sun Tzu's Art of War said: "Know yourself and know yourself, and you will be invincible." In the offseason, we have enough time to get to know our opponents, learn from their strengths and correct our own shortcomings. Our opponents are our mirrors, so we should learn to make good use of them. Fourth, in the off-season, we should have more energy to make brands and promote storefronts, meet customers' needs and shorten the distance with customers.
In fact, there are many ways to make the off-season prosperous, and each store's own situation is different. Therefore, stores should really solve problems according to their own conditions, increase sales, create profits, and be light but not light. I hope the above points can give you some inspiration and help, and I am enough! Song Yongyuan, manager of shoe chain management company.
Question 7: The present situation of clothing industry With the deepening of global economic integration, the competition in the clothing industry is becoming increasingly fierce, and the industry is gradually developing in the direction of science, technology and health, which also puts forward higher requirements for the development of China's clothing industry and is also the key to building China from a clothing power to a clothing power. The fundamental factor of building a strong clothing country is to rely on the leap-forward progress of clothing science and technology productivity to achieve a substantial increase in labor productivity. As can be seen from the above figure, most provinces that provide raw materials for China's clothing industry are located in coastal areas. With the deepening of the development of the central and western regions, the provinces in the central and western regions began to undertake the wave of industrial transfer, and the garment industry moved from the coast to the mainland, and garment industrial parks were built in various places. 20 12 inland provinces have become active areas for garment enterprises to invest, especially in the central and western regions, which still maintain a good development momentum. Jiangxi, Anhui, Henan, Hebei, Hubei, Hunan and other provinces bucked the trend and achieved rapid development. From 20 12 to 1-6 months, China's enterprises above designated size completed a total garment output of1247 million pieces, up by 7.73% year-on-year, including 6.352 billion pieces of woven garments and 61./kloc-0.80 billion pieces of knitted garments. ; There are 14243 enterprises above designated size, and their main business income increased by11.66% year-on-year; Total profit increased by 9.66% year-on-year; The retail sales of clothing products of enterprises (units) above designated size totaled 453.8 billion yuan. China garment enterprises should clearly understand the current situation, see the development direction of the industry, speed up industrial upgrading, constantly introduce brand-name products, create value chain marketing, and realize the combination of culture and technology. Only in this way can they be invincible in the new situation. Generally speaking, the clothing industry in China is on the rise, and with the participation of some e-commerce, the competition is more intense. But on the other hand, it also seeks more benefits and convenience for users. As a result, clothing sale activities came into being in this environment, and Dangdang, which mainly focuses on book products, also entered the ranks of clothing sale. At the end of March, Dangdang launched a huge sale activity on its own sale channel "Tail Goods Exchange", which not only provided preferential treatment for users, but also had a positive impact on the entire clothing industry. During the Qingming small holiday, with the approval of the State Council, the National Development and Reform Commission, the Ministry of Finance and the Ministry of Agriculture jointly issued the target price of cotton for 20 14. The notice issued by the National Development and Reform Commission shows that the target price policy is an agricultural support policy that protects the interests of producers through price difference subsidies on the basis of the formation of agricultural products prices in the market. After the implementation of the cotton target price policy, the temporary purchasing and storage policy was cancelled, and producers sold cotton at market prices. When the market price is lower than the target price, the state will subsidize the producers in the pilot area according to the difference between the target price and the market price, planting area, output or sales volume and other factors; When the market price is higher than the target price, the state will not give subsidies. Specific subsidy payment methods shall be formulated by the pilot areas and announced to the public. The technological process of garment industry production is: product planning → selected design → sample production → industrial sample garment production → sample size enlargement (size enlargement and reduction) → cutting → sewing → ironing → inspection → finished product. The main equipment for garment production is industrial sewing machine and cutting and ironing equipment. The development trend of industrial sewing machines is: high speed, single machine automatic sewing, single machine special sewing and multi-station automatic sewing. In order to improve the design and management ability, electronic computers have been applied to the clothing industry. Since 1970s, people have attached great importance to the scientific research of clothing efficacy. Its contents are as follows: ① Study the relationship between human body, clothing, environment and climate; ② Study the wearability of clothing materials; (3) To make the best clothing design for different use ranges; ④ Improve the clothing performance from the aspects of health, hygiene and comfort. Different garment enterprises have different organizational structures, production forms and management by objectives, but their production processes and procedures are basically the same. Clothing production generally consists of the following eight main production units and links. 1. Clothing design Generally speaking, most large and medium-sized clothing factories have their own designers to design clothing styles. Clothing design of clothing enterprises can be roughly divided into two categories: one is clothing design, which formulates a set of regular sizes according to the size ratio of most people and carries out mass production. When designing, we should not only choose fabrics and accessories, but also understand the equipment and workers' skills of the garment factory; The second category is clothing design, which designs all kinds of clothes according to market trends and fashion trends. 2. Pattern design When the design pattern of the clothing is confirmed by the customer, the next step is to draw patterns of different sizes according to the customer's requirements. A drawing that enlarges or reduces the standard pattern is called. Quot pattern grading, also known as pushing files. Large clothes ... >>
Question 8: One of the reasons for the formation of clothing stocks: China is a big country in the clothing industry. Many domestic manufacturers rush to produce goods without even doing market research. The clothes produced may be unsalable because of price, style, color, season, region and other reasons, forming inventory. In the past few years, many clothing manufacturers have fallen into financial difficulties because they can't handle the inventory, and some even led to bankruptcy and closure. Second, some garment manufacturers blindly work overtime, which leads to unqualified clothing and unsold products, resulting in a large inventory. Thirdly, due to China's entry into WTO, foreign orders are increasing year by year, and foreign trade orders are very strict. A slight mistake may lead to the return of orders and the formation of inventory! Fourth, foreign trade. After receiving the foreign order, the other party paid the deposit. However, due to various reasons, the contract was broken and became an inventory. This is the so-called "foreign trade original order". Due to the strict requirements of clothes made abroad, in order to prevent the production of some unqualified products, manufacturers deliberately increase the number of some products so as to replace them when problems are found. If the product is completely qualified, the increase will become inventory, which is now called "foreign trade tail goods" 6. Due to the particularity of the clothing industry, no matter what clothing, what country, clothing manufacturers will have inventory, and the inventory of China clothing manufacturers is generally better than 20%, and some even higher. Seven. If a brand sells one of the styles in the current season, the merchant calls it "explosive", and the clothes are mass-produced, but they are not sold out as before, so this one is overstocked until it becomes in stock after the season changes. Eight. There are many reasons for the formation of inventory, and only one simple example can be given here.
Question 9: The development status and trend of China's clothing industry According to the analysis of China women's clothing industry market demand forecast and investment strategic planning analysis report 20 15-2020, in recent years, the trend of high-end clothing in China is obvious. According to the data from the Data Monitoring Center of Prospective Industry Research Institute, in 20 10, the consumption of high-end clothing increased by 3 1.2%, and the consumption of low-end clothing increased by 19.2% and 18.4% respectively. 20 1 1 year, because the price of branded women's clothing increased by 35.7%, the growth rate of clothing sales decreased, but the sales of high-end women's clothing still reached a growth rate of 20%.
According to statistics, in 2008-20 1 1 year, the market share of women's wear in China was in the top ten and the concentration of the top twenty brands was low, with the market share of the top ten being about 24% and the market share of the top twenty being 35%. Among them, the market share of Ports, White Collar and Marsfield, which had great advantages, all declined.
According to the analysis of the women's wear industry research group of Prospective Industry Research Institute, the main reason for this result is that the company has not been established for a long time and there is no company with absolute advantages in brand awareness and market awareness. All brands are in the stage of their own expansion. The advantages of capital channels in recent years are very important. In the future, the competition will begin to serve while expanding the competition, further establish and enhance the brand connotation, and form an internal competition with brand characteristics.
It is worth noting that the price of high-end women's wear is higher, and the requirements for fabrics, design, workmanship and details are higher. There are certain barriers to industry entry, which makes it difficult for online stores and traditional low-end brand enterprises to develop high-end women's clothing brands, and the impact of online shopping on high-end women's clothing brands is relatively small. In addition, high-end mature business women's wear brands are highly recognized by domestic consumers, and there is no strong international brand to expand in China.
To sum up, China's high-end packaging industry is in the development period, especially the high-end packaging industry has a very broad market prospect.
Question 10: What is the prospect of the clothing industry in the last two years? According to the Analysis Report on Market Demand Forecast and Investment Strategic Planning of Women's Wear Industry in China (20 15-2020), in recent years, the trend of high-end clothing in China is obvious. According to the data from the Data Monitoring Center of Prospective Industry Research Institute, in 20 10, the consumption of high-end clothing increased by 3 1.2%, and the consumption of low-end clothing increased by 19.2% and 18.4% respectively. 20 1 1 year, because the price of branded women's clothing increased by 35.7%, the growth rate of clothing sales decreased, but the sales of high-end women's clothing still reached a growth rate of 20%.
According to statistics, in 2008-20 1 1 year, the market share of women's wear in China was in the top ten and the concentration of the top twenty brands was low, with the market share of the top ten being about 24% and the market share of the top twenty being 35%. Among them, the market share of Ports, White Collar and Marsfield, which had great advantages, all declined.
According to the analysis of the women's wear industry research group of Prospective Industry Research Institute, the main reason for this result is that the company has not been established for a long time and there is no company with absolute advantages in brand awareness and market awareness. All brands are in the stage of their own expansion. The advantages of capital channels in recent years are very important. In the future, the competition will begin to serve while expanding the competition, further establish and enhance the brand connotation, and form an internal competition with brand characteristics.
It is worth noting that the price of high-end women's wear is higher, and the requirements for fabrics, design, workmanship and details are higher. There are certain barriers to industry entry, which makes it difficult for online stores and traditional low-end brand enterprises to develop high-end women's clothing brands, and the impact of online shopping on high-end women's clothing brands is relatively small. In addition, high-end mature business women's wear brands are highly recognized by domestic consumers, and there is no strong international brand to expand in China.
To sum up, China's high-end packaging industry is in the development period, especially the high-end packaging industry has a very broad market prospect.