Are often invited to discuss the marketing industry will be guest speaker, a few days ago have nothing else, then go to friend's small clothing store,UGG boots cheap, intrusive, just two days, made me more than 10 square meters in this modest small shop, I am ashamed that a lot of marketing sense, and these small business marketing reasons, turned out to be so simple and obvious, yet so practical.
costs, competition and profit
purchase, a friend spotted a clothing, wholesale price 60 yuan, is preparing to deal, an acquaintance told that the paragraph in the wholesale clothing somewhere price of 50 yuan, so the run around 40 minutes later, a group of friends tired to buy 50 of this style clothes, remove the tolls, fares, each garment, but also save a few dollars.
Analysis -
in the industry, each piece of clothing into the store, the owner will generally increase about 50%. If the single purchase price of 60 yuan according to calculation, it sold for 90 yuan each friend, gross profit was 30 million; if the purchase price is 50 yuan, then the clothes can be sold for each 75 yuan, gross profit is 25 million, a decrease of 5 yuan of profits, but the advantage has become a friend.
the first case: If the people of the same series of clothing sold 90, and friends also can sell 90, then the gross margin up to 40 yuan, a friend of the profits at their highest point;
s two cases: If someone sold a 75 yuan to see friends, but also adjust the price to 75 yuan, then the friends of the gross profit is 25 million, while other people's gross profit is 15 yuan, a friend still at the highest point of the profits; < br>
third scenario: If the clothing sales which smooth, others insisted on selling to cost 90 yuan, a friend to sell 75, then the friends of the single transaction price to 15 yuan less than the others, appears to friend points lower profits, but because of quality, style as comparable strong, so the volume will surpass others friends, according to the transaction value of 1:1.5, a friend of the profit point is still the highest, and under normal circumstances, friends, low price when the other owner can not insist on high prices, poor sales, as clothing will, therefore, carried away by friends only, sales to return to the second case;
fourth case, if this series of models poor sales, then friends can the price of 55 yuan a clearance, while other owners have to the price of 65 yuan a clearance, the loss of friends is still the lowest.
marketing insights:
today many of the big companies spend money like water to sell their products, although the relationship between cost and profit calculations, but a few can be serious predicament?
course, shoddy so-called
positioning and friends store sales
proportion of the very interesting style clothing, personalized clothing for young girls, about 35%, the rest are mostly only suitable for young women, but also for middle-aged women's clothing. The clothing store next door are distinctive, clear positioning, but the boarding was not as good as the amount of friends here.
Analysis -
purely personal clothing, the general orientation compared to death, only for a certain class of people, assuming that the actual purchase of such people accounted for 25% of the total population, it means 75% of the loss of other customers, and that 25% of the population can be diverted away by other stores, so the small number of volumes.
If the shop is suitable for all women of all ages clothing, then would lose the store's personality, not the target group, is likely to be another outstanding personality of the store streaming clients, grabbed the beard eyebrows, but what can not catch.
25% of the personalized clothing plus 75% of the common clothes, making young women and women of all ages can be guaranteed to patronize rate, but because of the presence of young women, many women around 30 years old will be followed from the purchase of clothing or personal or public. These traffic volume guarantees that the premise.
assumption that the store's turnover ratio were 20%, then the other stores the daily traffic of 100 people, can sell 20 pieces of clothing; friends shop daily traffic of 150, the volume can be 30, Friends of the most profitable store daily.
assumption that the flow of people shop daily equivalent of 100 people, all kinds of apparel sales were 20, then the distinctive clothing store sales per day to 20, a friend of the shop is to sell 40,cheap UGG boots, still is a friend of the shop every day most profitable.
marketing insights:
the positioning of the product, whether it is clearly a license to play the theme or location ambiguity card, are designed to improve the rate of potential customers to purchase to enhance sales. However, the clear positioning or whether it is vague, should be clear that the balance between the two, otherwise, the narrow targeting sales people, and will lose some potential buyers; positioning is too broad, and will be distinctive positioning product away consumers. This is the golden mean between, it is intriguing.
consumer psychology
customers come in after friends sometimes call salesman stepped forward to introduce clothing to help choose, and sometimes came up with a wink to stop sales service staff, and sometimes approached his being, really have it both ways.
Analysis -
in general there are two people inside the store, or shopping, or strolling, then they would have to observe, just wandering people, you do not need to go ask the , only to be quietly watching, and if you go to ramble trying to convince its purchase, then give it some customers leave a bad impression to patronize the chance again in the future will be reduced; that is to buy clothes also divided into those who like the service staff recommendations, and like their selection, so staff need to observe at any time and found that customers see themselves, immediately stepped forward to answer questions, in the process analysis to determine whether the customer needs continue on their own staff, so considerate services, will greatly improve the chances of repeat customers.
marketing insights:
study consumer psychology is a science, the general consumer marketing staff to develop various strategies to attract more consumers, to promote sales. This was originally correct, but this Some of the new disadvantages.
just a few days, occurred at a friend's shop, not only overthrew many of the phenomena inherent in the marketing concept I've also brought me a lot of thinking.
the many small businesses in the marketing sense, is indeed worth considering.
clothing store operated by the eight successful coup
1, a successful clothing store site
traditional location is the first element of success for the clothing store for shop address selection will directly affect the long-term operating results. Lot is king, the pedestrian street in major cities of gold shop rents Scoop a million, can be thought of a successful location for the clothing store. In addition, peer gathering place for rent is always expensive than other places.
2, accurate market positioning
management products in the market positioning is the premise of product sales, positioning is based on your specific market needs to determine the products you sell, positioning accuracy, determine your store site selection, renovation and sales methods. Positioning equipment such as young people may affect your site in the vicinity of schools lies in accurate positioning, you're looking for in addition to low market demand, but sales of goods to meet the needs of this market positioning is accurate positioning.
3, the appropriate promotion
saying goes a man to be low-key, has to be high profile. The same is true shop, be sure to high-profile publicity, no publicity no attention, no one noticed, the business does not like it, the traditional era of word of mouth, by the hair business cards, leaflets, and now many shops are willing to do some city magazines advertising, banner advertising a local BBS to do something. Good shops, to publicity.
4, store display simple, easy
some merchandise stores for the customers to feel rich, who have no access to cargo pile, as no access to, people simply do not go out. Concise and generous store display area, the channel design flow is not intentionally convoluted, a friend of products to allow customers to enjoy more deliberately convoluted, but not good results. Display that allows customers at a glance, easy to pick. Way of hanging clothes clothing store is generally linked to and are linked to the side. Try not to try to be different, and some clothes and take a few minutes to remove the customer point of view, then who this patient?
5, the success of our customers deal with the relationship
80% of turnover was generated from 20% of customers, does that mean? Customers is generated by the main store sales, our focus is to maintain old customers, the development of a new client is to maintain a good 3 times the cost of old customers, but the economic benefits generated by low, so we have to do their utmost not to lose and old customers. There are many ways to maintain old customers, common is the membership, members enjoy certain other stores do not enjoy the discount, the cost of maintaining old customers sometimes only the cost of a phone a text message, but you shop in their consolidated heart position. There are also relationships between the different customers dealing with, these are very subtle. Some stores will be divided into the gold membership and silver clients membership, VIP, and Diamond vip, these methods are in use for many shops, the success of the store is thoroughly cooked in the heart.
6, the degree of specialization shop clothing store
a degree of specialization determines his status in the minds of consumers. Where the customer is selling the shirt, the king is selling nine animal husbandry, trousers, jacket, Ba Jin was selling for clothing brand is this also true for the clothing store, think of what to buy things to think of what to store, this is the clothing store achieve the effect of specialization, and now we are not pursuing large and shop, but it is one thing to achieve the ultimate pursuit, and then occupied the mind of consumers.
7, to spread the effect of the spread of things to play
very cheap quality time, but there are so many people there are so many people buy a street vendor, why? Not because the spread of something cheap, but it spread the goods when purchased by the psychological implications of this thing would have value of 200 yuan, 20 yuan I bought. This shows that consumers are not buying a commodity, is a psychological suggestion and a sense of satisfaction out of a store to give customers the satisfaction of commodity prices, it is easy to succeed. Small gifts such as delivery, substantial discounts, special offers and other members.
8, store the image of what the authority
stores have the authority? No fancy decoration, color matching simple, neat display, the price is unified, professional sales staff, with a pos machine, cash register, computer out the vote. In front of several abstractions, little attention can do more behind the need to spend several thousands of pieces cost. But this feels like a boutique shop give people, reliable, purchase rest assured, the customer bargain less merchandise to sell on price. If the economy does not allow you at least do simple decoration, display and tidy, professional salesperson, or so it spread to other shops placed.
summer clothing display
good summer, because the weather became hot, the store's sales of clothing into the off-season. Limited market share, the owner need brains to attract customers to come to consumption. Details will be in place at customer retention, increase sales, great help. Display of goods in the terminal as an important means - on display, but also should change with the seasons do a good job in the display of the article. In the hot summer, the clothing on display also make the appropriate changes.
cool colors or uniform
summer is colorful, like flowers in full bloom display their The color of summer is the most abundant and inclusion. Red, orange, violet Huanglv Qing, a variety of colors can be found in the traces of summer.
continuous high temperature in summer, people tend to become restless, so the sense of more use to the performance of fresh blue, white, color based on the cool; but summer is also good for sports season, so some saturation, colorful summer colors have become the first choice, especially in some sports, surf brand, but also into the colorful, brilliant season competing bucket.
many brand clothing in design will have a main color, even the introduction of a uniform series of large color clothing styles. Therefore, the summer clothing on display if we can not deliberately choose cool colors. So we must follow the uniform colors of clothing on display,UGGs, you can partition, so that rules the lively colors arranged to minimize the sense of color brings the irritability.
clothing on display there are ways to weather the summer because of its specificity, the product is more uniformity. Display of goods at this time should be used as much as possible to enrich the window accessories to enhance the appeal. Because the more hot summer, so the quantity of goods but also control the display of the same number of shelves should be better than spring and winter, few mounted and stacked in the space can also be relatively large, so as not to seem crowded, to avoid customer feel irritable. Pants with Xiegua way to avoid monotony.
decorated with attention to
Road, the theme of the summer is also usually around the desire or passion cool sports oriented. Summer clothing on display props have that summer feeling. Choose more with the waves, beaches and other relevant, such as starfish, crystal all can become props; there are Hawaiian style,Bailey UGG boots, distilled water sports such as elements. Other elements of cool people, such as fans, ice crystal, also being used more and more brands. In the big props, the green plant is the most practical, the background can also be a poster with a sea turned a deaf ear, and strengthen a sense of the season.
off-season clothing brand marketing season, another channel is essential for the existence of the apparel industry. Fashion apparel, fashion, and when people seek to make new clothing sales will inevitably rely on the weather. Many garment business owners lament dependent on the weather is difficult, people worry about inventory. The discounting of clothing, opening supermarkets are part of the solution inventory, maintain a balanced fashion marketing magic weapon balance?
inventory, a difficult to untie the knot
either discount or special, and clothing inventory are inextricably linked. Stock garment enterprises face the embarrassment over the years, has been a headache.
take casual wear, leisure clothing market is very keen on fashion, updating out particularly fast, believe it will bring a lot of inventory. Leisure Park Road as the new common market about when to sell one or two hundred, while in the regular season, when tens of dollars a crazy big sale, and some summer T shirt or even as low as 15 yuan two ultra-low prices. Women's inventory even more serious. Women's styles, fabrics update soon, have claimed that women have the same shelf as the vegetables, if last season is no market, sell women's clothing products to even the second year of the deal is immune.
to Many leisure brand in Wenzhou has five horses on the streets of the larger flagship store. The shop to open in five horses Street is mainly to build brand image, however, interspersed in the discount-price products are often very busy to bring the popular shop. Metersbonwe three-story mall with shops in style, and its over-quarter sales of products focused on the third floor, which is equal to shop upstairs in their own home sale market, the price and special products are separated, the same decoration style and quality services, making the pursuit of cost-effective customer willing to go one layer. The different needs for consumers, a clear positioning for the sale market is a good way to bring popularity.
for solving the inventory, Arctic rookie has his own move. Arctic clothing, chairman of Ni Xueshan rookie called Customers can buy off an acquaintance to the number of company products is very low, this discount should be considered as a rather special way. Relatively poor sales of previous models for the Arctic, the main approach is replaced rookie original brands to lower prices out of circulation from the wholesale market, such as the transfer to the Ryan trade city, move to Jiangsu, Shenyang and other provincial markets. This is to dump the burden of inventory faster, and does not affect the overall brand image and price system. Now less inventory, by the way human discount can solve a lot of inventory.
brands + special = Consumer
affordable retail price of new products, auxiliary materials cost = cost + production cost + labor cost + capital cost + management + marketing costs + profit + cost + freight, and other branding
special surface materials price = cost + labor costs + production costs
want to have a common brand name is the mentality of most consumers. But the high price that is still in the working-class consumers balk at the idea. Obviously, clothing discount to a certain extent, to meet consumer desire for the brand. Insiders analysis, brand pursuit of consumer branded goods can be divided into two stages: First stage of branded consumer desire; second phase of brand fashion consumption. Most of the fashion brand or store brand consumers will be in the high-end stores to buy the season-price fashion goods, and the brand's consumers want to aspire to the brand fidelity, affordable, special stores to provide them with more consumption opportunities.
for clothing, the real value of the goods are fashion items, each brand has its depreciation rate. A famous brand, seasonal clothing is 100% (discount) price, sold at half price the second year, third year Zeyi triple for sale. One of the reasons cheap special shop is
expert analysis, diversification of consumer attitudes, consumers are fully able to recognize special shops there. Everyone has their own concept of consumption, novelty seeking, whether seeking the same benefits, or divergent, are starting from their own conditions. It is directed into special store brands and affordable, entirely different, businesses should keep consumer psychology.
brands and services are not discounted
vast majority of garment enterprises, due to various reasons refused to devote great efforts to run the sale market. They fear that mixed new and old items sold will affect the creation of new marketing and sale stores, but opened a shop on sale sale store renovation, management, service without attention.
clothing discount does not mean the brand is also discounted. Special shops should also pay attention to store decoration. Special shops all use some form of float sale, the first approach to give the impression that the messy, put no artistic furnishings, to a certain extent, damage the brand image. Whether products or discount-price products, in the first place is always the brand image. Promote the healthy development of the brand development of special shops, and shops can also be special to some extent for brand development.
Second, the price advantage is the real advantage. Sensitive to the price point for consumers. Brand-name products to ultra-low prices to attract customers is the biggest charm. Bargains-price and specials will be completely separate, so that consumers know very clearly what is the price to buy consumer goods, positioning is very accurate. Specials have a different and full price sales channels, to regulate the market is also helpful. Garment enterprises, especially women business owners proposed the creation of affordable designer clothes shopping in Wenzhou, which can not only focus on the brand and increase inventory processing channels, but also to the benefit of consumers prefer a dedicated shopper's paradise.
In addition, the service is still the most attractive to consumers the role of weapons. Bright smile, kind attitude and actively guide customers additional discounts can often make the sale. High-fashion store manager, according to Miss Chang describes the state, the company requires every Purchasing Guide be happy to come to work, and will pass the customer happy. Purchasing Guide customers more easily under the guidance of a fancy style. If you buy cheap products, while enjoying the friendly service, even if still warm and return Purchasing Guide, consumers will be more willing to buy. Discount services should not be discounted.
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