A Secret To Enhance The Marketing Efficiency Of Footwear Industry

With the increasing market competition, the main battlefield of domestic brands has gradually shifted to the two or three line market. More and more shops are opening up in the second tier market, but the improvement of the efficiency of stores is still the basis for the balanced input and output of enterprises.

　 Improving the efficiency of single store

High store operating costs are currently clothing In order to improve the efficiency of single store and successfully operate large stores, we must have the capability of product development and supply chain integration, as well as strong product management capabilities and complete operation team reserves.

In recent years, major clothing brands have been laying large stores in key markets, but the pressure of expansion and overall performance growth is increasing. When developing more high-quality new stores in these cities is very difficult, we should start with improving sales performance of single stores to improve profitability of single stores and enhance overall operational efficiency.

According to the relevant data, the Ping Yuan store has a flat effect of 22 thousand yuan, and its franchisee flat effect is 18 thousand yuan. There is still a big gap compared with the ZARA, UNIQLO and other famous fast fashion brands about 50 thousand yuan. In fact, after recognizing this problem, the United States began to make adjustments, and the shop plan in 2012 was very prudent. According to Tan Weiping, a media Commissioner, this year, the United States store growth plan dropped from 30% in 2011 to 5%~10%, and the focus will also be shifted from store expansion to store efficiency.

Needless to say, improving the efficiency of terminal stores is the most important factor in developing the big store mode.

However, this is a systematic project. It should start from many aspects, such as shop location, commodity management, retail operation and so on. In addition, effective commodity planning and management is also the core step to enhance the efficiency of large stores, because large stores need richer and more innovative product portfolios. Large shops usually have special product lines, but because the number of flagship stores is limited, the volume of products for special products is relatively small, which can not play the scale effect of production, which has virtually increased the marginal cost of large stores.

　 Should not abandon the shop

Each brand's big shop disputes, concentrated on the market share, improve visibility and sales performance. But the pressure brought about by this is obvious. At this time, enterprises must work hard to train excellent managerial talents and sales personnel. International clothing brands and local clothing brands need a lot of excellent talents to manage the shops in an all-round way. This is also the key to profitability.

However, it is not only large stores that can set up brand image to attract the attention of target consumers, and ordinary stores can do likewise. By creating a series of products with distinct themes, the store can also make customers reluctant to return by virtue of effective and distinctive management.

Cui Wei Department Store's underwear counters only have less than 60 square meters of area, but they have won the gold medal for the sales performance of the whole floor underwear, and the adjacent area of love and shop is two times as large as that. The store sold 400 thousand yuan in May, and became the champion of the regional single brand monthly sales.

Yang Yun, the manager of the store, shared the real reason for becoming a champion with reporters. First of all, only in-depth understanding of products can improve the quality of sales. The salesperson needs to study the professional knowledge of the product carefully and try on the new product before he can understand the characteristics of the product and the problems encountered by the customer. Secondly, we need to establish a tacit relationship with employees, rationally allocate jobs so that employees can perform their duties. In addition, Yang Yun believes that even a smaller shop has its own culture and unique characteristics of its own shop. She has carried out activities such as "fitting room culture", "product characteristic culture promotion" and so on, and has made more and more repeat customers and VIP customers.

Merchants fight for internal strength

Opening a large store is an important means to establish brand image, and the brand's innovation ability and cultural connotation are the key to resonating with consumers. In the clothing industry, the cultural connotation and design quality of the brand is an important factor affecting the clothing marketing. The design style of the product determines the acceptance and love of the target customers.

Si Fan brand persistently year after year with different themes and various ways of promotion to infect its consumers, Si Fan clothing. Clothes & Accessories Zhou Yan, President of the Company Limited, believes that a large part of the image of clothing brand is built on the basis of design thinking and cultural taste, and the recognition and profit of brand recognition is based on the identification and pursuit of consumers' cultural taste.

Yang Ziming, director of fashion art, said the Chinese mainland Designer To stand out on the world fashion stage, the brand must first adhere to the original, adhere to the national culture and stick to its own design style, only in this way can we make our own voice. Then, even if someone else tore off the product label, the customer could recognize it as your brand.

The design idea and cultural connotation of brand are the media to attract consumers and dialogue with consumers. Consumers are satisfied with the cultural atmosphere through appreciation of design. And to accurately express the voice of consumers, and at the same time distinguish from competition, they only rely on differentiated brand design concepts, so as to improve the added value of products, and finally win the recognition and favor of consumers.