Shoes Enterprises Open Large Stores In "High Mu Yield"

Foreword: today's shops, regardless of their size or amount, are valued in "high yield". The "big store" should play its role as an example. The "multi store" should play its interactive effect. Otherwise, the "big shop" has a shell, and "multi stores" is more like a single soldier.

March 2009, R

As time goes by, the functions and functions of "opening large stores and opening many stores" have changed. They no longer remain in the early pursuit of the "atmosphere pie" of shops, but blindly pursue the single level of rough expansion.

In today's shops, no matter what size, no matter how much, it is in the "high mu yield".

"Big shop" should play its role as an example of cohesion; "multi stores" should play its linkage effect.

Otherwise, the "big shop" has a shell, and "multi stores" is more like a single soldier.

The key to multiple words is complementary.

In the southwest D County, the R brand quickly took the lead in the industry in a short span of two years.

After having a single store in the most prosperous commercial area, a branch store opened second branches on the corner of the most prosperous commercial street in 2009.

R brand D County dealer K boss thinks the corner shop has many key functions, such as, 1, the window area around the door of the shop increases, can attract more consumers' attention, expand the publicity effect; 2, the traffic at the crossroads is the most, the entrance rate is far more secure than the ordinary street side store, and then guarantees the sales volume, and wins more market share.

The second stores are not far from the first store, and the K boss is looking for it and spending the high rent.

There is a leisure activity square next to the shop, which has a larger flow of people and a more popular crowd. More than 100 pairs of shoes were sold on the opening day.

The "good store" is the primary factor for the success of the two R brand shops, but it is not the key point.

The core element of its success is attributable to the K boss's "careful calculation" of the two stores in terms of management and "excellence in service".

1, there is a lot of goods.

K boss first asked the salesperson to do the "goods and inventory" of goods and inventory. The share reports of one store and two stores were shared, and the goods were interchanged with each other. The salesmen were assigned the goods through the intercom. The time needed to adjust the goods was only three minutes. Customers did not complain because of the long waiting time, and the shops did not lose customers because of the shortage of goods.

2, shop assistants do their best to compete.

K the boss finds out the strengths of each employee according to their personality and applies them to their best.

For example, some salespersons are lively and cheerful, suitable for publicity and promotion; some of the salesmen have strong management ability and affinity, which are suitable for team work; some people are extroverted, and have good eloquence, so they have to develop their sales ability; some people are mature and steady, and are good at dealing with after-sale problems.

R brand store has a large number of old customers patronizing. K boss arranges a skilled and qualified shop assistant in a store to do well the maintenance services of old customers and enhance customer loyalty. Two stores have frequent changes in consumers, and many new customers are coming. K bosses arrange a group of team leaders and store operators and management staff, of course, one shop manager, and lead the novice or ordinary staff to grow together.

3. Staff management is humanized.

In addition to base salary and sales commission, K boss applies bonus incentives to employees of two stores, such as familiarity with goods, full attendance, cleanliness, inventory management and so on, with corresponding reward amount and rewards and punishments standards, so as to enhance staff's sense of responsibility and management ability.

At the same time, for employees' lives and their families, sometimes the parents of their employees are sick, K boss will go to see them, and give material and spiritual care to help employees tide over the difficulties.

4, service is meticulous and considerate.

As early as the end of 2007, one day after the opening of the first store of R brand D County, a X customer of a leather shoes passed through the door of the R brand store. She saw a very beautiful cotton boot displayed in the shop window, and tried it very quickly.

However, because the R brand at that time was not well known in D County, the customer never wore the shoes of R brand, and was very worried about the quality of leather shoes. Despite the repeated explanations by the guide, the customer still hesitated to leave. On the second day, the customer even dragged the X brand guide to the window of the cabinet. She hoped that the X brand could make a pair of shoes according to the style of this cotton boot, showing that the customer liked this cotton boot. Third days, fourth days, fifth days, the customer came and went, and tried every time, the R brand guide buyer smiled and waited patiently and patiently.

On the seventh day, the customer came again, pointing to the shoes on her feet and asked, "can you repair these shoes?" the R brand guide immediately agreed.

Later, the customer took off his shoes and pointed his fingers toward the boots that she had noticed for a long time and hesitated for a long time.

The deal was finally concluded on the seventh day after the customer's intention. After three days, the customer came to pick up the old shoes and saw the repair effect of the shoes. He was very satisfied and said happily, "I will be the spokesman for your shop later."

There are many examples like these, such as arranging shop assistants to take care of customers' vehicles, preventing vehicles from being stolen, damaged or being dragged away by urban management, so that customers can concentrate on shopping.

R brand is relying on the dribs and drabs of service details to win the hearts of many D County consumers.

5, promotion is not normal, do not play gimmick.

When dealing with sales promotion, K bosses do not blindly follow up, and little sales promotion activities are hardly organized. Even large-scale promotions do not play a false gimmick. Through promotion, they establish and enhance brand image, enhance brand awareness and reputation, and endow customers with real convenience and benefits.

6, publicity and promotion in the forefront.

At present, D County mainstream line bus body, golden section road signs are covered with R brand image advertising; in addition, in "D County Fifth youth singer competition", R brand is the sole footwear industry sponsor, with relatively low cost, expand publicity effect, get twice the result with half the effort.

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7. Moderate product mix.

K in terms of product mix, the boss takes advantage of the beauty of women and the number of shoes they buy, and distribues the number of men and women in 4:6 ratio.

8, create a happy atmosphere store

The store is equipped with a bright "warm reminder sticker", always remind customers to pay attention to some matters.

These tips are suitable for season, consistent with R brand culture and blending with the image atmosphere of the store.

R brand advocates "happy mood", and the creation of store atmosphere embodies "happy mood" everywhere. It not only brings happiness to customers, but also enjoys the happiness of the clerks in their work.

9. Regular team learning and training

K boss often organizes salesmen to learn, not only learning business knowledge and professional skills, but also learning advanced concepts and practices of their opponents, and participating in training with the support of R brand branch, and constantly improving themselves.

The so-called "frozen three feet, not a day's cold", R brand in D county can be a more than 30 square meter single store and a 60 square meter corner shop to win the market, win the hearts and minds, the key lies in the operator's painstaking efforts, well managed, and together with the brand branch together, creating a "many good" performance.

The most important thing is to concentrate on intensive farming.

The only commercial street on the Y city in Northwest China is famous brand stores and image shops, such as Lining, BELLE, Goldlion, riches and birds, etc. the single store of Wenzhou brand such as spider king, Yi Kang and San Tiran is also distributed here. Most other Wenzhou shoes are concentrated in the Y commercial building.

In March 2009, BELLE dealers had to compete with landlords, and shops need to be rented. A dealer in Y City talked with R brand for a long time, and decided to take advantage of it and grab the shop.

The store is next to the sports brand Anta shop, the annual rent price is 600 thousand yuan.

Although the dealer used to be in the clothing business, there was only a small shop with an area of less than 20 square meters, and there was no retail experience in the shoe industry.

Terminal resources are scarce and valuable. Once they are lost, they will never come back.

After the evaluation of the store's passenger flow rate and the brand entry rate and the financial risk analysis of the scientific system, the dealer finally obtained the right to use the store for 5 years at the annual rent of 550 thousand yuan with the encouragement and support of the R brand branch.

After half a month's renovation, the store's R brand Y city's first image store officially opened.

In the following business process, the store manages with high standards and strict requirements, manifests the style of large shops everywhere, and wins by surprise. It effectively establishes the position of R brand in the local shoe market.

First of all, the store is equipped with LED display for information dissemination of daily promotional activities, and has taken the lead in the footwear brand advertising on the bus body. It basically covers the Y city zone. In the same brand, R brand has won the eyeball resources of consumers.

Secondly, invest thousands of yuan to introduce advanced management software.

All goods are shipped from storage to sale.

Before entering the warehouse, the goods are coded, stored directly into the computer purchase and sale system, and each pair is sold. Through the scanning of the scanner, the computer automatically plays the model code and price ticket of the shoes.

This software is widely used in clothing brands or sportswear brand shops, but footwear stores are still widely used in manual recording.

Through the application of this software, R brand Y store has fully grasped the daily and monthly sales volume, not only reduces the "coolie" of the past handwritten small ticket, but also frees up the time, manpower and energy of the order, especially in the time of heavy traffic and busy sales, this software has played a huge role.

In addition, the application of software has greatly reduced the error rate, and is conducive to the establishment of a database. Through the statistical analysis of sales data and inventory, timely storage of well selling goods, timely processing of unsalable funds, effective inventory management.

With the support of the above two major hardware facilities, the store pays more attention to the management of the shop assistants.

The store took the last knock-out system and dismissed employees who had the sales turnover for the first three months in a row.

This initiative has greatly stimulated the enthusiasm of the staff. Through the assessment of the first 3 months, when a staff member was dismissed in early July 2009, the performance of the store increased by 20% in the early August.

Less than a year after the opening of R brand store, four or five single shoe brand shops have sprung up in the commercial streets of Y city. However, R's brand image shop's outstanding environmental image and first-class hardware facilities are still standing among them, highlighting their own advantages and location.

Shop is focused on fine management. No matter what the size of the shop, no matter how many shops, it will standardize every detail of the store operation and make every detail mechanism. Only those shops that can stand up to customers and markets will continue to develop healthfully.