Exploring The Way To Break Through The Shoe Terminal Market In The Era Of Meager Profit

In the face of the terminal survival dilemma, the operators struggle hard to fight and win a lot of performance. At the end of the year, they find that there is not much money left. They shake their heads and whisper: "business is hard to do!" in their eyes, the shoe terminal seems to have entered a blind alley.

Then, how can we break through the bottleneck and achieve the terminal?

First, terminal as a point, create performance oriented fresh ideas.

Terminal is the last link of product flow to consumers, and the production base of performance.

Good terminals are like good hens, not only laying more eggs but also big ones.

How can the hen laying the eggs achieve high quality performance? Only by overthrowing the traditional terminal operation, creating a fresh way to enhance the terminal, effectively integrating resources, enhancing the image and sales power of the terminal.

Operators need to master the following three points:

1, activate terminal and establish consumer relationship.

Terminal is a product, but it can be activated into human beings, and it is vividly exposed to consumers. This requires that role marketing be introduced into it, and a platform for communication between consumers can be established to form effective interaction so as to enhance brand awareness and purchase rate.

I have been involved in the terminal activation work of a children's clothing store before the operation of the store is very ordinary, but with the help of "pleasant goat" elements, it has been effectively integrated and activated. There are pleasant cartoon models of happy sheep and happy children with 61 children. The gift of the shop is Yang Yang sheep gift, and the pleasant goat songs and videos are shown in the shop. At the same time, the joyful goat's interactive game is organized, which is deeply loved and concerned by the children. The parents who are staying in the shop are also ready to pay the bill.

To activate terminal, we must rely on the latest news or hot news. We can also focus on local customs and focus. We must seize the height of hot news and stand at the commanding height of marketing. When marketing has enough height, it will generate strong potential energy.

2, value-added terminal to avoid competition in price war.

With the increase of shops, the competition of prices is becoming more and more intense. Many shops are fighting for their performance, at all costs, playing a "price war". They continue to discount products and make special offers. Although the number of sales has increased, their performance has not been satisfactory.

Therefore, the author suggests that we should get rid of the price war and pform it into value competition.

Not all customers choose low prices, but every customer asks for "value".

The footwear terminal operators can try to get rid of their competitors' competition, and try various ways, such as free shoe cleaning, to attract customers to enter the shop and experience this free service mode. During the shoe polishing process, the shopping guide disseminate professional nursing knowledge, disseminate "foot like tree roots", protect feet as important as protecting the roots of trees, share with them the skills of improving personal temperament through good shoes and clothing collocation, improve their awareness of beauty, thereby gaining their trust and promoting sales.

While doing value-added services, we must make effective services. I extract two points for your reference.

(1) free mode: doing value-added services conducive to sales, providing free mode, breaking the "no free lunch in the world", as a competitive advantage, attracting customers to enter stores and increasing popularity, thus converting "popularity" into "business atmosphere".

Promoting sales: the ultimate goal of value added mode is to promote sales. If a value-added service can not promote sales promotion, it is not a successful mode.

We should directly link the key link of value-added to turnover.

3, the operation terminal, to create a scientific process.

To build a scientific operation is the only way for terminal operation to succeed.

Operation is the key. Personnel are gateway, performance oriented goal management, combined with excellent terminal personnel to sell with full strength, establish a set of system of target management, so that the goal can stimulate the sales potential of front-line staff, so as to achieve the goals set.

First of all, we must clarify the target performance, divide the annual target into quarterly, monthly, weekly, and falling to the day. One day is divided into three sales schedules: early, middle and late. We decompose the performance of the period to the responsible person, set the task according to the sales level of the shopping guide, and track the whole performance of the terminal according to the target data.

When the partners of the terminal fail to fulfill the performance targets set, they must pform the pressure into power, and organize the analysis of the reasons for failing to achieve the goal at the regular meeting that day, and find a breakthrough.

Generally speaking, performance comes from display optimization, product knowledge mastery, sales skills, and personnel status. The terminal responsible person, based on observation and examination, diagnoses the weakness of the terminal, and then prescribe the remedy for the defects in order to improve performance.

Two, goods are king.

Many businesses in the terminal operation process, has always stressed that performance is more profit, but ignores the importance of goods.

In fact, goods are the real kings who dominate profits.

Around the effective promotion of the profit of goods, there are three ways for your reference:

1. Product analysis, looking for target customers.

At the annual ordering meeting, many manufacturers are busy and ready to order as if they were to be married.

Star hotels, delicious meals, stars help.

But when the dealer enters the order hall, he is lost like a lost lamb.

The reason is very simple, no historical sales data for reference, no analysis of goods, one year, do not know which goods sell well, which are not good to sell.

Therefore, we need to analyze the type, size and color of the products sold.

The consumption of each terminal is different, and the goods sold are different. It is a powerful weapon to make clear the proportion of goods consumed by customers and the proportion of each item.

Then, based on these data, we will prepare to participate in the order meeting, rationalize and scientifically order the quantity and quantity of orders, and buy the rice according to the customers' "meal quantity", so as to effectively reduce business risks.

2, goods promotion, indigestion stock

From the perspective of profit, bad inventory is like invisible opium, which deprives profits one by one.

However, on the other hand, the goods that are good for sale are not enough and they are not sold.

He who can earn money can not earn money.

How to maximize profits? This is closely related to promotion.

Promotion is a way for the terminal to improve performance. It is like a sharp knife to lengthen the handle of a good sales promotion, but it is a self destructive behavior if it is not well done. Many businesses do not promote the sales promotion.

For goods with high inventory pressure, sales promotion efforts should be appropriately increased; for benign inventory goods, promotion should be enough.

When the stock tends to be reasonable, it can be weakened or stopped.

3, goods profits, create profit products.

Not all goods earn money, so we must seize the profit products.

For the customers with high purchase frequency, they should pay more "commendation" to enhance their loyalty. For the customers with strong consumption, they should do more additional services, and guide the shop guide to establish private relations with them, so that profit customers can be more loyal to your products.

The author worked out a way to train class customers: first, establish customer files and divide them into three categories: special customers, parity customers and profit customers.

For special customers, we should try our best to cultivate them into parity consumers. For parity customers, we should try our best to guide them to the level of profits and gradually achieve sales.