How to improve children’s clothing sales?

The root cause of management is actually very simple. Management is how to achieve the best distribution and coordination of people, finances and materials. In fact, how to manage clothing terminals well and achieve breakthroughs in sales performance, grasping these three points in the general direction is equivalent to half the battle. \x0d\ Next we analyze people, finances and things one by one: \x0d\ 1. People: \x0d\ One of the people: \x0d\ People at clothing terminals refer to shopping guides, store managers, business, etc. . First, let’s look at one word, the “enterprise” of an enterprise. Judging from the analogy, an enterprise actually stops at people. Therefore, the most important thing for any business entity (enterprise, clothing counter, etc.) is its people. People are the most important in business management, and the clothing industry is no exception, so people management is the most important at the terminal. How to do a good job in terminal management? Does your company have good people management? Many franchisees are asking me how to make terminals good. The first thing I ask is who are your people? \x0d\People management is divided into several aspects: recruiting, educating, employing, motivating and retaining people. This actually involves personnel management. Often at this time, franchisees will say, I will just open such a store. , there are only three store managers + general shopping guides, so there is no human resources management. In fact, this kind of thinking is completely wrong. The ancients said: Although a sparrow is small, it has all the internal organs. Regardless of whether you have one or two employees, as long as you have employees, you are actually an enterprise, and you must have personnel management. Personnel management is a basic condition for the operation of an enterprise. So this also tells us that as long as you hire people to help you work, your personnel management must be there. \x0d\Recruiting: To open a clothing store, it must have people, so it is necessary to recruit the most suitable people. What is the most suitable person? Take children's clothing as an example. A suitable shopping guide should be someone who has love for children and has sales experience. It is best to have children. But don't find someone in their forties or fifties. It is not very suitable either. They should be between 25 and 35 years old. Best between ages. (Experience is preferred) This person must have sufficient affinity, cheerful personality, positive attitude, full of energy, certain knowledge of color matching, and a certain concept of numbers (required for sales personnel). Why do we need to recruit people with these basic qualifications? First of all, our consumers are mothers of children, and shopping guides must understand mothers’ consumer psychology; they must be friendly, cheerful, and have a positive attitude to be willing to speak, because our sales are based on speaking; and they must have certain knowledge of color matching. It means that when making recommendations, it can give some hesitant consumers a good guide; being sensitive to numbers means that the shopping guide has a clear understanding of the purchase, sale and inventory of items, analyzes the reasons for unsaleable goods, and obtains best-selling data, so that Inventory is reduced to a minimum. \x0d\Yuren: We all know that it is not easy to recruit a good person, and the salary requirements for sales masters who have everything are also very demanding. We still can't get such a good salary, what should we do? ? What should I do if the people I recruit are lacking in one aspect or another? What should we do if there are so many coming towards us? Don’t panic, it doesn’t matter if you are not an expert. Don’t be afraid of lack of knowledge. We can train him and train him well. Therefore, the training of personnel is also very important. Our agents must put some thought into cultivating talents. Many times, I manage to recruit people before opening the business, treat them to a meal, sign a simple contract, and send them directly to the job. This is unwise. We must train and establish a training and incentive system. Several major points of training: customer consumption psychology, brand culture, corporate system, job responsibilities, work content, fabric knowledge, sales procedures, sales skills, display skills, matching skills, psychological motivation, etc. \x0d\Employment: Through educating people, we get the people we want, then we must use the experts we have trained to work, and we must give full play to their highest level. \x0d\Jingren: There are always a few days in the off-season in a year; long-term work of the same nature always leads to fatigue, but the market requires that our shopping guides cannot be tired. What should we do? Then it will be exciting. We need to strengthen our shopping guides. So motivating? Franchisees said that shopping malls have morning and evening meetings, but we don’t have the time and don’t know how to motivate them.

In terms of motivating talents, whether it is a morning meeting or an evening party in the mall, this is the time of the mall, but the shopping guide is yours, and sales are your responsibility. You should not always expect the mall to give a lot of guidance and incentives. For your shopping guides, the franchisees have to do this by themselves. You can set a slogan yourself and ask the shopping guides to shout slogans to each other in the warehouse or changing room to motivate each other when they go to work; when you patrol the store yourself, you can What you look at is not just performance, you must give incentives, even just one sentence; arrange a sales analysis meeting in person every half a month. In addition to analyzing sales, you must give incentives at the meeting; arrange time to find a teacher or give a shopping guide yourself staff training. \x0d\Retention: The turnover of clothing shopping guides is very high, so franchisees must always be mentally prepared for employees to leave. In addition to being mentally prepared, our team also needs to have strategies for the loss of staff. For example, motivation, welfare, performance appraisal, etc. \x0d\人二：\x0d\人二 is our customer, the franchisee said, how come this person’s management is still related to the customers? Yes, many companies/franchisees have done a good job in the above, but they have neglected the customer aspect. They only care about the customer's consumption amount, but rarely care about other things. In fact, it is very correct for us to care about the amount of consumption of customers, but we cannot ignore other aspects - membership management of customers. \x0d\Membership management: In a modern society with homogeneous products, whoever has more loyal customers will have market share. Loyal customers don't just talk about it, and the customer will be loyal to you. You have to do certain things to impress the customer, and then she will become loyal. Every time when membership is mentioned, franchisees have a lot to say. We are all doing membership work, but we don’t get many loyal customers. Let me ask a question, what is your membership system like? The answer is: As long as you become my member, you will get discounts when buying clothes. With membership cards flying everywhere, customers have become numb to membership card discounts, which cannot impress customers. The purpose of our membership system management is to impress customers and then become loyal members. In the apparel industry, it’s not enough to just rely on discounts to support membership, because everyone is doing it. To move them, we have to be special and have added value. \x0d\Example: I have a friend who works in a foreign company and often flies. She is a VIP member of Minsheng Bank. Minsheng Bank has a Minsheng VIP lounge at the airport. Minsheng VIP members only need to sit on the sofa in the VIP room and drink. You can have coffee, read magazines, and eat free fruit. The staff will help you queue up to change your boarding pass, check in your luggage, and there will also be a special car to take you to the plane. Even once, my friend drank too much at dinner and could not drive by himself. He called Minsheng customer service, and within half an hour, a polite young man appeared in the parking lot waiting for service. When my friend told me about the people's livelihood services, I was moved. \x0d\So, we want to impress our member customers. Of course, we cannot provide people with such generous services. We can do this: the shopping guides try to smile more and be more patient when making recommendations; when the weather is bad or on holidays, , give members a warm text message blessing on anniversaries; our franchisees can organize some cultural activities to invite members to participate; our franchisees can reach mutual understanding with different merchants, provide other added value, etc. We do more things that can impress customers besides price. \x0d\ 2. Finance: \x0d\ The meaning of finance in clothing terminals may be slightly different from that in enterprises. The finance in clothing terminals can be divided into: capital circulation, personnel salaries, benefits, inventory, and promotions. (Note: clothing sales in shopping malls) \x0d\ Capital circulation: In terms of capital circulation, because in the mall, our agents must properly arrange the funds for counter operations and coordinate the checkout with the mall. Of course, they must To get the lowest deduction points. \x0d\Personnel salary: Set up an incentive salary structure, not just basic salary + commission (less). If the franchisee is brave enough, a high commission salary structure can be set up. \x0d\Benefits: Because the profits of children's clothing are thin, franchisees save money. Apart from wages, there are almost no employee benefits. This is wrong. There must be some benefits during major holidays, which can help retain employees. \x0d\Inventory: The capital flow of many franchisees is mostly blocked by inventory. Inventory must be reduced to a minimum and goods must be properly allocated.

\x0d\Promotion: Many people don’t understand that promotion is included in finance. Yes, because promotion involves discounts or price reductions, the promotion plan must be reasonably designed. \x0d\ 3. Objects: \x0d\ The objects in the clothing industry mainly refer to our products - clothing. \x0d\The management of assets is very important, because it will become a "leech" sucking your capital flow. The management of goods is divided into three aspects: ordering, sales and inventory. Because the sales are in shopping malls, the safety of the goods is not mentioned (excluding goods lost at the sales site)\x0d\Ordering: Ordering is crucial. No matter how good your finances are or how good a sales expert you are, but When you order, if you don’t order good goods, even gods can’t save you. Ordering is related to factors such as the province, business district, market preference, shopping mall grade, etc. Do not copy other people's orders when ordering, and there must be no proportional discrepancies. It is best to place an order with an experienced store manager, because they know best which products are suitable for the market. \x0d\Sales: In fact, ordering, sales, and inventory are all integrated. Sales is a key point. The quality of sales depends entirely on our shopping guides. In many cases, it is not that our goods are not good enough, or that our products are not good enough. It’s not that our discounts are not good, but that there is a problem with our shopping guides. We must ensure that no customer who enters the store returns empty-handed. This requires that our service must be first-class. Why do we say this? I patrol stores in shopping malls. Many times when I enter a counter, I touch the clothes, but the shopping guides still stand there stupidly. Some are even chatting. Will we still buy? This is obviously not possible, but it is a common phenomenon, so we must prevent this from happening again. We need to master sales skills and learn service attitude. \x0d\Inventory: Inventory is a headache. Without inventory, there will be a shortage of goods in specialty stores. Customers can’t choose the products they like when they go to the store. Even if they choose, they don’t have the right size. So we have done all the previous things. It’s all in vain and has no effect! Business will not improve. The quality of business is also determined by inventory! Therefore, the store must have reasonable inventory! Too many purchases, too much inventory, and too much risk. When we have a large amount of inventory, we must find ways to clear it, because inventory is a "cancer" for funds. Let the inventory be converted into cash, so that the launch of new models will not be delayed, and business will get better and better! ! !