Analysis on the sales of women's clothing stores with poor performance

Analysis on the sales of women's clothing stores with poor performance

The performance of women's clothing stores is difficult to write sales analysis, and everything in the world has a causal relationship. Many times, there is a reason for the poor operation of the store, so at this time, it is necessary to write an analysis of the reasons and find out what is wrong in order to improve. Below, I will share with you the performance of women's clothing stores and the difficulty of writing sales analysis.

The performance of women's clothing stores is not easy to write. Sales analysis, 1 Reasons for the decline in store performance and improvement methods

1. It's raining: count the rate of entering the store, mediate the atmosphere of the store, do product knowledge training, and show exchanges.

2, the passenger flow is very small: count the rate of entering the store, analyze the customers entering the store, improve the try-on rate, and the store can do a general cleaning.

3. Poor shopping guide status: Is the reason for poor communication status life or work? Adjust and follow up.

4. Goods problem (the best-selling models can't be made up, and the code is seriously broken): develop the selling points of similar models and carry out reorganization and matching sales.

5. Decline in 5.vip consumption: pay a return visit by SMS every week to understand customer needs and give some small gifts when purchasing.

6. Combination: improve the matching ability of the shopping guide and strengthen the awareness of alternatives, and try on the complete set for customers.

7. Ask for discount: introduce the advantages and workmanship of the product, compare with other similar brands, try on other brands' clothes in your spare time, and learn about other people's quality services. Advantages can be learned.

8. There are no activities in the store (lack of gifts): According to the store demand and promotion plan, properly match some gifts that can increase sales.

9. Poor workmanship and quality of clothes: after each new display, the shopping guide will trim the thread of clothes and put it on the shelf to ensure that there are no defective products, and the defective products will be put in the warehouse to reflect to the company to improve the sense of workmanship and quality)

10, insufficient stocking: complete the new fab and matching within 3 days after delivery, and replenish the best-selling goods at the same time, or replenish according to the sales volume within one week, and replenish before each activity.

1 1. unfamiliar inventory control: inventory is counted once a week, and the store manager will inform the inventory of larger best-selling models at the handover meeting;

12. Low try-on rate and low turnover rate: train the shopping guide to communicate with customers, praise customers, understand customer needs, and improve the try-on rate and turnover rate. The manager of the open space leads the shopping guide to do sales drills together.

13. Weak sales skills: For the shopping guides with poor sales, the store manager conducts on-site sales training and shopping guides. The store manager or the shopping guide with strong sales strength helped to summarize and analyze each order, which was improved.

14. Poor teamwork: We discuss the problems existing in teamwork, make adjustments through communication and shift adjustment, and make use of complementarity.

15, lack of professional knowledge: through the company's training and regular inspection.

16, few non-sales languages, not understanding customer needs: customers are required to praise 2 points or more every time they enter the store, and do exercises in the open space.

17, the atmosphere of the open-air store has not been adjusted yet: using the open-air store to do sales drills, shopping guides to try on clothes in the store, doing fab and training.

18, the staff in the store is transferred and unstable: it gives employees a strong sense of belonging.

19. Managers' management ability: Improve managers' ability through training.

20. Additional promotion and selection are not in place: stores are required to make about two sets of suitable styles for each customer as an alternative, and the cashier can be used for promotion and use of accessories.

The performance of women's clothing stores is not good. Write sales analysis II. Reasons for poor performance and sales of clothing stores.

First, design and color.

Are the styles and colors of clothes suitable for customers' preferences? Styles and colors may really make your clothes difficult to sell.

But the problem is that we can't make our clothes like everyone else. Sometimes customers don't like our clothes, which doesn't necessarily mean that our clothes don't suit her. Therefore, selling clothes that customers like is not a skill, but selling clothes that customers don't like but really suit her is a skill.

You may ask, what if someone still doesn't like our clothes? In my opinion, you have to know the reason, and then agree with the customer's wearing habits. The key is to learn to guide the customer to change her wearing habits. The specific routine method may not be convenient to share in detail, but we can really guide customers in this way.

"Sister Wang, maybe you used to wear bright clothes. It's normal to be a little unaccustomed at first, but I think your skin is very white. Wearing dark clothes will look better and show you more ... otherwise, I'll match one first. You can try it on. What do you think? "

Second, the price of clothes.

Many shops talk about prices once their performance is not good. If they have the ability, they will sell regular prices and high prices, but they will not sell special prices and low prices. Ladies and gentlemen, if you sell all the regular clothes, can't you sell the special clothes?

Of course, when ordering, we should also determine our own price range according to the positioning of the local business district, which is something we should control well when ordering. However, in terminal sales, I found that many times it is not that clothes are too expensive, but that people in our store have no experience in selling high-priced clothes. They either lack confidence in the value of their clothes!

Or they don't know how to persuade customers to buy such expensive clothes, because they don't know the value of their clothes and don't provide customers with many valuable services and collocations. How can they think clothes are not expensive?

So I think whether clothes are expensive or not has something to do with the price itself, but it is more closely related to the service our store provides to customers. Therefore, it is particularly critical to strengthen the training of store employees so that they can provide more valuable services to customers.

Third, the sales node

Any sales can not be completely artificial, but also follow the heaven. For clothing sales, the loading belt, that is, the sales node, is really important. Your clothes are pushed too early, and it may be ok to try them on at present, but because the clothes are a little early, the purchase may not be high, which is the problem of the node.

There is also a kind of clothes that have not been removed when the goods are removed, also because the nodes are uncertain. For example, half sleeves, half sleeves can not be worn inside at present. For example, a dress has some prominent elements on our shoulders, which makes us feel uncomfortable when wearing a coat. This model should have been withdrawn long ago, but the terminal store has not been withdrawn, so this model was withdrawn a little late.

Let's go back to our company and go down to the terminal store to see if your terminal has these three situations. The first case is money that has not been sold for a month in a row. Is there a terminal? The second situation is a month in a row, a certain color, and sometimes our clothes may have two colors, such as shoes. The clothes in the terminal store are brown, black and one color. One is not for sale and the other is not for sale. Is there a terminal? The third situation is a certain price. If you don't sell one, will there be a terminal?

These things are our terminal's long-term concern, so we should leave the goods in our terminal and control them. In fact, at the terminal, some goods should have been withdrawn long ago, and the thickness is wrong, including the characteristics of this category, so they should be withdrawn. Don't miss the opportunity to sell autumn clothes just because you sold a little summer clothes. Then, in order to sell autumn clothes, winter clothes are left. In order to sell winter clothes, all spring clothes are left. It goes on and on, and this vicious circle goes on. After two or three years, this terminal may die, which is the reason.

Fourth, the sales rhythm.

Why some stores sell well and some stores sell poorly is actually related to the sales rhythm. For example, spring clothes sell fast in the store, summer clothes are naturally early, the harvest is beautiful, autumn clothes come in time, the harvest is clean, and winter clothes enter the store immediately, just in time, and the sales throughout the four seasons are in harmony with nature. At most, it's 1 and February, and finally take out some remaining spring clothes and autumn clothes, and it's over.

The sales rhythm is well controlled. Therefore, many retailers often ignore the control of sales rhythm. When he controls the sales of individual categories, he often loses control. He had no idea that some goods were not sold in the store for two months, and no one knew.

Part of the money booked back is auxiliary money, which may be very attractive money at the exhibition. In this way, no matter from the perspective of color, price, category and style, it is not the main theme, so you don't have to push it when promoting the terminal, and don't order so many books when booking. If there are few stores, one or two per store will be enough.

Therefore, in clothing sales, we should not always emphasize the success or failure of a certain model or a certain period of time, depending on the annual income. Sometimes we have to make some sacrifices.

Fifth, clothing collocation.

What is our product mix? Will directly affect our later success rate. So we have to ask ourselves whether we have considered the collocation of this dress when placing an order, and whether the scale of style collocation is accurate and comprehensive when placing an order. Whether the structural combination of commodity categories is reasonable will not only affect sales, but also affect the even order rate of stores, which is a very key indicator.

Of course, sometimes there is nothing wrong with the clothes themselves, including matching. It's just that our store manager's shopping guide doesn't match clothes well for customers, so we often find that the same customer is matched by different shopping guides. In the end, the customer bought not the clothes of shopping guide A, but the clothes of shopping guide B, which shows that the matching ability of our shopping guide is also very important.

Sixth, the quality of clothes.

Indeed, in recent years, due to the intensified competition, some manufacturers have not controlled the quality of goods well enough, which has affected the long-term sales of shops. Recently, I saw a famous domestic menswear brand in Fujian on the Internet. Due to the decline in product quality, sales complaints are repeatedly banned, which ultimately affects the market reputation and performance of the store.

Methods to improve clothing sales performance

1, make full use of the golden section.

The most important thing to improve the daily sales of the store is the sales ability of the shelves. If the position of commodities in the exhibition is changed from top to bottom, the sales of commodities will rise from bottom to top and fall from top to bottom. The superiority of the "upper segment" display position is obvious. This location is usually used to display high-profit goods, private brand goods, exclusive agents or distributors. In another two-stage exhibition, the top layer usually shows the goods that need to be recommended, and the bottom layer is usually the goods whose sales cycle has entered a recession.

2. Open the distance between the sales area and the cashier.

Because deliberately placing goods has an impact on customer psychology. Shops can design all kinds of long shopping corridors to prevent customers from taking shortcuts to cash registers and exits. When customers walk around or look for the cashier, they may see other items that arouse their desire to buy. Therefore, the cashier's office of the store can be deliberately located a little away from the goods, so that when customers pay, they will be attracted by other goods and have a desire to buy.

3. When the product is displayed, the up-and-down angle of the line of sight is 25.

Customers can clearly see the number of goods on the vertical 1-5 shelf when they choose goods at a distance of 30-50 cm from the shelf. When people's visual level moves, it is much worse than the former. The angle between the left and right sides of people's sight is 50. When customers choose goods at a distance of 30-50 cm from the shelves, they can only see the goods displayed at a horizontal distance of about 1 m, which will be very inconvenient.

4. Use shoes and clothing retail management tools in the era of mobile Internet.

In the case that "internet plus" has changed all walks of life and helped transform all fields online and offline. In the era of mobile internet, the shoe and clothing retail management tool "Buy Bai" can be described as a great weapon to improve the performance of clothing stores. Buy it, rely on physical stores, provide practical customer management tools and mobile marketing tools for shopping guides, and help shoes and clothing physical stores achieve performance improvement and service improvement! So, how can buying help clothing stores improve their sales performance?

Improve the store passenger flow and buy clothes. Through fission communication, it helps clothing stores to acquire new customers at low cost and through all channels. Every old customer will bring you 5- 10 new customers, thus increasing the store passenger flow.

Improve the conversion rate of clothes purchased in the store to provide clothing stores with a variety of promotion combinations suitable for physical retail scenes, improve the purchase conversion rate and joint rate, track and analyze the promotion effect in real time, and support marketing decisions.

Improve the repurchase rate of customers, solve the problem of customer information retention for clothing stores, establish communication channels between shopping guides and customers, give full play to the initiative of shopping guides to provide customers with one-on-one intimate service, and improve the repurchase rate.

Member activation, re-marketing, and shopping establish a detailed member database for clothing stores, analyze member attributes and behaviors, label member management, realize accurate marketing of members, and activate members to generate value.

Through the above methods, clothing stores can successfully create selling points and improve customers' return rate. In the long run, business will certainly be booming. Clothing store owners can make a reference in the process of running clothing stores.