How To Increase The Performance Of Shoe Companies With Rising Costs

In 2008, the development of footwear industry appeared one point. Shuffling the cards is like a wave of sand and a number of personages. At the same time, the key to the survival of the strong is whether it can survive the winter of the shoe industry.

And some shoe stores have been testing the water for many years. The most worrying thing is how to improve the performance of single stores.

To improve the efficiency of single store, starting from the analysis of the causes of data and business sluggishness, according to the data analysis of sales daily tables, we find that a store's sales are down, and list the reasons for every aspect of the downturn.

For example, the sales turnover rate of shops is not high, so we must first strengthen the sales skills of guide salesmen; if customers enter the shop rate is not high, then we must start with brand publicity, store image, display of goods, product promotion and so on.

(1) product aspects: how to understand the needs and desires of consumers, and establish sensitive points through the store logo products. The iconic products must meet the needs of single store performance according to the store management factors. The specific operation steps are as follows: 1, according to the container display area, calculate the sample quantity and reasonable inventory ratio of the store products; draw up the best display plan according to the size of the store area, analyze the number of shoes that can be displayed on the basis of several commodity partitions, and SKU too much or insufficient is the premise of affecting the sales, so this work is very important!

2, combined with store attribute and stock product structure, reasonably plan the proportion of old and new products; if image shop, old products are not suitable, otherwise it will affect the image of the entire store, that is, the product location and shop attributes need to be consistent. This is also the "pass disease" of most dealers. 3, combined with past historical data analysis, reasonably plan the sex ratio, series ratio and type ratio of new products, 4, refer to the relevant product information and market change needs of competitors, then make corresponding adjustment; 5.

The creation of symbolic products has put forward systematic requirements for the marketing and service of stores.

We must integrate with other factors. Only in this way can we make the logo products a powerful tool to create brand and realize the rapid growth of shop innovation.

Two, price: that is, how to make consumers willing to buy and pay the price system of the general footwear industry competition oriented development channel, to implement completely different prices in the segmented market, small profits but quick turnover, to compete for customers with purchasing power cost advantage.

The retail price of leather shoes terminal is generally based on the supply price. It has become the price strategy of Wenzhou shoes for the three or four level market. In the actual operation process, the price positioning should be consistent with the market level of brand elements, so many management problems will be displayed in the process of single store operation. This is a problem worthy of forewarning.

In recent years, because the cost factor of the whole industry chain is rising, the price of the shop's products has not been raised enough, which requires the store to improve the performance of single store and enhance the added value of the brand so as to adapt to the environment that the market has been depressed due to the rising cost.

Now, shoe dealers like to follow the trend of discount sales (besides handling tail goods), and even allow customers to develop the habit of waiting for discounts and purchases, which will also enable consumers to buy and pay. But in the long run, shoemaker can not earn too much money or even lose money, ignoring the growth of the brand. The success of the brand is that the taste has seized the minds of customers, so that customers are willing to pay for the taste and safety of products, and to ensure this process with good service, which is a high degree of marketing success.

Three, channel: that is, how to make consumers more convenient to purchase, how to arrange outlets, how to set up categories according to shops, the following three points can be used to refer to: three, 1, according to the needs of different target consumer groups, choose a good location, design a good store image; 2, shop according to different attributes to sort out, such as (image stores, parity stores, special stores, community stores, counters, special hall, etc.);

The "brand A theory" holds that "A" (the first word in English "approach") means "approaching". The "brand A theory" is the whole business activity that enterprises integrate various resources to effectively "approach" the needs of customers. In the process, the brand promotion and the continuous development of enterprises are constantly being realized.

So that customers can enjoy the real good service from the "A" management in all aspects of the channel.

Therefore, the channel layout and terminal layout need to be changed according to the needs of consumers. Only on this basis, brand shoe enterprises can build barriers, gather popularity, consolidate customer loyalty and establish brand reputation.

Four, promotion: that is, how to serve the customers better and more satisfied. Most of the sales promotion methods of Wenzhou shoes are still used more often than "buy gifts promotion". "Comprehensive promotion" is only a few common means, which undoubtedly indicates that these enterprises are far from enough to promote innovation.

2, the preparation of wages and salaries for the guide salesmen can be made by a reasonable incentive system, and everyone should have the spirit of team cooperation from the heart to establish a good store atmosphere. 3, establish the basic data of consumers. In the event of a related event, you can take a variety of contingency ways such as preferential discounts / SMS / gift / mailing to cultivate such consumer loyalty to our brand. 4. Strong terminal marketing (POP, DM, promotion props, promotional activities and other influence on consumer desire to buy) 5, reference sales promotion methods of competitors, and make a summary and analysis according to the PDCA cycle. Therefore, we should pay attention to the following aspects when promoting sales: 1.

Combined with each of the above 4P dots, the market survey / squatting approach is used to view the sales situation of single store (pilot), and then copied from successful single store to other stores, and reasonable adjustments are made according to the different situations of single store.

Of course, a single store 4P in Wenzhou has no enterprise to satisfy customers. This is determined by China's national conditions. Most of them are often played by a certain 1P in 4P, such as Kangnai's excellent product service, red dragonfly's marketing team and terminal management, spider Wang's front-line supervision and training, AOKANG's marketing planning and the service support system of elkang. It is precisely the enlargement of a bright spot that has contributed to the success of their terminal single store performance, which must be determined according to the actual situation of the enterprise.

But only by doing all the 4P can enterprises be eliminated and grow stronger and stronger.