For goods that are not easy to sell, we need to know the reasons. Clothing, whether good or bad, is sold for these reasons. It is good for sales and bad for sales. The following are the reasons for the poor performance of my clothes. I hope it will be useful to you.
First: style and color
Is the style and color of clothes suitable for customers' preferences? The style and color may indeed make your clothes difficult to sell.
But the problem is that we can't let everyone like our clothes. Besides, sometimes customers don't like our clothes, it doesn't necessarily mean our clothes are not suitable for her. Therefore, selling clothes that customers like is not an ability. Selling clothes that customers don't like but are really suitable for her is an ability.
You may ask, what if someone still doesn't like our clothes? I think you have to know the reason, and then agree with the customer's dress habits, and the key is to learn to guide the customer to change her dress habits. It may be inconvenient to share specific routine methods in detail, but we can really guide customers in this way.
"Sister Wang, maybe you've been wearing bright clothes before, so you're really not used to it at the beginning, which is normal, but I think your skin is very white and clean. You look good in dark clothes, and you'll look even better... Otherwise, I'll match it first, and you can try it on. Do you think so?"
Second: the price of clothes
Once the performance of many stores is poor, they will talk about the price. If they have the ability, they will sell at the normal price and sell at a high price. If they don't have the ability to sell at a special price, they will sell at a low price. Ladies and gentlemen, if you sell all the clothes at regular prices, can't you sell the clothes at special prices?
Of course, when ordering, we should also determine our own price band according to the positioning of the local business district, which is what we should control when ordering. However, in terminal sales, I found that most of the time, it is not that clothes are too expensive, but that people in our store have no experience in selling clothes with high prices. They should not lack confidence in the value of their clothes!
Or they don't know how to persuade customers to buy such expensive clothes, because they lack awareness of the value of their clothes, and they don't provide many valuable services and Collocations to customers. How can they feel that clothes are not expensive?
Therefore, I think whether clothes are expensive or not has something to do with the price itself, but it has a closer relationship with the services provided by our store to customers. Therefore, it is particularly important to strengthen the training of store employees and enable them to provide more valuable services for customers
Third: Sales node
Any sales can not be completely man-made, but also follow the way of heaven. For clothing sales, the loading band, that is, the sales node, is also very important. You pushed this dress too early. Maybe it's OK to try it on at present, but because it's a little early, the purchase may not be high. This is the problem of nodes.
Another kind is that the clothes have not been removed at the time of withdrawal, which is also a bad grasp of the node. For example, half sleeve, half sleeve can't be used as inner wear at present. For example, there are some protruding elements at the shoulder of the dress, which makes it uncomfortable to wear the coat. This kind of money should have been withdrawn for a long time, but the terminal store hasn't withdrawn yet. This money is withdrawn a little late.
Let's go back to our company and go down to the terminal store to see if there are three situations in your terminal. The first case is that there are no sales for one month in a row. Is there any terminal? The second situation is that for a month in a row, a certain color. Sometimes one of our clothes may have two colors, such as shoes. There are brown and black clothes in the terminal store, one color, one that is not sold and one pair that is not sold. Does the terminal have? The third situation is a certain price. If there is no sale, will there be a terminal?
These things are the long-term concern of our terminal. We should keep the goods of our terminal and control them. In fact, at the terminal, some goods should have been removed long ago. Their thickness is wrong, including the characteristics of this category. They should be removed when they should be removed. Don't miss the opportunity to sell autumn clothes just because you sell some summer clothes. Then in order to sell autumn clothes, winter clothes are left. In order to sell winter clothes, spring clothes are left over again. This is the reason why the vicious circle continues over and over again. In two or three years, this terminal may die.
Fourth: Sales rhythm
Why do some stores sell well and some stores sell poorly? In fact, it also has something to do with the sales rhythm. For example, if the store sells spring clothes quickly, the summer clothes are naturally early, and the collection is beautiful. The autumn clothes are also timely and clean. The winter clothes enter the store immediately, just in time. The sales of the whole four seasons follow the harmony of heaven, earth and people. After spring and autumn, the rest will be thrown out in January and autumn at most.
The sales rhythm is well controlled. Therefore, many retailers' control methods often ignore the control of sales rhythm. When he controls the sales of individual categories, he is often out of control. He doesn't know at all. Some goods don't sell one in the store for two months, and no one knows.
Some of the items ordered back are auxiliary items, which may be an attractive item in the display. In this way, no matter in terms of color, price, category or style, it is not the main promotion. There is no need to promote it when promoting the terminal. When ordering, you should not order so many. If there are few stores, one or two pieces in each store are enough.
So don't always emphasize the victory or defeat of a certain section or a certain period of time in clothing sales. You have to look at the income of the whole year. Sometimes we have to make some sacrifices.
Fifth: clothing collocation
What is the combination of our goods. It will directly affect our subsequent single rate. Therefore, we should ask ourselves whether we have considered the matching of this dress when ordering, and whether the scale of style matching is accurate and comprehensive when ordering. Whether the structural combination of goods categories is reasonable or not will not only affect the sales, but also affect the order connection rate of the store, which is a very key indicator.
Of course, sometimes there is no problem with the clothes themselves, including collocation. It's just that our store manager's shopping guide didn't match the customers well when selling clothes. Therefore, we often find that the same customers use different shopping guides to match. Finally, the customers of shopping guide a didn't buy the clothes, but the customers of shopping guide B bought the clothes. This shows that the matching ability of our shopping guide is also very important.
Sixth: clothing quality
Indeed, in recent years, due to the intensification of competition, some manufacturers have not controlled the quality of goods well enough, which has affected the long-term sales of stores. Recently, I saw a famous domestic men's wear brand in Fujian on the Internet. The decline in product quality led to repeated sales complaints, which finally affected the market reputation and performance of the store.
1. Make full use of the golden segment
The key to improve the daily sales of the store is the sales capacity of the gold position on the shelf. The position of goods in the display will be changed from top to bottom. The sales of goods will rise from bottom to top and fall from top to bottom. The superiority of the display position of "upper section" is obvious. This location is usually used to display high profit goods, private brand goods, exclusive agent or distribution goods. In the other two stages of display, the top layer usually displays the goods that need to be recommended, and the lower layer is usually the goods that enter the recession of the sales cycle.
2. Open the distance between the sales area and the payment counter
Because the deliberate placement of goods has an impact on customers' psychology. The store can design a variety of long shopping channels to avoid customers from shortcut to the cashier and exit. When customers walk around or look for the cashier, they may see some other items that arouse their desire to buy. Therefore, the cashier of the store can be deliberately located a little away from the goods, so as to encourage customers to be attracted by other goods and generate their desire to buy when they pay.
3. For product display, the angle between the top and bottom of the line of sight is 25 °
When customers choose goods 30-50cm away from the shelf, they can clearly see the goods on the vertical shelves of 1-5 layers. When people's vision moves horizontally, it is much worse than the former. The angle between the left and right of people's vision is 50 °. When customers choose goods 30-50 cm away from the shelf, they can only see the goods displayed within about 1 meter horizontally, which will be very inconvenient.
4. Using the retail management tools of shoes and clothing in the era of mobile Internet
Under the circumstances of "Internet plus" changing all walks of life, under the circumstances of O2O mode helping to transform all fields. In the era of mobile Internet, the shoe and clothing retail management tool "buy Bai" can be described as a sharp weapon for the performance improvement of clothing stores. Buy, relying on the physical store, provide practical customer management tools and mobile marketing tools for shopping guides, and help the physical store of shoes and clothing achieve performance improvement and service improvement! So, how can buying help clothing stores improve their sales performance?
Improve store passenger flow: buy Bai helps clothing stores obtain new customers at low cost and through all channels through fission communication. Each old customer brings you 5-10 new customers and improves store passenger flow.
Improve the store entry conversion rate: buybai provides clothing stores with a variety of promotion combinations suitable for physical retail scenes, improves the purchase conversion rate and joint rate, and tracks and analyzes the real-time promotion effect to support marketing decisions.
Improve customer repurchase rate: buybai solves the problem of customer information retention for clothing stores, establishes a contact channel between shopping guides and customers, gives full play to the initiative of shopping guides, provides one-to-one considerate services for customers, and improves the repurchase rate.
Member activation and re marketing: buy Bai establishes a detailed member database for clothing stores, analyzes member attributes and behaviors, labels member management, realizes member precision marketing, activates members and generates value.
Through the above methods, clothing stores can successfully create selling points and increase the return rate of customers. In the long run, business will be very prosperous. Clothing shopkeepers can make a reference in the process of running clothing stores.