There are many strategies and methods for store management. This article attempts to make recommendations for the management of the store from the aspects of the company's own management and management, the elements of the company's business environment, and the systematic marketing of the company. It should be noted that these three aspects are not the most Well, it does not matter if it is a gradual stage because each selling scene is different for different customers in different industries and their strength is not equal. Therefore, the strategy chosen should be suitable for its own development.
1. Look at the mountain as a mountain, train hard, and look at the store from the perspective of business management;
Some people think that there are many differences in marketing methods between production and sales companies and professional sales companies. This point is recognized by everyone. However, I think whether it is Factorymarketing or Fieldmarketing, the aspects of product marketing are still the same, and stores can also use 5P's combination to think Its marketing strategy.
1.1 The price aspect.
In terms of prices, I don’t want to go into details. All the merchants are familiar with this. It is necessary to explain that low prices do not represent everything. There are many price strategies. Customers pay to make them worthwhile to use products. Of course, stores can choose negative price strategies. That is, high quality and low price, but in the brand communication must allow customers to feel that part of the value of the premium, to deepen the customer's recognition and goodwill on the store.
1.2 products.
Many store planners often complain that the goods are not produced by themselves, and that they can only add value to their products. This is too difficult. What needs to be explained here is that planners must have the concept of big marketing. Don't just see that you work on a half an acre. If you have more good advice on the store's product portfolio, you must come up with it. Do not think that Commodity purchase is something of the purchasing department. The product is the fate of marketing, the product of the problem is either eliminated or evacuated from the main display area. This is the first, and the second is the combination of products. Modern stores segregate many original functional benefits related products according to the commodity items. Come, but we also see some professional electronics shopping malls. In the summer, we launched a shopping proposal of bachelorism and cool summer, allowing customers to purchase small quantities of air conditioners + fans + 21-inch color TVs + monocular washing machines at package prices. There are many kinds of product mix, just as we go to the store to buy clothes, shop owners always match up and down clothes, which fully attracted the customer's attention, and then increase sales. You can't say that a big store is not as flexible as a store. Then you should ask yourself what the core competitiveness of the store is. If the service is troublesome, why can a competitor do the same?
2.4 New investor threats.
In the past, we often heard such words as “Going abroad to earn foreign currency†and “Our products must enter the European and American markets to participate in the competition in the international marketâ€. However, with the implementation of the WTO, our enterprises include the stores at the doorstep. Involved in the international market competition.
It is the involvement of foreign capital that most ethnic enterprises, including domestic ones, are feared. They or business entities that are transformed into physical entities are just across the street from you and grab customers. Their scale, their experience pressure you can not breathe, even your hard work. Managers who have been nurturing for years have also been defrauded by money. Yesterday’s everything was like a yellow dream, when someone chose to fight in the first line, someone went to the secondary market, someone chose to give up the resale, your allies or Say that your old opponent is not there. You face a giant that crosses the sea. It is not only big but also strong and fast.
At this time, the original store still has many resources. Over the years, it has accumulated industrial chain resources to make the company more localized. The other most important resource is the brand. To make these two pieces of fine work, whether they are sold later or continue to do, will get a lot of money.
1.3 Promotions.
As a store, we often hang on with “popularity and enthusiasm for buying gas.†Therefore, the staff of the sales department complained about the staff of the planning department. You didn’t make any activity in the shopping mall. How did you let us sell it? Of course, there are certain reasons for this, but it is not always the case. The target audience of the store is always limited. Even a large-scale supermarket, the frequency of housewives shopping is still higher than that of other people. The planner needs to make it clear that the first is not the more people. Well, secondly, thinking backwards, we must use buy gas to promote popularity. At this time, we may think of customer satisfaction programs.
Stores should treat each activity carefully, including the preparation of activity resources (including sales of promotional items, discounted items and gifts), the contents and methods of activity information notification, the division of work and execution of the activities, and the investigation and feedback after the activity ends. The customer's word-of-mouth effect determines the effect of brand communication. Therefore, every time you engage in activities, you must think clearly. Why do you want to promote sales, why do you want to promote the product of this item, and how can the effect estimate be quantified? What difficulties will you encounter? How to improve customer satisfaction at the same time as sales
Do a store promotion to establish a "neighbourhood awareness", do not have luck, should try to draw as little as possible, special limited purchase activities, because customers do not like the feeling of being cheated, this feeling will be directly to your hard work The brand image of the store is catastrophic. Imagine being deceived by the lies of the neighbors. Do you still want to go to his house often? Pursue long-term benefits and abandon the impetuous businessman's mentality.
1.4 channels.
Vendors use stores as channels, and in fact suppliers are also channels for stores. The management of the supply chain of the store is not only the matter of the commodity management department or the procurement department, but when the channels are not smooth, the business planners should actively investigate whether it is driven by insufficient interest or whether the product is marketable or not. "Customer is God" does not mean that the store is also God, not to mention the customer as God's business are to see God go, the store should personalize their own, the supplier is also personalized, both people are friends, the gentleman's light water This relationship can last forever. Frequent replacement of suppliers is like you frequently find that employees are losing. The problem lies with yourself. With the development of e-commerce, stores can consider the way of online shopping, but this requires a strong inventory and logistics management capabilities, the most important thing is to push the network business in combination with the actual situation, the pursuit of profits or the pursuit of branding, no matter how to do The goal must be quantified because there is no way to manage it without quantification.
1.5 Personnel management.
Different from the production and marketing companies, the properties in the store are others, and the products are actually others. The only thing that has is the use value of the labor you buy. I just want to talk about employees' understanding of the post and the employees' breakthrough. Self-protection and negative mentality of "confronting the government": First of all, we must advocate "in its place, work for its position," perform its duties, do its own job, let sales people know that he is actually doing relationship marketing, let The people who make the market know that they are planning on who the customers are in relation to the stores and how to establish relations with them; secondly, they must promote “not in place, but also work for themâ€. Individuals and departments can not be confined to self-centeredness and reduce internal friction. Carry out job rotation, so that those who do business or planning do not fall into the "I'm planning activities" misunderstanding, develop a holistic view, care about the upstream product supply chain, care about the product itself, care about the sales communication process, care about shipping and replenishment The process, but only in this way can we better serve the operation of the store, another advantage is that it can broaden the planning ideas, to be bold , Carefully verify, seriously implemented.
2, see the mountain is not a mountain, United public, from the point of view of industrial management stores;
As a store, in integrating the company's own business management, we must also integrate the elements of the store's business environment. Various marketing organizations in the commercial society take profit as the center, or rotate horizontally or vertically or concentrically, forming a systematic product marketing chain or network belt. The five-force analysis (Five-Forces Model) shall be conducted in the store to seek the center of gravity of the business with the help of the environment, to better understand its own deficiencies, and to design related business models.
2.1 The supplier's bargaining power.
This depends on the industry at the sales office, whether the supply of products is in excess of demand, and secondly depends on whether the level of competition among the peers is sufficient. Take large supermarkets as an example, homogenization of hair care products is very obvious, so the marketing strategy can only tilt to the price, the manufacturers also know these, so the bargaining power of the store is strong, then you have to think about what you should do? But for the industry leader, the bargaining power of the store is weak, customers will complain about how such a big supermarket, not even a shampoo brand shampoo, then you can only comply with the unified retail price, then you have to think what you should do ?
Considering the combination of commodity items and actual sales volume, do not require the whole product, and do not just ask for sales. Carefully consider the attitude of the customers in the region and their buying behavior. Don't just look at the customer's unit price, but also the daily purchase. What is the product mix? After researching the customers and arranging them into quantitative materials, when you communicate with the suppliers, you can completely read them without comment and listen to all their comments on the layout and advertising. You will find that you are replenishing the goods. The requirements for sales and promotions are easier to agree with suppliers.
2.2 customer needs.
We know that the most commonly used store sales is Invoicing management, of course, this can be calculated with the aid of computer systems, but for some stores there is also a loss of goods, this is often seen inventory phenomenon. Generally, it is necessary to collect information on the brand, model, specification (including unit), price, etc. of specific products. Some stores will conduct routine sales of product stores. Of course, some major items, such as raw products, need to be promoted. The staff counts the number of items, because there are always some codes used in the store to make code and new product codes. All of these tasks are to accurately reflect the needs of customers and quantify them.
But the biggest problem has emerged. The customer's demand for a product may suddenly increase or shrink. It completely breaks through the curve trend logic that you analyze. There may be many reasons, so the store needs to guide and educate customers and develop the original product. The amount of demand or the development of new demand, through the phenomenon to see the essence, such as the end of August, early September, although the CTX monitor is easy to sell, but not a large amount of replacement, because the LCD monitor is an alternative, you need to see this is just a student The appearance of Taobao is popular, so in October you will find that it will be sold well last month. Only a dozen shipments have been shipped this month. If there are many such products in the warehouse, the loss is not only the cost of the goods of this model and batch. , as well as your cash flow turnover, inventory management costs, killer and injury costs for sales staff, and so on. Therefore, we must have objective sales data as support for customer needs, but we must also have the ability to assess demand trends.
2.3 Industry competition pressures.
In Chengcheng City, competition can promote the development of the industry and enhance the competitiveness of the company. While the cost-leading strategy is widely accepted, the homogenization phenomenon is still very serious. The store should seek a differentiated business strategy. Now we see the unique advantages of global procurement of multinational retail organizations, and we also see that supermarket self-branded products are More and more, in the face of so many business strategies, companies should pay attention to the following points when looking for competitive advantages: whether the concept meets the customer purchase needs, whether the concept is separated from the interests of the product, whether it can be embodied in the operation or whether it can promote the operation The development is easy to imitate and so on.
In China's first-tier market, competition will be intensified, but this will no longer be a problem of competition among stores in a certain industry. In the 3C product store, in the building materials home store, or in the department store store, the store sales model The impact is even more far-reaching. Even financial products have brought about supermarkets. The popular one is called high standard positioning, imitating industry leaders for store operations management, but I think there are certain blindnesses and risks in understanding this approach. Many store operators will blur this business model as a business goal, although It's good to get up but it can't be done. Why? “People cannot cross the same river twice.†Their own business still depends on their own care. Whether your foundation and others are the same, where are you, and what people in your city are talking about?
2.4 New investor threats.
In the past, we often heard such words as “Going abroad to earn foreign currency†and “Our products must enter the European and American markets to participate in the competition in the international marketâ€. However, with the implementation of the WTO, our enterprises include the stores at the doorstep. Involved in the international market competition.
It is the involvement of foreign capital that most ethnic enterprises, including domestic ones, are feared. They or business entities that are transformed into physical entities are just across the street from you and grab customers. Their scale, their experience pressure you can not breathe, even your hard work. Managers who have been nurturing for years have also been defrauded by money. Yesterday’s everything was like a yellow dream, when someone chose to fight in the first line, someone went to the secondary market, someone chose to give up the resale, your allies or Say that your old opponent is not there. You face a giant that crosses the sea. It is not only big but also strong and fast.
At this time, the original store still has many resources. Over the years, it has accumulated industrial chain resources to make the company more localized. The other most important resource is the brand. To make these two pieces of fine work, whether they are sold later or continue to do, will get a lot of money.
1. Look at the mountain as a mountain, train hard, and look at the store from the perspective of business management;
Some people think that there are many differences in marketing methods between production and sales companies and professional sales companies. This point is recognized by everyone. However, I think whether it is Factorymarketing or Fieldmarketing, the aspects of product marketing are still the same, and stores can also use 5P's combination to think Its marketing strategy.
1.1 The price aspect.
In terms of prices, I don’t want to go into details. All the merchants are familiar with this. It is necessary to explain that low prices do not represent everything. There are many price strategies. Customers pay to make them worthwhile to use products. Of course, stores can choose negative price strategies. That is, high quality and low price, but in the brand communication must allow customers to feel that part of the value of the premium, to deepen the customer's recognition and goodwill on the store.
1.2 products.
Many store planners often complain that the goods are not produced by themselves, and that they can only add value to their products. This is too difficult. What needs to be explained here is that planners must have the concept of big marketing. Don't just see that you work on a half an acre. If you have more good advice on the store's product portfolio, you must come up with it. Do not think that Commodity purchase is something of the purchasing department. The product is the fate of marketing, the product of the problem is either eliminated or evacuated from the main display area. This is the first, and the second is the combination of products. Modern stores segregate many original functional benefits related products according to the commodity items. Come, but we also see some professional electronics shopping malls. In the summer, we launched a shopping proposal of bachelorism and cool summer, allowing customers to purchase small quantities of air conditioners + fans + 21-inch color TVs + monocular washing machines at package prices. There are many kinds of product mix, just as we go to the store to buy clothes, shop owners always match up and down clothes, which fully attracted the customer's attention, and then increase sales. You can't say that a big store is not as flexible as a store. Then you should ask yourself what the core competitiveness of the store is. If the service is troublesome, why can a competitor do the same?
2.4 New investor threats.
In the past, we often heard such words as “Going abroad to earn foreign currency†and “Our products must enter the European and American markets to participate in the competition in the international marketâ€. However, with the implementation of the WTO, our enterprises include the stores at the doorstep. Involved in the international market competition.
It is the involvement of foreign capital that most ethnic enterprises, including domestic ones, are feared. They or business entities that are transformed into physical entities are just across the street from you and grab customers. Their scale, their experience pressure you can not breathe, even your hard work. Managers who have been nurturing for years have also been defrauded by money. Yesterday’s everything was like a yellow dream, when someone chose to fight in the first line, someone went to the secondary market, someone chose to give up the resale, your allies or Say that your old opponent is not there. You face a giant that crosses the sea. It is not only big but also strong and fast.
At this time, the original store still has many resources. Over the years, it has accumulated industrial chain resources to make the company more localized. The other most important resource is the brand. To make these two pieces of fine work, whether they are sold later or continue to do, will get a lot of money.
1.3 Promotions.
As a store, we often hang on with “popularity and enthusiasm for buying gas.†Therefore, the staff of the sales department complained about the staff of the planning department. You didn’t make any activity in the shopping mall. How did you let us sell it? Of course, there are certain reasons for this, but it is not always the case. The target audience of the store is always limited. Even a large-scale supermarket, the frequency of housewives shopping is still higher than that of other people. The planner needs to make it clear that the first is not the more people. Well, secondly, thinking backwards, we must use buy gas to promote popularity. At this time, we may think of customer satisfaction programs.
Stores should treat each activity carefully, including the preparation of activity resources (including sales of promotional items, discounted items and gifts), the contents and methods of activity information notification, the division of work and execution of the activities, and the investigation and feedback after the activity ends. The customer's word-of-mouth effect determines the effect of brand communication. Therefore, every time you engage in activities, you must think clearly. Why do you want to promote sales, why do you want to promote the product of this item, and how can the effect estimate be quantified? What difficulties will you encounter? How to improve customer satisfaction at the same time as sales
Do a store promotion to establish a "neighbourhood awareness", do not have luck, should try to draw as little as possible, special limited purchase activities, because customers do not like the feeling of being cheated, this feeling will be directly to your hard work The brand image of the store is catastrophic. Imagine being deceived by the lies of the neighbors. Do you still want to go to his house often? Pursue long-term benefits and abandon the impetuous businessman's mentality.
1.4 channels.
Vendors use stores as channels, and in fact suppliers are also channels for stores. The management of the supply chain of the store is not only the matter of the commodity management department or the procurement department, but when the channels are not smooth, the business planners should actively investigate whether it is driven by insufficient interest or whether the product is marketable or not. "Customer is God" does not mean that the store is also God, not to mention the customer as God's business are to see God go, the store should personalize their own, the supplier is also personalized, both people are friends, the gentleman's light water This relationship can last forever. Frequent replacement of suppliers is like you frequently find that employees are losing. The problem lies with yourself. With the development of e-commerce, stores can consider the way of online shopping, but this requires a strong inventory and logistics management capabilities, the most important thing is to push the network business in combination with the actual situation, the pursuit of profits or the pursuit of branding, no matter how to do The goal must be quantified because there is no way to manage it without quantification.
1.5 Personnel management.
Different from the production and marketing companies, the properties in the store are others, and the products are actually others. The only thing that has is the use value of the labor you buy. I just want to talk about employees' understanding of the post and the employees' breakthrough. Self-protection and negative mentality of "confronting the government": First of all, we must advocate "in its place, work for its position," perform its duties, do its own job, let sales people know that he is actually doing relationship marketing, let The people who make the market know that they are planning on who the customers are in relation to the stores and how to establish relations with them; secondly, they must promote “not in place, but also work for themâ€. Individuals and departments can not be confined to self-centeredness and reduce internal friction. Carry out job rotation, so that those who do business or planning do not fall into the "I'm planning activities" misunderstanding, develop a holistic view, care about the upstream product supply chain, care about the product itself, care about the sales communication process, care about shipping and replenishment The process, but only in this way can we better serve the operation of the store, another advantage is that it can broaden the planning ideas, to be bold , Carefully verify, seriously implemented.
2, see the mountain is not a mountain, United public, from the point of view of industrial management stores;
As a store, in integrating the company's own business management, we must also integrate the elements of the store's business environment. Various marketing organizations in the commercial society take profit as the center, or rotate horizontally or vertically or concentrically, forming a systematic product marketing chain or network belt. The five-force analysis (Five-Forces Model) shall be conducted in the store to seek the center of gravity of the business with the help of the environment, to better understand its own deficiencies, and to design related business models.
2.1 The supplier's bargaining power.
This depends on the industry at the sales office, whether the supply of products is in excess of demand, and secondly depends on whether the level of competition among the peers is sufficient. Take large supermarkets as an example, homogenization of hair care products is very obvious, so the marketing strategy can only tilt to the price, the manufacturers also know these, so the bargaining power of the store is strong, then you have to think about what you should do? But for the industry leader, the bargaining power of the store is weak, customers will complain about how such a big supermarket, not even a shampoo brand shampoo, then you can only comply with the unified retail price, then you have to think what you should do ?
Considering the combination of commodity items and actual sales volume, do not require the whole product, and do not just ask for sales. Carefully consider the attitude of the customers in the region and their buying behavior. Don't just look at the customer's unit price, but also the daily purchase. What is the product mix? After researching the customers and arranging them into quantitative materials, when you communicate with the suppliers, you can completely read them without comment and listen to all their comments on the layout and advertising. You will find that you are replenishing the goods. The requirements for sales and promotions are easier to agree with suppliers.
2.2 customer needs.
We know that the most commonly used store sales is Invoicing management, of course, this can be calculated with the aid of computer systems, but for some stores there is also a loss of goods, this is often seen inventory phenomenon. Generally, it is necessary to collect information on the brand, model, specification (including unit), price, etc. of specific products. Some stores will conduct routine sales of product stores. Of course, some major items, such as raw products, need to be promoted. The staff counts the number of items, because there are always some codes used in the store to make code and new product codes. All of these tasks are to accurately reflect the needs of customers and quantify them.
But the biggest problem has emerged. The customer's demand for a product may suddenly increase or shrink. It completely breaks through the curve trend logic that you analyze. There may be many reasons, so the store needs to guide and educate customers and develop the original product. The amount of demand or the development of new demand, through the phenomenon to see the essence, such as the end of August, early September, although the CTX monitor is easy to sell, but not a large amount of replacement, because the LCD monitor is an alternative, you need to see this is just a student The appearance of Taobao is popular, so in October you will find that it will be sold well last month. Only a dozen shipments have been shipped this month. If there are many such products in the warehouse, the loss is not only the cost of the goods of this model and batch. , as well as your cash flow turnover, inventory management costs, killer and injury costs for sales staff, and so on. Therefore, we must have objective sales data as support for customer needs, but we must also have the ability to assess demand trends.
2.3 Industry competition pressures.
In Chengcheng City, competition can promote the development of the industry and enhance the competitiveness of the company. While the cost-leading strategy is widely accepted, the homogenization phenomenon is still very serious. The store should seek a differentiated business strategy. Now we see the unique advantages of global procurement of multinational retail organizations, and we also see that supermarket self-branded products are More and more, in the face of so many business strategies, companies should pay attention to the following points when looking for competitive advantages: whether the concept meets the customer purchase needs, whether the concept is separated from the interests of the product, whether it can be embodied in the operation or whether it can promote the operation The development is easy to imitate and so on.
In China's first-tier market, competition will be intensified, but this will no longer be a problem of competition among stores in a certain industry. In the 3C product store, in the building materials home store, or in the department store store, the store sales model The impact is even more far-reaching. Even financial products have brought about supermarkets. The popular one is called high standard positioning, imitating industry leaders for store operations management, but I think there are certain blindnesses and risks in understanding this approach. Many store operators will blur this business model as a business goal, although It's good to get up but it can't be done. Why? “People cannot cross the same river twice.†Their own business still depends on their own care. Whether your foundation and others are the same, where are you, and what people in your city are talking about?
2.4 New investor threats.
In the past, we often heard such words as “Going abroad to earn foreign currency†and “Our products must enter the European and American markets to participate in the competition in the international marketâ€. However, with the implementation of the WTO, our enterprises include the stores at the doorstep. Involved in the international market competition.
It is the involvement of foreign capital that most ethnic enterprises, including domestic ones, are feared. They or business entities that are transformed into physical entities are just across the street from you and grab customers. Their scale, their experience pressure you can not breathe, even your hard work. Managers who have been nurturing for years have also been defrauded by money. Yesterday’s everything was like a yellow dream, when someone chose to fight in the first line, someone went to the secondary market, someone chose to give up the resale, your allies or Say that your old opponent is not there. You face a giant that crosses the sea. It is not only big but also strong and fast.
At this time, the original store still has many resources. Over the years, it has accumulated industrial chain resources to make the company more localized. The other most important resource is the brand. To make these two pieces of fine work, whether they are sold later or continue to do, will get a lot of money.
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