Personal summary report of service marketing (1) In the process of commodity management, I think the most important thing is to make a detailed analysis of the sales links, and then use the first-hand sales data to feed back the design and production.
I. Sales
1, because the market share of the brand I serve is not the attitude of the strong, so in the sales process, we must strive to compete for the market share of competitive brands at the same level and be harsh. Taking Xidan xx Store as the analysis object, the whole shopping mall mainly sells sports shoes, and the passenger flow of the whole shopping mall is mainly sports young people. With the convening of Beijing in xx and the vigilant reuse of xx to people, people's consumption of sports will inevitably flourish.
2. I should match the goods completely, such as sports shoes+jeans+casual sports tops. Among the brands around me, I have established many competitive brands, such as xx, xx. I choose them as our main competitive brands, not xx, because I think competitive brands are brands that we can surpass or be surpassed in a strategic development process. In the process of competition, try our best to restrain the development of competitive brands within the acceptable profit range. In the process of competition, conceptual warfare and price war are mainly adopted.
3. However, we should use tactics flexibly. Don't touch the stone with eggs. Avoid reality and be empty, and use it flexibly. For example, if xx shows a pair of jeans, I will compete with you with jeans with strong price and style advantages. I'll do whatever he says. If the other side's competitive advantage is too strong, and my profit doesn't allow me to make blind behavior, then I will attack from his weakness. However, in the process of fighting between the two sides, we should also pay attention to the market share of other brands to prevent others from profiting.
4. In the process of sales, the inventory proportion and display of goods must adapt to the sales proportion of the whole freight yard. However, it is still a matter of overall momentum. For example, if my sales share of men's T-shirts is 40% and that of women's T-shirts is only 20%, then I must not adjust my inventory to 40% for men's T-shirts and 20% for women's T-shirts, because if I do so, the momentum of my women's wear will be weakened. Because the integrity of the brand is extremely important, or richness. In terms of goods display, I think the entrance of the freight yard must be open and easy to enter. Because the decisive factor of the whole sales is nothing more than the passenger flow and the customer's stay time in the store.
The manager of the store must know what is the best-selling model of his store and what is the most profitable shelf. In different stages of store development, different display ideas are adopted. If they are in the survival stage, they should display the best-selling models on the most profitable shelves. If it is a well-off stage, it is necessary to adopt different combinations of best-selling models and slow-selling models to achieve the scene of blooming everywhere. In addition, the most popular display idea at this stage is color matching, but in the process of color matching, we must pay attention to the overall layout, the display of the smallest display unit, and then the overall combination layout. When displaying, we must make full use of the collocation of green leaves and red flowers. If it's just a simple repetition of colors, without the finishing touch, the whole layout will have no focus.
6. In terms of storefront posters, we must highlight the theme culture of the brand. Design comes from life and feeds back to life. In concept marketing, we should tell our customers what kind of occasions our clothes are worn in order to find a * * * sound with our customers' attitude towards life. When collecting sales data, we must treat each store separately so that each store can get a piece of information, so as to give the most accurate feedback on design and production. The setbacks encountered in the sales process should be made up in the plan for the next season. For example, this week, the sales of men's T-shirts only had a market share of 10%. To consider why it is 65,438+00%, how much it can be improved in the next season's sales process, 65,438+05% or other inferences, we must be well-founded and have a strategic vision.
Second, promotion.
Promotion should be planned, not blindly. Before the start of the whole season, we should make a good promotion plan for the whole year, instead of blindly following competitive brands and being led by them.
There are three points in the formation of promotion:
1, holiday promotion;
2, unable to complete the guaranteed promotion in the mall.
3. End-of-season inventory promotion.
Benefits of promotion: increase sales and reduce inventory.
Disadvantages of promotion: customer impression discount of brand image. In order to reduce the discount brought by the promotion to the customer's evaluation impression, every promotion should give the customer a reason to reduce the price as much as possible. When promoting sales, you can also join the intervention of other cultures, such as uniting strong brands in other industries. After each promotion, we should review and summarize in time to grasp the next logistics problem.
Third, buy goods.
1, push the details back to the perimeter, and then use the perimeter to scrutinize the details.
2. The advantages of last season must be passed down, and some elements with changing trends should be merged in a small amount and remain unchanged.
3, understand the sales cycle of goods, all sales should be in the form of parabola, try to improve the height of the parabola vertex and the length of the abscissa.
4. Ensure the integrity of goods, but try to avoid duplication. Because repetition will form competition in its own field.
5, it depends on the trend of the trend, such as the current super girl wave and the wave of the Olympic Games.
6. The determination of the size ratio and color ratio of commodities shall be calculated according to the period of parabola from top to bottom. It should not be the proportion of sales in the whole season. However, we should also pay attention to honesty.
7. For the launch of new products, what is needed is trial launch, not mass production of new products. Only excellent products can be produced on a large scale.
Fourth, agents.
Try to teach and assist, put yourself in the agent's shoes, and think more about the agent. In terms of professional knowledge, try to share it with the agent. In terms of data analysis, it should be provided to agents as perfect as possible. Let the agent form a long-term vision. And let agents see the hope of profit.
Verb (abbreviation of verb) clothing quality
We should try our best to keep improving and develop repeat customers. Teamwork is as modest as possible and gives unreserved guidance to subordinates.
Personal summary report of service marketing (2) Time flies, and the end of the year is here. Looking back on the coming year, I have experienced a lot and learned a lot. First of all, I would like to thank the leaders of the company and my colleagues in the store for their help and support in this year, so that I can better base myself on my work, and then give full play to my own advantages and constantly sum up and improve my quality.
Although I repeat the monotonous work every day, I learned how to maintain the company's image when it is damaged, how to communicate when it is misunderstood by customers, and how to find out the reasons and make improvements when the store sales are not good. Through this year's work, especially since the store manager asked me to represent the store manager on vacation, I have more clearly realized that the most important thing to do a good job in store sales is that employees know their own product knowledge, have a good service attitude and have the active cooperation of colleagues in the store. I hope to create better sales performance for the company through the guidance of company leaders and the efforts of colleagues in the future.
This year's work is summarized as follows:
First, on the customer side.
I divide the customers who enter the store into two categories:
1. According to the requirements of the company's leaders, do a good job in-store display and new product display, and arrange manpower for the company's promotional activities to better promote sales;
2. Collect the latest promotional activities and style changes of competitors regularly and timely, and report them to the company headquarters at the first time;
3. Do a good job in sorting out the basic information of members and tracking them regularly, maintain old customers, keep in constant contact with them, understand the latest trends of customers' demand for products, and reflect the latest styles of the company and the latest preferential information in the store to members and old customers in the store in time;
4, reasonable order to ensure hot-selling and promotional products inventory, to ensure that the goods at any time.
Second, sales skills
In addition to showing and explaining clothes to customers, shop assistants should also recommend clothes to customers to arouse their interest in buying. The following methods can be used to recommend clothes:
1. Be confident when recommending clothes to customers. When recommending clothes to customers, salespeople must have confidence in themselves, so that customers will have trust in clothes.
2, suitable for customer recommendation. When presenting goods and explaining them to customers, we should recommend suitable clothes according to the actual objective conditions of customers;
3. Use gestures to recommend to customers;
4, with the characteristics of goods. Every kind of clothing has different characteristics, such as function, design, quality and so on. When recommending clothes to customers, we should emphasize the different characteristics of clothes.
5. Focus the topic on commodities. When recommending clothing to customers, try to lead the topic to clothing, and pay attention to customers' reaction to clothing, so as to promote sales in time;
6, accurately say the advantages of all kinds of clothing. When explaining and recommending clothes to customers, we should compare the differences of various clothes and accurately tell the advantages of various clothes.
Secondly, we should pay attention to the skills of key sales, that is, we should be targeted, fit in with the design, function, quality, price and other factors of clothing, and really make the customer's psychology transition from "comparison" to "belief", and finally sell successfully. It is a very important link in sales to make customers have the belief of buying in a very short time.