Since the lighting industry has not developed in China for a long time, in addition to the European side, the profitability of other lighting brand terminals is relatively poor. Some brands have a large storefront, and some brands have a lot of advertising, and some brand activities do a lot, but the final profitability is still very poor. Therefore, this has led many manufacturers and distributors to be puzzled and panic. As a result, many dealers have invested hundreds of thousands or even millions of dollars, and they have closed their doors in one year. Many manufacturers opened a lot of stores at the beginning of the year, but by the end of the year, there were few left. What is the cause of this phenomenon? The lamps are custom-made products, and the time from the product to the product is particularly long, and there are many people involved. Therefore, the requirements for the service are relatively high throughout the process. And the service of each process must also be able to connect. In this process, many brands only do as well in the local links, so it is difficult to grasp the psychological expectations of customers throughout the purchase process. Let's share some of my thoughts and practices in the process of operating the market.
Many small brands that have been working for a long time can operate very well, because in the actual operation process, they are good at analysis and good at summing up, and they have formed their own set of methods for operating the market. For manufacturers and distributors, there must also be a mature market profit model in order to ensure the profitability of a regional market or lighting store in the market operation process. It is necessary to ensure that the profitable individual thinks that two aspects should be considered: The number of people, the second is the turnover rate. After clarifying these two key factors, you can analyze the aspects of the store and do not do the job. Sales = number of people entering the store * turnover rate. Only the two scores that are multiplied are better, and the sales will be better. In the management and operation process of the storefront, some brands may do a good job in guiding the number of people entering the store. Some brands do a good job in the store turnover rate, which is why the store sales are not coming up. It is necessary to do both at the same time, so that the final result will be good. So how to do a very high number of people entering the store, in fact, in our daily work, many manufacturers and dealers are doing, just saying that in the process of doing, whether the links are properly connected, the details are in place. Personally think that the factors affecting the number of people entering the store are mainly 1. Advertising with the development of society, the promotion of each brand marketing FromEMKT.com.cn activities, brand advertising is also more and more, consumers are increasingly dependent on the brand. Most of the things you buy are more brand-name. The brand in the eyes of consumers is nothing more than a high degree of visibility, products or advertisements everywhere. Therefore, as consumers' buying habits change, the era of wine fragrance is not afraid of the alleys. The advertisements are the most fierce, and their popularity is high. Because the lamps are low-profile products, they are also durable goods. When you need it, you will pay attention to it. Therefore, you must choose the way and location of advertising when you advertise. This kind of investment will be less, and it will also attract customers to the store.
2, promotion Many times, many brands and dealers do not know the real purpose of the promotion, they feel that a promotion is to sell more products, in fact, the most fundamental thing to do promotion is to let more consumers pay attention to if customers If you don't pay attention, the promotion is better, it's all empty talk. Therefore, there will be many brands, many dealers often do activities, but there is no good effect. This requires us to study the content of the promotion when doing promotional activities. After the customer sees our promotion, will they come to our store, if the customer can't attract the store, the promotion content will be better, the effect will not be good. of. Therefore, in this promotion link, we must grasp the customer's demand survey, the content of the promotion according to the customer's needs, and the way of advertising, in the process of implementation, let customers feel very detailed service. This will allow more customers to enter the store.
3. Active marketing With the continuous development of the lighting industry and the impact of its high profit margin, more and more brands are beginning to invest in the lighting industry, but the market share will not increase because of the brand, and the share will increase. In the case of a wolf with less meat, in order to gain more market share, it is necessary to take the initiative to intercept the terminal. At the target customer's source, customer interception is first carried out, so that the customer can contact the brand at the first time, so that the possibility of the customer accepting the brand will increase.
4, the layout of the store and the image of the door often see a very remote location, see a good brand, after a period of time, the store is closed, why is this happening, in fact, the reason is very simple, if The storefront deviates from the circle of the lighting market. Customers are generally difficult to find. Since only one company is in one place, many customers like to compare, so many customers will not choose to patronize. Therefore, in the store layout, we must choose the circle in the lighting market. And the image of the door must be very high-grade, the door is like the face of the brand. If the door is very bad, many customers will not choose to come in because they feel that the door is so bad, the product is estimated Would not be good to go there. Therefore, we must carefully consider the layout of the storefront and the image of the door. These are all done, so they can attract customers to the store.
It is not enough for customers to enter the store, but also have a high turnover rate. This will not make the previous work of paving work in vain. There are often many manufacturers and distributors doing a lot of advertising. The store is very stylish and the promotion is also very strong. It's a big deal, and it's a pity to go to the key transaction link. So we have to link the two factors in the area management and store management to make the store's profitability stronger. So what are the factors that affect the turnover rate? The author believes that it can be considered from the following aspects.
First: the management of the shopping guide If the management of the shopping guide is very loose, the hygiene of the store will be very bad, the shopping guide is very lazy, the enthusiasm and enthusiasm of the work is not high, the customer can not feel the enjoyment of the brand when they arrive at the store. The service will have a good impression on the brand, so it will be more difficult for customers to purchase, so it is necessary to strengthen the management of the guide.
Second: the store display shows that the safflower still needs green leaves. If there is no good jewelry to set off the product, even the best products will not show the beauty of his place, so it is necessary to strengthen the display and storefront of the store products. The layout of the atmosphere allows the customers to feel warm and comfortable, and the characteristics of the products can be displayed to the customers. At the same time, the display of the store product line should be reasonable. It is necessary to arrange the product line reasonably according to the local consumption habits. Some products displayed on the storefront only rely on their own feelings, or only consider the beauty of the products, and do not combine the consumption of local consumers. Habits, all the results are not sold locally, even if the store is not big enough, so do a reasonable product structure display, so that customers can find a product that is more suitable for her, in order to improve the transaction rate.
Third: If the good products of the guides are not recommended by the good people, they will not reflect his advantages. Therefore, it is necessary to strengthen the training of the guides. The product knowledge of the guides is solid, the sales skills of the guides are skilled, and the guides The sales process is reasonable. I believe that the guides can professionally explain the products to the customers, and they can explore the needs of the customers well. Combine the sales process and combine them with the actual situation to make the customers purchase at the right time.
Some of the above analysis, many people will find a lot of things, in fact, they are always doing and some things are still doing very well, but in the end there is no good result, because there is no good way to deal with these different links Role, if you separate each link, even if you do it well, the effect will not be very good, you must connect these links in series, only the customer's dependence on the brand will be coherent in order to be branded. Guide, often many brands lose customers because they can't be coherent, customers see advertisements, go to the store and find that the exhibition hall is very poor, there is no interest, some are watching the promotion, and they are eager to take a single page to the store and find the guide. Unprofessional, the service is not warm and thoughtful, the customer is immediately disheartened. Therefore, we must keep in mind the formula of the terminal profit model. The sales volume is equal to the number of people entering the store multiplied by the transaction rate. Only when both sides of the multiplication are doing well, the sales volume will be the largest. Therefore, I believe that the terminal can get a good profit as long as the factors affecting both sides are done well.
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