Five Key Points Of Successful Business Strategies In Clothing Industry

　　 1、 The role of store sales data analysis

1. Helps to make correct and rapid market decisions

Clothing business has the characteristics of fast changing fashion trends and relatively short sales period. In the process of clothing marketing, only by timely mastering the situation of clothing sales and market customer demand and its changing rules can we quickly adjust the product mix and inventory capacity, adjust the product price ability, change the promotion strategy, seize the business opportunities, improve the speed of commodity turnover and reduce the backlog of goods according to the consumer's response to the marketing plan.

2. Helps to understand the implementation results of the marketing plan in a timely manner

A detailed and comprehensive sales plan is the guarantee for the success of clothing enterprises, and the analysis of the implementation results of the sales plan is an important measure to adjust the sales plan and ensure the smooth implementation of the sales plan. Through sales of clothing data The analysis of can timely reflect the completion of the sales plan, help the sales staff analyze the problems in the sales process, and provide basis and countermeasures for improving sales performance and service level.

3. Helps to improve the efficiency of the operation of the marketing system of clothing enterprises

The management and exchange of data is a sign of the normal operation of the clothing enterprise system. Every link in the clothing marketing business process is integrated through data management and communication. Lack of data management and communication often leads to out of control business, such as loss of goods. The lack of data exchange between stores will lead to the inaccuracy of information exchange, the blocking of goods information and management information, and the stagnation of goods allocation.

Four key points of brand clothing chain store managers in store management

　 2、 Analysis of single store goods sales data

1. Analysis of smooth and unsalable payment

The smooth and unsalable payment analysis is one of the simplest, most intuitive and most important data factors in the analysis of single store goods sales data. Best sellers refer to the styles that sell more in a certain period of time, while unsalable ones refer to the styles that sell less in a certain period of time. The smooth and unsalable degree of the style mainly follows style Is related to the amount of disposable inventory (that is, the sum of the original order and the quantity of goods that can be supplemented). For example, the goods that are sold very well but cannot be supplemented because the original order is very small are sold out in a very short time, and the total sales quantity is not large, so it cannot be regarded as a best seller because of its impact on the store profit High contribution rate. On the analysis of the smooth and unsalable payment, the time is generally weekly, monthly and quarterly; In terms of style, it is generally divided into overall style and various types of styles.

The analysis of smooth and unsalable styles can first improve the "ordering aesthetic" and a more accurate grasp of the "brand style positioning" operated. Repeated smooth and unsalable style analysis will greatly help the aesthetic judgment ability of each style when ordering; The smooth and unsalable analysis will be of great help to the replenishment judgment of each style. After comparing the sales of styles of the same category and combining with the inventory, you can determine the quantity of goods to be replenished, so as to quickly replenish the goods, which can reduce the loss caused by shortage, and improve the profit contribution rate of individual models; The smooth and unsalable analysis can also check the degree of display and shopping guide promotion. If a certain item has a large number of orders but a small number of sales, first check whether the display of the item is in a key position and whether the shopping guide focuses on promoting the item; The smooth and unsalable payment analysis can promote timely and accurately the unsalable payment, so as to speed up the fund collection and reduce the loss caused by inventory.

2. Single sales life cycle analysis

The life cycle of a single sale refers to the total time span of a single sale and the sales status in that time period (generally refers to the positive price sale period). The sales cycle analysis of a single model generally takes some key styles (styles with more orders and inventory) for analysis to determine whether there is shortage or inventory pressure, so as to make timely countermeasures. The sales cycle of a single model is mainly affected by three factors: season and climate, sales characteristics of the model itself, and competition between similar products in the store. In addition to professional sales software, the sales cycle of a single model can also use Excel software to select the number of pieces sold each day in the sales cycle, and then use the "Insert" - "Chart" function to see its sales trend through a rectangular chart or a line chart, so as to judge its sales life cycle. If it is judged that there is still a certain sales potential according to the sales trend, it is completely possible to analyze how many more pieces of this model can be sold. In this way, combined with your own inventory, you can quickly replenish the goods in an appropriate quantity to reduce the loss of out of stock.

3. Business hours analysis

Generally, the opening and closing time of stores in a region are the same, but the shift arrangement in the middle may be different. This requires us to analyze the number of people entering the store, the number of people trying to wear, the number of tickets sold and the amount of money in each time period, so as to find out which time periods have higher rate of entering the store, the rate of trying to wear and the rate of trying to wear, and then adjust the staff shifts according to this result. For example, if the data of these factors are low in the morning and high one hour before work, the business hours of the whole day can be changed; For example, if the data of these factors is very concentrated in a certain period of time, we can consider concentrating the most employees, energy, promotions, etc. in this period of time... Through accurate data analysis, we can reasonably adjust working hours and work arrangements, which can effectively promote employees' work enthusiasm and sales growth.

　 3、 Analysis of goods sales data between multiple stores - sales/inventory comparison analysis

For brand companies, provincial agents, or franchisees who order multiple stores of a brand, sales comparison and goods allocation between stores can effectively improve the logistics management capability of the general warehouse, as well as the sales level and inventory resolution capability of each store. We can analyze and manage the sales data of goods between multiple stores through the sales/inventory comparative analysis table between selected stores in a certain period of time. For the sales/inventory comparison table, stores are generally selected in the same region; In terms of style selection, the delivery time is generally the same. give an example

There are three important questions about style X. The first is that all stores sell well. Why is store A not selling well? Because store A doesn't really like this model style , or is there a problem with the listing of this item, or is the shopping guide having a problem with the promotion of this item... Do you need to transfer the inventory of this store to other stores? The second question is that the overall sales of this model are good. In combination with the sales life cycle of this model, whether the headquarters needs to continue to place orders for production and how much needs to be placed. The third question is, as far as the current inventory of the headquarters is concerned, how should store B and store C be allocated, whether to allocate equally or to meet a certain store first shop ? Style Y has two problems. The first is that there is a big contrast between the sales inventory of Store A and Store B, so we should consider to allocate the goods of the two stores, which can not only increase the sales volume of the product in Store A, but also effectively reduce the inventory of Store B; The second is that the sales of store C are average, but the inventory is also small. Whether the sales are due to the insufficient order quantity or the sales potential of store C, it is necessary to consider whether the total inventory should be replenished to store C. Of course, there will be more phenomena in the comparative analysis of sales/inventory between actual stores. As long as different phenomena are analyzed and corresponding countermeasures are made, it will be of great help to the sales between stores.

　　 4、 Analysis on contribution rate of regular customers

A famous rule of marketing is called the 20/80 rule. In customer management theory, 20% of customers complete 80% of sales, and 20% of these customers are our regular customers, especially those who hold our brand VIP card. Therefore, the management of regular customers is one of the most important items in store management. Because some brands and stores have unreasonable conditions for handling VIP cards, or because of other special reasons of customers (such as gift shopping, travel shopping, etc.), some of the issued VIP cards are often invalid. On the contrary, although some customers often patronize, they have been unable to meet the conditions for VIP card application for some reason, which has brought some trouble to the store's VIP card customer management, so the analysis of the contribution rate of regular customers is particularly important. We need to register and count the consumption of regular customers (especially those with VIP cards) every time, and analyze the consumption characteristics, consumption frequency and consumption amount of regular customers with special emphasis. In this way, first of all, we can formulate more reasonable conditions for handling VIP cards, and second, the management of regular customers will be more accurate. For example, targeted SMS blessing, notification of new products and promotional activities, VIP exclusive privileges, birthday and holiday gifts for regular customers will greatly improve their brand loyalty, introduce friends, return frequency and purchase desire again.

　　 5、 Analysis of employees' personal sales ability

Through the analysis of employees' personal sales ability, we can timely understand and master each employee's work ability and work attitude, so as to suit the remedy to the case and improve personal sales performance.