Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 33 Business Twelve: Sales is the last word (3)
In recent years, there has been a wave of lovers' goods in our country's commodity market.Because it is suitable for young men and women to express their heart-to-heart and like-minded love, couple products have become popular products in the market.The production and operation of lovers' goods is a good strategy to adapt to the market demand and expand the sales of goods.

Example [-]: The couple product method is used in beverage sales. There is a beverage imported from Singapore on the market. It uses two tubes in one bottle for shared use by men and women. The two straws are connected to form a "heart" shape. And bestsellers.

Example [-]: T-shirts have been very popular in recent years. In order to open up the market, a certain manufacturer launched "couple shirts", matching men's and women's shirts, two pieces in one box, two textures, the same style, and the same style.When a man and a woman wear it, others will pay attention to this pair of like-minded couples, attracting many young couples to buy.

Example [-]: In gold and silver jewelry, the traditional Chinese wedding ring is a couple ring for a man and a woman paired with a dragon and a phoenix. It is not only a wedding commemorative treasure, but also a gift of choice for the elderly.

Now there are couple watches, couple bags and other food, wear and couple products on the market.

The Couples Commodity Law can be extended to business models that recruit couples, such as "couple shopping malls", "couple houses", and "couple shopping malls" that specialize in couple products.

The application of the Law on Commodities for Couples can add a warm atmosphere to general commodities to meet the special needs of young couples.Both the business and industry are required to work together to continuously introduce different types of couple products, especially to develop couple products of different grades for different consumers' purchasing power.Open up the market through the sale of couple products, and create a market with special products.

The emergence and hot sales of couple products can provide a new business strategy for business operators, and provide special-needed products for specialized consumers, such as products for couples, products for the elderly, etc., to expand product sales.

What is Commodity Insurance Law

The competition in the commodity market mainly has three aspects: commodity quality competition, commodity price competition and sales service competition.After the products enter the buyer's market, the quantity of products is abundant, the quality is roughly the same, and the prices are similar, whichever commercial enterprise has a good sales service will have an advantage in the sales competition.In the competition in the business circles of our country, new service items are constantly promoted to attract customers, among which the "commodity insurance law" is particularly favored by customers.

The "Insurance Law" refers to the sale of some products that involve personal safety in operation and use, such as electric mattresses and blankets. Personal safety insurance is completed on behalf of customers, and the interests of customers are truly considered, and various safety guarantees are provided for customers through insurance. This not only relieves some concerns of customers when purchasing goods, but also shows a high sense of responsibility for customers for the store.Therefore, in commodity sales, customers will naturally purchase insurance-insured commodities. An insurance card arouses the desire to purchase and increases confidence in purchasing with confidence.

The "commodity insurance" law must select commodities in a targeted manner and must not be abused. At the same time, there must be the support and assistance of insurance companies, so that the promises of insurance companies can win the trust of the people.

What is the Improved Packaging Act

In commodity sales, whether the commodity packaging is beautiful or not has a very obvious impact on commodity sales.According to the conclusion drawn by DuPont Chemical Company in the market survey: "63% of consumers buy according to the packaging and decoration of goods." This view is called "DuPont's Law" abroad.In addition to the beautiful and novel pattern design and the exquisite and elegant packaging and decoration art, the improvement of commodity packaging can also adopt the following strategies:
1 small package

Small packaging is a packaging strategy that facilitates purchase and caters for multi-level needs, and is suitable for various commodities in daily consumption.

2 flexible packaging

Flexible packaging is today's packaging strategy replacing iron and glass bottles.

3 series packaging
Pack several related commodities in the same packaging container, such as a series of cosmetics, a series of stainless steel tableware, etc., to be packaged together, which is convenient for sales and customer use.

4 multi-purpose packs

For example, some glass packages containing beverages and food can continue to be used as water cups after the products are eaten, so as to achieve dual or multiple purposes.

5 transparent packaging
According to foreign market research and research, the new packaging development trend is the popular transparent packaging, that is, one or more parts of the product packaging are transparent, or even fully transparent, so that consumers can see the products in the package at a glance.This kind of transparent packaging has become popular in food packaging.According to the survey, for the same food, transparent packaging is much more popular than non-transparent packaging, and the price is also 10% higher.At present, transparent packaging is developing rapidly abroad, such as watches, clocks, radios, tape recorders, televisions, toys, telephones, etc. that use transparent resin as the shell.This kind of transparent packaging has been promoted in the Chinese market.

What is the old-for-new method

In order to help consumers find a way out for some of the outdated styles and specifications that still have value, and purchase new and fashionable new commodities in a timely manner, commercial enterprises can cooperate with production enterprises to carry out the purchase and sale of old-for-new products.This kind of commodity promotion method that benefits the country and the people is a desirable mode of operation for commercial enterprises.

According to customers’ suggestions, a department store on Jiefang Road in Hangzhou, Zhejiang Province conducted a market survey and found that the washing machines used by many families in Hangzhou have reached the replacement period, and if they continue to use them, they will be damaged and become a burden to the family.With the improvement of people's living standards, most families are not satisfied with the replacement of old models, but want to replace old chickens with new ones.Hangzhou Jiefang Road Department Store believes that this is a market opportunity, from which there is a potential market for washing machines, and it can carry out the trade-in of washing machines to help consumers solve the difficulties of changing machines and occupy this potential market for washing machines.

The old-for-new idea of ​​washing machines is supported by Wuxi Washing Machine Factory.The business and industry agreed that no matter what brand of old single-cylinder or double-cylinder washing machines were used, they could be exchanged for Little Swan fully automatic washing machines. We couldn't have wished for this large group of 'repeat customers' who are about to replace us."

What is brand name effect law

In my country's commodity market, due to the rapid economic development and the application of science and technology since the reform and opening up, more and more commodities are displayed to people.As a result, many customers are dazzled after entering the mall and are not sure which product to buy.As a result, some consumers chose a simple method, that is, subscribe to the brand to buy products. Whichever brand is famous, the brand is famous, and the reputation in the market is good, they will look for the one to buy.Especially brand-name products, because of their high quality and reliable reputation, are the preferred purchase targets in the minds of consumers.For those who have suffered and been deceived by buying miscellaneous brand products, they pay more attention to brand-name products.Commercial enterprises should adapt to this consumption trend when organizing commodity supply and doing a good job in commodity sales, and adopt the "brand name effect method" to meet the needs of consumers and expand commodity sales.In commodity management, there are generally the following methods:

1 Organize the supply of brand-name commodity counters
Publicize the characteristics of brand-name products, attract customers through brand-name products, and then drive the sales of other products.

2 Organize the serialized supply of famous brand products

Such as sportswear, sports shoes, sports socks and other series of brand-name products, try to satisfy customers' desire to buy brand-name products, and at the same time expand product sales.

3Exhibition and sales of famous brand products
Organize brand-name commodity exhibitions and other promotional activities from time to time to promote the sales of brand-name commodities.

4 Measures to protect famous brands
For example, famous wines are sold after being affixed with a "famous wine test seal", so that famous brand products have "self-defense charms", so that consumers can buy with [-]% confidence.

[-]. Online sales

What is online marketing
Online public relations, for the first time in history, provides an effective way to make the common realization of the two-way communication relationship between the enterprise and the customers it serves become a reality.A prominent feature of the Internet is that it has instant interactivity across time and space, low cost, and high efficiency in information exchange. "type real-time interactive two-way communication relationship, and the enterprise plays an active role in almost all links of online public relations activities, in order to eliminate the distance and obstacles in communication between the two parties in traditional marketing, realize the whole process of marketing, and thoroughly implement the customer first network Marketing values ​​create the conditions.

Enterprises can use E-mail, electronic message boards, customer chat rooms, online product forums, etc. to organize public relations activities suitable for different customers, so as to fully realize the "one-to-one" instant interaction between the enterprise and the customers it serves Communicate in a timely manner, collect market intelligence in a timely manner, and conduct personalized customized sales for the customers it serves to ensure that marketing decisions are targeted and implemented; at the same time, it also helps to realize mutual collaboration and alliances between enterprises in a timely manner; it also enables consumers to have opportunities Compare the products and services of various companies, and directly express opinions on a series of issues such as product design, packaging, pricing, and services on the Internet, which will make the company's products, images, and services more directly placed on the market than traditional marketing. Under the investigation, comparison and supervision of the vast number of consumers, consumers can really participate in the marketing activities to expand the customer base and sales volume of the enterprise, which cannot be achieved by traditional public relations activities.

For example, more than 70% of Cisco's orders are obtained through the Internet.90% of the customer service of the Amazon online bookstore is carried out by E-mail. As soon as the bookstore has new book information, it will send E-mail to customers.Amazon has also set up online activities such as "Reader's Book Review", "Bestseller List", "Continued Novel", "Shopping Around", so that readers can directly and quickly participate in sales activities. Convenient and efficient service has cultivated the loyalty of customers to the enterprise and its products.

How to shape the store image through network marketing

The basis of network marketing is the image of the enterprise and the quality of customer service, all of which need to be realized through network public relations activities.Making full use of the characteristics of network technology to shape the corporate image and provide services to customers is an inevitable requirement for implementing the consumer-centered value.The characteristics of the Internet endow Internet public relations with a variety of characteristics that traditional public relations do not have. In addition to the above-mentioned instant interaction, it also has important characteristics such as cross-time and space, multimedia, anthropomorphism, integration, efficiency, and economy.The two-way communication relationship of instant interaction on the Internet can accelerate the extensive expansion of information on a global scale, thus providing unparalleled opportunities for corporate public relations activities.

(End of this chapter)