The Mistaken Ideas And Core Of The Management Of Clothing Direct Stores

At present, many Clothing brand Gradually extend to the direct marketing mode, quickly occupy the sales commanding height by opening direct stores, and win more market share and better brand awareness and reputation. However, the direct store is also a double-edged sword. If it is opened well, it can not only increase sales performance, promote brand effect, but also develop and expand the cooperation team. However, if it is not opened well, it will cause huge losses, which will directly lead to a series of adverse effects of brand chain stores. Therefore, the scientific and effective management of direct stores is imperative.

Give play to the important role of direct stores

1、 Direct stores can effectively display corporate image and brand image and actively expand franchise cooperation. Facts have proved that the more successful the direct stores are, the faster the goods flow, the faster the capital returns, the stronger the brand competitiveness, and the higher the joining efficiency.

2、 Direct stores create direct profit sources, flexibly sell goods, and effectively handle inventory.

3、 Information feedback source, consumption communication platform. Direct stores reflect not only their own business information, but also the demand and cooperation information of the consumer market. Brands can make rapid adjustments at the first time based on this information to further develop and grow.

4、 National model stores and standardized model stores. By virtue of its incomparable comprehensive advantages, the direct selling stores have set up excellent store image, good service guidance, standardized business guidelines, scientific goods ratio, effective brand maintenance for franchise stores, and played an effective demonstration role in the comprehensive promotion and scientific management of brands.

5、 Staff training base to spread corporate culture. Direct stores shoulder the mission of on-site internship and skill training for terminal employees, and effective dissemination of enterprise business philosophy and brand culture.

　 　 Management of clothing stores Misunderstandings of

Myth 1: Power in hand

If the boss does not authorize, delegate power and trust, the store manager will be in vain, without decision-making power and initiative, mechanization of daily operation, and lack of responsibility of employees.

Mistake 2: Laissez faire management

Due to excessive delegation of authority, lack of supervision, and out of control management, direct stores are prone to "false and empty" phenomena. False reports of performance, concealment of problems, confusion of accounts, embezzlement of public funds, etc. occur from time to time, and even the phenomenon of "disorderly conduct" appears, forcing the company to meet all its intentions.

　　 Mistake 3: Losing big for small

Many agents are prone to this common problem and always think that Clothing direct store The image is that the decoration is in place and everything is all right, but we don't pay attention to how to manage correctly, and we don't study how to arrange goods carefully, so there are often first-class decoration, second-class management, and third class goods, and failure is inevitable.

　　 Mistake 4: blind management

To open a store for the purpose of opening a store, we only pursue the number of direct stores and do not attach importance to the quality of operation. This is a big taboo for new brands to open direct stores. Without scientific planning, rigorous budget and correct management, it is easy to open a store but difficult to keep it.

　 Myth 5: The same pattern

Different levels of cities and different types of shopping malls enable direct stores to shoulder different functions. Not all direct stores are used to digest inventory, nor are all direct stores used to attract investment. All direct stores should not be equipped with identical goods or use the same sales model. They should focus on something and not be mechanical, otherwise they will be the same, You can only lose everything.

　 The core of direct store management: "four management"

"Four management" is fundamental, that is, to manage "people", "stores", "goods" and "accounts" well. The first is to manage "people" well.

The main management of the direct sales stores should combine the company's personnel assignment with local selection, and can implement the tenure system or rotation system. Employing people is only for talent, holding regular staff meetings, implementing job responsibilities, formulating sales plans, clarifying tasks and objectives, focusing on skills training, implementing performance appraisal, creating a positive and harmonious team atmosphere, cultivating and stimulating employees' sense of responsibility, mission and honor, encouraging, competing and supervising each other, and helping employees plan their future career vision.

The second is to manage the "store" well. Starting from the location of the store, we should carefully arrange the store image. Containers and decoration should highlight the brand style and brand culture, create an excellent brand image, do a good job in displaying the store and goods, keep the store fresh, comfortable and atmospheric shopping environment, warm in winter and cool in summer, clean and bright, so as to attract customers and retain customers.

At the same time, the "goods" should be well managed and stored in clear classification; The goods in the store are not messy, and the styles are displayed in color; The goods in circulation shall not be scattered, and shall be dispatched in a centralized and orderly manner. All goods are clearly available on the computer system and financial software, which can timely feedback the sales information, make statistical analysis on the best sellers and slow-moving funds, and display and sell the newly launched goods and out of season goods, short size goods without code, and old goods by category.

Finally, it is necessary to manage the "account", make an article from the "number", introduce the pos terminal, do a good job of the daily, weekly and monthly "purchase, sales, and storage" account statements, follow up the accuracy and timeliness of the data returned by each store, compare and analyze the daily sales data with the sales data of the same period last week, analyze the reasons for the large increase and decrease of the store, and carry out inventory regularly, To achieve the consistency of "account, goods and payment", the company should review the data of the direct stores in a timely manner.

The management of direct stores is a dynamic and systematic process. Only by establishing a perfect operation guarantee system, coupled with an effective performance appraisal system, and strengthening the effective monitoring of the business process, can we truly get out of the confusion of direct stores.