Jiang Tao'S Talk About Winning The Magic Weapon Of Clothing Retailing

Behind the display and sales techniques of goods,

Do businessmen know more about the composition and price distribution of display products? How to adjust the price band smartly to ensure the higher average price and profit, so as to enhance the price image and customer price of stores, and unconsciously increase the sales of stores? It seems very difficult. In fact, it is necessary to do a good job of investigating and opening up shops and following up investigation and analysis before opening stores.

The price band of commodities refers to the difference between the lowest price and the highest price of a similar commodity or a commodity category.

The width of the price band determines the level and number of consumers facing the store.

Does price match with customers?

All retailers do routine surveys around the perspective of goods and customers when they open stores: the flow of stores, the convenience of shopping, and the design of stores.

In a regular survey, can salesmen read out the customers' consumption status from the monthly sales data, can they understand the customers' consumption habits and income level from the actual sales of the stores? Does the price of the whole store match with the customers' income, the surrounding shopping environment and the level of consumption?

In this regard, Jiang Tao, general manager of Beijing Lijia Li Ying Baby Products Co., Ltd. believes that only when retailers know their customers' consumption groups and consumption structure clearly, can they find out the needs of consumers in the process of retailing, and form a reasonable price band to better satisfy the needs of customers.

Because the volume of passenger flow in a region is fixed, so if we want to increase sales again, we must find the breakthrough point from the price belt. How can we do that?

First, according to the market survey, confirm the single product.

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Jiang Tao gave an example of a bottle for sale in a baby shop.

According to the survey, the price difference between the bottle and the material is very large, the bottles below 30 yuan are cheaper, and the more than 60 yuan is medium.

The first step is to provide two brands of single products in the low price band of 20 yuan to 29 yuan, establish a low price image, let consumers feel that the price of the products in the store is acceptable, but the quantity of this product should not exceed three, because this will lead to low price products occupy the mainstream price band, and customers' shopping habits will lead them to find cheaper products.

The second step is to provide 6 single products at the price range of 49 yuan to 69 yuan, to make clear the mainstream price band, and to consider the unit price of the goods to be raised, so as to enhance the grades of the stores and meet the needs of the high level customers. Jiang Tao uses the "red flower to rely on the green leaf lining" to compare the use of the price bands in an image. "Between 69 yuan and 90 yuan, 2 more 4 pieces can be provided to show that 49 bottles are not expensive."

So Jiang Tao put forward that retailers should always be clear about where mainstream consumer groups are, and by purchasing the product chain's integration and furnishings, we can introduce the concept of price positioning for consumers, rather than simply recommend products by shopping guide.

The core price band decides to buy

The price band is not static, but also depends on the attributes of the commodity, the characteristics of the customers, the local culture and seasonal changes. This is a work that needs continuous follow-up. Even in a city, the location of the store is different.

"Before 2003, the infant circle is a blue ocean. In recent years, the number of infant and child products chain stores is increasing, and the competition among various channels, including the Internet, is becoming more and more intense, and the cost is also rising rapidly. The infant products sector has entered a new era."

Jiang Tao put forward that retailers can not only plan more and more fast in such a state, but promote sales through the precise marketing of each store.

The commodity itself has a sales cycle, so it is necessary to monitor and follow up in adjusting the price belt. It is a long-term job to adjust the allocation of each store reasonably.

Jiang Tao analyzed: "the design of the price band and the retail store."

It is of great significance that the main products of the price range are the main components of store display. "

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Promote sales in display, so that mainstream price products are more convenient for customers to purchase.

"If the price band is very clear, when customers come in, it is clear what their consumption level is.

It is not the best way to think cheap. "

Jiang Tao said.

"A large number of stores does not mean the abundance of goods, because the quantity and price of goods are too many, which makes it difficult for customers to choose products. We need to see if there is a" left handed right hand "situation in order to avoid blind product overlaps.

In addition to dividing the price band, Jiang Tao also suggested: "highlight a small number of best sellers.

It enables customers to easily identify and select products that they like in many kinds of price categories, so as to increase sales of stores.

For example, the price of a store is between 100 yuan and 1000 yuan, and the mainstream price is between 200 yuan and 300 yuan. The original 200 yuan price belt is the best selling product, and the price of the 300 yuan price belt is higher than the price. Slowly, the products with the price of 300 yuan in the sale will become the mainstream, thus increasing the turnover of the store, so it is very important to integrate the commodity price chain and divide the price belt.

Jiang Tao also talked about how to balance checks and balances among many commodities in order to make the store suitable.

She still sells bottles, for example, "some retailers have no checks and balances strategy. They can't wait for the 10 yuan price bottle to buy in all brands, but ignore the fixed number of customers at this price. They tend to tend to low priced goods, resulting in low customer price."

In addition, the rental of shops is different. Under normal circumstances, the rent is directly proportional to the passenger source, so the 90 yuan bottle has already been considered a high price in a community store, while in the mainstream business circle, the high priced bottle can reach the price of 160 yuan to 190 yuan.

Some consumers are sensitive to brands, while some consumers do not care about brands. Generally speaking, retailers should have clear positioning of commodity prices, and can not blindly pursue low prices, resulting in low customer price. Retailers should give consumers a clear guide.

Finally, Jiang Tao added: "20% of the mainstream prices bring goods, which can create 80% of sales, and many commodity categories can not escape this rule. No matter which city they are in, the shop rules are the same. Data analysis and customer survey are the most important. Customers will be trusted by the consumer at the angle of consumers, and you will win if you bring them to the extreme."