How apt cultivate above buyer turnover rate of the

on how to effectively improve the customer turnover rate of the shop?
changes in market structure, control terminus, control of consumers shop every day of the efforts. Effectively improve the cosmetic shop accesible rate, the efficacious appointment of the store to improve customer conversion rates as the converge on the content of the shop worker.
Forum Topic: How to improve on customer turnover rate of store
Time: August 19, 2008
Venue: Shenzhen La Waterfront Hotel
Moderator: Peng Xiao (Xiao) Chinese cosmetics market, agent director of marketing research
Forum Guests: Xi Chen (Chen) Chongqing consultancy Burson-Marsteller, general manager of cosmetics industry
Caodong Bo (CAO), Dongguan cool woman in the world of cosmetics chain president
Zheng Jing Zhong
(Cheng) Shenzhen thousands of good line of cosmetics chain, general manager

Shaw: Ladies and gentlemen, cosmetic shop landlords, good afternoon!
Today, the Some people say that we do in this line, earlier than cocks, dogs slumber after than the day, a.m. and afternoon, only a little rendition today. But occasionally we are not like riding in the back of the tiger, in others it seems imposing, but his heart was full of alarm and detriment it?
Today we explore together how to store the software and hardware building and other amounts to mainly improve the customer's transaction rate. We want to store and administer, you must know first what to do, what to do the second tread, third tread what to do. So, we need a framework that requires a system, including personnel, monetary management, brand structure and so on. Through debate, we want to ride the tiger's back Tiger bosses know how to ride home, instead of creature the tiger back to the lair to be eaten package.
We have invited three guests to activity applause: First Day of the franchise market are invited senior experts Chen Xi teacher. The second guest was the premier of Dongguan, Mr. Cao Dongbo cool woman in the world, he successfully transformed from the Avon store front shop, back yard pattern, with more than 60 channels, and the store has done the training system is in place. The third line of guests, general manager of Shenzhen, thousands of Mr. Zheng Jingzhong good, he busy in the cosmetics industry in Shenzhen has 11 years, and now open 7 channels, all stores are reanimating, store system construction in place and the correction in the depth of which .
First, we all discuss and Cheng. I have been to your store, feel them in your store, hardware is more in place, may I ask how our exertions in hardware to improve customer turnover rate?
Zheng: First of all thank the Xiao said the teacher, I think the shop is maximum important is location, it will affect the rate and turnover rate accesible, the local voting of a half success. The second is the store's renovation and construction of the VI system, as the teacher has said Chen Xi, while passers-by through the store, you can paint her into the store, which is very important. Cosmetics to say now is a high margin manufacture, doing the low-margin, low-return affair, fair like Shaw teacher said, meantime we are riding on the tiger behind, there is a sense of crisis. So I think the hardware shop, the maximum important one is the position, one store VI. Thank you!
Shaw: You just talked about,GHD Purple Gift Set, I think the store's location, and accesible rates and turnover rates have a little, I scrutinized a detail, a lot of people into your store, and are basically out of store carrying your bag,GHD Straighteners NZ, which shows a relatively high turnover rate. I ask Zheng always in your store amid the means through which to motivate you to do this?
Zheng: customers into our store carrying someone huge out there, I want all of you are conscious, is currently in our shop there, chiefly to the circulation of the low price of brand to attract customers.
Shaw: That is to say mark amount cheap to preoccupy the flow of purchasers, in fact, brand structure to cultivate conversion rates, I deem there is 1 point we are more cared approximately, as you said, if the store brand's cost system and the circulation the amount of store actions combined with a low, then in your store, the accesible positive rate and turnover rate is relatively tall, but stores in additional high-margin productions and how to cultivate the volume of it?
Zheng: First of all we have undervalued the flow of the brand to attract customers, accesible rate is relatively high, and when these products to attract customers to go afterward the circulation of branded products that lower price, you might feel other high-margin products price is relatively low. Coupled with our shopping guide have been professional training, will effectively guide our customers, turnover rate also good.
Shaw: We went on to discuss the contents of some of the more details you think training for store employees do better?
Zheng: We are 3 levels to the training: First, the training of junior staff, there will be because assorted types of training junior staff; Second Intermediate exercise; third, advanced training.
Shaw: training content, and you can share it?
Zheng: Initial training is just entering our corporate staff, she of our corporation, and private code of rules and regulations of the instruments and staff do not understand and are familiar with, then the initial training is mainly the content of this field; that intermediate does ? When employees have been working in our business fknow next to nothing ofme time, the need for product perception and professional perception of product bargains, then we can target them by the lack of vocational learning and professional skills through targeted training; advanced training for senior staff that has done more than two years shopping navigate, she may have a deep knowledge of the opinion, then we will be absent on their portion, such as management expertise to build training lessons.
Shaw: Thank you, General Zheng, very exciting!
hardware store in the franchise which we are more presumable to care about is the store's picture, and our resources as well as store brands, including our business props factors, I think that is hardware, but software stores, including the training of personnel management systems are also important. Members boss, store management, the various systems is not everyone yet know? May not be absence of hardware now, why? As long as you have money, you can go to the hardware construction. But the software is not the money to complete construction. In the management of software, various factors are more implicated in this regard, I think the female in the globe have done quite chilly and faultless place, including staff training. Cao total, I would like to explore with you, just said to improve the customer turnover rate of the construction and specialty stores the relationship between hardware and software, then you speak about is how to do this?
Cao: Today there is such a infrequent chance, through such a platform at this conference. We have not completed the dream, I am sure everyone one of you brothers and sisters who worked hard all their dreams. We are gathered here today as I talk about my feelings: not learn to know, but to do so, it is one hundred percent of the last word. Our store or beauty salon, not material which direction we must show that it is an alphabetical alignment, a total product. Because in the total merchandise inside, whether it is product marketing, marketing, or education; either information or VIP or training; whether the number of stores, or customer turnover rate, product scope, business services, etc. These are all perfect transaction constitutes a store rate of the main body.
few years antecedent, my Avon store has 31. Two years antecedent, I successfully completed the Avon store's transformation from a unattached Avon store, to the transformation of cosmetic specialty stores, the integration of more than 60 brands, starting the business cool woman in the world. I think to do a systematic staff management, whether to do the franchise stores, chain stores do, concerned commodity is important, training is more important. Since then, my cardinal effort is spent on In these few years, I am also exploring erection their own training institutions, training system, training of vocational schools,GHD Straighteners, business schools, including their own, there are also links to Sun Yat-sen. I have talked about this level of education, staff training as the new pate of all the training, we must first change their ideas, the conception of success in the hereafter be the basis for recognition in the industry, and can feel the hereafter prospects of the industry, wants them to think prospects are good, they will do it. In this process, the new training, including primary, intermediate, advanced, image devise, prettiness and so on.
Shaw: I would like to ask a question like this to their own initiative the industry, are more willing to agree in this industry, you are met by what means?
Cao: I consider so: systematic is major,GHD Green Butterfly 2011, but I am extra focused aboard the integration of resources, particularly information management, because the fetter system has a function, at the outset have a prejudice, you go again, some shops over 300 km, you want to continue to implement the headquarters of the division of responsibilities is a very difficult process, because the headquarters of sale strategies, marketing ideas, including a systematic process, and then will emerge in the displacement layers decrease. From general manager to manager of the subsidiary, below the local managers, administrators, and then to the director, bookkeeper, layers of decreasing it, tin not see in location, the premier point is that execution publish. This I will mention the execution is the ability to complete the task, because I was born in the naval, so it is usually to encounter alternatively exchange, at the outset each day, every hired must be half an hour to one hour of studying, this period through spontaneous studying to establish a good viewpoint.
Shaw: You just mentioned how the intellect of the staff modified to the best first half hour of learn time every day, then the second point is what?
Cao: The second point is that training, knowledge is spontaneous, the training is to explain in words themselves. Through training, training the owner as the responsible and influential, guiding influence. As a cadre, sincerity, adore, knowledge, idea, there must be masters of the heart, responsible, not have them, and to do good employees,GHD Precious Gift Set, but not as a cadre.
Shaw: How to give employees a sense of responsibility that?
Cao: a person, we must control, how to control? Managing people and things, from the corresponding system, inspection process, award and punishment. Treat one entity, I constantly do is: on the one hand to plan, guide plan done in guiding the process of supervision, to conduct assessment, configuration, build a mighty executive system in the process of continuous encouragement , can manner a self-regulatory action. For example, I give you a lollipop every now and then, give you some things that inspire and less critique, more provocations, such as multiple honorary certificate that allows them to feel the progress, tiny progress every day, so he is not susceptible to a digit of the impact of a wrong mood.
Shaw: Thank you, General Cao, very deep!
a blueprinting staff to have their own, including his learning and growing. Because you are planning to do for him, he very clearly what to do, how to do it. I saw some of the boss, they sleepwalk to live, but also for the clerk to have the vigor to actively go to work it? First to my mind clear, the clerk to explicit. Staff clearly, they can better know what to do.
our store business is good, the first store location must be clear, so that we can do other customary work. Store staff structure, management structure, depends on location. Brand structure, what is the main international brands, or the second and third line brands, or make up the main structure which relates to the brand. Please Chen talk about how the structure of brand positioning?
Chen: Yes, higher near rates, I think that includes five aspects: First, match the structure of the brand; Second, store elaboration, embodying counters, shelves; third is the depth of the exhibit of cosmetics; fourth is staffing; The fifth is improvement. These five areas, and I'll explain.
First: the structure is really a brand positioning matching problem, the equivalent of assembled tanks, tanks are good at differ operations in different places. Organizational structure is assembled good at playing the brand of the local mall kenny weapons of battle. For sample, there is a massive shop in the right stores, how to mate? Left a large supermarket, how ought we match? If you store a large home centre stores, two shops, you caught in the medium of what should be the brand you match? This is a brand matching structure, but also a position. Location is the elite of the consumption structure along to your district, combined with your own resources, which give consumers, do not take them as a important user groups, have been relinquished, you can obtain is firmly in the hands of consumers, which is your store location. For example, you are a mercantile zone, located in a small town, circled by many factories, the factory's door, many cosmetics stores, but the rich folk to the streets of city center to cost. The street, here are two cosmetic stores, there are two cosmetic stores, you caught in the medium, then what you want to sell the store brand, what brand can I have it down, grabbed the client, is how the other two like? That nice point, for example this one, it long to buffet 8.5 fold to sell Olay is its basic method of attracting customers, to recruit them by converting the end of Olay brand, a lucrative brand. So what is the Oil of Olay to vanquish? Korean imagine you can sell composition 8.2 fold, and even hit 8-fold, which is the brand match the structure. All in all, according to your good position to assemble a sharp weapon to fight the local market. A shop, a pair of clearance, a clearance is located; another match off of the brand structure. After two off to have a life and decease customs, shops will not die, just a question of whether profits.
second is the shop decoration. There are specialty store, franchised stores, specialty shops. Stores only sell a brand; specialty sell cosmetics; specialty stores only sell cosmetics, also sell some cosmetics and related products. The shop is now the main stores. Specialty stores broadly divided into several categories: general specialty stores, in the less developed rustic areas; The second is the gift shop, the counter is closed; third is a sometime shop in the back yard, fourth is the day of the supermarket, the fifth is day of shopping malls. Day of the supermarket is open closets, open shelf of; at both of the small shopping mall, isle cabinets, counters have closed, there are open vessels. Form according to what you are suitable for the needs of the local market to be renewed. After renovation, the different forms have different sales measures. For example, you are closed to the counter, you have to take the initiative to serve customers; you are open shelves, a supermarket, you passive reception customers. When in training, and the fourth is the training component, you must partner it. For example, a boutique, is closed. If customers come to your counter, you bypass and hard at achieving their goods, customers will think you look down on her, discriminated against her. You do not receive her, she indeed went away. So you must take the initiative to close the counter welcome her, such as: Which of your favorite Avon product? ... If a customer had just walked into the supermarket, the staff to take the initiative to ask: But you do not take the initiative to receive her better, so the supermarket would passive admission. Counter the image of a different, have different sales techniques.
third is the depth of the display. Directly endow to the depth of their sales improve. Is through the different display forms, display usages, and some assistance, through the depth of the display, directly improve sales quality.
Fourth, staff training and training. Since the performance of transactions, staff attitude, service, skill is needed. Specific mention in the second point, not reiterate it here.
fifth is promotion. Promotional price is most important is not to give top prerogative must be the quality of the head. Do not do peel care products than the supermarket ordinary life. Supermarket is the price at the head of life is cheap and good. Cosmetics must be done cheaply. Therefore, promotion should focus on Some people often put out a drift promotions, do not put out the floats called floats, called the broken automobile. Cosmetics placed a muddle, then the consumer a look, that Could have been cheaper to sell the customer a result, it self-defeating. For example, I attempt on the big treasure, surrounded by a good brand also covered. Others watch such a good thing, so cheap, no buying power to buy, there are also spending power to buy. Why? Rich people thought: ten dollars, it is better to buy seven of 8 hand-paint a large Bora. Promotiin time, be sure to memorandum that the price at the head, only bigger and taper.
above is my opinion, how to addition customer turnover rate of the five places.
Shaw: I thank the preceptor and brilliant ideas!
shop, the most important issue is the positioning and brand match. In fact, the owners may be used to focus the surface of things, but the real essence of Chen has said as these. If you shop in the local industrial areas, urban stores, then the positioning of the two stores is different. You set up shop in the town in the industrial zone, shrieked the tribunal death; shop on the town if the industrial zone district, and what is waiting to die. Therefore, positioning is critical. So the next question I ask Zheng always, your store is the main town shop, you had is how to locate it?
Zheng: We are mainly based on our existing resources to locate, such as the quality of our VIP cards, consumer products, to what amplitude. Also, we will do a street shop in which the examine data analysis.
Shaw: I can help examine in detail the total Zheng: How to position the first membership of the data inquiry is the store, through this can understand what your customers like? Like, what should the proper business. In appending In addition, the surrounding streets, investigation, analysis match the positioning of stores nigh the business district location, do not open any other shop, you open anybody store, so the surface of things, not necessarily successful.
We accentuate brand structure, because the brand structure is the basis of our stores. In Guangdong, 30% store customary international brands, 70% for domestic brands. 30% is used to attract customers accesible, and 70% is used to make money. But some 70% of the international brand stores, 30% of the domestic brands, which subverts our traditional model. This model has been very good in some places, 70% of strong international brands to increase accesible rates, can enhance the store level.
Cao
then what the total, cool woman in the world now have more than sixty stores, has formed a large scale. Cool woman most of the world is to shop in the main town, please acquaint your store's brand structure? The brand structure is how to improve the turnover rate of its advantages?
Cao: The Day of the franchise stores, I have a concept: the store should have a clear business orientation, but to constantly adjust and change, the only constant is change. In our before business model continues the Avon, from 2000 on we started to connect. All along, the Avon is catching the grocery store model, such as a underwear, a health edible, everyday necessities, cosmetics, makeup, beauty salon and so on. We stretch the model it has been approached. By 2004, I have a emotion, that feeling makes me achieve the truth survived. Cool woman in the world even though there are so many shops, large stores have four to five hundred square meters, the small shops have fifty or sixty square meters, the way it is very robust. On the brand structure, every store is different, some days more popular products, some cosmetics selling better. Store most of your flash, put out best-selling product, displayed as a fascinating field to attract customers accesible. It is the quality of the times, intense championship, for a cosmetic shop, the product should be constantly updated, out, according to some data, do the appropriate adjustments.
Shaw: I have listened the last two months, General Cao made a lot of money you put a new information management system?
Cao: Yes, we spent 100 million yuan, the construction of a remote management system, so as to have great development. Despite the difficult early, but the merit of the fashionable system is now already far more than 100 million.
Shaw: Construction of such a system, can establish an information database, information can help you analyze your new data store, which also know thatyou store the best selling brand, which is a scientific system of doing things is not a seat of your pants, system to reflect the real data, and then make more technological and more precise positioning. Thank you! Now guests have a question to ask the audience Cao General: how to make the chain of training be effective?
Cao: chain stores as distant, unity of preoccupied is not cozy, generally side of education, while training and while working. If in a region, there are several stores, you can focus on regional training, training at fewest once a month. If the training of eligible, appropriate recognition, and often motivate staff.
Shaw: Zheng audience questions to ask visitors absolute, online shopping is immediately more and more popular, information development faster and faster, chaotic price system, instantly affecting always walks of life. Online shopping, straight marketing franchise stores to become the biggest killer, and how to cope with this location?
Zheng: specialty stores and online shopping, direct marketing, truly different. My store is the township shop, online shopping, direct marketing hever since to impact. Future, online shopping will surely have an impact on our franchise stores, shop, we have to do a good job should be paid care to play the advantages of store service and communication, should still be able to stand our market.
Shaw: Thank you, General Zheng! Very grateful to our three guests to send valuable experience to share, but also very grateful to I believe in the industry bbs with the help of all of you that you will become better and stronger bosses, better and better! Thank you!


Xiao Peng: China Chain Management consulting and planning experts, the retail terminal Shi Zhanpai marketing experts, marketing cosmetics in China Research Center Deputy Director,GHD Green Straighteners, National Vocational Qualifications Senior assessment division manager, management consulting agencies in China Xin CEO of consciousness. Long-term commitment to the industry chain consulting, planning and training.

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