on how to mainly improve the customer turnover rate of the shop?
changes in market structure, control terminal, control of consumers shop every day of the efforts. Effectively improve the cosmetic shop accesible rate, the effective appointment of the store to improve customer conversion rates as the focus 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, deputy manager 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 owners, good afternoon!
Today, the Some human say namely we do in this line, earlier than cocks, dogs nap later than the daytime, morning and afternoon, merely a little rendition today. But sometimes we are no like riding in the back of the tiger, in others it seems imposing, merely his heart was full of alarm and detriment it?
Today we explore together how to store the software and hardware erection and other measures to effectively 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 structure that requires a system, including personnel, monetary management, brand structure and so on. Through dispute, we want to ride the tiger's back Tiger bosses know how to ride home, instead of being the tiger back to the lair to be dined pack.
We have invited three guests to play applause: First Day of the franchise market are invited senior specialists Chen Xi educator. The second visitor was the premier of Dongguan, Mr. Cao Dongbo cool woman in the world, he successfully became from the Avon store front mart, back yard pattern, with more than 60 channels, and the store has done the training system is in area. 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 immediately open seven outlets, all stores are activating, store system construction in location and the improvement in the depth of which .
First, we always discuss and Cheng. I have been to your store, feel them in your store, hardware is more in place, may I ask how our efforts 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 influence the rate and turnover rate accesible, the regional co-optation of a half success. The second is the store's upkeep and construction of the VI system, as the teacher has said Chen Xi, while passers-by through the store, you can draw her into the store, which is quite important. Cosmetics to say now is a high margin industry, act the low-margin, low-return business,
GHD IV Black Straighteners, just like Shaw teacher said, when we are riding on the tiger back, there is a sense of emergency. So I think the hardware shop, the most important one is the location, one store VI. Thank you!
Shaw: You equitable talked about, I think the store's place, and accesible rates and turnover rates have a little, I scrutinized a elaborate, a lot of people into your store, and are basically out of store carrying your sack, which shows a relatively high turnover rate. I query Zheng always in your store among the manner via which to motivate you to do this?
Zheng: customers into our store carrying something big out there, I want all of you are aware, is currently in our shop there, mainly to the circulation of the low price of brand to attract customers.
Shaw: That is to say mark price cheap to attract the flow of customers, in truth, mark structure to amend conversion rates, I believe there is 1 point we are more cared almost, for you said, if the cache brand's cost system and the prevalence the price of cache actions combined with a low, then in your store, the accesible assured rate and turnover rate is relatively tall, but stores in additional high-margin products 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 after 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 consult the contents of some of the more details you think training for store workers do better?
Zheng: We are three levels to the training: First, the exercising of junior staff, there will be because assorted types of training junior staff; Second Intermediate training; third, perfected training.
Shaw: training content, and you tin share it?
Zheng: Initial training is just entering our corporate staff, she of our enterprise, and personal code of rules and regulations of the instruments and staff do not understand and are versed with, then the initial training is mainly the content of this field; that intermediate does ? When employees have been working in our business fall butme time, the need for product perception and professional wisdom of product sales, then we can target them by the lack of vocational knowledge and professional skills through targeted training; advanced training for senior staff that has done more than 2 years shopping guide, she may have a deep knowledge of the opinion, then we will be missing on their portion, such as management expertise to build training courses.
Shaw: Thank you, General Zheng, very exciting!
hardware store in the franchise which we are more promising to concern about is the store's image, 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 employer, store management, the various systems is not everyone already know? May not be lack 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 woman in the world have done very cool and perfect place, including staff training. Cao total, I would like to browse with you, just said to promote the customer turnover rate of the construction and specialty stores the relationship among hardware and software, then you talk about is how to do this?
Cao: Today there is such a infrequent chance, through such a platform by this conference. We have not completed the imagine, 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 study to understand, but to do so, it is one hundred percentage of the last word. Our store alternatively beauty salon, not material which way we must show that it is an alphabetical alignment, a total product. Because in the total merchandise inside, whether it is product sale, marketing, alternatively education; either information or VIP or training; whether the digit of stores, or customer turnover rate, product scope, business services, etc. These are all faultless transaction constitutes a store rate of the main body.
few annuals ago, 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 affair cool female in the world. I think to do a systematic staff treatment,
GHD Blue Butterfly 2011, if to do the franchise stores, necklace stores do, concerned commodity is major, training is more momentous. Since then, my cardinal effort is spent on In these few years, I am likewise exploring establishing their own training traditions, training system, training of vocational schools, commerce schools, including their own, there are too links to Sun Yat-sen. I have talked about this level of education, staff training as the fashionable head of all the training, we have to first alteration their fancies, the conception of success in the future be the foundation for admission in the industry, and can feel the future prospects of the manufacture, wants them to think prospects are good, they will do it. In this process, the current training, including basic, intermediate, advanced, image design, beauty and so on.
Shaw: I would like to ask a answer like this to their own initiative the industry, are more compliant to engage in this industry, you are met along what means?
Cao: I think so: systematic is important, but I am more focused on the integration of resources, particularly information management, for the chain system has a function, first of all have a prejudice, you go repeatedly, some shops over 300 km, you want to proceed to implement the headquarters of the division of responsibilities is a very difficult process, because the headquarters of marketing strategies, marketing ideas, including a systematic process, and then will appear in the displacement floors dwindle. From general manager to director of the subsidiary, beneath the regional managers, supervisors, and then to the manager, clerk, membranes of decreasing it, can not look in place, the first point is that execution issue. This I will say the execution is the aptitude to complete the mission, for I was born in the military, so it is normally to encounter or interchange, ahead of every day, every employee must be half an hour to an hour of learning, this time through spontaneous learning to build a good attitude.
Shaw: You just said how the mentality of the staff adapted to the best first half hour of study period every day, then the second point is what?
Cao: The second point is that training, learning is spontaneous, the training is to explain in words themselves. Through training, training the owner as the responsible and influential, guiding inspire. As a cadre, sincerity, love, knowledge, mind, there must be mains of the heart, responsible, not have them, and to do good employees, but not as a cadre.
Shaw: How to give employees a sense of liability that?
Cao: a human, we must control, how to control? Managing people and things, from the corresponding system, inspection process, award and punishment. Treat one thing, I constantly do is: on the one hand to maneuver, lead intend done in guiding the process of supervision, to behaviour assessment, configuration, build a lusty executive system in the process of consecutive encouragement , can form a self-regulatory action. For example, I give you a lollipop from time to time, give you some things that influence and less commentary, more stimuli, such as multiple honorary certificate that allows them to feel the progress, little progress every day, so he is not susceptible to a number of the impact of a bad mood.
Shaw: Thank you, General Cao, very deep!
a planning 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 clear. Staff apparently, they can better know what to do.
our store business is good, the first store location must be explicit, so that we can do other routine work. Store staff structure, management structure, depends on location. Brand structure, what is the main worldwide 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 close rates, I think that includes five aspects: First, match the structure of the brand; Second, store decoration, containing counters, shelves; third is the depth of the display of cosmetics; fourth is staffing; The fifth is promotion. These five areas, and I'll explain.
First: the structure is actually a brand positioning matching problem,
GHD Purple Butterfly 2011, the equivalent of assembled tanks, tanks are good at different operations in different places. Organizational structure is assembled good at playing the brand of the local market kenny weapons of combat. For example, there is a massive shop in the right stores, how to match? Left a massive supermarket, how should we match? If you store a massive home centre stores, two shops, you caught in the middle of what should be the brand you match? This is a brand matching structure, but also a position. Location is the marrow of the consumption structure according to your district, combined with your own resources, which give consumers, do not take them as a major 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 commercial district, located in a small town, surrounded by many factories, the factory's door, numerous cosmetics stores, but the wealthy people to the streets of downtown to spend. 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, grasped the buyer, is how the other two like? That nice point, for instance this one, it long to hit 8.5 fold to sell Olay is its primary means of attracting customers, to recruit them by converting the end of Olay brand, a conducive brand. So what is the Oil of Olay to defeat? Korean dream you can sell makeup 8.2 fold, and even hit 8-fold, which is the brand match the structure. All in all, according to your good position to convene a keen weapon to fight the local market. A shop, a pair of clearance, a clearance is situated; different match off of the brand structure. After two off to have a life and decease customs, shops will not dead, 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 narrated products. The shop is now the main stores. Specialty stores broadly divided into several categories: general specialty stores, in the fewer amplified rural areas; The second is the award 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 cupboards, open shelf of; at both of the small shopping market, island cupboards, counters have closed,
GHD Straighteners, there are open containers. Form according to what you are appropriate for the needs of the local market to be renovated. After renovation, the different forms have different sales amounts. For instance, 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 makeup, you must companion it. For instance, a boutique, is closed. If customers come to your counter, you ignore and hard at finishing their merchandise, customers will think you see down on her, distinguished opposition her. You do not receive her, she certainly went away. So you must take the initiative to close the counter welcome her, such as: Which of your preference Avon product? ... If a customer had just hiked 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 reception. 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 another display forms, display methods, and some help, through the depth of the display, instantly improve bargains quality.
Fourth, staff training and training. Since the performance of transactions, staff viewpoint, service, capability is needed. Specific mention in the second point, not repeat it here.
fifth is promotion. Promotional price is most important is not to give altitude precedence must be the quality of the head. Do not do rind care products than the supermarket ordinary life. Supermarket is the price at the head of life is inexpensive and good. Cosmetics must be done cheaply. Therefore, promotion should focus on Some people often put out a float promotions, do not put out the floats shrieked floats, shrieked the broken automobile. Cosmetics placed a mess, then the consumer a look,
GHD Red Butterfly 2011, that Could have been cheaper to sell the customer a outcome, it self-defeating. For example, I attempt on the big treasure, surrounded by a good brand also covered. Others penetrate such a good thing, so cheap, no buying power to purchase, there are also spending power to buy. Why? Rich people thought: ten greenbacks, it is better to buy seven of eight hand-paint a large Bora. Promotion time, be sure to memorandum that the price at the head, only bigger and restricted.
upon is my opinion, how to boost client turnover rate of the 5 districts.
Shaw: I thank the teacher and gifted 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 district, called the court death; shop on the town if the industrial zone district, and what is waiting to die. Therefore, positioning is fussy. So the afterward 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 extent. Also, we will do a street shop in which the scrutinize data analysis.
Shaw: I can help analyze in detail the total Zheng: How to position the first member of the file thinking is the store, through this can know what your customers like? Like, what should the appropriate business. In counting In addition, the surrounding avenues,
GHD MK4 Kiss Straighteners, inquiry, inquiry mate the positioning of stores nigh the business district location, do not open anyone other shop, you open any store, so the surface of entities, not necessarily successful.
We punctuate brand structure, because the brand structure is the basis of our stores. In Guangdong, 30% store customary international brands, 70% for servant brands. 30% is accustom 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 orthodox 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, amuse differentiate 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 previous business prototype continues the Avon, from 2000 on we started to add. All onward, the Avon is catching the grocery store prototype, such as a underwear, a health edible, journal necessities, cosmetics, makeup, beauty salon and so on. We amplify the model it has been approximated. By 2004, I have a emotion, that sensibility makes me achieve the fact 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 path it is very mighty. 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 emulation, for a cosmetic shop, the product should be constantly updated, out, according to some data, do the appropriate adjustments.
Shaw: I have heard 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 excellent evolution. Despite the difficult early, but the merit of the new system is now already distant more than 100 million.
Shaw: Construction of such a system, can establish an information database, information can help you analyze your current data store, which also kas long asyou store the best selling brand, which is a scientific system of doing things is not a seat of your jeans, system to reflect the real data, and then make more technological and more exactly positioning. Thank you! Now guests have a question to ask the crowd Cao General: how to make the chain of training be efficient?
Cao: chain stores as far, unity of cerebral is not cozy, generally side of education, while training and while working. If in a region, there are several stores, you can converge on local training, training at fewest once a month. If the training of eligible, appropriate recognition, and often motivate staff.
Shaw: Zheng audience questions to ask guests total, online shopping is now speed up popular, information development faster and faster, chaotic price system, directly affecting all walks of life. Online shopping, direct marketing franchise stores to become the biggest killer, and how to cope with this situation?
Zheng: specialty stores and online shopping, direct marketing, truly different. My store is the township shop, online shopping, straight marketing hever since to shock. Future, online shopping will naturally have an impact on our franchise stores, shop, we must do a good job ought be paid care to play the conveniences 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 invaluable experience to share, but also very grateful to I believe in the industry forum with the help of all of you that you will convert better and stronger bosses, better and better! Thank you!
Xiao Peng: China Chain Management consulting and planning experts, the retail extremity Shi Zhanpai marketing experts, marketing cosmetics in China Research Center Deputy Director, National Vocational Qualifications Senior assessment department manager, management consulting agencies in China Xin CEO of consciousness. Long-term commitment to the industry chain consulting, planning and training.
Contact: 13560399459, E-mail: xpeng1975@126.com QQ: 23501354
Profile: http://xiaopeng.cmmo.cn/
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