At present, Xi'an major stores are getting bigger and bigger, such as Xi'an Jinshi Lighting, Yang Ming Lighting, Op Lighting, NVC Lighting, Jiamei Times Commercial Bank, Sanxiong? Aurora, Ou Dian Lighting, New Terri and other businesses, each of them In the pursuit of big shop decoration. How to use their new hypermarket science to effectively improve their competitiveness, many businesses are still crossing the river. In conjunction with conversations with some lighting store owners, the author talks about his own views.
The marketing model of Xi'an lighting industry has experienced four stages as the consumption pattern changes:
1. In the early 1990s, under the market structure of supply less than demand, all manufacturers' businesses were very good, and the marketing method adopted a regional wholesale model centered on distribution;
Second, from 1999 to 2002, all parts of the country were building the building materials market, and the market-centered formation of the building materials market intensive distribution model;
3. From 2002 to 2004, the lighting industry established a brand franchise store, and formed an innovative marketing model such as brand franchise stores and community interception with brand promotion as the center;
Fourth, from 2004 to the present, with the increasingly fierce market competition, the requirements of manufacturers for dealers are getting higher and higher. At this time, the dealers have some operating habits and management capabilities that are not up to date with the new requirements of manufacturers. A new competitive environment requires a big store.
How do businesses manage big stores? The author believes that we should first think about the following aspects.
First and fifth questions to see the basics
First, is the current business based on sales or marketing? Seriously analyze the performance contribution of each customer's performance, such as customer visits, relationship business and self-marketing ability, if the conclusion contributes to the performance contribution of their own marketing capabilities. The rate can reach more than 40%, indicating that you have the marketing ability and the potential to operate a big store. Second, the husband and wife store has still been transformed into a company. If the core work of the entire operation is still handled by a family, then it is still a business model of the husband and wife shop. On the contrary, there is a clear division of labor in the entire operation. The employees under each organizational structure have clear job responsibilities and division of labor for the business. Third, is there a sense of building a talent team? Large stores and operations require professional talents. Whether a boss has the spirit of “Lie Xian’s Corporal†and “Three Gu Mao†is the foundation of the talent team. Fourth, how is the boss's own marketing awareness? Does the boss visit the market every week, visit end customers, and communicate with consumers, designers, colleagues, employees, etc. Really effective marketing methods are generated on the basis of full understanding of consumers and the market. The boss of a big store must play the advantages of its own super terminal to make the big store not only become the unit of the area, but The increase in actual sales. Fifth, what are the development prospects of the manufacturers? Is the product line rich, how is the product quality management? How is the update speed? Is the management standardized, what is the pre-sales and after-sales service of the manufacturer? Can the market change provide effective measures? If the question is answered ok, it means that you can be backed by a brand that is competitive in the market.
Second, change ideas to build a big store
There are also many successful lighting dealers in Xi'an, such as: Xi'an Jinshi Lighting, Yangming Lighting, Louvre, and Ou Dian Lighting. They all have their own brands, build their own door signs, and represent strong brands. The success or failure of a dealer is not to say the level of marketing or management, but to see if it can change business ideas as the market changes. Opening a big store is what the trend is. To open a larger specialty store, the boss must first change the original business ideas. In addition to careful planning, it is more important to change the business ideas. There is a clear idea of ​​how to create a larger sales volume for your business area.
Third, intensive farming to find positioning
To manage a big store, you must know the contribution rate of each product series, the store's level of efficiency, and human efficiency. You can make a monthly sales report and an annual sales report such as:
Management through the form, so that the financial clarity, all sales dynamics are clear. With a standardized form management system, large store operations can develop steadily.
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