How to sell children's clothing well_Sales skills

In 2008, China's children's clothing consumption showed more than double-digit growth. Children's clothing has naturally become a new growth point in the development of the clothing industry, and the sales channels for children's clothing have also shown a more complicated trend. Traditional department stores are facing encroachment. For now, clothing is still an extremely important product line for department stores. It occupies the largest operating area and is a key product in store marketing planning. There are many types of clothing in department stores, and children's clothing accounts for a large proportion of them. From the perspective of product structure, children's clothing brands in department stores generally follow the mid-to-high price range. Most of the children's clothing brands or counters in department stores are mixed with other categories of clothing and do not get the prominence they deserve. This phenomenon is especially common in second-tier cities. This shows that in these cities, consumers' demand capabilities and market space are limited. Determines the living environment of children's clothing brands. With the diversification of retail formats, department stores are gradually giving way to low-priced children's clothing - supermarkets and warehouse malls. In addition, many high-end children's clothing brands also value the channel of children's clothing specialty stores. They believe that specialty stores can better demonstrate the quality and image of their own brands through comparison. This makes department stores no longer the only sales place for high-end children's clothing. Brand stores are becoming mainstream stores, also known as concept stores. The so-called concept store means that its decoration design, logo, trademark, packaging, etc. are matched with each other and incorporated into the "CI" design to strengthen the brand image. Generally speaking, children's clothing in specialty stores is expensive, but it can guarantee the quality of branded children's clothing. Some world-famous brand clothing monopoly systems are very strict, and you will absolutely not be able to purchase goods without exclusive qualifications. This is to prevent counterfeiting and to provide good after-sales service. Serve. In my country's first-tier cities, because consumers have relatively strong purchasing power, they tend to prefer children's clothing brand stores. This is also one of the fundamental reasons for the rapid development of children's clothing stores in my country's first-tier cities. In addition, franchising is becoming a hot spot in the domestic economy and is also a good way to solve the bottleneck of children's clothing sales. After children's clothing companies solve problems such as production, funding, and branding, they must face the test of marketing expansion. Franchising is a large-scale, low-cost and intelligent marketing expansion method. It uses the transfer of intellectual property rights to fully mobilize all favorable capital and optimize its combination to achieve the purpose of rapid expansion of scale and sales. . Specialty stores are in an embarrassing situation. Specialty stores refer to stores that carry out professional operations. Specialty stores are not like brand stores that only deal with a single brand, nor are they as comprehensive as department stores. Specialty stores are more concentrated in clothing business than department stores and richer than specialty stores. This avoids the style differences caused by large shopping malls. It is outstanding and avoids the weakness of a single brand being too weak to form a climate. The market competitive advantage of children's clothing specialty stores is that they only deal in a single category of children's clothing. Although the product line is narrow, it has a complete range of designs and colors, various specifications, a high degree of specialization, and a low price, which is in line with consumers' needs for specialized products and high quality and low prices. Require. The children's clothing store has a comfortable shopping environment in terms of hardware and a complete management system in terms of software. The store collects a variety of brands of children's clothing, with guaranteed quality and after-sales service. The store focuses on advertising and holds different marketing activities every month. This type of specialty store should be the direction of development. However, there are still a considerable number of specialty stores in the market that are not operated in a very standardized manner. The children's clothing in the store does not matter the brand, and the quality is uneven. It is difficult for consumers to return or exchange goods, and the service is not in place. This type of specialty store needs constant improvement. Nowadays, consumers' consumption concepts are gradually maturing, and they pay more and more attention to quality and store reputation. From a rational point of view, stores that are not trusted by consumers do not have good development prospects. In my country, the business methods of children's clothing stores are mainly divided into distribution type and investment type. The distribution type relies on the buyer's familiarity with the market and unique business vision to select branded children's clothing or unbranded children's clothing that suits their own store style and market positioning, purchase directly from the manufacturer or purchase from the wholesale market, buy out the business, and set their own prices. The investment promotion method is similar to that of department stores, that is, renting out counters. Since the operating costs of specialty stores are lower than that of large shopping malls, and the rent of counters is cheaper, the price of children's clothing is more competitive than that of large shopping malls. Warehouse supermarkets are closer to the people. Supermarkets refer to stores with large scale, low cost, low gross profit, and consumer self-service. Strictly speaking, supermarkets and warehouse shopping malls are different retail formats, but from the perspective of clothing sales, they have the same characteristics. In terms of product categories, supermarkets and warehouse-type shopping malls are just like department stores, with a wide range of categories. The most attractive thing for customers in clothing supermarkets and warehouse shopping malls is low prices, because low- and middle-income customers always want to buy more things with less money.

Here, children's clothing is sold at slightly lower prices than the market, attracting consumer interest and increasing market popularity. Among various retail channels, supermarkets and warehouse-type shopping malls are the main retail formats for children's clothing for younger children. Looking at the management methods of foreign supermarkets and warehouse-type shopping malls, from Wal-Mart to Sears, they all rely on chain operation to win. In chain-type warehouse-type shopping malls, bulk clothing has become the main force. In addition to normal sales of clothing, there are also There are a large number of seasonal disposal clothing and discounted clothing for sale, but no used clothing is sold. The product mix here also strives to be diverse. Some famous brand clothing operations are suitable for a variety of retail formats and are in the ascendant in our country. The sudden rise of online sales. With the increase in the number of families born in the 1980s, a new children's clothing shopping group is taking shape. Young people of this generation are more keen on using the Internet as a platform to purchase children's clothing. Compared with the traditional marketing model, the online sales of children's clothing is gradually showing its strong and unique vitality. At the same time, with the birth of a new round of families and consumer groups in the children's clothing market, when the popularity of computers in these young families increases, they will be more likely to use the Internet on the Internet. Shopping has become a fashionable consumption habit. Internet marketing is one of the modern marketing methods in the 21st century. Many children's clothing companies have established websites and developed online distribution channels. Customers can also search on the Internet to find many online shopping websites for children's clothing, such as: Taobao, China Children's Numerous websites such as Supplies Network, Ladies Street Network, Huaying Network, etc. provide consumers with fast, convenient and preferential products and services through online advertising, establishment of electronic shopping malls (without store sales), and provision of network services. , while saving energy costs and time costs for consumers. In the next few years, the consumer groups in the children's clothing market will mainly be young families. This group of young parents generally have a higher level of education and are more receptive to new things. They dare to try new consumption methods. Among them, online shopping will also become a shopping or consumption behavior for them.