What are the skills of opening a clothing store!

Why are people poor and institutions aging? One of the most critical reasons: fear from mentality. Not afraid of failure, but also afraid of success, because to succeed, you must pay the price that others are unwilling to pay. If we want to succeed, the first thing we need to do is to hold our heads high and learn from others. Only when flowing water comes from the source can we increase our wisdom and strength against suffering and acquire real life and life skills and knowledge. Due to the limited personal ability, improper things are inevitable, and everyone is welcome to criticize and correct me!

First, selling clothes is selling image.

The business of the store is good, so you don't have to enter the store, just stop at the door for a few seconds to have a look! What to look at, look at the signs, look at the lights, look at the display, look at the hygiene situation, and even look at the age of the salesperson and whether the employees are beautiful. Buying clothes is buying beauty, selling clothes is selling image, that's all!

Buying clothes means buying beautiful clothes. Nowadays, the clothes we wear are not only comfortable and suitable for the outside world, but also reflect an invisible spiritual pursuit of beauty, personality and brand, which is an affirmation and realization of self-image. Beauty is the basic feature of our clothing products, so where we sell clothes, people who sell clothes must first show beauty. Do not turn on the light to save electricity, do not unpack and display dust, employees do not wear makeup when going to work, the cashier is untidy, shops use floats for sale, shops make their own, hand-painted promotional posters, etc. All these violate the principle and behavior of beauty, which will greatly reduce the beauty of clothing, make it unable to express or even lose it. Without beauty and image, the brand will lose the foundation of survival, let alone development! ! Therefore, we must keep in mind the basic operating principle of "selling clothes is selling image", and all the operations of shops should proceed from the principle of "beauty" and firmly establish and earnestly safeguard the standard of "beauty". Only in this way can our stores and brands find their own unique "beauty" in the cruel and fierce market competition, develop and grow, and move from one victory to another!

Second, the comparer can see the advantages and disadvantages.

For those customers who have poor performance but feel good about themselves, there are thousands of words as follows: go to her store and drag him to the store of competitors in the same city. Because if we simply talk about her problems, she will find out many reasons, such as economic recession, small local population, poor consumption power, backward goods and so on. Many of them are objective and company problems, and have no problems of their own. Is that really the case? It should be noted that the store business is not good because everyone is one step behind, and we can't just look for objective and company reasons. I once encountered a similar situation when I went to the store for support. No matter what I say, customers just won't listen. I'm just saying that the company is at fault everywhere. This problem has not been solved, and none of them have been realized. I heard it all; Of course, customers say that the problem reflects the situation well, but we can't look at the problem with the concept of "you are all wrong, I am all right". Then I had a brainwave and simply didn't say anything. Invite customers to visit "Jeanswest", "Bang Wei" and "Fun" in the same city. At first glance, she was embarrassed. Our competitors can't see the products with packaging and display. As for us, all the clothes are packed in plastic bags and the store is used as a warehouse. Three or five employees sit on plastic stools and chat. A large piece of light is broken and nobody cares. When customers enter the store, employees don't say hello. After the comparison, the gap came out. Is this store still a "pure" store? How can such a store create excellent performance! Completely break the customer's "face, self-protection, self-seeking" knot and stand in the position of serving customers, then customers will be very willing to communicate with us and listen to our opinions. Therefore, "good" and "poor", "excellent" and "poor" are not spoken, but compared, so that customers can see and understand what is good and what is bad and how important it is to the store's operating performance. In short, only by comparison can there be a gap, a room for improvement, and a room for improvement to make a difference! Understand this truth, the next thing will be easy!

Third, don't be afraid, as long as you do it with your heart.

Store management will encounter many problems and new situations every day. To keep the store management alive and energetic for a long time, we should strive to set higher goals every day and encourage us to try and apply new ideas and methods. However, a problem has arisen. Many people and franchisees are often afraid of it and are unwilling to bear the risks brought about by changes and reforms. At this time, we need to encourage them to "don't be afraid, as long as they work hard, they will get better"! Because as long as you work hard towards a goal and are firm, you will naturally succeed if you use a good method, but if you use the wrong method, you will definitely sum up and adjust immediately. For example, if we fly to Hong Kong, we will definitely believe that we can land at the Hong Kong airport smoothly, and we can try Yang Ge's famous abalone dish the next day. It's just that the captain knows that once the plane took off, the plane has deviated from its original direction due to the constant change of high-altitude airflow, and we were able to reach our destination smoothly because the captain made appropriate adjustments according to different situations. Isn't it by plane to do business? Yes, we are not gods, and our judgment cannot be correct every time. We are likely to make several mistakes in succession, but the possibility of creating an excellent shop and team is greatly improved. Because the pursuit of growth and progress has penetrated into our essence and become our temperament. What kind of power is this! ! Doing business is the same as being a man. When we encounter difficulties, we tell ourselves: don't be afraid, as long as we work hard, we will become better!

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Fourth, the boss should start with the employees.

Most franchisees of chain enterprises should have a low education level, and start to accumulate a little from doing small business and setting up stalls. Recalling the beginning of his career, many people admire him. Yes, when you first started your business, you didn't have the money to hire people, and others didn't want to help you. They had to help themselves, and the boss and employees worked hard day and night. Now that the business has improved and reached a preliminary scale, some people are willing to help you, and if the economic situation permits, it is natural to invite several people. Pay employees, buy your time with your salary, and let you work for me. The boss has finally worked hard and can have a rest. If you have this idea, it is all wet! Some shops are not doing well. Presumably, they were not in the shop all day. They just went to the store to "show the way" and thought they could have a rest. It has something to do with being busy socializing, drinking tea and playing cards all day. Why is this idea wrong? Because the shop is yours and the business is yours, how can employees work hard if the boss doesn't work hard? This is an example of the problem. Speaking of responsibility, what is "responsibility"? For example, if the store is closed for five days, employees will not be unable to sleep, but the boss will definitely lose sleep every day! Each layer has a different sense of responsibility, and how much responsibility is hard work. The sense of responsibility decreases geometrically from top to bottom, so what should we do if we ask employees to meet our requirements? Presumably only the boss has to pay a hundred times the price. In other words, if the boss gets 100 points, the store manager can get 60 points and the employees can only get 40 points. People are inert, just like a ball going uphill. If you push, you will advance; if you don't advance, you will retreat. What the boss is doing is precisely these shapeless thrusts!

The work of the whole enterprise starts from the top leader, and the efforts of the boss determine the efforts of the whole company and employees. All the reforms in the store must be fully emphasized, valued and demonstrated by the boss before they can "blossom and bear fruit". Although the boss is the boss, we should always remind ourselves that we should start from employees and ordinary employees in order to be the boss forever and become a big boss!

The boss might as well be generous to his employees.

As the grass-roots managers of brand clothing chain operation, we often see employees wearing second-rate and third-rate brands go to their stores to sell their clothes, and when they introduce clothes to guests, their voices are as low as mosquitoes, and the employees in the stores are lifeless. This is the result that we intentionally or unintentionally make employees feel inferior. Inferiority means losing self-confidence. A store that loses self-confidence cannot be an excellent store, and a boss who lacks self-confidence must not be a qualified boss. When one of our bosses took over one of our own stores, he asked our manager how much the manager paid. As soon as he heard it, as long as 1.200 yuan, he immediately said that this line would immediately rise to 1.800 yuan. Because he knows that the manager who takes 1200 yuan's salary can't be an excellent manager, and the manager who takes 1200 yuan can't do anything with 1800 yuan. Just a little more is insignificant to the boss, but it has revived the whole store; It has achieved the wonderful effect of "four or two".

As a boss, the most important responsibility is to boost morale, appoint people on their merits and know how to do their duties well. The boss who haggles over every ounce always kills the number of employees until they are worthless, thinking that such employees will not leave because of inferiority. It should be noted that how can a worthless employee suddenly become a flying employee! Therefore, in hiring employees and managing daily stores, our boss might as well be generous to employees, because the boss's role is to boost morale and enhance employees' self-confidence. With a high salary, you naturally have high morale and good confidence. As for how to do it, employees naturally have a way and don't have to worry about the boss.

Sixth, let employees concentrate and then give up.

When communicating with several store managers in our key stores, we will find a very strange phenomenon, that is, the night turnover ratio of many stores is particularly low, and the customer turnover rate is not high, but most of the time it is just the opposite, not only the night turnover accounts for a high proportion of the whole day turnover, but also through recent attempts, sometimes the night performance even exceeds the daytime performance. What's going on here? In addition, we also know that when the store is dark, employees are required to organize the stacks, but often there is no following after the microphone is broadcast, but their manager not only reminds and encourages them, but also allows employees to reorganize after the original stacks are completely scattered. Why is this? They told me: because when you are free, it is the time when the whole morale and passion drop! ! This makes us deeply understand the truth of "much ado about nothing"! The specialty store is characterized by a large number of female employees, and the biggest problem for female employees is that they have more hearts. They are always thinking about how to pay for other brands and how their parents' boyfriends are today. In short, the reason why employees can't do their jobs well is because they are not single-minded. How to be single-minded? Simply put, it means being busy and moving. When a person is busy, he naturally has no time to think about other problems. Therefore, in the management of specialty stores and companies, don't be afraid that employees are overworked and overworked. What you should be afraid of is whether they have something to do, whether their responsibilities and functions are not enough, and whether they are too idle. Employees should also understand that if the boss invites you, if you have nothing to do, you will have no meaning and value.

3 Clothing retail store management allows employees to concentrate on doing well in one day, but how to make employees do well in one year or even two or three years is to let employees give up. The boss's successful life experience is a vivid textbook, but it is far from enough. As a boss, the most important thing is to paint a bright future for employees! At the same time, you should make long-term efforts to share your ideals and future with employees. If the boss talks about the business and development plan in five years every day, saying that employees accumulate experience to prepare for starting their own businesses and encouraging employees to try greater risks and opportunities every day, employees will naturally understand that the company is developing and they can grow together with the company. When a person sees growth and prospects, he will naturally work hard for the goal, so the boss can let him follow you.

Seven, don't just pay employees' hands and mouths.

Successful chain operation finally establishes a valuable network, which is what we call "marketing network" in marketing. The most valuable part of the marketing network should be the best thinking and the latest ideas! Talking with many of our bosses is very enlightening. Their success has many unusual lives and philosophies. A boss once told me personally: the person who criticizes you is your teacher, the person who scolds you is your friend, and the subordinates who don't argue with you are incompetent subordinates. Good idea! ! Do we have such a broad mind to treat our "teachers" and "friends" Let's look back at our employees. They don't argue with you, but are they incompetent? No, it's because our leader is too overbearing. They once gave us advice and argued loudly with us, but we were too arrogant and proud to think their advice was ridiculous, and we were too busy to ignore or forget them. "That's it, stop talking and do as I say!" We also rudely interrupted their argument, so it seems to be commonplace to "oppress people with power and oppress people with rank". They don't argue with us because they are incompetent, and they are afraid that our hearts will not hold them! We hurt them, hurt the whole team, but ultimately hurt our enterprise. So they were silent, they just didn't want to say what they were thinking. From then on, the company lost its honesty, which eventually led to the serious consequences of mutual suspicion and even distrust between management and employees. Later, they left the company quietly without interest. We proudly said, "It doesn't matter if they leave, but he has no ability to adapt to the company." Most enterprises in China always pay their employees only hands and mouths, but forget that their employees still have infinite wisdom and brains. They don't pay attention to communication and suggestions with employees, which is the sorrow of managers and leaders. Let every employee devote himself to his work, which is the main work content of managers; Let everyone play a role and let them clearly feel the important role they play. This is the secret of management and leadership!

Eight, treat it differently and build a strong enterprise.

On the same day, in the same 24 hours, the boss can earn 1 000, but the store manager can only earn 1 000, while the employees only have thirty or forty yuan. This world is different, and this world cannot be completely fair. We must admit this "unfairness", just like facing "others go to key high schools, but we can only go to ordinary middle schools". In a shop, a company, if a boss wants to "put a bowl of water flat", it is not desirable, it is unscientific, and it is obviously against human nature. Jack Welch once said that "differential treatment is the only way to create a powerful enterprise". Then how can we treat it differently? First of all, we must understand that among this group of employees, there must be the best, the worst and the most in the middle. Secondly, we should evaluate and reward these different employees with different attitudes, different methods and different salaries. Last but not least, we must exclude the worst performers from the whole group. "a mouse shit, bad a pot of soup"! If both the boss and the manager think that an employee is poor, that's all right. Worst of all, you can't fire him even if you know he is poor! Once I went to a store, the boss said the employee was not good. I asked her if she had ordered any recruitment materials from the company, and he said no; I asked him again that there must be a qualified candidate to replace him, and he also said no; I continued to ask, have you seen the recruitment poster of the competitor? He replied unexpectedly, yes, and they are here all year round. This answer is really a wry smile!

Differentiating treatment is the only way to build a powerful enterprise. Differentiating treatment is difficult to achieve. Whoever thinks it is easy to do is not suitable for living in this enterprise. If someone can't do this, so can it!

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Nine, eat, drink and be merry to have a good business.

There is such a rule in the employee management system of one of our stores, "No banquets for colleagues, no banquets for colleagues!" But that's not all. There is also an article in the boss's office: "The company must entertain more colleagues!" That's interesting. Another time, I was deeply attracted by a file in the laptop of one of our bosses, which was full of photos of employees eating and traveling together at different times and places. It's really sweet. The experience of these excellent stores tells me that "the more employees eat, drink and have fun together, the better the store business!"

Our colleagues work from 8 am to 9 pm 12 hours, 1365 days. If you hire a boss, you don't have to sell clothes, just sit in a specialty store for 6 hours. I'm afraid many can't stand it! Work is really hard! However, work can be hard, but work can't be without fun! It is the manager's eternal responsibility to make employees' work full of fun and let your employees have fun anytime and anywhere. Through those rules and regulations, through those old photos, I understand that giving employees joy and learning to celebrate is always the most effective way to motivate the whole organization. Let's listen to the teachings of the sages: a good word is warm in three winters, and a bad word is cold in June; Fart doesn't stink, people are rising to death! In the shop, our boss and manager should not let go of some minor faults. They must try their best to celebrate even a small victory and cheer for our employees. Don't spend too much money, just have a snack or dinner. Our task is to make employees happy. Of course, we must create good performance.

The river is full of water.

Every time I go to the store, I am particularly concerned about how the wages of employees in our store compare with those of competitive brands, whether the wages of employees can be paid in full and on time, what is the monthly loss rate of goods in our store, and whether the wage deduction caused by the loss of goods has been perfectly solved. Also, when opening a new store to formulate a salary system, I always tell our boss that as long as there is money to make, we would rather make a little less profit, and the salary of employees must be higher than that of competitors, which is guaranteed but not capped. Why? Because I understand that the river is full of water, only employees can have it, and the boss can have it! !

"All rivers are water" is a famous saying of Zhang Ruimin, president of Haier, who pursues the change of ideas. He said that if you change a word, your idea will be new. Does Zhang Canrui Min Make Home Appliances the Philosophy of franchise chain Store? Practice has proved that it is not only possible, but also completely applicable! According to the laws of nature, the water of a big river comes from a small river, which has no water, so it is impossible for a big river to have water; The small river does not supply water to the big river, but depends on the big river to supply water, and the big river will be killed sooner or later. In an enterprise, the enterprise is like a big river, and employees are like a small river. If every employee can become a flowing river, then the river of the enterprise will never dry up. Therefore, after one year, the most important thing is to see whether the employees' wages have risen or not, and whether there is a smile on their faces! If the employee's salary goes up and there is a smile on his face, our boss will make money. So, the river is full of water. If you want to own it, you must first let employees own it; If you want to succeed, you must first ensure the success of employees!

The competitor is a lion.

Last time I went to the grassroots with our helpers, this trip gave me too much shock. Originally, I always thought that although our brand has a certain gap with our competitors in central cities, we have surpassed our competitors and left them far behind in the secondary and tertiary markets. What about the facts? Far from it! It turned out that I always thought that after the Spring Festival, we rectified and opened more than 60 stores, which was already very many, very fast and very remarkable. After this trip, I was surprised to find that there are others who are faster than us.

The nine places I visited this time (except for two places that have not been rectified, the rest are shops with new images), not only did I see that our competitors are all the latest images, but there were actually seven places where our competitors were better than our port, and the area was very large, which was really a blow! Even Ziyang (a prefecture-level city in Sichuan Province) and Fushun (an ordinary county in Sichuan Province), which we always thought were doing very well, are inevitably doomed. Ziyang was not included in the rectification schedule because of its stable performance, but our store is only over 50 square meters, and our competitors have twice the area. There is even a famous brand that has opened two stores, both of which are bigger than Pure. Fushun, on the other hand, was the store that was rectified and opened this year! Two places where we thought we had firmly established our competitive advantage, that's it, not to mention the other five places. I don't know without looking. Watch the next jump! Now it seems how dangerous it is to look at today's changed market with the idea of 1 years ago! Similarly, the idea that "our competitors are still sleeping while we are working" is terrible. After this trip, I deeply realized that we are competing with the smartest competitors. We are not only competing for speed, but also for endurance. This must always be remembered, the competitor is a lion, and we must not take it lightly!