"The second point is cultural confidence. That means when selling high-end clothing brands, your employees must have enough cultural confidence.
How to build this cultural confidence?
This requires the company to write the company's cultural story into an inspirational chapter, and then imprint it on the hearts of employees to promote it to customers.
Just like a Mercedes-Benz car, once mentioned, it is made in Germany, strives for excellence, has a century-old heritage, etc.
This cultural story is a symbol of corporate soft power.
Through subconscious cultural promotion and creation, customers can identify with your corporate culture from the side and heart, and thus buy your products.
Employees who have gained confidence in the corporate culture cannot act like salespeople who sell ordinary goods and give customers the feeling of begging them to buy something.
You must create your own style!
Differentiate yourself from those generic brands.
Our products are high-end brands. Sorry, you can't reduce the price by a penny. You will earn money when you buy it.
Give guests this kind of aloofness, with a feeling of not forcing anything and not worrying about selling.
The well-known Hermès and Kuqi also follow this routine.
At this time, those customers will actually buy. This is a subtle rebellious psychology and show off psychology.
So, if the customer really doesn’t want to buy it, we don’t force it. Just do your job well.”
After Zhang Haidong finished speaking, Yang Wanmei nodded again.
The approval in his eyes became even stronger.
This is simply a sales planning genius!
Even the subtle psychological activities of customers are taken into consideration!
"The third point is the system for maintaining customers. This is what I call the membership system. This is included in the plan I gave you before.
Membership is the strongest customer protection system in the history of business development.
Countless business giants have developed by relying on the membership system.
For example, Ferrari membership system, Lamborghini membership system, etc.
It can be said to be an alternative fan circle. But what they pay more attention to is the brand's premium ability and innovation ability.
In most cases, premium capability refers to value preservation.
Just like Hermès in luxury goods, if the luxury goods produced every year are far less than the market demand, then their company will destroy all the remaining items.
That's right.
This may seem cruel, but if once the price is lowered and the ability to command a premium is lost, the corporate culture that has been carefully built in the minds of customers will be destroyed in an instant.
Just like capitalists dumping milk. In order to gain higher profits and maintain the current market, even if they dump it, they will not lower the price or give it to others.
Because once it drops, the high-end brand image will no longer exist.
Therefore, the brand's premium ability is very important. Unless the economy is in difficulty, you can keep inventory as low as possible, reduce cost risks, and then maintain your premium ability.
Another innovation ability is better explained.
Because we are building a brand, it is very necessary to give customers a "sense of superiority".
In response to the rising requirements of these brand consumers for service and product quality, we apply for membership for them and introduce the latest corporate brand information and new products to these member customers so that they can spend less time and energy making purchases.
decision making.
In this way, it will be distinguished from those customers of ordinary brands.
This powerful information service and after-sales service will give these people with high-end spending power a better experience.
This creates consumption inertia here.
In this case, we don’t have to worry about the sales of high-end brand clothing.”
When I said this, my throat was almost dry and smoking.
Zhang Haidong quickly poured a glass of water to moisten his throat.
"Don't be anxious, talk slowly. I'm particularly interested in your plan now. It really makes up for some of the loopholes that our Jinxiu Group has had for a long time."
Yang Wanmei said softly.
As expected of a top student who came back from the United States, he has really learned all the sales essence of developed countries.
Signing a contract with Huahe Group yourself is the most correct decision.
Of course, it would be better if Zhang Haidong was his employee.
Who doesn’t like such talents?
"It's okay, I'm just thirsty. I'll just moisten it."
Zhang Haidong drank two glasses of water in one breath, then threw the disposable cup in the trash can next to him, and then continued talking.
“The fourth point is the control of the sinking market. That is, the control of the vast number of ordinary consumers.
This point is actually the most important. Because although the profit of a single product in the sinking market is not high, it faces thousands of ordinary consumers, so it has strong shipping capabilities.
For example, if you look at the video anchors who bring goods, why can they bring hundreds of millions, or even more than a billion, in one go?
Is it because they know how to hype? Is it because they set things up well? Just say a few words that they are the son of a farmer and they will believe him? Then spend more than 100 yuan to buy bird's nests with flavored sugar water?
It cannot be denied that there are indeed such fools. But most of them are ordinary people who are sinking into the market.
Their spending power is one level lower than that of brand consumers.
But there are many of them.
Give another example.
Just like Japan's Toyota Group, although its Lexus is high-end, more luxurious, more comfortable, and more dignified when driven out.
But the majority of the company's profits are driven by models such as the Corolla and Camry that sell the most products.
Therefore, in an enterprise, the volume-driven sinking market will always be the biggest source of profit.
So what do consumers in the sinking market need?
Of course it’s affordable!
What we want is tangible benefits that can be seen with the naked eye.
This type of shopping for consumers in the sinking market is high-frequency retail. Membership is also particularly suitable.
For example, if you go shopping for vegetables every day, you can get a 10% discount every day by becoming a member of the vegetable market. It is estimated that many people will do so; or if members are given a limited-edition vegetable of the season every day, everyone will like it more.
The same goes for making clothing. Sales are all the same, but the categories are different.
This type of clothing must be separated from high-quality brand clothing, and then a large number of member points systems and fixed discount systems should be implemented.
This will make those customers in the lower market feel the real benefits, and we can firmly hold them in their hands."
Having said this, Zhang Haidong flipped through it and then took out an exquisite folder.
"Whether it is high-end brand clothing or customer sales in lower-tier markets, I have listed them all for you. Of course, there may be many shortcomings, and you can make modifications based on your sales experience. Only by mutual improvement can we
It’s the best.”
With that said, he handed it to Yang Wanmei.
Yang Wanmei reached out to take it and put it into her bag.
When she looked up at Zhang Haidong, her eyes were full of appreciation for talent.
This kind of talent is simply too rare!
"Haidong, let me tell you the truth. You are simply a natural sales planning wizard. I believe you must be the best student in the United States. It can be said that you have learned all the essence of foreign countries. I have also found a professional before
Sales planning, but what they talk about is too high-end, and there is no real system like yours that can be implemented.
To be honest, if you don’t work in Huahe Group, I will definitely recruit you to our Jinxiu Group. I believe that as long as you come here, our sales will reach a higher level."
Yang Wanmei said sincerely.
In his eyes, he could not help but praise Zhang Haidong.
"Haha, Manager Yang really cherishes talents. It's okay, he can also serve you in Huahe Group!"
Wu Yao said with a smile.
Although Zhang Haidong's Christmas activities seemed to be averagely planned, the sales planning for Jinxiu Group was simply sharper than those of professional sales elites. It can be said that every sentence is practical and every sentence is to the point.
If you didn't know his details, you would really think that he is a talented student who graduated from the United States!
Truly a wizard!
We must never let go of this genius Zhang Haidong!
"That's right, even if I want to, I can't force someone to love me. Okay, I will read it again carefully when I go back, and then arrange a new sales strategy as soon as possible. Haidong, the Christmas activities depend on you
Already."
Yang Wanmei gently shook hands with Zhang Haidong.
Wu Yao quickly stood up and sent Yang Wanmei out.
When she came back from delivering Yang Wanmei, she told Zhang Haidong: "The purchasing items you listed in the past two days have begun to come back one after another. You need to go to the receiving department of the mall to keep an eye on it and check.
Is there any problem? Remember, if there is a problem or it cannot be used, you must inform me as soon as possible. Either buy a new one or change it to something else quickly. There can’t be any mistakes in the Christmas activities, do you understand?
"
"Okay, I know."
Zhang Haidong nodded and said.
"Okay, let's go."
…
The dim street lights once again illuminated Zhang Haidong's way home. The cold weather made him go home faster, because staying outside for even one second longer was a waste for him.
kind of torture.
When she stepped into the cold air and entered the house, Du Jing was already sitting at the dining table with her daughter in her arms.
Zhang Haidong threw away his clothes and sat down at the dinner table.
"Wash your hands! You won't be allowed to eat without washing your hands!"
Du Jing pretended to be angry and tapped Zhang Haidong's hand with her chopsticks.
"Dad, the teacher said you should wash your hands before eating and after using the toilet. There are bacteria on your hands."
Qianqian also said obediently.
Zhang Haidong scratched his head and obediently went into the bathroom and washed his hands before coming out to eat.
Compared with chewing slowly before, he ate much faster today, and then took the initiative to take on the responsibility of washing dishes and tidying up the kitchen.
After washing up and getting into bed, Du Jing gave him a gentle kiss.
"Husband, why did you take the initiative to wash the dishes today?"