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Wong is a regional market of building materials dealers, has been engaged in the sale of sanitary products, doing business locally is second to none, is the industry's one of the best characters. With the rapid development of industry, stainless steel sink, he also keen to see good prospects and lucrative industry, stainless steel sink, an agent last year, the top three industries in stainless steel sink brand A. A brand in the market for a few years, the operation bigw careers has not been very successful. In recent years, the store is said to be the market focus to build a breakthrough brand business staff to depict bigw careers the king boss tank stores bigw careers opened to let the bright future king boss ambitious, confident.
So in the factory bigw careers requirements, king boss in the city's building bigw careers materials market emerging - trendy home inside a rented venue, ready to build the city's most luxurious on the level of a single stainless steel sink products stores. The shop is located just southwest corner of the first floor of the home market trendy area of about more than 150 square feet. However, the main entrance from the trendy home - Eastgate is some distance and angle, the only advantage is that the rent is relatively cheap. Although the location is not very satisfactory, with himself in the building materials industry for so many years of hard experience, Wang boss willing to believe that the next point in the propaganda effort A multi-brand sinks and other products can be sure that he operated as to give him a big moneymaker .
On a good position after the king boss immediately and manufacturers advertising departments of communication, require manufacturers to design in accordance with the best standards. According to the business requirements of manufacturers, all high-end sink under the orders of all the other low-end goods Yigai not. Intense renovation carried out almost two months, and finally one day be considered the basic renovation of August 1 before the scheduled bigw careers opening bigw careers day, the sample is completed. Wong specially bigw careers recruited several relatives from his home when the store is responsible for sales, but also specifically sent back some of the purchase bigw careers balloons, bigw careers baskets and other decorations are arranged in the store, create an atmosphere to prepare for the opening day of use. Another 1,000 copies printed specially opened promotional leaflets ready to please bigw careers people in the street opening day release.
August this day, the city's most luxurious building materials market, most high-end A brand store grand opening of the sink. Consumers bigw careers get the message really is a lot of people came, but in addition to promotional lively opening scene a few days for a few days, selling products and special products produced from some sales. The next tank stores throughout most of the time the doors are always cold, Renqibuwang. Spend a lot of money back into the tank also sell very high-end limited. Wang boss because to do publicity costs are relatively large, there is not much volume manufacturers are no longer supported, so about six months after opening but also to the basic natural sales. Half down, stores did not achieve bigw careers the desired results.
First, select the store location to be very careful. Store's location is critical. We just walk to a large building materials market, as long as the local considerable size and maturity of the basic building materials market, always able to see, such as TOTO, Wrigley, bigw careers Faenza and other sanitary bigw careers ware brand its stores are generally much by location before, in high traffic areas. In the above case, the store's location, Wong made two mistakes: First, Wong chose a new building materials market, a building materials market can be recognized by local consumers need not only excellent hardware environment, but also rely on the accumulation of time and consumer word of mouth, coupled bigw careers with the market's own marketing campaign in order to gradually increase the popularity in the market Renqibuwang how they ensure there is enough traffic into the store to get it Wong sink enough? Second, although A brand sinks in the region have sold well for many years, but it has not caused too much influence in local consumption, while the king boss in the selected position in the market bigw careers and there is too much against the corner. Suppose there are ten consumers need to know to buy the sink to the front there are other brands or specialty stores sink area in the mouth of another brand promoters boom of words, under Ruanmoyingpao interception, eventually went into the king Sink store owners are spending the remaining few can do?
A stainless steel sink brand products, though there are many models, but after more single, and the entire amount from the tank, it's not like a big appliances and bathroom products. One can have several bathroom bigw careers toilet commode like to buy multiple products, but only a basic kitchen, only to buy a sink. So shop selling building scale and sink area is not too large, stainless steel sink only if the manufacturers of products, I think the 30-70M2 appropriate. Case, A brand products only sink and no other spin-off products, Wong chose a more than 150M2 store, so rent, utilities, management costs and labor wages will increase a lot. Single sink profits generated by sales of products throughout the store may not be able to support the costs. So now the industry has a stainless steel sink on the front of the store several manufacturers are invariably kitchen appliances, such as Olin, Kai Tak, Jiabao Road, Prussia, Franke sink and other well-known brands. To expand the brand and increase brand profit growth, while also sharing the cost of the store, bigw careers rich brand image, promote each other and each other off.
As a sink brand stores, on the whole sample as possible. If conditions permit, to the full range of all the samples. One can establish a professional brand image, bigw careers and secondly, to allow consumers into the store to have a larger choice and space. On display samples, take the main push products and image products, profitable products and promotional products, special products, such as conventional products and to distinguish display. Highlight the main product, and strengthen the image of the product, focusing on profitable products, "using the" promotions and special offers. Consumers are hierarchical, there is a consumer level and consumption capacity is different, so there will be a different consumer demand. King of the above cases, the boss, but only according to the manufacturer's requirements into the clerk's all high-end products, but he is no ordinary product bigw careers purchase. Of course, manufacturers of performance and business bigw careers people purchase amount is certainly increased, but the actual specific sales turnover rate is the inevitable reduced. Such restrictions and virtually has artificially reduced the target consumer group.
Store location, or hardware products, if required, then the store salesperson is software facilities. Excellent salesperson may just want to take a look at the originally contributed to the actual sales to consumers, not a good salesperson bigw careers will be able to purchase a prospective customer had let slip away. Now popular phrase is "winning end" in all sectors of marketing, and the key addition to the winning end of the position and image of the terminal hardware salesperson terminal is our guarantee winning the terminal. So each sink brand stores also trained salesperson down the foot work. In our case, the king boss to take care of their relatives, but from home-site sales staff recruited temporarily store sink. First, these people are basically Wong relatives or friends, education is uneven; Second, no prior appointment system includes stainless steel sink product knowledge, knowledge cabinets, consumer psychology, sales techniques, sales and other aspects of etiquette training. It is difficult to grasp the needs of customers bigw careers in sales, customer psychology to facilitate sales to grasp.
Sink location and number of stores, after all, is still restricted by the regional market of consumers can not be able to come to your store to make purchases. Especially in the larger cities, such as Beijing, Shanghai and so on. These market areas span is too large, the building materials market bigw careers also have distribution, East and West almost every large and small building materials market, bigw careers although you can build a store in the building bigw careers materials market, but consumers may not be able to know and find. When consumers buy products, and sometimes tend to adopt the principle of proximity. bigw careers So after opening the necessary publicity and promotional activities in support of the store is to ensure that the store can sink a lasting bigw careers guarantee. Wang boss case after opening the business did not expect to see so fire, while also spending a lot of publicity but still costs will no longer bigw careers be necessary publicity and promotion, bigw careers sales of its course, the consequences can be imagined. Of course, the store's advertising and promotion must also be long-term planning and short-term promotion that combines to achieve the desired effect.
In addition to the above points, marketing stores in the sink, good brand of service work is also very crucial. Famous renovated mall also belong to semi-finished stainless steel sink think after must be installed in order to work properly, especially faucet and the water system, bigw careers the installation bigw careers is not in place is prone to leaks here and there in the future, the rate of increase in product maintenance and easily lead to customer complaints. I did a simple statistical comparison installed directly by the manufacturers own sink and cabinets, or by other distributors have not been trained to install bigw careers the sink, its after-sales maintenance rates differ bigw careers by at least ten percent. As the famous Wuxi Prussia bigw careers Mall renovation sink brand stores, it is through the regular bigw careers factory bigw careers trained installers Wuxi free home installation, commissioning and maintenance. This will not only reduce Share:
The above statements represent their personal views do not represent the views or position of Sina.
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