Wu Xiaoxin: Top grade Discount fine operation

In Beijing, many consumers like to go to a chain of top grade discount, where the store looks always a bit messy, and appears crowded, but in the domestic apparel brand. Compared with other http://www.aliyun.com/zixun/aggregation/39146.html "> department stores, the price of top grade discounts is exciting – those that have not been in season are hanging out at top grade discounts and the price is 30 percent-40 percent of the market."

In Beijing's department stores, the top grade discount growth is very rapid, 2009 breakthrough 1.1 billion yuan sales, and in 2008 is 800 million yuan. 2007 is 620 million yuan. Performance per square meter is also ranked in the forefront of the industry. As a support for the rapid growth of enterprises, it helps Beijing top grade discount Business Development Co., Ltd. realized the original refinement management.

Compared with other department stores, ladies House, Gloria and other brands to enter the top grade discount, feel very different. Every day, they can through the remote query system, real-time inquiries to all goods in the top grade discount 7 stores sales, including all the product models, colors, specifications, so as to achieve accurate automatic replenishment, transfer goods, and to achieve consumer demand tracking. Because this service enables the brand to realize the quick replenishment, the ladies ' house is willing to pay for this service every month.

At the same time, almost every week, they will also contact the top grade Discount commodity Department, adjust the display of goods. Sometimes, the top grade discount will be very insistent, because they can show the sales of all goods, give very convincing data, ladies House is willing to make adjustments. These practices are completely different from other department stores, where, according to General management, the ladies ' room only needs to return to the department store every month based on sales, and the other sales strategies are completely adjusted by themselves.

For the top grade discount this private enterprise, fine management is actually forced out. and large department stores tens of thousands of square meters of stores, the top grade discount each store only 5000 square meters, walk is a chain, discount department store development path. 2008, the founder of the top grade discount Eon has been deeply linked to the difficulty of expansion, control is not easy. Originally adopted low-cost into the shop, simple decoration and other ways to reduce costs can not solve the plight of the subsequent weakness.

Top grade Discount CIO Wu Xiaoxin, through it for the enterprise to open up another development path.

Break the general merchandise industry

Generally speaking, the domestic department stores in the operation of the joint venture system, that is, please come to the brand, such as Li Ning to open the shop, and finally according to the brand sales of the implementation of water inverted. It also depends on the department store does not care whether the brand is selling trousers or tops today, only cares about how much it sells. So the General department store to implement a unified cashier's way, as long as the control of the brand trader's cash flow can be.

Later, some department stores gradually found that, because they do not know whether the trousers sell well or the coat sold well, can not deploy the brand, department store profits can not be grasped. So the department stores are starting to talk a lot about the issue of single product management.

But it's not easy to do a single product management. A single department store in Beijing once pushed the management of individual goods, the requirements of brand merchandise into the store before, must first to the Purchase department registration code, but so, the cost is very high. department stores mainly sell clothing and other seasonal goods, but each time the registration is too long, inefficient operation, inviting the brand to cooperate. Another department store that takes similar practice has to give up the single product management, because the department store does not have warehouses, there is no merchandise warehousing this link, the brand of goods came, first hanging on the shelves, customers want to buy, but no code, attracted customers dissatisfaction, and finally had to let go. And some department stores take a compromise, that is, to achieve small-class management, such as the clothing level of jackets.

2008 Wu Xiaoxin to the top grade discount, the situation here is not good, the individual shop independent, relying solely on a set of independent data systems, to achieve the operation of the joint venture flow inverted mode. In the future, the top grade discount to be large plate, must be disconnected chain, on the one hand to seek large-scale effect, while also pursuing the benefits of a single shop. All these requirements must be refined management, the single product management is the basis. Single product management has many levels, Wu Xiaoxin hope that the single product management to the bottom of the management, so that all the goods, color, regulation of the management, this is also the real department store management of single goods, in the department store is very rare.

Compared with General department stores, top-grade discount brands are quicker to move in and out, and the problem is more difficult to operate. Wu Xiaoxin through repeated analysis found that in the department store, the shopping guide's human resources is very abundant, top grade discount has 3,000 shopping guide, each brand has at least two shopping guide, no customers, shopping guide is idle state. So, he came up with a guide to use PDA way to achieve a single product management.

Through the PDA, shopping guide to enter the top grade discount of the goods concentrated input, top grade discount to achieve a single product management, building a unified database based on all stores; and the shopping guide must be invoiced through the PDA, which means that every item sold, the supplier can pass the "Remote Inquiry system" of top grade Discount Real-time inquiries to the top grade discount on all stores of goods dynamic, so real-time control and deployment of goods.

The top grade discount also takes this to promote internal management. Top grade discount skillfully embed some functions into the PDA, through the PDA, shopping Guide can provide customers with cross-shop inquiry services, tell customers this item in the top grade discount which store also have; by clicking on the PDA on the customer complaints, shopping guide can call the top grade discount related executives.

Top grade discount price investigators to other department stores sampling prices, can also be through the PDA, the price of direct comparison, so as to ensure that the top grade discount publicity "The lowest price in Beijing." Top-grade discounts for the full range of promotional activities, the real control of the entire price, which is a lot of department stores do not have the problem.

According to Wu Xiaoxin strategy, it is the first step to achieve single product management, and the second step is to promote e-commerce through the realization of single product management. May 2009, the top grade discount opened the E-commerce site-top grade discount network, the site is seen as a top grade discount entity shop parallel to the operation of another channel, and Wu Xiaoxin through the unified background data to do this. In operation, his design is, as long as consumers in the online orders, the system will automatically lock, shopping guide will not be able to sell this item, and shopping shoppers sold goods, through the PDA can also be reflected in the current inventory to the Internet. In order to realize the line offline channel interaction and unification.

At present, the effect of this channel from the network has been initially presented: Web site daily traffic breakthrough 500,000, one months to repeat the volume of the breakthrough 25% accounted for, one months to repeat the purchase of 1 to 10 members accounted for the breakthrough 20%. Compared to the cost of investment, the cost of top grade discount net at about 1:20, top grade discount of the business advantage will be fully reflected on the network.

Based on the implementation of a single product management, the future top grade discount will also open up, including mobile phone platform, such as more channels, so far, top grade discount future development to untie the tie, further improve the pace of development.

Based on data innovation management

When realizing the data unification under line, Wu Xiaoxin began to seek the third step's fine management for the top grade discount, that is, through the backstage database has reached certain data precipitation, carries on a series of management innovation.

According to Wu Xiaoxin's introduction, the top grade discount can only be done on the store in the brand sales rankings, now you can learn all the store's product style rankings. To this end, the commodity department can communicate with the brand to facilitate its adjustment, thereby improving the efficiency of each store.

Lower-cost stores based on top-grade discounts, and all suppliers ' contracts do not tell the location of the store to die. To this end, when some suppliers are found to be unsalable, the top grade discount will take the following measures: the proposed price reduction, or adjust it to a few points. For those brands that sell well, it is guaranteed to provide the best possible location. Most of the suggestions for top grade discounts are acceptable to suppliers because they can produce comprehensive sales figures.

At the same time, top grade discounts can also find out which products sell well, thereby boosting suppliers ' sales. Last year, a top grade discount found that a certain brand of shoes sales continued to lead, and then suggested that the brand more into this shoe.

Through long-term accumulation, the top grade discount can also know the supplier's historical sales data, thus in the supplier's cooperation, category and other options to develop a more scientific strategy. For different suppliers, top grade discounts can also be implemented in different strategies, giving advance payment or more favorable policies.

Based on the best-selling goods data mining, this year "51" after the top grade discount again innovation, the introduction of customized goods. Through data analysis, the first batch of customized products locked patty, Camanni and other well-known popular brands. In the customization, the top grade discount is still taking a low-cost strategy, for a best-selling and in other department stores also sell goods, top grade discount by simplifying the design, reduce manufacturing costs, on the one hand does not impact the brand merchandise, on the other hand also meet the top grade discount customer demand.

According to the top grade Discount General Manager Assistant Liu revealed, after the first customization, the top grade discount will also be planned to introduce a number of highly standardized men's shirts, cashmere products, taking into account a large number of non-standard body type, but also customized a number of unique products to get rid of people in the minds of "discount shop = over season shop" concept.

This year is a top grade discount open the 10th year, for the top grade discount such a private enterprise, the present is a starting point from the stage of steady development. Wu Xiaoxin that through it, top grade discounts will go more smoothly in the future.