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Every day in the process of operation and management of the clothing store, there will be a large amount of data related to the clothing marketing. These data information are the basic basis for the clothing store to study the marketing rules of the clothing market, formulate orders, replenishment, promotion plans and adjust the management measures. So in the end how to successfully manage the clothing store it? This EMINU "according to Mino" Planning Department Shangguan Bi Wen said that with the development of information technology, apparel companies on the marketing data collection, sorting, analysis capabilities will continue to grow. The EMINU "according to Mimu" has been installed on all terminal stores professional clothing sales software and networking, the company marketing center is also equipped with a professional data analyst for timely data points Excel software also has a strong data analysis and do Countermeasures. Shop management talk about the shop management of the five key points Nowadays many brand companies and franchisees even the most basic sales data (such as daily reports, monthly reports, etc.) are not, and even the number of sales last month do not know, and some are data Just as a display, did not go for analysis and application. EMINU "according to Mino" Planning Department Shangguan Bi Wen pointed out that the management of clothing stores should strengthen the collection and management of marketing data, and a reasonable, correct and effective real-time analysis will help clothing brands and shops gradually overcome the experience of marketing Leading to limitations or over-reliance on experienced marketers, forming a new concept of scientific marketing, enhancing market awareness, market management and market adaptability of brands and stores. First, the role of store sales data analysis 1, to help correct and fast make market decisions Clothing business has a fast-changing trend, the sales period is relatively short characteristics. In the process of apparel marketing, only by timely grasp of the situation of customer demand for apparel sales and marketing and its variation, can the rapid adjustment of product mix and inventory ability according to the response of consumers to the marketing plan, the adjustment of product price can change the promotion strategy, grasp Live business opportunities, improve product turnover, speed, reduce the backlog of goods. 2, to help keep abreast of the implementation of the marketing plan Shang Guanbian believes that a comprehensive and comprehensive sales plan is a guarantee for the success of clothing business, and the analysis of the implementation of the sales plan is to adjust the sales plan to ensure the smooth implementation of the sales plan is important Measures. Through the analysis of clothing sales data, the sales plan can be completed in time to reflect the situation, help sales staff to analyze the existing problems in the sales process, in order to improve sales performance and service levels to provide the basis and countermeasures. 3, to help improve the efficiency of garment marketing system operation Data management and communication is the symbol of the normal operation of the garment enterprise system. Each step in the marketing process of apparel is integrated through the management and exchange of data. Without data management and communication, the operation is often out of control, such as loss of goods. The lack of data exchange between shops and shops can even lead to inaccuracies in exchange of information and mutual goods information, blockage of management information and stagnation in the deployment of goods. Brand clothing chain manager in the shop management in the four focus Second, the single-store sales data analysis 1, slow sales analysis Smooth sales analysis is the single-store sales data analysis of the simplest, most intuitive and also the most important data One of the factors. Sales that is a large amount of sales in a certain period of style, while the slow-moving money on the contrary, refers to the sales in a certain period of time smaller models. Mode of sluggish sales mainly with the various models of disposable inventory (that is, the original purchase plus the number of products that can be added to the sum), such as a sale is very good, but the original order is very small, it can not make up the arrival , So in a very short period of time to sell out, the total number of sales is not large, then it can not be considered as best-selling models, because the section of the profit contribution to the store. In the analysis of the slow sales, generally according to the time from quarter to quarter; generally from the style and the overall style of the month, week, category styles to points. The analysis of the style of sluggish sales first can improve the "order aesthetics" and the operation of the "brand style positioning" more accurate grasp of many of the sluggish sales analysis of the order of the aesthetic judgment of each style will be helpful; Chang Unsalable analysis of the various models of replenishment will be more helpful in the same category of sales after the comparison, combined with inventory, you can determine the amount of replenishment needed to replenish quickly, you can reduce the number of Out of stock and bring the loss, and can improve the profit contribution rate of a single paragraph; smooth sales analysis can also check the display, degree, such as a large number of orders, sales are less cases, you should first check the Section of the display is in a key position, shopping guide whether to focus on promoting the paragraph; sluggish sales analysis can be timely and accurate promotion of unsalable sales to speed up the return of funds to reduce inventory losses. 2, a single sales life cycle analysis Single sales life cycle refers to the total time span of single sales and the sales of the time period (usually refers to the regular sales period). Single sales cycle analysis is generally take some of the key style (order quantity and inventory of more models) to do the analysis to determine whether out of stock or inventory pressure, so as to make timely measures. The sales cycle of a single paragraph is mainly affected by the three factors of season and climate, the style of its own sales characteristics, the competition between similar products in the store. Single sales cycle in addition to professional sales software, but also through the Excel software, first select the paragraph sales cycle daily sales of pieces, and then through the "insert" - "chart" function, through the histogram or line chart See its sales trends, to determine its sales life cycle. If you judge according to the sales trend there is a certain sales potential, you can completely analyze the section can also sell how many pieces, so combined with their own inventory, the amount of rapid replenishment of the appropriate number to reduce the shortage loss. 3, business hours analysis In a general area of ​​the shop opening and closing time are similar, but the middle of the shift arrangements may be different. This requires that we analyze the number of people into the store, try on the number of people, the number of transactions and the amount of analysis of each time period, which entered the period into the store rate, into the store try rate and try on turnover rate is higher, According to the results of staff shifts to adjust. For example, the morning of these factors is low and one hour before leaving get off work these factors higher data, you can consider changing the business hours throughout the day; such as a period of time these factors are very concentrated data, you can consider the maximum number of employees, energy, promotions, etc. Focus on this time period ... Through accurate data analysis to reasonably adjust the working hours and work arrangements, can effectively promote staff passion and sales growth. Third, the multi-store sales of goods between the data analysis - Comparison of sales / inventory For brand companies, provincial agencies or billing a number of stores more franchisees, sales comparison between stores and goods can be deployed effectively Enhance the overall logistics management capabilities and store sales levels and inventory capabilities. We can through a period of time between the selected store sales / inventory comparison analysis table to do more sales between the shop sales data analysis and management. For sales / inventory comparison table, the choice of the general store is in the same area; style selection is generally similar to the loading time. For example, the style X has three important issues, the first is that all the shop sales are good, why A shop sales is not good? Is because A shop does not like the local style, or the display of the problem, or shopping guide There is a problem in the promotion of that paragraph ... Is it necessary to transfer the stock of the store to another store for redemption? The second problem is that the overall sales of the paragraph are good, and whether the headquarters need to continue placing an order with the sales life cycle of the paragraph Production, how much you need. The third question is, how should we allocate B store and C store to the current headquarters inventory? Is it equally distributed or is it satisfied with a certain store? Style Y has two problems. The first is the store A and B shop sales inventory in greater contrast, should consider the two stores of the goods to be deployed, so that it can not only increase sales in the A store, and can effectively save the low B paragraph Of the inventory; the second is the C store sales in general, but the inventory is also less, its sales are due to their lack of orders or sales potential due to its own, should consider the total warehouse inventory to give C store of course, in the actual Between shops sales / inventory on the goods. More than the analysis of work, there will be more phenomena, as long as the different phenomena for analysis and make the appropriate countermeasures, the sales between stores will be more help. Fourth, the old customer contribution rate analysis Marketing A famous law called the 20/80 law, in the theory of customer management refers to 20% of customers to complete 80% of sales, of which 20% of the customers that our customers , In particular, holding our brand VIP card customers. Therefore, the management of the old customers is one of the most important projects in store management. In certain brands and shops, the processing conditions of the VIP cards are unreasonable or some of the VIP cards issued by the customers are often invalid due to other special reasons (such as gift shopping, travel shopping by others). On the contrary, although some customers often patronize, but for some reason has been unable to achieve VIP card conditions, which have brought some of the VIP card customer management shop, so the old customer contribution rate analysis is particularly important. We need to make regular registrations and statistics on old customers (especially those with VIP cards), and analyze the characteristics of consumption, consumption frequency and consumption amount of specially focused old customers. So first of all we can formulate a more reasonable VIP card handling conditions, followed by the management of the old customer is more accurate, such as targeted to the old customers SMS blessing. New Arrivals & Promotions, VIP Exclusive Privileges, Birthday & Holiday Gifts etc. will greatly enhance the brand loyalty of old customers, the introduction of friends, the frequency of return and the desire to buy again. V. Analysis of Individual Sales Capabilities of EMINU According to Shangguan Biwen, director of planning department of EMINU, according to the analysis of personal sales ability of employees, the ability and working attitude of each employee can be timely learned and mastered in order to prescribe the right remedy and improve personal sales performance .