Japanese Experience: Salesmen Are The Driving Force For The Development Of Garment Enterprises.

Since March 2008, Onward Kashiyama has launched a "national sales commendation system" aimed at commending excellent salesmen.

Previously, the commendation of salesmen was carried out in 8 districts. Mizuno Kentaro, general manager, held that holding a nationwide commendation activity is conducive to improving the enthusiasm of salesmen, and is expected to form a radiation effect, so as to enhance the sales ability of clothing enterprises in an all-round way.

The first event was held in Yokohama.

In mid July, the first recognition ceremony since the launch of the system was held at the Onward Comprehensive Research Institute of Yokohama. In March this year, outstanding collectives and individuals with outstanding achievements in ~6 were rewarded.

So far, he explained the motivation of holding a nationwide recognition campaign: "salesmen are the driving force behind the development of clothing enterprises, and excellent salesmen are also important assets.

Holding national commendation activities is conducive to further mobilizing their enthusiasm. "

In order to expand the impact of commendation activities, the commendation ceremony was held during the training period of 400 managers or above.

Shui ye said that the arrangement of recognition activities was carefully considered, and the contents of the commendation activities in the management training activities were beneficial to convey to the manager the message that the salesperson is the driving force for the development of the clothing enterprises, and spread the brand genetic DNA (Onward) that the company pays attention to.

According to the introduction, the sales commendation activities in various regions will continue in the future, and the nationwide recognition activities will be gradually extended to all branches of the group and even overseas sales teams.

The recognition system focuses on incentives.

As one of the largest clothing enterprises in Japan, the characteristic of Onward Kashiyama is to build a marketing network based on the 8 regions.

Each is an independent accounting company, and its sales scale is close to or even larger than that of medium-sized garment enterprises. The recruitment, training and treatment of salesmen are carried out in different districts in principle.

Shui Ye served as the regional manager of Osaka and Tokyo before assuming office as general manager. He knew enough about the marketing ability of the company. He believed that "the large area system is the main source of the company's competitive advantage, and the salesman is the driving force for the development of the garment enterprises".

However, there are some drawbacks in the recognition system of salesmen in large areas, for example, it is not conducive to the coordination between the sales department and the planning and production departments, thus affecting the promotion of brand value.

Therefore, Shui Ye assumed the post of general manager and decided to launch a nationwide sales commendation system.

The national sales commendation is held two times a year. The participating standard is to exceed the quarterly sales target and sales volume is higher than the same period. The group has selected 10 outstanding awards and 10 dash awards from 3630 sales teams in Japan.

The "dare to win" award is in recognition of those who have made outstanding contributions to the promotion of brand value despite the fact that sales have not been among the best in the country.

The 23 district and the suite won a great victory.

23 District Mei Tian shop: service experience sharing to form team advantage

From the results, this year, the famous actress Sugano Miho began to get a bumper harvest for the brand "23 zone" for the image spokesperson and the large-scale promotional activities. The brand store occupied 6 excellent prizes and 4 dash awards.

The appeal of the celebrity spokesperson can not be ignored, but the achievement is much more demanding for the salesmen.

The 23 regional brand stores located in Matian general store, Sakhon department store, won the first prize in the first recognition ceremony, and the sales price increased by 11% over the same period last year.

Nishiyama Kimieko, manager of meita store, believes that the successful experience of the store is the mechanism of sharing service experience among salesmen, forming a team advantage.

In addition to the store manager, there are 9 salesmen.

At present, a consensus has been formed among salesmen: "never let sales go down". The store keeper pays great attention to communicating with salesmen in daily work and thoroughly implements the idea of "sales first".

One of the specific measures is that the salesperson has to complete notes every day, including daily events, conversations between salesmen and so on.

It is worth mentioning that every salesperson's notes are open and can be viewed with each other. In the words of shopkeeper Xishan, "even if the shop keeper is away from the scene, it will not affect communication", because "the methods and precedents for dealing with problems in various situations are recorded in detail".

Sales clerks' notes have also become important customer information resources stores.

The contents of the salesperson's notes include the number of customers to come to the store, the proportion of packages purchased, the average customer's consumption and so on.

According to these data, the shop manager has targeted training for salesmen. Please show the work experience of salesmen who are outstanding on weekdays or weekends and help poor salesmen to analyze the reasons.

Through these efforts, the 23 District Matian general store effectively reduced the gap between work day and weekend sales.

Xishan said that the salesmen were encouraged by the news of the award.

She believes that sales work is not particularly profound secret, the key is customer impression of salesmen, and the shop has been emphasizing is to maximize customer satisfaction, so that every customer can feel the quality of service.

Suite High Island house Yokohama shop: strengthening matching sales to achieve fruitful results

The suite is another important brand of Onward Kashiyama, which is located in the shop of Yokohama store of High Island house and has won the award of excellence because of its outstanding performance.

In March this year, the sales volume of spring brand sales of the suite brand increased by 12% over the same period last year. The total sales volume as of June also increased considerably compared with the same period last year.

The key to the success of the store is "attaching importance to the communication between the salesmen". The shop store asks every salesperson to have the obligation to introduce the customer to other salesmen.

In this way, when a shop is busy, there are always salesmen coming out to receive customers.

While paying attention to the communication between salesmen, the company has effectively improved the proportion of customers' purchases through strengthening sales and matching, which has become one of the main reasons for the growth of spring sales.

Because most of the products of the suite brand are single items, how to help customers to match them is the key to increase sales volume.

Therefore, the Yokohama store of Gao Dao house decides the display window every day according to the information provided by the headquarters.