Analysis: Wangfujing Department Store Flagship Store Sales In The First Half Year

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Wangfujing has been prepared.

The official flagship store data of Juhuasuan sales in the first half of 16 years, let's take a look at the official flagship store of Wangfujing department store.

The sales situation.

Wangfujing department store Xiaobian not much to introduce, I believe you all know, and often stroll around, so in terms of products, you can rest assured.

KPI

Wangfujing in the first half of, the total sales of 4 million 480 thousand, the average selling price is only 1642 yuan, this price is very low for luxury goods, it is very suitable for Tmall's shopping group. If you want to do a good shop, you need to develop the habit of meeting the current consumer, I believe this is very simple for Wangfujing.

Xiaobian read through several shops and found that it was common.

Clothing, or luxury goods, basically Juhuasuan will account for about 40% of the whole store.

And this channel is also believed to be the competitiveness of the business. In the small and medium sized luxury goods companies, most people find it difficult to do business. The main reason is that SPU is not enough and the brand is relatively small. This is also the reason why luxury goods are harder to do.

But if Wangfujing or Yintai's word-of-mouth merchants, if they dare to invest heavily, I believe that in the market will be able to make waves.

Brand sales

There are only 8 brands sold by Juhuasuan department store flagship store on Juhuasuan. Xiaobian thinks this quantity is more appropriate. For luxury goods, too many brands will increase, the more the cost will increase.

Secondly, the actual sales, no matter what the main brand of shops will only be fixed on several top, if the actual sales of these brands have not reached the bottleneck, then the increase of other brands will produce sales, but the cost and management pressure will probably not be lost.

Therefore, when adding new categories and new brands, the stores may have a look at the market share of their brands and see if they are really good at these brands, and whether they have been recognized by consumers.

The same is true of Wangfujing, which sells 3 of the top 80% brands, namely, MontBlanc, Ferragamo.

After market analysis, we found that the biggest competitor of Tmall's sales on Tmall must be guests. The sales of the company in the first half of the year were about 5 times that of the Wangfujing, while Ferragamo's rival was Yintai.

Of course, it's not hard to catch up with them with such a large volume of Wangfujing merchants, so long as they put enough energy on the main brands.

In contrast to the neighborhood, Wangfujing has a strong customer base, and there are no offline channels for its customers.

Secondly, the advantage of BOSS in Wangfujing is also very obvious. Sometimes we look at the whole KPI from a sales point of view. It ignores the brand with low unit price, but it can take a long time. BOSS is a very good choice for Wangfujing. BOSS can play a leading role in the drainage market.

Brand stock

On the overall stock, Xiaobian found serious deviations.

From the point of view of flow, most of the consumers are fidelity to fidelity, which has led to the fact that the company has become a military competitor in the luxury market. Wangfujing's excessive stock on GUCCI this time has led to other brands' deviations, which has also led to the failure of sales to achieve the most significant results.

Continue to return to coco Chi, the Wangfujing only 23% of the stock, and sales reached 38%, the number of people wanting to buy is 66%, this result shows that if Wangfujing is more attentively in Cox Chi, or the potential of the company is very large, as long as careful analysis, sales can at least double.

The above X axis is the inventory ratio, and the Y axis is the sales ratio. From the weekly line, we can see that the main brand of Wangfujing is Cox, BOSS, MontBlanc.

Price system

In terms of average selling price, Yintai maintained a relatively low price, and the price of luxury is relatively low, which is mainly for meeting the needs of consumers.

Xiaobian has always believed that the premise of customers buying high priced single products is the satisfaction of shopping experience and the trust of merchants. While the lower price set on Juhuasuan is first aimed at making customers sell the first order, and then through the good after-sale service, it can train customers to buy again.

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Category situation

Half of the sales from the category are created by bags. From the above brand to the present category, we can easily find that the whole market of luxury goods should be the brand of the brand, category bags. If the two are caught, then the whole market will be able to seize more than half of it.

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