Grn (Shanghai) Company Retail Store Effect Promotion Strategy

Domestic sportswear brands in experienced rapid development since2000years of achievement, such as Lining, Anta,361, Xtep, Peak, Erke, GRN scale such as large scale, a good development trend of the brand, by the end of2010, Lining shop number about8000, about7500Anta,361and Peak have7000stores, Xtep also reached6500, the Erke and GRN remained at5000volumes.However, from the beginning of2011, the whole industry is facing the channel saturation, rental costs rise, product homogenization and excessive competition, domestic sports brand to enter the number of the scale to reduce channel inventory of great strength, degradation, while sales of scale, profit also begins to decline, in this case, Over the past decade "golden age" are already gone.Faced with fierce competition, so domestic sports brand how to survive in the cruel industry reshuffle, in the channel scale down, only from a single store efficiency to proceed with the upgrade, this is domestic sportswear brands are have a big change business ideas, that is, from extensive management to fine changes in the operation, through the single store operation ability promotion, so as to enhance the shopping effect.To promote the sales volume is to promote sales Ping effect, mainly by the guest unit price and customer single volume is composed of two parts, this article from the factors affecting these two section embarks, to GRN (Shanghai) Company as a case analysis, focuses on the analysis of channel optimization, image promotion, sales promotion, the adjustment data of marketing promotion strategy and through the organization structure, logistics efficiency, incentive system background support system optimization to indirectly promote the store performance improvement, in the hope to promote the enterprises to effectively improve the retail shop ping, profitability improvement to provide some help.