Study On The Sales Effectiveness Of LILY Women Brand In Different Retail Formats

With the changes in the macroeconomic environment and the emergence of new technologies,the consumers,shopping and lifestyle have been changing.Shopping online or mobile or other channels began to squeeze the market,making the clothing brands be challenged.So the"inventory","close shop" and other words appear frequently,which make many apparel brands have to put the transition on the agenda.In this context,if the traditional retail order to have a good position in the offline market,it must be more efficient than ever before,so that input and output configurations have to be more reasonable to increase the conversion rate of profits.The paper select the LILY Women brand for the study to find the difference in efficiency from different retail formats,leads to in-depth study on the efficiency of sales of the brand,including the following sections:(1)Defining the relevant concepts.Through literature research and interviews with experts and other business managers,so that the sales efficiency methods were initially classified.Some work on the research methods of efficiency,sales productivity,retail formats and some other related implications have been done,such as the specific efficiency calculation,frequency analysis,factor analysis,DEA efficiency models and so on.The overall efficiency was calculated by two basic models of DEA in this paper.(2)Analyzed the efficiency of the three single-input to single-output indicators of the LILY stores in Shanghai from the historical data starting from 2010 to 2013,including the efficiency of per store,Per people and per square.The comprehensive efficiency about multi-input to multi-output efficiency were analyzed by the analysis model of DEA.There are some differences of the there types stores were found when combined single-input to single-output and multi-input to multi-output efficiency.(3)Established hypothetical factors those affecting sales efficiency and corrected the factors indicators through brainstorming,expert interviews and so on.Completed a survey on internal staff and external consumer so that it can dig out the main factors affecting the terminal operation through factor analysis,and then figured out the order of importance of these factors,which could provide a reference on targeted adjustment for those stores.(4)Analyzed the aspects of the larger difference by comparing the evaluation intensity of internal and external,then found out the aspects which made the internal do not match the external through combining the two populations’ differences in behavior.These aspects of the terminal may enhance the efficiency.(5)Based on the above analysis of the various parts,including the current store efficiency,efficiency of per people,per square,and the DEA model processing results of each shops’improvement,as well as the first-hand information based on the results of field research,put forward relevant suggestions of improvement for LILY’s terminal in Shanghai.This provide a reference for the terminal efficiency.In summary,the studies of this paper has practical significance for enterprise.To get the overall efficiency of the stores’ situation can provide a reference for future business in the choice of scale and efficiency.Based on the terminal operating efficiency factor and sorting,as well as the aspects of internal and external behavior can be improved the current situation.