How To Deal With The Auction Of Store Lots

I am a Xinjiang agent of women's clothing brand, and the Spring Festival is approaching the golden season of sales in a year.

The store sees the situation and sells some of the promotion locations to the price.

As a result, the profit of the store has been maximized, but the price of the lot has been kept high.

I would like to ask the experts if they encounter such a situation. Is it necessary for us to participate in such auction? If we want to participate, how should we deal with it?

Expert weapon: common "auction" timing is on the occasion of holidays, some stores will adopt "auction" in special celebrations or thematic activities.

"Auction" content is mainly for product display, including main channel stacking, theme display, main shelf display and so on.

"Auction" is usually time period, and some stores will auction the whole year's display, but this will affect the normal pattern planning and display rules of stores.

The common form of "auction" is divided into one auction and several auction. One auction is a one-time bid based on the base price, who will bid high even if it wins the bid; the other is the competition of multiple placards, and who wins the bid in the end.

In fact, this kind of charging work can be solved through negotiation.

But negotiations are routine routines, and sometimes unconventional ways can achieve better results than negotiation.

With the advent of the holiday season, the "promotion position" has become scarce resources as the peak of purchase comes. How to compete with stores and other competitors reasonably needs to start with the psychology of auction.

Auction - the store has a lot of advantages. 1, create a tense atmosphere, and involve all the businesses and agents involved in the competition.

Peer is a friend. It is natural to have a tense atmosphere. Each has its own small calculations. In such an environment, psychological suggestion is a very important move, which is much more useful than single negotiation.

2, competition between manufacturers is a good way to raise the threshold.

The essence of auction is competition. Competition always has high, low, lose and win. In the process of competition, the cost is higher than usual, and the profit of stores is increased.

3, do not bother yourself and not offend the manufacturers and agents.

Auction is a challenge from businesses to businesses. The real beneficiaries are actually stores, but stores do not participate in the competition. Everything is business, and stores are fishermen. How can such a good thing happen?

4, the use of face thinking further exacerbate the challenges of the atmosphere.

In the process of auction, the factories that are quite powerful often hold their breath in a breath. They are not convinced by the price of the price, and face thinking makes many manufacturers rush out of a lot more than expected in the boiling blood. This is the most natural thing that stores want to see.

To cope with the problem, the agents can find ways to find out, although there are so many advantages to the stores, as long as we find a breakthrough in them, agents can protect their interests as well.

1, a rational assessment of one's strength and the most important business strategy at present is whether to break the market or to do the actual business. Is it worth the extra investment?

Determine your own situation and know your direction. Don't be fooled easily.

Be clear about your position and position. Don't be too hot headed to do something repent. Once the contract is formed, it is not easy to change it.

2, make your own budget and investment decisions and control your impulses.

When making the auction, you should calculate your output ratio, always remember that no matter how busy the scene is, the last business can not be done. Sometimes giving up is a smarter decision than choosing.

3, avoid the competition between prime time and gold position.

Usually the main object of auction is the best promotion time and promotion location. The price is also the most expensive. In fact, there is a good sales volume in a slightly bad place. There is no need to squeeze the "single log bridge". It may be calculated that the result is better than that when you compete for gold and gold.

4, form alliances, discuss strategies, control the initiative in your own hands, you decide the store, like a shopping mall in Hangzhou, the 07 year Spring Festival shampoo auction is a case that can be used for reference.

There is no permanent enemy in the business field, only permanent interests. Even if the enemy is at some point, the interests of alliance must be greater than the enemy's interests.

Yang Jing: editor in charge