The old customer was very satisfied and asked readily, "How much is this down jacket?"
"The one you're wearing is a long one, priced at two hundred and eight. We also have a short one in our store, priced at one hundred and sixty-eight." Xi Yan answered patiently.
"That's a decent price," the old customer nodded thoughtfully. It was a bit more expensive than her down jacket, but it was warmer and looked better.
Then I tried the short version, and the difference was apparent. My upper body was warm, but my legs always felt a little chilly. The long version was more suitable.
"Then give me two long ones, one white and one red, both long." Of course, she couldn't forget her mother after getting the good things.
Then she asked, "You still don't sell men's clothing?" She wanted to buy one for her dad too.
"A men's clothing store is under planning. We will inform you as soon as we have any news." Xi Yan was not surprised. Such questions have always occurred since the store opened.
There are now two branches in Beijing, and according to the store manager, preparations have already begun for men's and children's clothing.
It seems like he's planning to capture the whole family in one fell swoop.
After seeing off the old customer with a smile on her face, Xi Yan went on to receive the next customer. Two more such customers would have secured her daily turnover.
The following customers were not as enthusiastic as before. Several of them were attracted by the clothes after trying them, but after asking about the price, they could only take them off reluctantly.
It is really too expensive. They have to save for several months without eating or drinking. They really can't bear to use it to buy a piece of clothing.
Xi Yan didn't mind and was still very considerate. This was the norm, and it was impossible for every deal to be successful.
Basically everyone who came to the store wanted to try on the down jackets, but very few were sold. At the end of the day, only six pieces were sold at the main store, and that old customer in the morning accounted for one-third of them.
Not to mention the hot-selling wool sweaters, even other items have much better sales than this.
This was the first time that the store's new clothes had such dismal sales, and the new employees were a little discouraged when they saw it.
Xi Yan, who was counting the bills at the counter, smiled and said, "Why are you so discouraged? You only see the low sales volume, but the unit price is high. The sales of these down jackets alone are equivalent to nearly one-third of today's turnover."
"But we still have so much goods in the warehouse. How long will it take to sell them all?"
There are 100 pieces in total, and if I sell six a day, it will take more than ten days to sell. This is still an ideal situation, and sales may drop gradually. However, in another month, the temperature will gradually rise, and sales will be even worse.
"Silly!" Xi Yan tapped her forehead gently. "After all, whether a down jacket is comfortable or not, you have to wear it to know. For many people, this is just a novelty, so they naturally don't trust it that much. Plus, the price is high, so naturally, not many people bought it on the first day."
"After they've worn them for a few days, they'll realize the benefits. If they have something good, won't they spread the word? Since they can afford down jackets, they must be well-off, and the probability of their relatives and friends being willing to spend money on them will also increase significantly. This is much more efficient than casting a wide net like we do now."
At this point, Xi Yan chuckled and raised her eyebrows, "Just wait, sales will definitely increase in a few days." Anyway, after she bought a down jacket, she couldn't bear to take it off.
Looking at her determined eyes, others couldn't help but feel convinced.
"What are you talking about?" Jian Shu walked in from outside the store. "How are the down jackets selling today?"
Some newcomers were hesitant to speak up, fearing she would be dissatisfied. Xi Yan didn't have such concerns and told the truth, "I sold six pieces in total, five long ones and one short one."
"Not bad." Jian Shu nodded. It was within her expectations.
Sure enough, although the long version is more expensive, it also sells better. Also, if you can afford 168, you naturally don't mind adding a few dozen dollars to buy a warmer one.
Compared to the short version, the long version does look more slimming.
Over the next two days, the sales of down jackets remained relatively unchanged. Several new salespeople were worried, wondering if they really couldn't sell any.
However, starting from the fourth day, the sales of down jackets began to soar.
Facts proved that Xi Yan's speculation was completely correct.
On the fourth day, ten down jackets were sold.
On the fifth day, twelve pieces were sold.
Day six, twenty pieces.
On the seventh day, they were all sold out.
All 100 down jackets were sold out in just one week.
After they were sold out, many people still came to ask about it, and Xi Yan could only tell them regretfully that they were sold out.
"Manager, aren't we really going to take this opportunity to sell another batch?" Xi Yan was a little confused.
The sales volume of down jackets has increased. Logically, shouldn’t we press on and sell more?
Why did the store manager ask her to tell customers that they would no longer sell down jackets?
Jianshu smiled and said, "Two hundred pieces are enough for now." She didn't say anything more.
It’s quite simple, just hunger marketing.
What you can't get is the best.
Those who didn't buy it, who originally thought it was dispensable, are now eager to buy it. When down jackets come back on the market in the second half of the year, won't they be waving their money and rushing to buy them?
Those who bought it are no different from those who own limited edition bags in later generations. The sense of satisfaction comes immediately.
Seeing that Xi Yan still couldn't figure it out, Jian Shu gave her some pointers. "If there's a restaurant you really want to eat at, but you go there and find it's closed, will you keep thinking about it? And when it reopens a few months later, will you go there immediately?"
Xi Yan suddenly realized, "So that's how it is. The store manager is better at understanding the customers' minds." She gave a thumbs up.
Jian Shu chuckled, "Okay, don't worry, I'll be yours in the store. I have something else to do, so I'll leave first."
"You have something to do first."
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