东区16Q1阿迪达斯零售培训季度报告及OC部分课件

1、adidas retail training2016 1st quarter report（East Region）1、第一季度零售培训工作总结(P3-P7) Summary of 1th Quarter Retail Training2、第一季度重点培训项目总结(P8-P16) Highlights of 4th Quarter Training Project (a)从零开始做培训 New trainer orientation (b)东区培训员KPI项目 Eastern Trainer working assessment (d)E-Learning系统推广 E-learning rol

2、l out (f) BLR培训体系建立 3、第二季度培训工作重点(P17) Plan of 2nd Quarter In 2016 Retail Training培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list培训概述：本季度公开课在青岛举办，与以往最大不同是由东区与北区联合举办。通过这一措施，旨在为客户培训员提供一个更为宽广的交流平台，便于两区培训员的相互交流与学习。本次公开课中，新增加了SP产品体验运动会的环节，希望借此来让客户培训员们将产品与运动需求有更为直观的体会与了解

3、，并在转训过程中，能够从消费者的角度出发，以提升产品培训的适用性。而在NEO与Originals的培训环节，也增加了消费者调研环节，从消费者口中了解第一手信息，对产品卖点以及挑战点做事先的应对。此外，在课堂培训环节，也根据客户培训员的不同需求，采用阶梯式的授课模式。The open course of this season was held in Qingdao. The most different was its joint OC by East and North region. The purpose for the change is to provide a wider plat

4、form for customer trainer to communicate and learn from each other. In the OC, there was a product experience and sports session, which aimed to know the needs from sports deeply. So that customer trainers and deliver the product training f rom consumer point of view, which can improve the feasibili

5、ty of the product training. In NEO and Originals training, we added consumer research session, so that we can get first hand information from consumer and prepare unique selling point and solution of challenge in advance. Moreover, we also provided different training course for different level train

6、ers during the classroom training.出勤率：98%平均分：77出勤率：100%平均分：81出勤率：98%平均分：78出勤率：98%平均分：77培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report listDAY1-SP运动体验会SP Product experiencetrainingtennis

7、runningRunstar分享会 basketball football体验目标体验项目的设计结合了每个系列的运动特点,同时各环节都安排了对应的运动知识问答,帮助培训员更好的掌握运动特点及对产品的需求。The experience session included all product categories. Besides sports and product experience, each session had product knowledge competition. By this way, it can help customer trainers to know both

8、 sports needs and product knowledge.培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report listDAY2-SP课堂授课SP OC重点产品梳理Reason to sell一年级Grade1知识竞赛 knowledge contest二年级Grade2培训技巧 training skill三年级Grade3店铺带教 store coaching事先了解培训员需求，将培训员分为三个年级,分别设计产品、转训、带教环节。Collect customer train

9、ers requirement in advance and divided into 3 groups, and designed product knowledge, training skill and store coaching session separately.培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report listDAY3&4-SS组织重点产品市场调研，了解顾客需求，找出卖点与难点，做事先应对。产品讲解结合搭配竞赛，帮助提升成交与客单量。Organized key p

10、roduct consumer research in order to know consumer requirement and find out unique selling point and challenge, and make action plan in advance. Product knowledge plus styling competition in the classroom training, which aimed to improve CR and UPT.培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项

11、目Training Project报告目录Report listSP&SS成绩SP&SS score经过线下课程的学习与交流,学员的最终考试成绩,相比自测情况皆有较大的提升The test result after the OC is much higher than self-study.培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list容易出错的题目类型：1.应用类型题目的错误率最高，完成此类题目不仅需要全面的产品知识，还需要充分理解重点产品卖点以及可满足的消费者需求；2.由

12、于课件设置无法灵活回看查阅，导致一些简单的记忆类的题目出错。容易出错的产品品类：户外产品错误率较高，与分类概念调整，产品外观和科技运用近似度高有关，请在实际销售中进一步熟悉产品知识。培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list课程结构清晰The course structure of the OC is very clearSP OC Evaluation东/北区 East&North全国 National客户反馈Voice of Customer上课的形式给我们很多的灵感

13、Got a lot of inspiration通过运动体验，能够更好的感受了产品的带来的运动好处Knew the benefits of the products for sports by experience 加强重点产品讲解Need more focus on key product对策：下期将重点突出品牌驱动与数量驱动产品Action plan: focus on brand and volume drive products in next season培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Proj

14、ect报告目录Report list客户反馈Voice of Customer实地采访，了解顾客需求Consumer research helps me to know the real needs我们也会看到其他培训员的一些培训方式及技巧，有了大家互相之间的摩擦才能激发出完美的火花We got a lot of inspiration from each other分组讲解后建议将本季重点总结强调并回顾，这样印象深刻且结构清晰Need summary key point of the product对策：下期将在培训最后，增加回顾环节Action plan: will add summary

15、 section after the training课程结构清晰The course授课方式易理解The training课堂节奏合理The rhythm of对本次产品理解I can讲师非常专业Trainer is乐于推荐此课程I will introduceNEO/Originals Evaluation东/北区 East&North全国 NationalSUMMARY-KIDS KIDS课程在自学基础上的测试正确率73%，而经过线下讨论与学习，大家的理解度达到了77% The test result after self study was 73, but it increased t

16、o 77% after classroom training. 处理异议反斗城及店铺转训环节,学员的互动演练非常活跃，更了解产品卖点的同时,也学习了如何做好店铺转训。 Sales practice of handling objections and store coaching were very welcomed培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list学员风采7377707580新品自测新品考试KIDS线上自测与线下考试线上自测与线下考试（b）从零开始做培训 New

17、 trainer orientation培训工作总结Summary ofRetail training15Q4工作重点Plan of 15Q4重点项目Training Project报告目录Report list东区北区共28位新培训员参加了第一阶段的TTT,通过不断的互动练习,很好的提升的授课技巧。28 new trainers from north and east ,practice well to improve training skill.开场练习讲解技巧练习语音语调练习角色扮演练习（c）东区KPI项目 KPI program培训工作总结Summary ofRetail train

18、ing15Q4工作重点Plan of 15Q4重点项目Training Project报告目录Report list16Q1 KPI结果 16Q1 KPI Result（d）E-learning学习竞赛 E-learning Competition培训工作总结Summary ofRetail training15Q4工作重点Plan of 15Q4重点项目Training Project报告目录Report list62.89%65.45%71.58%60.10%61.09%65.79%54.00%56.00%58.00%60.00%62.00%64.00%66.00%68.00%70.00%

19、72.00%74.00%10月11月12月东区东区/全国每月平均分全国每月平均分东区平均分全国平均分104.07%109.37%101.65%107.69%96.00%98.00%100.00%102.00%104.00%106.00%108.00%110.00%11月12月东区东区/全国提升率全国提升率东区提升率全国提升率通过每周成绩反馈分析和大力跟进，东区成绩有了明显的提升 Through weekly result feedback and follow up, EL performance improve（d）E-learning学习竞赛 E-learning Competition培

20、训工作总结Summary ofRetail training15Q4工作重点Plan of 15Q4重点项目Training Project报告目录Report list1261491615425186230100200300400500600700123东区东区/全国每月获奖人数全国每月获奖人数东区获奖人数全国获奖人数589210718271450304002040608010012014016018010月11月12月各渠道每月获奖人数各渠道每月获奖人数CoreNeoSH事项 Items2016 Q2计划 2016 Q2 PlanBLR16Q3季度新品公开课16Q1 Seasonal Pr

21、oduct TrainingSP/Neo/Kids/Originals 从零开始做培训New Trainer Orientation12月进行TTT最终考核与毕业典礼TTT final test and graduation in Dec新兴城市专项培训Future City workshop12月开展节假日销售专题培训与新品培训课程Selling in workshop to be held in Dece-Learning推行E-learning system定期要求e-Learning用户上线学习Request user to use periodically2016年Q2培训重点工作1

22、6 Q2 Plan培训工作总结Summary ofRetail training16年Q2工作重点Plan of 16 Q2重点项目Training Project报告目录Report listTHANK YOU！培训概述：本季度公开课在青岛举办，与以往最大不同是由东区与北区联合举办。通过这一措施，旨在为客户培训员提供一个更为宽广的交流平台，便于两区培训员的相互交流与学习。本次公开课中，新增加了SP产品体验运动会的环节，希望借此来让客户培训员们将产品与运动需求有更为直观的体会与了解，并在转训过程中，能够从消费者的角度出发，以提升产品培训的适用性。而在NEO与Originals的培训环节，也增加

23、了消费者调研环节，从消费者口中了解第一手信息，对产品卖点以及挑战点做事先的应对。此外，在课堂培训环节，也根据客户培训员的不同需求，采用阶梯式的授课模式。The open course of this season was held in Qingdao. The most different was its joint OC by East and North region. The purpose for the change is to provide a wider platform for customer trainer to communicate and learn from e

24、ach other. In the OC, there was a product experience and sports session, which aimed to know the needs from sports deeply. So that customer trainers and deliver the product training f rom consumer point of view, which can improve the feasibility of the product training. In NEO and Originals training

25、, we added consumer research session, so that we can get first hand information from consumer and prepare unique selling point and solution of challenge in advance. Moreover, we also provided different training course for different level trainers during the classroom training.出勤率：98%平均分：77出勤率：100%平均

26、分：81出勤率：98%平均分：78出勤率：98%平均分：77培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report listDAY1-SP运动体验会SP Product experiencetrainingtennisrunningRunstar分享会 basketball football体验目标体验项目的设计结合了每个系列的运

27、动特点,同时各环节都安排了对应的运动知识问答,帮助培训员更好的掌握运动特点及对产品的需求。The experience session included all product categories. Besides sports and product experience, each session had product knowledge competition. By this way, it can help customer trainers to know both sports needs and product knowledge.培训工作总结Summary ofRetai

28、l training16年工作重点Plan of 16重点项目Training Project报告目录Report listDAY2-SP课堂授课SP OC重点产品梳理Reason to sell一年级Grade1知识竞赛 knowledge contest二年级Grade2培训技巧 training skill三年级Grade3店铺带教 store coaching事先了解培训员需求，将培训员分为三个年级,分别设计产品、转训、带教环节。Collect customer trainers requirement in advance and divided into 3 groups, and

29、 designed product knowledge, training skill and store coaching session separately.培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report listDAY3&4-SS组织重点产品市场调研，了解顾客需求，找出卖点与难点，做事先应对。产品讲解结合搭配竞赛，帮助提升成交与客单量。Organized key product consumer research in order to know consumer requir

30、ement and find out unique selling point and challenge, and make action plan in advance. Product knowledge plus styling competition in the classroom training, which aimed to improve CR and UPT.培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report listSP&SS成绩SP&SS score经过线下课程的

31、学习与交流,学员的最终考试成绩,相比自测情况皆有较大的提升The test result after the OC is much higher than self-study.培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list容易出错的题目类型：1.应用类型题目的错误率最高，完成此类题目不仅需要全面的产品知识，还需要充分理解重点产品卖点以及可满足的消费者需求；2.由于课件设置无法灵活回看查阅，导致一些简单的记忆类的题目出错。容易出错的产品品类：户外产品错误率较高，与分类概念调整

32、，产品外观和科技运用近似度高有关，请在实际销售中进一步熟悉产品知识。培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list课程结构清晰The course structure of the OC is very clearSP OC Evaluation东/北区 East&North全国 National客户反馈Voice of Customer上课的形式给我们很多的灵感Got a lot of inspiration通过运动体验，能够更好的感受了产品的带来的运动好处Knew the benefits of the products for sports by experience 加强重点产品讲解Need more focus on key product对策：下期将重点突出品牌驱动与数量驱动产品Action plan: focus on brand and volume drive products in next season培训工作总结Summary ofRetail training16年工作重点Plan of 16重点项目Training Project报告目录Report list客户反馈Voice of Customer实地采访，了解顾客需求C