First, understand the development prospect and brand classification of underwear. The development of underwear industry is only 20 years. This is a rapidly developing and promising industry. Compared with ready-made clothes, it has higher profit, lower threshold and less risk. Brands in the market are divided into three categories: first-line brands: high-end brands, with higher retail prices and higher joining conditions. The first batch of purchases has higher joining fees. The mainstream price of products is between 100-300, which is suitable for large and medium-sized cities with high consumption level. Well-known brands are: An Lifang, Triumph, Manifen, Diana and so on.
Second-tier brand: Mid-tier brand, the product positioning is between 50- 150, among which the mainstream price of bra is between 70-90, and the first purchase and initial subscription fee is about 30,000 yuan. A wide range of applications, the more well-known brands are: Jialishi, Oulinong, Meisi, Hongziqing, Xia Daifang, Caiting and so on.
Third-line brand: that is, one grade higher than the commodities circulating in the market. According to the brand operation, the product price is lower and the sales volume is larger. The mainstream price of bras is 20-40 yuan, and the well-known brands are: Xianyidai, Jiaoying, Ya 'an Lina, Daifeier and so on.
There are many skills in brand selection, because brand selection is directly related to the long-term development of franchise stores. The general principle is to find a company with good strength and influence in the market.
Second, the city's economic level and business circle analysis "S" is a place with an average economic level, with a per capita monthly income of about 1 1,000 yuan, which belongs to a city with average consumption capacity. First, we must investigate the business environment and competitors:
1, near Nanhai and Chaoshan underwear production bases, there are many underwear stores in this city, and there are about 20 low-grade underwear stores with many brands, including Meisi, Aasland Dai, Xia Daifang, Jiashifang and Fenyi. Among them, xx and xx have image counters, while other brand stores have poor image.
There are two prosperous areas in this city, one is mainly engaged in low-grade goods, and the other is a street with exclusive stores, mainly including Yimeng, Beautiful World, Raptors, Giordano and Red Dragonfly.
3. The store rent in this street is about 30 square meters, 3000 yuan/month, 18 square meters, 2000 yuan/month.
There is an underwear brand shop in this street, which has a good image. Business is good at the beginning of opening a store, but not good at the later stage, with brand monopoly and small customer base. There are two low-grade underwear stores, which do not decorate and sell brand goods, mainly selling low-grade goods to make money, with a gross profit margin of about 20%.
Analysis:
1. Considering that the underwear store is a new store, in order to reduce the rent and cost, the underwear store can have a small area, so we decided to rent a 18 square meter storefront first.
2. There are two prosperous areas, but brand management must be in this brand street. Only by looking for shops in this street can it be commercial.
3. Run underwear stores according to local conditions, because monopolizing a brand is risky. It should include second-line and third-line brands, seamless underwear, household clothes, socks and so on.
Third, cost budget, site selection and brand determination.
1, budget (investment is 46,000 yuan, store rent is 24,000 yuan in advance, totaling 70,000 yuan) (1), decoration: a, five display cabinets *500 yuan = 2,500 yuan each (manufacturers only charge cost) b, lamp model, full-length model and in-store decoration/kloc- Supplementary brands account for 65,438+05%, seamless products account for 65,438+00%, household clothes account for 65,438+00%, and special products and socks account for 5%)
2. Location: The commercial street runs east-west, and there are many people going west. Therefore, the store must be located in the street on the west right of the commercial street, and there are few people on the left. It is best to choose the storefront in the middle of the commercial street, because the business in the middle is better. After the introduction of the real estate agent, we finally chose a satisfactory location with a monthly rent of 2000 yuan/month.
3. Choose a brand:
(1), main products: Considering that well-known brands are often out of stock in the peak season, it is risky to operate a specialty store with only one brand, so it can appear in the form of a combination store. As one of the leading brands of second-tier brands, Kardashian has no local outlets, so it is determined that the main product is Kardashian, and its mainstream price is between 70- 130 yuan. Therefore, a counter-contract was signed with the company.
(2) Supplementary products: the selection party, the mainstream price is between 50-80 yuan, can supplement the price of "Jia" products, and do not affect each other, and display in the store 1 image cabinet.
(3) Seamless products: Because seamless underwear is popular and feels good, seamless warm clothes can be operated in winter. By comparison, the product "Yi Xueni" is selected, with moderate price and easy acceptance by consumers. It is displayed in the store 1 image cabinet.
(4) Household clothes: set the price at 50- 138 yuan/set, and supplement the "Jia" product line, in-store 1 pajamas display area.
(5) Special car at the entrance of the store: mainly circulating goods and socks.
Four. Operation effect analysis:
A) After one year's sales, the investment cost is basically recovered, based on the monthly sales of 20,000 yuan (the total annual business is 240,000 yuan, excluding the product cost (not detailed here because of the different discount rates of products), the gross profit 1.2 million yuan, and the annual expenses are: 1. Store rent: 2,000 yuan/month * 65,438 yuan. 2 shopping guides) 500 yuan/month * 65438+February *3 people = 18000 yuan, commission: 2400 yuan/year, post allowance of store manager: 3600 yuan/year, total salary: 24000 yuan. Three. Industrial and commercial taxes, etc. : 1.800 yuan/year. Four. Utilities and telephone charges: 500 yuan/month * 65438+February = 6000 yuan/year. 5. Advertising investment: more than 2,000 yuan/year, with an annual cost of 57,800 yuan and an annual net profit of 65,438 yuan.
B) Calculation of the second income: the monthly net income is 64,200 yuan/65,438+February =0.535 million yuan; C) Sales proportion of each product: Gareth 60%, Fang 65,438+05%, 65,438+00%, Mania 65,438+03%, special products and socks 2.
Five, store management and shopping guide training:
The sales work of the terminal is finally completed by the shopping guide, and the turnover between the trained shopping guide and the untrained shopping guide may be more than 8 times different. Therefore, it is necessary to formulate strict rules and training plans, so that shopping guides can give full play to their abilities and cultivate a pair of critical eyes. In other words, when the customer enters the store, you must see clearly what kind of cup cover she is wearing, instead of measuring it with a ruler, and then you can recommend it to her more accurately. If not, the shopping guide is unqualified. The best age for shopping guides is between 28 and 40. When young girls recommend underwear to others, they are inevitably not authoritative enough, too old, and inevitably lose their image. The success or failure of specialty stores lies in management and sales. If these two aspects are well managed, the profit will not be far away.
(A) store management system
This management system is formulated in order to standardize the management of exclusive stores and reflect the brand image of British Jialishi exclusive stores:
1, the shopping guide should wear shopping guide clothes according to the store rules.
2. Clean it twice a day, once in the morning and once in the evening, and keep it clean and hygienic inside and outside the store during business hours.
Don't be late and leave early. You can't ask for leave until you get the approval of the manager one day in advance.
4. During the business hours, the shopping guide should not talk about private affairs, but joke and chat. When customers enter the store, the shopping guide should stand and receive them. If you need a rest, you can only take turns to rest. 5. Change the clothes of the model every Tuesday and Saturday, and change the goods in the high cabinet every Monday.
6. Hospitality must be warm, careful and serious.
7. Please save electricity, turn on the indoor "external hole lights" and "wall map lights" during the day, and turn on the "light model" on cloudy days. Turn on the indoor "inside and outside hole lights", "light model" and "outdoor hole lights" every evening; Turn on the "signboard spotlight" from 20: 00 to 22: 00. Please save water.
8. Save the telephone bill, and make a phone call for no more than 3 minutes at a time. The highest monthly telephone bill is 50 yuan/month, and the excess shall be borne by the shopping guide. 9. The shopping guide should check the goods every day. If there is a shortage of goods and promotional items, it shall be borne by the shopping guide, and the goods shall be compensated according to the retail price. The shopping guide should check the quantity and authenticity when handing over the goods. If there is a shortage or counterfeit money, it shall be borne by the shopping guide.
10. If the shopping guide resigns, he must inform the manager one month in advance, and the manager can only resign after agreeing.
1 1, strict reward and punishment system, effectively stimulate and stimulate the passion of shopping guide sales. The monthly responsibility of each shopping guide is 7500 yuan/month, and the commission is based on the total turnover. Within10.5 million yuan/month, the commission shall be 1%, which shall be divided equally according to the number of people. If the price exceeds 1.5 million yuan/month, 2% will be used as the shopping guide commission, which will be divided equally according to the number of people; More than 25,000 yuan, more than 3% commission, divided equally according to the number of people. This store realizes financial openness and transparency, so that the shopping guide can get the commission in time. The commission for new shopping guides starts from the first month of work. 1
(2), code of conduct, work points (10 is full mark)
1, cleaning is not clean, 1 min.
2, swearing 1 minute.
3. If the cashier's note is incomplete, deduct 1 point.
4. Late arrival and early departure will be deducted 1 minute.
5. Irregular commodity placement will be deducted 1 minute.
6. Models change underwear once every three days, and the deduction of 1 point has not been implemented.
7. Goods in high cabinets are exchanged once a week, and the deduction of 1 minute is not implemented.
8. In case of coin shortage, counterfeit money will be deducted 1 minute.
9. Do not save electricity, water and telephone 1 min.
10, talk about private affairs, play games, chat and take turns to rest during work hours, and deduct 1 point.
1 1, if the hospitality is not serious and enthusiastic, 1 point will be deducted.
12, if the number of absences exceeds 3 times per month, it will be deducted 1 minute.
Note: 6 points passed. If you are unqualified for 2 consecutive months, you will be automatically dismissed.
(C), Jiali poetry shopping guide language
1. When the customer approaches the store, first of all, he sends a greeting "Welcome, please feel free to look around (Mandarin)!"
2. When customers' eyes are fixed on a certain style of underwear, introduce the functions and selling points of the product and suggest them to try it out. "Sister/young lady, this style is the most popular this year, and it has certain advantages. So-and-so bought it, and it was particularly plump after wearing it. Please try it on. " And take the initiative to ask its size, and take the goods down to the customer.
3. Try on underwear that customers are interested in: "According to my experience, please believe me, this style and cup shape are very suitable for you. Please try it on and I will guide you to adjust it correctly to the most satisfactory level. "
4. If the customer chooses a certain underwear, praise her good eye in time. "Elder sister/young lady, you have a good eye. You chose the best-selling style in our company. I'll wrap it up. "
Don't ask customers what they think after trying it on, but take the initiative to say, "You wear this style, and it looks very appropriate after wearing it."
6. For cash delivery, sing: "* * * charged you 100 yuan, and got you 12 yuan. Thank you! "
7. When handing over products. "Please keep it, thank you for your patronage!"
8. When the customer chooses not to buy. "It doesn't matter, you are welcome to come again. We have new goods at some time and come back when it is right. "
9. When the underwear customers need is out of stock. "I'm sorry, the style (No.) you want is temporarily out of stock. If it is convenient for you, please leave your contact information and we will inform you as soon as possible. "
10, when the customer asks for a discount. "I'm sorry, our company has a strict promotion system, which is unified throughout the country. Please forgive the discount. "
1 1. When customers want to leave, look directly at each other, walk them to the door of the store, and nod and say, "Please walk slowly!"
12. Say "Hello, Jarvis" in Mandarin when you answer the phone, and say "Goodbye" when you hang up.
(4), professional knowledge:
1, understand female chest type and hip type.
2, bra function, classification, structure, size and measurement.
3. Correct wearing and adjustment of bra
4, bra washing and maintenance
5. Classification, structure and size of underwear
6, corset series: the function and structure of abdominal belt and abdomen pants; Size selection of abdominal belt and trousers; The wearing method of abdominal belt and trousers; Abdominal straps, tummy pants and body shape.
Six, store invoicing management
1, daily sales order
2, daily commodity inventory records
3. Monthly invoice report
4. Purchase orders
Seven, promotional activities:
1, 10% off the opening price. (Advertising theme: "Diana is jealous of Jialishi")
2. Valentine's Day: Banners are hung all over the city with the theme: "What to send for Valentine's Day? Jialishi underwear attracts your favorite ",shopping for chocolates caused a sensation in the whole city, and many people took this advertisement as a mantra. "
March 8th: Banners were hung all over the city with the theme of "Be a woman who makes a man's heart move". Shopping with shoulder straps and two advertising campaigns established our leading position in this city, which made our colleagues afraid to recruit again.
4. In order to increase the fun of shopping, our store launched a shopping lottery: you can participate in the shopping lottery when you buy more than 100 yuan, and the bonus is a shopping voucher worth 5- 100 yuan. The development of this activity has increased our sales by more than 20%.
5. inventory clearance: a. discount unsalable products, 5-8 fold; B. "buy one get one free", buy a bra and get underwear.
6. Long-term gift: buy 88 yuan and get a beautiful cosmetic mirror (if you buy it yourself, you can print the store name and phone number, which has obvious publicity effect on the store). . . . . . In general, targeted advertising can bring more direct benefits. A small underwear store can't have many media advertisements, but it can do something practical with a little money, such as pulling banners for promotional activities in the street. Now underwear brand manufacturers generally have some promotional items to offer. Attractive promotional gifts can not only deepen the feelings with customers and narrow the distance, but also be a good excuse for operating products without discount and maintaining price stability. At the same time, a good promotional item is mobile advertising. There can be long-term promotion activities if conditions permit, and at the same time, the promotion activities should be constantly changing to give consumers a sense of freshness.
Eight, business experience:
1, Wang Di's business will prosper.
2. The shopping guide must be allowed to play, with professional knowledge, clear and institutionalized management, and a reasonable salary commission.
3. The prices of commodities should be complementary, and you can't hang yourself on a tree.
4, more promotional activities, in addition to the activities stipulated by the company, but also to find ways to expand visibility in the "S" city.
5. Manage old customers and customers with VIP cards. Send short messages to customers on birthdays, holidays, new products and promotions, keep in touch and establish good relations.
6, don't belittle competitors, especially some high-end brands, to analyze the operation of competitors, learn from the advantages of others, * * * to create a good market atmosphere. In short, if you want to run a good underwear store, you must first set a correct attitude, don't have the mentality of getting rich, do a good job in store management, establish a dependent relationship with customers, accumulate a little experience, learn from some successful operators with an open mind, set a goal, run a good one, copy successful experiences, open more chains in different places, and be the first in the industry in this region. Then, you may be the first in the province, or even the first in the country. I would like to comment on the author's profile: Zheng Lingjian: senior marketing manager, successful trainer, marketing planning consultant, many years of marketing experience in health care products, cosmetics and underwear, the founder of Zero Distance Marketing Model, the professional publications advocated by Zero Distance Marketing Model, underwear style, fashion underwear and so on.