Mid-range underwear store:
The underwear market is growing at a rate of nearly 20% every year, and there is huge room for the future development of China underwear market. Opening an underwear store is a good entrepreneurial choice.
Underwear is imported. Like suits, China people have accepted the concept of "modern underwear" from the west. However, fashion underwear with a history of more than 100 years in Europe has only a history of more than 10 years in China. However, according to the China Underwear Market Survey and Analysis Report, the annual sales of China underwear market is 20-50 billion yuan, with an annual growth rate of nearly 20%. According to statistics, in the domestic underwear market, imported brands account for about 60% of the market share, mainly from China, Hongkong, Taiwan Province Province and Japan. Most of them have set up factories in China, and most of them cost between 50 and 300 yuan. Domestic brands account for about 40% of the market.
Underwear industry is regarded as a high-growth industry by people in the industry. In the west, underwear consumption occupies a considerable proportion in clothing consumption. In France, for example, it is 22%. French women spend about 654.38+0.7 billion euros on underwear every year. British women spend 1 12 euros on underwear every year. However, women in China spend only about 20 billion yuan on underwear, accounting for only 5% of clothing consumption. Comparing the above statistics, we can see that there is huge room for the future development of China underwear market.
Nothing attracts women to start businesses more than the underwear industry. Many young and middle-aged female investors are eager to try because the number of well-known domestic brands is concentrated, and most brands have no requirements for joining fees, and the starting point for starting a business is low. It is understood that most brand enterprises have no requirements for franchise stores in underwear to join. However, a deposit ranging from 1 1,000 yuan to 5,000 yuan is required. In addition, the amount of the first purchase is also stipulated. The specific amount varies according to the size of the franchise store. The general principle is to distribute goods. High-end brands generally require the first purchase value to be around 6.5438+10,000 yuan, mid-range brands to be around 50,000 yuan, and low-end brands to be around 6.5438+0.5 million yuan.
In addition to the different purchase prices, there is little difference in the cost of decoration, shop opening and rent for different grades of shops in underwear to join. General merchants will provide free drawings of unified brand store design. Generally speaking, the investment threshold is corresponding to the grade of underwear brands, and the investment threshold of low-grade brands is the lowest.
According to the experience of people in the industry, for personal investment, the threshold of mid-range underwear stores is relatively moderate. First, the initial investment is not large, and you can join around 50,000 yuan; Secondly, due to the limited popularity of this brand in the market, merchants will generally give franchisees more flexible business rights, such as more flexible discounts, which will help the brand win more consumers in a short time; Third, high-end brands often set up counters in department stores and have their own franchise stores, which is difficult for ordinary individuals to compete with (a person who has joined a big brand underwear store said that the profit rate is less than 30%). In contrast, the investment risk of mid-range underwear stores is relatively low, which is suitable for ordinary investors.
On Jiangnan West Road, there is a "×× flower" underwear store: the storefront of less than 50 square meters is not much different from ordinary underwear stores in decoration. But even this small shop has a complete range of goods. In addition to all kinds of lingerie, there are also suspenders, pajamas, household clothes, swimsuits and other products in the store. The reporter found that although "XX Flower" is a well-known underwear brand in Zhejiang, the price of ordinary underwear in the store is not too high. Generally, it is from 40 yuan to 180 yuan, and the most popular product price is around 100 yuan.
Ms. Hong, the owner, said that she caught up with Xifeng Road in the south of the Yangtze River shortly after opening in April, which had a great impact on the business of underwear stores. But recently, the road began to clear, and the business in the store immediately improved, and the daily sales more than doubled compared with the beginning. For brand underwear stores, customers pay more attention to quality, and many of them are regular customers.
Ms. Hong has also done underwear and other clothing business before, and after accumulating some funds and experience, she chose to join the brand underwear store. Although joining brand underwear stores has strict regulations on prices and preferential activities, it can't be as casual as running underwear stores, but the product quality and brand image are more guaranteed. For branded underwear, discount will not be the main factor for customers to consider. Comparatively speaking, brand awareness and product quality are more likely to gain the trust of customers. In addition, the franchise stores have a unified decoration plan, and some advertising and operation planning also have good company support. Hong said that apart from daily operation, she didn't have to consider too many issues, which was also an important reason why she chose to join the underwear store.
Shop opening experience: professional shopping guide attracts customers
She told reporters that compared with other clothes, the shopping guides in underwear stores must have some relevant experience. Because customers choose underwear, they have higher requirements on wearing comfort, material and cup shape, and they all hope that the sales staff in the store can provide professional advice. At this time, it is necessary for the shopping guide to correctly judge the customer's age and body shape, grasp the customer's requirements, and introduce the goods from the texture and style of underwear to help customers choose the right underwear according to their body and age, and give guidance on wearing. One advantage of joining an underwear store is that the clerk can receive systematic professional training and understand the knowledge of underwear purchase.
The underwear market is growing at a rate of nearly 20% every year, and there is huge room for the future development of China underwear market. Opening an underwear store is a good entrepreneurial choice.
"In addition to selecting underwear, after customers buy underwear, the clerk will also remind customers how to wash and save it to prolong the wearing life of underwear. These are very helpful for sales. " Ms. Hong said that she did meet some picky customers since she opened the store. There was once a lady who tried in the shop for three hours before paying for underwear. Afterwards, the lady told the clerk that she was actually just browsing and didn't want to buy the product, but the professionalism and enthusiasm of the clerk made her move. Ms. Hong said, "Professional service can not only make customers pay for things, but also make customers become regular customers in the store. For our high-end underwear brand, the way regular customers introduce regular customers is an important way to complete sales. "
The distribution of goods in different stores is different.
Although they are all women's underwear stores, they are still very knowledgeable when distributing goods because of their different locations. Ms. Hong told reporters that there are relatively many foreign guests in her store in the west of Jiangnan, so the demand for large-size underwear is relatively large. As far as she knows, Tianhe City also has a "XX Flower" underwear store. The best-selling underwear in that store is padded plastic underwear. "Because most of the people who visit Tianhe City are young girls, and Cantonese people are relatively petite, they prefer padded underwear. Often a cup is properly dressed, and I will buy a few pieces of the same paragraph in one breath. "
Ms. Hong said that she didn't have too many ideas at first, and then she gradually explored these laws in her business. In the usual sales, it is necessary to make a good record of what sells well and why it sells well, so that it can be targeted when replenishing goods.
Take "×× Hua" underwear Jiangnan West Store as an example.
Early investment
Cashier's fee: 30,000 yuan (spread for 2 years, 65,438 yuan +0.250 yuan per month) Credit guarantee: 5,000 yuan.
First purchase cost: 30,000 yuan operating expenses.
Rent: 20,000 yuan/month, staff salary: 3,500 yuan/month, tax management fee: 1000 yuan/month.
Water and electricity: 1500 yuan/month, total: 26,000 yuan/month.
Risk warning
Brand: according to the consumption power of target customers.
At present, there are many underwear brands, covering high, middle and low grades. How to choose which underwear brand to join? According to industry insiders, the key is to look at the income level and spending power of your target customer base.
Generally speaking, the purchase price of small brands is relatively low, and they can get the goods at the level of 2 to 3 fold of the marked price; The purchase price of high-end brands is much higher, and it is difficult to have genuine products below 60% discount. The price of most goods is about 50% lower than the marked price. In contrast, small brands have high profit margins. However, due to the low price of the product itself, the absolute profit of the single product is not particularly high, while the profit of the high-end brand is considerable. The profit of selling a big brand underwear may be equivalent to the profit of selling a few small brand underwear.
According to reports, small brand underwear mainly attracts students, working girls and other people with low spending power, and the flow of people is more important. Therefore, if customers all over the world belong to this group, you can consider choosing some small brand stores to join. If your target customer group has a certain income and strong spending power, then you should choose high-end big brand underwear chain stores to join.
Location: Weigh the flow of people and the rent.
Geographical location also has a great influence on the operation of underwear stores. According to industry sources, for example, opening a 100 square meter high-end underwear store in Tianhe City will cost more than 654.38+10,000 yuan in rent, miscellaneous expenses and labor for one month. The daily cost is more than 3300 yuan. According to the calculation of 50% off the purchase price, at least 6000-7000 yuan of products must be sold every day to maintain losses. Although there is no doubt about the flow of people in Tianhe City, the sales pressure is still great. Therefore, individuals joining underwear stores should consider the flow of people, rent and other conditions. It should be noted that high-end brand underwear stores should be placed at the corresponding consumption level to attract target consumers.