I. Preparatory stage

1. Psychological preparation stage

Do you really want to open your own clothing store with your heart? Are you interested in clothes? Do you regard opening a shop as a matter or as your own career? Is there enough motivation to keep you going? Is your opening a shop the result of passion or deliberation? Do you still have the energy to take care of it after turning it on? Problems arise at any time in the process of opening a store. Can you cope with all kinds of energy and time? When you can say yes to all the above questions, you can prepare for the next step.

2. Capital reserve

The initial stage of opening a store is a process of throwing money. There is a saying that children can't catch wolves. There is no return if you don't give up your investment. See if you have enough money in your pocket. In fact, you don't need a lot of money.

Basically, it is the three major expenses. First, according to the rent and installation fee of the store you choose, this is the largest one. There is a truth, the store with more money must be the one with the largest flow of people. You can choose according to your actual situation and don't exceed your ability.

The second is the cost of decoration, which cannot be saved. Your grade and price are actually directly related to your decoration, which I think few people mention. Environment can change a person. It can also change a person's consumption concept. Your decoration is five-star, and it must be a symbol of elegance. If you don't even give up the decoration of the wall, then entering the door is like entering an exhibition hall, and the effect is of course completely different. Saving money by decorating is to downgrade your store. You will say that funds are the priority, but what you have to do is not to spend more money, but to maximize the limited funds in the decoration. More contact with the knowledge of related decoration. Create your own personality and taste. Strive to decorate the most beautiful storefront with the least money. The third is the reserved funds for the first clothing purchase and the working capital after opening the store. This money can be reserved according to the actual size of the store and the quantity of goods to be delivered. Each store is different because of its particularity, so it's best to keep more for a rainy day.

3. Knowledge preparation

Everyone thinks that the threshold of the clothing industry is low. As long as you pay, you can be the boss. Yes, that's true, but if you just use opening a shop as a way to pass the boring life, or give yourself a psychological comfort by having something to do, then you have failed and are doomed to fail. Isn't it said that the only constant in the world is change? The only way to cope with and adapt to change is to learn.

The first clothing knowledge study.

Such as style, fabric, workmanship, accessories, etc. At least you can know that you can basically feel the value and price of a dress when you see it. Of course, I'm just talking about relative absoluteness. The best and most direct way to learn more experience is to go shopping. Practice makes perfect. Seeing more makes more progress.

Second, learn from the experience of opening a store.

If you have friends who also open stores, you'd better let them take you there. Don't be shy. Learning with an open mind will benefit you a lot. But not all experiences can be learned, many of them have experienced goods, and they must be experienced after eating losses.

Third, the study of clothing industry knowledge.

The clothing industry, especially women's wear, has changed the fastest. It's no exaggeration to update every day and change every month. If you really want to master the cutting-edge women's clothing market, you'd better go to all the wholesale markets nearby and take notes while watching. At least know what the general trend is this year. What is the trend? What's popular? There is also the mastery of the price range. Know the quality and grade of clothes in the price range you want to sell. No matter before or after opening a store, there is only one thing you want to do well in your own store, that is, study and study.

After the above preparations are completed, we can enter the next link-site selection and inspection.

Two. Site selection inspection

This is the foundation of the foundation. Even if the facade is not well decorated, the product is not attractive, but as long as there is traffic, it will change quickly, and the poor facade will be miserable. So I simply divide the site selection into the following points.

1. The main street is located in the back street.

If financial resources permit, as long as the cost difference between the two is less than 50%, I am in favor of choosing main street. Because the main street of every city is a bustling commercial street, people in this city know this street, so the source of tourists is not a problem. Future development also has geographical advantages.

2. Passenger flow survey

Passenger flow is the direct reason that determines the life and death of a shop. The same store is placed in different passenger flow areas, and the proportion of goods entering the store is relative. Because the proportion of goods in the store is directly proportional to the flow of people passing by in front of your door. Everyone knows to open a shop in a crowded place, but at the same time, we should also pay attention to what constitutes the main body of these people's traffic. For example, if you open a women's clothing store in the most crowded place of Guangzhou Railway Station, I don't think business will be very good, because the main body of its traffic is people who go home or go out. They won't stop to buy. I don't think this place is suitable and I'm not in the mood to buy it. Therefore, during the inspection, we must find out the main situation of the people around the store and the main situation of the passenger flow.

3. Investigation of similar competitors

If there are women's clothes around the store you choose, that's right. You will say that there are women's clothes around, and the competition will be fierce, hehe! This is called birds of a feather flock together. Don't you see that several shops selling women's or men's clothes will be concentrated in a certain street, so there is room for customers to choose and compare first. Let customers form a concept that every place is selling something.

Secondly, if businesses want to compete, they must have strength. If they have strength, they must upgrade their own grades and constantly upgrade their models. This virtually improved their enthusiasm. I don't approve of opening a separate clothing store in a certain area alone, at least it should be a street related to clothing.

4. Consumer group survey

Is the crowd structure around the shop you choose mainly students or companies? Is there more residential areas or commercial streets? There is also a careful observation of the age structure and spending power of the shops around you. Because the structure of consumers directly affects the positioning of their own grades.

After so many investigations, you should have a good idea. For the store you want to choose, if the reliable information you have is reliable, then you should make a move. Because people often look for Wangpu, but Wangpu is not often. The so-called big sleep. You will regret if you miss it.

Three. Decorative stage

Positioning before decoration, making a budget according to the survey results and your actual ability. Again, store decoration is face. Don't save it, or you will not be satisfied in the future. Then the loss outweighs the gain.

1. Door decoration

Customers who enter your store will not see your goods directly, but see your door at first sight. Of course, the name is the key, don't be awkward. Grandstanding is flashy, and the name should be chosen according to the characteristics of your shop and your clothing grade and taste. It is best to be simple and easy to understand, which makes people feel comfortable, pleasing to the eye and unforgettable. This is a question from the university, so we can discuss it slowly when we have a chance. The door head can be determined according to the door head decoration of the shops around you. Don't follow suit, but highlight your own style. Put more effort into design and creativity. But not too artistic. After all, ordinary people have limited knowledge.

2. Interior decoration

1, ceiling, simple and bright, not depressing, can be decorated, but don't make it as dark as a haunted house, and the ceiling must be high when decorating, and don't feel bored when you enter the door. If you can make a few beautiful chandeliers, the atmosphere will be simple.

2. Walls and wallpapers are the best choices. As for colors, it is better to give priority to bright colors according to the colors of the goods you sell. If you are creative, you can make several three-dimensional windows, and the size, specifications and materials are also matched according to the mainstream colors of the goods. If you have space, you'd better make a three-dimensional mirror. It will definitely have a good effect.

3. The image wall is the main wall facing the door behind the bar, which is the display of your store's personality and taste. As for how to decorate, that's your wisdom. Remember one thing. Concise and atmospheric, highlighting the theme.

4. locker room. Don't underestimate the dressing room. It's a private place and the most sensitive place for women. First of all, the closeness is self-evident, and secondly, the light must be enough, the space should not be too small, and there should be a place to sit. There must be a hook, and the most important thing is to have a mirror, so you don't have to look in the mirror one at a time. If it doesn't fit, just change it inside. Avoid the embarrassment of being seen.

5. A place to rest. If the space in your store is really limited, you should prepare at least two high stools. If there is enough space, it is best to put a simple coffee table combination or high-end seats. Let the regular customers come and sit down and communicate with you, which will increase a lot of goodwill.

6, lighting decoration, why don't I talk about lighting alone. Because I slowly discovered the importance of lighting. The same clothes, different lights are completely different. Different visual effects directly affect the desire to buy, but the collocation and decoration of lighting should be more specific. This is also worth pondering. Doing it well will have unexpected effects.

The next stage is the purchase stage. In fact, this stage should be carried out at the same time as the decoration, even in the first stage of preparation. Because the supply of goods is also the most concerned and worried thing for everyone.

Four. Purchase stage

In the previous inspection, the inspection of the source of goods was also included. Now the store decoration will begin to purchase goods. The general principle should be a few varieties.

1. Don't listen to the wholesaler saying that you want to get the first-hand goods or packaged goods. Most novices who have taken it will definitely become overstocked goods. Because you didn't try to sell it. Only after buying so many goods did we know the market demand. In the same sentence, you must remember that good looks may not sell well. What others can sell is not necessarily what you can sell. Therefore, the quantity must be small, even if the purchase price is high, because it is not easy to sell dozens, and it will not be too much. Conducive to later turnover.

2. Various varieties are not mixed. When purchasing goods, you must always remember the style and grade of your store and find the one that suits your store style. The color tone should also be controlled. A good style and a new one are not necessarily suitable. I'll teach you a way, that is, when you want to buy a product, pick it up and think about it in your own shop. If it's far-fetched, go find it. After all, there are many supplies. As long as you put your heart into it, there must be something that suits your style.

Remember why you said that. You don't have to take all the goods that suit you, but you must remember the wholesaler that suits your style, so that it will be repeated in the future. You can save a lot of energy when you need it. And remember the styles and trends you see. The forefront of the wholesale market. Read more, remember more and learn more. This must be true.

Verb (abbreviation for verb) sales stage

Sales, in short, is selling things. After the store opens, all it has to do is sell things. As for how to sell it, you must learn.

Buying and selling. Selling without buying is not a business, so the key is not selling but buying.

As for how to do a good job in sales, you can't finish it in one or two sentences. Today, I will briefly talk about some points that need attention.

A. Shopkeeper Psychology

Remember three words in business, normal heart. Don't expect everyone who enters the store to buy your goods, let alone sell everything.

Therefore, we must adjust our mentality after opening a store. I think the adjustment should be made in several aspects.

1. Self-adjustment

The store will open soon, which requires so much energy and has high expectations. There is a saying that the greater the hope, the greater the disappointment. So be sure to put your mind right and do it well with your heart. Tell yourself that you run the store as your own. I'll do my best. Give yourself a position in your heart. That is, what is the future business thinking. What is the style after delivery? What is the service to customers? This is called the central idea, and even a little deviation in actual operation can be changed by guiding ideology.

2. Guest mentality

I have always been in favor of the friend-style management model. Don't just treat customers as customers who pay money. They can be your friends. There is only one reason why they are not friends. You have no contact and communication, and people's first impression is very important. So you should build a gold medal service attitude that belongs to your own shop or yourself. This is an intangible asset. People are emotional animals, especially women. As long as we grasp their psychological demands, we will certainly be able to reach them. It doesn't really matter whether you buy it or not. Because getting a friend is very different from getting a client or a list. Since it is a friend's business, we should make some humanized changes, such as price flexibility and activity discounts. Small gifts and other details.

3. Attitude towards shop assistants

Shop assistants should not be just employees. If you think that if you give money, they will give you hard work, then you are wrong, because the store is not a small mistake of a big company and will not grow bigger. But in a small clothing store. The emotion, mentality and attitude of shop assistants directly affect sales. Communication is a kind of psychology. Only by giving her dependence and trust can you make her do what she should do seriously. If you are always wary or distrustful, then your shop assistant will definitely not work hard for you. Because your disrespect directly changed her mind. It's just that I work and you pay. For better or worse, the boss doesn't trust me anyway. Why do you work so hard? I think we should encourage shop assistants in life and spirit. How concerned about life. Give more praise and affirmation at work. Give them hope and goals, and make some achievable promises. As for how to do it, it depends on the host's own mentality and dealing with people.

4. Coping with the change of mentality

The plan didn't change quickly, the only constant was change. There are many things to do every day to open a shop, such as purchasing goods, placing goods, selling goods, after-sales, replenishing goods, statistics and so on. Therefore, we must maintain a good attitude and sum up a set of methods suitable for our own way of opening a shop. This will reduce unnecessary workload. If the store is just itself, it is better to adjust it. If there are several shop assistants, it is even more necessary to have a changing mentality to face them. Because you can't handle the relationship well, it will directly affect the sales of goods and the image and performance of the store. As for how to communicate with shop assistants, this is a subject. We'll talk about it separately later when we have time.

2. Buyer's psychology

There are many kinds of buyers, which can be roughly divided into: those who have direct consumption consciousness to enter the store to see the goods, and those who can visit the store at will with or without consumption consciousness. Shopping with potential consumption awareness. There is also pure shopping. Let's briefly talk about how to understand the buying desires of different groups of people.

1. People who enter the store with direct consumption consciousness, that is, those who buy things with money, generally ask more carefully. You can see from the details of their problems. At this time, the host should not sit down, but must treat it warmly and explain it in detail. Then take the initiative to let customers try it on. By the way, I was complimenting her eyes. Usually it can be done. And such customers will basically become repeat customers, because when she wants to buy clothes again, she will definitely think back to your store. Because your shop used to have clothes that she liked, and she bought them herself.

You can buy it with or without consumer awareness. Such customers basically rely on the efforts of salesmen. As I wrote in another article, don't stare too closely. Give them enough space and distance. Make sure they are attacking while hesitating. Then it is to convince customers. Increase the proportion of purchasing desire. Such customers usually find a lot of faults. Because she has a choice. Don't say how good your clothes are at this time. Talk more about something else, try to lead the topic to other places, so that customers can have something to say to themselves and get closer emotionally. Just smile. Once you are familiar with it, don't tell her what to buy, let alone mention the money. Just say that since we talked about this, if you like this one, I'll give it to you first. We are all friends. Join in. The first thing to reflect is refusal, but due to human feelings, people usually pay the bill. Second, if I buy it without saying anything, I will definitely become your repeat customer. The third kind is rare and really accepted. Hehe, I don't think so much. If you really meet it, you will win the prize.

3. Go shopping on weekends or in leisure time with potential consumption awareness. The purchase goal is not clear. This kind of customers usually ask more about the price, but not specifically, because they will make psychological comparison after listening to the price. Then look at them one by one. If your eyes can't stay on a dress for a few seconds, don't disturb her. If you think she likes it or which one, please kindly introduce it to her. Don't put pressure on the other party, not to mention giving customers the feeling that you are eager to sell this product. There is a gesture that he is not in a hurry and you are not in a hurry. But be easygoing. So even if you don't take it this time, she will definitely give priority to your store next time.

This kind of purely shopping customer generally has no intention, but will have an image memory, so don't welcome each other with any dissatisfied eyes or unhappy attitude. This is an equal welcome. It's best to look around. It must be right to communicate more. They are all potential customers.

Three. Sales skill

1, wait for the guests to come to the door

The most basic sales can add some services. Put some humanized things, such as playing some light music, providing free drinking water and setting up a rest and chat area. Install a wall-mounted TV. Put anti-slip mats at the door and so on. People think you are very careful.

Step 2 advertise

Including new products, business labels must be eye-catching, and a small display board should be placed at the door. Or cartoon greeting guests to let guests know that your home is new outside the store. The indoor light should not be too dim. In this way, you can clearly observe the new products and styles in the store outdoors.

3. Activity offers

It's best to have bonus cards, and if possible, you can make some complimentary rolls. As for how to offer discounts and attractive coupons, it depends on the actual situation. Or we can do some activities on weekends. It's best to create an atmosphere at the door. Or do some buy one get one free or buy discounts. Let the popularity in the store come alive. Where there is popularity, there are tourists. Where there are customers, there is business.

4. Discounted sales

Every once in a while, you should get rid of the goods that you feel are out of season or in stock, even if you earn less. Don't let them be crushed. If they are crushed, they will die, and when they move, they will become circulating liquidity. Or specialize in some products that are suitable for discount sales. In short, the activities will continue and the popularity will become more and more prosperous. Conclusion: It's boring to talk too much. It's good that everyone can understand it simply. I don't have any talents. I just write down my personal opinion and share it with you. I hope I can help my friends in need. Hasty work has many shortcomings and superficiality. Please give me your advice. Opening a shop is easier said than done. Opening a shop is being a man. How to open a shop is how to be a man. Find your own way by groping, and other people's suggestions are all references. Absorbing what you need, combining with your own reality, and taking fewer detours will have unexpected gains.

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