Where is a good store address?
Opening a shop is not as simple as addition, subtraction, multiplication and division, it involves many links such as site selection, financing, procurement, sales, financial management, etc. Improper consideration of any link may lead to the break of the investment chain.
Nowadays, it has become a craze for young people to start their own businesses as bosses. Whether it is a small online shop or a live ammunition to open their own small shop, clothing management seems to be their first choice. In the face of inflammatory reports such as "tens of thousands of dollars a month" and "three thousand dollars a day" in the newspaper, and in the face of overwhelming brand clothing advertisements, young entrepreneurs will unconsciously feel good about themselves and think that if others can make money, I will certainly make money. There are not a few people who blindly follow their feelings. However, although the clothing store doesn't invest much, it doesn't look complicated, but opening a store is not as simple as adding, subtracting, multiplying and dividing. It involves many links such as site selection, financing, procurement, sales and wealth management, and any link may lead to the break of the investment chain. Therefore, for entrepreneurs who want to devote themselves to clothing stores, carefully studying the details of each step is the key to successful investment.
The most prosperous is not necessarily the best.
Where should I start if I want to open my own clothing store? "Scientific Investment" believes that the location of shops and the choice of goods are the magic weapon to win. If these two points are solved, the profit of the store will be above 70%.
After attending the color training, Ai Tong, Guangzhou began to prepare to open a clothing store from June 65438+ 10, 2004. Her site selection and the inspection of the wholesale market were almost simultaneous. There are many clothing wholesale markets in Shenzhen and Guangzhou. She visited a number of wholesale cities in Guangzhou, such as Nanyang and Carnival, Baima and Fumin, and knew the product characteristics and prices of each wholesale city like the back of her hand. At the same time, she also pays close attention to the transfer information of clothing stores in major newspapers in Shenzhen. In June 2005, she found a satisfactory job.
Ai Tong didn't choose Huaqiang North, the most prosperous city in Shenzhen, because she felt that she had entered a strange industry. If she had settled in a prosperous area from the beginning, she would probably stumble because of too much investment. Based on the idea of "safety first" and not wanting to take too much risk, she began to look for it in a place that didn't look very prosperous on the surface, so as to reduce the rent. Although the profit will be reduced, Ai Tong doesn't want to make too much money at once. She wants to use the first year of her career as experience accumulation and study input, hoping to seek greater development after gaining experience.
The shop Ai Tong found is located on the roadside of a relatively concentrated residential area, surrounded by a row of fifteen or sixteen clothing stores. The rent for subletting is 2700 yuan per month. There is no transfer fee and the rent is paid quarterly. She signed a 1 year contract with the owner. Although this location is relatively partial, Ai Tong visited nearby many times in advance and found that this row of clothing stores has existed for several years and has a certain popularity in nearby residential areas. Sometimes people drive here to shop.
Pay attention to the choice of business circle
The location of clothing stores is very important, which can almost determine the life and death of businesses. For example, taking women as the main sales target, it should be noted that most women will choose clothing cities and commercial streets where clothing stores are concentrated, so as to choose targeted locations. Because there are many clothes to choose from in those places, which is also determined by women's shopping psychology.
Before site selection, the first thing to be determined is the choice of customer base. Taking Beijing as an example, if women aged 18-25 are selected as the customer base, Xidan is more suitable than Dongsi. Because although it is also a bustling commercial street, the shops in Dongsi area are mostly white-collar women aged around 25-30, and the goods are of high quality and relatively high prices; Xidan, on the other hand, faces younger customers. When choosing clothes, it pays more attention to styles and is not too picky about details such as fabrics and workmanship. This is to pay attention to the concept of "business circle".
Generally speaking, the sales scope of clothing stores usually has certain geographical boundaries and is a relatively stable business circle. Different clothing stores, due to different commodities, traffic factors, geographical location and business scale, have great differences in business circle size and business circle shape. Choosing a good business district is the basis for the reasonable location of new stores, which not only helps to formulate business strategies, but also helps to formulate market development strategies. The successful application of business circle strategy can lay a solid foundation for clothing stores, enhance their image, create and promote customers' specific needs and establish a relationship of mutual trust with customers. Of course, making use of business circle resources to make customers feel comfortable and willing to become repeat customers is also one of the basic skills of clothing store business circle strategy.
Similar to her choice, Miss Luo's shop in Beijing is not located in a prosperous area, or even a place where clothing stores are concentrated, but her 25-square-meter foreign trade clothing store can achieve sales of 70,000-80,000 yuan in the peak season. Because the location of this store seems bad at first glance, but it is good to look carefully. For example, Miss Luo's shop is located in a small street that must pass in and out of a community. There are only two narrow lanes in this small street, so there are often traffic jams because of the narrow roads. There is a key primary school opposite the community, and parents of students are generally either rich or expensive. Primary schools go to and from school every day, and there are many parents who pick up their children. The roads are narrow, so there are traffic jams every day. Traffic jam is a very bitter thing for drivers, but because mothers usually pick up their children by car, you can see all kinds of clothes displayed in her shop through the window when there is traffic jam, and people will come to buy their favorite goods when they are free.
There are hardware stores, restaurants, real estate agents and dry cleaners in a row of small shops on that street, but there are only two clothing stores, and the other one mainly deals in underwear. Miss Luo's shop has no competitors. Although it lacks the attraction of peers, the business is still good. In addition, there are dozens of high-rise office buildings at the exit of this street. White-collar women in office buildings like to go out to visit clothing stores during lunch break, which invisibly increases potential customers, and also causes the effect of chain purchase in the office and increases the reputation of small shops. At another fork in the road adjacent to this street, there is an upscale house. There are many stay-at-home wives at home, and they are also frequent visitors to Miss Luo's shop. Around Miss Luo's shop, there is a famous primary school, a residential area, a high-grade apartment and three office buildings, and it is the only way for primary schools and houses to enter and exit. Of course, such a position is hard to find, but few people can think that such a position is a good position. Many investors think that the downtown area where clothing stores are concentrated is a good location, but the competition of clothing stores is naturally fierce and business is affected. Therefore, when choosing a site, we must carefully analyze the advantages and disadvantages of the shop location in order to be in an invincible position.
When analyzing the business circle and investigating the competing stores, the investors of clothing stores should thoroughly analyze whether their stores have the same function as the nearby stores, whether they are too close to each other and have a negative impact, and whether they can increase the attraction of this area through mutual cooperation. For example, if there are many casual clothing stores around, the competition at the casual clothing level will naturally be more intense, then you can operate in the wrong place at this time, and the effect may be better for women's wear or professional wear; For another example, if the survey shows that consumers here prefer Shanghai brands to Wenzhou brands, then they can give priority to joining Shanghai brands. Only when these problems are clarified can we find the source of goods in a targeted way. Investors should also observe other commodities around them and explore the competition. It is best to thoroughly investigate the basic factors such as its business area, commodity types, number of employees and hospitality skills, and then find out its advantages and disadvantages through comparison. Ai Tong's approach in this respect is to act as a consumer of other stores before opening his own shop, and learn about the goods, positioning and pricing of more than a dozen shops around him. Sometimes, she even buys a few things in the shops of her peers to get more useful information.
If you can't find a suitable storefront in your favorite busy area, you can also try to share a storefront with others. This can not only save rent, but also realize complementary advantages if the two industries under the same roof have similar customer attributes and complementary products. Such as jewelry clothing stores, luggage clothing stores, or underwear clothing stores, are suitable for "supporting" business projects.
interpret
The crowd is Qian Chao, and people who open stores pay special attention to popularity. People can't do business until they are red. If the clothing store is selected near the station, the night market with lights, entertainment places, large shopping malls or shopping pedestrian streets, it should occupy at least seven points. Because the endless stream of people is a minority and there are so many potential customers, as long as the goods sold or services provided can meet the needs of consumers, there is no fear of no good performance.
However, when choosing the location of the store, is it good to find more people? Not exactly. Many people have a misunderstanding, that is, the flow of people as the only standard of lots. It is true that the flow of people is an important factor to determine the success or failure of business, but it is more important to understand the consumer of the flow of people. Before opening a store, you should study not how many people flow every day, but how many "potential customers" or "effective passengers" you have in these people flow.
Before opening a store, it is best to do some work of "best store location", one of which is to measure and analyze the effective flow of people. The practice of professional site selection companies is to send employees to the target site with stopwatches to measure traffic and make target inquiries. Although it is difficult for ordinary investors to operate, it is necessary to do a general traffic survey and necessary targeted inquiries near the site selection.
Characteristics of a good store website
Generally speaking, a good store website has some common features. These functions are:
(1) downtown
Such areas are also commercial centers and downtown areas, with frequent business activities and good business atmosphere. Such a store site is the so-called "land of gold". For the clothing industry, the popularity of downtown areas is rapidly updated. If the flow of goods is slow, clothes may be out of date before they are sold, which is the disadvantage of paving the floor in downtown areas.
(2) High density residential areas
The population in the residential area is relatively concentrated and the population density is high. In such areas, consumers are confused at different levels, people of all ages and social classes. No matter what style or type of clothes are sold, there will be a certain customer base.
(3) Areas with convenient transportation
Convenient transportation is the first condition for consumers to shop. Generally speaking, if there is a bus stop near the store, or if the customer walks 15 minutes, it is worth considering.
(4) Areas that have become cities.
For shopping goods such as clothing, it is more conducive to business if it can be concentrated in lots or blocks where peers "get together". Because there are many shops dealing in similar goods, customers can have more opportunities to compare and choose here. For example, the City God Temple in Shanghai, Xidan and Xinjiekou in Beijing, and Jie Fangbei in Chongqing. Because of the cluster effect, business is mostly good.