The business scope of the flower shop is in the business scope. The flower shop can focus on flowers, potted flowers, dried flowers, craft silk flower, flower sets and wedding services, and can run other complementary goods and services according to local conditions, so as to improve the comprehensive economic benefits of the flower shop. If the economic strength is limited, you can take the form of capital operation and operate in partnership with units or individuals associated with flower shop business.
The flexible business hours of flower shops can meet the needs of customers at different times; Flower shop decoration inspection can provide consumers with a good shopping environment and make consumers feel more happy; Flower shops serve the community, allowing consumers to enjoy faster service.
To run a flower shop, the variety must be complete. After the consumer's needs are met and it is convenient, he will come again next time. As an operator, we should constantly improve the level of floral art to adapt to consumers with higher and higher appreciation level. Flower shops pay attention to learning and accumulating knowledge and skills, communicate with peers, and selectively participate in various short-term training and learning according to their own economic situation in order to absorb the strengths of others. Innovation is mainly reflected in floral design, which is also the source for flower shops to establish service brands and create their own characteristics.
After all, the service of the flower shop runs through the management process, which is directly related to the availability? Repeat customers? Related to market share, most of our consumers don't understand flower language when they consume flowers. Therefore, flower shops should guide consumption, and in addition, in order to meet the individual needs of a few consumers, they should arrange halls for them and carry out floral design. After-sales service is mainly reflected in imparting knowledge of maintenance and freshness to consumers, visiting customers frequently, controlling customers' new consumption needs and new trends, and replacing new flowers for customers with leasing business in time.
Many people like beautiful things, but flowers are important things to express beauty. So a flower shop is a good choice. But how to open a flower shop?
How to open a flower shop? Flower shop investment:
The cost is low, and the number of one-time purchases will not be many, so the initial investment is not very large, mainly the rental and decoration of the store. If you want to open a large-scale, elegant and high-tech flower shop, then you need to add a warehouse to the store. Expensive berth rent, huge renovation costs, training costs and salaries of technicians, and a large amount of liquidity add up to more than 654.38+10,000 yuan. But if you just open a small flower shop, a few thousand dollars will do.
Present situation of flower shop
With the further popularization of the Internet and the rapid development of e-commerce, more and more people begin to choose online shopping, including the purchase of daily consumer goods and gifts. When ordering gifts online, merchants can deliver the gifts directly to the consignee, which not only saves the time of choosing gifts in person, but also saves some inconvenience of sending gifts in person. Among many gifts, flowers are undoubtedly one of the best gift choices for people, and can be given as gifts at almost any festival or special occasion. Booking flowers online has the characteristics of saving time, trouble and worry, so it is welcomed by more and more people. In this context, online flower shops undoubtedly have great development prospects in the e-commerce market.
Flower shop is a beautiful and elegant place, and floral art is the soul of flower shop. Beautiful flowers spread all kinds of emotions for people. If people in flower shop want to serve customers with high quality, they must go to a professional flower school to improve their flower level, while online flower shops need to realize online registration, login, inquiry, shopping cart, ordering and other functions. In the background, administrators can log in, publish goods by category, manage goods, manage user information, manage orders and manage administrators.
Most flower shops exist in more developed cities in China. Although many flower shops are nationwide, they eventually became popular in these first-tier cities. Investigate its reason, I think there are mainly the following aspects:
1, white-collar workers in many developed cities pay attention to efficiency and can't do everything by themselves. Therefore, they rely more on handy operations to get the desired results.
2. People in developed cities have high cultural quality and are no strangers to e-commerce. They have a considerable knowledge base and are more likely to choose the way that is beneficial to them. For example, ordering flowers online is more economical than driving or taking a taxi to the flower shop. The additional service charge is not enough to replace their consumption along the way, especially for white-collar workers whose time is everything.
People in developed cities communicate less in daily life, and flowers can make up for the lack of feelings caused by it.
Flowers represent the art of beauty. For thousands of years, people's pursuit of beauty has made people pursue a higher level of beauty on the basis of meeting their basic needs (food, clothing, housing and transportation). So buying flowers is sometimes a manifestation of a higher level of life.
5. The traffic in developed cities is developed, so the dispatcher can plan the route reasonably and save the consumption on the way.
However, under the background of the acceleration of informatization in China, the prospect of online flower shops is optimistic. One day, it is expected that all cities in China will realize online ordering, saving a lot of unnecessary resources.
Flower shop management flower shop is a beautiful and elegant place, and floral art is the soul of flower shop. Beautiful flowers spread all kinds of emotions for people. In order to serve customers with high quality, people engaged in the flower shop industry must attend professional flower schools for further study and strive to improve the artistic level of flowers.
1. It has a unique business philosophy: operating a flower shop is based on honesty, service first, and sincerely serving consumers. Establish competition awareness, market awareness, reputation and brand. To run a flower shop, you should learn to be a man. Life is alive, being the first. When you engage in business activities, you should pay more attention to being a man.
Note: From the aspects of flower shop location, name, business hours, trademark registration, etc., the flower shop CI system and organization (floral design department, business development department, accounting department, transportation department) should be conducive to building famous brand flower shops, launching brands and displaying flower shop images.
4. Pay attention to customer psychological analysis;
(1) According to age, clothing and transportation;
② Consumer's mentality, face, mood and interest. Consumers are often wary and distrustful, and they should try to eliminate these situations.
③ At the same time, we should analyze the characteristics and uses of consumption, and observe the attitude of customers to spend money, which is related to people's educational level, education level, lifestyle and consumption concept.
(4) When introducing flowers, ask the purpose first, then choose the style (bouquet or basket, romantic bouquet, solemn basket), then choose flowers for floral creation, and finally mark a suitable price.
3. Focus on characteristic management and marketing:
(1) The store has a unique storefront design and family-style layout (artificial flowers and flowers are used to decorate the flower shop space), and there are complete varieties of flowers and leaves at home and abroad; Unique floral style.
② Pay attention to festival management and various services. For example, flower shop decoration should have innovative ideas, unique layout, elegant and charming artistic atmosphere, giving people high-quality cultural enjoyment.
(3) Set up telephone contract flower delivery, door-to-door flower arrangement service, annual flower delivery for collective birthdays, flower rental, online flower shop, etc.
① Pay attention to potential festivals: Valentine's Day, Christmas, Mother's Day, Teacher's Day, Spring Festival and other old festivals, and develop Qixi Valentine's Day, Secretary's Day, Nurses' Day, Father's Day, Graduation Day, Journalists' Day and Men's Day. , prepare the supply of goods, organize skilled florists and flower delivery personnel. Analyze the market demand and publicize in advance (such as store advertisements, media advertisements, fax mails to major units before the Spring Festival, etc. ).
② Publicity through the Internet: Flower shop operators may wish to participate in e-commerce, which is suitable for flower trading and enhances their competitiveness. Flower shops can also carry out brand joining 24-hour flower shops and other ways.
③ Location suggestion: Choose areas with convenient transportation and large crowds, such as commercial centers, high-grade villas, apartments and office buildings. A central hospital in the city center. One advantage of the flower shop near the hospital is that when the flower consumption is off-season, the patients hospitalized in the hospital are not weak. This can increase the flower shop's income in the off-season and keep some expenses. In addition, you can also sell a few fruit non-staple foods.
(4) Store design: Store signboard design should be simple, Minghua flower shop is a beautiful and elegant place, and floral art is the soul of flower shop. Beautiful flowers spread all kinds of emotions for people, which are quick, easy to remember and endowed with cultural connotations. The store logo should be eye-catching. The decoration in the store should be simple and the colors should be light and bright. Proper use of European wrought iron can improve the taste of flower shops. The display of goods should be few and refined, so as not to appear chaotic. In addition, more spotlights should be installed in the store. Because spotlights can set off the atmosphere of flower shops, beautify works and beautify the role of flower shops.
⑤ Reasonable pricing: Only good varieties can bring good prices. Never drive up the price. Flower shops selling all kinds of floral works must be artistic and value for money. All inferior flowers and dried flowers are willing to throw away and never sell.
⑥ Keep abreast of the latest market trends: subscribe to more floral books and related magazines, understand the international fashion trends and control the fashion trends.
⑦ Positioning of business scope: Flower shops can mainly provide flowers, potted flowers, dried flowers, craft silk flower, floral wares and wedding services, and can operate other complementary goods and services as appropriate according to local conditions to improve the comprehensive economic benefits of flower shops.
⑧ Floriculture knowledge: Understand flower language (meaning of various flowers) and guide consumers on how to maintain and keep flowers fresh.
Pet-name ruby attaches importance to the quality training and management of employees.
Management thinking
There is more than one road to success, but there may be only one that suits you. Whether it is a novice flower shop that has just opened, or an old and famous shop that has been in business for more than ten years, there will be confusion in its development. How to solve these puzzles, so that new stores can take fewer detours and old stores can walk more steadily and calmly? At this retail exchange meeting, flower artists from all over the country had a heated discussion on this topic.
"We only do two things" Since the word "humanization" appeared in the industry management system, all walks of life are pursuing the highest realm of humanized management. The flower shop industry is no exception. Wan Li, general manager of Fuzhou Sunshine Floriculture, believes that their management of employees is nothing more than doing two things well: one is interesting, and the other is meaningful. If the two are combined, it means "making meaningful things interesting and making interesting things meaningful". It sounds a bit circuitous, but if you think about it carefully, isn't this the embodiment of humanized management?
"Every flower shop will formulate rules and regulations of one kind or another, which are conducive to the operation of flower shops. When employees are unwilling to implement or don't understand the system, they will passively implement it, resulting in resistance. Over time, they will become bored and even leave the store. " Wan Li believes that in order for every employee to do what he wants to do, or something meaningful, it is necessary to understand each employee's personality and characteristics, so that he can fully display and give play to his special skills. Only by fully mobilizing and giving full play to the initiative and creativity of each employee and treating their work as an interesting or meaningful thing can flower shops, employees and customers truly achieve "three wins".
Potted flowers have skills in entering the store.
If the flower shop started its business with dried flowers, silk flower and fresh flowers, then if it wants to get a slice of the festival market, it must broaden its thinking, instead of always staring at a few hot-selling festivals such as Valentine's Day, such as Spring Festival, Mid-Autumn Festival and National Day, it can also seize the opportunity and expand its marketing.
Running potted plants in flower shops not only has a long shelf life, but also saves time and effort than taking care of bouquets. You must choose suitable varieties to manage potted plants: for example, Cymbidium hybridum is more suitable for sale during the Lunar New Year's Eve, while Phalaenopsis is easy to freeze indoors in winter in southern China, which is not suitable for mass purchase, but it can be used as the first choice for daily sales. In addition, pineapple, Anthurium, Rhododendron, Clivia, Hybrid Orchid, Peony, Daphne odora in Phnom Penh, Narcissus and other varieties can all become ideal varieties for potted flower sales in flower shops. Because flower shops are different from other flower markets, every pot of flowers needs to be taken care of and decorated, so once they receive a big order, they will be in a hurry. To this end, they found a set of tricks to deal with orders quickly, from order number and address inquiry to packaging management and final delivery, which can handle 300 to 500 orders a day. According to their rapid processing method, an order for 200 potted flowers can be processed and sent out within 40 minutes.
Dare to try new models.
How to make their own small flower shops bigger and stronger is the dream of many flower shop operators. What is the best choice? Many people first think of expanding stores or opening chain stores. Chain operation mode is undoubtedly a fast and effective way, which has been tried and tested in other industries, and there are many successful examples in flower shop industry. Zhang Jian, general manager of Changsha Hu Axiang, who already owns 20 direct chain stores, believes that direct chain stores are relatively easy to control, but we must be cautious in developing franchise chains.
Besides opening chain stores, they are actively exploring other business models. For example, the introduction of a mobile flower shop in the community is convenient for consumers, and the extra income added every day is equivalent to opening a shop. In addition, they also try to cooperate with the big brands in the bustling business district and use their brand advantages to build stores in the store.
Be good at reading customers' minds.
"The customer is God. Treat customers not only warmly and thoughtfully, but also be good at trying to figure out customer psychology. As a flower shop operator, we must learn to subdivide customer types and adopt different hospitality methods. " Ni Zhixiang, general manager of Nanjing Lvcaodi Flower Chain, believes that only by accurately grasping customer psychology and understanding customer needs, interests and hobbies can we grasp customer psychology and win customers' favor. To this end, they classified customers and asked employees to put forward five ways to deal with each type of customers. So no matter what kind of customers you meet, you can easily deal with them.
Look at the direction before you act.
At the seminar, Zhang Jian, general manager of Changsha Metropolitan Flower City, played a game for everyone: he put a coin where everyone could see it, and then asked a person to close his eyes and take it away by memory. The whole process took 30 seconds, and then he told the man to go back to his original place, open his eyes and take the coin as quickly as possible. It only took five seconds.
Zhang Jian used this simple game to tell everyone that doing anything, if the direction is not clear, is like groping in the dark, and it is likely to go in the wrong direction and get farther and farther away from the established goal. Therefore, flower shop managers should first have a clear direction when making any decision, so as to get twice the result with half the effort.
Keep up with the market adjustment strategy
Expanding business projects and expanding the scale of flower shops are all aimed at making flower shops bigger and stronger. However, any business model and development strategy are not static, and should be constantly adjusted with the change of market form. 1988 Shen Guoqiang, general manager of Hangzhou Liangyou Flower Shop, described the development and changes of their flower shop's "Three Ten-Year Plan".
"In the first decade, our goal was unclear. We opened a flower shop and a school. The business content is chaotic. As a result, we took many detours and paid a lot of tuition fees. In the second decade, by constantly adjusting the marketing strategy, our business positioning has become more accurate, and at the same time, we have found new expansion space in the rapidly changing market, from selling products in the past to providing customers with all-round and high-quality floral design services. "
In the next ten years' plan, they tried to integrate all kinds of floral software design, and incorporated design concepts such as natural landscaping, fine furniture, spatial layout and lighting into it, which not only improved the management level of flower shops, but also expanded the broader market space.
Price tag is taste.
Bargaining discount is probably a common phenomenon in most flower shops, which makes consumers form an inertia. If they don't bargain, they will suffer, and they won't patronize again next time. In fact, clearly marked prices can also retain customers. "From 1997, our flower shop started to clearly mark the price, and lost 30% customers in the first month, but we firmly believe that to be a first-class flower shop, we must have first-class quality and first-class price. When we persisted for several months, we found that some old customers who had left were back. They not only agree with the practice of clearly marking the price, but also regard buying flowers in our flower shop as a symbol of taste. "
Choose the appropriate flower planting carrier to stimulate consumption.
Many people start to plant flowers, but the placement may be troubled by space constraints and they cannot realize their appreciation. As more and more shelves like flower racks are sold in physical stores or online, we can find them as franchisees to achieve a win-win situation. Especially the wrought iron flower stand, European style, gives people a fresh feeling, which I think is good. There are floor-standing and wall-hanging, suitable for potted plants or vines. On the one hand, for the sake of customers, on the other hand, it achieved a profit.
Corporate culture is the core.
When doing anything, the first impression is the deepest. Therefore, "do the right thing for the first time". For the management of employees, whether it is encouraging right or punishing wrong, we must start from the first time. In particular, the correction of employees' wrong behavior must be timely and accurate, otherwise it will be difficult to correct once inertia is formed. This is not only their management, but also their corporate culture.