I will send you a more detailed store opening procedure, which includes the content you asked and some precautions. Depending on the store area, the start-up capital is actually different. In fact, both 10 and 20 square meters are considered small clothing stores, but the difference in start-up capital is tens of thousands. If you have not chosen a good store, the general area of ??a small clothing store is about 20 square meters. You can choose the start-up capital of a store of this level as a reference for funding to open a clothing store.
1. Overview
Some people say that there are three key conditions for opening a store: "The first is location; the second is location; and the third is location." This shows that store development has a profound impact on the successful operation of the company's specialty stores. Alliance owners and franchisees need to work closely together to think about and formulate store opening strategies in an all-round way, and formulate and implement store opening plans in the most effective way, including market analysis, business district surveys, site selection, decoration, opening preparations and opening, etc. All equipment, equipment and goods should also be ready within the stipulated time. In order to obtain the fastest and highest economic benefits.
2. Process
Market analysis-business district survey-site selection-decoration-opening preparation-opening.
Analysis:
1. Considering that the clothing store is a new store, in order to reduce rent and expenses, the store area can be smaller, so I decided to rent a store of about 10 square meters first.
2. There are two prosperous areas, but the brand must be operated in this brand street. Only when you find shops on this street can you have a commercial atmosphere.
3. It must be a comprehensive store to be suitable for local conditions, because it is risky to specialize in one brand. It should cover second-tier and third-tier brands, accessories, etc.
Site selection:
Opening a store is a very popular investment and financial management method nowadays. Indeed, if you open your own shop and become your own boss, if the business conditions are ideal, you can not only effectively preserve and increase the value of your property, but also gain a sense of psychological accomplishment. Therefore, more and more people are paying attention to and getting involved in opening stores. If you want to open a store, you must consider the choice of store. Relevant experts once pointed out: Finding an ideal store is half the success of your store opening. This is not an exaggeration at all. Opening a store is different from setting up a factory or a company. The retail-based business model determines that the choice of store is crucial, and it often directly determines the success or failure of the business. So how can we choose the ideal store? Those who plan to open a store may wish to refer to the following methods -
Step 1: Choose the location and store
When choosing a business location, you must grasp the following points The key:
Grasp the principle of "customer flow" is "money flow". When opening a store in a busy area with bustling traffic and people, the chance of success is often much higher than in ordinary areas, because the constant flow of people is a potential source of customers. , as long as the goods you sell or the services you provide can meet the needs of consumers, you will definitely have good performance. Areas with large passenger flow include ① the commercial center of the town (what we usually call the "downtown area"); ② near the stations (including railway stations, long-distance bus stations, passenger ferry terminals, and the starting and ending points of buses and buses). station); ③ the entrance of a hospital (preferably a large hospital with an inpatient department); ④ the entrance of a school; ⑤ the entrance of a popular tourist attraction; ⑥ the entrance of a large wholesale market.
Using the "Dianduolong City" effect, we might as well listen to what consumers say: Ms. Lu, a white-collar worker in a certain company, is a big consumer of flowers and often sends flower baskets and bouquets to customers and friends. She said that except when she is particularly anxious, she may find a nearby flower shop to buy flowers. Most of the time, she rushes to the stadium road to buy flowers because there are many flower shops there with a full range of colors and colors and a large choice. She teaches at a university. Every time Ms. Jiang wants to buy clothes, she always likes to go to Dongpo Road, Wulin Road and other places with a large concentration of clothing stores. She believes that there are not only many stores with many styles, but also that it is easier to compare and negotiate prices. . Therefore, don’t worry about competition within the same industry. Once more and more stores in the same industry are opened, there will be an agglomeration effect, which will easily expand the influence, gather popularity, and form a “XX professional street”. Business will definitely be easier to do than going alone.
Note that the choice of business location according to industry conditions is closely related to business content and potential customer groups. Each industry has different characteristics and consumer targets. Prime locations are not the only choice. Some stores open It is better to open a business in a relatively remote and specific area in a downtown area. For example, a small shop selling oil, salt, sauce, and vinegar will definitely do better business if it opens in a residential area than in a downtown area; another example is a stationery store, which will open in a prime location. It is obviously not as ideal as opening it in the cultural district. Therefore, we must determine the best location to open a store based on different business industries and projects. To choose a suitable store, the more lively the place, the better. The key is to adapt to local conditions.
Step 2: Conduct further inspection
After initially selecting the location for opening a store, a further comprehensive inspection should be conducted, and after certain investigation and analysis of the relevant situation, Only then can we decide whether to finalize this point. Mainly investigate the following aspects:
The situation of the store itself: Ronaldinho, who runs an audio-visual products store, bought a store from someone else not long ago. This store with an area of ??15 square meters is located in a sub-busy area. The location has a lot of traffic every day, but the rent is very cheap, only 800 yuan per month. Ronaldinho thought he got a bargain and was secretly happy.
Unexpectedly, after spending more than 10,000 yuan on the renovation, less than a month after the grand opening, he received a "Demolition Notice" that made him dizzy. It turned out that the previous family knew that the store would be demolished sooner or later through internal connections, so a golden cicada came out of its shell, took a profit and ran away, leaving a trap for Ronaldinho to trap. Therefore, before renting a store, you must conduct a careful investigation of the store's situation.
The background of the landlord: Some people are eager to find a store, so they search all over the street. Sometimes they actually find a few stores with the word "transfer" on them, and they can't wait to negotiate with them and pay the deposit. Even rent. In fact, this approach is extremely hasty and can easily lead to a series of sequelae. If you really take a fancy to the store, it is best to inquire about the real landlord (i.e. the property owner) from the side, have a basic understanding of his background, and then make contact after you feel that he is reliable. It is generally best to negotiate directly with the real landlord. If the landlord says that he has leased the contracting rights and no longer wants to intervene, it is not too late to negotiate with the current shop owner. In addition, once the negotiation is successful, you should also pay attention to the formal agreement and request to go to the property owner to change the name of the lessee.
Horizontal competition mainly refers to operating performance and commodity price levels. By examining the operating performance of similar stores in the same location, you can make a preliminary estimate of the profits that may be generated by leasing this store; and by examining their product price levels, you can determine your own future product prices accordingly. These are very necessary.
Passenger flow status "Passenger flow" is "money flow". Examining the passenger flow status will not only make you confident about your future business conditions, but also provide you with a scientific basis for deciding your future marketing priorities. The passenger flow situation mainly examines the following contents: ① nearby units and homes, including how many residential buildings, government agencies, companies, schools and even other stores (these stores are very likely to become your regular customers); ② the structural characteristics of the passing crowds , including their age, gender, occupation, etc. structural characteristics and consumption habits; ③ passenger flow conditions in low and peak seasons. For example, stores near schools should consider winter and summer vacations. Stores in areas where government agencies and companies are concentrated must know their commuting times. Stores near stations should understand the patterns of tourists during the off-peak and peak seasons. These are all important basis for you to set business hours. .
Step 3: Get the store you like as soon as possible
Once you find the ideal store, you must make an immediate decision and act quickly to get the store you like as soon as possible. Otherwise, you will have long nights and dreams, and it will be very difficult. It is possible that someone else will take advantage of you due to your momentary hesitation, resulting in missed opportunities. How to win the store? Negotiation is naturally crucial.
Negotiate the rent price. For opening a store, rent is often the largest fixed cost. Before negotiating the price with the landlord, you should first have a score in your mind and set an acceptable maximum price. , the price must be: ① You feel you are sure you can afford it. Especially when you have to pay the rent for several years in one lump sum, see if you have the ability to pay; ② Make a budget, it is estimated that there is money to be made; ③ Then inquire about similar stores nearby, the prices are basically the same. , the explanation is relatively reasonable. Then, based on the maximum rent price set by yourself, compare the rent price given by the landlord, and then negotiate the price after weighing the balance, it will be easier to succeed.
Discuss the payment method. There are many ways to pay rent. Generally, the most common three are monthly settlement, regular payment and one-time payment. If the landlord, in addition to the fixed monthly rent, also wants to share a certain percentage of profits based on your business conditions, you can use the monthly settlement method. This can make the settlement timely to avoid procrastination and increase the difficulty of calculation, and both parties will be satisfied; yes; After setting the rent for one or two years for a front-end house, and then renewing the lease, it often has to increase year by year at a certain rate. In this case, the most ideal way to pay the rent is to pay it collectively every six months or one year. Pay once, so that once you have a new store or intend to change business, you will not lose the deposit; some stores are rented for a long time, and one lease is for ten or twenty years. If you have enough funds, And if you are optimistic about the store you choose, you can also pay off ten or twenty years of rent at once. This will not only avoid the risk of the store being poached by others at high prices, but also not be affected by rent increases, saving a lot. Rent, because in the long run, the rent of storefronts is generally on an upward trend.
Negotiate the additional conditions. Negotiate with the landlord. In addition to negotiating the rent, you should also pay attention to negotiating the relevant additional conditions. This can also save you a lot of expenses. First of all, before renting a house, you should have a clear understanding of the existing conditions in the store, including the decoration status, equipment condition, etc., and then through negotiation, ask the landlord to carry out basic renovations on the storefront before renting it out. Utilize equipment and decoration, make basic repairs to the roof, floor, and walls of the store, add or repair water and electricity facilities, etc., or require the landlord to bear the corresponding costs and deduct them from the rent. In short, try to save money as much as possible.
At the same time, you can negotiate to waive the deposit. The deposits for some front-end houses in prime locations are often quite considerable. Although the money will eventually be returned to you, if you continue to operate, the money will be left there. For entrepreneurs who are strapped for funds, In general, this is also a big "baggage", and if the negotiation is done well, it is entirely possible to remove it. In addition, you can also negotiate for an extension of rent payment.
Try to keep the initial rent as low as possible, and after a period of time when the business is on track, pay according to the standard and make up the initial difference. As long as you speak sincerely and rationally to the landlord, and take the initiative to limit the extension period, some reasonable landlords will agree, which can also reduce a lot of financial burden in the early stage of starting a business.
3. Cost budget
1. Budget (investment amount is about 2,000 yuan for market analysis and survey [mainly popular trends and purchase prices in various regions in Guangzhou, Dongguan, and Shenzhen] and prepaid in advance 6-month store rent, 3,000 yuan/month, totaling 18,000 yuan, totaling 20,000 yuan)
(1) Decoration: A, lamps, full-length mannequins X3, half-length mannequins X2 1,000 yuan
B. In-store decoration costs 1,800 yuan (about 10 square meters)
(2). The first batch of product shipments is 12,000 yuan (3 grades, of which the main mid- to high-grade accounts for 65%, and the supplementary mid-grade accounts for 30% , special offer items and clothing accessories account for 5%) (The purchase price of mid-to-high-end products is between 40-50 yuan\\\\The purchase price of mid-range products is between 20-40 yuan\\\\Special offer, clothing accessories purchase price is 5 -15 yuan)
IV. Analysis of operating results:
a) After one year of sales, the investment cost has been basically recovered, calculated based on monthly sales of 10,000 yuan (annual business The total amount is 120,000 yuan. Excluding the product cost (not explained in detail here due to different product discount rates), it is about 60,000 yuan. The gross profit is 60,000 yuan. The annual expenses are:
i. Store rent: 3,000 yuan /month*12=36,000 yuan/year
ii. Employee salary: 1,000 yuan for 1 person (1 shopping guide)/month*12 months*1 person=12,000 yuan, commission: 3,600 yuan/year 3% Commission, total salary: 15,600 yuan
iii. Industrial and commercial tax, etc.: 1,800 yuan/year
iv. Water, electricity and telephone bills: 500 yuan/month*12=6,000 yuan/ Year
v. Advertising investment: 2,000 yuan/year
To summarize the above, the annual cost is 25,400 yuan, and the annual net profit is: 6-2.54=34,600 yuan
b) Calculation of income in the second year: monthly net income is: 34,600 yuan/12 months = 0.288 million yuan
The success or failure of a store lies in management and sales. If these two aspects are managed well , then profits are not far away.
(1) Store management system
In order to standardize store management and reflect the brand image of the store, this management system is specially formulated:
1. Shopping guide needs Wear shopping guide clothing according to store regulations.
2. Clean twice a day, once in the morning and once in the evening. Keep the inside and outside of the store clean and hygienic during business hours.
3. Model clothes are changed every Tuesday and Saturday, and high cabinet goods are changed every Monday.
4. Hospitality must be enthusiastic, careful and conscientious.
5. Please save electricity, turn on indoor "outer hole lights" and "wall picture lights" during the day, and add "light models" on cloudy days. Every evening, the indoor "internal and external hole lights", "light models" and "outdoor hole lights" are turned on; from 20:00 to 22:00, the "signature spotlights" are turned on. Please save water.
6. To save on phone bills, each call should not exceed 5 minutes. The maximum monthly phone bill is 100 yuan/month, and the excess will be borne by the shopping guide ***.
7. The goods must be inventoried every day. If there is a shortage of goods and promotional items, the shopping guide will bear the responsibility. The goods will be compensated according to the retail price. The shopping guide must check the amount and authenticity when handing over the goods. If any shortage is found, and counterfeit currency will be borne by the shopping guide.
8. If the shopping guide resigns, he must be notified one month in advance and can only resign after consent.
(2), code of conduct, work points (10 is a full score)
5. Store management and shopping guide training:
The terminal sales work is ultimately It is done by shopping guides, trained shopping guides and untrained shopping guides.
1. If the cleaning is not clean, 1 point will be deducted.
2. 1 point will be deducted for impolite language.
3. 1 point will be deducted for incomplete writing of the cash register.
4. One point will be deducted for arriving late or leaving early.
5. 1 point will be deducted if the goods are not arranged neatly.
6. If the model changes underwear once every three days, 1 point will be deducted for failure to do so.
7. High-container goods are exchanged once a week, and 1 point will be deducted for failure to do so.
8. If the coins are defective, 1 point will be deducted for counterfeit coins.
9. 1 point will be deducted for not saving electricity, water and using the phone.
10. 1 point will be deducted for talking about personal matters, joking, chatting, and taking turns to take a break without performing during business hours.
11. 1 point will be deducted for not treating guests seriously or enthusiastically.
12. One point will be deducted for more than three leave requests per month.
Note: 6 points is considered passing. If you fail for 2 consecutive months, you will be automatically dismissed.
(3). Phrases used by shopping guides
1. When customers approach the store, they first greet them with the words "Welcome, please take a look (in Mandarin)!"
2. When the customer's eyes stay on a certain style, introduce the product's functions and style selling points, and suggest that they try "Sister/Miss, this style is the most popular style this year, has such-and-such advantages, and so-and-so I have purchased it and it fits perfectly after wearing it. Please try it on.
"And take the initiative to ask for the size, take down the goods and hand them over to the customer.
3. Offer to try on the clothes that the customer is interested in: "Based on my experience, please believe me, this style The color is perfect for you, try it on. ”
4. If the customer chooses a certain style of clothing, praise her good taste in time. “Sister/Miss, you have really good taste. You chose the best-selling style of our company. I will It's well wrapped. ”
5. Don’t ask customers what they think after trying it on. You should take the initiative and say: “You look very good in this style and after wearing it.” "
6. When handing over cash, you should pay: "***I will charge you 100 yuan, and I will give you 12 yuan, thank you!"
7. When handing over the product. "Please keep it, thank you for your patronage!"
8. When the customer chooses and does not want to buy it. ”
9. When the clothing required by the customer is out of stock. “Sorry, the style (number) you want is temporarily out of stock. If it is convenient for you, please leave your contact information. It is in stock. We will notify you immediately. ”
10. When a customer asks for a discount. “Sorry, our company has a strict promotion system, which is unified across the country. Please forgive me for not being able to discount.” ”
11. When a customer wants to leave, look him or her straight in the eyes, walk to the door of the store, nod, “Please go slowly!”
12. When answering the phone, you should say “You” in Mandarin OK,
(4) Professional knowledge
The operating conditions of a clothing store are closely related to the positioning of goods and the vision of purchasing. To be a good clothing store, in addition to In addition to having good sales methods, the most critical point is to "understand" purchasing. This word "understanding" includes a lot of content. It not only requires knowing the location of purchasing, the price level of each wholesale market, and the customer groups faced, but also It is necessary to understand the preferences and body characteristics of the store's customer base, and more importantly, it is necessary to be good at shopping for goods, and to develop a keen eye for product selection. This kind of experience requires the continuous accumulation of time and experience. To reach the level of proficiency, at least. It takes about 3 years.
The purchase of clothing must be marketable and in appropriate quantities, referred to as "double fitness". This is a key factor that businessmen must grasp when operating clothing, but both are important. It is difficult to grasp the "accuracy". Many investors who opened a store for the first time suffered a big loss when they purchased goods for the first time because of their inaccurate vision. Some people even joked that the first batch of goods in a clothing store will be backlogged, so it is best to be the first batch. Purchase less goods (Each model is purchased according to local body characteristics, the size ratio is 1:2:1 or 1:2:2:1, and the color is based on market demand. Do not purchase according to your own preferences, otherwise you can only wear it yourself!! !)
The peak business seasons for clothing stores are from May to August each year and from October to the Spring Festival of the following year. The profits are generally between 30% and 120%. New fashion clothes that have just been launched have the highest profits. Up to 200%. As the popular season passes, the price of clothing gradually decreases. At the end of the season, the profit is only 10% to 20%. Some even sell at a loss to attract customers. Gimmicks, merchants will never do business at a loss. Even if there are a few losses, it is really insignificant compared with most of the high profits.
6. Store purchase, sale and inventory management
< p>1. Daily sales order2. Daily inventory records
3. Monthly purchase, sale and inventory table
4. Purchase order
7. Promotional activities
1. 10% off for opening
2. Valentine’s Day: hang banners across the city with the theme: “What to give on Valentine’s Day?” "Nada underwear will attract your favorite", shopping and giving chocolates, causing a sensation in the city, many people use this advertising slogan as a mantra.
3. March 8th Festival: hang banners throughout the city Advertising banners, advertising theme: "Be a woman who makes men's hearts beat", shopping and shoulder straps, two advertising campaigns have established the store's leading position in the city, leaving peers unable to fight back.
< p>4. In order to increase the fun of shopping, our store has launched a shopping lottery: you can participate in the shopping lottery if you purchase more than 100 yuan, and the prize is a shopping voucher worth 5-100 yuan. The launch of this activity has increased the sales of our store by more than 20%. < /p>5. Clear inventory: A. Discount on slow-moving items, 50-20% off, B. "Buy one, get one free", buy clothes and get accessories.
6. Long-term gifts: With a purchase of 88 yuan or more, you will get a beautiful cosmetic mirror as a gift (purchase it by yourself and print the store name and phone number, which will have a significant publicity effect on the store).
If conditions permit, there can be long-term promotional activities. At the same time, promotional activities should be constantly changing to give consumers a fresh feeling.
8. Business experience
1. Business in a prosperous place will definitely be prosperous.
2. Shopping guides must be given free reign and must have professional knowledge, their management must be clear and institutionalized, and they must have reasonable salary commissions.
3. The prices of the goods should be complementary and should not be hung on the same tree.
4. Carry out more promotional activities. In addition to the activities specified by the company, you must also try to expand your popularity in "S" city.
5. Carry out customer management for old customers and customers with VIP cards. Send text messages to customers on birthdays, holidays, new product launches, and promotions and discounts to maintain contact and establish good relationships.
6. Don’t belittle competitors, especially some higher-end brands. Analyze competitors’ operating conditions, learn from others’ strengths, and jointly create a good market atmosphere. In short, to run a well-run underwear store, you must first have a correct mentality and not have a get-rich-quick mentality. Do a good job in store management, establish a dependent relationship with customers, accumulate experience, learn from some successful operators humbly, set goals, and operate well. One company will copy its successful experience and open several more chains in different places to become the first in the industry in the region.
9. Application for business license
Before opening a store, You must first apply for relevant licenses, otherwise you will be operating without a license. There are two types of applications for licenses. One is to apply for a company license, which is issued by the Industry and Commerce Bureau; the other is for companies with smaller capital, which only need to register as a profit-making enterprise, and is issued by the local county or city industry and commerce bureau. Most stores have little capital and can only register as a business for profit. In addition, you must also apply for a unified invoice from the tax authorities. Unless you are exempted from using a unified invoice, you must apply for it.
In addition to applying for a business license, if you want the signboard of your store to not be abused by others and to be used for your own exclusive use, you must also apply for service mark registration with the Industrial and Commercial Bureau. . The name of the signboard hanging at the entrance of the store may have its own special design in addition to the name text or pattern. This kind of non-commercial text and image is called a service mark. It is different from the company or trade name you applied for, and the names of the two may also be different.
So, if you don’t want your golden name to be stolen in the future, you must first apply for service mark registration. Whether you are applying for a company, bank number, or registering a service mark, you can entrust an agency to handle it.