To run a good clothing store, in addition to having good sales methods, the most critical point is to "understand" purchasing.

The operating status of a clothing store is closely related to the positioning of products and the vision of purchasing. To run a good clothing store, in addition to having good sales methods, the most critical point is to "understand" purchasing.

The word "understand" contains a lot of content. Not only must you know the location of purchase, the price level of each wholesale market and the customer groups you face, but you must also understand the preferences and preferences of the customer groups that the store targets. Physical characteristics, and more importantly, you need to be able to shop for goods, and you need to develop a keen eye for selecting goods. This kind of training requires the continuous accumulation of time and experience. It will take at least about 3 years to reach the level of proficiency.

The purchase of clothing must be marketable and in the right quantity, referred to as "double fitness", which is a key point that businessmen must grasp. When selling clothing, you need to be both marketable and in the right quantity, but it's difficult to get the "accuracy" of both. Many investors who opened a store for the first time suffered big losses when they purchased goods for the first time because of their inaccurate vision. Some even joked that the first batch of goods when opening a clothing store will be backlogged, so it is best to buy less goods in the first batch.

The first time I got lost

When it came to purchasing goods, Ai Tong also stumbled for the first time. Before she purchased goods for the first time, she carefully analyzed the goods sold by her peers around her and found that most of their goods were purchased from local small foreign trade factories and wholesale markets. In order to show that her goods were different from theirs, Ai Tong Decided to find some more distinctive sources. She saw on the Internet that many people praised Hangzhou's foreign trade clothing wholesale, so during the store renovation period, she went to the Jiuxing, Zhongxing and other wholesale markets in Hangzhou to purchase goods. Needless to say, the journey was tiring and tiring. When she arrived in Hangzhou, she found that many wholesalers looked at her strangely when they heard that she was from Shenzhen. When she returned to Shenzhen with 15,000 yuan of goods, and after operating the business for more than a month, she slowly discovered that these goods were available in the wholesale market in Shenzhen, and the wholesale price was half of her purchase price. Only then did Ai Tong realize that she was guarding Jinshan to beg for food. There were obviously wholesale markets around her, but she was smart enough to ignore them.

The thing that bothered her even more was not this. Even if the goods are expensive to buy, as long as they can be sold, they will make less money, which is not a big problem. But the worst thing is that before buying the first batch of goods, she did not carefully understand the physical characteristics of nearby consumers, regardless of The shirts and pants she bought were both too small. There is an endless stream of customers in the store. Many of them are attracted by the beautiful decoration, but most of them are customers over 30 years old and have plump figures. Ai Tongjin's size is not suitable for them. All too small. She can only achieve a turnover of two to three hundred yuan a day. Because the store rent is low, Ai Tong does not lose money. However, the clerk she hired said that based on the customer flow after opening, if the clothes in the store are of the right size, she can reach a turnover of 200 yuan in one day. 1,000 yuan in turnover. Ai Tong knew that he had fallen into the maze of first-time purchase. Gradually, it became clear that the first batch of goods was wrong. Not only was the size inappropriate, but the style was also wrong. Most of the shop's customers are women over 30 years old, and most of them like casual styles. Ai Tong's first batch of purchases are mainly shirts, which are more orthodox and suitable for office workers, but not suitable for her customer base.

Clothing store operators will face various confusions when purchasing goods, such as whether they should choose their favorite styles and stick to their own taste, or should they choose more trendy products? Should you follow the wholesaler's advice on a certain style that sells well, or should you just choose the color you like? Should I buy goods from a nearby wholesale market, or go to a market in another place that seems to be more famous? These problems have always tested the investors of the store from the very beginning. They seem to have fallen into a big maze. Every exit seems to have hope, and every exit seems to have a bleak future.

Developed a sharp eye for product selection

In the experience of purchasing goods, Xu Baoying of Shunde can be called a master.

Her shop is located on a small commercial street on Gaokan Road in Daliang. Over the past five years, this clothing store, which is not in a good location, has brought her nearly 10,000 yuan in income every month. Now she is The owner of three clothing stores has a prosperous clothing sales business.

Now, Xu Baoying has handed over the management of the clothing store to her sister. It has been more than two years since her sister took over the management, and customers like to ask her sister to help pick clothes, but Xu Baoying still can't The reason why I completely handed over the clothing store is that my sister still needs to hone her vision when it comes to purchasing goods.

The ancients said that it takes ten years to sharpen a sword, and the sword will shake the world when it is unsheathed. However, Xu Baoying can be said to have practiced for five years, and he can spot the best-selling new models with a sharp eye. Xu Baoying runs a bulk store, and the clothes, shoes, and bags in the store are all bought from the wholesale market. She said that if the clothes are "spotted" correctly, the business will be good. Otherwise, no matter how familiar the relationship with the customers is, it will It was impossible to sell the clothes. Speaking of the difficulty of purchasing goods, Xu Baoying has developed the ability to be "quick, accurate and ruthless" in selecting goods. Only in this way can we select the right goods and minimize the purchase cost.

Due to the booming business, Xu Baoying has to purchase goods three times a week. Each time he takes a bus from Shunde to Humen, Dongguan at around 6 o'clock in the morning. After arriving at Humen around 8 o'clock, he gets off the bus. I have to rush to the wholesale store, often shopping for 10,000 to 20,000 yuan worth of goods from several stores in just 4 hours, and then take the 12 o'clock long-distance direct train back to Shunde.

Xu Baoying said that the reason why she can accurately purchase goods is mainly to achieve three points:

First, grasp the local market conditions: What new varieties have emerged? What are the sales trends? How much is the social stock? How are prices rising? What is the purchasing power situation? Generally speaking, I have a good idea.

The second is to prepare a purchase plan. Of course, it can also be modified during the purchase process.

Third, when purchasing goods, first go to the market and compare the prices of various markets and wholesalers, because there are many "cross-selling" situations in clothing wholesale, often priced at 20 yuan in a market The product can be obtained for 15 yuan in another market, so comparisons must be made before proceeding with the purchase.

Many people have an understanding of clothing management, which is to only buy new models, and old models will not be replenished even if they sell well, so that new products can continue to flow in the store. But Xu Baoying did not do this. She will never stop purchasing a certain style because it is a hot-selling old style. Instead, she will seize the market demand to quickly replenish the supply and continue to sell until the momentum weakens or the style is sold out. Because once a hot-selling style wins market recognition, sales will hit new highs. This is much easier than testing other styles and can bring greater profits.

Once she took a fancy to a new women's wool coat. The style was very good, but she had never sold such a style before. She was unsure, so she ordered 5 pieces, and they were sold out in one day. . The second time she boldly bought 40 more pieces, and they were sold out in 3 days. Later, she purchased 30 pieces each time she replenished her stock, and the sales momentum has been very good.

The prevalence of foreign trade clothing Li Gui

Nowadays, among the small clothing stores lined with streets, there are more and more shops with "foreign trade clothing" hanging on them. The business of foreign trade clothing once became a clothing store. The first choice for store investment. The so-called foreign trade clothing refers to the portion of the remaining goods that are left after the order is completed by domestic clothing manufacturers based on foreign materials or foreign samples and domestic materials selection and processing, including fabrics, specifications, and colors that are not clearly visible. Defective and defective products, excess or saved fabrics for private processing, and "export-to-domestic" clothing that has been returned from abroad but is not defective. This type of clothing has favorable prices and is very popular, so many operators have set their sights on foreign trade clothing.

There are constantly new products in foreign trade clothing stores all over the street, but manufacturers do not really have so many foreign trade products, so where do these products come from? According to a manager of a foreign trade factory, there are only two possibilities for defective goods. One is defective goods, and the other is goods made specifically for domestic sales using fabrics purchased by the factory itself. The latter produces very large quantities.

Foreign businessmen have strict contracts with foreign trade manufacturers. Foreign businessmen will strictly control the quantity of fabrics. Although losses are allowed in each batch of products, excess fabrics are generally controlled to less than two sets, and sometimes there is not even any left. Therefore, many of the so-called foreign trade products on the market are just imitations produced by manufacturers, and at most they are more refined in workmanship. Generally, businesses take pictures or samples of foreign famous brand clothing and ask domestic clothing manufacturers to imitate them in batches; or domestic clothing companies, after completing external processing, buy some low-end fabrics and make another batch based on the original samples. , wholesale to sellers at low prices, and sellers put various fake trademarks on them and then flow to the market.

Such products are still attractive to consumers. Many clothing stores and wholesalers will use different terms such as "original order", "followed order", and "original order" when selling. It would be too naive for new investors to believe these statements from wholesalers. Nowadays, many clothing wholesalers sell seasonal new styles of popular brands on the market. The wholesale price is much higher than similar domestic products, and the profit margin is also very large. A sweater purchased from a foreign trade factory for 15 yuan can be ordered for yourself. Famous brand labels can cost 25 yuan or more. Therefore, clothing operators must keep their eyes open when purchasing goods and pay attention to the details of clothing to prevent buying fake "foreign trade clothing" with low quality and high price.

Because Xu Baoying has developed such advanced skills in selecting goods, she does not need to stay in Humen like others. This not only reduces the cost of purchasing goods, but also has a higher turnover rate of new goods in the store, making it more attractive to customers. Keep shopping. In this way, the clothing styles in her store are renovated so fast that other stores can't catch up, and even have no time to imitate. This skill in selecting goods is related to Xu Baoying's high level of clothing aesthetics. More importantly, she is good at collecting clothing fashion information. Her main methods of collecting are listening, watching, interviewing and checking.

"Listening" means listening to customers' requirements for colors and styles on the one hand; on the other hand, paying attention to people's comments on colors and styles; "seeing" means looking at the domestic and foreign market conditions, The second is to watch fashion shows and clothing exhibitions on TV, and the third is to read information in newspapers and periodicals; "visiting" means directly asking the wearer about the source of sales of his clothing; "checking" means if it is inconvenient to ask directly, just send the Write or call for follow-up inquiries. Once you have the information, seize the time to purchase goods and be the first to arrive.

How to identify foreign trade clothing

Look at the stitching. Real foreign trade clothing has very high requirements for stitches, and there are strict requirements for the number of stitches per inch. Therefore, intuitively speaking, the stitches of real foreign trade clothing are even and fine, while fakes often cannot take into account so many.

Look at the accessories. Sometimes, it is difficult to distinguish between genuine and fake foreign trade clothing in terms of fabrics, so you have to look at the accessories from a small perspective. Most of the accessories for real foreign trade clothing are "customer-supplied", with exquisite workmanship and brand characteristics, such as zippers, buttons, clothing There are small logos on the clothes, etc., and some even have the brand's logo. If the workmanship is rough, or a large number of clothes use the same kind of buttons and other accessories, it may be a fake.

Check whether it is washed. Many genuine foreign trade garments have gone through a pre-washing process, which makes them less likely to shrink, have a good feel, and remove some harmful substances to the human body. However, many fakes have not gone through this process, which affects the feel and look of the fabric. There are obvious differences.

A list of major clothing wholesale markets in various places

Guangzhou: Guangzhou is the clothing center of South China. The wholesale markets are on Zhanqian Road and Zhanxi Road next to the train station. The main ones are White Horse Building and Black Horse Building. , Bubugao Wholesale Market, Liuhua Wholesale Market, Guohong Building, Thirteenth Line, Xindadi Wholesale Market, Kangle Denim City, etc. The office buildings in Baima, Hongmian, Tianma and other buildings are mainly brand-name, Liuhua and Zhanxi are the first choices for mid-range products, and 13th Bank is the main wholesale place for low-end goods. BBK and Xindadi are wholesale centers for knitted sweaters and sweaters.

Humen: There is the older Fumin Clothing Wholesale Market, the newer Yellow River Fashion City and the newly opened Daying Women's Clothing City.

Beijing: There are two larger clothing wholesale markets, Muxiyuan and South Gate of the Zoo.

In addition, there are Jingwen, Dahongmen Clothing City, New Century Mall, Tianya Building, which opened last year, Bairong World Trade Mall, and Muxiyuan Trade City, which opened in May this year.

Hangzhou: Sijiqing Wholesale City is a new market developed in recent years. It mainly sells women's clothing (girls' clothing). Many men's clothing from Wenzhou is also wholesaled here. The market is large, the variety and quality are very good, the typical southern style is not suitable for northern customers.

Shanghai: Qipu Road Market is relatively famous, but it does not lead the clothing market in East China. Retailers from Anhui and Jiangsu prefer to go to Hangzhou Sijiqing to get goods.

Wuhan: Wuhan’s Hanzheng Street is famous throughout the country. Although the sales of Hanzheng Street have shrunk in recent years, it is still an important channel for wholesale goods in Hubei Province.

Fujian: There are two wholesale markets in Fujian, Fuzhou and Shishi. Shishi's clothing wholesale market is relatively scattered, covering almost the entire city. It has nearly 20 clothing wholesale streets, 6 commercial cities, and 8 different types of professional clothing markets, with more than 8,000 clothing stores.

Shenyang: Shenyang Wuai Market is an old clothing market in Northeast China. Because it is old and the unit area is small, many powerful tenants have moved out of Wuai Market at the request of manufacturers and set up troops nearby. .

No matter where the clothing wholesale market is, there are four forms. The first type is outside the wholesale market and warehouse-based office. Those who do this are some big brands, such as Yichun, Metersbonwe, etc. . The second type is the office buildings in the wholesale market, which have higher floors and are owned by second-tier brands, such as Yiyun'er, Yimiru, Squirrel, Yunzhongyi, etc. The third type is stalls, which are located on the first and second floors of the wholesale market. They are all small brands. The fourth type is roadside shops. This type of business is most common in Hanzheng Street.