If you are satisfied, you will get extra points! This is the
market questionnaire I turned out for you from the bottom of the box.
Personal information:
Name: gender, date of birth: height: weight, place of origin:
Tel: college: contact address:
brands of casual wear you know: (multiple choices)
a Pure □ b Meters Bang Wei □ c Senma □ Yi Zhi Chun □ h Yi Yun Er □ I Sen Yu □ j Liu Heng Se □ k Trend Front □ l Free Space □ m Yilin Bird □ nOther _ _ _ _
Which brands have a higher reputation among the leisure brands you are familiar with? (multiple choices)
a is pure □ b Metersbonwe Bang Wei □ c Senma □ d Benny Road □ e Giordano □ f Jeanswest □ g ESPRIT□ f Wen Chun □ g Yi Chun □ h Yi Yun Er □ I Sen Yu □ j Liu Heng Se □ k Trend Front □ l Free Space □ m Yilin Bird □ n Other _ _ _ _ _
below p>a3 yuan □ b3——4 yuan □ c4 ——5 yuan □ d5-6 yuan □ e6-8 yuan □ f8——1 yuan □ g1 yuan □ h, please select this item □
How much do you spend on clothes every month?
below p>A1 yuan □ b1-15 yuan □ c15-2 yuan □ d2——25 yuan □ e25-3 yuan □ f3——35 yuan □ g35-4 yuan □ h4-5 yuan □
How often do you buy clothes every month?
Buying clothes:
a conscious □ b random □
The main incentives in your random buying activities are: (multiple choices)
a weather change □b festival promotion □ c seeing classmates buying new clothes □d looking at them at random when shopping □
9. Time when you buy clothes:
a new products are on the market □b promotion discounts □c change.
A never goes □ b sometimes goes □c often □
11. Will you buy clothes for clearance sale?
Market research before opening a clothing store
All the preparatory activities before opening a store have a great influence on the operation of foreign trade clothing stores in the future. The market survey before opening a shop is related to whether foreign trade clothing stores can stand on the market and whether they can develop and grow in the future. The way to raise funds for opening a store determines the form and scale of the establishment of a foreign trade clothing store. Registration is an essential procedure for opening a store, and knowledge of industry and commerce, taxation and so on is the necessary common sense for the operators of foreign trade clothing stores. Do a good job of market research before opening a store. There are many foreign trade clothing stores, and the contents and methods of market research are also different, but on the whole, there are still many * * *. For independent small foreign trade clothing stores, it can be simplified appropriately.
1. Contents of market survey
For foreign trade clothing stores with large investment, the more detailed the survey, the better, so as to minimize investment risks. The content of market research usually has the following seven aspects.
(1) political environment investigation and analysis of a country or region, including policies, principles, directions, laws and decrees. Such as advertising law, industrial and commercial law, trademark law, environmental protection law, anti-unfair competition law, consumer protection law, anti-profiteering law, tax regulations, intellectual property law and various preferential policies related to the nature of enterprises. It is especially important for shopkeepers of foreign trade clothing stores to understand the relevant policies of individual enterprises, private enterprises and partnerships. If you want to open a shop, you can ask for the relevant knowledge pamphlet from the management department of industrial and commercial registration.
(2) The economic environment survey includes the average wage income of consumers, the proportion of foreign trade clothing consumption, the savings of urban and rural residents, the consumption level and consumption structure, the price status of various foreign trade clothing, the material price status of various foreign trade clothing raw materials, and the currency stability. The price survey also includes consumers' attitude towards the price of foreign trade clothing, the best price of all kinds of foreign trade clothing, various factors affecting the price change of foreign trade clothing, the price status of new products and substitute products, the influence of various pricing methods on the sales volume of foreign trade clothing products, the retail price, wholesale price, credit price and preferential price of all kinds of foreign trade clothing, seasonal and holiday discounts, and consumers' elimination rate of all kinds of foreign trade clothing.
(3) The investigation of neighborhood culture includes the attitudes of all kinds of consumers in residential areas to the fashion and style changes of foreign trade clothing (innovation, catching up, following, lagging behind and resisting), the educational level and cultural level of all consumption levels, occupational composition and distribution, religious beliefs and customs, population size and structure, family size and composition, population density and migration, marriage rate, birth rate and mortality rate, and the employment situation and life of young and middle-aged women.
(4) The purchase demand survey includes the existing and potential buyers and classes, the large demand, the changing trend of foreign trade clothing demand and the purchasing level of consumers; Consumers' desire and motivation to buy, what factors affect consumers' purchase, which brands are popular in the market, and what are the main reasons for consumers to buy brand-name foreign trade clothing; The operating conditions of other foreign trade clothing stores with the same scale as their own (such as operating varieties, operating methods, service characteristics, price strategy, profit situation and reasons, etc.) and the competition conditions in the same industry (such as environmental decoration competition, service competition, cost competition and price competition, scale competition and efficiency competition).
(5) product technology survey The survey of foreign trade clothing products and technologies includes the evaluation, opinions and improvement requirements of specific foreign trade clothing styles by specific consumers, the new functions and new uses of newly listed foreign trade clothing styles and the possibility of popularity; Investigate and study the application fields of new styles and how to extend the popular cycle of new styles, the market speed of newly developed products and the replacement and elimination rate; The packaging of the products sold by foreign trade clothing (whether they are beautiful, fashionable, light, neat, convenient to transport and attractive to consumers), and the trademark brand of foreign trade clothing (whether they are easy to remember, readable, catchy, auspicious, attractive and emotional, etc.); It is also necessary to investigate the production technical ability, economic situation, debt ratio and reputation of foreign trade garment processing factories that may cooperate with each other, the cost of external processing, the delivery period, etc.
. (6) Industry Competition Investigation The investigation of the competition in the foreign trade clothing industry is the investigation and analysis of competitors and competing products, which is an important preparation for opening a store. "Know yourself and know yourself, and win every battle", only by knowing others as much as possible and analyzing your own advantages can we develop strengths and avoid weaknesses, formulate effective competition strategies and implementation plans, minimize blindness and be invincible in peer competition. The competition survey mainly includes competitors' economic strength and technical strength, competitors' product market share, competitors' management level and marketing strategy, competitors' business objectives and development strategies, the competitive relationship between competitors, the location of major competitors' sales stores, traffic conditions and passenger flow, the return rate of patronizing stores, and the speed, performance, packaging, brand, price, specification series and development cycle of competitors' new products (that is, how many styles are developed in how long)
(7) Investigation of sales channels The investigation of sales channels of various foreign trade garments includes retail stores, agents, wholesale shopping malls and perennial large users (such as labor protection professional clothes of large industrial and mining enterprises and professional clothes of hotels). Corporate foreign trade clothing stores (technology-intensive foreign trade clothing stores whose employees are mainly salesmen and designers) need to establish their own relatively stable business network, including various foreign trade clothing customer networks, sales outlets and joint shelves.
2. steps of market investigation
the whole process of market investigation of foreign trade clothing stores can be divided into three stages.
(1) The market survey conducted before opening the store is mainly to collect and analyze relevant data and information, and study and discuss the shortcomings and problems existing in the marketing of the same industry, so as to achieve "no one has me, people have me new, people are new and cheap, and people are cheap and I turn", thus opening up the characteristics of their own foreign trade clothing stores. In the preparatory stage, it is necessary to solve the problems such as the purpose, requirements, scope and arrangement of investigators, and make a feasible and effective investigation plan and time plan. Determine the survey location, survey methods, the number and frequency of surveys, and specific objects and strata. There is no prescribed format in the design of the questionnaire, which varies according to different investigation methods, different questions raised and different investigation contents. But generally speaking, it should meet the requirements of conciseness, prominent theme and convenient statistical analysis. A simple investigation can be conducted through expert consultation. Although it is not necessary to design a form, you should prepare an outline of the inquiry and keep it in mind. In order to improve the efficiency of the investigation.
(2) When the market survey is fully prepared in the implementation stage, the survey can be started. First of all, investigators should be selected and properly trained. Investigators need to have a certain cultural level and practical work experience, know some investigation theories and techniques, count the results and know the basic knowledge of foreign trade clothing specialty and marketing. It is best to be extroverted, have a good image, behave in a civilized manner, be good at talking, be quick-witted, articulate, conscientious and responsible, and have the confidence and courage to overcome difficulties. If you open a small shop, the owner only needs to investigate in the neighborhood or residential area. If the scale is large, you can entrust a professional to investigate. On-site investigation, investigators should investigate and collect relevant information according to the time, place, method and content specified in the prior plan.
(3) Processing the results of the market survey After the implementation of the survey, the investigators should classify and analyze the scattered information and data collected. On this basis, the survey conclusions are summarized statistically. A formal market survey report generally includes: an overview of the survey process; Basic information of the respondents; Purpose of investigation; Processing methods of survey results; Summary of investigation conclusions and relevant suggestions. Through investigation, the scale, site selection, business scope, clients, investment and decoration style of foreign trade clothing stores are determined. If the owner prepares the investigation report externally, he can put forward the following requirements: the content is compact, the theme is grasped, the focus is prominent, the text is objective and realistic, the words are concise, the views are clear and accurate, the analysis is thorough, the pictures and texts are illustrated and easy to make decisions, and it is operable.
3. Methods of market survey
(1) Inquiry method The method of investigating shopkeepers or investigators who directly contact the respondents and collect information about foreign trade clothing by inquiry is called inquiry method. It is a method for shopkeepers or investigators to ask questions to relevant objects in order to obtain business information and materials. Inquiry method can be divided into three forms according to different contact methods, namely, interview investigation method, petition investigation method and telephone investigation method. Interview investigation method is a kind of inquiry method in which shopkeepers or investigators ask relevant questions to the respondents face to face, and the respondents answer them, and the investigators record them on the spot. Under normal circumstances, the foreign trade clothing information obtained from the interview has high answer rate and authenticity, strong perceptual knowledge and can perceive the situation more vividly. The disadvantage of this method is that it is easy to be influenced by the attitude, emotion and language of investigators, resulting in certain prejudice and misunderstanding.
the petition investigation method is a kind of inquiry investigation method, which sends a well-designed questionnaire to the relevant respondents by letter in advance, and asks them to fill it out and send it back to the shopkeeper. This method has many advantages, for example, the respondents can completely fill in their opinions freely and truly without being influenced by the appearance and emotions of the investigators, and have enough time to think about the problem.
It can also expand the coverage of the survey, and the total cost of the survey is lower, which can save a lot of time. The disadvantage of this method is that some respondents may think that it is irrelevant, answer questions superficially, and the questionnaire recovery rate is difficult to control. Usually, shopkeepers can improve the recovery rate of questionnaires by distributing discount cards or answering questions with prizes.
the telephone survey method is a kind of inquiry survey method which investigates opinions and information by telephone according to the sampling requirements of specific objects (such as professional women, entrepreneurs, senior students, etc.). In order to keep long-term customers and increase emotional contact, foreign trade clothing stores try their best to establish some telephone contact networks. The advantage of this method is that it can collect urgently needed information quickly and timely, and some questions that are not convenient to answer face to face may be solved in telephone investigation. The disadvantage of this method is that because the call time can't be too long, it is inconvenient to discuss the problem in depth and can't discuss more complicated problems.
(2) observation survey A method in which a shop owner or an investigator visits the site to be investigated (such as the sales site) for on-the-spot investigation, or makes an investigation and statistics on his or her relevant behaviors and reactions without the respondents' awareness. Observation is often used to investigate the appearance, color, style, fabric, packaging and passenger flow of foreign trade clothing products and wear. For example, the shopkeepers of some foreign trade clothing stores will arrange time to go to the sales shelves of other stores regularly, or go to the gates of cinemas, intersections and busy neighborhoods to observe the wearing conditions of various consumers and new popular information for developing their own products. You can also observe and record valuable information by standing at the counter in person, participating in various order fairs, trade fairs, popular press conferences, design grand prix, and student graduation design exhibition.
(3) The experimental investigation method firstly selects a small range, determines 1 ~ 2 factors, and carries out practical experiments on the factors that affect the sales of foreign trade garments under certain control conditions, and then analyzes and studies the results, and then promotes it in a wide range. The experimental investigation method is widely used. Generally, every time a series of foreign trade clothing styles are launched, experiments can be carried out in a small range to understand the customer's reaction to the style, color, quality, packaging, price, display mode and other factors of foreign trade clothing, and then decide whether to purchase in large quantities. The experimental method can take many forms. The chain-operated foreign trade clothing stores can set up trial sales stores, and the general foreign trade clothing stores can set up trial sales shelves to understand the attractiveness of new products to customers.