2. The strength is poor. If you plan to open a shop in the third-and fourth-tier markets or communities, you should choose children's wear with lower price, children's wear with low popularity and price, and the joining conditions are more favorable. You can purchase goods in wholesale markets, such as Beijing Bairong, Jinan Luokou, Shenyang Wuai, Shijiazhuang Nansantiao and Xi 'an Kangfu Road.
3. It is the most difficult choice between financial strength and business circle, which requires customers to make n phone calls for consultation. At present, the best sales volume of children's wear in China is Barabara, and there are Paikelandi and Shuihaier in the north, good children's rooms, baby homes and Babu beans in Shanghai, and many in Guangzhou. Take Paikelandi as an example. Some cities are doing well and the market is saturated. For example, Datong Paikelandi is doing well, and others certainly have no chance to join. At the end of 28, I went to Tongliao for a business trip and found that the counter of Parklandi shopping mall there had been removed. The failure of the brand in Tongliao caused other customers in Tongliao to hesitate when choosing the brand. A brand fails in a city, and it is difficult to attract new investment. In this case, we should investigate more, find the original boss or shopping mall to understand the situation, and then call or visit the manufacturer in person. If the factors leading to the failure of the brand have disappeared or can be overcome, we will do it. If the brand does not appear in the city, it is also necessary to analyze the reasons, and whether the price, style and style of the brand are suitable for the consumer groups in the city. For example, cotton-padded jacket and down jackets developed by some children's wear manufacturers in the south have poor cold resistance, and can't resist the cold in Northeast China or Inner Mongolia, or the market time is far behind the weather in the cities where they are located. For example, Xinjiang and Manzhouli are already very cold at the end of October, and winter clothes have not yet arrived, which will greatly affect customer sales. If you arrive one day late, you will lose one day's sales, be ahead of your competitors and lose money.
4. Some brands are not required to open a specialty store, such as a children's wear supermarket or a children's products comprehensive store. Some manufacturers that derive other children's products from children's wear are now opening living halls in a big way, such as Doctor Wa in Shanghai.
second, location
the importance of location is self-evident. Children's wear stores are usually located in hospitals, kindergartens, maternal and child health stations or local children's clothing streets or children's products streets. If the brand you join is not well-known, it is best not to choose new business districts. These business districts may take 1-3 years to be popular enough, and some pedestrian streets are empty after three years of development. In this place, the rent is low, but it is not popular. The same is true for newly opened shopping malls. In 27, the Zibo store opened by Nanjing Central Department Store and the Shijiazhuang store opened by Wangfujing both ended in fiasco. The selected stores will not be demolished within 5 years, and the selected shopping malls should be the best local old shopping malls, and the new shopping malls should be carefully selected.
1. To be a shopping mall, we should consider the popularity of the selected shopping mall and the sales volume of children's wear with the same price or brand awareness, and it is best to bring out real data. We should also consider the entry conditions of shopping malls, deduction points, store celebration fees, promotion fees, and guaranteed prices. It may take a lot of trouble for a new brand to enter a mature shopping mall, and it needs to be operated behind closed doors. Even if it goes in, it will be eliminated because it can't be guaranteed. There is a brand that has been listed for two years, namely, entering Shijiazhuang Northland Mall and Changchun Eurasia Mall. The customer got the mall manager, but the sales volume was not good, and the market and consumers could not be handled, and it was finally cleared. Enter the mall after the Spring Festival or before the autumn clothes are listed. At this time, the mall will adjust the position of the children's wear counters, and the children's wear that is not well sold will be retired or withdrawn by itself.
Advantages of shopping mall counters: There is a certain flow of people and sales. If you choose a shopping mall, it is influential in the local area, easy to spread the brand and less energy. Disadvantages: high cost.
2. The crowds of shops on both sides of the commercial street are different, and the crowds of adjacent stores are also different. It can be determined after observation, recording, comparison and analysis within a period of time. Some children's clothing prices and styles are suitable for opening specialty stores near mature large communities. In particular, a comprehensive children's goods store with an area of 8-15 square meters is opened, in which children's clothes, toys, supplies, food, drinks, stationery, etc. can also be set up, such as baby hairdressing, bathing, swimming, etc. If it is two floors, pregnant women's classes or parenting classes can also be set up, or various educational training classes can be held.
Advantages of the exclusive store: bargaining, self-determined promotion activities, store display, etc. The longer the business, the more repeat customers; Disadvantages: If the choice is wrong and there is no target group, the rent will become the biggest cost.
Third, ordering
Generally, manufacturers will hold this year's autumn and winter clothing ordering meeting around March, and next year's spring and summer ordering meeting around July. Some brands open separately in spring, summer, autumn and winter, such as Nike kids.
classification of children's wear:
1. It can be divided into boys and girls, and infants. Taiwan or Hong Kong is also called baby clothes (-3 years old, size: (59, 66, 7, 8, 9), and children (3-6 years old, size 8, 9, 1, 11). Nowadays, children's height varies greatly in the south, so they are generally differentiated by size. There are other names for babies and children, so it doesn't matter. You can divide them by size or do as the Romans do.
2. There are four seasons: spring, summer, autumn and winter, that is, spring clothes and summer clothes.
Spring and autumn: vest, shirt, T-shirt, jacket trench coat, pullover, pants, trousers, long skirt, suspenders and sports suit.
Summer season: suits, skirts, dresses, T-shirts, shirts, cropped trousers, shorts, tops, etc.
winter season: down jacket, down vest, thick cotton-padded jacket, thin cotton coat, cotton suit, cotton vest, thick trousers, cotton trousers, trousers with trousers, etc.
accessories: backpacks, hats, underwear, gift boxes, scarves, gloves, socks, etc. Gift box is an important part of accessories, and some small brands of gift boxes sell quite well.
manufacturers often classify goods according to year, season, style, color and size, and people who are familiar with the goods will know what year they are.
Attention to ordering:
1. Calculate the number of clothes to be displayed according to the business area of children's clothing store, and calculate according to the number of middle island and side cabinets in the renderings made by the manufacturer. The cross bar hanging on the side of Nakajima is 1.2 meters, with about 2 pieces for spring, summer and autumn clothes and about 15 pieces for winter clothes. Hanging clothes are about 5 pieces in spring, summer and autumn, and the first piece is hung into a set; Hanging 2-3 hooks; 2-3 stacks are stacked in Nakajima, and 2-3 pieces/stack. In addition, we should also consider the break-even point.
2. According to the climate characteristics, the ratio of spring and summer clothes is 4.5: 5.5, and the same is true for autumn and winter clothes. The ratio of trousers to tops is 4.5: 5.5, and there are many tops. Hainan customers can't order winter clothes, and Northeast customers need more winter clothes.
3. Reserve about 2% inventory when ordering. For example, if there are 1 pieces of clothes displayed in the store, you should order 12 pieces. After the clothes are sold, it is impossible to display them after they are purchased, but take them out of the warehouse.
4. The children's wear display at the manufacturers' ordering meeting is divided into stories and series. If you think this series sells well, you will order it centrally, instead of disrupting the series. The designer just wants to make the children's wear in each series easy to match. For example, in 29, Nike kids had a series of urban boys, and most customers concentrated on ordering this series if they were optimistic. Of course, it is not absolute. Some smart bosses and children's wear consultants are good at matching different series, which gives people a refreshing feeling.
5. Specific to each garment, new customers have a large order quantity in the middle and a small order quantity in both sizes, such as four sizes of 1, 11, 12, 13 and 14. The minimum order quantity is 1 piece in yards 1, 2, 2 and 1,1, and 2 pieces in yards 11 and 12 ... Old customers often have the same order quantity. The ratio of men to women ordering casual children's wear is generally 4.5: 5.5; The proportion of boys in sports classes like Nike kids and Adidas kids is higher than that of girls.
6. In combination with preferential policies, manufacturers will generally order tens of thousands, enjoy several points of preferential treatment or other material support policies, and almost add orders, but not add much.
7. Consider matching and out-of-season clothing: to order down jackets, you must order matching sweaters and shirts (or underwear and T-shirts); Booking out-of-season clothing can promote sales and promote the sales of clothing in the current season.
fourth, decoration and display
first, ordering and decoration can be carried out at the same time, let's talk about decoration first.
1. renderings are generally designed by manufacturers, and large companies such as Nike are decorated by designated companies, and customers can pay for them. Some brands have strict requirements for a unified national image. Customers can buy props from manufacturers, and some manufacturers will give them some support.
2. If customers decorate their own stores or make props, they should pay attention to choosing decoration companies and find more than two companies to quote. If the brand is above the mid-range, look for a decoration company when decorating, not a street guerrilla. Take the renderings issued by the manufacturer and let the person in charge of the decoration look at them and compare them separately, so that you can feel the advantages and disadvantages. Of course, choose a company with low quotation and good reputation. In the contract, indicate the installment payment, leaving 5-1% of the final payment linked to after-sales service; Overtime completion, how to punish, etc.
3. If the exclusive store or cabinet belongs to a shopping mall, the decoration deposit, property management fee, water and electricity fee should be paid to the shopping mall during the decoration, and the customer should also collect the photos of the construction workers and go to the shopping mall to apply for certificates. If they find companies that often decorate shopping malls, they are familiar with shopping mall procedures. It should be reminded that the mall will accept the decoration results, and the fire department will also accept them. The acceptance results are linked to the deposit, and the unqualified ones will be detained. The customer remembers to press the decoration company's money. If it is unqualified, it requires the decoration company to rectify it to be qualified and return all the deposits. Generally, spray head is not used for decoration, and the cost is high.
4. Don't fix the high cabinet and the wall when decorating. If the store is demolished or the landlord raises the rent, it will have to relocate or stop business. This happened to Weifang and Erdos customers before. First, it was demolished. Second, the landlord rented the facade to others at a high price. For example, customers should check the materials and brands according to the quotation of decoration companies, and some decoration companies will cheat on the brand and quantity of materials. If Nippon paint is used on the quotation, it will be checked and accepted clearly. The quotation uses 1 meters of wire, and it should be similar. Adding a column after the quotation is the "acceptance" column. At the end of each project, customers should check and accept it against the renderings.
Add or subtract items. During the renovation, some items may be subtracted and some will be added. These customers should also pay attention. The customer should renegotiate the amount of increase or decrease with the decoration company.
5. those who have a door should do it in advance, and the advertisement should go first. Last year, our company opened a street shop in Wangjing, Beijing, and the shopping mall didn't allow the words "promotion" to appear on the enclosure. I made a change and asked the decoration company to spray trademarks and advertising slogans on the enclosure. At that time, it was a trade-in activity and sprayed my adapted poems. The shopping mall didn't say anything, so we should learn to play the edge ball. Looking for relationships in advance and unblocking some departments, Qingdao Nike kids Store opened. Because customers have certain social connections in the local area, he paid less for the decoration.
6. When buying hooks, clothes hangers (provided by some manufacturers), article A and laminates, tell the seller to return more and make up less, so as not to waste. The number of models purchased can refer to the opinions of manufacturers. There should be a rest stool in the store, children's tables and chairs can be placed if possible, and a joyous rocking machine can be placed at the door. Computer, stereo, led display screen, children's vcd, banners, dm leaflets, etc.
second, display
display is to make clothes talk and let consumers buy them together.
1. If there is no big dust in the store or the manufacturer has no special requirements. At the end of the decoration, that is, display in advance, you can't wait for children to wear down jackets before displaying down jackets, and selling sorbet begins in winter! When displaying clothes, children's wear consultants can be trained in commodity knowledge, display knowledge and sales skills. Good shopping malls require children's wear counters to change their display every half month.
2. exhibition formula: center, sub-exhibition, key exhibition, pattern overlapping, human appearance hanging, front side, color matching and dynamic.
1) delimit the center: the image wall that customers first see is the exhibition center, and the golden position is located at the waist and slightly above the head. Not too high or too low, we should take care of the height of Chinese women.
2) sub-display: divide the image wall into boys' and girls' areas, or children's wear and supplies areas. Children's wear is subdivided into baby, small child and big child areas. Baby clothes should be close to the display position of underwear and articles (bottles, pacifiers, milk powder, breast pumps, molars, etc.) to promote joint sales.
3) key exhibition: the clothes recommended by manufacturers every season should be worn on models or hung in golden positions or stacked, and the clothes on models or in golden positions are easy to sell.
4) Stacking (spreading) patterns: Down jackets can't be stacked in winter clothes, but other clothes can be made. Use 2-3 clothes to stack the patterns on the clothes. One clothes has Mickey patterns, and three clothes are stacked in heads, trunks and legs to form a "tofu block". The colors of the three clothes can be the same but different. You can also spread out your coat and trousers on the exhibition platform respectively, or spread out several pieces of the same clothes according to the method of large size at the bottom and small size at the top, and the colors can be different or the same color, giving people the feeling of selling a bunch of mountains.
5) hang human beings: the first dress to be hung should be well matched with underwear, shirt, sweater, down and trousers, so as to look like a real person. Underwear cuffs and sweaters should be stretched out, and necklines should be set up separately to create a "cool" feeling. Roll up one of the trouser legs. Symmetrically display boys' or girls' children's wear, such as boys holding the right trouser leg and girls holding the left trouser leg.
6) The front side is staggered: the top side is hung with a coat, and the bottom side is hung with a vest, underwear, shirt, sweater, trousers, etc. matching with the coat.
7) color matching: the colors echo up and down, left and right, and a suit that is hanging or worn by the model, such as the neckline or cuffs of the coat are lace, and the pants are preferably lace jeans or other lace pants; Red underwear+white coat is hanging on the left or on the model, and white underwear+red coat is on the right. Navy blue coat on the left, navy blue pants on the right.
8) Dynamic: the cuff of the coat hanging on or on the model is fortress to the pocket of the coat or trousers, like a child's hand in a pocket; Slip plain paper into the trouser leg, and pin the trouser leg at the popliteal joint, so as to bend the knee of a child.
3. Models wear
1) Full-body models: Children's wear models are generally 6, 8, 1, 11cm in height, etc. It is best to buy soft models, and the arms and legs can pose differently as required. The clothes on the full-body model should be matched with the climate at that time, and underwear, shirts, sweaters, coats, pants and so on should be put on in winter. Full-body models can be placed in the window, and baby full-body models can be placed on the side cabinet floor higher than Nakajima. Bust model: It is often placed on both sides of the image wall, and mainly wears some clothes that are recommended.
2) Special matching: clothes of different styles and colors can be worn on the same model, such as long-sleeved T-shirt+half-sleeved T-shirt+pants of different styles, with large size inside and small size outside and trouser legs rolled up outside. Turn up the neckline, cuffs and hem to attract customers' attention. Female models can wear T-shirts+suspenders+open-neck shirts+big skirts from the inside+small skirts. The skirts are pulled up with fishing lines and look like proud as a peacock in the distance, or they can wear a skirt to make a classic look like Monroe.
3) some common sense: lingerie or other clothes should be worn in suspenders and vests (waistcoats), and they should not be displayed separately.
fifth, opening and performance improvement
children's wear sales are obvious in the off-peak season, so pay attention to it.