Underwear store, in the past two years the development of special fast, open underwear store, becoming more and more young primary entrepreneurs choice. There are several main reasons: First, because of the improvement of living standards, women have more and more requirements for underwear; Second, the growing market needs, making stores become an effective and necessary sales channels; Third Because the price of some underwear brand is more suitable for taking the store sales model; Fourth, because the threshold is not open a store, financial pressure is not large, the competition is far less sweater coat, which attracted more and more Investors.
Under normal circumstances, the investment of five or six million to open a decent brand underwear store, looks very simple, but the actual operation, the underwear store is far more complicated than clothing, for example: clothing is usually only a few A S, M, L and a few yards, while underwear is very subdivided, the same sub-points A, B, C, D several levels, while there are 70,75,80,85 and other different sizes, Colors are more numerous. The same paragraph number of the product may have eighty or nine different specifications of products to choose from, by accident, it will cause a lot of inventory backlog. Open a lingerie shop is easy, but to make a more substantial profit is to make a little effort. I have been working in the underwear industry in recent years, has been studying how to make the store's performance can be stable and profitable, while improving the performance of the store is also a lot of underwear business has been studying the issue. In the final analysis, enterprises rely on the terminal to pull, and some enterprises spread across the country outlets, but sales have been growing, why? Of course, the terminal is not enough tension. In other words, the terminal stores operating unsatisfactory, and can not even drive the entire sales chain. Summary In recent years, underwear marketing front-line experience, to run a good underwear store, at least in the following aspects should do a good job.
Underwear shopkeeper seven steps to success business secret
This article is provided by the romance season lingerie: http://
Underwear store, in the past two years the development of special fast, open underwear store, becoming more and more young primary entrepreneurs choice. There are several main reasons: First, because of the improvement of living standards, women have more and more requirements for underwear; Second, the growing market needs, making stores become an effective and necessary sales channels; Third Because the price of some underwear brand is more suitable for taking the store sales model; Fourth, because the threshold is not open a store, financial pressure is not large, the competition is far less sweater coat, which attracted more and more Investors.
Under normal circumstances, the investment of five or six million to open a decent brand underwear store, looks very simple, but the actual operation, the underwear store is far more complicated than clothing, for example: clothing is usually only a few A S, M, L and a few yards, while underwear is very subdivided, the same sub-points A, B, C, D several levels, while there are 70,75,80,85 and other different sizes, Colors are more numerous. The same paragraph number of the product may have eighty or nine different specifications of products to choose from, by accident, it will cause a lot of inventory backlog. Open a lingerie shop is easy, but to make a more substantial profit is to make a little effort. I have been working in the underwear industry in recent years, has been studying how to make the store's performance can be stable and profitable, while improving the performance of the store is also a lot of underwear business has been studying the issue. In the final analysis, enterprises rely on the terminal to pull, and some enterprises spread across the country outlets, but sales have been growing, why? Of course, the terminal is not enough tension. In other words, the terminal stores operating unsatisfactory, and can not even drive the entire sales chain. Summary In recent years, underwear marketing front-line experience, to run a good underwear store, at least in the following aspects should do a good job.
First, choose a good brand and the appropriate shop location
Choose what kind of location to shop, it depends on your own investment ability to decide, the better the business will certainly be better, but the risk of such investment is relatively large. Under normal circumstances, should choose the local clothing sales atmosphere of the pedestrian street, the location certainly not too remote, the wine is also afraid of alley deep, and the location must be targeted consumer groups frequented places. Choose what kind of brand will be based on your local economic level to decide, and the manufacturers behind the brand must have a certain strength and long-term development of the market's determination, rather than the kind of opportunistic business, or bring endless trouble; and The brand's product quality must be perfect, because the underwear is personal items, product quality is crucial, inferior products will not be careful will hurt the delicate skin, it was consumer complaints that would be troublesome.
Mature high-end underwear brands generally shopping malls as the main sales channels, in order to protect the mall's business, they give stores discount discounts are usually higher, the profit margin is relatively thin. And regular shopping mall inevitably affect the store's business. Therefore, the general middle and low brand stores more suitable for sale, the price is moderate, the profit margin is relatively large. And low-end brand shopping malls are generally relatively weak channel, not susceptible to price shocks.
Second, the building storefront image
The image of the shop is very important, because you are a specialty store, not a grocery store that can be freely negotiated, must be decorated with a certain taste and style, it is necessary to highlight the brand style, and the atmosphere must be consistent with the consumer psychology of female consumers, so that consumers After purchase also feel value for money.
Store image system is divided into several major blocks
1) shop head shop directly determines the scope of your business and management level, if it is open underwear shop, a striking shop to attract the attention of a woman's head is very important. You can use high-end crystal word door or colorful inkjet.
2) The image of the painting store image, the main image of the painting determines the overall tone of your product and brand, the main image of the affinity of the painting is also very important to the customer. Moreover, the image is closely related to the main push style.
3) POP in the store can display the company's strength is essential POP, as well as the company's license plate, brand name plate, etc. These can increase the persuasion when sales, as well as product brochures and posters, but also to attract customers One of the direct reasons for buying.
4) The window is the most able to see the product quality and grade of the window, the window must be arranged to style, but also the most attractive to the woman's eye, some important information such as new product listing, promotional information can be timely displayed in the window.
5) Salesperson salesperson should wear a clean uniform uniform dress, it is best to manufacturers to buy, in order to ensure the unity of the brand. And salesperson's behavior, behavior must be standardized, mental outlook should be full.
Third, choose the right style and color
After determining a good brand, you must choose the right style. Any one brand, can not all models will be popular, so, you should mainly run the best-selling style, so you can save money, speed up the process of customer selection, enhance customer interest in the product. In addition, the product's comfort is very important, wearing uncomfortable underwear will not be back to customers. Product mix is ​​a deep knowledge, there must be a different series of products to fully meet the needs of women's underwear. And different regions of the female breast shape is not the same, the color preferences are not the same, different climate conditions led to different regions of the lingerie portfolio are also very different, such as northern chest full, size should choose larger, while the South Women are small and exquisite, the small size must be popular, the winter color should be dark, the summer color should be shallow, the red must be the best-selling color for the Chinese New Year holidays. Product Hanging is another art, best-selling style and color must be displayed in the main location, linked to the visual display is also very important, into the shop customers must feel the overall display of cleanliness and taste. Women are emotional animals, beautiful shopping environment will stimulate their desire to buy.
Fourth, training excellent salesperson
Underwear because of its privacy so it is very special, I contacted a lot of lingerie shop proprietress, many people sold for decades underwear, it is not clear bra size A, B, C, D in the end is one thing.
First of all, the clerk to practice a pair of eyes, that is, a customer into the store, you must clearly see that she probably wear what kind of cup is more appropriate, rather than using a ruler to measure, and then you can be more accurate Of her recommendation, which of course requires a good sense of judgment, but the best salesperson usually can do this, the principle and sell oil Weng's hand cooked is the same. The best salesperson in the 28 to 40 years old, young girls give people to recommend underwear inevitably some authority is not enough, too old, but also inevitably will not have their own image.
Buy underwear must try on, absolutely can not intuitively, because different brands of size specifications are not the same, so responsible for the storekeepers should try to convince the customer to try on, so as to ensure that customers buy underwear close personal comfort, increase customer satisfaction Brand's favor and keep returning.
Terminal sales eventually rely on the salesperson to complete the survey data show that clever sales and poor sales turnover between the business may be a difference of more than 8 times. Whether you are a salesperson or a salesperson, you are sure to ask a company trainer for professional underwear knowledge and marketing training.
Five, strategic advertising promotions
Under normal circumstances, targeted advertising is more direct benefit, a small lingerie store, of course, can not have a lot of media advertising to invest, but can spend some small money to do something, for example, in the main street Pull banners for promotional activities, make a light box in front of the store, or send small leaflets and coupons at crowded spots. You can also plan to do a showcase, one or two models to do live show, using some local media reports speculation, but also quickly gather popularity and enhance visibility.
Terminal promotion is always a magic weapon for women, and now the underwear brand manufacturers generally have some promotional items available, attractive promotional gifts both to deepen your feelings and customers, closer distance, but also your business products to maintain the stability of the price does not discount Good excuse, at the same time, a good promotional product is a mobile advertising. Conditions permit, there should be long-term promotional activities, at the same time, promotional activities to be constantly changing, giving consumers a fresh feeling.
Sixth, develop loyal customers
Underwear products, customer loyalty is much higher than the fashion, clothing often have too many styles, color or seasonal choices easy to shift the interests of women. The underwear style changes and choices are relatively smaller, underwear is personal items, and women are more likely to cultivate feelings in the dress, usually, the brand underwear female consumers, the general purchase of the number of the three brands are around.
Faithful customer training is the need to work hard, women have the same things to share more with the characteristics of the decision, the experiment shows that a loyal customer will give you at least about 5 customers to buy, and these new customers may be Become your loyal customer. This will gradually form a huge and stable sales network. Therefore, often with the old customers to cultivate a closer relationship is a good shop to open a required course. Old customers can often provide some unique service, it is better to give promotional gifts, birthday or holiday send a greeting card or send some greetings, timely promotion notification information, regularly organize some old customers fashion salon and other activities, the customer base firmly .
Seven, promptly clean up inventory products
Business must inevitably encounter inventory problems, you can never be 100% of the sales of imported products, in dealing with the slow-moving style, must be decisive, the deal must handle the deal, because the backlog will only lead to an increasingly devalued product, but also Will bring greater financial pressure, resulting in the normal flow of cash. For backlog of products can be cut or treated as gifts or other promotional methods to deal with. At the same time, you should also count your inventory frequently, have a clear picture of the product and analyze the sales data in detail to reduce the risk of backlogs.
More clearly to know that, sometimes, the result of hard shop down, the money earned is inventory, inventory clean up, it turned into cash profit.
Do you know how to run a good underwear store right now? According to what I said above, congratulations, you have been successful more than half. If you have sufficient financial strength, the store location is absolutely good, and your city economy is more developed, then congratulations, you must have been very successful. There is no off-season market, only the off-season thinking; success in the sky, to seek work in people.
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