About opening a bra shop? Ask god for help

1, determine the bra sales price (determine the investment brand or relatively ordinary underwear according to the local consumption power of the store) 2. The risk of the bra store lies in the inventory. Because there are many sizes of bras, are you ready for enough money to operate them? 3. The upfront investment includes rent, decoration, handling fee and payment. Rent:16,000 yuan (4,000 yuan/month, get three things for one free); license fee: 2000; initial purchase: 30,000 yuan (calculated by about 20 square meters); decoration:10,000; total: 58,000; liquidity requirement: 10004. Operation is a big problem. Any retail goods in the channel system are related to the development trend of retail channels, and underwear products are no exception. In a mature commercial market like Shanghai, we can see the following formats: convenience stores, discount stores, wholesale markets, hypermarkets, supermarket chains, department stores, 5 yuan stores, discount stores, shopping centers, specialty stores, professional chain stores, professional markets and so on. From the perspective of channel selection of underwear enterprises, discount stores, wholesale markets, hypermarkets, supermarket chains, department stores, outlet stores, shopping centers, specialty stores, professional chain stores, professional markets and other retail underwear products are all involved. Because the brand positioning of underwear products is different, the channels for choosing different grades of underwear brands are also different. The exclusive store system is a good channel system with expansibility, which ensures the professionalism and expansibility of the brand. At the same time, it also has the weakness of narrow crowd and low flow. As for what kind of products can choose the store system, I think any grade of products can be. High-end brands and low-end quantities can only be achieved by specialty stores. In particular, it is pointed out that low-end products can be successful by relying on the specialty store system. The reasons for choosing the exclusive store system are as follows: First, for high-end products, the location of department stores is always limited. Because it is a scarce resource, based on the high cost of department stores, because there are high entrance fees, high discounts and regular elimination systems; Second, for low-end products, the bargaining power of supermarkets and supermarket chains is getting stronger and stronger, and the prices of goods in the field and infield are getting higher and higher, which is an inevitable factor for low-end products to take channel innovation; Three specialty stores have realized real-time information communication among manufacturers, and have strong operability, and can form a certain competitive advantage in a certain area in terms of manpower, cost, price, consumer preferences, brand and so on; Four specialty stores are actually a service terminal and an experience terminal, which is easy to form customer loyalty; The five specialty stores are highly reproducible. As long as the management is in place, the win-win situation of manufacturers can be expected. Of course, how to effectively solve the fatal weakness of specialty stores (narrow crowd and flow) is the basic point of the success of the specialty store system. There are two levels of store operation: single store operation and whole store operation. This article only discusses single store operation. The operation of a single store generally includes these three layers: the opening of the store, daily management, marketing and sales. The opening of a specialty store includes the following steps: market adjustment, site selection, contract signing, approval, decoration, recruitment and opening. Market adjustment and site selection is a very important step. Consumption capacity, target population, competitors, sales forecast, balance point forecast, etc. All these decide the choice of location, rent, location, people flow, space scale and future sales. Let me remind you that the core decision makers and buyers of underwear products are all women, whether it is the wedding market, the silver-haired market, the daily market or the single market. In this way, the purchasing trend of core consumers is the key point of underwear store location. For example, the overall purchasing trend of women aged 20-23 is very different from that of women aged 23-25 and 25-28. Besides, location is positioning, which market segment to position, and where the store needs to be positioned, which is the key to the success of underwear stores. The size of the store depends on the strength of the operator. Generally speaking, there are flagship stores, model stores and ordinary stores. Flagship stores are generally above 100 square meters, belonging to brand display stores, with all categories, targeting all target consumer groups; Model stores are roughly 50-80 square meters, often targeting 2-3 market segments; Ordinary specialty stores are between 20 and 50 square meters, which are only aimed at the 1-2 market segment and are often core products. After the site selection, the original owner is generally sought when signing the contract. If it is a transfer, a part of the transfer fee is required, and it usually takes 3-5 years to sign the contract. There are two considerations here. First, the rental price is rising year by year, so it is necessary to sign a long-term contract to ensure the controllability of the rental cost. Second, if the business fails, signing a long-term agreement is conducive to the transfer. Decoration standards will be provided by most underwear manufacturers. Generally speaking, the spatial layout of a specialty store needs a vertical hanging area, a window display area, a model display area, a cashier and an inventory area, and a larger one needs a new product display area and a raw material display area, which will be provided by the specific design manufacturer. While decorating the storefront, the recruitment should be carried out simultaneously. At the same time, it should be noted that opening a store is a good marketing opportunities. Underwear products with different positioning need different levels of shop assistants, middle and high-end brands need mature and dignified female shop assistants, and middle and low-end brands can choose some laid-off female workers, preferably shop assistants with underwear sales experience. But remember, if you do things like being a man, you should control the quality of clerks, otherwise there will be endless disasters. As the saying goes, everything is difficult at the beginning, and opening is the starting point of store business, so it is necessary to plan well. The opening of new stores has an impact on consumers and competitors. If the brand positioning of competing products is the same, the opening of new stores will attract consumers and suppress competing products. It's not specific here. Let's discuss it with the sales department in the market. Daily management includes the following contents: training (including products, consumer psychology, trading skills, public relations skills, clothing, language, etiquette, etc. ), cleaning and maintenance, employee assessment (target assessment, salary), financial management (capital safety regulations, turnover rate, etc. ), consumer contact point management, inventory management (promotional items, gifts, receiving and dispatching, promotional items, etc. ), and customer information management training is a very important part in daily management. Sales depend on people, and the quality of shop assistants is the cornerstone of underwear store sales. A skilled salesman is hard to meet, so it is very important to train those salesmen who have this shortcoming. Skilled product knowledge, stimulating the needs of different customers to promote purchase, being warm and harmonious, capable and open-minded, a good shop assistant is such a standard. For private agents, choosing a good store manager is the key to cultivate and improve performance, and decentralization is a better method. Even if family members enter the store, they should obey the management of the store manager. I would like to add here that "there is no doubt about employing people, and there is also a reason that" the labor cost is small and the income is large ". In training, we must persist in bringing the old with the new and support it with examples, so as to remember. Cleaning and maintenance is a daily job, including not only the floor cleaning in the store, but also the cleaning within 2 meters in front of the door. Shops, display counters and glass should be cleaned, and displayed samples should be replaced regularly, with a cycle of 30 days. Let's talk about several key service contact points between underwear stores and consumers. There are several key contact points: pushing the door to enter, product consultation, product transaction, payment, delivery and pushing the door to leave. Brand impression includes: product impression, logo impression, service impression, use impression and so on. Good service is to solve the service impression left by key contact points to consumers. Ordinary customers push the door and enter, and at least one clerk bows, smiles and delivers a speech: Welcome. When you have product consultation, you should smile and say: You can ask me if you need anything. Don't follow the customer closely when the customer doesn't give any instructions. When you make a deal, you should add: you bought well or you have a good eye, and so on. When making payment, the customer shall be informed of the amount calculation. When delivering the goods, the shopping receipt and the product are given to the customer, and at the same time, promotional information or preferential information can be informed. When the customer opened the door and left, at least one clerk smiled and said, thank you for coming! Of course, these are just details, but customers remember these details, and these details are the impression of taste. For a specialty store, financial management and inventory management are the most important. The daily collection of cash in specialty stores needs strict and orderly management, and specialty stores need to deposit cash in the bank regularly every day, usually between 4 pm and 4: 30 pm. The capital turnover rate is an important index to measure the capital operation efficiency of specialty stores, which requires a small number of high-frequency orders to maintain the rationality of inventory, first in first out, last in first out. The management of promotional items and gifts in inventory management needs special management, because these aspects are prone to problems; The same is true of the management of publicity materials. In addition, it should be noted that the inventory goods should be kept in a healthy inventory of 10 day, neither too much nor too little; If the logistics is convenient and suitable, the inventory should not exceed 3 days. The establishment of specialty stores is also the establishment and improvement of service terminals, so the management of customer information and basic purchase information in daily management is very important. It is an indisputable fact that the marginal benefit of advertising marketing is decreasing in modern marketing, and database marketing can directly and finely serve the target customers, so customer data information is an important asset. So all the staff in the store should understand that customers are the parents of the store. Therefore, it is best to register any customer information, and register every time you distribute gifts or promotional items. Marketing and sales include the following contents: sales success rate, promotional activities, store head maintenance and publicity materials distribution, membership card, regular display change, customer interception, publicity of target groups in business circle, customer experience, regular telephone calls, sales and maintenance of major customers, return handling and consumer dispute handling. Let's formally talk about marketing and sales. Opening is a very important marketing activity, and efforts should be made in overall planning and preliminary preparation. We see that the common means of opening promotion are low prices or buying gifts in large quantities. In the operation of underwear stores, we don't advocate discounts, because frequent discounts will make consumers lose confidence in the brand. However, in the early days of starting a business, in order to attract people, it is still necessary to buy gifts or give gifts. One thing to remember is that the gifts or giveaways given at the opening should not be for the brand, but should be practical and match the brand. How to attract people, retain people and even become loyal customers is a sign of the success of store management. Answer the attractive questions first. In marketing, "push and pull" is the same as attracting people. The promotion of underwear stores includes regular window changing, regular display changing, store head and pop maintenance and updating, promotion and product notification. A well-run specialty store should change its window at least once every two months, each time containing a theme. The display in the store also needs to be consistent with the theme of the window display. The whole exhibition area should be changed every 65,438+0 months, and the display of important samples should be changed every 65,438+00 days. Only when there is change can it be fresh, and consumers will be attracted to specialty stores. Store head should be kept clean, POP and promotional notices should be creative and consistent with the theme in the store. "Pull" includes the publicity of the target group in the business circle, customer interception and member clubs. It is through publicity and promotion that Laura draws customers into the store. I think there are several ways to promote the target group in the business circle: transmitting promotional information, publicity for the community, fraternity for specific groups, bringing the old with the new and so on. These methods are often used in medicine and health care products, but grafting them into underwear products should also play a certain role. How to retain customers is the key to people entering the store. The ways to retain customers are: customer experience, promotional activities, sales success rate, membership card, etc. The consumer buys a product because he has the impulse to buy it. Therefore, the key to retain customers is to study every psychological activity of customers' desire to buy, and put forward solutions one by one. Customers entering the store are nothing more than these categories: curious people, information collectors, suspicious people, people who compare prices everywhere, unwilling people and spies. Persuade the curious and impress him with service and quality. Focus on comparing the advantages and disadvantages of information collectors, and give him solutions to problems. Skeptics should use empirical evidence to build their confidence and solve the trust problem by trying on demonstrations or the appearance of consumers. Tell those who compare prices everywhere about the promotion and settle accounts for him. If you are dissatisfied, you should ease the stagnation, find the problems and solve them one by one. For spies, it is best to be inscrutable and spread some false news. Remember, 30% discount or single product page is an important tool to improve sales success. For every interested customer, it is best to let him experience the product, let him remember the good product, and form a clear difference with the competitors. For customers who want to buy or are buying, membership card is a good promotion tool. Loyal customers are the quality assets of specialty stores. Call back, member clubs, promotional information and holiday gifts are all good methods. I won't discuss it here. In addition, the sales of key customers will be a bright spot on holidays. When selling key customers, it is important for decision makers to feel that they have face, and employees of key customers like it very much. The above is very simple. In actual operation, every link has something to dig, and the experience gained in actual operation is far more useful than this article. However, if these problems are solved, the prosperity of specialty stores is inevitable. If underwear enterprises can make every store successful, then such brands will naturally shine. The above is just to attract jade, I hope underwear enterprises can flourish! 5. Finally, I hope you can contact 02 1-64033666 for more accurate and detailed information.

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