I want to open a clothing store in Beijing next year. I hope you can give me some advice?

Opening a franchise store is a bit particular about site selection and store size.

Shop address: Opening a shop is the most popular, and it is ideal to open a shop in a place where people are concentrated. You can also choose to "settle down" in clothing street and pursue scale effect. As long as the store is run with characteristics and the brand effect of Horslet, it will naturally attract a fixed customer base.

Business area: master the number and flow of people in your area. The business scale can be large or small, but the small space cannot be too narrow. Otherwise, there will be too many guests and it will be embarrassing to squeeze into the store. Take Gu Dajie's "nobility" in a boutique women's clothing district in Beijing as an example. The business area is 33.8 square meters, and 26 exhibits can be hung on both sides of the wall. This shop looks spacious and imposing. Gu Dajie's personal experience is that the business area of clothing stores should generally not be less than 20 square meters, and 50 to 130 square meters is the most suitable.

I want to know more about how to open a shop.

Generally speaking, a good shop website has some common characteristics, which can be summarized by the above questions. These functions are:

(1) Areas with frequent business activities

Such areas are generally commercial centers and downtown areas, and the turnover of areas with frequent commercial activities is bound to be higher. Such a store site is the so-called "land of gold". In such areas, logistics is fast, and for the clothing industry, the trend of clothing is also fast. If the goods flow slowly, it may be out of date before the clothes are sold, so the area with frequent business activities is an excellent location for clothing stores.

(2) Areas with high population density

If you open a store near a residential area, the population is relatively concentrated and the population density is high, then people will patronize the store more frequently and business will be easy to do. In such areas, people of all ages and social classes have it. It is easier to choose various styles or types of clothes, and there will be more customers. Moreover, because the population has always been very mobile, it is easy to grasp the daily sales, so the sales will not suddenly rise and fall, which can ensure the stable and rich income of the store.

(3) Streets with heavy traffic

Shops are all in this street, with a large flow of people and relatively more customers patronizing the shops. However, it is necessary to consider which side of the street has a large passenger flow and some terrain or traffic effects to choose the best location. For some places with a lot of passengers, but because it is a traffic artery and the passengers are commuting places, it is not the best choice for clothing store addresses.

(4) Areas with convenient transportation

Only when the traffic is convenient, customers are willing to patronize and go by car. Generally speaking, it is best to have a bus stop nearby, or a shop where customers can walk less than 20 minutes.

(5) Places where people gather or get together.

For example, near theaters, cinemas and other places of entertainment, sometimes people who are leisure and entertaining will be attracted to hang out in the store, and many people will buy it. Clothing is popular quickly and has many styles. As long as people can buy clothes with unique styles and can't buy them elsewhere, people will buy them. Moreover, most of the people who come to this entertainment place are young people, and they have a strong psychology of pursuing fashion. So opening a fashion clothing store in these places will attract a large number of young customers who follow suit.

(6) Blocks where similar shops gather

For shopping goods such as clothing, if they can be concentrated in a certain location or block, they can attract customers more. Because there are many shops dealing in similar goods, customers can have more opportunities to compare and choose here. For example, Hakka Lane Street in Chengdu is a gathering place for high-end clothing in Chengdu, and the business is quite hot. East Yulong Street is a leather street. When the weather turns cold or winter comes, people who buy leather clothes will come here for a stroll, and business is self-evident.

Generally speaking, an area with more than two conditions is a good location, and if all of them are available, it is the best location for stores. However, rents in places with these conditions are generally quite high. Shopkeepers should not be intimidated by higher rents, but should carefully analyze how much income they can bring by investing this money. Generally speaking, as long as the idea of opening a store is correct, it means high investment and high return, so you should be willing to invest in the location of the store.

In fact, the high rent of a good store site is not formed in a day or two, nor can it be raised at will. It is a contract formed by landlords and renters in a long-term profit-sharing contest. The rent is so high that renters have no money to earn, and even the best facade can't be rented out. It can be seen that although a good store site is full of land and gold, under normal circumstances, the money earned will always greatly exceed the rent, which is profitable.

So instead of finding a good store, it is better to spend a lot of money to open a big store. Of course, high rents increase operating costs, as well as operating pressures and risks. It is necessary to carefully plan the investment projects and see if the space can do the business of golden prosperity. If there is no Jin Gangzuan, don't make porcelain. If the initial funds are really insufficient and there are good stores in other areas, as long as they can be operated properly, they will be equally profitable.

How should I decorate my shop?

Facade decoration: The facade of Horslet is uniform in style, and you can make some special decorations suitable for your style according to the surrounding environment. Generally, the facade should be provided with floor-to-ceiling windows and several models, so that people can see it at a glance from the outside.

The layout in the shop is as simple and refreshing as possible. Wall hanging clothes are basically recommended clothes this season. The shelf is empty and the clothes are hanging. If there is not much space, you can replace the shelf with a laminated glass table in the middle.

Lighting layout: Clothing stores attach great importance to lighting effects, and stores generally need to purchase two types of lamps: warm lamps and spotlights. The light emitted by the warm lamp is warm, does not change the color of clothes, and is suitable for illuminating clothes; The light refracted by the spotlight is dazzling and beautiful, which can make the whole shop bright, but it will cause color difference of clothes, which is not suitable for fitting room or fitting mirror.

Take a 70-square-meter shop as an example, you need to buy 20 warm lamps (about 40 watts each) and 16 spotlights.

Clothes hanger: There are many kinds of clothes hangers to choose from, including ordinary clothes hangers, rattan clothes hangers, sitting clothes hangers and iron clothes hangers. Note when hanging: sweaters or sweaters are best hung on sitting hangers. Never use an iron hanger, or the shoulders of clothes will be deformed.

Sorting box: Don't pile all kinds of clothes in the room at will, which will make the shop look messy. It's best to buy some plastic sorting boxes to store clothes.

Air conditioning: equipped with air conditioning, so that customers will not be affected by temperature when trying on clothes in summer or winter.

Is there a problem of fraud?

Horslet conducts regular surveys in some areas. If unauthorized shops are found, Horslet will resolutely use legal weapons to safeguard the rights and interests of this enterprise and its agents, so you can rest assured.

Is there a problem of imitation?

There are many similar clothes on the market now, and there is mainly a problem of imitation. Therefore, if the store has a new style and it is not in the peak season, it is best to "store" the clothes to avoid being copied. In addition, Hoslet has a strong design force as the backing, and there will be new styles of clothes on the market soon, so you don't have to worry too much about clothes being copied and you don't have a selling point. What you thought of, Horslet, has been solved in advance.

When is the best time to decorate?

Decoration time: Generally, February and July are the off-season of sales. It is best for businesses preparing to open stores to decorate in the off-season and catch up with the peak season after the decoration, which is conducive to the first shot.

What if the clothes are in stock?

It is difficult to avoid product backlog when opening a clothing store, and it is necessary to get rid of out-of-season clothes as soon as possible. Especially for large agents, even if they lose money, it will easily lead to poor capital turnover and affect the overall operation. Horslet is the top ten. If there is too much inventory, Horslet will have a complete solution.

What should I do if my clothes are accidentally damaged?

Sometimes customers will accidentally break their clothes when trying on clothes and looking at goods, but such accidents are not frequent and generally will not affect normal business.

How should I take care of my customers?

You should serve your customers sincerely. When customers ask about goods, you should answer enthusiastically:

Sorry, the goods you want to buy have been sold out. This product is similar to it. Do you think it's appropriate?

This commodity is temporarily out of stock. Please leave your name and contact number, and I'll let you know as soon as I hear anything.

A: It will take two days for the goods to arrive. Please come back then.

-The * * (commodity) you asked, please buy it on the third floor.

Sorry, there are only red and white at present. In fact, these two colors are very nice. You might as well try them.

Sorry, our shop doesn't handle this kind of goods. Please go to the store.

When a customer asks to try on some products that are not allowed to be tried on, the salesperson can politely answer:

Sorry, this dress is light in color and gets dirty easily. It's not suitable for trying on. If you are not sure about the size, shall I take your measurements?

Never use the following languages for customers:

-Why do you keep picking?

-Hey, choose quickly.

You don't have to choose. Every commodity is the same.

-whether to buy or not, go away if you don't buy.

-What are you doing? Let's go

-Are you done?

Don't ask, you're not fit.

Can't buy it.

-Don't buy anything.

A: Don't try it on. It doesn't suit you.

Have you decided to buy or not?

Buy if you can afford it, but don't buy if you can't afford it.

-Don't read it unless you buy it. What is there to see?

-Do you want it or not? Have you thought about it?

-If you want to buy it, hurry.

-What are you yelling about? Wait a minute.

-I'm busy. What's the hurry?

The busier, the more chaotic. It's really annoying

Don't buy it if you have something to do.

-It's really interesting.

-Tell me if you want to buy it. Pull over if you don't buy it. Next.

As the saying goes: if you have questions, you will answer them. When answering customers' inquiries, salespeople should be warm and polite, serious and responsible, and sincerely help customers solve problems. Answering questions from the customer's point of view is the way to win.

How should I recruit employees?

The business performance of clothing, shoes and hats stores depends largely on the quality and performance of employees. Some clothing, shoes and hats stores often attach importance to marketing plans, but due to neglect of the management of shop assistants, the expected results cannot be achieved in the process of implementing retail plans. Therefore, employees are the foundation of an enterprise, and it is very important to attract good employees.

In the process of sales, shop assistants play an important role in selling goods, providing services and enhancing the image of retail stores. When choosing a shop assistant, we should focus on his appearance, communication ability, general knowledge and professional knowledge, loyalty to work, etc.

Clothing retail stores usually choose certain examination methods, including written examination, as the basic basis for selecting candidates when receiving personal information of candidates. There is a written test for the recruitment of shop assistants. The basic purpose of selecting candidates is to test their knowledge level and general abilities (such as perception, memory, thinking, imagination, language, generalization, creation, etc.). The main purpose of the interview is to test the applicant's application motivation and personal qualities (such as mental outlook, appearance, personality, honesty, values, etc.). ) and the professional ability to engage in retail work (such as the ability to treat people and observe)

Dealing with many customers every day is the basic feature of a salesperson's job. A shop assistant must have abundant energy, good interpersonal skills and noble professional ethics in order to provide satisfactory service to customers. Therefore, when recruiting shop assistants, it is necessary to examine the quality of candidates from the following aspects:

(1) physical fitness. In order to match the image and product mix characteristics of retail stores, there are special requirements for the health, body shape, height, age and gender of shop assistants.

(2) personality. Mainly from the general ability, temperament, personality and other aspects of the applicant, the basic requirements for the clerk include: studious and enterprising, flexible thinking, strong observation ability, strong communication skills, quick action, enthusiasm and generosity, cheerful personality, honesty, careful work and patience.

(3) working ability. The investigation of work ability can be carried out from the aspects of education level, professional knowledge of goods, retail service skills and work experience.

Employees are the vitality of the store, and a good employee will bring an unexpected leap to the store business. A good employee should have good physical quality, strong working ability and perfect personality.

How can I run my own business well?

First determine the target audience, that is, what level of people you want to sell it to.

Second, the analysis of competitors, the operating conditions of competitors, their characteristics, shortcomings and positioning.

Third, the estimation of people flow and the setting of business circle scope.

Fourth, the search for purchase channels, the number of purchases should not be more at first, the variety should be more, and the quantity should be less. After a certain period of time, you will know what kind of good sales will be more.

6. The style and price of purchase.

Understand and pay attention to the latest trends.

Eight, good after-sales service.

Nine, treat people with sincerity and keep promises.

How to fight against business depression?

First of all, the display of goods must be unique. Small shop space, limited display of goods, in order to attract passers-by to stop spending, we must pay more attention to the display of goods. It is best to change the display of goods frequently, which gives people a refreshing feeling and improves the turnover rate of goods.

Second, create a sales atmosphere. When people are popular, they will naturally attract customers to their homes. When no one patronizes, they will also sort out the goods and adjust the decoration from time to time. Never sit at the door with your legs crossed, which will make customers who plan to come to the door feel rebellious, or feel that the goods in this store are not up to standard.

Third, business innovation. It is necessary to quickly reflect the fashion, "develop" special products, and let customers feel that "if you don't buy this time, you can't buy it next time."

Fourth, cultivate customer loyalty with quality service. It is best to try to catch every customer who comes to the door. It's best to remember the preferences of old customers and take the initiative to introduce products they may like. In addition, accepting customers' personalized orders or quickly adjusting products can also improve consumers' loyalty.

5. Accumulated discount on holdings. First-time customers will issue a membership card. When they come for the second time, they can get a 10% discount on goods, a 20% discount for the third time, a 30% discount for the fourth time and a 30% discount on future shopping. In this way, you may earn less money at one time, but the popularity of the store is strong enough to resist the risks brought by the economic downturn.

How should I price the goods?

Price is the most sensitive topic for customers to buy products. Generally speaking, people always want to do more with the least money. Many stores have lost a large number of customers because of unreasonable product prices. Pricing by using people's shopping psychology is to avoid customers.

1, low-cost penetration strategy

As a merchant, no matter what pricing strategy is adopted, the ultimate goal is to make money, which requires that the price must be based on the cost and cannot be sold below the cost. Therefore, in order to maintain the competitive advantage of price, we must start from the source, directly purchase in large quantities, reduce intermediate links, improve operating efficiency, strive for manufacturers to make profits, do everything possible to reduce costs, implement small profits but quick turnover, and win at low prices.

2. The method of filling the vacancy with surplus

Attract customers to buy their own products in large quantities at low prices, and at the same time profit from related products. At present, many "foreign supermarkets" set the price of electrical appliances at a very low level to attract customers and make profits on various auxiliary equipment.

3, flat low tail method

It's just that the "dragon tail" of the price has dropped slightly, giving people the feeling that it has dropped a lot. For example, 198 yuan's bid price and 200 yuan's bid price often give people two levels of feeling. In fact, the difference is only 2 yuan, accounting for 1%.

4. Illusion pricing method

There is a supermarket with 500g milk powder, which costs 9.30 yuan, and there is a product with 450g milk powder, which costs 8.50 yuan. It sold well for a while, because consumers are sometimes far less sensitive to weight than the price. After careful calculation, you will find that the unit pricing of the two is almost the same, and the latter is slightly higher.

5. Seasonal discount

A pricing strategy that determines whether to discount and how much to discount according to the off-season of products and the time and quantity of consumers' purchases. The "seasonal sale" launched by many stores belongs to this type. This kind of pricing is used properly, which can not only attract consumers, but also effectively adjust the situation of too few passengers in the off-season, so that stores are ordinary customers.

6. Psychological pricing strategy

In view of consumers' consumption psychology, many "foreign supermarkets" like to leave a small tail on the price when pricing. Among the goods they sell, the mantissa is only about 15%, about 85% of the goods are non-integer, and the mantissa is mainly odd. When a commodity is priced in 99 yuan, people will think it is cheaper than 100 yuan, while when it is priced in 0 yuan, people will think it is too expensive, which seems to be a step higher than that in 99 yuan. Using psychological pricing strategy will give people the impression that the overall price of the store is low, so as to attract and retain customers.

7. Others

When adjusting the commodity price, erase the original printed price with a red pen, and write the new price in yellow next to it. This method seems simple, but it is also a strategy to use customer psychology to price. The secret lies in: First of all, the original price tag is a printed number, which often gives people the feeling of authoritative pricing. And the new price of handwriting will make customers feel cheap. Secondly, yellow gives people a particularly cheap feeling. Marking the new price with a yellow pen makes customers look attractive.

How can I promote sales?

Promotion is the quickest and most effective way to enhance popularity, but only if you know how to promote it, otherwise it may be counterproductive.

1, do a good job of publicity before promotion.

The smell of wine is also afraid of the depth of the alley. No matter how good the promotion means, consumers don't know, and they can only "stillborn". Doing a good job of publicity before promotion is the premise to achieve the promotion goal.

Generally speaking, the radiation power of a storefront varies according to its own strength, and the publicity work outside the radiation scope of the storefront can only be a waste of money, which does not play any substantive role. Promotion should be carried out within the radiation range of the store and targeted at the target consumers.

For powerful shopping malls, TV advertisements and powerful media can be used to convey information to consumers in all directions and through multiple channels, while ordinary small and medium-sized stores do not need to "fight", distribute leaflets around the stores, make full use of in-store broadcasts, posters, store signs and other resources, or use propaganda vehicles and other tools to achieve the corresponding goals. At present, the promotion policies of many shops are "come gently" and "go gently", which can't arouse a ripple in the crowd, and naturally it can't achieve the purpose of enhancing popularity.

2. Clever promotion policies

Whether the promotion method is reasonable or not is directly related to the promotion effect. When formulating the promotion policy, we must first investigate the target customer market, have an overall grasp, and then formulate relevant policies in a targeted manner, so as to get better results.

(1), and exert the charm of the bonus.

Every holiday, McDonald's stores are full of people. What is the reason? It turns out that it is not only healthy, convenient and delicious fast food that attracts diners, but also toys and gifts that attract children. Every toy has a different style and is very creative. The children's needs bring the consumption of the whole family. Children are happy to eat, and parents are willing to pay more when they have toys. The gift cost is not high. Because of the large quantity and low cost, fast food restaurants bring rich returns with a small amount of free gifts.

(2), integral consumption

At present, many shopping malls have introduced membership system, issuing discount cards, and customers can get a certain rebate when they buy a certain amount. For example, 100 employees returned to 20 yuan and 200 yuan returned to 50 yuan, and cashed them in the form of physical objects or shopping vouchers, which attracted many consumers to buy and effectively cultivated customer loyalty. In several ways to promote consumption, the key is to stress credibility, and the promised policies must be fulfilled, so that consumers can get tangible benefits.

(3) Pay attention to innovation

Times are changing, but the promotion of many stores is "unchangeable". In the face of promotional advertisements flying all over the sky, consumers are no longer "cold" about "old faces", and old-fashioned promotional methods have become "deaf ears". Therefore, the promotion means must win by faith. Only the new ones are dynamic, and only the new ones can attract consumers' "eyes".

"Grinding donkeys"-a scene that can only be seen in rural areas-recently appeared in a newly opened restaurant in Beijing. A bluestone millstone is fixed at the entrance, and a gray donkey with an eye patch keeps spinning around the millstone. Food put in advance will soon be ground into pieces, and if customers need it, it will be processed into delicious food. Moreover, there is a well not far from the millstone, and the pulley erected on it can draw water directly from the well. From time to time, curious people come to try their hand, and many people take pictures around the donkey well. The idea of pulling the donkey into the restaurant has opened people's eyes between long-term high-rise buildings, and also made the restaurant more popular and full of customers.

Nowadays, there are more and more promotion modes, but only the way that meets the customer's psychology and needs can achieve good results. Generally speaking, stores should combine the nature of products, the characteristics of different ways and the shopping habits of consumers, choose the right way to win new victories and determine a reasonable time limit. But no matter which way, we must put an end to falsehood in the promotion process, otherwise it will damage the reputation of the store and we can only "lift a rock and drop it on our own feet". At the same time, in the process of promotion, don't ignore the propaganda in the middle and late stages. On the one hand, it will make consumers feel the credibility of the merchant's redemption behavior, on the other hand, it will attract more consumers' attention and desire to buy, on the other hand, it will also enhance the good image of the store and form a good reputation, thus gaining more customers.

How can we improve the visibility of the store?

First of all, customers

To enhance the popularity of the store, we must first know what the target market of the store is, who the target customers are, and who come to shop in the store, which involves the positioning of the store. If it is not clear who will patronize this store, it is nonsense to enhance popularity.

Products have product positioning, and stores should also have store positioning. For example, the positioning of star-rated hotels is government leaders, bosses of enterprises and institutions, foreign guests, successful people and so on. And the positioning of general restaurants is popular, mainly facing wage earners, students and so on. The measures to enhance popularity between the two sides will naturally be very different.

In order to enhance the popularity of the store, we must first investigate the income, consumption habits and purchase methods of residents in the community in combination with the actual situation of the store to determine the location of the store. If the store is positioned as middle and low grade, it should mainly deal with middle and low grade goods, mainly facing wage earners, students and migrant workers. For high-spending "white-collar workers", you don't have to spend any energy or even give up. The main customers of maternal and child health products stores are married women. When considering how to improve their popularity, we should focus on attacking these people.

Only when the store has a clear positioning can it better understand the needs of consumers and better meet the target customers, thus winning their favor. Otherwise, it will only be "drawing water with a sieve" in the end.

Second, convenience.

The principle of convenience occupies a place in the 4C theory of marketing. The so-called convenience principle is that everything is to facilitate customers' shopping and enhance the popularity of shops, which cannot be ignored.

1, optimize the store environment and make shopping convenient for customers.

Relevant theoretical research shows that more than 70% of customers' buying behavior is decided temporarily in the store. Optimizing the shopping environment can not only attract more customers, but also stimulate customers to buy, which is an effective way to enhance popularity.

2, items should be placed reasonably.

It is necessary to arrange a comfortable shopping environment, from the overall style and layout of the whole business hall to how to place each product, which should conform to the customer's shopping psychology. In supermarkets, people often use some daily consumer goods, such as shampoo, soap, drinks and so on. , should be placed in the middle of the shelf where people can reach, and some children like cookies, jelly, toys, etc. It should be placed at the bottom of the shelf so that children can choose (2) clearly priced goods. I believe that many people will encounter troubles when they go shopping because the price of goods is unknown, so every product in the store should be clearly marked, preferably at the top left of the product, so that customers can have a look.

3. Set up a customer lounge.

At that time, "Asia" set up a special venue and full-time staff on the first floor of the shopping area, and set up a "baby entertainment circle" and a "men's lounge". The former takes care of children for shoppers free of charge, while the latter takes care of their escorts for women who are addicted to shopping. The intention of the mall can be described as good and the service attitude is convincing. Ordinary shops don't have the strength to provide special venues, but a chair or a cup of boiling water should be essential.

What should I do if my peers come to visit?

In order to avoid the "snooping" of peers and lose the opportunity to make a fortune, many clothing stores have posted notices on their doors that "peers are not allowed to enter". This move is intriguing.

Selling clothes depends on bringing forth the old and bringing forth the new, and only by selling "no one else" can we have our own economic source. For consumers, especially female consumers, "bumping shirts" is the most annoying thing, and the similarity of "road clothes" is even more embarrassing. But for businesses, in the face of similarity, can just a "no entry" prevent "villains"?

Necessary "self-protection" is of course necessary, and "self-protection" is not to shut out peers behind closed doors. It is better to open the door, invite peers to judge and be an expert, which is more conducive to improving yourself and perfecting yourself. Of course, imitation and effect are everywhere. As long as the supply is properly "encrypted", otherwise it will be "fire-proof, anti-theft and anti-peer" all day. How can we still have the heart to do business?