The process, conditions, precautions and details of opening a luxury physical store

First. Choose a brand. 1. Generally, it is a combination of strong ones. For example, if the customer has strong financial strength and has a business area of ??about 50 square meters in the main business district of a first- or second-class city or a first-class shopping mall, international brands can be selected, such as Nike, Adidas. You can also choose children's clothing that has just been launched by some adult clothing companies, such as Anta, Li Ning, Kangnai, 361, Septwolves, etc. Children's clothing from these companies has just been launched, and there are many blank areas in the market. These manufacturers have certain advantages as they are in the clothing industry, and many of them still have listed companies.

2. If you are weak in strength and plan to open a store in the business district or community of the third- and fourth-tier markets, choose children's clothing with lower prices. Children's clothing with low visibility and price will have more favorable franchise conditions. You can purchase goods at wholesale markets, such as Beijing. Bairong, Jinan Luokou, Shenyang Wuai, Shijiazhuang Nansantiao, Xi'an Kangfu Road, etc.

3. The most difficult choice is between the financial strength and business district, which requires customers to make n phone calls for consultation. At present, the best-selling children's clothing brand in China is Balabala. In the north there are Packlandi and Shuihaier. In Shanghai there are Goodbaby, Liyingfang, Babu Dou, etc., and there are also many in Guangzhou. Take Paklandi as an example. Some cities are doing well and the market is saturated. For example, if Paklandi is doing well in Datong, others will definitely not have the chance to join. At the end of 2008, I went on a business trip to Tongliao and found that the Paiklandi shopping mall counter there had been withdrawn. The failure of this brand in Tongliao caused other Tongliao customers to be very hesitant when choosing this brand. If a brand fails in a city, it will be difficult to attract investment again. When encountering this situation, you need to do more research, find the original boss or the store to understand the situation, and then call or go to the manufacturer in person to inspect. If the factors that caused the brand's failure have disappeared or can be overcome, go ahead. If the brand does not appear in the city where it is located, 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, some cotton-padded jackets and down jackets developed by some children's clothing manufacturers in the south have poor cold resistance and cannot withstand the cold in the Northeast or Inner Mongolia, or they are released far behind the weather in the city where they are located. For example, Xinjiang and Manzhouli are already very cold at the end of October, and it will be very difficult if the winter clothes have not arrived yet. Impact customer sales. If you arrive one day late, you will lose a day of sales, you will be ahead of your competitors, and you will suffer losses.

4. Some brands are not required to open specialty stores, such as children's clothing supermarkets or children's products comprehensive stores. Some manufacturers that derive other children's products from children's clothing are now opening lifestyle stores with great fanfare, such as Doctor's Baby in Shanghai.

Second, location selection

The importance of location selection is self-evident. Children's clothing stores are generally located in hospitals, kindergartens, maternal and child health care stations or local centralized children's clothing streets or children's clothing stores. A street of supplies. If the brand you are joining has low visibility, it is best not to choose a new business district. It may take 1-3 years for these business districts to gain enough popularity. Some pedestrian streets will be empty after 3 years of development. This kind of place has low rent but no popularity. The same goes for newly opened shopping malls. In 2007, the Zibo store opened by Nanjing Central Department Store and the Shijiazhuang store opened by Wangfujing both ended in disastrous failures. The selected stores will not be demolished within 5 years. The selected shopping malls should preferably be the best old shopping malls in the local area. New shopping malls should be chosen carefully.

1. When running a shopping mall, you must consider the popularity of the selected shopping mall and the sales volume of children's clothing at the same price or brand awareness. It is best to get real data. Also consider the shopping mall entry conditions, point deductions, store celebration fees, promotion fees, guarantees, etc. It may be difficult for new brands to enter mature shopping malls and they need to operate in secret. Even if they enter, they will be eliminated because they cannot meet the minimum guarantee. There is a brand that has been on the market for 2 years. It entered Shijiazhuang Beiguo Mall and Changchun Eurasia Mall. Customers hired the mall managers, but the sales were not good and it could not handle the market and consumers, so it was eventually cleared. Choose to enter the mall after the Spring Festival or before the autumn clothes are launched. At this time, the mall will adjust the location of each children's clothing counter, and children's clothing that does not sell well will be removed or withdrawn by itself.

Advantages of shopping mall counters: There is a certain flow of people and sales. If the shopping mall you choose is influential in the local area, it is easy to spread the brand and requires less effort. Disadvantages: Expensive.

2. The flow of people in stores on both sides of the commercial street is different, and the flow of people in adjacent stores is also different. It can be determined after observing, recording, comparing and analyzing over a period of time. Some children's clothing prices and styles are suitable for opening specialty stores near mature large communities.

Especially when opening a comprehensive children's product store, with an area of ??80-150 square meters, the store has children's clothing, toys, supplies, food, drinks, stationery, etc. It can also provide services such as baby haircuts, bathing, and swimming. If it is a two-story store, it can also provide services for pregnant women. Classroom or parenting class, or hold various educational training classes, etc.

Advantages of specialty stores: bargaining, customized promotions, store displays, etc.; the longer the operation, the more repeat customers; disadvantages: if you choose the wrong one, there is no target group, and rent will become the biggest cost.

Third, ordering

Manufacturers usually hold this year’s autumn and winter clothing ordering fairs around March, and next year’s spring and summer ordering fairs around July. Some brands sell separately for spring, summer, autumn and winter, such as Nike kids.

Children's clothing classification:

1. It is divided into boys and girls. According to age, it is divided into infants and children. It is also called baby clothes in Taiwan or Hong Kong (0-3 years old, size: (59, 66) , 70, 80, 90), small children (3-6 years old, sizes 80, 90, 100, 110), middle children (6-11 years old, 110, 120, 130, 140, 150), big children, also called teenagers (11-16 years old, sizes: 140-170, 175, 180). Children's heights vary greatly in the south, so they are generally more classified by size. There are also other terms for calling them infants and children. It doesn't matter, just follow the local customs. Yes.

2. Seasonally divided into spring, summer, autumn and winter, that is, spring clothes, summer clothes, etc.

Spring and autumn: vests, shirts, T-shirts, jackets, pullovers, and cropped tops. Pants, trousers, long skirts, overalls, sports suits.

Summer: suits, skirts, dresses, T-shirts, cropped trousers, shorts, tops, etc.

Winter: down jackets, down vests, thick cotton jackets, thin cotton jackets, cotton suits, cotton vests, thick trousers, cotton trousers, trousers, etc.

Accessories: backpacks, hats, underwear, gift boxes, scarves. , gloves, socks, etc. Gift boxes are an important part of accessories, and the sales of some small brands of gift boxes are quite good.

Manufacturers often classify products according to year, season, style, color, and size. People who sell the product will know which year the clothes are by looking at the item number.

Ordering Notes:

1. Calculate the number of clothes to be displayed based on the business area of ??the children's clothing store. According to the renderings made by the manufacturer. Calculate the number of central islands and side cabinets. The side hanging crossbar of the central island is 1.2 meters, and there are about 20 pieces of spring, summer, and autumn clothes, and about 15 pieces of winter clothes; the main hanging clothes are about 5 pieces of spring, summer, and autumn clothes, and the first piece is hung as a set; Hang 2-3 hooks; stack 2-3 piles on the island, 2-3 pieces/pile. In addition, the break-even point must be considered.

2. The proportion of spring and summer clothing is determined according to climate characteristics. 4.5:5.5, the same is true for autumn and winter clothing. The ratio of pants and tops is 4.5:5.5. Hainan customers cannot order winter clothing, and Northeast customers have more winter clothing.

3. Reserve around 20 stocks for orders. For example, if there are 1,000 pieces of clothes on display in the store, and 1,200 pieces need to be ordered, after the clothes are sold, it is impossible to wait for them to be displayed, but to take them out from the warehouse.

4. The children's clothing display at the manufacturer's order meeting is divided into stories and series. If you think this series is a best-seller, order it together. It is not recommended to mess up the series. The designer makes the children's clothing in each series easy to match. For example, in 2009, Nike kids had a series for urban kids. Most customers liked it and ordered it together. Series. Of course, it is not absolute. Some smart bosses and children's clothing consultants are very good at matching different series to give people a refreshing feeling.

5. For each clothing, new customers place orders in the middle and large sizes. Large, small order quantity for both sizes, such as 100, 110, 120, 130, 140, the minimum order quantity is 1, 2, 2, 1, the minimum order quantity is 1 piece for 100 yards, 2 pieces for 110 and 120 yards ...Old customers often order the same quantity. When a customer in Jiangsu ordered certain types of down jackets, he simply ordered 50, 50, 50, 50 pieces. When ordering casual children's clothing, the male to female ratio is generally 4.5:5.5; for sportswear such as Nike kids and Adidas kids, the ratio of boys is higher than that of girls.

6. Combined with the preferential policies, manufacturers generally order several thousand, and enjoy a few points of discounts or other material support policies. If the order is almost the same, the order will be increased, and if the order is far less, the order will not be increased.

7. Consider matching and out-of-season clothing: When ordering down jackets, you must order matching sweaters and shirts (or underwear, T-shirts); ordering out-of-season clothing can be used for promotions to boost sales of in-season clothing.

Fourth, decoration and display

1. 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 national unified image requirements. Customers can purchase props from manufacturers, and some manufacturers will provide certain support.

2. If the customer decorates the store or makes props by himself, be careful when choosing a decoration company and find quotes from more than 2 companies. If the brand you choose is mid-range or above, look for a decoration company instead of a street guerrilla when decorating. Let the person responsible for decoration take a look at the renderings issued by the manufacturer and compare them one by one to feel the pros and cons. Of course, choose a company with low quotation and good reputation. In the contract, it is stated that the installment payment, leaving a balance of 5-10% will be linked to after-sales service; if the completion is overdue, how to punish it, etc.

3. If the specialty store or counter belongs to a shopping mall, during decoration, the decoration deposit, property management fees, water and electricity bills must be paid to the mall, and the customer must take photos of the construction workers and go to the mall to apply for certificates. If you find a company that often decorates shopping malls, they are familiar with shopping mall procedures. It should be noted that the shopping mall will inspect and accept the decoration results, and the fire department will also inspect and accept the results. The acceptance results are linked to the deposit. If it is not qualified, the deposit will be deducted. The customer remembers to pay the decoration company. If it is not qualified, the decoration company will be required to rectify it until it is qualified and the deposit will be deducted. Return them all. Fire sprinklers are generally left untouched during renovations, which is expensive.

4. Do not fix the high cabinets to the wall during decoration. If the store is demolished or the landlord increases the rent, you will have to re-select the location or stop the business. This situation has happened to customers in Weifang and Ordos before. One was demolition, and the other was the landlord rented the storefront to others at a high price. For example, when contracting work and materials, the customer must check the materials, brands, etc. item by item according to the decoration company's quotation. Some decoration companies will tamper with the brands and quantities of materials used. If Nippon Paint is used on the quotation, please check and accept it clearly. If the quotation uses 100 meters of wire, you should also look at the same. A column added after the quotation is the "Acceptance" column. At the end of each project, the customer must check the renderings for acceptance.

Increase or decrease items. During the decoration process, some items may be subtracted and some may be added. Customers must also pay attention to these items. The customer needs to renegotiate the amount of the increase or decrease with the decoration company.

5. If you have a good reputation, you should do it in advance, advertising first. When my company opened a street store in Wangjing, Beijing last year, the mall did not allow promotional words to appear on the fence. I worked around it and asked the decoration company to spray trademarks and advertising slogans on the fence. What we did at the time was a trade-in activity. Spray the verses I adapted on it. The mall didn’t say anything. You have to learn to play around with the edges. After finding connections in advance and unblocking certain departments, the Qingdao Nike kids store was opened. Since the customer had certain social connections in the local area, he paid less for decoration.

6. When buying hooks, hangers (some manufacturers provide them), A-bars, and laminates, talk to the seller about whether you will return more or make up less to avoid waste. Please refer to the manufacturer's advice for the number of models to purchase. There should be rest stools in the store, children's tables and chairs if possible, and a joyful swing machine at the door. Computers, audio, LED displays, children's VCDs, banners, DM leaflets, etc.

2. Display

Display is to let the clothes speak for themselves and allow consumers to buy together.

1. If there is no heavy dust in the store, or the manufacturer has no special requirements. In the final period of decoration, that is, display in advance, you cannot wait until children have worn down jackets before displaying down jackets. Selling ice cream starts in winter! When displaying clothes, children's clothing consultants can be trained on product knowledge, display knowledge, and sales skills. Good shopping malls require children's clothing counters to change their displays every half month.

2. Display tips: mark the center, divide the display, focus on display, stack patterns, hang people, front and side rooms, color matching, and dynamic.

1) Center: The first image wall that customers see is the center of the display. The prime location is located at the waist and slightly above the head. It cannot be too high or too low, and the height of Chinese women must be taken into account.

2) Sub-display: With the image wall as the center, it is divided into male and female areas, or children's clothing and supplies areas. Children's clothing is further subdivided into infant, small children, and older children areas. Baby and children's clothing should be displayed close to underwear and supplies (bottles, pacifiers, milk powder, breast pumps, teethers, etc.) to promote joint sales.

3) Key exhibitions: Clothes recommended by manufacturers every season should be worn on models or hung in prime locations or stacked. Clothes on models or in prime locations are easy to sell.

4) Stacking (spreading) patterns: In winter clothing, down jackets cannot be stacked. Other clothes can be stacked. Use 2-3 pieces of clothing to fold the patterns on the clothes. One piece of clothing has a Mickey pattern. The three pieces of clothing are stacked on the head, torso, and legs to form "tofu blocks". The colors of the three pieces of clothing can be the same or different. You can also spread out the tops and trousers separately on the display stand, or stack several pieces of the same style of clothes with the large size on the bottom and the small size on top. The colors can be different shades or the same color, giving people a It feels like selling a lot of goods.

5) Hanging like a real person: The first piece of clothing to hang should be underwear, shirts, sweaters, down, and trousers that match well and look like real people. The cuffs of underwear and sweaters should be stretched out, and the collars should be erected separately to create a "cool" feeling. Roll up one of your trouser legs. Display boys' or girls' clothes symmetrically, such as boys rolling up their right trouser legs and girls rolling up their left trouser legs.

6) Staggered front and side hanging: Staggered front and side hanging, with tops hanging on the top and vests, underwear, shirts, sweaters, pants, etc. that match the tops on the bottom side.

7) Color matching: the color echoes up and down, left and right, and is a set of clothes worn on the hanging or model. If the collar or cuffs of the top are lace, the trousers should be lace jeans or other lace trousers; The hanging or model on the left is wearing red underwear and a white coat, and the one on the right is wearing white underwear and a red coat. The navy blue jacket on the left, the navy blue pants on the right.

8) Dynamic: The cuffs of the coat hanging on the hanging or on the model should be tucked into the pocket of the coat or trousers, like a child's hands in the pocket; the trouser legs should be stuffed with plain paper, and the trouser legs should be pinned at the popliteal joint with a pin , bend your knees like a child.

3. Model wear

1) Full-body model: Children's clothing models generally have heights of 60, 80, 100, 110cm, etc. It is best to buy a soft model, and the arms and legs can be positioned as needed. Take different postures. The clothes on the full-body model should match the climate at that time. In winter, they should wear underwear, shirts, sweaters, jackets, trousers, etc. Full-body mannequins can be placed in the display window, and full-body mannequins for infants and children can be placed on the side cabinet shelves higher than the island. Half-length models: often placed on both sides of the image wall, mainly wearing some highly recommended clothes.

2) Special matching: clothes of different styles and colors can be worn on the same model, such as long-sleeved T-shirts, half-sleeved shirts, half-sleeved T-shirts, different styles of pants, large sizes on the inside, small sizes on the outside, and rolled-up trouser legs on the outside stand up. The neckline, cuffs, and hem are turned up to attract customers' attention. Female models can wear T-shirts, suspenders, cardigans, large skirts, or small skirts. The hem of the skirt is pulled up with fishing lines, making it look like a peacock spreading its tail in the distance, or she can wear a skirt to create a classic look like Monroe.

3) Some common sense: Suspender skirts and vests (waistcoats) should be worn with underwear or other clothes and should not be displayed separately.

Fifth, opening and performance improvement

Children's clothing sales are obviously off-peak and peak season, so it is important to order and display in advance. During the off-season, off-season, special offers, floats and other promotional activities should be used to improve performance.

From the beginning of the peak season to the end of the peak season, the sales price of children's clothing increases from high to low, first sold at the original price or at a high discount. As time goes by, the clothing changes from full size and full size to broken numbers and broken numbers, and the price gradually decreases. . Note that autumn clothes can be sold in spring and spring clothes can be sold in autumn.

1. Shopping Guide (Children's Clothing Consultant)

1. Recruitment: Select candidates with strong sense of responsibility, down-to-earth, love to learn, love to summarize, responsible, good attitude, and sales of clothing, shoes and hats Experience, ambition, and preferably young mothers who can think from the perspective of consumers.

2. Training: Make full use of manufacturer resources and strengthen consultant training. A Nike customer in Tianjin asked me to train consultants for two full days one month before the business opened. This kind of training will undoubtedly help consultants improve their sales performance.

It is recommended that customers set Monday morning 10:00-11:00 as the learning time every week. Consultants can learn from each other, watch VCDs together, or ask teachers for training. Carry out sales skills and children's clothing knowledge learning, explore successful sales cases, especially develop consultants with more member customers.

3. Daily management: Combine performance management with improving work quality, and use consumer satisfaction as the assessment indicator. A good consultant will display and match the clothes, and will also sell them with top and bottom, inside and outside, thickness, or the same style and different colors. However, if the customer buys a bunch of clothes and feels that they have spent money in vain, they will return the clothes the next day. Then this kind of success is failure. It is necessary to cultivate the concept of consultants working for themselves and do every job well, whether it is simply saying hello or cleaning. They should also register the number of people entering the store every day and take the initiative to adjust displays and replenish goods. Do it with the mentality that if you do more, consumer satisfaction will increase, and you will get more salary.

4. Salary management: Salary assessment should be linked to performance and consumer satisfaction, and any behavior that damages the brand for the sake of performance should be eliminated. Consultants during the probation period must also be assessed. Competent customers can adopt the "internal branch" assessment method for consultants. Assume that the store is a company and separately calculate costs, expenses, and profits. The soft indicators are consumer complaint rate and membership growth. rate, brand reputation, etc.

2. Continuously launch promotional activities since the trial opening

1. Use discounted products as a gimmick, with the slogan "Goodbaby Company's children's clothing starts at 19 yuan." The decimal pricing method is adopted, that is, 8.9% off, 7.9% off, 6.9% off and 189 yuan and 179 yuan. Or take the approach of lowering the discount the more pieces you purchase. Special items are clearly marked with prices, allowing store managers flexibility and preventing store managers from committing fraud.

2. Float promotion. The discounted clothes on the float will attract many customers to browse and buy. For shopping mall float promotions, you need to apply, pay, or participate in the overall shopping mall promotion.

3. Public welfare activities have the best effect, such as holding old-for-new or other public welfare activities, and can also carry out children's painting, composition, beautiful baby competition and other activities with low-carbon materials. The trade-in of old items for new ones provides donated items to children in poverty-stricken areas, and also improves performance, brand awareness and reputation. The trade-in promotion I did in my self-operated store in Beijing initially brought in only 13% of sales, but now it accounts for 40%. The old clothes piled up like a mountain in the store.

3. Performance improvement

1. The unit price per customer has increased, the number of people entering the store has increased, the square footage has increased, repeat customers have increased, and the popularity and reputation have continued to increase. The above data improvement is the direction of efforts.

2. Use the purchase, sale and inventory system to analyze products, time, weather, shopping guides, consumers, etc. to expand success and reduce failure. Scientific ordering and inventory reduction will increase profits.

3. Learn and communicate with manufacturers, customers in other regions, and peers, keep abreast of manufacturer trends, and learn from the successful experiences of other places and local peers.

4. Replenish goods in advance during the peak season. For example, in order to welcome the New Year's Day peak season, customers in Changchun will need to submit replenishment orders to the manufacturer at the end of November. The peak season is here, there are many customers replenishing goods, logistics is busy, there may be traffic jams, and there may be heavy snowfall. The counter is ready in the morning, half a beat faster than the competition.

5. Open an online store. Some manufacturers support customers to open online stores and physical stores. Online stores can undoubtedly increase sales. If the store is large or has many stores, it can also sell through catalogs.

6. Improvement of store owner’s management capabilities

1) Like to learn: If you can explore the rules and summarize industry characteristics and successful experiences, the easier it will be to do it. Otherwise, even Nike and Adidas will suffer losses and go bankrupt.

2) Be good at recruitment, management, and assessment: Store owners need to improve their management capabilities and solve the recruitment, management, and assessment of store staff. Some store owners do not hire sales staff and do it themselves. The result is not as good as the sales staff, and sales are not as good. Go; some shop owners don’t know how to manage and evaluate their staff, so they just eat from a big pot. Management is an art, and it requires humane management of employees. The so-called management of people's hearts cannot be like the proverb: people coax the land, and the land coaxes the belly.

3) Have a good mentality: If you want to be rich, open a long-term store and have the idea of ????being a century-old store. You won’t get rich overnight by making children’s products. A good business operation does not mean that it will be good in the future; a bad business operation does not mean that it will be bad in the future.

The sign of a good business is to randomly select a few children or parents on the street near the store, and the mention rate reaches 20 or higher.

Sixth, the current situation and development trend of the children's clothing market

1. The current situation of the children's clothing market

The children's clothing market is known as the last piece of cake in the clothing industry. In addition to the original brands of children's clothing companies, such as Packlandi, Shuihaier, Babu Dou, Xiaozhu Banna, etc., many new members have been added, and the pattern has been diversified.

1. Adults squeeze out children, and large domestic companies develop children’s clothing, such as Li Ning, Anta, Septwolves, Semir, 361, etc.

2. International brands, Nike, Adidas, Disney, etc.

3. Cartoon brands, such as Haier Brothers Children’s Wear, Xiyangyang, Rainbow Cat and Blue Rabbit, etc.

4. Imported brands and export-to-domestic brands. After the original children's clothing foreign trade companies encountered the financial crisis, their focus shifted to domestic sales and changed from export to domestic sales; some introduced foreign children's clothing brands to become general agents in China.

2. Development Trends

a) Operational branding: The successful experience of the Fortune 500 tells us that branding is the only way and the inevitable way.

b) Terminal supermarketization: The popularity of Zara and Uniqlo is proof of this.