A Practical Process Manual For Clothing Stores

I. overview

Some people say

The three key conditions are: "the first is the location; the second is the location; the third is the location".

It can be seen that the development of shops has a profound impact on the successful operation of the franchised stores.

The need to cooperate closely with the franchisee and the franchisee is to consider and formulate the strategy of opening a store in an all-round way, and to formulate and execute the opening shop plan in the most effective way, including market analysis, business circle investigation, site selection, decoration, opening preparation and opening.

All equipment, equipment and goods should also be ready within the prescribed time.

In order to win the fastest and maximum economic benefits.

Two, process

Market analysis - business district survey site selection Decoration - opening preparation - opening.

Analysis:

1, consider

For new stores, to reduce rent and reduce expenses, the shop area is small, so it is decided to rent 10 square shops.

2, there are two prosperous areas, but the brand must be in the street.

It is only in this street to find a shop to have a business atmosphere.

3, it is necessary to operate a comprehensive store to suit local conditions.

To cover the second line, three line brand, accessories and so on.

Site selection:

Opening a shop is a popular way of investing and managing money nowadays.

Indeed, if you open a shop as a boss, if the business is in an ideal state, you can not only keep your property in value, but also get a sense of accomplishment in your mind.

Therefore, there are more and more people who are concerned about and set foot in the shop.

If you want to open a shop, you can't choose to shop.

Experts once pointed out: finding an ideal store, your shop business is half the battle.

It is not too much to say. Starting a shop is different from running a factory, and the retail business mode determines the choice of its storefront is crucial. It often determines the success or failure of the business directly.

So how can we choose the ideal store?

Those who have plans to set up shop may wish to take the following measures into consideration.

The first step is to choose lots and storefront.

The following key points should be grasped in choosing a business location.

To grasp the "passenger flow" is the principle of "money flow", which opens up shops in busy areas and bustling places. The probability of success is often much higher than that of ordinary areas, because the endless stream of people is a potential source of tourists. As long as the goods you sell or provide services can meet the needs of consumers, there will be good results.

The large passenger flow areas include the commercial center of the town (that is, "downtown" as we usually say); (2) the station near the station (including the railway station, the long-distance bus station, the ferry terminal, the bus starting point and the terminal); (3) the hospital gate (with the large hospital with the inpatient department as the best); (4) the school gate; the popular tourist attractions; (6) the entrance to the large wholesale market.

We might as well listen to the view of the consumer: a company's white-collar Miss Lu is a big consumer of flowers, often sending flower baskets to customers and friends.

She said, in addition to the particular hurry, it may be possible to find a flower shop near a flower shop, most of the time to go to the stadium road to buy, because there are many flower shops, colorful varieties, choice of room; at a university, each time she wants to buy clothing, also always like to the east slope road, Wulin Road and other clothing stores intensive places to buy, she thinks the store is more than the style, can be compared to the three, but also price is easier.

Therefore, do not worry about the competition of the same industry, once the more open business, the more open the more open, it will produce the effect of aggregation, easy to expand the impact, cohesion, and form a "XXX professional Street", business must be easier to do than the single horse.

Note that the choice of business location is closely related to the business location and potential customers. All sectors of the industry have different characteristics and consumption targets. The prime location is not the only choice. Some shops open in the downtown area, rather than in some relatively remote areas, such as selling small shops of salt, vinegar, and vinegar. The business in the residential area must be better than that in the downtown area.

Therefore, it is necessary to determine the best place to shop according to different business and projects, and choose the right store, not the more lively place the better, the key is to act accordingly.

The second step: further investigation.

After a preliminary selection of the location of the shop, a further thorough investigation should be made. After making some investigation and analysis of the relevant situation, the party will decide whether to place the final position.

The following aspects are mainly examined:

The situation of the shop itself opened the small shop of the audio-visual products shop. Recently, a store came down from other people's hands. The shop area of 15 square meters is located in the sub prosperous area. The daily flow of people is also very impressive, but the rent is very cheap, only 800 yuan per month.

Unexpectedly, it took more than ten thousand yuan to decorate and stop. It was less than a month after the grand opening.

It turned out that the home through the internal relationship that the store sooner or later to be demolished, then came to a golden shell, and got a ticket to slip away.

Therefore, before hiring a store, we must make a careful investigation of the storefront.

In the background of some landlords, some people are eager to find stores. They search the streets. Sometimes they can find several stores that are hanging with the word "pfer". They can not wait to negotiate with them, pay the deposit or even rent.

In fact, this practice is very hasty and easy to bring a series of sequelae.

If you really look at the storefront, you'd better hear the real landlord (the owner of the property right) from the side and understand the background basically.

Generally speaking, it is better to talk directly with the real landlord. If the landlord indicates that he has already rented the contract right and is unwilling to intervene again, you will have to negotiate with the current owner.

In addition, once the talks are successful, attention must be paid to the formal agreement and the requirement to change the name of the leaseholder to the owner of the property.

Competition in the same industry is mainly about the performance and the price level of goods.

Inspecting the business performance of similar stores in the same area, we can preliminarily calculate the profit situation that may be generated from the store, and examine their commodity price level in order to determine their future commodity prices accordingly.

These are all very necessary.

Passenger flow condition "

It is "money flow". The investigation of passenger flow can not only make you feel confident about the future business situation, but also provide a scientific basis for you to decide the marketing focus in the future.

The status of passenger flow mainly investigates these contents: (1) the vicinity of the unit and residence, including the number of residential buildings, government offices, companies, schools and even other stores (which are likely to become frequent customers); 2. The structural characteristics of the past population, including their age, gender, occupation and other structural characteristics and consumption habits; 3. The peak season of passenger flow.

For example, shops near the school should take into account the winter and summer vacation. The stores in the concentrated areas of the agencies and companies must master their commuting hours, and the storefront near the station should find out the regularity of the passengers' peak season. These are all important basis for setting your business hours.

The third step: get the shop front as soon as possible.

Once you find the ideal storefront, you must make a prompt decision and get the shop quickly. If you miss the shop, you will lose your chance.

How do we get the store?

Negotiations are naturally crucial.

For a good shop, the rent is often the biggest fixed cost. Before you can bargain with the landlord, you should first have a score in your own mind. First, decide the highest price you can accept. The price must be: (1) you feel you are confident that you can afford it.

In particular, if we have to pay a few years' rent, we should see if we have the ability to pay. Second, the budget is estimated to be money earnest.

Then, according to the maximum rent price set by the owner, comparing the rent price given by the landlord, it will be easier to negotiate after bargaining.

There are many ways to pay the rent well. Generally speaking, there are three kinds of payment: monthly settlement, regular payment and lump sum payment.

假如房东除了固定的月租金外，还要根据你的经营状况分享一定比率的利润的，可以采用按月结算的方法，这样能及时结算，以免拖久了增加计算难度，双方都会比较满意；有的门面房定下一年或两年的租金后，其后再要续租的话，常常要按一定的比率逐年递增，这种情况下最理想的租金缴付方式是每半年或一年集中缴付一次，这样一旦你有了新的店面或有转业的意向，就不会损失保证金了；还有的店面是长期定租的，一租就是十年二十年，如果你有足够的资金，而且看好你选定的店面，也可以一次性将十年二十年的房租全部付清，这样既可免除门面半途被别人高价挖走之虞，也能不受涨租的影响，节约不少租金，因为从长远看，门面的房租总体是呈上升

.

In addition to talking about rents, we should pay attention to negotiating additional conditions, which will save you a lot of expenses.

First, before you rent, you should know clearly the existing situation in the storefront, including the status of decoration and equipment, and then ask the landlord to carry out a basic renovation of the facade before leasing, such as dismantling the equipment and decoration that has already been scrapped and can not be reused, making basic repairs to the roof, floor and walls of the storehouse, purchasing or repairing the water and electricity facilities, or requiring the landlord to bear the corresponding expenses, and deduct the rent in the rent.

In short, try to save money.

At the same time, you can ask for a deposit without negotiation.

In some golden areas, the deposit for the front door is often quite impressive. Although the money will eventually be returned to you, if you keep on operating, the money will be put to death. For the nervous business people, this is also a great burden. If we talk about it well, it will be completely undone.

In addition, negotiations can be made to delay payment of the rent.

Try to lower the rent of the initial period. After a period of time, the business will go on the right track and pay the standard according to the standard.

As long as you listen to the landlord and listen to the landlord, and take the initiative to limit the extension, some reasonable landlords will agree. This can also reduce the financial burden for the early stage of the business.

Three. Cost budget

1, budget (investment amount of around 2000 yuan to do market analysis survey [mainly in Guangzhou, Dongguan, Shenzhen area popularity and purchase quotes] advance payment 6 months shop rent, 3000 yuan / month total 18000 yuan total 20 thousand yuan.

(1), decorate: A, lamps and lanterns, whole body model X3, half body model X2&nbsp1000 yuan.

B, store decoration 1800 yuan (about 10 square).

(2), the first batch of products was pferred to 12 thousand yuan (3 grades), including 65% of the middle and top grade, 30% of the middle grade, 5% of the special items, and 5% of clothing accessories.

Four, business effectiveness analysis

A) after one year.

Basically, the cost of recovery is basically calculated at the monthly sales of 10 thousand (the total annual turnover is 120 thousand yuan, excluding the cost of products (which is not specified in detail because of the product discount rate), which is about 60 thousand yuan, gross profit is 60 thousand yuan, and the annual cost is:

I. shop rental: &nbsp3000 yuan / month *12=36000 yuan / year

Ii. staff salaries: 1 people (shopping guide 1) 1000 yuan / month *12 months *1 people =12000 yuan, royalty: 3600 yuan / year 3% Commission, the total wage: 15600 yuan.

III. business tax and so on: 1800 yuan / year.

IV. utilities and telephone charges: 500 yuan / month *12 yuan =6000 yuan / year.

V. advertising investment: 2000 yuan / year

The total annual cost is 25 thousand and 400 yuan, and the annual net profit is 6-2.54=3.46 yuan.

B) second year income calculation: monthly net income is: 34 thousand and 600 yuan /12 month =0.288 million yuan.

The success or failure of storefront depends on management and sales. If these two aspects are well managed, the profit will not be far away.

(1) exclusive store management system

In order to standardize the management of franchised stores and reflect the brand image of exclusive stores, the management system is specially formulated.

1. Shopping guide should be guided by shop rules.

。

2, two times a day cleaning, every morning and evening, during the business hours to keep the store and store clean.

3, every Tuesday, six model clothes change once, every Monday high cabinet goods exchange once.

4, hospitality must be enthusiastic, careful and earnest.

5, please save electricity, open the indoor "outside hole lamp" and "wall lamp" in the daytime, and add "lighting models" in cloudy days.

Every evening, indoor and outdoor hole lights, lighting models and outdoor lanterns are opened, and "sign spotlights" are opened from 20:00 to 22:00.

Do Not Waste Water.

6, save telephone charges, do not call more than 5 minutes each time.

The maximum monthly telephone fee is 100 yuan / month, and more than part is shared by shopping guide.

7, every day must take inventory of goods. If goods and promotional products are missing, they will be jointly charged by the shopping guide. The goods will be compensated according to the retail price. When the goods are pferred, the amount and the authenticity must be checked. If the shortage and counterfeit money are found, it will be borne by the shopping guide.

8. If you want to quit your job, you must inform it one month ahead of time and agree to resign.

(two), code of conduct and work points (10 points for full marks).

Five, shop

Shopping guide training

Terminal sales are ultimately guided by purchase, guided by training and not guided by training.

1, cleaning is not clean, buckle 1 points.

2, 1 points are not polite.

3. The check list is not fully written and deducted 1 points.

4, be late, leave early and deduct 1 points.

5, the goods are not orderly, deducting 1 points.

6, the model changed underwear for three days, and did not perform 1 points deduction.

7, high cabinet goods are exchanged once a week, and no 1 points are deducted.

8, the lack of money, the situation of counterfeit currency deducted 1 points.

9, do not save electricity, water, telephone deduction of 1 points.

10, during business hours, talk about private affairs, hip hop, chat, no executive rotation, 1 points off.

11, hospitality is not serious, not enthusiastic 1 points deduction.

12, the number of monthly leave more than 3 times 1 points deduction.

Note: 6 points pass, if fail for 2 consecutive months, then automatically dismiss.

(three) shopping guide language

1, customers close to the store, first greeting "welcome to come, please take a look at (Putonghua)!"

2, when the customer's eyes stay in a certain style, introduce the product's function and style selling points, and suggest that they try out "elder sister / miss, this style is the most popular style this year, with the advantage of certain, someone has bought it, it's very suitable to wear it, you try it on."

And take the initiative to ask the code number, and take the goods down to the customer.

3, try clothes on clothes that customers are interested in: "according to my experience, please believe me, this style and color are very suitable for you. Try it on."

4, if a customer chooses a garment, praise her eyes promptly.

"Big sister / miss, you have a very good view. You chose the best selling style of our company. I'll wrap it up."

5, do not ask customers how they feel after trying on them. They should take the initiative to say, "you wear this style and wear it very well."

6, cash in cash should be sung, sung, sung, and paid: "the total charge is 100 yuan, and 12 yuan, thank you!"

7. When pferring products.

"Please accept it. Thank you for your patronage!"

8, customers choose not to buy.

"It doesn't matter. You are welcome to come again, so we have a new purchase at some time, and come back when it is suitable."

9, when the clothing required by customers is out of stock.

"Sorry, the style (number) you want is temporarily out of stock. If you are convenient, please leave your contact information. We will inform you as soon as we have the goods."

10, when customers ask for a discount.

"Sorry, our company has a strict sales promotion system. The whole country is unified. Please forgive me for not having any discount."

11, when the customer wants to leave, he looks at each other, sends to the shop door and nods, "please go slowly!"

12, when you answer the phone, you should say "Hello, shop name >" and "goodbye" when you hang up.

(four) professional knowledge

How to manage the business is closely related to the positioning of goods and the view of purchase.

To do a good clothing store, besides having a good sales method, the most important thing is to "understand" the purchase.

This "know" word contains a lot of content, not only to know the location of the purchase, the price level of the wholesale market and the customer base, but also to understand the preferences and characteristics of the store for the customer base, and more importantly, to clean up the goods.

This kind of experience requires time and experience to accumulate continuously, and it will take at least 3 years to achieve the level of perfection.

Clothing should be marketable, appropriate, or "dual fitness", which is the key for businessmen to grasp.

Clothing is both marketable and appropriate, but it is difficult to grasp the "right".

Many investors who opened their shop for the first time failed because they were not able to see their eyes. Some even joked that the first batch of clothing stores would be overstocked, so it is better to have less goods in the first batch.

(each according to the local physical characteristics of the purchase, the code is allocated 1:2:1 or 1:2:2:1, color according to market demand, do not purchase according to their hobbies, otherwise they can only pull themselves!!!

The peak season of clothing stores is from 5 to August and from October to next spring festival. The profit is generally between 30% and 120%.

The newly launched new fashions are the most profitable, up to 200%. As the fashion season goes on, the price of clothing gradually decreases. At the end of the season, the profit is only 10% to 20%, or even guaranteed sales, so as to return the funds.

As for those signs that sell at a loss, they are all gimmicks for merchants to attract customers. Businesses will never lose money in business.

Even if there are a small number of losses, compared with most of the high profits, it is negligible.

Six, store purchase and sale management

1, daily sales list

2, daily inventory of goods records

3, monthly invoicing statement

4. Shipping order

Seven.

activity

1, business ten percent off.

2, Valentine's Day: hanging banner ads in the city, advertising theme: "Valentine's day to send what what Nada underwear attracts you most favorites", shopping and sending chocolate, caused a sensation in the city, many people use this advertisement as a mantra.

3, 38: in the city, the banner of advertising banners, advertising theme: "to make a man's heartbeat woman", shopping and shoulder strap, the two ad campaign, established the store's leadership position in the city, so that peers do not have the power to recruit.

4, in order to increase the fun of shopping, our shop has made a shopping draw: shopping for 100 yuan can take part in the shopping raffle, and the bonus is worth 5-100 yuan shopping coupon. The launch of this activity has increased the sales of our shop by more than 20%.

5, clean up stock: A, discount on unsalable goods, 5-8 fold, B, buy one get one, buy clothing accessories.

6, long-term gift: buy 88 yuan, send a beautiful makeup mirror (self purchase, print shop name and telephone, the publicity effect of the store is obvious).

If the conditions permit, there can be long-term promotions, and promotions should be constantly changed to give consumers a fresh feel.

Eight, business experience

1, prosperous business is bound to flourish.

2, shopping guide must let it play, must have professional knowledge, its management should be clear, institutionalized, must have a reasonable wage Commission.

3, the price of goods should be complementation, not hang on a tree.

4, more promotional activities, in addition to the activities prescribed by the company, we must try to expand our reputation in the "S" market.

5, manage the customers of old customers and VIP customers. Customers should send text messages to customers on their birthdays, holidays, new products, promotions and discounts, maintain contacts and establish good relations.

6, do not belittle competitors, especially some high grade brands, analyze the management situation of competitors, learn from the advantages of others, and create a good market atmosphere together.

In short, to run a good underwear shop, we must first straighten our mind, do not have the mentality of getting rich, do good job in store management, establish dependence on customers, accumulate experience, and learn from many successful operators. We should set goals, copy a successful business, open several chains in different places, and do the first in the industry.

Nine. Application for business license

Before opening a business, it is necessary to apply for the relevant license, otherwise it will be unlicensed.

There are two kinds of applications for certificates. One is a applicant company license, which is issued by the trade and Industry Bureau. The other is a small capital. It only needs to register for profit making business.

Most of the stores are registered with the business of profit seeking because of their small capital.

In addition, it is necessary to ask the tax authorities to obtain unified invoices, unless they are allowed to avoid the use of uniform invoices.

In addition to the application of the business license, if you want the signboard hanging by your shop owner not to be abused by others, you can apply for the registration of service marks to the trade and Industry Bureau if you want to be able to make your own use.

The name of the signboard on the doorway of a shop may have its own special design except for its name or text. This kind of letter and image belonging to the non commodity category is called the service badge.

It is different from the company or firm you apply for, and the two names may be different.

Therefore, if you don't want to embezzle your future gold lettered signboard, you must first apply for the registration of service badge, whether it is applicant company, line number or registered service badge.