Usually you can open a decent brand underwear store with an investment of about 50,000 ~ 60,000. It looks simple, but in practice, underwear stores are far more complicated than ready-made clothes. For example, ready-made clothes usually have only a few yards such as S, M and L, while underwear is very subdivided. The same model is divided into several grades: A, B, C and D, and there are also different sizes such as 70, 75, 80 and 85, and there are many colors. The same model may have 80 or 90 products with different specifications to choose from, which will cause a large inventory backlog if you are not careful. It's easy to open an underwear store, but it takes some effort to make considerable profits. The author has been working in the underwear industry for several years and has been studying how to keep the performance of specialty stores stable and profitable. At the same time, improving the performance of specialty stores is also a problem that many underwear companies have been studying. In the final analysis, enterprises are driven by terminals. Some enterprises have opened national outlets, but their sales have not increased. What is the reason? Of course, the terminal tension is not enough. In other words, the operation of terminal stores is not ideal, so that it can not drive the operation of the whole sales chain.
The author summarizes the experience in the front line of marketing in recent years, and thinks that to run a underwear store well, at least the following aspects should be done well.
First, choose a good brand and a suitable store location.
What kind of location to open a shop depends on your investment ability. The better the location, the better the business, but the risk of this investment is also greater. Usually, you should choose a pedestrian street with local clothing sales atmosphere. The location must not be too remote, and the wine is not afraid of the deep alley. The location you choose must be the place where the target consumers often haunt. What kind of brand to choose depends on your local economic level. The manufacturers behind the brand must have certain strength and determination to develop the market for a long time, rather than opportunistic enterprises, otherwise it will bring endless troubles; Moreover, the quality of the brand's products must be excellent, because underwear is a close-fitting object, and the quality of products is very important. Inferior products will hurt delicate skin if they are not careful, and it will be troublesome to be complained by consumers.
Mature high-end underwear brands generally take shopping malls as their main sales channels. In order to ensure the operation of shopping malls, they usually give higher discounts to specialty stores and have thinner profit margins. And frequent discounts in shopping malls will inevitably affect the operation of specialty stores. Therefore, middle and low-grade brands are more suitable for store sales, with moderate prices and relatively large profit margins. Moreover, the channels of low-end brand shopping malls are generally weak and are not easily affected by price shocks.
Second, choose the right style and color.
After determining the brand, you must choose the right style. It is impossible for any brand to sell all styles well, so you should focus on the best-selling styles, which can also save money, speed up the customer selection process and enhance the customer's good impression on the products. In addition, the comfort of the product is very important, and there will be no repeat customers wearing uncomfortable underwear. The combination of products is a profound knowledge, and there must be different series of products to fully meet the underwear needs of women. Moreover, women in different regions have different breast characteristics and different preferences for color. Different climatic environments lead to different underwear combinations in different regions. For example, northern women with full breasts should choose a larger size, while southern women are petite and exquisite, so small sizes must sell well, and the color should be dark in winter and light in summer. Red must be the best-selling color during the Spring Festival. Pendant products are another art, the best-selling styles and colors must be displayed in the main position, and the visual display of pendant products is also very important. Customers must feel the neatness and taste of the overall display when they enter the store. Women are emotional animals, and a beautiful shopping environment will stimulate their desire to buy.
Third, create a storefront image.
The image of the store is very important, because you are a specialty store, not a grocery store that can bargain at will. You must decorate with a certain taste and style, not only to highlight the brand style, but also to make the atmosphere conform to the psychological characteristics of female consumers, so that consumers can feel value for money after buying it.
The storefront image system is mainly divided into several blocks.
1) The store manager directly determines your business scope and business grade. If you open an underwear store, it is very important to have an eye-catching store that can attract women's attention. You can use high-grade crystal word as the door head, or you can use color spray paint.
2) Image painting is in the image painting shop. The main image painting determines the overall tone of your product and brand, and the affinity of the main image painting is also very important to customers. Moreover, image painting is closely related to the main style.
3) In-store POP is essential to show the strength of the company, as well as the company's authorized business cards and brand-name product display cards. , can increase the persuasiveness of sales, as well as product manuals and posters, which is also one of the direct reasons to attract customers to buy.
4) Window window is the best way to see the taste and grade of products. The window must be decorated in style and attract women's attention. Some important information, such as new product listing and promotion information, can be displayed in the window in time.
5) Shop assistants should wear clean, uniform and neat professional clothes, and it is best to buy them from manufacturers to ensure the unity of the brand. Moreover, the actions and behaviors of salespeople must be standardized and full of spirit.
Fourth, cultivate excellent sales staff.
Underwear is special because of its privacy. The author has contacted many owners of underwear stores. Many people have been selling underwear for decades, and they don't know what A, B, C and D are in bra sizes.
First of all, the clerk should practice a pair of critical eyes, that is to say, when the customer enters the store, you must see what kind of cup cover she is wearing, instead of measuring it with a ruler, and then you can recommend it to her more accurately. Of course, this requires good judgment, but excellent shop assistants can usually do it, and the principle is the same as that of oil sellers. The age of the shop assistant is preferably between 28 and 40. Young girls who recommend underwear to others are inevitably not authoritative enough and too old to lose their image.
You must try on underwear and never rely on intuition. Because different brands have different sizes and specifications, the clerk in charge should try to persuade customers to try them on, so as to ensure that the underwear bought by customers is close to the skin and comfortable, and increase customers' goodwill and return rate to the brand.
The sales work of the terminal is finally completed by the sales staff. Relevant research data show that the turnover between smart salespeople and poor salespeople may be more than 8 times. Whether you are a salesperson or hire a salesperson, you must ask the company trainer to carry out professional underwear knowledge and marketing training.
Verb (abbreviation of verb) strategic advertising promotion activities
In general, targeted advertising can bring more direct benefits. A small underwear store can't spend a lot of media advertising, but it can spend a little money to do something practical, such as pulling some promotional banners on the street, making a light box at the door of the store, or distributing some leaflets and coupons in crowded places. You can also plan to make a window show, invite one or two models to show it on the spot, and use local media to do some hype reports, which can also quickly gather popularity and improve popularity.
Terminal promotion is always a magic weapon for women. Now underwear brand manufacturers generally provide some promotional items. Attractive promotional gifts can not only deepen the affection between you and your customers, but also bring you closer together. At the same time, it is also a good excuse for you to keep the price stable and not discount. At the same time, a good promotional item is mobile advertising. If possible, there should be long-term promotion activities, and at the same time, the promotion activities should be constantly changing to give consumers a sense of freshness.
Sixth, cultivate loyal customers.
The customer loyalty of underwear products is much higher than that of fashion, and there are often too many styles, colors or seasons in ready-made clothes, which can easily divert women's interest. The changes and choices of underwear styles are much smaller. Underwear is a personal item, and it is easier to cultivate feelings with women when wearing it. Usually, female consumers of branded underwear generally buy about three brands.
It takes time to cultivate loyal customers, which is decided by women sharing more good things. Experiments show that a loyal customer will bring you at least five customers to buy, and these new customers may become your loyal customers. In this way, a huge and stable sales network can be gradually formed. Therefore, it is a compulsory course to cultivate feelings with old customers and narrow the distance. We can always provide some unique services for our regular customers. It is better to send a copy to promotional gifts, send a greeting card or some greetings on birthdays or festivals, inform the promotion information in time, organize fashion salons and other activities for regular customers, and firmly stabilize the customer base.
Seven, timely clean up the inventory products.
Doing business is bound to encounter inventory problems. You can never sell 100% of imported products. We must be decisive when dealing with unsalable styles, because the backlog will only lead to the depreciation of products, and will also bring greater financial pressure and lead to abnormal cash flow. The overstocked products can be reduced in price or given away as promotional items. At the same time, we should always take stock of our own inventory, clearly understand the product trend, and analyze the sales data in detail to reduce the risk of inventory backlog.
More importantly, we should know that sometimes, as a result of hard work, the money earned is inventory, and when the inventory is cleared, it will be converted into cash profits.
Do you know how to run an underwear store now? Do as I said above, congratulations, you have succeeded more than half. If you have enough financial strength, the store location is absolutely good, and the economy of your city is relatively developed. Congratulations, you must be very successful.