More and more attention has been paid to birthday gifts, and gift monopoly came into being. A birthday gift development planning agency once conducted a survey on thousands of people in the birthday gift market. A person gives gifts 267 times a year, and the least is twice, with an average of 3.9 times. Among the gifts, the most expensive 1288 yuan and the cheapest 1 1 yuan, with an average of 35.6 yuan. According to the above data, the birthday gift market is estimated: the national population is 65.438+0.3 billion × the number of gifts per capita is 3.9 times × the amount of gifts per capita is 35.6 yuan = the market capacity is 65.438+0.805 billion yuan. In addition, the main recipients are: business partners, lovers, children, parents, spouses, brothers and sisters, close colleagues and close friends.
The survey found that there are three kinds of gift-giving phenomena worthy of attention: first, it is very common for some enterprises to celebrate their employees' birthdays as an important means to improve their cohesion; Second, some business people use birthday gifts as family chips and play family cards in their business dealings; Third, in school, giving students birthdays has become a trend. These three phenomena have made the scope of birthday gifts go beyond the simple affection, friendship and love in the past, and the market has become broader. It is in this case that the gift shop opened in 20xx came into being, and the birthday gift shop specially set around the birthday theme also came into being. At present, many birthday gift shops such as Happy 365, In the Mood for Love and Maggie's Gift have sprung up in the Pearl River Delta and other places. It is said that business is good.
The person in charge of a brand birthday gift shop in Guangzhou revealed that consumers who come to the birthday gift shop will not care too much about the price, and the price of birthday products is not comparable. Investors can raise prices at will according to the local consumption level, so the average yield of birthday products is at least over 50%, and some are as high as 100% or even over 200%. For example, the price of daily life in different years is different, accompanied by elaborate unified packaging and exquisite accessories, as well as the introduction of world celebrities born on the same day of the month, and some can even sell for hundreds of yuan. Moreover, there is no difference between off-season and peak season, and people celebrate their birthdays every day. As long as the store is attractive enough, they can make a profit. The market for birthday products is so vast that it is no wonder that some foreign investors are flocking to it.
Cao Zuo Jian
The initial investment is about 40,000 yuan, and the storefront should be at least 10 square meter. It is understood that birthday gift stores can become flagship stores, mini stores and standard stores, but at present, such stores are in the market cultivation period. In order to reduce the risk, first of all, open a small storefront to "ask for directions". The small storefront is at least about 5 to 10 square meters, which is just enough for three or four customers. Business gifts doesn't have to be big and comprehensive, but we should choose the best-selling goods that other shopping malls can't buy, such as the Health Daily, which is small and profitable and sells well, which is conducive to the initial business. The initial investment is about 40 thousand yuan, which is mainly used for store rent, decoration and the first batch of goods. The decoration should be exquisite and warm to create a certain birthday atmosphere.
Entrepreneurial steps
Choose a store according to the positioning, and then make a purchase after planning. The location of small stores is limited, and the positioning needs to be accurate. For example, for birthday gifts mainly for students and young white-collar workers, it is necessary to choose the corner at the bottom of schools and business offices. However, the flow of people in these places is limited. If the products and services are more extensive, you can consider being in a busy commercial street, close to flower shops, cake shops and gift shops, or underground shopping malls and supermarkets. Just get a general business license. If food is involved, you must apply for a food hygiene license.
The products purchased in the birthday gift shop should be specially designed according to the different needs of children, students, couples and the elderly. At the same time, we can also integrate birthday party planning, birthday blessing service, birthday flowers, birthday cakes and other services, while small shops should "do what they can" according to their positioning. It is relatively difficult to buy birthday presents. At present, there are not many manufacturers specializing in planning and developing birthday gifts on the market. If you buy from other gift outlets in the market, you may confuse gifts with the same concept and fail to highlight their characteristics. To this end, investors should do a good job in system design and planning, make targeted purchases, or contact brand birthday gift shops in Beijing and other places to become their franchisees, so that product design and procurement can settle in.
About the gift shop project plan (2) 1. Shop selection;
Second, the choice of supply and product style;
Third, start-up funds
First of all, the choice of shops. A lot with a large flow of people and developed economy is equivalent to giving us a ladder. Let's put it this way: the flow of people brings purchase quantity, and the purchase quantity brings capital flow! Let's see what the fundamental goal of opening a store is. Our aim is to gain profits and accumulate original funds! To do this, we must buy in large quantities, and what can bring purchase is passenger flow!
In addition, we must accurately locate our customer base. Creative products have many associations. Imagine such a large customer base, belonging to those customers before the age of 40, belonging to those well-educated customers! Therefore, it is also a very good choice to find such a concentrated shop in a lot with large secondary traffic! There is an article called shop location making business circle map, which is like this:
1。 Investigate local sporting goods stores and mark their locations on the map. Look at their site selection characteristics, such as the radius of the surrounding crowded areas, the total population, and the distance from other similar enterprises. And calculate their exclusive market radius, that is, the scope of the business circle.
2。 Mark your favorite place according to the map.
3。 Around the selected place, draw your own business circle with compasses according to the previously measured business circle radius.
4。 Determine whether there are competitors in the business circle, weigh each other's strength, and then decide whether it is necessary to change positions.
5。 Understand the population, demographic characteristics, purchasing power and other related information in the business circle to help you understand the customer base.
6。 Draw a street or bus route that can walk to your store to find out whether customers can easily get there. Business plan of birthday gift shop.
Two, before and after the official opening design shop name and shop decoration, display, recruitment, publicity and management methods.
Looking at this map, we can see at a glance whether the address we chose is in the right business district. When choosing a store, we might as well learn from others, draw the business circle of our city, and try to find a good store as planned and purposefully as possible! Then there is a saying on the location of business, that is, it is not necessary to have a large flow of people to open a store, but you can also choose to find your ideal store in an area that has become a city. What echoes this is the Wankelong furniture market at the intersection of Jinhua Road and Chengbei Road.
If the store is placed there, the overall feeling of grade has also improved! I estimate that the facade rent is affordable within 1 000 yuan. The location of high-rent shops and the flow of people are definitely high, which is in direct proportion. Personally, I think the investment in rent should be willing to spend money. According to my plan, the store will be renovated as soon as it is confirmed. At the same time, I will go to Shanghai for 15 days of training and signing the agreement. At the same time, during the renovation in Beijing, it is necessary to post a notice outside the renovation door: the first birthday gift shop in Beijing is being renovated, and I apologize for the inconvenience.
During the renovation, please register your birthday and address at the lady outside the door, and we will give you a small gift for free on your birthday every year. And promised to enjoy a 20% discount when coming to our store for the first time. Making friends with love is our business philosophy. This means attracting public attention from the opening stage. After all, free small gifts are still attractive. In fact, after that, we just need to send a greeting card every year, but a few cents a year will make people remember our store. In addition, it can give people a feeling that this store is a formal business. At this time, we can already make a leaflet and send it out. This won't be difficult. I am absolutely willing to invest in advertising in the early stage. At the same time, I will promote it on various websites and platforms I have established, and strive to create a certain momentum before opening the store. This is the first step. If all goes well, the initial intention of this step is to accumulate other people's birthday information, which is the fundamental purpose of the first step.
Secondly, it is the personnel problem. Because I have to go to school, I can only take care of this shop when I am free on Saturday and Sunday. It is necessary to hire someone. But in fact, this is a key issue. The quality of a marketer will greatly affect the operation of this store. My plan is to hire people first. I tend to hire a girl, and then try to hire 1~2 college students as part-time employees.
Of course, before, I will have in-depth communication with its employees and instill my ideas into them. I'll start doing this now. In terms of treatment, I think so. I mainly hire a girl who works five days a week at 800~ 1000 yuan/month. In addition, according to the sales commission. The other two part-time universities (junior college students) recruit students from universities (technical schools) and change them every week (of course, I won't choose them randomly). Every time they come to 20 yuan, they get a commission according to the sales of that day. The idea of changing people is to promote it more widely in their respective campuses. After all, this is the first birthday gift shop in Beijing.
And you can also ask them to be campus agents and collect birthday information in the school, so the business will expand. Hehe, there is an old saying: when you do things, you should be in harmony with the weather, people, geography and people. We must be patient and spend money to solve the important and necessary factors of success. In a word, if our big family can be consistent in Qi Xin, I am confident to run this store well, no matter how difficult or tiring it is, after all, this is the ideal first step in our life, and I will try my best to overcome the difficulties ahead to complete this cause! After these two steps are completed, the store will open, and it is essential to configure the computer and speakers. Mainly lies in creating that kind of warm atmosphere.
On the first day of opening, I will invite many friends to join us. After all, the more people there are, the more curious they are. My idea is to send balloons on the first day of opening. Then we will have a product demonstration. In a word, my idea is to make a sensation as much as possible, and if possible, I also want to invite newspaper reporters to cover it. I also want to develop a unique business. Our store implements door-to-door delivery business. If you don't have time or for other reasons, you can't send birthday presents to your friends. Our store can deliver them to your door and send you your best wishes. This service will be charged to 20 yuan, but every year today, your friend will receive a small gift from us. Our store can also gather customers who often come to the store to buy gifts and give you a special VAP membership card, so that you can receive holiday gifts from our store every year. Wish you a happy holiday.
The third step is to establish a joint venture with the cake shop. In fact, there are still enough cake shops here in Beijing, right? This also shows how big the market for birthday gifts is. Cooperate with the cake shop, as our cooperative cake organization, to carry out joint venture of personalized candles. You can cooperate with flower shops to promote diy flower business, and so on.
The fourth step is the purchase method. At present, I have two purchase locations in mind:
First, the gift purchasing alliance organized by Alibaba Forum has great advantages in price and quantity, but only a few of their gift styles meet the needs of our store. However, according to the plan of the alliance boss, the alliance operation can adopt the way of group purchase and supply: "First, purchase and supply directly according to everyone's wishes: everyone's wishes are mainly reflected through the weekly meeting of the franchise stores and the group purchase forum (which is still in the trial stage within the franchise stores).
The second is to organize group buying, that is, the allies who find the ideal supply release price and quantity information, and the allies express their opinions. Finally, the publishing allies or alliances will organize procurement in a unified way, and the allies who want goods will deliver them with the goods when ordering next time. The alliance also encourages allies to give full play to the advantages of regional industries to directly supply goods, which can not only enable more allies to find cheap and distinctive goods, but also enable suppliers to obtain additional profits and development opportunities. "In this way, our purchase pressure, the pressure of goods and the pressure of funds will reduce the overall risk of opening a store for the first time. Of course, I can make my own gifts slowly. If it's good, it's also a supply. Maybe I can open a gift factory in the future.
Next, if all goes well, it's about opening a branch again. Rent a store for about 50,000 to 60,000 a year. If it is paid once every six months, it is estimated that there will be about 20 thousand transfer fee,1~ 20 thousand decoration and other expenses. Other expenses 1 ~ 20,000,10,000 should be settled.
On the model of gift shop project planning book (3) I. Summary
A gift development planning agency once conducted a survey of thousands of people in the gift market. A person gives gifts 267 times a year, and the least is twice, with an average of 3.9 times. Among the gifts, the most expensive 1288 yuan and the cheapest 1 1 yuan, with an average of 35.6 yuan. According to the above data, the gift market is estimated: the national population is 65.438+0.3 billion × the number of gift givers per year is 3.9 × the per capita gift amount is 35.6 yuan = the market capacity is 65.438+0.805 billion yuan. Emotion is a concept with universal significance, which includes affection, friendship and love. Emotion is everywhere, condensed in the relationships among classmates, colleagues, comrades-in-arms, teachers and students, superiors and subordinates, parents, brothers, sisters, elders, younger generations, confidants, lovers and so on. The simplest, most direct and most effective way for people to express their feelings is to give gifts. Emotional gift industry is an attractive new industry. As a new economic growth point, developed countries have gradually matured. In China, this industry is still in the initial stage of development. Its market potential is huge.
Second, the company description
1. Company name: Xi Anxinrui Trading Co., Ltd.-x98 Arts and Crafts Professional Chain Store
2. Company tenet: Let happiness accompany and carry out parity to the end.
3. Company service: a gift, a heart, a blessing and a happiness.
4. Company form: joint-stock system
5. Company operation mode: independent chain operation.
Third, the company's business strategy
1, industry status
On the one hand, there are birthday gift shops and fashion jewelry chain stores specially set around birthday themes. At present, Xi mainly includes Qicai, Love Oxygen Bar, Kaixin 365, In the Mood for Love, 5 15 1, Colorful Keer, Aya, Fashion Youth and so on. The mode of operation is franchising, and its price is higher. The management system is not perfect, and the development of franchisees is uneven, so there is no real scale benefit.
On the other hand, it is a traditional individual shop or couple shop. Although it has been operating for many years, it has no scale, no brand effect, low knowledge and credit, and unsatisfactory economic benefits. It should be just a means of making a living to support the family.
2. Market analysis
According to the survey, there are three kinds of gift-giving phenomena: first, it is very common for some enterprises to give their employees birthdays as an important means to improve the cohesion of enterprises; Second, some business people use birthday gifts as family chips and play family cards in their business dealings; Third, in school, giving students birthdays has become a trend. These three phenomena have led to the scope of gift-giving beyond the past simple affection, friendship and love, especially for students. There are more than 100 universities, private and other higher education institutions in Xi, with more than 100 students. This makes the gift market broader.
3. Business model
We will expand our strategy in the form of self-operated specialty store chain, focusing on opening specialty stores in the commercial street around the university, and making full use of local wholesalers to cooperate by installment delivery and installment settlement. Carry out brand promotion, strive to make the company's brand bigger and stronger within three years, and then quickly promote the company's snowball development.
4. Market strategy
Implement unified store, brand, image, purchase, price, service quality and management system for comprehensive and unified management. Create economies of scale.
Fourth, competition analysis.
1, competitors-individual shops and couples shops. Their business philosophy is relatively backward, and their awareness of market economy and law is relatively weak. Therefore, the limitations of their management are relatively large, and the thinking of small farmers is more serious. Therefore, the quality of the goods they operate cannot be guaranteed, the purchase channels are limited, the varieties are single, and the service is poor. At the same time, the fashion novelty of goods is not strong, especially it can not attract the personalized needs of the younger generation. As a chain store, relying on strong financial strength and unified operation mode, we can ensure the quality of goods from the source of purchase, reduce the cost of goods from all aspects such as circulation, and face consumers with more favorable prices and better goods. At the same time, chain stores can carry out some promotional activities and advertise, while farm stores and mom-and-pop stores take care of each other and generally only stay in the traditional word of mouth. Moreover, because of their small storefront, they can't compete with it in several aspects, and the shopping environment is not ideal, so they can't provide consumers with better shopping enjoyment and freedom.
2. Competitors' birthday gift stores and fashion jewelry stores. It has certain standardization, scale and specialization, and the products are more fashionable and personalized. However, its price is high and its profit margin is large. Moreover, the strength of its affiliated companies varies greatly, and the management system is not perfect. In particular, some companies only pay attention to the development of the number of franchise stores and charge franchise fees. While ignoring the support of franchisees, follow-up services and regional protection. As a result, the management of franchise stores in the later period is chaotic, the development is uneven, it is difficult to unify, and they are fragmented, losing the advantages and scale benefits of franchise chains. As a professional chain store, there is no intermediate link between direct management and chain operation. We have more abundant product reserves, more professional management, more affordable prices and more humanized services. So as to meet people's personalized and fashionable gift-giving needs to the greatest extent and solve the practical difficulties of gift-giving and gift-giving. A gift, a heart, a blessing, a happiness, conveys the concept of happy consumption and leads the new trend of happy consumption. Compared with this, it has strong competitiveness.
Key points of verb operation (abbreviation of verb)
1, employee requirements: a. Sales staff: honest and trustworthy, responsible, self-motivated, with strong reaction ability and professionalism;
B. Manager: You must be a shop assistant for six months before you can take up your post.
2. Staffing: one-star standard store manager 1 name, deputy store manager 1 name, and 2 shop assistants (50 square meters).
3. Salary system: establish a humanized salary system, dynamically distribute wages and bonuses, and employees can participate in dividends. Maximize the retention of talents;
4. The principle of employing people: give every employee full trust and opportunity, and do what he can.
5. Store area: one-star standard store 50- 100 square meters, Samsung image store 100-200 square meters, five-star flagship store 200 square meters;
6. Pricing principle: a. New products (special products) will be listed in the form of x9.8 yuan, such as 9.819.829.8;
B. Promotional products (unsalable products after one month) should be changed from 9.8 to 5, such as 5 1525.
I recommend it carefully.