The bustling area is not necessarily suitable for underwear chains

Shop is not as simple as addition, subtraction, multiplication and division, it involves many aspects of location, financing, purchase, sales, financial management, any one link may lead to incomplete investment chain rupture.

Now that young people start their own business as the boss has become an upsurge, whether it is a slapstick online store, or a real gun to open their own underwear to join the chain, the operating apparel underwear seems to be their first choice. The face of the newspaper, "monthly earn tens of thousands," "Risui 3000" and other inflammatory reports, as well as brand clothing overwhelming advertising, still immature entrepreneurs will unconsciously feel good about themselves, that others can make money I will certainly be able to make money things, blindly follow the sensation of a handful. However, although the investment in clothing stores is not large, it seems not complicated, but the underwear store is not as simple addition, subtraction, multiplication and division, it involves the site, financing, purchase, sales, financial management and many other links, any one link Inconsideration can lead to the breakdown of the investment chain. Therefore, for those who want to devote themselves to clothing store entrepreneurs, careful study of the details of each step is the key to investment success.

The most prosperous is not necessarily the best

If you want to open a own clothing store, where should I start? "Science Investment" that the choice of underwear clothing store location and the choice of goods is a magic weapon to win, these two resolved well, there are more than 70% profit store grasp.

After attending color training, AiQong of Guangzhou started preparing for opening its own clothing store from November 2004. Her site selection and inspection of the wholesale market are almost simultaneous. There are many clothing wholesale markets in Shenzhen and Guangzhou. She strolls a lot of wholesale markets in Shenzhen, such as Nanyang, Fiesta to Guangzhou, Thirteen, Baima, Humen and Fumin Throughout, to each wholesale city of goods features and prices do have a mind. At the same time she also closely monitors the transfer of clothing stores in major newspapers in Shenzhen. In January 2005, she found a satisfactory position.

Ai Tong's store did not choose the most prosperous Shenzhen Huaqiang North from the very beginning, because she felt that she had entered a strange industry. If she settled down in the bustling strip from the very beginning, she might well lose her investment because she invested too much. In the "safety first", do not want to take the idea of ​​too much risk, she began to look in that area is not very prosperous place, so that rent can be reduced, although this profit will decline, but Ai Tong do not want immediately To make too much money, she wanted to accumulate experience and learn from her investment in the first year of her career. She hoped that they would have more experience and seek more development.

Ai Tong found the store is located in a residential area concentrated roadside surrounded by a row of fifteen sixteen clothing stores. Sublease rent is 2,700 yuan per month, there is no transfer fee, the rent is paid quarter, she and the landlord signed a one-year contract. Although this location is relatively partial, but Ai Tong several times in advance to nearby inspections and found that this row of clothing store has existed for a few years, in a nearby neighborhood has a certain visibility, and sometimes there will be someone who specializes in car Amoy goods here.

Pay attention to the choice of shopping district

Underwear chain store location is very important, it is important to almost determine the survival of businesses. For example, women as the main sales target, we must pay attention to women's shopping most will choose the clothing store and commercial street focused on the franchise stores, so as to conduct targeted sites. Because those places to choose from more clothes for comparison, which is also determined by women's shopping psychology.

In the site before, we must first determine the customer base of choice. In Beijing, for example, if you choose 18-25 year-old woman as a customer base, choose Xidan shop than in the East Fourth suitable. Because although the same is a bustling commercial street, but more than the East Fourth Street stores around the 25-30-year-old white-collar women dominated by high quality goods, the price is relatively high; and Xidan facing customers are younger, choose Clothing pay more attention to style, fabric and workmanship and other details will not be too picky. This is to pay attention to the concept of "shopping district."

In general, the sales range of underwear chain stores usually have a certain geographical boundaries, which is relatively stable business district. Different clothing stores due to the management of goods, transport factors, geographical location, scale of operation and other aspects of the size of its business district, there is a big business district form differences. It is not only helpful to formulate the business strategy, but also help to formulate the market development strategy. Successful use of business district strategy can lay a solid foundation for clothing stores, clothing store to enhance the image to create and promote customer-specific needs, and customers to establish a relationship of mutual trust. Of course, the use of business district resources, the business to the customer's heart, so that they willingly become repeat customers, which is also one of the basic skills of clothing store district strategy.

With Ai Tong's choice is similar to Miss Luo Beijing's stores are not selected in the downtown area, or even a concentration of clothing stores, but her 25 square meters of foreign trade clothing store, but can reach the peak season sales of 7-8 million amount. Because the location of this shop seems rough, but look carefully and very good. For example, Miss Luo's shop is located in a residential area must go through the small street, this small street is only two narrow lane, because the road is narrow so often traffic jams. Opposite the residential area is a key primary school where parents are generally non-rich or expensive. Every day when primary school goes to and from school, there are many traffic jams every day because of the large number of parents and the narrow roads. Traffic jams are a hard thing for those who drive, but because driving a car is generally the child's mother, traffic jams can be seen through the window of her shop to display a variety of clothes, and some people will find time to buy My favorite product.

A row of shops in the street there are hardware stores, restaurants, real estate agents and dry cleaners, but there are only two clothing stores, and the other is mainly done underwear business, Miss Luo's shop without competitors, although the lack of The peer "get together" attraction, business is still not bad. In addition, there are several dozens of storeys at the exit of this street. White-collar office ladies in the office like to go out to the clothing store during the noon breaks, potentially increasing the potential customers. In the office, they also cause chain purchases Effect, increase the reputation of the store. Another triad adjacent to this street, there is a high-end residential buildings, there are many full-time wife in the house, they are Miss Luo shop in the regular. Miss Luo around the shop, there is a brand name primary school, a residential area, a luxury apartment, three office buildings, and is the only way out of primary schools and residential access. Of course, hard to find such a location, but few people can think of such a location is a good location. Many investors think the boutiques are busy downtown is a good place, but clothing stores focus on fierce natural competition, business has been affected, so when the site should be carefully brains to analyze the pros and cons of the store, to be invincible Ground

When analyzing the business district and investigating competition stores, investors in clothing stores should also thoroughly analyze whether their stores have the same function with nearby stores due to the same content of the products, and whether the proximity of the stores will have a negative impact on each other and whether they can increase through mutual cooperation The attraction of this area. For example, if there are a number of leisure clothing stores around the natural competition in the level of casual wear will be fierce, then this can be misplaced, the target locked in the ladies wear or professional wear, the effect may be better; another example, if Survey shows that consumers here prefer Shanghai brand, do not like Wenzhou brand, then you can give priority to joining the Shanghai brand. After these issues are clear, you can look for sources of goods. Investors also need to observe the other commodities around to explore the competition. It is best to visit in depth their business area, types of goods, the number of employees and hospitality skills and other basic factors, and then find their own advantages and disadvantages through comparison. Ai Tong's approach in this regard is to act as a shopper in front of their own shop before consumers to understand the surrounding dozen stores of goods and positioning, pricing. Sometimes she even buys a few items at her colleague's shop to get more useful information.

If you can not find the right downtown area of ​​the store, you can try to share with others, the two sides share a storefront. This will not only save rent, but also under the same roof of the two industries, the same customer attributes and products can complement each other, but also receive complementary effects. Such as jewelry and clothing stores, bags and clothing stores, or underwear and clothing shops, are suitable for "supporting" business projects.

Interpretation

Crowd is money tide, shop people are special pay attention to popularity, popular business. Clothing stores, if elected at the station, light night market, entertainment, shopping malls or shopping streets near, at least accounted for seven points. Because the steady stream of people is a niche, so many potential customers, as long as the sale of goods or services provided to meet the needs of consumers, are not afraid of no good performance.

However, is not the time to choose the store, find the crowded places like it? In fact, not always true. Many people have a misunderstanding, that is, the flow of people as a lot of the only good or bad standards. It is true that the flow of people is an important factor that determines the success or failure of a business. However, it is even more important to understand the objective of spending on passenger flow. Before you open a shop to study, not how many people flow each day, but in these flows, your "potential customers" or "effective passenger traffic" how many.

Before opening a store, it is best to do some "best store selection" work. One of the most important tasks is to measure and analyze the effective flow of people. Professional site selection company's approach is to send staff to stop the stopwatch with the target place to measure the flow and to ask the target, which for ordinary investors, although the operation of a certain degree of difficulty, but in the vicinity of the site to do a general survey of human traffic and necessary Targeted inquiry is still necessary.

Good store characteristics

In general, good stores have some common features, these features are:

(1) City Center District

This area is also generally a commercial center, downtown, commercial activities are frequent, the operating atmosphere is better. This shop is the so-called "land of great size." For the apparel industry, the downtown area of ​​the popular update soon, if the slow flow of goods, it may not be outdated before the sale of clothing, which paving the way in the city center of the unfavorable side.

(2) high-density residential area

Residential population is concentrated, high population density. Confused at the consumer level in such areas, people of all ages and social strata have. No matter what style of sale or type of clothing, there will be a certain customer base.

(3) convenient transportation area

Convenient transportation is the primary condition for consumers to shop. Generally speaking, if there is a bus stop near the shop, or the customer's walk time is 15 minutes, the shop is worth considering.

(4) into a city into the area

For clothing such optional products, if you can focus on peer "get together" lots or blocks, it is more conducive to business. Because there are many shops that run similar products, customers have more opportunities to compare and choose here. For example, Chenghuang Temple in Shanghai, Xidan in Beijing, Xinjiekou, and Jiefangbei in Chongqing are mostly good businesses because of the cluster effect.