To open a home textile store, what issues need to be considered, and what aspects should be paid attention to. It is no longer necessary for franchisees and friends. This article will explain all the channels from the choice of the channels to the work to be done after the store is opened. .
The positioning of home textile brands is different, the grades are different, and the channels of choice will be different. Mid- to high-end products often choose brand flagship stores, department store counters, specialty stores, etc. as their investment channels.
As for what kind of products can choose a specialty store, I think any grade of products can be. In the high-end of the brand, the low-end to go, can be achieved in the store. In particular, low-end products can rely on the store system to succeed. Choose a store system for the following reasons:
First, for medium and high-end products, the department store's cargo space is always limited. Because it is a scarce resource, the cost of standing in a department store is huge, because there are high in-store fees, high store discounts, and regular elimination systems. Wait;
Second, for low-end and mid-range products, the bargaining power of hypermarkets and chain supermarkets is getting stronger and stronger, and the prices of outfield and in-field goods are getting higher and higher, which is an inevitable factor for the middle and low-end products to follow the channel innovation;
Third, the store has realized the real-time information communication of the manufacturer, and has strong controllability, and can form a certain competitive advantage in a certain area regardless of manpower, cost, price, consumer preference and brand;
Fourth, the store is actually a service and experience terminal, which is easy to form customer loyalty;
Fifth, the store's reproducibility is strong, as long as the management is in place, the vendor's win-win can be expected. Of course, specialty stores also have fatal weaknesses, such as narrow crowds and low traffic. Effectively solving these problems is the basis for the success of the store system. Money must be earned one point at a time. Don't earn one time and leave. This is the core concept of the operation of the store.
The operation of the store has two levels: one, a single store operation, and two, the overall store operation. The operation of a single store generally consists of three layers: the opening of a store, daily management, marketing and sales.
The opening of the store includes the following steps: market research and site selection, signing, approval, decoration, recruitment, and opening. Market research and site selection are very important steps, spending power, target groups, competitors, sales forecasts, balance point forecasts, etc., which determine the choice of location, rent, location, traffic, space size, and future sales. Remind that except for the single market, the core purchase decision makers and purchase performers of home textile products are women, whether it is the wedding market, the silver market, or the daily market. In this way, the purchase trend of the core consumer group is the key point for the location of the home textile store. For example, the 20- to 23-year-old age group and the 23-25 ​​age group and the 25-28 age group women’s purchase trend is very different. To put it another way, site selection is positioning, which market segment is located, and where the location of the store is needed. This is the key to the success of the home textile store.
The size of the store depends on the strength of the operator. Generally speaking, there are flagship stores, sample stores, and general stores. The flagship store is generally more than 200 square meters, belonging to the brand display store, all categories will have, for all target consumer groups; sample stores are generally between 80-150 square meters, often for 2-3 market segments; ordinary stores Between 30-80 square meters, only for 1-2 market segments, often the core product. After the site selection, the contractor usually needs to find the original homeowner. If it is a transfer, it will cost a part of the transfer fee. The signing usually requires 3-5 years.
There are two considerations here. First, the rent price is increasing year by year. A long-term contract is required to guarantee the controllable cost of rent. Second, if the operation fails, signing a long-term agreement is beneficial to the transfer. The standard of decoration is provided by most home textile manufacturers. The space distribution of the specialty store is roughly the same. It needs a vertical suspension area, a window display area, a sample display area, a checkout counter and a stock area, and a new product display area. Raw material display areas, etc., will be provided by specific design manufacturers. At the same time as the decoration of the store, the recruitment should be carried out simultaneously, and at the same time, it should be noted that opening is a good marketing opportunity. Differently positioned home textile products require different levels of clerk. Mid-to-high-end brands need mature and dignified female clerk. Low-end and mid-end brands can use some laid-off women workers. It is best to use clerk with home textile sales experience. But remember that if you do things like being a person, the quality of the clerk should be good, otherwise the disaster will be endless. As the saying goes, everything is difficult at the beginning. Opening is the starting point for the operation of the store. It must be planned well. The opening of a new store, whether for consumers or for competitors, has an impact. If the competitive brand is positioned similarly, the opening of the store will serve the purpose of attracting consumers and suppressing competitive products.
Daily management includes the following: training (including products, consumer psychology, transaction skills, public relations skills, wearing, language, etiquette, etc.), cleaning and maintenance, employee assessment (target assessment, salary), financial management (fund security procedures, turnover rate, etc.) ), consumer touch point management, inventory management (promotional items, gifts, receipts, sales, etc.), customer information management (basic information, purchase information, membership cards, etc.).
Training in daily management is a very important part. Sales are dependent on people, the quality of the clerk is the cornerstone of the sales of home textile stores. A mature clerk is incomprehensible, so training is essential for those clerk who have such shortcomings. Proficiency in product knowledge, promote purchases for different customers to stimulate demand, treat people with warmth and enthusiasm, do things well, be open-minded, good clerk is such a standard. Manufacturers or agents of company-operated stores are often much better than private agents in this area, training is relatively systematic. So for private agents, choosing a good store manager is the key to good training and performance improvement, and decentralization is a better method. Even if a family member enters a specialty store, they must obey the management of the store manager. To add a little more, "the use of people is not suspicious, the suspects do not have to use", and the "labor fee is small" is the reason to understand.
In the training, we must insist on the old and new, and the examples to prove that we can remember. Cleaning and maintenance is a must-do homework every day. It includes not only the floor cleaning in the store, but also the cleaning within 2 meters in front of the door. The store head, display counter and glass should be cleaned. The samples displayed should be replaced regularly. The cycle is basically 30 days.
The establishment of a specialty store is also the establishment and improvement of the service terminal. Therefore, the management of customer information and basic purchase information in daily management is very important. It is best to register any customer information, and every gift or promotional item must be registered. .
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