The process, conditions, matters needing attention and detailed rules for opening a luxury store

First, choose the brand 1. Generally, it is a combination of strength and strength. For example, customers have strong financial strength+the business area of major business districts or first-class shopping malls in first-and second-tier cities+about 50 square meters. You can choose international brands such as Nike and Adidas. You can also choose some children's clothes just launched by adult clothing enterprises, such as Anta, Li Ning, Kangnai, 36 1, Seven Wolves and so on. The children's wear of these enterprises has just been listed, and there are many blank areas in the market. These manufacturers are all clothing manufacturers and have certain advantages. Many of them are listed companies.

2. Poor strength. If you plan to open a shop in the third-and fourth-tier market or community, you should choose children's wear with lower price, visibility and price, and the joining conditions are more favorable. You can buy goods in wholesale markets, such as Bai Rong in Beijing, Luokou in Jinan, Ai Wu in Shenyang, Nansantiao in Shijiazhuang and Xikangfu Road.

3. It is the most difficult choice between financial strength and business circle, which requires customers to call N times for consultation. At present, the best sales volume of children's wear in China is Barabara, and there are Paikelandi and Shuihaier in the north, and there are good children's rooms, baby houses and Babu beans in Shanghai, and there are many in Guangzhou. Take Paikelandi as an example. Some cities are doing well and the market is saturated. For example, Datong Paikelandi did a good job, and others certainly didn't have a chance to join. At the end of 2008, I went to Tongliao on business and found that the counter of Parklandi shopping mall there had been removed. The failure of the brand in Tongliao caused other customers in Tongliao to hesitate when choosing a brand. When a brand fails in a city, it is difficult to attract new investment. This kind of situation should be investigated more, find the original boss or shopping mall to understand the situation, and then call or visit the manufacturer in person. If the factors leading to brand failure have disappeared or can be overcome, we will do it. If the brand does not appear in the city, we should also analyze the reasons and whether the price, style and style of the brand are suitable for the consumer groups in the city. For example, cotton-padded jackets and down jackets developed by some children's wear manufacturers in the south have poor cold resistance and cannot resist the cold in Northeast China or Inner Mongolia, or the time to market lags far behind the weather in the city. For example, in Xinjiang and Manzhouli, it is already very cold at the end of 10, and the winter clothes have not arrived yet, which will greatly affect customer sales. If you arrive one day late, you will lose one day's sales, stay ahead of your competitors and lose money.

4. Some brands don't require to open specialty stores, such as children's wear supermarkets or children's products general stores. Some manufacturers that have derived other children's products from children's wear are now opening life museums in a big way, such as Dr. Wa in Shanghai.

Second, site selection

The importance of location is self-evident. Generally, children's clothing stores are located in hospitals, kindergartens, maternal and child health stations or local children's clothing streets or children's goods streets. If the brand you join is not well-known, it is best not to choose a new business circle. These business districts may take 1-3 years to be hot enough, and some pedestrian streets will be empty after three years of development. In this place, the rent is low, but it is not popular. The same is true of newly opened shopping malls. In 2007, Zibo Store opened by Nanjing Central Department Store and Shijiazhuang Store opened by Wangfujing both ended in fiasco. The selected stores will not be demolished within 5 years. The selected shopping malls should be the best old shopping malls in the local area, and the newly-built shopping malls should be carefully selected.

1. To be a shopping mall, we should consider the popularity of the selected shopping mall and the sales of children's wear with the same price or brand awareness. It is best to bring up the real data. We should also consider the access conditions, deduction points, store celebration fees, promotion fees and guaranteed prices of shopping malls. A new brand entering a mature shopping mall may have a lot of trouble and need to be operated behind closed doors. Even if you go in, you will be eliminated because there is no guarantee. There is a brand that has been listed for two years, namely, entering Shijiazhuang Northland Mall and Changchun Eurasia Mall. The customer got the store manager, but the sales volume was not good, and the market and consumers were not handled well, and finally they were cleared. Go to the shopping mall after the Spring Festival or in autumn. At this time, the mall will adjust the position of the children's wear counter, and the children's wear that is not sold well will be retired or withdrawn by itself.

Advantages of shopping mall counters: there is a certain flow of people and sales. If you choose a shopping mall, it will be influential in the local area, easy to spread the brand and less energetic. Disadvantages: high cost.

2. The flow of people in shops on both sides of the commercial street is different, and the flow of people in adjacent shops is also different. It can be determined after observation, recording, comparison and analysis within a period of time. Some children's clothing prices and styles are suitable for opening specialty stores near mature large communities. Specially set up a comprehensive children's goods store with an area of 80- 150 square meters, including children's clothing, toys, supplies, food, drinks, stationery, etc. Can also be set, such as baby haircut, bathing, swimming and so on. If it is two floors, you can also set up pregnant women's classes or parenting classes, or hold various education and training classes.

Shop advantages: bargaining, customized promotional activities, shop display, etc. ; The longer the business, the more repeat customers; Disadvantages: If the choice is wrong and there is no target group, the rent will become the biggest cost.

Third, order.

Manufacturers usually hold this year's autumn and winter clothing ordering meeting around March, and next year's spring and summer ordering meeting will be around July. Some brands are separated in spring, summer, autumn and winter, such as Nike kids.

Classification of children's wear:

1, divided into boys and girls, according to age, babies are also called baby clothes in Taiwan Province or Hongkong (0-3 years old, size: (59,66,70,80,90), children (3-6 years old, size 80,90,100,65438). 1 10, 120, 130, 140, 150, also called juvenile clothes (11-kloc. Nowadays, the height of children in the south is very different, so they are generally distinguished by size. Babies and children have other names, so it doesn't matter. You can divide it according to size, or you can do as the Romans do.

2. From the season, it is divided into spring, summer, autumn and winter, that is, spring clothes and summer clothes.

Spring and autumn: vests, shirts, T-shirts, jackets, windbreakers, pullovers, cropped trousers, trousers, long skirts, suspenders and sports suits.

Summer: suits, skirts, dresses, T-shirts, shirts, cropped trousers, shorts, tops, etc.

Winter: down jacket, down vest, thick cotton-padded jacket, thin cotton-padded coat, cotton suit, cotton vest, thick trousers, cotton trousers and so on.

Accessories: backpacks, hats, underwear, gift boxes, scarves, gloves, socks, etc. Gift boxes are an important part of accessories, and some small brands sell well.

Manufacturers often classify goods according to year, season, style, color and size, and people who are familiar with the goods will know which year the clothes are when they look at the item number.

Precautions for ordering:

1. Calculate the number of clothes to be displayed according to the business area of the children's clothing store, and calculate according to the number of islands and sideboards in the renderings made by the manufacturer. The cross bar hanging by the island is 1.2m, with about 20 pieces for spring, summer and autumn clothes and 15 pieces for winter clothes. Hang about 5 clothes in spring, summer and autumn, and hang the first one as a set; Hang 2-3 hooks; In the island, 2-3 stacks, 2-3 pieces/stack. In addition, we should also consider the break-even point.

2. According to the climate characteristics, the ratio of clothes in spring and summer is 4.5: 5.5, and so is clothes in autumn and winter. The ratio of trousers to coats is 4.5: 5.5, and there are many coats. Hainan customers can't order winter clothes, and Northeast customers need winter clothes more.

3. Reserve about 20% inventory when ordering. For example, if there are 1 0,000 pieces of clothes displayed in the store, you need to order 1 0,200 pieces. After the clothes on display are sold, it is impossible to display them after purchase, but to leave the warehouse.

4. The children's wear display at the manufacturer's order meeting is divided into stories and series. If you think this series sells well, order it in a centralized way. Disrupting the series is not recommended. The designer just wants to make each series of children's clothes easy to match. For example, in 2009, Nike kids had a series of urban boys, and most customers concentrated on ordering this series if they were optimistic. Of course, it is not absolute. Some smart bosses and children's wear consultants are good at matching different series, which gives people a refreshing feeling.

5. Specific to each garment, new customers order the middle size and two small sizes, such as 100,10, 120, 130, 140. The minimum order quantity is 65438+. Two pieces, the code number is 1 10 and 120 ... Old customers often order the same amount. When a customer in Jiangsu ordered some down jackets, he simply placed orders of 50, 50, 50 and 50. The ratio of men to women ordering casual children's wear is generally 4.5: 5.5; For sports like Nike kids and Adidas kids, the proportion of boys is higher than that of girls.

6, combined with preferential policies, manufacturers will generally order tens of thousands, enjoy a few points of preferential or other material support policies, almost add orders, much worse.

7. Consider matching and out-of-season clothing: When ordering down jackets, order matching sweaters and shirts (or underwear and T-shirts); Booking out-of-season clothes can promote sales and promote the sales of clothes in season.

Fourth, decoration and display.

First, ordering and decoration can be carried out at the same time, let's talk about decoration first.

1, renderings are generally designed by manufacturers, and large companies such as Nike are appointed companies to decorate, and customers can pay. Some brands have strict requirements for a unified national image. Customers can buy props from manufacturers, and some manufacturers will give some support.

2. If customers decorate their own stores or make props, they should pay attention to choosing a decoration company and find more than two companies to quote. If the brand is above the mid-range, find a decoration company when decorating, not a street guerrilla. Bring the renderings from the manufacturer, let the person in charge of the decoration have a look, compare them separately, and let you feel the advantages and disadvantages. Of course, we should choose a company with low quotation and good reputation. The installment payment is indicated in the contract, and the balance of 5- 10% is linked to after-sales service; How to punish overtime work, etc.

3. If a specialty store or cupboard belongs to a shopping mall, it is necessary to pay the decoration deposit, property management fee and water and electricity fee to the shopping mall during the decoration, and also ask the customer to collect photos of the construction workers and go to the shopping mall to apply for a certificate. If they are looking for a company that often decorates shopping malls, they are familiar with the shopping mall process. Need to be reminded that the mall will accept the renovation results, and so will the fire department. The acceptance results are linked to the deposit, and those who fail will be detained. Customers remember to press the decoration company's money. If it is unqualified, the decoration company is required to rectify it and return all the deposits. Generally, there is no nozzle for decoration, and the cost is high.

4. Don't fix high cabinets and walls when decorating. If the store is demolished or the landlord raises the rent, it will be moved or closed down. This was the case with Weifang and Erdos customers before. First, it was torn down. Second, the landlord rents the facade to others at a high price. For example, customers should check materials and brands according to the quotation of decoration companies, and some decoration companies will resort to deceit in the brand and quantity of materials. If Nippon paint is used in the quotation, it will be checked and accepted clearly. The quotation uses 100 meter wire, which should be similar. Adding a column after the quotation is the "acceptance" column. After each project is finished, the customer should check and accept it against the renderings.

Increase or decrease projects, in the process of decoration, some projects may be reduced, and some will increase. These customers should also pay attention. Customers should renegotiate the amount of increase or decrease with the decoration company.

If there is a door, do it in advance, and the advertisement will go first. Last year, our company opened a street shop in Wangjing, Beijing, and the word "promotion" was not allowed on the enclosure in the shopping mall. I made changes and asked the decoration company to spray trademarks and advertising slogans on the enclosure. At that time, it was a trade-in activity, and I sprayed my adapted poem. The mall didn't say anything. You should learn to play the edge ball. Find relationships in advance, dredge some departments, and the Nike kids store in Qingdao opened. Because the customer has certain social relations in the local area, he pays less for the decoration.

6. When buying hooks, hangers (provided by some manufacturers), strips A and laminated plates, tell the seller to refund more and make up less, so as not to waste. The number of models purchased can refer to the opinions of the manufacturers. There should be a rest stool in the store, children's tables and chairs can be placed if possible, and a happy rocking machine can be placed at the door. Computer, stereo, led display screen, children's vcd, banner, dm flyer, etc.

Second, show

Display is to let clothes talk and let consumers buy together.

1, if there is no big dust in the store or the manufacturer has no special requirements. When the decoration is finished, it is displayed in advance. You can't wait for the children to put on down jackets before displaying them. You will start selling sorbets in winter! When displaying clothes, children's wear consultants can be trained in commodity knowledge, display knowledge and sales skills. Good shopping malls require children's wear counters to be displayed once every half month.

2. Display formula: center, sub-display, key display, pattern overlap, human posture, right side, color matching and dynamic.

1) Delineate the center: The image wall that customers first see is the exhibition center, and the golden position is located at the waist, slightly higher than the head. Neither too high nor too low, we should take care of the height of women in China.

2) Sub-display: divide the image wall into boys and girls area or children's wear and supplies area. Children's wear is subdivided into areas for babies, children and children. Baby clothes should be close to the display position of underwear and articles (bottles, nipples, milk powder, breast pumps, molars, etc.). ) to promote joint sales.

3) Focus on display: The clothes recommended by the manufacturer should be worn on the model or hung in a golden position or stacked, and the clothes on the model or in a golden position are easy to sell.

4) Stacking (paving) pattern: Down jackets can't be stacked in winter clothes, but other clothes can. Fold the patterns on the clothes with 2-3 pieces of clothes. One dress has Mickey pattern, and three clothes are stacked on the head, trunk and legs to form a "tofu block". The colors of these three clothes can be the same or different. You can also spread your coat and trousers on the booth separately, or spread several pieces of the same clothes according to the method of the next big and the next small. The colors can be different or the same color, giving people a feeling of selling a bunch of mountains.

5) Hanging people: The first clothes to be hung should be matched with underwear, shirts, sweaters, down and trousers, so that they look like real people. Underwear cuffs and sweaters should be elongated, and necklines should be set separately to create a "cool" feeling. Roll up a trouser leg. Symmetrically display boys' or girls' children's clothes, such as boys holding the right trouser leg and girls holding the left trouser leg.

6) Wrong hanging on the front side: the front hanging and the side hanging are staggered, with a coat hanging above and a vest, underwear, shirt, sweater, trousers, etc. hanging below. Match the coat hanging at the bottom.

7) Color matching: the colors echo from top to bottom and from left to right. A suit that the model hangs or wears, for example, the neckline or cuffs of the coat are lace, and the pants are preferably lace jeans or other lace pants; Red underwear+white coat is hung on the left or on the model, and white underwear+red coat is hung on the right. On the left is a navy coat, and on the right are navy trousers.

8) Dynamic: The cuff of the coat hanging or hanging on the model is a fortress to the pocket of the coat or trousers, just like a child's hand in the pocket; Put ordinary paper into the trouser leg and pin the trouser leg at the popliteal joint, so that the child's knee can be bent.

3, the model is wearing

1) Full-body models: the height of children's wear models is generally 60, 80, 100,10cm, etc. It's best to buy soft clothes, and your arms and legs can be put in different positions as needed. The clothes on the full-length model should match the climate at that time, and underwear, shirts, sweaters, coats, pants, etc. should be put on in winter. The whole body model can be placed in the window, and the baby whole body model can be placed on the floor of the side cabinet higher than the middle island. Bust model: often placed on both sides of the image wall, mainly wearing some recommended clothes.

2) Special collocation: clothes of different styles and colors can be worn on the same model, such as long-sleeved T-shirt+half-sleeved T-shirt+pants of different styles, with big inside and small outside and trouser legs rolled outside. Turn up the neckline, cuffs and hem to attract customers' attention. Female models can wear T-shirts+suspenders+open-necked shirts+big skirts from the inside out+small skirts. The skirt is pulled up with a fishing line and looks as proud as a peacock from a distance. You can also wear a skirt to make a classic shape of Monroe.

3) Some common sense: underwear or other clothes should be worn in suspenders and vests (vests) and cannot be displayed separately.

Fifth, openness and performance improvement.

The off-season of children's wear sales is obvious, so we should pay attention to ordering and displaying in advance. Promotional activities such as off-season, special price and float should be taken to improve performance.

From the peak season to the past, the sales price of children's wear is from high to low, with the original price or high discount first. With the passage of time, the clothing changed from full size to broken size, and the price gradually decreased. Pay attention to selling autumn clothes in spring and spring clothes in autumn.

I. Shopping guide (children's wear consultant)

1. Recruitment: Choose someone who has a strong sense of responsibility, is practical, loves to learn, loves to sum up, has a sense of responsibility, has a good attitude, has experience in selling clothing, shoes and hats, and is ambitious. Young mothers had better think from the perspective of consumers.

2. Training: Make full use of the resources of manufacturers and strengthen the training of consultants. Nike customers in Tianjin asked me to train consultants for two whole days one month before opening. This kind of training will undoubtedly help consultants improve their sales performance. It is suggested that clients make Monday morning10: 00-11:00. Consultants can learn from each other, watch VCD together or ask teachers for training. Carry out sales skills, children's wear knowledge learning, tap successful sales cases, especially develop consultants with more members and customers.

3. Daily management: combine performance management with improving work quality, and take consumer satisfaction as the evaluation index. A good consultant will display and match, and will also sell up and down, inside and outside, thin and thick, or the same style and different colors. However, if a customer buys a bunch of clothes and feels that they have spent a lot of money, they will return them the next day. Then this success is failure. It is necessary to cultivate the concept of consultants working for themselves, do everything well, whether it is simply greeting or cleaning, register the number of people entering the store every day, actively adjust the display and replenish the goods. In the spirit of doing more, consumers' satisfaction will increase a little and their wages will be paid a little more.

4. Salary management: Salary assessment should be linked to performance and consumer satisfaction, and the behavior of damaging the brand for performance should be put an end to. Consultants on probation should also be assessed. Capable customers can take the "internal branch" assessment method for consultants. Suppose the store is a company, accounting for costs, expenses and profits respectively. Soft indicators are consumer complaint rate, membership growth rate, brand reputation and so on.

Second, launch promotional activities from the trial operation.

1, featuring discounted goods, with the slogan "Children's Wear of Good Boy Company1from 9 yuan". The mantissa pricing method is adopted, that is, 8.9 fold, 7.9 fold, 6.9 fold, 189 yuan, 179 yuan. Or the more you buy, the lower the discount. Specials are clearly marked, giving the store manager flexibility and preventing the store manager from cheating.

2, float promotion, discounted clothes in the float will cause many customers to browse and buy. Shopping mall float promotion needs to apply, pay or participate in the overall promotion of shopping malls.

3. Public welfare activities have the best effect, such as holding trade-in or other public welfare activities, as well as activities with low-carbon materials such as children's painting, composition and beautiful baby evaluation. Trade-in has provided donations to children in poor areas, and also improved their performance and brand awareness and reputation. The trade-in promotion I made in my own store in Beijing only brought 13% sales at first, and now it accounts for 40%. Old clothes piled up in the shop.

Third, performance improvement.

1, the unit price of customers has increased, the number of people entering the store has increased, the floor efficiency has improved, repeat customers have increased, and the popularity and reputation have been continuously improved. The improvement of the above data is the direction of efforts.

2. Analyze goods, time, weather, shopping guides, consumers, etc. Use the invoicing system to expand success and reduce failure. Ordering scientifically and reducing inventory will increase profits.

3. Learn and communicate with manufacturers, customers in other regions and peers, master the trends of manufacturers, and learn from the successful experiences of other places and local peers.

4. Replenish the goods in advance in the peak season. For example, Changchun customers will give the replenishment order 165438+ to the manufacturer at the end of 10 to welcome the New Year's Day peak season. The peak season is coming, there are many replenishment customers and the logistics is busy. There may be traffic jams and snowstorms. Come out in the morning, half a beat faster than the competitors.

5, open online stores, some manufacturers support customers to open online stores, physical stores+online stores can undoubtedly increase sales, such as large or many stores, but also catalog sales.

6. The business ability of the owner is improved.

1) Like learning: It will be easier to do it if you can explore the laws and summarize the characteristics and successful experiences of the industry. Otherwise, even Nike and Adidas will lose money and go bankrupt.

2) Good at recruitment, management and assessment: stores mainly improve their management ability and solve the recruitment, management and assessment problems of shop assistants. Some shopkeepers go into battle without recruiting shop assistants, and the result is not as good as that of shop assistants, and the sales volume cannot go up; Some stores don't manage or assess the shop assistants, and eat the same pot. Management is an art, and it is necessary to manage employees humanely. The so-called management of people's hearts can't be like that proverb: people coax the ground and slowly coax the stomach.

3) Good mentality: I want to make a fortune, open a shop for a long time, and have the idea of being a century-old shop. Making children's products will not make you rich overnight. A good start does not mean a good future; A bad start doesn't mean a bad future. The sign of good management is to bring a few children or parents randomly on the street near the store, with a mention rate of 20% or higher.

VI. Present situation and development trend of children's wear market

First, the current situation of children's wear market

The children's wear market is known as the last piece of cake in the clothing industry. In addition to the original brand children's wear enterprises, such as Palanti, Shuihai, Babudou, Banna Piglet, etc. Many new members have been added and the pattern is diversified.

1. Children are crowded by adults, and children's wear developed by large domestic enterprises, such as Li Ning, Anta, Seven Wolves, Mason, 36 1, etc.

2. International brands, such as Nike, Adidas and Disney.

3. Cartoon brands, such as Haier Brothers Children's Wear, Jubilance, Rainbow Cat Lan Tu, etc.

4. Imported brands and export-oriented brands. After the financial crisis, the original children's wear foreign trade enterprises shifted their focus to the domestic market and changed their exports to domestic sales; Some imported foreign children's wear brands to become the general generation in China.

Second, the development trend

A) Brand operation: The successful experience of Fortune 500 companies tells us that brand is the only way and the only way.

B) Terminal supermarkets: The popularity of Zara and Uniqlo is proof.