How to choose children's clothes

Open a children's wear store, 30 must-read

1. "The right time, the right place and the right people" are good preparations for success, and opening a store is also inseparable from this old saying;

2. You can aim higher than the sky, but don't forget to keep your feet on the ground and step on your feet every step;

3. Anti-fraud, anti-counterfeiting and anti-theft, which have a special liking for newcomers, should be kept in mind after reading this "three defenses";

4. Don't believe in advertisements, don't join in, don't buy goods online, and keep this "three noes" in mind, because you don't have enough discernment;

5. Learn from small places, start from small things and start from small places. Remember these "three little things" can make you less stumbling in the early stage of opening a store;

6. Good storefront, good supply, good eloquence, and strive to become a "three good" shopkeeper, one step closer to success;

7. It is difficult to open a shop. Opening a store in 2008 may be more difficult than before. Happiness and success belong to those who can digest efforts and overcome difficulties;

8. Only the direction that suits you best, there is no absolute good direction, and the direction of choosing store-opening projects and business categories should be combined with your own positioning;

9. Before opening a store, remember that "men are afraid of entering the wrong line, and women are afraid of marrying the wrong person". Think about another sentence after opening a shop: "There are no industries and businesses that don't make money, only people and stores that don't make money";

10. It is more effective for a novice to open a shop and take care of it himself than to think of a hundred ways to guide others;

1 1. Learn some professional knowledge about clothing, such as fabric differentiation, such as color matching. You don't need a degree to open a shop, but you must have the ability to learn;

12. There is no absolutely good supply, and the children's wear house will not recommend any special supply. You can only find the best source for yourself;

13. It will be good for you to learn to deal with wholesalers, become friends with good wholesalers and become his favorite customers;

14. Run more when choosing a site, ask more people when opening a shop, and spend less snacks after opening a shop.

15. Learn to match and sell clothes, clothes and accessories, skirts and shoes, new and second-hand goods. When you match it, you will be elated.

16. Don't follow the trend when buying goods, don't be impatient when selling goods, and be steady in mind. Getting quick success and instant benefit may cost you more than you gain.

17. No matter how you feel, no matter what happened in front, smile at every customer who enters the store;

18. When receiving customers, don't rush for success, learn to put yourself in the customer's shoes, think about what the customer thinks and say what the customer likes to hear, so that the business can not succeed;

19. Pay attention to the weather when opening a store, and predict the late weather in advance when purchasing goods;

20. Fashion has a short fashion cycle and changes rapidly. Novices who have just opened a shop can't grasp the law, so remember to accept it as soon as possible;

2 1. Less money, more goods, less money confused, more money intoxicated, only goods can make you awake;

22. Do everything possible to eliminate expired inventory, otherwise you will have no profit and liquidity;

23. Commodities are money, and money can only create profits if it flows. Even if you can move quickly, you can still make a lot of money.

24. The method is more important than the direction. The direction cannot be changed every day, but the methods can be improved every day.

25. The method is much more difficult than the difficulty. Good methods come from constant practice, study, thinking and summary.

26. Opening a shop is not only about doing business, but also learning to be a man;

27. Opening a shop not only makes money, but also enriches the experience and experience of life;

28. No matter how busy you are opening a shop, don't forget to care about your health and your family around you. Health is everything, and love is happiness.

29. Thank your customers, those who support your relatives and help you. No matter how good or bad the business is, always be grateful;

30. Pay attention to newspapers, TV, Internet and people around you. Fashion trends are inside;

The above contents have been sorted out and are not exclusive and original. Welcome to reprint, spread, comment and supplement at will. ......

Children's wear consumption is not only influenced by parents, but also by children. In short, the characteristics of children's wear consumption are:

First, the market difference is small.

The principle of marketing points out that consumers' buying behavior is first influenced by personal factors. Due to the differences in occupation, education level, personality, hobbies and values, the demand of adult clothing consumers is very different, which makes the adult clothing market itself show great differences. So manufacturers often need to segment this market according to different factors. The children's wear market is different, and the main body of the market is children. Although parents' interference in children's behavior is different due to different family economic conditions, and children's purchase motives are also different, on the whole, children have little difference in clothing choice because of their different educational level and social experience. Therefore, the children's wear market can adopt the same or similar products, pricing, distribution channels and promotion strategies to achieve the purpose of reducing costs and obtaining maximum benefits.

Second, formal products are more important than substantive products.

Under the condition of modern socialized mass production and commodity economy, product is an increasingly complex overall concept, which includes three levels: physical product refers to the basic utility of product and the interests pursued by users when purchasing products; Regular products, including product quality, characteristics, brand, shape, packaging, etc. Extended products mainly refer to a series of services before, during and after sale. For the children's wear market, formal products are more important than substantive products. Consumers' buying behavior is dominated by buying motives. Generally speaking, consumers' buying motives can be divided into physiological buying motives and psychological buying motives. According to different psychological factors, psychological purchase motivation can be subdivided into perceptual motivation, rational motivation and patronage motivation. Children's buying behavior is mainly influenced by emotional motivation, showing impulsiveness and instability. Innovation, competitiveness and curiosity can all promote children's buying behavior, such as strange pockets on clothes, strange signs and cartoon characters, which can arouse children's strong desire to buy. Therefore, it should be emphasized that children's consumer goods have diverse functions, unique appearance and exquisite packaging, which are in line with children's psychological characteristics of novelty, novelty, beauty and activity. Such goods can arouse children's strong interest.

Third, advertising has a strong publicity effect.

The role of advertising in commodity promotion has long been recognized by manufacturers, so many manufacturers do not hesitate to spend a lot of money on various advertisements. Compared with adult consumer goods, advertising plays a more prominent role in promoting children's wear. This is mainly because children's consumption behavior is highly transferable and easily influenced by the outside world, such as parents, peers, classmates, teachers, manufacturers and so on. The most basic means for manufacturers to influence children's consumption behavior is advertising, especially TV advertising. The potential influence of TV advertisements on children's consumption behavior is determined by the nature of advertisements. Through vivid images, bright colors, pleasant sounds and attractive pictures, TV advertisements make children feel endless fun and excitement, and infants can already watch TV advertisements. According to the survey, children usually watch TV for 25 to 30 hours a week, and children under five watch more. Therefore, some new children's wear should be opened or squeezed into this market, and repeated stimulation of advertisements is an effective way.

Parents have a clear memory of children's clothing with a large amount of advertisements. They will consider these brands first when making a purchase decision. Nowadays, few children's wear brands get high popularity and reputation without advertising.

Fourth, children are increasingly entitled to purchase.

According to relevant social survey data, children have absolute power to buy snacks, drinks, clothing, toys, stationery, etc., which has an increasing influence on parents' buying behavior. In China, the role of children as buyers is particularly prominent. On the one hand, there are a large number of children in China. On the other hand, the only child is a special phenomenon in China families. They are the core of the family, the "little emperor" and "little sun", and a large part of the family's consumption expenditure is spent on them. With the development of China's economy and the enhancement of people's purchasing power, the purchasing power that was almost 100% in the hands of adults more than 20 years ago is now in the hands of many children. Children have more and more pocket money. In the past, parents gave their children pocket money and asked them to save it until they needed it and knew how to spend it. Today's society is a commodity economy society. Many parents give their children pocket money in order to let their children learn to spend as soon as possible and adapt to society as soon as possible.

In a word, adults usually buy children's clothes by designated brands. However, 60% of parents will consult their children before making a decision when shopping. Parents who reflect their parents' full consideration of their children's wishes but play a decisive role; The quality of children's wear, whether children like it or not, and whether the price is reasonable are the leading factors that lead parents to buy it.

Five, comprehensive shopping malls and supermarkets are the main places to buy children's wear.

More than 95% consumers buy children's clothes in comprehensive shopping malls and supermarkets. Children are willing to go because of the full range of products, reliable quality and many activities. Not only shopping, but also a good place for leisure and entertainment. Few people buy from children's clothing stores, because there are few such stores at present and their popularity is not high. Fame and children's love to go are the main reasons for choosing a place to buy.

6. The main buyers of children's wear are young parents.

Children's wear consumption accounts for the largest proportion of children's consumption, but the purchase frequency is low. The direct consumers of children's wear are mostly 25-35 years old. Most of them are parents of children, and they are groups with economic strength.

1. Christmas, New Year's Day, Spring Festival and students' winter vacation come one after another, and people have more free shopping time;

2. At the end of the year, in order to highlight the competitive advantage and seize the market, manufacturers will inevitably launch more promotion strategies, which will inevitably enhance the profit space of operators;

The eve of Spring Festival is the traditional consumption peak of Chinese residents, and children's wear sales is no exception. According to statistics, the sales of children's wear account for about 40%-50% of the annual sales:

Nowadays, parents spend a lot of money on their children. It is a habit and more willing to buy new clothes for their children on holidays.

On the eve of Spring Festival, China people have the custom of giving gifts and buying new clothes for their children as gifts. There are not a few people who have this choice;

Case:

Some people say that fashionable and beautiful clothes always belong to women, but in the past two years, a series of large-scale children's fashion shows have attracted people's attention. Nowadays, children's clothes are very fashionable, and the price of a child's clothes is often not cheaper than that of adult clothes. The reason is that the living standard of every household has improved, and the little emperor and princess at home are definitely different. Clothing naturally pursues individuality. Ma Jun, a Beijinger, originally made adult clothes, saw the business opportunities in children's clothes and opened a children's clothing store near Zizhu, Beijing three years ago.

Although children's clothing stores have great business opportunities, the competition is also fierce. Because of this, Ma Jun, with his many years of experience in clothing distribution, adopted the corresponding strategy as soon as he opened the store: 1. Develop members to attract and develop a certain customer base. At the same time, when new goods arrive, you can inform customers by SMS in time. 2. Keep the goods or reservations. Such services can meet the special needs of customers, and some of them are designed by customers themselves. 3. door-to-door, he can deliver goods to any customer within the fourth ring road for free, as long as he needs it. These services are unique among peers. Ma Jun believes that the biggest selling point of children's wear is the fashion of styles and the popular trend of colors. So as long as he has time, he will go to Beijing's major clothing markets to find supplies. Occasionally, I will take my 5-year-old son to find feelings together, because the most taboo in making children's clothes is to choose colors only according to my own preferences, and to have certain sensitivity. Before the arrival of the peak season, it is necessary to understand the fashion trends such as colors and styles of children's wear.

In addition, Ma Jun also has his own set of store decorations, such as hanging some popular colors and styles in the most conspicuous places, and putting some small toys and stickers under his clothes for children. Ma Jun said that he pays attention to making money with emotion in business, and simple business relationship will make his business worse and worse. For example, a customer gave 100 yuan to buy a dress from 97 yuan. If it is difficult to give money directly to the customer for 3 yuan, it is better to give the child a small toy worth far more than 3 yuan. In this way, children like it and parents feel it is worthwhile to reach mutual trust with them and will come again next time.

In the past three years, Ma Jun's children's clothing store has grown bigger and bigger, and Ma Jun is also happy.

Operation practice:

First, open a shop independently.

Procedure:

First of all, the registration of retail enterprises must have a registered capital of 300,000 yuan;

Secondly, it has legal business premises;

Third, prepare more enterprise names for business name search;

Fourth, go to the industrial and commercial registration department where the enterprise is located for consultation, and generally get the industrial and commercial business license within 30 working days after the name inquiry is completed.

After the industrial and commercial registration is completed, the tax, health and other aspects of registration will be carried out.

Store location selection:

Generally speaking, the following points should be considered when choosing the location of this kind of children's clothing store: 1. Choose a high-end comprehensive shopping mall with strong business atmosphere, large passenger flow and strong popularity; 2. Choose a commercial street with high popularity and large passenger flow (the passenger flow demand should meet the characteristics of the target customer group); 3. Choose nearby famous shops (such as McDonald's and KFC); 4. Choose large communities and nearby residential areas. 5. Whether the market supporting facilities are complete and how the performance of the same industry is.

In-store layout:

Signboards and windows of children's clothing stores should preferably show the prices of goods or services. It should be noted that the wrong display different from the real thing usually leads to customer dissatisfaction and reduces the number of customers. You can also try to change the way goods are displayed, giving people a brand-new feeling. Seasonal changes, school opening and holidays are all good themes. The display of discounted goods should also be carefully arranged. The main long-selling products should be placed in inconspicuous places in the store, while the products that stimulate customers' desire to buy should be placed in front. This kind of decoration can attract customers into the store, at the same time, it can improve the exposure of the goods in front and increase sales. In addition, other space arrangements should be considered. If the warehouse is located behind the store, there should be enough space behind the counter to place those goods that are not easy to store, and if necessary, a repair room should be reserved; Clothing stores should also have fitting rooms. Toilet is also essential, because it can provide convenience for guests, especially those remote shops.

Purchase options:

At present, the main sales bases of children's wear in China are Baima Shishi in Foshan, Fujian and Zhili in Huzhou. Foshan, Guangdong is the place where children's wear is most concentrated, and children's wear at any price can be found here. Hangzhou clothing wholesale market is also rising, becoming a wholesale base radiating the Yangtze River Delta and even the whole country. Wholesale markets such as Sijiqing attract more and more clothing merchants. These wholesale markets are the best sources of goods.

In addition, choosing a wholesale market close to your store can reduce transportation costs. You can also choose a well-known and reputable wholesaler and remit money to the wholesaler with a bank account, so that you can deliver goods in different places. This will not only allow new loans to come quickly, but also save the cost of personnel going back and forth.

Need to be reminded that children's wear should also pay attention to the selection and update of styles and colors. Most parents like their children to dress beautifully and cutely. In addition, the texture of children's clothing is very important, and any parent pays close attention to their children's health. Some pure cotton underwear and socks are parents' first choice. At the same time, preparing some children's toys in the store often brings some unexpected gains. In addition, it is understood that with the improvement of citizens' consumption level, the market for low-grade children's wear has been very limited, and middle-grade children's wear has gradually become popular. Therefore, when shopping for goods, we should pay attention to choosing middle-grade children's clothes with moderate prices.

Marketing strategy:

In the clothing industry, the most important thing is that operators should have an appreciative eye. Children's clothes, shoes, hats and socks, including toys, should be measured from the perspective of consumers, and whether imported goods are beautiful in the eyes of local people should be considered. This is the key to the profitability of operating mid-range children's wear. In addition, we must master the following strategies:

Pay attention to the shop layout. Store layout should be attractive and childlike, and parents with children should be willing to come to your store.

Hire experienced people as salespeople. Because people who have experience in clothing management know how to operate and can do business. When the clothing business is busy, you can hire 1-2 salespeople, and when you are free, you can hire less or not, and you can be both a boss and a salesperson.

Good service attitude. It is important to be kind and make money in clothing business. The store mainly has a good service attitude, warm and thoughtful, tireless, in order to win repeat customers and improve visibility.

Pay attention to the advertising effect. The name of the store should be loud and catchy, which is easy for adults and children to remember. Make shopping convenience bags printed with advertising effects. In case of new semester, holidays, seasonal changes and other opportunities, we should advertise in time to inform customers of preferential price reduction and profit-making, expand passenger flow and seize business opportunities.

Second, open a franchise store:

Brand selection:

Opening a franchise store and choosing a franchisee is the top priority. Therefore, we should be cautious in the choice of franchisees.

At the beginning of choosing a brand to join, we should first pay attention to the clothing in our city.

Do a certain understanding of the market, especially the peers in the business circle around your store, and be sure. If the consumption level in your area can't be compared with that in economically developed areas, then you can't blindly introduce high-priced children's wear. Children's wear is a special commodity, and its purchase depends entirely on consumers' love for it. Because of this, whether the brand clothing you want to join has a good reputation in the local area and how popular the product is are all factors that need to be investigated.

In addition, carefully check whether the joining company can give you enough profit margin. Because it is not enough to look at superficial discounts and exchange rates, there are still many hidden items that you may not see.

Understand whether its supply is normal. This one is often overlooked by many people, but it is actually very important. You can get the phone number of the franchisee who is currently operating (or has operated) the brand through the company or other channels, and call directly for consultation, and the answer is the most real.

Does the company provide training and service support? At present, most of our franchisees engaged in clothing business lack business experience. In order to ensure the high success rate of business, we need the training support of the company very much. From the store image and display guidance to the use of commodity management and promotion means, if the company can train you in a whole set of ways, your business success will be guaranteed by more than half, otherwise the future will be bleak. So before signing up, you should also ask how much training and service support the company can give you. This is very important.

According to the test results of children's wear sales brands of key large-scale retail enterprises in China by China Commercial Information Center, brands with high market share include Mimiao, Paikelandi, Lalafang, Shuihaier, Atour, Yixiu, Banna Pig, ABC, Manlinge, Haohaier and Ba. Among them, the rankings of Mi Miao, Paikelandi and Les enphants are basically in the top position.

Brand marketing:

In marketing activities, we can combine market hotspots to launch conceptual marketing that allows consumers to participate in commodity display or evaluation activities in shopping malls. For example, children's wear product quality tracking marketing activities are held, and product quality concept marketing is advocated through after-sales service, quality tracking and information feedback, so that consumers can buy with confidence and satisfaction. Another example is to hold a new children's wear display and product promotion marketing activities. During the exhibition of new products, please "Little Emperor" to the shopping mall to "comment" on the children's clothes displayed. At the same time, factory designers are invited to the counter to listen to customers' opinions, introduce product design ideas and concepts, and guide consumption, which can not only increase sales, but also expand influence.

Need to be reminded that children's wear should also pay attention to the selection and update of styles and colors. Most parents like their children to dress beautifully and cutely. In addition, the texture of children's clothing is very important, and any parent pays close attention to their children's health. Some pure cotton underwear and socks are parents' first choice. At the same time, preparing some children's toys in the store often brings some unexpected gains. In addition, it is understood that with the improvement of citizens' consumption level, the market for low-grade children's wear has been very limited, and middle-grade children's wear has gradually become popular. Therefore, when shopping for goods, we should pay attention to choosing middle-grade children's clothes with moderate prices.

Marketing strategy:

In the clothing industry, the most important thing is that operators should have an appreciative eye. Children's clothes, shoes, hats and socks, including toys, should be measured from the perspective of consumers, and whether imported goods are beautiful in the eyes of local people should be considered. This is the key to the profitability of operating mid-range children's wear. In addition, we must master the following strategies:

Pay attention to the shop layout. Store layout should be attractive and childlike, and parents with children should be willing to come to your store.

Hire experienced people as salespeople. Because people who have experience in clothing management know how to operate and can do business. When the clothing business is busy, you can hire 1-2 salespeople, and when you are free, you can hire less or not, and you can be both a boss and a salesperson.

Good service attitude. It is important to be kind and make money in clothing business. The store mainly has a good service attitude, warm and thoughtful, tireless, in order to win repeat customers and improve visibility.

Pay attention to the advertising effect. The name of the store should be loud and catchy, which is easy for adults and children to remember. Make shopping convenience bags printed with advertising effects. In case of new semester, holidays, seasonal changes and other opportunities, we should advertise in time to inform customers of preferential price reduction and profit-making, expand passenger flow and seize business opportunities.