How to operate a clothing store is closely related to the positioning of goods and the vision of purchasing goods. To do a good job in a clothing store, besides having a good sales method, the most important thing is to "know" how to buy.
The word "know" contains a lot of content, not only to know the place of purchase, the price level of each wholesale market and the customer groups faced, but also to know the preferences and body characteristics of the customer groups targeted by the small shop. More importantly, we should shop around and practice a pair of critical eyes. This kind of experience needs the accumulation of time and experience, and it takes at least three years to reach perfection.
Clothing selection should be marketable and appropriate, referred to as "double fitness", which is a key for businessmen to grasp. In clothing business, it is necessary to be marketable and moderate, but it is difficult to grasp the "accuracy" of the two. Many investors who set up shop for the first time suffered a big loss when they first purchased the goods. Some even said with a smile: the first batch of goods that open clothing stores will be overstocked, and the first batch is best to buy less. Here are some examples for analysis. In view of my limited level, I hope more business friends can give me advice.
Lost in the first purchase
On the purchase, Miss A stumbled for the first time. Before the first purchase, she carefully analyzed the goods sold by her peers around her and found that most of their goods were imported from local foreign trade factories and wholesale markets. In order to show that her goods are different from theirs, Miss A decided to find some more distinctive sources. On the Internet, she saw that many people praised Hangzhou's foreign trade clothing wholesale, so she went further and further during the renovation of the store and bought goods in nine planets, Zhongxing and other wholesale markets in Hangzhou. Needless to say, the journey was tiring and hard. When she arrived in Hangzhou, she found that many wholesalers heard that she was from Shenzhen and looked at her with strange eyes. When she returned to Shenzhen with goods worth 1.5 million yuan, after operating for more than a month, she slowly found that these goods were available in the wholesale market in Shenzhen, and the wholesale price was half lower than her purchase price. Miss A realized that she was begging in Jinshan, but she was smart enough to ignore the large number of wholesale markets around her.
That's what bothers her more. Even if the goods are expensive, as long as they can be sold, they will earn less and there is no big problem. Unfortunately, because she didn't know the physical characteristics of nearby consumers carefully before entering the first batch of goods, the shirts and pants she bought were too small. There are many customers in the store, many of whom are attracted by the beautiful decoration, but most of them are customers over 30 years old, with plump bodies, and the size of Ai Jintong is too small for them. I can only achieve 200 turnover to 300 yuan in one day. Because the store rent is low, Ai Tong didn't lose money, but the clerk she hired said that according to the passenger flow after opening, if the clothes in the store are of the right size, it can reach 1000 yuan a day. Ai Tong knew that he had fallen into the maze of his first purchase. Gradually, I saw that the first batch of goods was taken wrong, not only the wrong size, but also the wrong style. Most of the customers in the store are women over 30 years old, and most of them like casual style. Miss A's first purchase is mainly a shirt, which is more orthodox and suitable for working people, but not for her customer base.
Operators of clothing stores will face all kinds of confusion when purchasing goods, such as choosing their favorite styles, sticking to their own tastes, or choosing more fashionable goods? Do you listen to the wholesaler's suggestion that a certain style is easy to sell, or just choose your favorite color? Do you buy in a nearby wholesale market, or do you buy in a well-known market elsewhere? These problems have been testing the investors in the store since the beginning of the store. They seem to have entered a big maze. Every exit seems to have hope, and every exit seems to have a bleak future.
Practice the golden eye of picking goods
In the purchase experience, Miss B of Shunde is an expert. Her shop is in a small commercial street on Gaokan Road in Daliang. In the past five years, this clothing store with a poor location has brought her nearly 10,000 yuan every month. Now she is the owner of three clothing stores, and the clothing sales business is booming.
Now, Miss B has handed over the management of the clothing store to her sister. She has been in charge for more than two years. Customers like to ask her to help them choose clothes, but Miss B still can't hand over the clothing store completely, because her sister's eyes still need to be honed in purchasing goods.
The ancients said that grinding a sword in ten years is bound to be earth-shattering, and Miss B can be said to have practiced for five years, and when her eyes shine, she can see the best-selling new model. Miss B runs a bulk store, where clothes, shoes and purses are all in the wholesale market. She said that if the clothes are "scoured", the business will be good, otherwise the relationship with customers will be familiar and the clothes will not be sold. Speaking of the difficulty of purchasing goods, Miss B has developed the skills of "quick, accurate and ruthless". Only in this way can we choose the right goods and minimize the purchase cost.
Due to the booming business, Miss B has to purchase goods three times a week, and every time she takes a bus from Shunde to Humen, Dongguan at around 6: 00 am. After arriving at Humen around 8 o'clock, she got off the bus and ran to the wholesaler's shop. In just four hours, she often scours several shops for goods worth 10,000 yuan or 20,000 yuan, and then returns to Shunde by the 12 long-distance through train.
Miss B said that she can accurately purchase goods mainly by three points:
First, grasp the local market: what new varieties have emerged? What is the sales trend? What is social stock? What is the price increase? What is the purchasing power status? Generally speaking, I have a good idea.
The second is to prepare the purchase plan, of course, it can also be modified during the purchase process.
Third, when purchasing goods, first go to the market and compare the prices of various markets and wholesalers, because there are many cases of clothing wholesale "dumping goods", and often goods from 20 yuan in one market can be obtained in another market 15 yuan, so it is necessary to compare before starting to purchase goods.
Many people have an understanding of clothing management, that is, they only take the new ones, and even if the old ones sell well, they will not replenish them, so that the new products in the store will continue. But miss b doesn't do that. She will never stop buying a style just because it is a hot old one. Instead, she will seize the market demand to replenish quickly and continue to sell until the momentum weakens or the models are sold out. Because once the hot-selling style wins the market recognition, the sales volume will hit record highs, which is much easier than trying to sell other styles and can bring more profits.
Once, she took a fancy to a new women's wool coat with a good style, but she had never sold such a style before, so she sold out five pieces in advance and one day. The second time, she boldly entered 40 yuan and sold it out in three days. Later, she bought 30 yuan at a time, and the sales momentum has been very good.
Buying online is fast and convenient.
For most clothing store owners, it not only takes time and money to buy goods in foreign markets, but also wastes a lot of physical strength and energy
Most female shopkeepers are not safe to travel all the way. Now the network technology is developed, in fact, buying goods online is also a good choice. The advantages of online purchase mainly include:
1, the style is new, so it is very important to keep up with the trend in fashion design. There is no space online, and you can quickly master the latest styles in popular first-line places such as Shenzhen.
2, save money, online shopping can save a lot of travel and accommodation, although there will be transportation costs for goods, but the travel expenses are much less than those who go in person.
3, flexible, online purchase options, you can buy at any time.
4, the price is cheap, because websites often purchase goods from clothing production bases (such as Guangdong), which is equivalent to bypassing local middlemen or agents. So the price is often cheaper than going to local regional clothing wholesale markets (such as Kangfu Road in Xi, Chaotianmen in Chongqing and Hanzheng Street in Wuhan).
There are also some things to pay attention to in online shopping:
1, pay attention to the safety of funds. It is best to choose a website that supports Alipay's cash on delivery mode, because Alipay only confirms payment after receiving the goods, so the funds are safe and secure. Alipay is now the largest online transaction payment platform in China (the third party between buyers and sellers), and it is very safe to trade through Alipay (almost all customers of Taobao are using Alipay).
2. Pay attention to the reputation of the website, and try to choose the website with the website ICP record number (generally below the complete home page). Try to choose alexa's website before 15000. The higher the ranking, the higher the comprehensive indicators such as the number of visits and page views of the website (which can be understood as high popularity). You can check the ranking on the following websites: Enter the website you want to query, such as www.ousha.com.cn, and you can find the ranking of this website. Through the inquiry, we can see that this website ranks around 90,000, indicating that the website is very popular.
3. Pay attention to the pictures of clothes in the website. It is best to choose a website with pictures taken in kind. Clothing pictures in powerful websites are often taken by themselves.
List of major clothing wholesale markets in China
Shenzhen: Haiyan, Nanyang and Dongyang clothing wholesale markets, mainly engaged in middle and high-grade women's wear. Because it is close to Hong Kong, it is fashionable and keeps up with the latest trends. The styles here often lead the trend of women's wear in the whole domestic market.
Guangzhou: Guangzhou is the clothing center of South China. The wholesale market is located in Zhanqian Road and Zhanxi Road next to the railway station, mainly including Baima Building, Heima Building, BBK Wholesale Market, Liu Hua Wholesale Market, Guo Hong Building, Shisanhang, Xindadi Wholesale Market and Leisure Cowboy City. The office buildings of Baima, Hongmian and Tianma are mainly brands, Liu Hua and Zhanxi are the first choice for mid-range products, and Line 13 is the main wholesale place for low-grade goods. BBK and New Earth are wholesale centers for sweaters and sweaters.
Humen: There is an old clothing wholesale market for enriching the people, a relatively new Yellow River Fashion City and a newly opened Daying Women's Clothing City.
Beijing: There are two large clothing wholesale markets, Muxiyuan and the south gate of the zoo. In addition, there are Wen Jing, Dahongmen Clothing City, New Century Mall, Tianya Building newly opened last year, Bai Rong World Trade Mall opened in May this year, and Muxiyuan Trade City.
Hangzhou: Sijiqing Wholesale City is a new market developed in recent years, which mainly focuses on women's clothing (young women's clothing), and many men's wear in Wenzhou is also concentrated here for wholesale. The market is large, the variety and quality are good, and the typical southern style is not suitable for northern customers.
Shanghai: Qipu Road market is famous, but it does not lead the clothing market in East China. Retailers in Anhui and Jiangsu prefer to go to hangzhou sijiqing to get their goods.
Wuhan: Hanzheng Street in Wuhan is famous all over the country. Although the sales of Hanzheng Street have shrunk in recent years, it is still an important channel for wholesale goods in Hubei Province.
Fujian: There are two wholesale markets in Fujian, Fuzhou and Shishi. Shishi's clothing wholesale market is scattered, covering almost the whole city, with nearly 20 clothing wholesale streets, 6 commercial cities, 8 different types of clothing professional markets and more than 8,000 clothing stores.
Shenyang: Shenyang Ai Wu Market is an old clothing market in Northeast China. Because of its age and small unit area, many powerful tenants moved out of the Ai Wu market at the request of manufacturers and camped nearby.
No matter where the clothing wholesale market is, there are four forms. First of all, outside the wholesale market, there are some big brands, such as Pure and Metersbonwe Bang Wei Bang Wei. Second, the office buildings in the wholesale market, with higher floors, are all second-tier brands, such as Yi Yuner, Yi Miru, Grey Mouse and Yunzhongyi. The third is the booth, which is located on the first and second floors of the wholesale market. They are all small brands. The fourth kind is roadside shops, which are the most popular in Hanzheng Street.