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market survey
Personal data:
Name: Gender Date of Birth: Height: Weight Place of Birth:
Tel: Institution: Address:
Do you know which brands of casual wear: (multiple choices)
A Chun □ b Metersbonwe Bang Wei Bang Wei □ c Mason □ d Benny Road □ e Giordano □ f Jeanswest □ gesplit □ f Wen Chun □ G Yichun □ h Yiyun Er □ I Senyu □ j Liu Heng Se □ k Trend Front □ l Free Space □ m Elaine Bird □ n Other _ _ _
Among the leisure brands you are familiar with, which brands are well-known? (multiple choice)
A Chun □ b Metersbonwe Bang Wei Bang Wei □ c Mason □ d Benny Road □ e Giordano □ f Jeanswest □ g ESPRIT□ f Wen Chun □ g Yichun □ h Yiyun Er □ I Senyu □ j Liu Heng Se □ k Trend Front □ l Free Space □ m Yilin Bird □ n Other _ _
Your cognitive channels for clothing brands are mainly through:
A TV □ b newspaper □ c magazine □ d network □ e friend introduction □ f other _ _ _ _
How much is your monthly living expenses?
Below a300 yuan □ b300——400 yuan □ c400 ——500 yuan □ D500-600 yuan □ E600-800 yuan □ F800- 1000 yuan □ g 1000 yuan□ h If the living expenses do not include clothing consumption, please select this item □
How much do you spend on clothes every month?
A/kloc-below 0/00 yuan □ B 100- 150-200 yuan □ d200——250 yuan □ E250-300 yuan □ f300——350 yuan □ G350-400 yuan □ H400-.
How often do you buy clothes every month?
A once □b twice □c three times □d more than three times □
How do you usually buy clothes:
A conscious b random
The main motivation of your random purchase activity is: (multiple choices)
A weather change □b holiday promotion □ c saw the new clothes bought by my classmates □d took a fancy to them while shopping □
9. When did you buy clothes?
A new product launch □b promotion discount □c seasonal discount □ d clearance sale □ other time.
10 Do you often go to the so-called foreign trade clothing market to buy it?
A never □ b sometimes □c often □
1 1. Will you buy clothes for clearance sale?
Market research before opening a clothing store
All the preparatory activities before opening a shop have a great influence on the operation of foreign trade clothing stores in the future. Market research before opening a shop is related to whether foreign trade clothing stores can stand on the market and whether they can develop and grow in the future. The way to raise funds for opening a shop determines the form and scale of the establishment of foreign trade clothing stores. Registration is an essential procedure for opening a shop, and knowledge of industry and commerce, taxation and so on is the necessary common sense for foreign trade clothing store operators. Do a good job of market research before opening a store. There are many foreign trade clothing stores, and the contents and methods of market research are different, but there are still many * * * on the whole. For independent small foreign trade clothing stores, it can be simplified appropriately.
1. Contents of market research
For foreign trade clothing stores with large investment, the more detailed the investigation, the better, so as to minimize the investment risk. The content of market research usually has the following seven aspects.
(1) political environment survey analyzes the political environment of a country or region, including policies, principles, directions, laws, decrees, etc. Such as advertising law, industrial and commercial law, trademark law, environmental protection law, anti-unfair competition law, consumer rights protection law, anti-profiteering law, tax laws and regulations, intellectual property law and various preferential policies related to the nature of enterprises. For the owner of foreign trade clothing stores, it is particularly important to understand the relevant policies of individual enterprises, private enterprises and partnership enterprises. If you want to open a shop, you can ask the industrial and commercial registration administration department for a brochure of relevant knowledge.
(2) The economic environment survey includes the average wage income of consumers, the proportion of foreign trade clothing consumption, the savings of urban and rural residents, the consumption level and consumption structure, the price status of various foreign trade clothing, the material price status of various foreign trade clothing raw materials, and the stability of the currency. The price survey also includes consumers' attitude towards the price of foreign trade clothing, the best price of various foreign trade clothing, various factors affecting the price change of foreign trade clothing, the price status of new products and substitute products, the influence of various pricing methods on the sales of foreign trade clothing products, the retail price, wholesale price, credit price and preferential price of various foreign trade clothing, seasonal and holiday discounts, and the elimination rate of consumers of various foreign trade clothing.
(3) The survey of block culture includes the attitudes of all kinds of consumers in residential areas to the fashion and style changes of foreign trade clothing (innovation, catching up, following, backwardness and resistance), the education and cultural level of all consumption levels, the composition and distribution of occupations, religious beliefs and customs, population size and structure, family size and composition, population density and migration, marriage rate, birth rate and mortality rate, the employment and living conditions of young and middle-aged women, and the people's.
(4) The purchase demand survey includes the number and class of existing and potential buyers of various foreign trade clothing, the large demand, the changing trend of foreign trade clothing demand and the purchasing level of consumers; Consumers' desire and motivation to buy, what factors affect consumers' purchase, which brands are popular in the market, and what are the main reasons for consumers to buy brand-name foreign trade clothing; The operation of other foreign trade clothing stores with their own scale (such as business varieties, business methods, service characteristics, price strategy, profitability and reasons, etc.). ) and the competitive conditions in the same industry (such as environmental decoration competition, service competition, cost competition and price competition, scale competition and efficiency competition).
(5) product technology survey The product and technology survey of foreign trade clothing includes the evaluation, opinions and improvement requirements of specific foreign trade clothing styles by specific consumers, the new functions, new uses and the possibility of popularity of newly listed foreign trade clothing styles; Investigate and study the application fields of new styles and how to extend the popular cycle of new styles, the speed of listing of newly developed products and the rate of renewal and elimination; The packaging of the products sold by foreign trade clothing (whether it is beautiful, fashionable, light, neat, easy to transport and attractive to consumers), the trademark brand of foreign trade clothing (whether it is easy to remember, easy to read, catchy, auspicious, attractive and emotional, etc.). ); It is also necessary to examine the production technical ability, economic situation, debt ratio, reputation, external processing cost and delivery date of the foreign trade garment processing factory that may cooperate.
(6) Industry Competition Survey The competition survey of foreign trade clothing industry is an investigation and analysis of competitors and competing products, and it is an important preparation for opening a store. "Know yourself and know yourself, and fight a hundred battles". Only by knowing others as much as possible and analyzing your own advantages can we foster strengths and avoid weaknesses, formulate effective competition strategies and implementation plans, minimize blindness and be invincible in peer competition. The competition survey mainly includes competitors' economic strength and technical strength, competitors' product market share, competitors' management level and marketing strategy, competitors' business objectives and development strategies, the competitive relationship between competitors, the location of competitors' main sales stores, traffic conditions and passenger flow, the return rate of patronizing stores, and the speed, performance, packaging, brand, price, specification series and development cycle of competitors' new products (that is, how long and how many styles are developed)
(7) Survey of sales channels The survey of sales channels of all kinds of foreign trade garments includes retail stores, agents, wholesale shopping malls, and perennial large users (for example, labor protection professional clothes of large industrial and mining enterprises and professional clothes of hotels). Enterprise foreign trade clothing stores (technology-intensive foreign trade clothing stores, employees are mainly salesmen and designers) need to establish their own relatively stable business network, including various foreign trade clothing customer networks, sales outlets, joint shelves and so on.
2. Steps of market research
The whole process of market investigation of foreign trade clothing stores can be divided into three stages.
(1) In the preparation stage of market research, the market research conducted before opening a store mainly aims at collecting and analyzing relevant data and information, researching and discussing the shortcomings and problems existing in the marketing of the same industry, so as to achieve the goal of "no one has me, people have me new, people are new and I am cheap, and people are cheap and I turn around", thus opening up the characteristics of their own foreign trade clothing store. In the preparatory stage, it is necessary to solve the problems such as the purpose, requirements, scope and arrangement of investigators, and formulate feasible investigation plans and time plans. Determine the survey location, survey method, survey quantity and frequency, and specific objects and strata. The design of the questionnaire has no prescribed format, and it changes according to different investigation methods, different questions and different investigation contents. But in general, it should meet the requirements of conciseness, prominent theme and convenient statistical analysis. A simple investigation can be conducted through expert consultation. Although it is not necessary to design a table, you should prepare an outline of the survey and keep it in mind. In order to improve the efficiency of the investigation.
(2) In the implementation stage of market research, market research can be fully prepared and investigation can be started. First of all, investigators should be selected and properly trained. Investigators need to have a certain cultural level and practical work experience, understand some investigation theories and skills, statistical results, and understand the basic knowledge of foreign trade clothing specialty and marketing. It is best to be outgoing, have a good image, behave in a civilized manner, be good at talking, be quick-witted, articulate, conscientious and responsible, and have the confidence and courage to overcome difficulties. If you open a small shop, the owner only needs to investigate in the community or residential area. If the scale is large, you can entrust professionals to investigate. On-the-spot investigation, the investigators shall conduct the investigation and collect relevant information according to the time, place, method and content specified in the prior plan.
(3) Handling of market survey results After the implementation of the survey, the investigators should classify and analyze the scattered information and data collected. On this basis, the survey conclusions are statistically summarized. A formal market survey report generally includes: an overview of the survey process; Basic information of the person under investigation; Purpose of investigation; Processing methods of survey results; Summary of investigation conclusions and relevant suggestions. Through investigation, the scale, location, business scope, customers, investment and decoration style of foreign trade clothing stores are determined. If the owner prepares the investigation report, he can put forward the following requirements: the content is compact, the theme is grasped, the focus is prominent, the text is objective and true, the text is concise, the viewpoint is clear and accurate, the analysis is thorough, the pictures and texts are illustrated, it is convenient for decision-making and operability.
3, the method of market research
(1) Inquiring about the shopkeepers or investigators directly contacting the respondents, and the method of collecting information about foreign trade clothing through inquiry is called inquiry investigation. It is a way for shopkeepers or investigators to ask questions to related objects in order to obtain business information and materials. Inquiry method can be divided into three forms according to different contact methods, namely, interview investigation method, petition investigation method and telephone investigation method. Interview survey method is a kind of inquiry method in which shopkeepers or investigators ask relevant questions to the respondents, and the respondents answer them, and the investigators record them on the spot. Under normal circumstances, the foreign trade clothing information obtained in the interview has high response rate and authenticity, strong perceptual knowledge, and can perceive the situation more vividly. The disadvantage of this method is that it is easily influenced by the attitude, emotion and language of investigators, resulting in certain prejudice and misunderstanding.
The petition investigation method is a kind of inquiry investigation method that the designed questionnaire is sent to the relevant respondents in the form of letters in advance, and they are asked to fill it out and send it back to the owner. This method has many advantages, for example, the respondents can fill in their opinions completely freely and truly, without being influenced by the appearance and emotions of the investigators, and have enough time to think about the problem.
It can also expand the coverage of the survey, and the total cost of the survey is low, which can save a lot of time. The disadvantage of this method is that some respondents may think it is irrelevant, the answers to questions are superficial, and the questionnaire recovery rate is difficult to control. Usually, shopkeepers can improve the questionnaire recovery rate by issuing discount cards or answering questions with prizes.
Telephone survey is an inquiry survey method to investigate opinions and information by telephone according to the sampling requirements of specific objects (such as professional women, entrepreneurs, senior students, etc.). In order to retain long-term customers and increase emotional ties, foreign trade clothing stores try to establish some telephone contact networks. The advantage of this method is that it can collect urgently needed information quickly and timely, and some questions that are inconvenient to answer face to face may be solved in telephone survey. The disadvantage of this method is that it is not convenient to discuss the problem in depth and discuss more complicated problems because the call time cannot be too long.
(2) Observation survey is a method of investigating and counting the relevant behaviors and reactions of shopkeepers or investigators by visiting the investigated site (such as the sales site) or without the knowledge of the respondents. Observation method is often used to investigate the appearance, color, style, fabric, packaging and passenger flow of foreign trade clothing products and wear. For example, some shopkeepers of foreign trade clothing stores will arrange time to go to the sales shelves of other stores regularly, or go to the gates of cinemas, intersections and busy neighborhoods to observe the wearing conditions of various consumers and develop new popular information of their products. You can also stand at the counter in person, participate in various order fairs, trade fairs, popular press conferences, design competitions, student graduation design exhibitions, etc., and observe and record valuable information.
(3) Experimental investigation method: firstly, select a small range, determine 1 ~ 2 factors, carry out practical experiments on the factors that affect the sales of foreign trade clothing under certain control conditions, and then analyze the results before popularizing them in a large scale. Experimental research methods are widely used. Generally, every time a series of foreign trade clothing styles are launched, experiments can be carried out in a small scope to understand customers' reactions to the styles, colors, quality, packaging, prices, display methods and other factors of foreign trade clothing, and then decide whether to purchase in large quantities. Experimental methods can take many forms. Chain-operated foreign trade clothing stores can set up trial sales stores, and general foreign trade clothing stores can set up trial sales shelves to understand the attractiveness of new products to customers.