Concept of men's underwear store
Underwear industry is one of the most potential industries in China clothing industry. In the wave of China's economic take-off, the underwear industry is booming. In just over ten years, it has risen at a rate of 20%-30%, and has formed a basically perfect and mature industry and market system.
In the whole market, women's underwear accounts for 60% of the market, which has become the top priority of the whole underwear industry. Different from women's underwear, China's men's underwear brand grew with international brands, but foreign brands started from the spire, while China's men's underwear brand started from the bottom of the tower. The insiders believe that the next few years will be a great opportunity for the development of men's underwear brands in China. Therefore, merchants should seize this business opportunity, occupy a certain market share in the field of men's underwear, and establish their own market position.
Introduction to men's underwear store management
1. Shop features
Va va voom type
In today's world, the pursuit of va va voom is no longer a woman's patent. In this era of diversified and personalized development, fashion and trend have become the common pursuit of every young person. Therefore, in the choice of underwear, the store should let male friends have enough space and room. Men's underwear stores should buy different kinds of underwear to meet the needs of customers. You can refer to some men's underwear displayed in fashion magazines. Shopkeepers must not be bound and fettered by their conservative ideas.
Mature and steady type
In today's underwear market, there is almost no market space for women's underwear, and there are even fewer shops specializing in men's underwear. Among the few men's underwear stores, most of them focus on young men's underwear, ignoring the middle-aged and old-aged market. We seldom see middle-aged and elderly people go into underwear stores to buy underwear, because the styles, colors and patterns displayed in underwear stores do not meet the aesthetic requirements of middle-aged and elderly people. But also exceeds the needs of middle-aged and elderly people in terms of underwear size and model. Therefore, shopkeepers can consider the middle-aged and elderly market, choose some conservative styles for them, and pay more attention to fabrics and materials to meet these potential customers.
Husband and woman sing together.
Everything in the world is flexible. If you open a men's underwear store, if you only have men's underwear, it will be very monotonous and disharmonious. And many times because of men's personality characteristics, the matter of buying underwear is often handed over to your other half to help you do it or accompany you, so sometimes the decision will be in the hands of women. Women's desire to buy is imminent. When they buy some underwear for their other half, they also want to buy underwear for themselves. If there are not so many pieces of lingerie in the store, this business opportunity will flow from your store to other people's stores.
2. Market potential
Now men's money is actually just as easy to earn. Many foreign manufacturers aim at this blind spot in the mainland market and vigorously seize the market. Through the investigation, they think that modern men are under greater pressure, and because of their shopping psychology, they have a clear goal when entering the mall and are unwilling to waste a lot of time looking for what they want to buy. Therefore, opening a centralized and convenient place for men is adopted by many shopping malls. Therefore, opening a men's underwear store is a good choice and has a broad market space.
3. Target customers
The majority of male friends are the main customers of the store. Whether young and fashionable handsome guys or mature middle-aged and elderly people, they will find their own underwear in men's underwear stores.
4. Business strategy
Pay attention to brand and quality
The choice of underwear brand is very important for running men's underwear stores. At present, there are two main types of men's underwear popular in China: one is the daily type, which is characterized by comfort, elegance and concealment, mainly using pure cotton fabrics; The other is sexy underwear with exaggerated shape. Britain's forbidden and Taiwan Province's looksee have a wide range of range of brands, including home, sports, avant-garde and other series, and some popular brands in China, such as one or two pairs, three guns and athletes, are also very popular.
Professionalism and characteristics
Speciality is the key to the success of men's underwear stores. Men's underwear has come out? Loose corners? Traditional underwear and coarse undershirt patterns have evolved into fashionable and beautiful cotton underwear, cotton T-shirts and worsted cotton vests. At present, what is popular among men is wide boxers, which sell well. The fabrics of men's decorative underwear are still dominated by traditional cotton and silk, but in terms of color, the choices are more diverse. Generally speaking, men's underwear pays special attention to men's body curves and treats them differently in different parts. The waist elastic band leaves no trace and is not easy to deform.
Preferential promotion activities
The main consumers of men's underwear stores are fashionable and avant-garde young men, but there are also many middle-aged people. Facing the vast number of consumers, in order to make the underwear store prosperous, we must implement some sales strategies. Once customers look at a suitable underwear, they will often buy two or three pieces instead of one. In order to let customers buy more than three pieces of underwear, the shopkeeper can give a big discount on the fourth piece. In addition, it is best for the clerk to be mainly male, and male customers will find it more convenient to communicate with them.
Develop auxiliary commodities
If people are willing to spend a lot of money to buy underwear, it shows that they attach great importance to the quality and quality of underwear and stress health and comfort. Because underwear is close-fitting clothes, it needs to be changed frequently. Some people think that underwear care is no different from ordinary clothing care, but it is not. At this time, the shopkeeper can publicize the knowledge of underwear care to customers and sell some underwear care products (such as disinfectant and laundry detergent) in the store to expand and improve the sales of the store.
Moderate lead consumption
The times are developing, people's ideas are changing, and society allows diversified life pursuits. Like one-piece underwear, although it is expensive and needs to be customized, some people still buy it because it is not available in big shopping malls. In addition, alternative sexy men's underwear is becoming more and more popular among male friends.
Tips for men's underwear store management
In the site selection, due to the particularity of the target customers, the location of men's underwear stores is very important. The main points are: quiet in the middle of the noise and convenient transportation. Although popularity is very important, it is not necessary to choose a main road with many people. Too busy lots are not conducive to attracting customers into the door, but the traffic must be convenient. It is best to open a shop in a relatively mature business district, and there are relatively many surrounding communities and apartments. The area is 15 ~ 25m2. In addition, many operators will choose the corner or counter of the shopping mall, and the overall style of the store should be concise and tidy.
Store location
Due to the particularity of target customers, the key points of men's underwear store location are: quiet in the middle of the noise and convenient transportation. Although? Popular? This is very important. You don't have to choose more main roads, do you? Wang? The location is not conducive to attracting customers into the door, but the traffic must be convenient. It is best to open a shop in a relatively mature business district, and there are relatively many surrounding communities and apartments. The area is 15? Just 25 square meters, not too big. The address should be clearly described so that customers can find it easily.
Unique decoration
Some? Men's underwear? The operating area of the store is only a few tens of square meters, but the decoration is quite exquisite. The underwear sold in the shop is all men's underwear. com: www。 Cyone.com.cn/), as well as dozens of styles such as jeans, suits and swimsuits. Some styles are ordinary, but the texture is good and comfortable to wear, while others are sexy underwear with exaggerated shapes. In fact, men's underwear terminal is a little particular, such as the window design can be closed, not so transparent; The position of salespeople is best to create a safe shopping psychological atmosphere for consumers besides customers.