Tongling summarizes the latest eight elements of children's clothing store!

First, the current situation of children's wear industry in recent years:

At present, there are more than 200 million children in China, and there will be an increase of 2-3 million new children every year. This will form a huge children's wear consumer group in China, and the children's wear market has great potential for development. China has become the world's second largest consumer of baby products after the United States.

At present, China's children's wear industry has a market scale of 100 billion yuan. It has a number of industrial clusters such as Zhili, Quanzhou, Foshan and Shishi. It has a group of relatively mature market brands, a group of children's wear enterprises with great development potential, and children's wear in the field of clothing. Already out of the blue. China's children's wear sales in 2012 has exceeded 100 billion yuan, reached 130 billion yuan in 2013, and reached 40 billion yuan in the first quarter of 2014. In the first half of 2014, the growth of online shopping for children's clothing was bright. Taobao (B2C and C2C) sales of children's clothing reached 422 million, an increase of 34.71% over the same period of the previous year; sales reached 16.39 billion yuan, an increase of 49.7% over the same period of the previous year. The annual growth rate of the output value of the children's wear industry can reach 25%-30%, much higher than that of adult clothing. The fast-growing children's wear market has attracted many competitors. The major luxury brands, sports brands, fast fashion apparel brands and online clothing brands at home and abroad are vying to eat the cake of children's wear.

The children's wear industry is still in a period of rapid growth, the maturity of the industry is not very high, and the market has not yet reached the level of full competition. Like adult wear, the children's wear industry will experience a shift from creating brands to creating markets for brands. Just as international brands will create new markets in first-tier cities, domestic brands will create larger new markets in third- and fourth-tier cities. Brand consumption will gradually become the mainstream consumption model of third- and fourth-tier cities and even county and township markets. The consumer demand in China's children's wear market has shifted from the practical type of satisfying basic life to the fashion-oriented fashion. In some economically developed cities, consumers' demand for children's wear has become trend-oriented and brand-oriented.

According to China Industry Research Network's 2015 China Children's Wear Survey and Trend Analysis Report, the children's wear industry will be in a good development period in the next 20 years due to the huge children's consumer market. The children's wear market is the most growth potential in China. market. The “Separate Second Child” policy introduced at the end of 2013 and the “Comprehensive Second Child” policy introduced at the end of 2015 have brought new opportunities for the children's wear industry. In the next 10 years, consumer demand in the children's wear market will show a steady upward trend. By 2015, the size of China's children's wear market will exceed 200 billion yuan.

At present, the children's wear market in China mainly has the following problems:

First, there is a phenomenon of overcapacity in children's wear production, and the overall output of children's wear is very different from the market consumer groups. The high inventory phenomenon of children's wear, according to years of senior knowledge of children's wear tail business, revealed that the current inventory of children's wear in China is enough for the national children to wear for 10 years.

Second, the price of children's wear brands in China is relatively high, exceeding the normal consumption capacity of the children's wear market. This phenomenon is more prominent in the big cities in the first line.

Third, the domestic children's wear brand lacks corresponding competitiveness. Compared with foreign brands, there is still a gap in popularity and reputation.

Fourth, the structure of children's wear products is unreasonable, infant and young children's wear, and children under the age of 12 have large clothing output and high profits. They are favored by children's wear enterprises, while young people's clothing is less.

Fifth, China's children's wear design can't keep up with the trend, and the style innovation consciousness is poor.

Sixth, there is no respect for intellectual property rights, and the phenomenon of children's clothing imitation is serious. Counterfeit and shoddy products have caused a strong impact on the market.

Seven is the lack of professional research institutions, the lack of popular release of children's wear.

Eight is the lack of development of children's wear fabrics, especially the design and development of high-tech environmentally friendly fabrics.

Nine is the quality problem of children's wear, and there are often a large number of unqualified quality.

Second, the eight elements of opening a store: site selection, decoration, display, shopping guide, business planning, promotion, product structure, mentality

1 Overview

Some people say that the three key conditions for opening a store are: "The first is the location; the second is the location; the third is the location." This shows that the development of the store has a profound impact on the successful operation of the company's specialty stores. There is a need for close cooperation between the ally and the franchisee to think and formulate the strategy of opening a store in an all-round way, and to formulate and implement store planning in the most effective way, including market analysis, business circle survey, site selection, renovation, opening preparation and opening. All equipment, equipment and goods should also be prepared within the specified time. In order to win the fastest and highest economic benefits.

2, the process

Market Analysis - Business Circle Survey - Site Selection - Renovation - Opening Preparation - Opening.

analysis:

1. Consider the clothing store as a new store. In order to reduce the rent and reduce the cost, the store area can be reduced. Therefore, it is decided to rent a shop of about 10 square meters.

2, there are two prosperous areas, but the brand must be in this brand street. Only in this street to find a store has a commercial atmosphere.

3, must operate a comprehensive store, is suitable for local conditions, because the risk of selling a brand is greater. It is necessary to cover second-line and third-line brands and accessories.

First, site selection:

Opening a store is an investment and financial management method that is extremely popular at the moment. Indeed, if you open a shop as a boss, if the business situation is ideal, not only can your property be effectively preserved and valued, but also a sense of accomplishment in psychology. Therefore, there are more and more people who are concerned about and involved in opening stores. To open a store, you can't ignore the question of choosing a storefront. Experts have pointed out that: to find an ideal store, your store business is equal to half the success. This is not an exaggeration. Opening a store is different from setting up a factory. The retail-oriented business model determines the choice of its store is crucial. It often determines the success or failure of the business. So how can we choose the ideal storefront? Those who have plans to open a store may wish to refer to the following practices -

The first step: choose the location and storefront

To choose a business location, you must grasp the following key points:

Grasping the "passenger flow" is the principle of "money flow". In the bustling and busy places, the chances of success are often much higher than those in ordinary places, because the crowds are the potential source of tourists, as long as the goods you sell or the goods you provide. Service can meet the needs of consumers, and there will be good performance. Lots with large passenger traffic are:

1. The commercial center of the town, in the local commercial street, the flow of people is large, and the target groups are relatively concentrated.

2. The lively pedestrian street

3. Local kindergartens and primary schools are concentrated or advancing areas

4. Local children's clothing store is more concentrated

5. Residential areas, residential areas

6. Near the station (including the railway station, long-distance bus station, passenger ferry terminal, starting and ending stations of the bus);

7. Popular tourist attractions

8. The door to the large wholesale market.

Using the "store Dolly City" effect, we may wish to listen to the consumer's statement: a company's white-collar Miss Lu is a big flower consumer, often to send a bouquet of flowers to customers and friends. She said that in addition to being particularly anxious, it is possible to find a flower shop to buy flowers. Most of the time, they rushed to the stadium to buy, because there are many flower shops, the variety of colors and colors, and the choice is large; teaching in a certain university Every time she wants to buy clothes, Ms. Jiang always likes to go to Dongpo Road, Wulin Road and other places where the clothing stores are intensive. She thinks that in addition to the styles, the store can shop around and it is easier to get the price. . Therefore, don't worry about competition in the same industry. Once the inter-bank stores are more and more open, there will be an aggregation effect, it is easy to expand the influence, gather people's popularity, and form a “××Professional Street”. Business must be easier to do than single-handedly.

Note that the choice of business location is closely related to the business content and potential customers. All walks of life have different characteristics and consumption targets. The prime location is not the only choice. Some shops are not as good as the business in the downtown area. In a relatively remote and specific area, such as a small shop selling oil and salt vinegar, it is better to open a business in a residential area than to open a downtown area; or a stationery store, it is obviously better to open a cultural area in a prime location. ideal. Therefore, it is necessary to determine the best place to open a store according to different business sectors and projects. To choose the right storefront, the more lively the better, the key is to adapt to the market.

Step 2: Make further investigation

After the initial selection of the location of the store, further comprehensive investigation should be carried out, and after a certain investigation and analysis of the relevant situation, it can be decided whether to finalize it. Mainly to consider the following aspects:

The situation of the store itself: Ronaldinho, who opened the audio-visual product store, recently took a store from someone else’s hand. The 15-square-meter store is located in the sub-prosperous area, and the daily traffic is also very impressive, but the rent is very Cheap, as long as 800 yuan a month, Ronaldinho thought it was cheap, secretly happy. Unexpectedly, it took more than 10,000 yuan to decorate the building, and it was less than a month before the grand opening. A piece of paper "Demolition Notice" made him full of dizziness. It turned out that the family had learned through internal relations that the store was going to be demolished sooner or later, and then came a gold carp to unshell, and after fishing for a ticket, it slipped away, leaving a hoop to let Ronaldinho come. Therefore, before renting a storefront, be sure to carefully investigate the situation of the store.

The background of the landlord: Some people are eager to find a storefront, and they are searching through the streets. Sometimes they can find several stores that are carrying the word "transfer", and they can't wait to negotiate, pay deposits and even rent. In fact, this practice is extremely sloppy, and it is easy to bring a series of aftereffects. If you really look at the storefront, it's best to first find out the real landlord (the owner of the property) from the side, basic understanding of the background, and feel reliable before making contact. It is generally best to talk directly to the real landlord. If the landlord says that he has leased the contracting rights and is unwilling to intervene, it is not too late to negotiate with the current owner. In addition, once the talk is successful, you must also pay attention to the formal pre-agreement and ask the property owner to change the name of the renter.

The competition in the same industry is mainly the situation of business performance and the price level of commodities. Investigating the operating performance of similar stores in the same location, we can initially estimate the profit status of the rental of this store; and examine their commodity price levels in order to determine their future commodity prices. These are all very necessary.

Passenger flow status "passenger flow" is "money flow". Investigating passenger flow status will not only enable you to have a good grasp of future business conditions, but also provide a scientific basis for you to decide on future marketing priorities. The passenger flow situation mainly examines these contents: 1 nearby units and homes, including how many residential buildings, government agencies, companies, schools and even other stores (these stores are likely to become your frequent customers); 2 structural characteristics of the past population , including their age, gender, occupation and other structural characteristics and consumption habits; 3 the peak season of passenger flow. For example, the store near the school should consider the storefronts of the winter and summer vacations, institutions and the company's centralized location. They must master their commute time, and the storefront near the station should understand the rules of the passengers' busy season. These are important basis for setting your business hours. .

Step 3: Take the fancy storefront as soon as possible

Once you find the ideal storefront, you must act decisively and quickly, and get the storefront as soon as possible. Otherwise, you will have a long night dream. It is very likely that you will be picked up by others for a moment of hesitation, leading to missed opportunities. How to get the storefront? Negotiation is naturally crucial.

Talk about the rent price. For the store, the rent is often the biggest fixed cost. Before you pay the price with the landlord, you should have a spectrum in your heart. You must first set a high price that can be accepted. The price must be: 1 You feel that you are sure to be affordable. Especially if you have to pay a few years' rent, you can see if you have the ability to pay; 2 budget, it is estimated that you have money to earn; 3 then look to the similar facade nearby, the price is basically the same The explanation is more reasonable. Then, based on the highest rent price set by the owner, comparing the rent price given by the landlord, it is easier to succeed after the price negotiation.

There are many ways to pay the rent by means of payment. Generally, the most common ones are monthly settlement, regular payment and one-time payment. If the landlord wants to share a certain percentage of profit according to your business conditions, you can use the monthly settlement method, so that it can be settled in time, so as not to delay the increase of calculation difficulty, both parties will be satisfied; If the rent of the facade is set for one or two years, then it will be renewed at a certain rate. In this case, the most convenient way to pay rent is to pay in half a year or a year. Pay once, so once you have a new store or have the intention to change jobs, you will not lose the deposit; some stores are long-term rent, one rent is ten or twenty years, if you have enough funds, And optimistic about the store you have chosen, you can also pay off the rent for ten years and twenty years at a time, so that you can avoid the fact that the facade is dug up by others at a high price, and it can also be saved from the impact of rent increase. Rent, because in the long run, the rent of the facade is generally on the rise.

Talk about the additional conditions and negotiate with the landlord. In addition to talking about rent, you should also pay attention to the relevant additional conditions, which can also save you a lot of expenses. First of all, before you rent a house, you should understand the existing situation in the store, including the decoration status, equipment status, etc., and then negotiate to require the landlord to carry out basic renovation of the front house before leasing. The equipment and decoration used shall be basically repaired to the roof, floor and wall of the storefront, and the water and electricity facilities shall be added or repaired, or the landlord shall be required to bear the corresponding expenses and be deducted from the rent. In short, try to save money. At the same time, you can negotiate a free deposit. The deposits for the facades in some prime locations are often quite substantial. Although the money is ultimately returned to you, if you continue to operate, the money will be dead, for the nervous entrepreneurs. In fact, this is also a big burden. If you talk well, it is entirely possible to remove it. In addition, it is also possible to negotiate a deferred payment of rent through negotiations. Try to keep down the initial rent. After a period of time, the business will be on the right track, and then pay according to the standard, and make up the difference in the previous period. As long as your words are sent to the landlord and sentimentally analyzed, and can actively limit the extension period, some reasonable landlords will agree, which can also reduce the economic burden for the initial stage of the venture.

Second, renovation:

1. Budget: Take a shop with a size of 30 square meters as an example (the rent varies from place to place, and the rent is not included)

(1), decoration: A, lamps, body model X4, half body model X2 mid-range shelves 6 3200 yuan or so

B, the store decoration is about 4,000 yuan

2, the decoration style is yellow, orange and green as the main color, the store should be integrated with the elements of outstanding atmosphere, cheerful and lovely. The shop is mainly considering the background yellow and white crystal characters, and the store style is mainly to create a warm and lovely atmosphere. There are several separate wardrobe tables, plus fitting rooms and rest areas. It is best to have small areas where children can actually make some gadgets. The overall style is high-end and childlike. Specifically, it will be based on the appearance of the storefront and the actual size of the storefront.

3. If you don't have a suitable and trustworthy decoration master, it is best to talk to the store and let him pack it, which will save some labor costs.

Also, if you ask the designer or the decoration team to decorate the workers and say that the wallpaper needs to be varnished or oily, it is said to prevent falling off to prevent moisture. In fact, if your wall is originally flat, it is really unnecessary. The store next door is painted. It costs more than a thousand dollars. It takes two or three days to dry before the paint can be applied, and the taste is very heavy. It smells bad for more than a week. This taste is The formaldehyde smell of the decoration is very harmful to the human body. If it is attached to children's clothing, it will be bad, and it may be difficult to sell.

4. In terms of the composition of the children's clothing store design, although the baby area should be roughly distinguished from the toddler area, in order to make the size and style easy for parents to understand, it is necessary to do vertical and horizontal planning on the plan. Cross configuration.

5. In addition, the brand set in the store is best to be identified from the store door. Unlike children's wear and women's wear, the taste of the product is difficult to grasp, and as a result, there are many different taste groups in a narrow store. At the same time, the size of the product itself is very small, and it becomes very important to use the display method that shows the product to the customer. It can be seen that the visual combination and the number of blended displays directly determine the customer's willingness to purchase.

6, on the image of children's clothing storefront, the wall display composition, can present the overall beauty, but also can present a messy feeling. Therefore, when considering the business strategy, it is best to consider the use of the right from the beginning. Regarding the central government, the height of the line will be determined after considering the line of sight. The layout is matched with the merchandise. If it is only ordinary, the dynamics of the merchandise will appear sluggish. It is recommended to use the layout to show the replacement of the merchandise, which will make the merchandise more harmonious.

7. The exhibition space (window) can be expanded and divided into two according to the size and brand. Small items such as shoes, hats, and socks are products that show children's cuteness. Therefore, it is recommended to place it in the store door or use the display space to display it.

8, note:

1) The counter should not be placed at the exit. In order to promote the goods, some shops often place counters at the exit of the escalator. The purpose is of course to enable customers to see the products they sell as soon as they step onto the floor to increase the possibility of selling the goods. However, this practice often causes some customers to deliberately bypass the counter and walk to the counter next to it. You may wish to remove the counter that is at the stairway 2 meters away from the side, and then look at the effect, I believe you will feel the magic of "home phase learning."

2), escalators do not on the gates Most large shopping malls now have escalators, please note, do not point the escalator to the store's door, if it has formed such a pattern, it is necessary to use the shelves as much as possible to block customers Don't see the escalator as soon as you enter the door. This is also the principle of “like a roundabout, avoiding straightforward” in Feng Shui. Otherwise, the customers in your store are “more visits and less generous donations”.

3), the color of the store can not be fixed, the color of the store decoration is very particular, now there are many stores that pay great attention to the color inside the store. Some merchants believe through psychological tests that bright colors such as red will make people The relatively excited state has aroused people's desire to buy. From the perspective of feng shui, the color inside the storefront should be considered in combination with the owner’s birthday, the orientation of the storefront, and the five elements of the product being sold. The attributes of the product are included in the five categories of wood, fire, earth, gold and water. Then according to the life of the owner and the store's residence, the specific color of the interior of the store is determined. The method is extremely complicated, and must be decided by a professional housekeeper.

4), the door of the shop is too small to be uncomfortable The door of the store is the throat of the store, which is the passage for customers to enter and flow with goods. The number of customers on the store's door every day determines the rise and fall of the store.

9. Supplement: store management system

In order to standardize store management and reflect the brand image of the storefront, this management system is specially formulated:

1. Shopping guides are required to wear shopping guides according to store rules.

2, twice a day cleaning, once in the morning and evening, keep the store and the store clean and clean during business hours.

3. Change the model clothes once a week, and change the goods in the high cabinet every Monday.

4, hospitality must be enthusiasm, careful and serious.

5, please save electricity, open indoor "outer hole lights", "wall lights" during the day, add "light models" on cloudy days. Open indoor and outdoor hole lights, "lighting models" and "outdoor hole lights" every evening; "signature spotlights" from 20:00 to 22:00. Please save water.

6, save phone bills, each call can not exceed 5 minutes. The maximum monthly telephone bill is 100 yuan/month, and the excess is shared by the shopping guide.

7. The goods must be inspected every day. If there is a shortage of goods and promotional items, the goods will be jointly borne by the shopping guide. The goods will be compensated according to the retail price. The amount of the goods will be checked and the true and false will be checked when the goods are delivered. If the defects and counterfeit money are found, the goods will be borne by the shopping guide.

8. If the shopping guide resigns, it must be notified one month in advance, and you can resign after agreeing.

Third: Exhibition:

The store display should have a sense of rhythm: don't put the color system too rigid, the left side of the store is cool, the right side is warm, the color is too uncoordinated, and there should be a sense of rhythm, just like music.

Time is in place: First of all, you need to know who is coming to you to buy clothes every day. The "mothers" of children of different ages will choose when to visit your children's clothing store. It is reasonable to master this law. Distribute the display of children's wear. For example, people who come on Mondays, Tuesdays, Wednesdays, and Thursdays are usually some of the “mothers” with higher incomes, so that you can put several fashionable, expensive, and unique children’s wear in the living area or wear them on the model. Body. On Friday afternoons, Saturdays and Sundays, when the crowd is more popular, ordinary and lower-priced children's wear can be hung on the living area and models.

Color matching principle: the same color matching, the children's clothing of the same color will give people a very comfortable feeling, the grade will be improved, but do not put the same style, the same length of clothes together, so as not to make people feel like a warehouse Contrast color matching, that is to say, use cool colors to set off warm colors, such as: use green children's clothing to set off red children's clothing, use blue children's clothing to set off yellow children's clothing, when placed on a scorpion, can not let cool and warm colors each 50 %, preferably a ratio of about 3:7 is appropriate.

Reasonable use of living areas: the so-called living area, then facing the area where the flow of people is the easiest to see first, and vice versa. It is necessary to put your own children's clothes in the living area and put the secondary styles in the dead zone, which can greatly enhance sales.

The consumption of high-end baby toys in the display racks of children's clothing stores is a complicated process. Although the actual implementation of consumer behavior is adults, the choice of goods may be infants. Therefore, in order to facilitate the baby to browse the products and increase their choice of opportunities, the height of the display of the goods should be in line with the height of the baby, and should not be set for the browsing of adults for the display of goods in many stores.

1, the design requirements of the height of the window: the design of the height of the window should meet the characteristics of children's height. The height of school-age children is between 1.22-1.45m, and the vertical threshold of the human eye is about 120 degrees. In the range of 10-30 degrees below the eye level, people can see the opposite side without turning the eyeball and head and neck. Objects, we call the best visual threshold. According to the child's height, the position of the eyes and the best visual threshold of the eyes, children of school age can be analyzed. If the window is about 2m away from the children's clothing store, then the distance from the ground to 1m should be the best. The window display area of ​​the sights.

2, the requirements of clothing: children's clothing in the window as much as possible to select the most colorful and bright seasonal style for display. Clothing can be changed regularly according to the theme of the festival and seasonal changes, which can increase the freshness. In addition, the window can also increase the exposure rate of discounted products and promotional items, so that the placement can attract customers into the store and increase sales.

3, color requirements: the window contrast in the general contrast, strong, bright and pure color can cause children's strong interest. The window design includes the colors of the clothing, props, background and lighting of the model. The color that school-age children like has a certain relationship with their gender. When designing the window, you should choose different colors for children of different genders according to the results of the color questionnaire. Color matching can be carried out in bright colors such as red, yellow, blue, green, and purple.

4, background requirements: color, try to use bright, high-purity uniform color; background and clothing as far as possible to open the contrast. The background arrangement can also be made of different materials, such as paper, plastic, plaster, cloth toys, etc. as decorations. For the children's characteristics, bright toys can be used in conjunction with the fairy tale plot as the background theme, making the whole space full of childlike interest. You can also use promotional posters as a background to provide enough product information to passers-by.

5, lighting requirements: lighting can attract the attention of passers-by at night. The lighting of the window should be a three-dimensional design such as a ceiling light and a lower corner light. The reflection and refraction can achieve soft light, which can not only serve the illumination but also have a decorative effect. The brightness in the window should not be too strong, otherwise it will hurt the child's eyes. The light should be as soft and concealed as possible, concentrated on the background and the model to set off the clothing, creating an intimate and casual atmosphere.

6, the requirements of the human model and props: the window can be used in the face of a variety of expression changes and movements should be eclectic models, to convey a sense of dynamic, cheerful, casual, it is best to reflect the scenes often encountered in children's life, this can It reflects the child's innocent, lively and lovely side. The props in the window can choose the balloons, cartoon toys, flowers, etc. that are often in contact and acceptable in children's daily life. When children see it, they naturally have a feeling of intimacy and fun, increasing the appeal of the window.

7. Music requirements: Because children use the comprehensive sense to ingest the information of the outside world, pay attention not only to attract children's vision when designing the window, but also to add auditory factors. The reasonable design of music will bring a good atmosphere to the shop. And have a positive impact. When choosing to play music, pay attention to the music you often hear from children's familiar songs or cartoons, and always change new ones.

The window is the forefront of the children's clothing store, just like the children's clothing store's own clothes, want to attract attention, attract the attention of children and parents, the window display design must study the psychology of children and parents, know how to use various The means to turn potential customers into actual customers is the most basic requirement for the window display design of children's clothing stores. There are many solutions for window design. No matter which display method, the ultimate goal is to display the clothing display of the season. A good window designer, in addition to the need of solid aesthetic knowledge and design ability, also needs to grasp the children's Physical and mental characteristics, always look at the final design from the perspective of children, in order to attract children's attention, so as to achieve the purpose of increasing sales.

Additional point: color knowledge

1. Three elements of color: hue, purity, brightness

1 Hue: The appearance of the color (name)

2 purity: the degree of color shading

3 purity: the degree of vividness of the color (pure degree)

2. Classification of colors

1 cold and warm feeling

Cool: green, blue, purple

Warm color: red, orange, yellow

Neutral: black, white, gray

2 light and heavy: determined by brightness. Brightness, lighter; vice versa

3 Far-sightedness: determined by purity. High purity, low purity

3. Color wheel

4.Color matching

1 same color matching: the two uniform colors of different shades, light and dark match, seemingly friendly and elegant. Such as: green + sky blue; dark green + light green; coffee + beige

2 approximate color matching

The two closer colors match and appear soft. Such as: red + orange red; red + purple red;

Yellow + grass green; yellow + orange

3 cool and warm colors

Yellow + purple; red + blue

4 relative color matching

Red + green; orange + blue; yellow + purple

B. Color - the "clothes" of the season

a. Spring - yellow green (green), pink (cherry, peach)

b. Summer - blue (sky and ocean), green (tree and grass)

c. Autumn - yellow (rice field), beige (wild grass), brown (land)

d. Winter - red (Christmas), white (snow), gray (snowy sky)

Seasonal color associative color effect:

Spring, yellow, green grass, tender leaves, dark winter has passed, spring is coming, the feeling of soft and bright is better; in addition, it is best to use bright, soft colors, pink peach blossoms, cherry blossoms, yellowish, sunny, summer, blue, ocean, contrasting color It is more in line with the characteristics of summer. Therefore, the color with high brightness and chroma should be adjusted. It can also be cool. The color is mainly blue, the sky is green, the autumn is yellow, the rice is fresh, and the fruit is ripe. The color is stable and rich. , purple, purple, fresh green is not bad

Beige hay brown land winter red Christmas because it is a cold season, so the warm color is better, generally use the color with low chroma, in order to emphasize the focus, the use of solid color is more effective white snow gray snow.

Fourth, store management and shopping guide (shopping training):

Terminal sales are ultimately done through shopping guides, trained shopping guides and untrained shopping guides.

1, cleaning is not clean and deduct 1 point.

2, rude words deduct 1 point.

3, the cashier's singles are not fully deducted by 1 point.

4, late, early leave 1 point.

5, the goods are not neatly deducted 1 point.

6, the model changed underwear for three days, did not perform a deduction of 1 point.

7, the high cabinet goods are exchanged once a week, did not perform a deduction of 1 point.

8. The situation of the coin is in short supply, and the counterfeit currency is deducted by 1 point.

9, do not save electricity, water, use the phone to deduct 1 point.

10. Talk about private affairs, slaps, chats, and no executions during business hours.

11, hospitality is not serious, not deducted 1 point.

12, the number of monthly leave more than 3 times deducted 1 point.

Note: 6 is classified as passing. If it fails for 2 consecutive months, it will automatically dismiss.

Shopping guide language:

1. When the customer is near the store, first of all, the greeting is “Welcome, please take a look (Mandarin)!”

2. When the customer's gaze stays in a certain style, introduce the function and style of the product, and recommend it to try "big sister / miss, this style is the most popular style this year, with certain advantages, someone has Purchased, it is especially suitable after wearing it, you try it on." And take the initiative to ask for the number of yards, and take the goods down and hand it to the customer.

3. Try on the clothes that are of interest to customers: “According to my experience, please believe me, this style and color is very suitable for you, try it on.”

4. If the customer chooses a certain clothing, it is necessary to praise her in time. "Big sister / Miss, your eyes are very good, you choose the best-selling style of our company, I will pack it."

5, do not ask the customer how to feel after trying on, should take the initiative to say: "You wear this style and wear very well."

6, cash settlement, should sing and pay: "Together you receive 100 yuan, find you 12 yuan, thank you!"

7. When handing over the product. "Please accept, thank you for your patronage!"

8. When the customer chooses not to buy. "It doesn't matter, welcome to come again, we have new purchases at certain times, and come back when there is a suitable time."

9. When the clothing required by the customer is out of stock. "Sorry, the style (number) you want is temporarily out of stock. If you are convenient, please leave your contact information. We will notify you immediately if there is any goods."

10. When the customer asks for a discount. "Sorry, our company has a strict promotion system and is unified throughout the country. Please forgive me for not discounting."

11. When the customer wants to leave, look at each other and send them to the door of the store, nodding. "Please go slowly!"

12. When answering the phone, you should say Mandarin "Hello," and when you hang up, "Goodbye." Store Name >

Fifth: the structure of goods

The operation status of the clothing store is closely related to the positioning of the goods and the sight of the goods. To be a good clothing store, in addition to a good sales method, the most important point is to "understand" the purchase. This "understand" word contains a lot of content, not only know the location of the purchase, the price level of each wholesale market and the customer base, but also understand the preferences of the store for the customer group, the characteristics of the body, and more importantly, Will be the goods, to refine the eyes of a pair of goods. This kind of experience requires the accumulation of time and experience, and it takes at least three years to reach the realm of perfection.

Apparel purchases must be marketable and appropriate, referred to as “double fit”, which is the key to the business. To operate children's wear, it is necessary to be marketable and appropriate, but it is difficult for the two to grasp the "quasi". Many investors who opened the store for the first time had a big loss in the first purchase because they were not sure. This is also related to experience. Because they have not done it, they don’t know what styles are sold in the local market, and they don’t know much. The brand's children's wear is welcomed and loved by local consumers. With the continuous improvement of brand awareness, more and more people accept and recognize the brand, and when the child's skin is tender and long, the parents pay more attention to the quality of children's wear and fabric work, and buy the brand. Children's wear also makes them feel at ease.

Nowadays, the trend of children's clothing retail stores is brand discount children's clothing stores. Its advantages are many brands, many styles, good quality and low price. To run this kind of children's clothing store, you don't need too much to get the goods for the first time. You only need to fill the store. You must have more money when you are in the group. You can choose 3-4 brands when you choose the brand number. It can give local consumers more choices. For the first time customers who have not run the experience of children's wear, the first time you buy the goods, it is best not to pick the goods according to your favorite eyes, because everyone's eyes are different, so-called turnip greens, each has their own love, which is why Be sure to choose more styles, each one is enough.

In terms of the structure of goods, the ratio of boys to girls is generally 5:5, or the ratio of boys to girls is 6:4. In the spring and summer seasons in March and April, the proportion of spring and summer clothes is up to 4:6, or 3:7.夏装女童连衣裙和女童上衣及下装的比例适合在4:4:2,男童的夏装以T恤和背心为主，及上装和下装的比例适合在7:3。在8、9月份秋冬换季的时候秋冬装的比例适合在3:7,秋款以打底衣，打底裤，薄外套，还有毛衫为主，冬装的上装一般以羽绒服、棉衣、呢料大衣等为主，下装主要以加厚加绒长裤、羽绒裤为主，因此秋冬装上装和下装的比例适合7:3或者6:4.

服装店的经营旺季为每年5至8月和10月至次年的春节，利润一般在30%至120%之间。刚上市的新款流行服装利润最高，可达200%，随着流行季节的过去，服装价格也逐步降低，到季节末尾，利润只有10%至20%，甚至保本销售，以便回笼资金。至于那些亏本销售的招牌，都是商家招徕顾客的噱头，商家绝不会做亏本的生意。即使有少数亏本，与大部分的高额利润相比，实在是微不足道的。

第六、开业策划和促销活动

1、不管经营一家什么店，都是要让更多的人知道，就是要广而告之，首先发动自己的亲朋，让他们帮着宣传，利用销售的1:250法则。其次要制作宣传单，挂横幅广告布条。经营品牌折扣童装店，开业前一星期按3.5或者3折，一星期后按4.5折出售。主要是为了吸引人气。

2、童装店门口摆两个摇摇车，这一方面为了吸引家长带小朋友过来玩，从而带来生意;另一方面小孩在摇摇车上玩，也方便家长们在童装店里选购童装。

3、进店有礼：新店开业，为了吸引人气可以广告标语进店有礼，这些礼品一般是价值几毛到几元的小礼品，比如气球，小玩偶，铅笔，橡皮擦，口哨等等小孩子喜欢的小礼品，只要客人进店就可以送个这样的小礼品。

4、充分利用好贵宾卡：比如进店前30名的客人可直接成为店里的会员，给他们贵宾卡，一次性购买童装300元以上的也给他们贵宾卡，可以给他们以后折上折的优惠。利用贵宾卡绑定客户。因为对于消费者心理，做生不如做熟，在哪里买都是要买，而在你这里能更实惠，何乐而不为?

5、为了增加购物的乐趣，本店出台购物抽奖：购满100元可参加购物抽奖，奖金为价值5-100元的购物券，此活动的推出，让本店的销售增长20%以上。

6、清理库存：A、对滞销品进行打折，2.5-3折，B、“买一送一”，买童装送配饰。 经营品牌折扣童装店，在一个品牌卖了一个月左右就可以对这个品牌进行降价处理了，如果这个品牌在前一个月的销售已经把这个品牌的成本都赚回来了，后面这些特价处理，怎么卖都是赚钱的，哪怕平本或者低于成本价卖，只要有客人买就可以卖。

7、长期赠送：购满99元，送精美化妆镜一个(自行购买，印上店名和电话，对店的宣传效果明显)。

如条件许可，可有长期的促销活动，同时，促销活动要不断的变换，给消费者以新鲜的感觉。

8、在经营过程中，一般周一到周五带孩子出来逛街买童装的这些妈妈都是有一定消费能力的，那么周一到周五的童装卖价可以高些，周末的时候更多的是属于大众消费，可以把童装卖价订低些，能卖更多件，这也不错。

9、善于经营老顾客：童装店的经营需要靠人脉，这里的人脉包括你自己亲朋和熟悉的人，也包括回头客及老顾客的转介绍，因为经营好老顾客就非常重要。对于来店里消费了的顾客都让他们留下联系方式，特别是一定要加他们的微信，记录好他们孩子的年龄及生日。把在你店里消费过的老客户建立一个微信群，每到一个新品牌直接在群里宣传，记住老客户孩子的生日，在他们生日的时候买衣服买一送一等等这些。

10、利用好一些节假日进行销售和宣传，童装的销售：生日一套、61节一套、春节两套、平时两套，一年下来至少也要6套衣服，以一套衣服零售价格平均100元计算，人平均消费高达600元，随着对质量和品牌的要求越来越高，这个数据也将一定会越来越高!

补充点：对店主要求：1)、对流行趋势有一个明确的了解; 2)、精通产品材料;

3)、熟悉当地消费结构; 4)、及时促销能力

第七：心态

对于新开店的人来说，不要想着一下子能赚多少钱，有句话叫做：做最坏的打算，做最大的努力。新开店前3个月只要不亏本就是成功。生意是慢慢做起来的。如果前几个月没赚钱，还亏了些，要多总结思考，从多方面去发现问题，也就是以上几个点去分析。不急不躁，因此说开店必须要有一个好的心态。

1.开童装店思路不清

开童装店的定位，你想开什么样的童装店，如何开童装店，你开童装店的最终目的思想等等，开童装的店主需要梦想不错，但是也不能看到人家开童装店成功，生意兴隆就觉得别人行自己就一定行，人家开店失败，是他没有水平，进货没有眼光，自己比他行，比他运气好，比他有钱有实力。总之对自己期望过高，自恋狂一个。这一些想法只能说明你幼稚，在茫茫商海里，大家只是沧海一粟而已。没有经历过开店，不会有店主的沧桑，艰辛。开店不是你只要付出劳动，付出汗水，只要努力就可以得到丰盛的硕果。前几天看到一位投身商海十多年的仁兄在其博客中写下这么一句话：没有下海之前，每个人都觉得自己怀才不遇，下海之后明白了海有多大。我觉得这句话很说明问题。

2.持之以恒

就四个字：持——之——以——恒。有一句古话我想说给各位店主听听：锲而舍之，朽木不折;锲而不舍，金石可镂。

3.开童装店状态不清

开店之前你还的弄清楚你有几斤几两，这也包含多方多面，如你的经济实力如何?管理水平如何，进货眼光如何，你了解童装业有多少深等等。很多人在开童装店期间就犯了这一个问题，如果手头有5万元就去开童装店，以为童装店投资小，就可以从小店做起，从社区店做起，从3--4类商圈做起，从乡镇做起。精明的开店老手绝对不会手头钱少就去开店的，没有足够的资金，没有好和兴旺的商铺，就进入开店程序。新手开店者在一无资金，二无经验，三无好店铺，就带了全部家当一头扎入风险无比，不知深浅的商海里，因为在经营童装店的期间会遇到很多的问题，大的店铺要租金，转让费，工商税，营业员工资，水电费，店铺装修，店铺货架，货品的资金，小到圆珠笔，计算器等等。

时下做童装生意的朋友很多，但大多都是看别人怎么做自己也怎么做，看别人打折自己也打折，看别人高价自己也高价，没有自己的经营理念，到头来什么都比别人慢一拍，商机全让别人占了先，生意自然不如别人好了，所以，做童装生意，必须有自己的经营理念。 折扣店不等于童

时下做童装生意的朋友很多，但大多都是看别人怎么做自己也怎么做，看别人打折自己也打折，看别人高价自己也高价，没有自己的经营理念，到头来什么都比别人慢一拍，商机全让别人占了先，生意自然不如别人好了，所以，做童装生意，必须有自己的经营理念。

折扣店不等于童装店：

传统的童装生意的想法在折扣店往往是误区。以传统童装店的想法来考虑问题，认为款色好、尺码全为第一要素。而折扣店的特点是尺码不全、款色相对落后，自然，不能够在进货时做到十全十美，只有扬长避短，发挥折扣店固有的特色：品牌+低折扣。

追求暴利的思想：

这个已经是几年前的事情了。虽然我们的童装只要1-2折的进货价格，也能够卖5折、6折。但是这样的生意是没有特色和优势的，试想一个没有任何优势的童装店铺能够在这样的竞争社会坚持多久。沃尔玛能够做到世界500强第一，就是靠“天天平价”。在经营折扣店的同时，在市场上补充一些新款来销售。往往这样的销售，经营者很难把握尺度，就是新款的利润是多少?如果也同样保持100%以上，这样的童装店铺，客人进来时的感觉是“好看”的衣服(新款)太贵，没有任何优势，没有感觉到折扣店的滋味。其他童装在新款的陪衬下更加显得“难看”，不论价格的优势，毕竟在这样的购物环境下，显得无从下手。

进货时只考虑进大尺码，不选小尺码的。首先每个品牌的服装都定位在某个年龄段，如20-25岁或者30-40岁。自然，前者的尺码一般会小码居多，后者会考虑大码居多。另外，新开童装店铺，每10个客人进店，7个身材合适的人，不会有任何尺码的意见，而是比较发福的客人会向童装店家反映服装偏小些。的确。作为店家要考虑这部分客人的需求。但是折扣店的总体尺码一般都是在S-XL之间。不可能满足所有客户的需求。有些商家自然会考虑去找些大尺码的服装来应对客人的意见，但是，这样的衣服并不便宜，很快你的优势马上会被搀杂的服装所掩盖。

童装挑款挑码：

比如说，一个品牌的童装有100个款色、各2个颜色，按照一般的选法，大家能够看的上的大概是20%。其他的80%是没有机会让消费者见到了，也就是说连销售的机会都没有了。再加上挑颜色、和尺码。一般来说，挑上2000元的货都会觉得累。试想一下，你的眼光真是那么准吗?一件160元的短袖上衣，在7-8折的折扣下，会有很多的缺陷，颜色不好，稍小(大)了点，配不到我的裙子(裤子)等等。4-5折的折扣下，意见几乎没有了，大多数情况是，看哪件更加合适就可以了。到了3折以下，价格因素已经不是障碍，很多问题都能够接受了。假如，在购买的人比较多的话，被其他人买走就亏大了。还是先下手为强。备货时怕货品太多，压货压资金。我们要求首次按照1万/20平方米，是最低的要求。试想一个店铺的货品太少，客人能够找到她合适的衣服吗?另外，一万的货品，可能能够卖出50%的货品，毛利也有5000。假如只有2000元的货，那么连卖出500元都是问题。货品多，才是折扣店的立足之本。

补充建议：

1、学会卖中、小尺码，这样生意会越来越好，身材好的女人，穿什么都好看，自然，买衣服的频率高很多。

2、利润要合理，一般100%比较合适。

3、货品尽可能按照一个品牌拿全。尺码、颜色、款色。

4、换货时间一般一个月1-2次比较合适，服装要分析是不是到季节了，比如，夏季前半段是有领子的好卖，后半段是圆领的好卖。

第八：之前一些做服装客户的经营心得

1、旺地生意一定会旺。

2、导购一定要放手让其发挥，要有专业知识，对其管理要明确，制度化，一定要有合理的工资提成。

3、货品的价位要互补，不能吊死在一棵树上。

4、多搞促销活动，除了公司规定的活动外，还必须设法在“S”市扩大知名度。

5、对老顾客、持有贵宾卡的顾客进行客户管理，顾客生日、节假日、新货上市、促销打折均要发短信给顾客，保持联络，建立良好的关系。

6、不要贬低竞争对手，特别是一些档次较高的品牌，对竞争对手的经营情况要进行分析，借鉴别人的优点，共同营造良好的市场氛围。总之，要经营好一家内衣店要先端正心态，不要存在暴富心理，用心做好店铺管理，与顾客建立依赖关系，积累点滴经验，多向一些成功经营者虚心学习，要订立目标，经营好一家就将成功经验进行复制，在不同地方多开几家连锁，在本地区做到行业第一。