What are the tips for opening a clothing store!

1. Clothing retail store management

Why do people become poor and why do institutions age? One of the most critical reasons: psychological fear. It's not the fear of failure, but the fear of success, because to succeed, you have to pay a price that is higher than others are willing to pay. If we want to succeed, the first thing we need to pay is to lower your head and learn from others. Only when living water comes from the source can we increase the wisdom and strength to fight against suffering and gain the true ability and knowledge of life and living. Due to the limited personal level and ability, inappropriate mistakes are inevitable. Everyone is welcome to criticize and correct me!

1. Selling clothes means selling image

You don’t need to enter the store to know whether the store’s business is good or not, you can just stop at the door for a few seconds and take a look! What to look at? Look at the signboard, look at the lights, look at the displays, look at the health status, and even look at the age of the salesperson and whether the employee looks good-looking. Buying clothes means buying beauty, selling clothes means selling image, that’s all!

Buying clothes means buying beauty. Nowadays, in addition to being comfortable and fit, what we wear is more about embodying a non-material spiritual pursuit of beauty, personality, and brand, which is a self-image. A kind of affirmation and realization. Beauty is the basic feature of our clothing products, so the places where we sell clothing and the people who sell clothing should first show beauty. Not turning on the lights to save on electricity bills, not unpacking and displaying to prevent dust, employees not wearing make-up at work and showing no energy, the checkout counters are messy, stores use floats for special sales, stores make their own, hand-painted promotional posters, etc., all of which violate the principles and behaviors of beauty. This will greatly reduce the "beauty of clothing" and make it impossible to express or even completely lost. The beauty is gone, the image no longer exists, and the brand loses the basis for survival, let alone development! ! Therefore, we must keep in mind the basic operating principle of "selling clothes is selling image". All operations in the store must proceed from the principle of "beauty", firmly establish and carefully maintain the standard of "beauty", only in this way, our store, we Only in the cruel and fierce market competition can a brand find its own unique "beauty", and only then can it develop and grow from one victory to another!

2. Comparison can reveal the advantages and disadvantages

For those customers whose performance is not ideal but who feel good about themselves, there is nothing better than going to her store and dragging them into competition in the same city. Go take a look at your opponent's store. Because if we simply talk about her problems, she will find many reasons, such as the economic downturn, the small local population and poor consumption power, the inability to keep up with the goods, etc. Many of them are objective and the company's problems. No problem at all. Is that true? It should be noted that the store's business is not good because everyone is a step too slow, so we cannot just look for objective and company reasons. I once went to a store for support and encountered a similar situation. No matter what I said, the customer couldn't listen at all. All I said was that something was wrong with the company, something was wrong there, the problem was not solved, and none of the problems were implemented. Of course, the customer mentioned the problem and reported the situation very well, but you cannot use this concept of "you are all wrong and I am all right" when looking at the problem. Later, I had an idea and simply said nothing and invited the customer to the same city. I went to take a look at "JEANSWEST", "BONWE" and "FUN". It seemed that she was embarrassed. Our competitors couldn't see any packaged display, couldn't see a plastic stool, and couldn't see any broken ones. lamps. As for us, all the clothes are packed in plastic bags and the store is used as a warehouse. Employees sit in groups of three or five on plastic stools and chat. Many lamps are broken and no one cares about them. When customers enter the store, the employees do not say hello. Comparing this, The gap is revealed. Is this kind of store still a "Yichun" store? How can such a store create excellent performance! If we completely break the customer's "face, self-protection, self-satisfaction" mentality and stand in the position of serving customers, then customers will be very willing to communicate with us and listen to our opinions. Therefore, "good" and "bad", "excellent" and "inferior" are not stated, but compared. Let customers see and understand what is good and what is bad, which is very important for store management to achieve performance. important.

In short, only when there is comparison can gaps appear, only when there are gaps can there be room for improvement, and only when there is room for improvement can we make a difference! Once you understand this truth, the next thing will be easier to handle!

3. Don’t be afraid, as long as you are attentive, you will be fine

Shop operations will encounter many problems every day, and many new situations will arise. It is necessary to maintain long-term life and success in store operations. To maintain vitality, we must try our best to set higher goals every day and be encouraged to try and use new ideas and methods. But when a problem arises, many people and franchisees are often afraid of it and are unwilling to bear the risks brought by change and reform. At this time, we need to encourage them, "Don't be afraid, as long as you work hard, everything will get better!" Because as long as we work hard and move forward unswervingly towards a goal, we will naturally succeed if we use good methods. But if we use wrong methods, we will definitely summarize and adjust them immediately. For example, if we take a plane to Hong Kong, we will definitely believe that we can land smoothly at the Hong Kong Airport, and the next day we can go to "Yang Yi Ge"'s treasure house to taste his famous abalone dish. But the captain knows that as soon as the plane takes off, Due to the constant changes in the upper air flow, the aircraft has deviated from its original direction. Our ability to successfully reach our destination lies in the captain making appropriate adjustments according to different situations. Isn’t doing business just flying? Yes, we are not gods, and our judgment cannot be correct every time. We are likely to make several mistakes in a row, but the possibility of us creating an excellent store and excellent team is greatly increased. Because the pursuit of growth and progress has penetrated into our essence and become our temperament. What a powerful force this is! ! Running a business is the same as being a human being. When we encounter difficulties, tell ourselves: Don’t be afraid, as long as you put your mind to it, everything will get better!

2 Clothing retail store management

4. The boss must start from the employees

Most of the franchisees of chain enterprises should have low levels of education. I started by running a small business and setting up street stalls little by little. Looking back on when my career started, many people were in awe of it. Yes, when the business just started, firstly, there was no money to hire people, and secondly, others were not willing to help you. You had to help yourself. The boss and employees worked hard day and night alone. Now that the business is picking up and has a preliminary scale, and there are people willing to help you, and the financial situation allows it, it is logical to hire a few people. "Spend money to hire employees, use wages to buy your time and let you work for me. Being a boss is finally over and you can rest." If you have this kind of thinking, you are totally wrong! The business of some stores is not ideal. It must be related to the fact that the boss is not in the store all day long. He only comes to the store to give "pointers" and thinks he can rest. He is busy socializing, drinking tea and playing cards all day long. Why is this kind of thinking wrong? Because the store is yours and the business is yours. If the boss doesn’t work hard, how can the employees work hard? This is a matter of precepts and deeds. Speaking of sense of responsibility, what is "sense of responsibility"? For example, if the store is closed for five days, the employees will not be able to sleep, but the boss must be suffering from insomnia every day! The sense of responsibility is different at each level. The greater the sense of responsibility, the greater the intensity of work. The sense of responsibility decreases geometrically from top to bottom, so what should we do if we require our employees to meet our requirements? Presumably only the boss paid a hundredfold more. In other words, if the boss can achieve 100 points, the store manager can only achieve 60 points, while the employees can only achieve 40 points. Human beings are inert, just like a ball going uphill. If you push, you will advance, if you don’t advance, you will retreat. And the boss’s actions are exactly these formless thrusts!

The work of the entire enterprise starts from the top leadership. The efforts of the boss determine the efforts of the entire company and employees. All reforms in the store must receive sufficient emphasis, attention and demonstration from the boss before they can "bear fruit".

Although the boss is the boss, you must always remind yourself that you must start from the employees. Only by starting from ordinary employees can you always be the boss and become a big boss!

5. The boss might as well be more generous to his employees

As the lowest-level manager of a brand clothing chain operation, I often see employees wearing second- and third-rate brands selling in their own stores. Our own clothes, seeing the employees’ voices as quiet as mosquitoes when introducing clothes to customers, seeing the lifelessness of the store and the lack of vitality among the employees, this is the result of us intentionally or unintentionally making our employees feel inferior. Inferiority means losing self-confidence, and a store that loses self-confidence cannot be an excellent store, and a boss who lacks self-confidence in management is definitely not a qualified boss. When one of our bosses took over one of our self-operated stores, he asked our managers how much the store manager's salary was. When he heard that it was only 1,200 yuan, he immediately said, "This is great, and I will give it an increase immediately." 1800. Because he knows that a store manager who gets a salary of 1,200 yuan cannot be an excellent store manager, and a store manager who gets a salary of 1,200 yuan cannot do the same thing as a store manager who gets a salary of 1,800 yuan. This little extra was insignificant to the boss, but it revitalized the entire store; it achieved the wonderful effect of "making a huge difference".

As a boss, the most important responsibility is to boost morale, appoint people on their merits, and know how to do their job. Bosses who care about others always think that they are worthless and only hire them after they are demoted to the point where they are worthless. They think that this is the case. Employees will not leave because of low self-esteem. It should be noted that how can a worthless employee suddenly become a high-flying employee! Therefore, in terms of hiring employees and in daily store management, our bosses may as well be more generous to employees, because the role of the boss is to boost morale and enhance employees' self-confidence. With high wages, there is naturally high morale and good confidence. As for how to work, employees naturally have their own ideas, and the boss does not need to worry about it.

6. Let employees concentrate and then give up

Communicating with several store managers of several of our key stores, we will find a very strange phenomenon, that is, many of our stores do not work at night The proportion of turnover in the whole day's turnover is particularly low, and the transaction rate of customers is not high. Most of the time, it is just the opposite. Not only does the turnover in the evening account for a higher proportion of the whole day's turnover, but also through the recent period Due to the trial of time, sometimes the performance at night even exceeds the performance during the day. What's going on? In addition, we also know that when the store is not open, we ask our employees to organize and stack the goods through BoMi, but often there is nothing to do after the broadcast. However, their managers not only remind and encourage them through BoMi, but also put the original After the stacking is completely broken up, employees can rearrange it. Why is this? They told me: Because when you are idle, your morale and enthusiasm drop! ! This gives us a deeper understanding of the principle of "much ado over nothing"! The characteristic of specialty stores is that there are many female employees, and the biggest problem for female employees is that they have too many concerns. They are always thinking about how other brands pay, and how are their parents and boyfriend today? In short, the reason why employees cannot do a good job is because they are not focused. How to be specific? To put it simply, it means being busy and moving. When a person is busy, he naturally has no time to think about other issues. Therefore, in the management of specialty stores and companies, you should not be afraid of employees doing too much and getting tired. What you should be afraid of is whether they have something to do and whether they do not have enough responsibilities and functions and are too idle. Employees should also understand , the boss invites you here, if there is nothing to do, you will have no meaning and value in existence.

3 Clothing Retail Store Management Let employees concentrate on a day's work, but how to make employees do a good job for one year or even two or three years is to make employees give up. The boss's successful life experience is a living teaching material, but it is not enough.

As a boss, the most important thing is to paint a beautiful future for your employees! At the same time, you must work hard and persevere for a long time to share your ideals and future with your employees. If the boss talks about the business and development plan in five years every day, and talks about the employees’ current experience accumulation to prepare for their own entrepreneurship, and every day Encourage employees to try greater adventures and opportunities. Employees will naturally understand that the company is developing and they can grow with the company. When a person sees growth and prospects, he will naturally work hard for the goal, then the boss can let The people who follow you are committed to your career and pursue greater success!

7. Don’t just pay employees for their hands and mouths

What a successful chain operation ultimately builds is a network of relationships of great value, which is what we call in marketing "Marketing Network", the most valuable part of the marketing network should be the best thinking and the latest concepts! Talking to many of our bosses was enlightening. Their success is due to their extraordinary philosophy of life and conduct. A boss once told me personally: Those who criticize you are your teachers, those who scold you are your friends, and subordinates who do not argue with you are incompetent subordinates. What a thought! ! Do we have such a broad mind to treat our "teachers" and "friends"? Let's go back and look at our employees. They don't argue with you, but are they incompetent? No, it's because our leaders are too domineering. They used to give us suggestions and argue loudly with us, but we were too arrogant and proud, and often thought their suggestions were ridiculous. We ignored their suggestions or ignored them because we were so-called "too busy." Forgot. "That's it, stop talking and just do as I say!" We have interrupted their arguments arrogantly, and it seems that it has become commonplace for us to "use power to suppress others and use rank to suppress others." It’s not that they don’t argue with us because they are incompetent, they are afraid that our minds won’t be able to accommodate them! We hurt them, we hurt the team, but ultimately we hurt our business. So they fell silent. They had something to say but didn't want to say it. From then on, the company lost its candidness, which eventually led to mutual suspicion between management and employees, and even serious consequences of mutual distrust. Later, they left the company quietly, and we arrogantly thought, "It doesn't matter if he leaves, it's just that he doesn't have the ability to adapt to the company." Most companies in China have always paid wages only for their employees' hands and mouths, but they have forgotten that they also have infinitely intelligent thoughts and brains. They do not pay attention to communication and suggestions with employees. This is the tragedy of managers and leadership skills. . Let every employee devote themselves to work, which is the main job content of managers; let everyone play a role and let them clearly feel the important role they play, this is the secret of management and leadership!

8. Treat differently to create a strong enterprise

On the same day, the same 24 hours, the boss can earn 10,000, but the store manager can only earn 100, and the employees, but A mere thirty or forty yuan. There are differences in this world, and it is impossible for this world to be completely fair. We must admit this "unfairness", just like facing "others go to key high schools, but we can only go to ordinary middle schools." In a store or a company, it is not advisable for a boss to think of everything as "one bowl of water". It is also unscientific and obviously goes against human nature. Jack Welch once said, "Differential treatment is the only way to create a strong enterprise." So how can we treat them differently? First of all, we must understand that among the group of employees, there must be the best, the worst, and the majority in the middle. Secondly, we must use different attitudes, methods, and compensation to evaluate and reward and punish these different employees. The last point to emphasize is that we must exclude the worst performers from the entire group.

"One mouse excrement ruins a pot of soup"! If both the boss and the store manager think that an employee is bad, it doesn't matter. The worst thing that can happen is knowing that he is bad but not being able to fire him! I once went to a store, and the boss said that this employee was not good. I asked her if she had customized recruitment materials from the company, and he said no. I asked him again if there must be qualified candidates to replace him, and he also said no. ; I continued to ask, have you seen any recruitment posters from your competitors? He unexpectedly replied: Yes, they are there all year round. Such an answer is really hilarious!

Differential treatment is the only way to create a strong enterprise. Differential treatment is difficult to achieve. Anyone who finds it easy to do it is not suitable to survive in this enterprise. The same is true for anyone who cannot do this. !

4 Clothing retail store management

9. Good business only comes after eating, drinking and having fun

There is such a rule in the employee management system of one of our stores, "No Treat colleagues and accept treats from colleagues!” But that’s not all. There is another rule from the boss: “The company must treat colleagues more!” It’s really interesting. Another time, I was deeply attracted by a document in the laptop of one of our bosses. All stored in it were photos of employees eating and traveling together at different times and in different places. It was really thoughtful. The experience of these excellent stores tells me that "the more employees eat, drink and have fun together, the better the store business will be!"

Our colleagues work from 8:00 in the morning to 9:00 in the evening for a full twelve hours hours, 365 days a year. If our bosses were asked not to sell clothes but to sit in a specialty store for 6 hours, many of them would not be able to bear it! The work is indeed hard! However, work can be hard, but work cannot but be full of fun! It is the eternal responsibility of store managers to make employees' work fun and let your employees be happy anytime and anywhere. Through those rules and regulations and those old photos, I understand that giving employees joy and learning to celebrate is always the most effective way to motivate the entire organization. Let’s listen to the teachings of the sages of our ancestors: A kind word will warm you in three winters, a bad word will make you feel cold in June; In the store, our bosses and managers should not let go of small failures. We must find ways to celebrate even a small victory and cheer our employees affectionately, without spending too much, just a few snacks. Or a dinner will do. Our mission is to make our employees happy and, of course, we must deliver good results.

10. A small river is full of water and a big river is full

Every time I go to a store, how do the wages of our store employees compare with those of competing brands? Can the employees’ wages be paid on time and in full? I am particularly concerned about the payment of allowances, the monthly loss rate of our store, whether the deduction of wages due to lost goods has been perfectly resolved, etc. I am particularly concerned about these issues. Also, when setting up a wage system when opening a new store, I will tell our boss that as long as we make money, we would rather make our profits smaller, and the wages of our employees must be higher than those of our competitors, and they must be lower than those of our competitors. There is a minimum guarantee but no upper limit. Why? Because I understand that the small river is full of water and the big river is full. Only when the employees have it, can the boss have it! !

“A small river is full of water and a big river is full.” This is a famous saying of Haier President Zhang Ruimin’s pursuit of ideological and conceptual change. He said that if you change a word, the concept will be new. Can Zhang Ruimin's philosophy of making home appliances become the philosophy of our franchise chain store management? Practice has proved that not only can it be done, but it is also completely applicable! According to the laws of nature, the water of big rivers comes from small rivers. If there is no water in the small rivers, the big rivers cannot have water. If small rivers do not provide water sources for big rivers and rely on big rivers for water supply, big rivers will dry up sooner or later. In an enterprise, the enterprise is like a big river and employees are like small rivers. If every employee can become a small river that flows endlessly, then the big river of the enterprise will never dry up. Therefore, after one year, to see whether we have made money, the most important thing is to see whether the employees' wages have increased and whether their faces are smiling! If the employees' wages are increased and their faces are smiling, our boss will definitely make money.

Therefore, the small river is full of water and the big river is full. If you want to have it for yourself, you must first let your employees have it; if you want to be successful, you must first ensure the success of your employees!

11. The competitor is the lion

The last time we conducted grassroots research with our support staff, this trip was a huge shock to me. It turns out that I have always believed that although there is a certain gap between our brand and our competitors in central cities, in the second and third tier markets, we have already caught up with our competitors and left them far behind. But what is the reality? Far from it! It turns out that I always thought that after the Spring Festival, we renovated and opened more than 60 stores, which was a lot, very fast, and very remarkable. After this trip, I was surprised to find that there were people faster than us.

The nine places I visited this time (except for 2 places that have not been rectified, the rest are all stores with new images that have been rectified), not only did I see that all the competitors had the latest images, but there were actually seven Competitors in each place are better than our ports and have a larger area. What a slap in the face! Even Ziyang (a prefecture-level city in Sichuan Province) and Fushun (an ordinary county town in Sichuan Province), which we have always considered to have very good performance, are not immune to this misfortune. Ziyang has not been included in the rectification schedule because its performance has been stable. However, our shop is only more than 50 square meters, while our competitors have twice the area of ??ours. Even a small brand has opened two shops, and the area of ????both is larger than that of ours. To be pure and great. As for Fushun, it was a store that was renovated and opened only this year! We thought we had firmly established competitive advantages in two places, but it turned out to be the case, not to mention the other five places. You don’t know if you don’t look at it, but you will jump after you take a look! It seems now that it is very dangerous to look at today's changed market with the thinking of a year ago! Likewise, the thought of "our competitors sleeping while we work" is terrifying. After this trip, I deeply realized that we are competing with the smartest competitors. We are not only competing in speed, but also in endurance. This must always be remembered. Your competitor is a lion and you must not take it lightly!