Development trend of underwear industry

It is much more difficult to successfully run an underwear store than a women's clothing store. Underwear stores require strong knowledge and a good grasp of inventory (for example, ready-made clothes usually have only a few sizes of S, M, L, etc., and women's clothing stores can easily attract consumers as long as they have special styles, while underwear is divided into several cups of A, B, C and D in the same paragraph, and there are 7, 75, etc. Therefore, there are at least 5 products with different specifications for the same model number. Otherwise, after a year or two of painstaking efforts, it will become a huge pile of goods. I will sum up my own experience in self-operated "Jialishi" underwear franchise store in "S" city for more than one year, so as to feed readers and wish to grow together!

1. Understand the development prospect and brand classification of underwear. The development of underwear industry is only 2 years. It is a fast-growing and promising industry. Compared with ready-made clothes, it is more profitable, with lower threshold and less risk. The brands on the market are divided into three categories: first-line, second-line and third-line brands: first-line brands: high-end brands, with higher retail price and higher joining conditions. The first batch. The mainstream price of products is between 1 and 3, which is suitable for large and medium-sized cities with high consumption level. The well-known brands are: An Lifang, Diane Fen, Manifen, Diana and so on.

Second-line brand: the mid-range brand, with the product positioning between 5-15, in which the mainstream price of bras is between 7-9, and the initial purchase and joining fee is about 3, yuan. Suitable for a wide range, the well-known brands are: Jialishi, Olinon, Meisi, Hongziqing, Xiadaifang, Caiting and so on.

Third-line brand: that is, it is one grade higher than the goods circulating in the market, and operated according to the brand. The product price is lower and the sales volume is larger. The mainstream price of bras is 2-4 yuan, and the well-known brands are: Xianyidai, Jiaoying, Ya 'an Lina, Daifeier and so on.

There are many skills in brand selection, because brand selection is directly related to the long-term development of franchise stores. The general principle is to find a company with good strength and influence in the market.

2. Analysis of the economic level and business circle of the city where it is located "S" is a place with an average economic level, with a per capita monthly income around 1 yuan, and it belongs to a city with average consumption power. First, it is necessary to investigate the business environment and competitors:

1. Close to Nanhai and Chaoshan, there are many underwear shops in this city, with about 2 low-grade underwear shops and more brands, including Meisi and Oslander.

2. There are two prosperous areas in this city, one of which is mainly engaged in low-grade goods, and the other is a street of specialty stores, mainly including Yimeng, Beautiful World, Raptors, Giordano and Red Dragonfly.

3. The store rent in this street is about 3, yuan/month for 3 square meters and 2, yuan/month for 18 square meters.

4. There is an underwear brand store located in this street, which has a good image and is biased. At the beginning of opening the store, the business is good, but at the later stage, the business is not good, with a single brand monopoly and a small customer base. There are two low-grade underwear stores, which are not decorated and sell brand goods, mainly selling low-grade goods to make money, with a gross profit margin of about 2%.

Analysis:

1. Considering that the underwear store is a new store, in order to reduce the rent and cost, the underwear store can be small, so it is decided to rent an 18-square-meter store first.

2. There are two prosperous areas, but the brand must be located in this street. Only by looking for shops in this street can there be a commercial atmosphere.

3. It is necessary to run an underwear store to suit the local situation, because it is risky to monopolize a brand. It should include second-line and third-line brands, seamless underwear, household clothes, socks and so on.

3. Cost budget, site selection and brand determination

1. Budget (the investment is 46, yuan, and the store rent is 24, yuan in advance, totaling 7, yuan) (1) Decoration: A, 5 display cabinets *5 yuan = 2,5 yuan each (the manufacturer only charges the cost) B, light models, full-length models, and so on. Among them, major brands account for 6%, supplementary brands account for 15%, seamless products account for 1%, household clothes account for 1%, and special products and socks account for 5%)

2. Site selection: The shopping mall runs east-west, and there are many people going west. Therefore, it is a prosperous place to choose a store on the right side of the shopping mall, and there are fewer people on the left side. It is best to choose a store in the middle of the shopping mall.

3. Brand selection:

(1) Main products: Considering that well-known brands are often out of stock in the peak season, it is risky to simply operate a certain brand's specialty store, so it can appear in the form of combined stores. Gareth is one of the leading brands of second-tier brands and has no local outlets, so it is determined that the main product is Gareth, and its mainstream price is between 7 and 13 yuan, so it is signed with this company.

(2) Supplementary products: Choose "Suet Nei Fang", the mainstream price is between 5 and 8 yuan, which can supplement the price of "Jia" products, and have no influence on each other. One image cabinet will be displayed in the store.

(3) Seamless products: considering that seamless underwear is popular, feels good, and can operate seamless warm-keeping clothes in winter, through comparison, we choose "Yi Suet Nei" products, which are moderately priced and easily accepted by consumers, and displayed in an image cabinet in the store.

(4) Household clothes: confirm "Maniya", the price is 5-138 yuan/set, supplement the "Jia" product line, and there is a pajamas display area in the store.

(5) Special cars at the store door: mainly circulating goods and socks.

iv. Analysis of operating effect:

a) After one year's sales, the investment cost is basically recovered, calculated by monthly sales of 2, yuan (the total annual business is 24, yuan, excluding the product cost (not detailed here because of different discount rates), the gross profit is 12, yuan, and the annual expenses are: i. Store rent: 2, yuan/month *. 2 shopping guides) 5 yuan/month * December *3 people = 18, yuan, commission: 2,4 yuan/year, store manager position allowance: 3,6 yuan/year, total salary: 24, yuan. iii. Industrial and commercial tax, etc.: 1,8 yuan/year. iv. Water, electricity and telephone charges: 5 yuan/month * December = 6, yuan. The net profit for the whole year is: 12-5.78 = 66,2 yuan (with an investment of 46, yuan, and the investment has been recovered)

b) Calculation of the second year income: the monthly net profit is 64,2 yuan/December =.535 million yuan c) Sales proportion of each product: 6% for Gareth, 15% for Suet Nei Fang, and 15% for Suet Nei.

5. Store management and shopping guide training:

Terminal sales are ultimately completed by shopping guides, and the turnover between trained shopping guides and untrained shopping guides may be more than 8 times different. Therefore, it is necessary to set strict rules and training programs, so that the shopping guide can give full play to his ability and develop a pair of critical eyes. That is to say, when a customer enters the store, you must clearly see what kind of cup cover she is probably wearing, instead of measuring it with a ruler, and then you can recommend it to her more accurately. If you fail to do so, the shopping guide is unqualified. The best age of shopping guide is between 28 and 4. When young girls recommend underwear to others, it is inevitable that they are not authoritative enough, too old, and will inevitably lose their own image. The success or failure of a specialty store lies in management and sales. If these two aspects are well managed, the profit will not be far off.

(I) management system of specialty stores

This management system is specially formulated to standardize the management of specialty stores and reflect the brand image of British Jialishi specialty stores:

1.

2. Clean up twice a day, once in the morning and once in the evening, and keep the inside and outside of the store clean and hygienic during business hours.

3. Don't be late or leave early, and ask for leave only after it is approved by the manager one day in advance.

4. During business hours, the shopping guide is not allowed to talk about private affairs, joking and chatting. When customers enter the store, the shopping guide should stand and receive them. If they need a rest, they can only take turns to rest. 5. Change the clothes of models every Tuesday and Saturday, and change the goods in high cabinets every Monday.

6. Hospitality must be warm, careful and earnest.

7. Please save electricity, and turn on the indoor "exterior lights" and "wall lights" during the day, and turn on the "lighting model" on cloudy days. Turn on indoor "internal and external hole lights", "lighting model" and "outdoor hole lights" every evening; Turn on the "signboard spotlight" from 2: to 22: . Please save water.

8. Save telephone charges, and make a phone call for no more than 3 minutes at a time. The maximum monthly telephone bill is 5 yuan/month, and the excess shall be borne by the shopping guide. 9. The shopping guide shall check the goods every day. If there is any shortage of goods and promotional items, it shall be borne by the shopping guide * *, and the goods shall be compensated according to the retail price. The shopping guide shall check the amount and authenticity when handing over the goods. If there is any shortage or counterfeit money, it shall be borne by the shopping guide.

1. If the shopping guide resigns, he must inform the manager one month in advance, and the manager can only resign after agreeing.

11. Strict reward and punishment system can effectively motivate and stimulate the sales passion of shopping guides. The monthly responsibility of each shopping guide is 7,5 yuan/month, and the commission is based on the total turnover. If it is less than 15, yuan/month, it will be 1%, which will be divided equally by the number of people. If the price exceeds 15, yuan/month, 2% will be used as the shopping guide commission, which will be divided equally according to the number of people; More than 25, yuan, more than 3% commission, divided equally by the number of people. This store realizes financial openness and transparency, so that the shopping guide can get commission in time. The commission for new shopping guides starts from the 1st day of the first month of work.

(2), code of conduct, work score (out of 1)

1, 1 point will be deducted for unclean cleaning.

2. 1 point will be deducted for rude words.

3. 1 point will be deducted if the cashier's slip is incomplete.

4. 1 point will be deducted for being late and leaving early.

5. 1 point will be deducted for irregular placement of goods.

6. If the model changes underwear once every three days, 1 point will be deducted if it is not implemented.

7. The goods in high cabinets are replaced once a week, and 1 point will be deducted if they are not implemented.

8. In case of shortage of coins, 1 point will be deducted for counterfeit money.

9. If you don't save electricity, water or telephone, 1 point will be deducted.

1. 1 point will be deducted for talking about private affairs, joking, chatting and taking turns to rest during business hours.

11. If the hospitality is not serious and enthusiastic, 1 point will be deducted.

12. 1 point will be deducted for asking for leave more than 3 times a month.

Note: 6 points are passed, and if you fail for 2 consecutive months, you will be automatically dismissed.

(3), Jialishi shopping guide terms

1. When customers approach the store, they first greet them with "Welcome, please feel free to look around (Mandarin)!"

2. When the customer's eyes are fixed on a certain style of underwear, introduce the product's functions and selling points, and suggest them to try it out. "Sister/Miss, this style is the most popular this year, and it has certain advantages. So-and-so has bought it, and it is particularly plump after wearing it. Please try it on." And take the initiative to ask its size, and take the goods down and hand them over to customers.

3. Try on underwear that customers are interested in: "According to my experience, please believe me that this style and cup shape are very suitable for you. Please try it on and I will guide you to adjust it to the most satisfactory level."

4. If a customer chooses a certain underwear, she should be praised for her good eye in time. "Elder sister/young lady, you have a good eye. You chose the best-selling style of our company. I'll wrap it up."

5. Don't ask customers what they think after trying it on, just say, "You look very decent in this style and after wearing it."

6. To deliver cash, you should sing "accept and pay": "* * * for 1 yuan and 12 yuan, thank you!"

7. When handing over products. "Please keep it, thank you for your patronage!"

8. When customers choose not to buy. "It doesn't matter, you are welcome to come again. We have a new stock at some time and come back when it is suitable."

9. When the underwear needed by customers is out of stock. "Sorry, the style (number) you want is temporarily out of stock. If it is convenient for you, please leave your contact information and we will inform you as soon as it is available."

1. When customers ask for a discount. "I'm sorry, our company has a strict promotion system, which is unified throughout the country. Please forgive the discount."

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

12. When you answer the phone, you should say "Hello, Jia Lishi" in Mandarin, and when you hang up, you should say "Goodbye."

(4), professional knowledge:

1, understanding of female bust and hip

2, function, classification, structure, size and measurement of bra

3, correct wearing and adjustment of bra

4, washing and maintenance of bra

5, classification, structure and size of underwear < Size selection of abdominal belt and abdomen pants; The wearing method of abdominal belt and abdomen pants; Abdominal belt, abdomen pants and body shape.

VI. Store inventory management

1. Daily sales list

2. Daily inventory record

3. Monthly inventory list

4. Purchase list

7. Promotion activities:

1. 1% discount for opening. (advertising theme: "Diana is jealous of Jialishi")

2. Valentine's Day: hang banner advertising strips in the whole city with the advertising theme: "What to send for Valentine's Day? Jialishi underwear attracts your favorite ",shopping and giving chocolates caused a sensation in the whole city, and many people took this advertisement as their mantra."

3. March 8th: Banners were hung in the whole city with the theme of "Be a woman who makes men move", shopping with shoulder straps, and two advertising activities established our leading position in this city, which made our peers unable to recruit again.

4. In order to increase the fun of shopping, our store has launched a shopping lottery: you can participate in the shopping lottery when you buy 1 yuan, and the prize is a shopping voucher worth 5-1 yuan. The launch of this activity has increased our sales by more than 2%.

5. Clearing inventory: A. Discounting unsalable products, 5-8 fold; B. "Buy one get one free", buy bras and get underwear.

6. Long-term gift: when you buy 88 yuan, you will get a beautiful cosmetic mirror (buy it yourself, print the name and phone number of the store, and it will have obvious publicity effect on the store). . . . . . Under normal circumstances, targeted advertising can bring more direct benefits. A small underwear store can't have a lot of media advertisements, but it can do something practical with a little money, for example, pulling banners for promotional activities on the main street. Nowadays, underwear brand manufacturers generally have some promotional items to provide. Attractive promotional gifts can not only deepen the feelings with customers, but also narrow the distance, and at the same time, it is also a good loan for operating products to maintain stable prices without discounts.