Burn 400 Thousand Yuan To Buy A Business Lesson

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Men's wear: "burn" 400 thousand yuan, buy one.

Impulse is the driving force of entrepreneurship, less impulse, that is, lack of motivation to fight.

However, under the impulse of impulse, if we want to succeed in business, we must see clearly the market and seriously analyze the characteristics of consumer groups.

"It took me a year to burn up 400 thousand yuan, and I bought an entrepreneurial lesson.

Now, think of it: "impulse is the devil!"

In a newly decorated "men's clothing store in Zhengzhou", a new decoration in the university town of high tech Zone, Mr. Lin talks about his own entrepreneurial experience, and his face shows an unforgettable pain.

In 2007, Mr. Lin's cousin Zhang acted as a well-known brand "Li Lang men's clothing" and set up a special counter in the men's clothing department of Zhengzhou Baisheng shopping malls.

With the brand effect plus its excellent geographical location and extensive interpersonal relationship, Zhang has not only made outstanding achievements in retailing, but also has taken orders from several large companies in Zhengzhou, so that he has made considerable investments in the past 07 years.

According to the stipulate in the contract signed at the beginning of the year and the "lon Lang men's headquarters", the agent of the provincial capital city must pay 3 time for the first time to pay the contract deposit and the credit guarantee deposit. In the first year, there must be 46 image stores or shopping malls in the second years, and the sales volume of each single store hall should be no less than 300 thousand yuan.

According to the contract stipulations, Zhang also set up the men's wear counters in Zhengzhou's golden Boda shopping mall, big Shanghai City, Beijing Hualian Commercial Building and so on, and made good sales results through the convenience of local interests and brand advantages.

At the beginning of 2009, Zhang further expanded the scale of operation. Mr. Lin, who had some savings, wanted to invest in business.

Thus, under the introduction of cousin Zhang, Mr. Lin also joined the "lon Lang men's clothing" and opened a specialty store in the university town of Zhengzhou hi tech Zone.

"Men and women are very different in their dress. Men's clothes are simple and of little variety, but they pursue quality and taste.

Although the amount of money invested in the brand men's clothing is large, the profit is high, and the dress is simple and well managed.

This is the idea that I joined before. After joining it, I found that it was not so simple.

Men's clothing, especially the famous brand men's wear, requires higher consumption level in the joining area, and the consumer group has certain limitations.

According to Mr. Lin, because he did not seriously analyze the market and consumer group characteristics before investing, the "lon Lang men's clothing store" that he joined did not bring him huge profits return, instead, he suffered from investment risk and was heavily indebted.

The planning before joining the investment is not comprehensive enough. It can be said that Mr. Lin's investment failed.

Although there are many famous universities in the new campus of Zhengzhou University, Henan University of Technology new campus, The PLA Information Engineering University, Zhengzhou University of Light Industry new campus and new campus of Henan staff building university, there are more than 10 students in Zhengzhou high tech Zone University Town, with a large consumption volume, but the consumption level is generally low.

"Lun Lang men's clothing", as a famous brand of men's clothing in China, has exquisite workmanship and fashionable style, and leads the fashion trend. In particular, it is the first "lon Lang business leisure series" launched by clothing. The positioning of clothing products is in line with the dress requirements of successful businessmen such as modern white-collar and administrative organs.

Therefore, compared with the casual casual menswear of the ordinary brands and the varied Korean style women's wear shops, the business of Mr. Lin's men's wear shop seems very cold and cheerless.

It can be said that the wrong market model and weak sense of cost are the key to defeat Mr. Lin.

The business scene of Mr. Lin's business is quite different from that of Mr. Lin. A "Carle Beth brand children's clothing discount shop" beside the gymnasium of Zhengzhou cultural road is booming.

The management of children's clothing brand has low investment cost, small risk and quick return to investors.

Don't look at my shop, the decoration style is very simple. Here, I have concentrated many famous children's clothes in the world's first line brand. All children's clothes here are not higher than 50 percent off all year round, so every child's day discount will be lower, so they attract many customers who love cheap and heavy brands. They often gather a lot of people who rush to buy shops outside the shop, and the business is wonderful.

Mr. Li, the boss of children's discount shop, is very enthusiastic when interviewed by reporters. It is understood that Mr. Lee has been running children's clothing for three years. Since the beginning of 07 years, he has been running a single brand of children's clothing, and now he develops and operates more than 10 brands. His business is getting bigger and bigger and his investment report is becoming more and more rich.

"Investment clothing industry must analyze the market and the consumer groups around the market.

Take my shop, the location is located in the downtown business district of Zhengzhou, and near the Provincial Gymnasium. Every evening, especially at weekends, many parents will bring their children here to exercise.

So, I lock the consumer groups here as children.

Turning to the successful experience of running children's clothing, Li Xiansheng said that with the improvement of people's living standard, the famous brand discount child equipment with high quality and low price is favored by the parents, and the market prospect is very good.

From last year's sales of brand discount children's clothing, Mr. Li conservatively estimated that net profit would earn 200 thousand.

China's huge population base has created a huge consumer market for clothing, especially for women who are naturally fond of beauty. Clothing has been firmly occupying half of their pockets.

Therefore, like brand children's clothing, the market potential of branded women's clothing is also very huge.

"Beauty and love shopping" can be said to be a great feature of most women. Women love clothes, just like men who pursue beauty forever and eternally. They want to have new clothes every day, so some people say, "there is always one piece of clothing in a woman's wardrobe."

Ms. Zhu, the shop director of the 27 commercial pedestrian street in Zhengzhou, told reporters in an interview that compared with men's wear and children's wear, women's clothing is more style and style, and the fashion sense of following the trend of the times is stronger. The consumer group is very large. If the market is ready, it can be said that the space profit is considerable.

However, due to the great impact of fashion trends, brand women's clothing investment risks are also great.

"Take us agge for example. The promotion of new clothes at the beginning and holidays is the two peak of sales in the store, and also the key to profitability. The rest of the store will be relatively cold.

Therefore, if these two periods are not well handled, such as the lack of publicity for new products, and the failure of promotional activities planning, it will probably lead to squeezing out of commodity stocks, holding capital and even losing money.

Ms. Zhu said that the "Ai Ge women's wear shop" has been moving forward in the past two years. It has been very good to maintain a slight surplus in the cost of clothing investment and expenses.

So, Ms. Zhu, who has quite a lot of experience in brand women's dress management, suggests that at present, domestic women's clothing is greatly influenced by Korean fashion dress. When fashion changes and products need to be updated rapidly, brand women's wear should be mentioned before analyzing the characteristics of the market and consumer groups. Choosing famous brand investment that dominates the fashion trend and the more prosperous lot management is the key to making money! {page_break}

Expert weapon: adjust measures to local conditions, avoid risks and let brands become Qian Shu!

The ancients said: everything is predetermined but not abandoned. For investors who join in brand clothing, they must plan carefully before investing.

Although famous brands are gold signboards, not every franchisee can make money.

Carefully studying the local cultural environment, analyzing the characteristics of the market and consumer groups, creating a new market, blindly taking the market blind spot, choosing the clothing brands and varieties that suit their consumption level in the local area, and achieving targeted goals is the key to the success of joining the company to make money.

When it comes to brand clothing, Fan Fengyun, chairman of Zhengzhou famous clothing enterprise, Zhengzhou pan Mei Fashion Co., Ltd., is very knowledgeable.

In fan Feng Yun's view, it is not enough to study the local humanistic environment, analyze the characteristics of the market and consumer groups, and do well the basic work before these investments. The industry analysis, commodity introduction, setting up business circle analysis, investment analysis, manpower planning, monthly consumption analysis, profit forecast, shop development plan, medium and long-term development goals, etc., each of which must be analyzed carefully. The more detailed and detailed the analysis is, the easier it is to find problems and correct them in time, so as to reduce investment risks.

In addition, investors should carefully study the franchised brands after selecting the varieties that they have joined.

The market positioning of brand clothing chosen by investors, the popularity of the brand, the foundation of the consumer group, the reasonable profit margins, the understanding of the company's development history and current operation status, the availability of the supply, and the training and service support of the headquarters, etc., are all factors that need to be seriously considered before signing the contract.