Skills Of Nine Stores

　　 1. industry Choice

When we choose the industries we want to run, we tend to choose those industries which seem to have a high profit margin. In fact, that is just a representation. We need to see clearly the nature of profits. There is such a phenomenon that a high profit enterprise and a low profit industry earn little money in one year. Even the enterprises with high profit industries are less profitable than those in the low profit industry. This is because the high profit industry is like a cake that attracts people. Everyone is in the industry, resulting in fierce competition in the industry, but the profit rate is very high, but the turnover rate is very low, while the low profit industry is the opposite.

When we choose industries, we should not regard high profits as the main reference standard, but first we should consider whether it is suitable for ourselves, such as whether we are good at or have resources. In terms of profit, we should work hard on turnover rate. For example, WAL-MART, they only have a profit of 2% in one dollar turnover. It looks very low, but they turn 24 times a year, so that the profit rate of one yuan per year is nearly 50%, which is the real high profit. Relatively, for example, some fitness equipment products, their profit margins exceed 50%, or even 100%, but they may not be sold for one year, and the backlog, storage, depreciation or even damage of the funds will eat up all the high profits. The industry that makes money again also has the enterprise that loses money, the industry that has sunset again also has the enterprise that makes money, so, making money is not in the choice of industry, at this time main business should be done.

　　 2. Create a customer oriented approach. Management Idea

Before starting a shop, consider why you want to open this store. Apart from making money, a shop wants to survive for a long time and grow and grow, so it must have a business philosophy initially considered for customers or even for the benefit of society. WAL-MART is relying on a business concept of providing cheaper and cheaper products to customers from a few dozen square meters of shops in the countryside to today's retail chain of more than 3000 global chains and the top 500 in the world. McDonald's business philosophy is "customer oriented and everything for you." Specifically implemented in Q, S, C, V four aspects: (Q) quality, (S) services, (C) clean, (V) value. It has been recognized and loved by many people, making the world chain more than 10000; 3M company's business philosophy is to provide solutions for problems and get customers' trust and dependence.

The business philosophy of an enterprise is often a sentence or a few slogans, but the slogan is only a concise exercise of complex concepts. After determining the company's business philosophy, it is summed up as a few slogans accurately, so it is easy to remember 100 million, and it is easy to carry out every employee's thoughts and behaviors. But the concept must not be confined to the slogan level, nor to the customers. This requires the business activities of enterprises to be carried out around this concept. This idea can not only stay at the top managers, but make every employee clear and agree. An enterprise is like a person. Business philosophy is just like this person's values and codes of conduct. With these enterprises, there will be clear directions and consistent goals. Otherwise, there will be no constant business philosophy that will not only make the business swing and fail to develop healthily, but also make the customers vague about the business and can not be loyal. Business philosophy is the spirit of enterprise management, a customer oriented and market oriented business philosophy will make your business evergreen.

　　 3, business positioning

The goal of success is to find a way out of competition. Every shop must have its own position to consider which customers need to meet. If you do not meet all the needs of your customers, you need to be specific and professional in a certain way. If you want to get the blue sea without competition, you have to have your own unique and different competitors. Only in this way can you avoid the competition of the front competitors, which is especially important for the shops that are just starting up. The success of positioning depends on which customers to abandon, what kind of special products, special services and unique experience for the customers left behind. But it should be noted that this differential positioning is not unconventional. It must be determined through market research and other means to determine whether this positioning can be butted with the target customers. That is to say, your positioning is really what consumers need, and if the answer is No. {page_break}

　 4. Choose a business. commodity

The commodities mentioned here include physical physical properties, including service goods. It is necessary to operate at least quality goods that meet the threshold of market entry, otherwise it will be difficult to grow bigger and bigger. While ensuring the quality, we should pursue diversity, because good products are the only thing that stands alone, while differentiated goods or services are the way to win. The specific product differentiation strategy refers to the management orientation of the previous paragraph.

5, shop location choice

The choice of store location is not necessarily on the busiest street, but on the most suitable place for business. For example, the sale of cars, decoration materials and other expensive but not often purchased goods, shops open far away, a remote place will not affect the business. Because customers who want to buy these products don't care about running a long way once in a while. They care about other factors such as price, quality and so on. While fast consumer goods need frequent purchase, they are suitable for choosing the location of shops in areas where people are concentrated and highly mobile, such as food, catering, entertainment, general merchandise and so on. If you can't decide where to put the store, you can choose to open it in the place where the shops are concentrated. Do not think that you will increase the competition and affect the business in the place where your competitors are standing. Because each other has a competitive relationship, but at the same time, they create more potential customers' chances to visit. As long as you manage your business, you can get a generous return from your competitors. That's why many shops in the same industry prefer to spend high rent on one street. In economics, it is called the concentration effect. Take a look at the city where you live. Do you have a lot of places like food street, clothing street, computer city and so on? And business is very good. This is the concentrated effect of business circle. A large number of customers can attract a large number of customers. In order to get these customers, businesses must constantly improve their services, provide better products or lower prices. This healthy competition is positive and beneficial to businesses.

Another way to choose a store is follow up strategy. For example, KFC is closely following McDonald's, where McDonald's can see KFC in the opposite direction or not. This method is suitable for businesses that are similar in scale to those who follow the target, or can fill the weaknesses of their strong competitors. Otherwise, they will only gather their clothes for their opponents.

　 6, store decoration

Store decoration should be consistent with the overall business positioning, style, customer appreciation, and even business philosophy. Disney and Starbucks are quite different in store decoration because their positioning, ideas and customer groups are different.

Now is an era of experience oriented. The unique and beautiful design of the store will give the customers a profound and wonderful memory, greatly improving the probability of customers' repeated patronage and introduction. The beautiful and unique design of the store is more important for the service industry. For the majority of industries, the bright colors of the storefront design will make people instinctively feel good, and try to use large windows and glass doors as much as possible. This will enable passers-by to see the flow of goods and objects in the store, and that is the impulse to see and buy.

In the selection of decorative materials, it is not only the use of expensive materials to decorate, to achieve the desired results. Differences and characteristics are the key to success. For example, a bar uses 10 thousand bottles to decorate the storefront. The cost of decoration is only 10 thousand yuan, but it gives customers a new and unique experience and is widely disseminated.

　 7, formulate a strict and reasonable system of articles of association.

At the beginning of the shop, it is necessary to make good management regulations and regulations. Otherwise, it is easy to have internal management problems after opening. Many shops fail not to fail in the market, but to fail in internal management, such as collective job hopping, public welfare, human consumption and so on. Therefore, without rules, Cheng Fangyuan must be able to develop business in a long-term and stable way, just like a state owned law. If we wait for a problem to formulate strict rules and regulations, we will raise various doubts. The enterprise is a small organization relative to the state, but like the state, it must rely on laws and regulations to restrict the members of the organization so as to achieve orderly and harmonious development. {page_break}

　　 8. Unified visual recognition

A unified visual identification system should be established according to the size of the enterprise. A small shop, if there is a fixed sign, can expand its scale even when it begins to join the chain. It is necessary to standardize the unified visual identity system, that is, VI, including trademarks, standard words, standard colors and practical applications. As far as the signboard is small to the napkin, a unified visual image will impress the customers, which is more important for chain businesses. This is also necessary for enterprises to move towards formal and development.

　　 9. Good at using various resources.

For shops that are just starting up, all kinds of resources are relatively scarce. At this time, ingenious integration of various available resources can achieve more than imaginative benefits. For example, through accurate calculation, we can get longer accounts for manufacturers, and then sell products in the accounts period, which is compared to using other people's money to do business. Network resources can also be fully utilized. Now many enterprises have established channels for sales and communication on the Internet. We can also develop chain stores, commission sales, use emergencies, customs, holidays and other resources to carry out event marketing to boost enterprise development.