In The Boundless "Shop" In The Sea To Win By Individuality -- Small Shop Manages Great Wisdom.

Small shop is small, but contains great wisdom of store marketing.

"I think it's not difficult to do business with my IQ and EQ." Xu Xiaofeng said that some time ago was very idle, just a friend's home. Business clothing When he tried to open a branch shop but he had no time to take care of it, he volunteered to help them open one.

Nowadays, Open shop Gradually become a fashion choice for some entrepreneurs. Most of them are young, highly educated, have a good job, have a high salary background, and now they are looking for a new way to become a small boss of a distinctive shop. Xu Xiaofeng is one of them.

"My mind is brewing our NASDAQ listing for clothing stores, and by that day, I will be able to wait for a dividend without a finger." Xu Xiaofeng said half jokingly. At the beginning of the opening ceremony, she was so complacent that she decided to take care of the shop and take it as her second occupation.

However, reality makes Xu Xiaofeng find it difficult.

"Others open shop to sell things, prices doubled, business is also very popular. But my little shop, alas, is selling at a loss, and business is still bleak. Am I really not the material? "Xu Xiaofeng was somewhat unconfident.

According to her introduction, the shop opened for more than a month, and has done several business: first, it is the help of colleagues, no loss of money; the second Pen buyer is a friend on BBS, she bought one or two fashionable clothes. Since she is a friend and intends to expand her popularity, Xu Xiaofeng will give her a scarf at a discount. After sending her friends out, she will think of the cost - 20 yuan at a loss.

"In order to accumulate popularity, I also put the price on the cheap, but... If the clothes are better, the price will be lower. " Xu Xiaofeng reluctantly said, "maybe the buyers do not understand if I am selling clothes or making friends, or I am too enthusiastic to frighten others. In a word, I have not really made money."

In order to improve the business of the small store, Xu Xiaofeng tried many ways. Xu Xiaofeng was advised to sell something else in the shop, but Xu Xiaofeng refused. She wanted to make clothes only, with the most shoes and hats. Otherwise, she would feel that her shop was too professional.

Nevertheless, Xu Xiaofeng hasn't made any profit in the past month. "At the beginning of the shop, because it was for friends, it was not easy to discuss the problem of profit sharing. Now, even the time to consider this problem can be saved. " Xu Xiaofeng said that fortunately, at the beginning of the shop, he did not take profit as the ultimate goal. "Right is an interest to do."

According to Xu Xiaofeng's dilemma, many industry experts say small shops are small, but how to manage them include storefront. Great wisdom in marketing 。

Near Philosophy

"I didn't expect to make a profit with the big store." Zhao Li said.

More than a year ago, Zhao Li wanted to rent a store in the vicinity of Kentucky Fried Chicken in Fangzhuang, selling clothes. There were two choices at the time, one shop in the middle of several shops, and another shop next to a large clothing store that was quite strong for several years.

Considering the pros and cons, Zhao Li began to hesitate too. Under the guidance of experts, she boldly rents the shop behind. Now, the situation is much better than expected. Business is not only taken away by the big clothes shop, but also the customers who come out of the big shop often come to visit her shop.

stay Enterprise management In the concept of "second philosophy", there is a saying that "do not do the first thing, do not do third", but just follow the top of the list and do the second best.

In fact, entrepreneurs should learn to be the "second child" at the beginning of their business. Following the tactics, we can avoid operating risks and taste a lot of sweetness, so that our business can start to gain profits by rubbing.

"The location should be forward-looking. Entrepreneurs should have a long view in the site selection, and have a better understanding of the future development of the area." Insiders pointed out that we should pay attention to the cost performance of the berths, and the price of the shops will vary greatly from different geographical location, surrounding environment, traffic conditions and building structure. Sometimes there are even 10 times difference.

In addition, good businesses do not succeed in selling or leasing the shops. Later management and ensuring investors earn is a long-term operation process. Therefore, entrepreneurs must attach importance to the later operation and control of businesses.

Skills of "rub rice"

There are usually two kinds of people who come to dinner, one is invited to come, and the other is hard to come. When a small shop opens up, it has no funds, experience and lack of experience, so it can rarely be invited when enjoying the market feast. However, this does not mean that the meal can not be eaten in the mouth.

When a big shop is invited, a small shop learns to "rub meals". And do not belittle this "rub rice", shop for the sake of this meal, just eat at the end of the table, and finally to eat in the mouth may be more than the big shop.

Zhao Li said that now she often went to stroll around this big clothing store to see what people were getting into, or whether they had any good ideas for promotion. They could learn more if they could use it. It seemed that she had changed from passive to active.

"Somebody's been eating my family," Zhao Li said. You don't have to say that Zhao Li's small shop and the big shop nearby are all very popular, which is rubbed away by others.

In fact, small stores have their own advantages.

The brand produces all kinds of clothes that are most suitable for most people in the market. consumer demand . Such design is inevitable. In the eyes of the pursuit of personality, it is easy to look dull and old-fashioned. Generally, "small shop" pursues individuality and avant-garde. Many shops are increasingly displaying their personalities and winning in the sea of "shops".

There is no doubt that the trend of shop smells is always faster than that of shopping malls. More than a year and a half, less than a month and a half, like the recent hot camellia flower ornaments, umbrella skirts, wide belts and so on, are all popular from small shops.

Another big killer in the store is "affordable" rather than "cheap". The average price of many small shops is up to seven hundred or eight hundred yuan, and some goods even cost thousands of yuan. But compared with shopping malls and franchised stores, the gold price of clothing at the same price is often higher than that of other stores. Brand names usually contain a large amount of rent, advertising, management and cost, which is exactly what a small store saves. Therefore, weighing its personality, taste and uniqueness, its "cost performance" is still higher than many brands.

Personality stores are attractive to some customers, or cute, or spicy, or aesthetical. Although there are no name stores, they have a lot of interesting personal colors, and you can see the ingenuity of the store owners. Moreover, compared with shopping in large shopping malls, customers prefer to sit in a small private space with a little sense of mystery and master's feelings.

In addition, unlike shopping malls and stores, where the price tag is so clear, there is no suspense. Most stores can bargain. The price of uncertainty will certainly bring psychological stimulation. Although the process of price cutting will also make people headache, the subtle feeling of ups and downs and ups and downs is also stimulating. One of my friend's remaining secrets during work is to rush into the store and fight with the shop owner for several rounds.