Exploration Clothing Store Operating Profit -- Purchase

Clothing store operation: stock maze

Purchase maze

A good vision is not necessarily a good thing.

Do a good job.

In addition to having a good sales method, the most important thing is to "understand" the purchase.

How the clothing store operates is closely related to the positioning of merchandise and the view of purchase.

To do a good clothing store, besides having a good sales method, the most important thing is to "understand" the purchase.

This "understanding" contains a lot of content, not only to know the location of the purchase, the price level of the wholesale market and the customer base, but also to understand the preferences and characteristics of the customers, and what is more important is to clean the goods.

This kind of experience requires time and experience to accumulate continuously, and it will take at least 3 years to achieve the level of perfection.

Clothing should be marketable, appropriate, or "dual fitness", which is the key for businessmen to grasp.

Clothing is both marketable and appropriate, but it is difficult to grasp the "right".

Many investors who opened their shop for the first time failed because they were not able to see their eyes. Some even joked that the first batch of clothing stores would be overstocked, so it is better to have less goods in the first batch.

Losing track of first purchase

On the stock purchase, AI Tong also fell for the first time.

Before the first purchase, she carefully analyzed the products sold by her peers, and found that most of their goods were imported from local small factories and wholesale markets. In order to show that their products were different from them, AI decided to find some more distinctive sources.

She saw a lot of people on the Internet for Hangzhou's wholesale trade clothing wholesale, so during the decoration of the shops close to the distance, to Hangzhou's nine star, star and other wholesale markets into the goods.

It is unnecessary to say that when she arrived in Hangzhou, many wholesalers heard that she had come from Shenzhen and looked at her with strange eyes.

When she returned to Shenzhen with 15 thousand yuan of goods, after running for more than a month, it was gradually discovered that these commodities were available in the wholesale market of Shenzhen, and the wholesale price was half as low as her purchase price.

Only then did Ai Tong realize that he was guarding Jinshan and begging for food. Obviously, there were wholesale markets around her, but she was overlooked by her own intelligence.

Even more annoying is not this.

Even if the merchandise is expensive, it is not a big problem to sell as long as it can be sold, but the bad thing is that because she did not know the physical characteristics of the nearby consumers before entering the first shipment, the shirt size or the size of the trousers were all small.

The guests in the shop are in continuous succession, and many of them are attracted by beautiful decoration. But most of them are over 30 years old, and the size of Ai Tongjin is too small for them.

The daily turnover can only be two hundred or three hundred yuan, because the shop rent is low, AI Tong is not losing money, but the salesperson she hired said that according to the passenger flow after opening, if the size of the clothes in the shop is suitable, it can reach 1000 yuan per day.

Ai Tong knew he had fallen into the labyrinth for the first time.

Gradually, we saw that the first shipment was not right, not only the size was unsuitable, but also the style was not right.

Most of the customers in the shop are women over the age of 30, most of them like the leisure style. The first batch of AI children's shirts is mainly based on shirts, which is more orthodox and suitable for working people. It is not suitable for her customers.

Clothing store

People will be faced with various kinds of puzzles when they purchase, such as choosing their favorite style, insisting on their taste, or should they choose a more fashionable product? Is it a suggestion to sell wholesalers to a certain style, or to pick only their favorite colors? Is it in the vicinity of the wholesale market, or in the market seems to be more famous? These problems, from the beginning of the business, always test the investors of the shops. They seem to have entered a great labyrinth. Every exit seems to have hope, and each export seems to have a slim future.

Training the eyes of the selected goods

In the experience of purchasing, Xu Baoying of Shunde can be regarded as a master.

Her small shop is located in a small commercial street in Daliang's high road. In the past 5 years, this location is not a good clothing store. It can bring her nearly 10000 yuan of income every month. Now she is the owner of 3 clothing stores, and her clothing sales career is thriving.

Now, Xu Baoying handed over the power of the clothing store to his sister. Her sister took over the management for more than two years, and the customers all liked to help her sister pick up the clothes. But Xu Baoying still couldn't hand out the clothes shop because the eyes of the sister and sister needed to be trained.

The ancients said that ten years of grinding a sword, the sword will inevitably shake the heaven and earth, and Xu Baoying can be said to be 5 years of training.

Xu Baoying runs a bulk store, where clothes, shoes and bags are all cleaned up by her from the wholesale market. She says clothes are "right" and business is good. Otherwise, customers will not be able to sell clothes if they are familiar with customers.

When it comes to the difficulty of purchasing, Xu Baoying has learned the skill of selecting goods quickly, accurately and ruthlessly. Only in this way can he pick up the right products and minimize the cost of purchase.

Because of the booming business, Xu Baoying had to enter 3 times a week. Every time it was about 6 o'clock in the morning, she would take a bus from Shunde to Humen, Dongguan. After arriving at Humen at about 8 o'clock, she would rush to the wholesale shop. She often cleaned up ten thousand or twenty thousand yuan from several shops in just 4 hours, then took the 12 point long-distance direct train to Shunde.

Xu Baoying said that she was able to accurately purchase goods, mainly through three points:

One is to grasp the local market: what kinds of new products have emerged? What are the sales trends? How much is the stock? What is the price increase? What is the purchasing power? Generally speaking, there is a good idea.

The two is to prepare the required cargo plan, of course, in the process of purchase, it can also be changed.

Three, when purchasing, first turn to the market, compare the prices of various markets and wholesalers, because the wholesale situation of clothing wholesale is very much, often a commodity in a market of 20 yuan can be obtained in another market of 15 yuan, so it must be compared, and then proceed to implement the purchase.

Many people have a knowledge of clothing management, that is, they will not replenish their products only with new ones, even if they sell well, so that new products will continue to flow.

But Xu Baoying did not do so.

She will never stop buying new products because of the old fashions. Instead, she will seize the market demand and replenish the supply quickly, and will continue to sell until the momentum is weakened or the sale is over.

Once the hot selling style is recognized by the market, the sales volume will reach a record high. This is much easier than selling other styles, and it can bring more profits.

Once she saw a new woolen coat. The style was very good, but she had never sold this kind of style before. She had no idea at all. She had advanced 5 pieces, and the result was sold out in a day.

The second time she boldly entered 40 and sold out in 3 days.

Later, every time she replenishment, she entered 30 pieces, and the sales momentum had been good.

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Foreign trade costumes

Nowadays, there are more and more shops hanging on the streets of clothing stores, and foreign trade clothing has become the first choice for clothing stores.

The so-called foreign trade clothing refers to the domestic garment manufacturers according to foreign materials or foreign samples, domestic processing materials at the same time, after finishing the order of the remaining part of the tail cargo, including from fabric, specifications, color, see no small defective defective products, surplus or save cloth processing privately and foreign returned, but no residual "export to domestic sales" clothing.

This kind of clothing is very popular because of its favorable price, so many operators have put their eyes on foreign trade clothing.

There are many new products in the foreign trade clothing store of the main street, and the manufacturers do not really have so many foreign trade goods. How do these goods come from? According to the manager of a foreign trade factory, there are only two possible kinds of tail goods, one is defective goods, the other is that the factories use their own fabrics to make special domestic products, and the latter produces very large quantities.

Foreign businessmen and foreign trade manufacturers have a strict contract, foreign businessmen will strictly control the number of fabrics, although each batch of products are allowed to wear, but the excess fabric will normally be controlled under two sets, sometimes even a little.

As a result, many of the so-called foreign trade tail goods on the market are only imitations produced by the manufacturers, which is the most exquisite workmanship.

Generally, the merchant takes the picture or sample of the famous brand clothing of the foreign countries, please the domestic garment manufacturers to copy them in batch; or the domestic garment enterprises buy some low-grade fabrics after finishing the external processing, then make a batch according to the original sample, and give the sellers at a low price, and the sellers attach various fake trademarks to the market.

Such products are still attractive to consumers. Many clothing stores and wholesalers have different opinions on sales, such as "single", "merchandiser" and "original list".

Many clothing wholesalers are now selling.

The brand new season, the wholesale price is also much higher than the same domestic products, the profit space is also very large, a $15 sweater from the foreign trade factory, set up a brand tag can sell 25 yuan or even higher.

Therefore, clothing operators must polish their eyes when they purchase goods, pay attention to observing the details of clothing, and prevent entering the fake "foreign trade garments" with high quality and high price.

Because of such a sophisticated ability to choose goods, Xu Baoying did not have to stay in Humen like other people, not only reduced the cost of goods purchase, but also had a higher turnover rate of new goods, which could attract customers to continue buying.

In this way, the styles of clothes in her shop have been refurbished quickly, which has made it difficult for other shops to catch up.

This skill of selecting goods is related to Xu Baoying's higher aesthetic level of clothes, and more importantly, he is good at collecting fashion information.

The main methods she collected were listening, watching, visiting and checking.

"Listening" is to listen to customers' requirements for patterns and styles. On the other hand, it is to listen attentively to people's discussions on colors and styles; "look"; first, to look at the market situation inside and outside; the two is to watch fashion shows and clothing exhibitions on TV, and the three is to read information in newspapers and periodicals; and "visits" is to directly ask the wearers to sell their clothes; the "check" is to send letters or phone calls and follow up enquiries if they are not directly asked.

Once we have grasped information, we will seize time and purchase.

Identification methods of foreign trade garments

Look at the stitches.

The real foreign trade clothing is very demanding for stitches, and there are strict requirements for how many stitches per inch. Therefore, intuitively speaking, the stitches of real foreign trade clothing are uniform and fine, and fake goods often do not take so much consideration.

Look at accessories.

Sometimes, the true and false foreign trade clothing is difficult to distinguish from the fabric, it is necessary to see the accessories from a small point of view. Most of the accessories of the real foreign trade clothing are "customer supply", exquisite workmanship, with brand characteristics, such as zippers, buttons, small labels on clothes, etc. some of them also have the brand logo (logo). If the craftsmanship is coarse or the bulk of the clothes use the same buttons and other accessories, it may be a fake.

See if it is washed.

Most of the real foreign trade clothing has been washed in advance, so it is not easy to shrink, the handle is good, some harmful substances are also removed, and many fake products have not gone through this process, which is obviously different in the fabric's feel and perception.

Major clothing wholesale markets around the world

Guangzhou: Guangzhou is the clothing center of Southern China. The wholesale market is located at the station road and West Station Road near the railway station. There are mainly white horse building, dark horse building, BBK wholesale market, Liuhua wholesale market, Guohong building, thirteen row, new earth wholesale market, Kangle Cowboy City and so on.

The office buildings of white horse, red cotton and Tianma are mainly brand names. Liuhua and west station are the first choice for medium grade products. The thirteen row is the main wholesale place for low-grade goods.

BBK and new land are the wholesale locations of knitted sweaters and sweaters.

Humen: there are old rich clothing wholesale markets, the new the Yellow River fashion city and the newly opened Tai Ying women's clothing city.

Beijing: there are two large clothing wholesale markets, Muxiyuan and South Gate of the zoo.

In addition, Jing Wen, Dahongmen clothing city, new century mall, as well as last year's newly opened Tianya building, opened in May this year, and Muxiyuan commercial city.

Hangzhou: Sijiqing wholesale city is a new market developed in recent years, mainly in women's clothing (girl's clothing). Wenzhou's men's clothes are also concentrated here.

The market is large, the varieties and quality are very good, the typical southern style is not very suitable for Northern customers.

Shanghai: Cheap Road market is quite famous, but there is no clothing market leading East China. Retailers in Anhui and Jiangsu prefer to get goods from Hangzhou Sijiqing.

Wuhan: Hanzheng Street, Wuhan is famous throughout the country. Although sales in Hanzheng Street have shrunk in recent years, it is still an important channel for wholesale commodities in Hubei.

Fujian: Fujian has two wholesale markets, Fuzhou and Shishi.

Shishi's clothing wholesale market is more scattered, almost throughout the city, has nearly 20 clothing wholesale Street, 6 commercial city and 8 different categories of clothing professional market, a total of more than 8000 clothing stores.

Shenyang: Shenyang five love market is the old clothing market in Northeast China. Because of the old and the small unit area, many powerful tenants have moved away from the five love markets at the request of the manufacturers, and have drawn troops nearby.

No matter where the clothing wholesale market, there are four forms, the first type, wholesale market outside, warehouse office, do so are some big brands, such as YISHION, Metersbonwe and so on.

The second is that the office buildings in the wholesale market and the higher floors are all second-line brands, such as Irwin, IRI Ru, chinchilla, and Yun Zhong Yi.

The third one is stalls, which are located on the one or two floor of the wholesale market.

The fourth is the roadside shop, which has the largest number of formats in Hanzheng Street.