Rejuvenate the jewelry store business
2019-02-25 00:05:20
Earlier this year, I opened a jewelry store and it has been more than five months since its opening. However, business has been relatively deserted. My shop is located in a small female shopping plaza facing the street. Although there are several jewelry stores around, my goods are of relatively good quality and the models are rarely duplicated by competitors.
Rejuvenate the jewelry store business:
Cases I opened a jewelry store earlier this year. It has been more than five months since it was opened, but business has been deserted. My shop is located in a small female shopping plaza facing the street. Although there are several jewelry stores around, my goods are of relatively good quality and the models are rarely duplicated by competitors. In the month of opening, due to successful sales promotion activities, the sales amount was 10,000 yuan, and the net profit was about 3,000 yuan. After a few months, the sales volume plummeted, and even 5,000 yuan rarely reached, often only tens of yuan per day. The business, which usually has a turnover of only three or four thousand yuan a month, I will put money back every month.
What I can't figure out is that the surrounding jewelry store business is good, basically maintaining a net profit of more than 4,000 yuan a month. My repeated review is not a question of my own business. At first, I did not allow customers to pay a bargain, but many people turned away and went away. Now that the customers are counter-offering, I can almost sell them and sell them. Sometimes the customers still have a price. I agree, and the customers may still not buy... I really do. Very helpless, please everyone for my advice, be grateful!
Peer comments: Ms. Zhang of Hangzhou Meisi Silk Jewelry Store believes that in addition to the most basic tasks of selecting an address, controlling product purchase price, and positioning customer base, a jewelry store owner must pay special attention to product collocation. As far as possible, all the accessories needed by all customers are included. If the source of goods and business philosophy are not supported, do not follow the fashion trend and take the practical route.
Finding Problems In general, ordinary jewelry stores are everyday consumer goods and are ideal for small businesses. According to the analysis of “Getting Rich in Urban and Rural Areasâ€, the reason why Ms. Wan’s jewelry store is poorly managed is mainly due to the following three points:
1, positioning fuzzy. Letters to Ms. Zhong Wan introduced that the quality of the goods is better than that of the surrounding stores, but instead of the business, it can be inferred that the prices of the products are relatively high. To sell a good price jewelry, in addition to the product itself must have characteristics, but also requires the owner of the fashion experience and business environment to support. Ms. Wan’s “one-woman-high†situation actually hides a lot of risks and will be rejected by consumers if he is not careful.
2, put an end to bargaining. Bargaining is actually a game of mind between customers and shopkeepers, and many customers are tentative counteroffers. If the shopkeeper agrees to lower prices, even if the shoppers purchase, they will feel that the shop has a large profit margin and it is difficult to generate continuous purchases.
3, rigid operation. When it is found that the surrounding small shops are in good business, they should be aware of the unannounced visits, find out the competitors’ prices, product systems, and quickly adjust their business ideas. Even if they retain the original products, they can increase the quality of the products that are of similar quality and lower prices. Consumption, rather than sitting wait for the market to wait.
Solution 1. To revitalize the jewelry store, we must first readjust the product system: headwear, jewelry, daily necessities, cosmetics, and cosmetics tools. In the collocation of the product, it is necessary to pay attention to: (1) the headwear should be complete; (2) the jewelry must be fine; (3) the department store should be odd; (4) the cosmetics should be used frequently. This is the general direction, further analysis, such as the headdress, the current mainstream headdress are: ordinary head rope, flower head, hairpin, hair ring, headband, word clip, banana clips, frog clips, etc., and each style has thick Fine, transparent, seamed, and seamless, the owner must try to purchase black headdress as much as possible in all styles and colors.
2. The owner of the store should also set up an obvious product echelon according to customers with different levels of consumption. For example, 1 to 10 yuan products account for 25%, 11 to 30 yuan products account for 40%, and 31 to 60 yuan products account for 15%. More than 20% of the products.
3, publicity, you can ask 1 ~ 2 clerk, uniform dress, uniform slogan hawker sales; do not have to consider outside the commercial street FIT, because there is usually no special customers to go by car or bypass to a jewelry store shopping, shop Should rely on the flow of people in the vicinity to operate, so the store's main focus on store design, store outside the exhibition, the store environment to attract customers.
4, in marketing issues, we must put an end to bargaining. As mentioned earlier, price cuts have little effect on the profitability of small stores, but they will lead to misunderstandings of small stores. The shop owner can regularly do promotion activities, such as placing a special product float at the entrance of the store, and selling some products that are cheap and cost-effective, “two yuan one†or “five yuan one†for sale. One can be small. The store gathers popularity, and the second is to promote sales; in addition, the store can also carry out “buy two get one freeâ€, “buy three get two†activities, such as buying a scarf, a hat, send an earmuff; buy a box Eyeshadow, a lipstick, a box of blush, send a makeup brush, a makeup mirror, activities and so on, and strive to make customers feel affordable.
5, The main push jewelry will be worn on the doll, placed in the window position, to give customers a rich product with a vivid impression. At the same time, it should be noted that the ornaments displayed on the dolls should be changed regularly and remain fresh at any time.
6, in order to increase the amount of buy, can be the main university. Reluctant to children can not cover the wolf, the shop is mainly to sponsor university song and dance clubs or other recreational activities jewelry, and then talk to each other to buy. In general, as long as the price is low, cooperation is likely to be achieved.
7, the spike has the effect of gathering popularity, but in order to be "second kill", the owner is almost sold at a cost price, the profit margin is very low, so the spike activity can be carried out in the off-season. At the same time, it should limit the number of customers to buy spike products, usually within three, and to spend 10 yuan on the basis of the store to participate in spike activities.
Late-stage management plan 1. Severe out-of-stock must be avoided due to eagerness to recover investment or poor execution, resulting in empty shelves, or even a few rows of non-displayed products. It was a good thing to have a good sales situation, but because of the lack of timely replenishment, the store was deserted, which made customers feel that the store was operating poorly and was changing hands. Therefore, the owner of the shop must always check and check the goods every day, pay attention to the sales of the product and the remaining quantity at any time. Try not to replenish the goods if they are already out of stock.
2, large-scale management awareness of a jewelry store, if you do not pay attention to large single management, after the opening of the hot, performance may continue to decline, it is likely that the second month of sales is half or even less than the first month. This requires the owner to do his best to maintain the group purchase customers or wholesale customers, to ensure the basic transaction volume.
3. Some popular merchandise products are popular, and some products are rich in money. This is the rule of operation of the jewelry store. Both are indispensable. We tend to forget popular products when we focus on economics: Generally speaking, we must make people less than 10 yuan and do more than 50 yuan.
4, manufacturing "gas field"
Apart from attracting customers with a uniformed clerk, jewelry stores can also use music, lighting, and VIP cards to increase the store's gas field. It should be noted here that the gas field is continuous and uninterruptible, so the music in the store can't be stopped, the lighting can't be weak, the VIP card should be kept on fire, and the unique gas field belonging to the jewelry store can be used to infect customers and stimulate consumption.
Rejuvenate the jewelry store business:
Cases I opened a jewelry store earlier this year. It has been more than five months since it was opened, but business has been deserted. My shop is located in a small female shopping plaza facing the street. Although there are several jewelry stores around, my goods are of relatively good quality and the models are rarely duplicated by competitors. In the month of opening, due to successful sales promotion activities, the sales amount was 10,000 yuan, and the net profit was about 3,000 yuan. After a few months, the sales volume plummeted, and even 5,000 yuan rarely reached, often only tens of yuan per day. The business, which usually has a turnover of only three or four thousand yuan a month, I will put money back every month.
What I can't figure out is that the surrounding jewelry store business is good, basically maintaining a net profit of more than 4,000 yuan a month. My repeated review is not a question of my own business. At first, I did not allow customers to pay a bargain, but many people turned away and went away. Now that the customers are counter-offering, I can almost sell them and sell them. Sometimes the customers still have a price. I agree, and the customers may still not buy... I really do. Very helpless, please everyone for my advice, be grateful!
Peer comments: Ms. Zhang of Hangzhou Meisi Silk Jewelry Store believes that in addition to the most basic tasks of selecting an address, controlling product purchase price, and positioning customer base, a jewelry store owner must pay special attention to product collocation. As far as possible, all the accessories needed by all customers are included. If the source of goods and business philosophy are not supported, do not follow the fashion trend and take the practical route.
Finding Problems In general, ordinary jewelry stores are everyday consumer goods and are ideal for small businesses. According to the analysis of “Getting Rich in Urban and Rural Areasâ€, the reason why Ms. Wan’s jewelry store is poorly managed is mainly due to the following three points:
1, positioning fuzzy. Letters to Ms. Zhong Wan introduced that the quality of the goods is better than that of the surrounding stores, but instead of the business, it can be inferred that the prices of the products are relatively high. To sell a good price jewelry, in addition to the product itself must have characteristics, but also requires the owner of the fashion experience and business environment to support. Ms. Wan’s “one-woman-high†situation actually hides a lot of risks and will be rejected by consumers if he is not careful.
2, put an end to bargaining. Bargaining is actually a game of mind between customers and shopkeepers, and many customers are tentative counteroffers. If the shopkeeper agrees to lower prices, even if the shoppers purchase, they will feel that the shop has a large profit margin and it is difficult to generate continuous purchases.
3, rigid operation. When it is found that the surrounding small shops are in good business, they should be aware of the unannounced visits, find out the competitors’ prices, product systems, and quickly adjust their business ideas. Even if they retain the original products, they can increase the quality of the products that are of similar quality and lower prices. Consumption, rather than sitting wait for the market to wait.
Solution 1. To revitalize the jewelry store, we must first readjust the product system: headwear, jewelry, daily necessities, cosmetics, and cosmetics tools. In the collocation of the product, it is necessary to pay attention to: (1) the headwear should be complete; (2) the jewelry must be fine; (3) the department store should be odd; (4) the cosmetics should be used frequently. This is the general direction, further analysis, such as the headdress, the current mainstream headdress are: ordinary head rope, flower head, hairpin, hair ring, headband, word clip, banana clips, frog clips, etc., and each style has thick Fine, transparent, seamed, and seamless, the owner must try to purchase black headdress as much as possible in all styles and colors.
2. The owner of the store should also set up an obvious product echelon according to customers with different levels of consumption. For example, 1 to 10 yuan products account for 25%, 11 to 30 yuan products account for 40%, and 31 to 60 yuan products account for 15%. More than 20% of the products.
3, publicity, you can ask 1 ~ 2 clerk, uniform dress, uniform slogan hawker sales; do not have to consider outside the commercial street FIT, because there is usually no special customers to go by car or bypass to a jewelry store shopping, shop Should rely on the flow of people in the vicinity to operate, so the store's main focus on store design, store outside the exhibition, the store environment to attract customers.
4, in marketing issues, we must put an end to bargaining. As mentioned earlier, price cuts have little effect on the profitability of small stores, but they will lead to misunderstandings of small stores. The shop owner can regularly do promotion activities, such as placing a special product float at the entrance of the store, and selling some products that are cheap and cost-effective, “two yuan one†or “five yuan one†for sale. One can be small. The store gathers popularity, and the second is to promote sales; in addition, the store can also carry out “buy two get one freeâ€, “buy three get two†activities, such as buying a scarf, a hat, send an earmuff; buy a box Eyeshadow, a lipstick, a box of blush, send a makeup brush, a makeup mirror, activities and so on, and strive to make customers feel affordable.
5, The main push jewelry will be worn on the doll, placed in the window position, to give customers a rich product with a vivid impression. At the same time, it should be noted that the ornaments displayed on the dolls should be changed regularly and remain fresh at any time.
6, in order to increase the amount of buy, can be the main university. Reluctant to children can not cover the wolf, the shop is mainly to sponsor university song and dance clubs or other recreational activities jewelry, and then talk to each other to buy. In general, as long as the price is low, cooperation is likely to be achieved.
7, the spike has the effect of gathering popularity, but in order to be "second kill", the owner is almost sold at a cost price, the profit margin is very low, so the spike activity can be carried out in the off-season. At the same time, it should limit the number of customers to buy spike products, usually within three, and to spend 10 yuan on the basis of the store to participate in spike activities.
Late-stage management plan 1. Severe out-of-stock must be avoided due to eagerness to recover investment or poor execution, resulting in empty shelves, or even a few rows of non-displayed products. It was a good thing to have a good sales situation, but because of the lack of timely replenishment, the store was deserted, which made customers feel that the store was operating poorly and was changing hands. Therefore, the owner of the shop must always check and check the goods every day, pay attention to the sales of the product and the remaining quantity at any time. Try not to replenish the goods if they are already out of stock.
2, large-scale management awareness of a jewelry store, if you do not pay attention to large single management, after the opening of the hot, performance may continue to decline, it is likely that the second month of sales is half or even less than the first month. This requires the owner to do his best to maintain the group purchase customers or wholesale customers, to ensure the basic transaction volume.
3. Some popular merchandise products are popular, and some products are rich in money. This is the rule of operation of the jewelry store. Both are indispensable. We tend to forget popular products when we focus on economics: Generally speaking, we must make people less than 10 yuan and do more than 50 yuan.
4, manufacturing "gas field"
Apart from attracting customers with a uniformed clerk, jewelry stores can also use music, lighting, and VIP cards to increase the store's gas field. It should be noted here that the gas field is continuous and uninterruptible, so the music in the store can't be stopped, the lighting can't be weak, the VIP card should be kept on fire, and the unique gas field belonging to the jewelry store can be used to infect customers and stimulate consumption.
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