What is the business philosophy and scope of the store?
Business philosophy of the store
1. Why do you want to open a shop?
(1) emotional entrepreneurs:
Most of them are emotional and tend to be attracted by some successful shops. The warm atmosphere and orderly rhythm in the store will often fuel their emotions and make them too optimistic about opening a store.
② Rational entrepreneurs:
Can be divided into two categories:
First, it's natural. These people have professional skills, received class training, started from the foundation, experienced all stages of the company's operation, and have strong strength; The second is to stop, watch and listen. They are not in a hurry to invest, but they still have doubts about opening a shop. They want to know through various channels and find the best way.
2. What is the success rate of opening a store?
The United States has done a survey on the success rate of opening a store. The results show that about 80% of them have joined the franchise system and 20% have opened independent stores. Experts believe that the success of store management, technology? It is the basic living condition: sufficient competitiveness is indispensable for the store to take root; Pay attention to market information, pay attention to the new forms and characteristics of consumer culture, and avoid falling into a vicious circle of price reduction competition when consumers tend to think rationally.
3. What kind of shop do you run?
If asked what store you really want to open, can you answer immediately? If you don't score, you want to open a flower shop for a while and a coffee shop for a while, and you need 15 barrels urgently. The following suggestions are for your reference.
If you are creative, passionate and radiant, you can consider operating buffet hot pot restaurants, traditional snack bars, lunch takeout and other catering services.
If you are cool about exquisite and tasteful items, second-hand boutiques, handicraft shops and small coffee shops can all let you show your talents.
(3) If you are extremely sensitive and feel homesick, nurseries and kindergartens will be your favorite.
If you always follow your feelings and always put yourself in others' shoes, pet shops, flower shops and garden shops just need your characteristics.
In addition, you must also consider your personal personality and hobbies. After knowing the amount of money you have, you should further understand whether the store you want to open needs special abilities, such as business development ability and expression ability, and evaluate the adaptability of the industry you are about to engage in, such as working hours, working hours and working methods. Experts suggest that when you haven't decided what kind of business to open a store, you should attend the briefing held by franchisees, listen to the voices of different businesses and personally listen to the ups and downs of opening a store.
4. How to open a shop?
Go it alone, open your own shop? Or invite friends and family to partner? Or join the franchise system, and the headquarters will provide the resources for opening stores? Experts believe that if the store is related to past work experience and has held management positions, you can consider opening a store independently. However, if you have no experience, it is also a good way to reduce business risks by choosing the right joining system and learning management skills from it. In addition, if a partnership invests in opening a store, it must have the courage to face the differences among shareholders and the division of powers and responsibilities in the future. It is best for a partnership to avoid the combination of two people, preferably three people, and no more than five people at most.
5. What investment factors need to be considered before opening a store?
You should do a full investigation before opening a shop. No investigation, no right to speak. Population release at the location of the store, the nature of the units gathered nearby, the nature of work, the consumption capacity and habits in the region, and whether there are similar stores. If so, we should examine their good business environment. The deeper you know about the level of target customers, the more you can express your needs and preferences when positioning stores. Don't take over the transferred shop easily. As soon as some people see the transfer of a store, they feel that its facade is good and the price is not expensive, so they rashly take over, but they don't know that the target market is too small after opening the store, or even cause it? Nobody answered the door? Dilemma, but it's too late. If you observe carefully at ordinary times, sometimes you will find that the word sublet is often written on a shop, and the boss has changed one after another, indicating that he has not made any money. On the contrary, some stores have remained unchanged for several years, indicating that they have business to do and money to earn, and the choice is correct. Generally speaking, the market survey before opening a store includes the following aspects:
What is the surrounding environment of the store? A good environment has two meanings. One meaning refers to the environmental conditions around the store. For example, some restaurants are opened next to or near public toilets, not far from garbage dumps, stinking ditches or dust flying outside stores, or neighbors are chemical plants with strange smells. This is a bad opening environment. Another meaning refers to the prosperity of the location of the store. Generally speaking, if the store is located near the station, in a densely populated area in the business district, or on a street where peers are concentrated, this kind of store opening environment should be very advantageous. In addition, the location of the fork road and the corner is good, but the location on the slope, remote corner and high-rise building is not good.
② Whether the traffic conditions are convenient. Is it convenient for customers to park after they arrive at the store? Whether the transportation of goods is convenient; Is it convenient to get to the store by car from other places? The convenience of traffic conditions has a great influence on the sales of shops.
③ Whether the surrounding facilities are beneficial to the store. Although some shops are located beside the main roads in the city, the fences on both sides of the main roads have greatly affected the business. Therefore, we should pay full attention to this point when choosing street pavement. How to choose? There are two typical streets: one is that there are only lanes and sidewalks, and vehicles are driving on the road, so the line of sight can naturally sweep the sidewalks on both sides of the street; Pedestrians walking in the street will naturally walk into the shop. But if the street is more than 30 meters wide, it is sometimes unpopular. According to investigation and study, the street is 25 meters wide, which is the easiest to form popularity and passenger flow. Another typical street: lanes, bicycles and sidewalks are separated. In fact, this is a closed traffic, and it is not good to choose this location to open a shop.
④ Population situation in service area. Generally speaking, the more people near the store, the denser the better. At present, many large and medium-sized cities are relatively concentrated in various regions, such as commercial areas, tourist areas and university areas. We should pay attention to the analysis of this situation when opening stores in different regions.
⑤ Income level of target customers. Opening jewelry stores and high-end fashion shops in areas where the rich gather is a feature of high income of target customers. All kinds of commercial villas or graded communities built around the city are places where rich people gather.
There are many factors that affect the location of shops, and they vary widely. Why are some shops in remote alleys booming every year, while some shops in prosperous areas are difficult to operate? This is a philosophical saying: analyze the specific situation. A good position circle is relative, not absolute. The quality of business depends not only on the location of the store, but also on its business content, mode of operation, service and image. Opening a shop is not just about following your heart. Only by combining reason with sensibility can you succeed.
Commercial design of the store
Obviously, the function of the store door is to induce people's sight, generate interest and stimulate the sense of participation that they want to go in and have a look. How to get in, where to get in, need to import correctly, tell customers, so that customers can see at a glance.
In store design, the design of customers' entrances and exits is an important part.
Whether the store door is placed in the center, left or right depends on the specific flow of people: generally, the door of a large shopping mall can be placed in the center, and the entrance and exit of a small store should not be placed in the center, because the store is small, which directly affects the actual use area of the store and the free circulation of customers. It is more reasonable to set the entrance and exit of the shop on the left or the right.
From the commercial point of view, the store door should be open, so the design should take into account that customers should not have bad psychology such as "claustrophobia" and "darkness" to refuse customers. Therefore, a bright, smooth and echoing door contour is the best design.
The design of the store door should also consider whether the road surface in front of the store is flat, horizontal or inclined; Whether there are objects or buildings in front that block or affect the image of the store facade; From the perspective of lighting conditions, noise influence and the direction of sunlight, the materials used in the store doors in the past were all hardwood, and the wood could also be wrapped with iron sheets or aluminum sheets, which was relatively simple to manufacture. China has also begun to use aluminum alloy materials to make shop doors. Because it is light, durable, beautiful, safe and full of modernity, it has a trend of popularization. All-glass door without frame belongs to luxury door profiles. Because of its good transparency and gorgeous shape, it is often used in high-end jewelry stores, electrical stores, fashion stores, cosmetics stores and so on.
Place of business of the store
1, take the advantage and avoid the distance.
In the town, a crowded place is a bustling area.
According to Feng Shui, some people are angry, and the more angry they are, the more prosperous they are. Taking advantage of anger can bring prosperity to business.
2. Take it away to avoid narrowing.
When choosing a residential site, geomantic omen emphasizes the openness in front of the house and accepts the vitality from all directions, which is consistent with the emphasis on accepting visitors from all directions in business. According to this principle, when choosing a store site, we should also consider the openness in front of the store, and there should be no obstructions, such as fences, telephone poles, advertising signs, trees that are too big to cover our eyes, etc.
3. Take the south to avoid the northeast
When choosing the base site of Yang Zhai, Feng Shui made the building face south in order to avoid the exposure in summer and the cold wind in winter. The choice of business address also needs to consider avoiding the sun and cold wind. Then, it's best to sit facing south, that is, sitting south.
4. Shop appearance modeling
From the point of view of commodity marketing, in order to establish a commercial image, we must make this appearance unique, that is, we must pay attention to creating the characteristics of the appearance of the store, and use the uniqueness of the appearance of the store to promote ourselves and attract customers.
5. Appearance modeling is in harmony with regional scenery.
When designing the appearance of the store, we should not only consider the coordination of the structural proportion of the building itself, but also pay attention to making the appearance of the store coordinate with the natural scenery in the area.
6. The store should be spacious.
The door of the shop is the throat of the shop, and it is the channel for customers and goods to enter and exit. The number of customers received in front of the store every day determines the rise and fall of the store. Therefore, in order to improve the reception ability of customers, the door should not be made too small.