Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 11 Business Classic 3: To build a gold store, you must cultivate both internally and externally ([-])
The name of a small shop should not be ambiguous. It should not only pay attention to the points of being easy to understand and catchy, but more importantly, it should also reflect the consumption characteristics of the small shop, including business items and business style.For example, the name of the lighting store should let customers know that you are selling lighting when they see the name of the store. If you choose a "hero lighting", it will not be better than "brilliant lighting" or "bright lighting", because "brilliant" and " "Bright" is easy for customers to associate with "lamp", but "hero" is not necessarily the case!Therefore, the name of the store must be combined with the items you are operating and serving and the consumer groups you are facing, and you cannot call it arbitrarily.

4. Should be full of cultural connotations

A product name must have rich and profound cultural connotations, and small shops are no exception!Only in this way can the quality level of the store owner be reflected, and customers can easily accept it.Nowadays, many small shops, especially in terms of cultural heritage, are relatively lacking, and they seem relatively tacky!There are many such as "Erwazi Restaurant" and "Xiao Li Clothing Store".In terms of endowing the cultural connotation of the store name, it must be considered from many aspects and perspectives, such as historical and cultural origins, product characteristics, etc., such as the "freshness" of flower shops, the "fragrance" of restaurants, and the "beauty" of clothing stores. They are all places where we dig out cultural connotations. For example, the names of "Hanmotang" that sells stationery and "Old Tea Customers" who run tea shops can reflect a certain cultural heritage.

5. Must adapt to the local customs
China has a vast land and abundant resources, but it also has different customs and customs!Therefore, when choosing a store name, you must carefully understand and fully consider the local history, geography, customs and other factors. Otherwise, if your name is a little careless, it will not only fail to stimulate customer demand, but will also have a negative impact on the contrary.I remember someone once opened a restaurant named "Wei Zhong Wei Pork Fresh Buns", but the business was sluggish because he didn't know that there were a large number of Hui residents living nearby, and most of the Hui residents did not eat pork, which affected the business.Therefore, in order to choose a good shop name, we should carefully and carefully weigh the factors of local conditions and customs.

6. The name should match the reality

The name of the store should be consistent with the name and reality. It refers to three factors. One is to be in line with your business project. For example, you open a clothing store, but others sound like a barber shop; The strengths match, and now many bosses are a bit too domineering in terms of store names, and some are even exaggerated, such as "XX first store", "XX authentic store" and so on, which makes customers feel a bit vain name.In addition, it is necessary to consider factors such as the competitive environment, consumption capacity and other aspects of the store name in combination with the actual situation of the local consumer market.

7. Avoid similarities
Due to the limited cultural level of many store owners in the industry, many followers have been created. They not only follow the trend in operation, but if they see others opening a hot pot restaurant to make money, they will immediately open a hot pot restaurant and take money from the store. In terms of names, they also imitate others, and some even directly steal other people's shop names, and many shop names on the street tend to be similar and similar to each other!Take the barber shop as an example: when others named it "Charming Hair Salon", he chose "Beautiful Hair Salon", and when others named it "Youth Hair Salon", he chose "Qingxiu Hair Salon". There is nothing innovative at all.Therefore, the name of the store must have its own unique personality and connotation in it, in order to effectively attract the attention of customers.

[-]. Window design

What are the functions and types of shop windows
1. Function
The window is a comprehensive art form that introduces and publicizes products with the product as the main body, set off by the background, and cooperate with various artistic effects.A store window with a clear theme, unique style and harmonious tones, if it can be combined with the overall style of the store, can improve the overall image of the store. The window can often have the following promotion effects on the customer's purchase process:

stimulate buying interest

The window displays the selected and important commodities, and according to the interests of customers and the changes in solar terms, puts the best-selling products or new products in a conspicuous position, which can not only give customers an overall image of the business items, but also give customers a sense of freshness. and intimacy, arouse interest in the store's attention and needs.

Promote purchase desire
The decorative art, national style and the atmosphere of the times not only make customers have a good impression of the products, but also arouse their beautiful reverie about things, and then promote their desire to buy.

Enhance buying confidence
The window directly or indirectly reflects the reliable quality and reasonable price of the product, which can not only increase the enthusiasm of customers to purchase products, but also enhance the confidence of purchasing, so that they can make early purchase decisions.

2. Type
There are usually five types of window displays:
Comprehensive

It is a comprehensive display of many irrelevant commodities in a window to form a complete window advertisement.Due to the large differences between the products in this kind of window display, we must be careful in the design, so as not to make it appear cluttered.There are three main methods of comprehensive display, namely horizontal, vertical, and unit display.

Systematic

Some shop windows have a larger area and can be combined according to different standards of commodities: displayed in one window.It can be further divided into four types, that is, the display windows of the same kind of products of the same quality, the display windows of the same products of different types, the display windows of the same type of different products, and the display windows of different products of different types.

Thematic

It centers on an advertising topic, organizes the display of different types of goods around a specific event, and conveys a theme to customers, such as green food display, Olympic supplies display and so on.It mostly centers on a specific event in a specific environment, and displays a combination of related products in a window.It can be divided into three types: festival display, scene display and event display.

close-up

It uses different art forms and processing methods to focus on introducing the products of a certain store in one window.It is suitable for advertising of new products and featured products.There are mainly single commodities and close-up displays of commodity models.

Seasonal

It is a method of centrally displaying seasonal products according to seasonal changes, which satisfies the psychological characteristics of customers to buy in season and is conducive to expanding sales.

How to set up a window
1. Precautions for setting up shop windows

The first step in building a window is to ensure that it has enough light sources, so the height of the glass should usually be about 2 meters, the width should be more than 15 meters, and the depth should be a little more than 05 meters, but it also depends on the size of the city and the width of the street. different.Because of the wider streets and better building conditions in big cities, the window should be lower, but in small cities it should be higher.

Attention should be paid to protective work after the window is established.Generally, it should have the configuration of anti-sunshine and anti-icing equipment.The anti-sun equipment is to install a canvas grille to block sunlight on the outer window facing the street. In order to ensure the safety of pedestrians, it should usually be more than 2 meters above the street outside the window so as not to hinder pedestrians from walking.Anti-icing is to prevent the windows from freezing in winter and hinder customers from watching. The method is to drill some small holes on the upper and lower sides of the window frame. ice.

Lighting equipment is also an important part of window equipment. A well-lit window often has good results in attracting customers and helping advertising.On the contrary, the effect is often not good.If fluorescent lamps are installed in the window, but there is no cover, so that what customers see will not be the displayed goods, but the dazzling lights, which will affect the attention of customers.

2. Establish the equipment needed for the window
There must also be some display utensils in the window, and the use of display utensils can make the products more beautiful, novel and moving.There are differences in the types, functions, and styles of display utensils.Generally, there are the following types:

背幕
It is divided into two types: fixed back screen and movable back screen.The fixed back screen is the original back screen, and the original back screen is used as much as possible for general windows, especially for stores with insufficient light.The existence form of the activity background is the scenery, the picture, the screen and so on.

Mannequins, cloth racks, hangers

This is used to display clothing, hats, cloth, coats, etc.Clothes should not be hung by nails. Cloth racks and hangers are generally made of nickel-plated metal, but they should be coordinated with the product.Models can be cast in hard plastic, and can be made to order and purchased from model manufacturers.

small stand
This is a display of towels, socks, ties, bags and the like, available in nickel-plated metal.

托板
Utensils used to display food, musical instruments, hardware tools, toys, daily cosmetics, stationery, porcelain, etc. can be made of glass, plexiglass and wood.

How to display a window
After understanding the establishment of the window and the equipment, we will list the five steps of the window display work:
1 idea

Ideas affect the overall effect of window displays.We should fully consider all aspects related to the product, not only carefully consider it in combination with the principles of advertising design, but also be good at imagination to create a better theme.

2 Composition
This step is a manifestation of the maturity of the entire window display design, and an expression method of product combination, configuration and placement art.It is the central link of window display work.Our requirements for the composition are balanced and harmonious, distinct layers, dense and dense, and can form a unified whole, so as to give customers a sense of beauty.

3 Preparation for display

After the composition is determined, the layout personnel prepare the display utensils in advance according to the display drawings, and then borrow product samples to make price labels and explanation cards, and the artists make text pictures according to the drawings.

4 specific layout
After the preparation is complete, the window glass, utensils and products can be wiped clean, and arranged in order according to the pattern, and then the price label of each product is placed, and then the back screen or picture is arranged.

5 management
After the window is established, a special person should be designated to manage it, and it should be cleaned every time it is replaced to keep the window clean.The window glass should be scrubbed frequently to keep it clean and bright.

How to make the window more artistic

Since the store wants to attract a specific customer group, more attention should be paid to the design of the storefront advertisement.And making the window design more artistic and highlighting the uniqueness of the store is undoubtedly a "shortcut" to effectively attract customers.

Window design is nothing more than changing from limited space to infinite effect, and this change is first of all the expansion of space, breaking the traditional, immutable, closed and static three-dimensional space.For example, on Huaihai Road in Shanghai, people can see a pattern called "open shop window".This kind of window opens up a certain depth of display space, which is arranged in a simple, bright and crystal-clear way. Different from the traditional window, it removes the baffle as the background, so the idea of ​​the window space was born.Looking in from the outside, the models in the window and the business scene in the store constitute a vivid picture, there is movement in the stillness, and there is stillness in the movement.

If divided in terms of art, people can also find two modes of window creation: theme window and sentimental window.Walking on the streets of some modern metropolises, people can appreciate the changing seasons.When winter has not disappeared from the city, some window displays show the theme of "spring".In the city, there is such a window. The designer’s idea is very imaginative. Green is used as the color element, and logs are used as the modeling element. The whole composition boldly highlights the most common bench in the south of the Yangtze River, and the bench is oblique Embedded in the background wall, and clusters of lush green leaves emerge from it, the models are elegantly dressed in spring fashion.Folklore and modernity are so wonderfully blended together, the romantic breath of spring rushes to the face, making people feel the warmth of spring.

Environmental protection, nature and leisure have become the themes of today's fashion.This is well reflected in the shops of the China World Tower and the Wangfu Hotel in Beijing.Green and yellow are widely used because they are close to nature. The wooden background and floor become the representative color of yellow professional clothing. The simple and simple models not only improve the efficiency of window display replacement, but also provide consumers with a broader imagination space. Family-style window arrangements, garden-style tables and chairs, parasols, and even tools for weeding and fence repair have become materials used by window designers.A window display designer once moved half a tree trunk into the store, making people realize that they care about the fate of human beings more than their own interests.

Emotional windows are more intriguing.If the themed windows reveal a little product information while displaying the artistic charm, then the emotional display windows tend to be more abstract when displaying the artistic charm, especially for stores, which are dedicated to displaying the personality of the brand.Some boutiques did not hesitate to show a new way of thinking about the layout of the window, no longer a rigid pile of goods, but a calm and magnificent display of "blank" art.In a fashion store, usually 3/5 of a window is blank, and a set of fashion is only symbolically hung, while the background is usually an imagery scene of environmental protection style, with sand, gravel, red beans, and cloth bags. The less, the more charm, the so-called light is the most beautiful flowers.

In a sense, the world of showcases is infinite, it accommodates time and space, boutiques and art, realms and pursuits, a classic showcase will suddenly elevate your shop to a higher level.

(End of this chapter)