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

Chapter 17 Business Classics VII: Only with Special Features Can There Be a Market (1)
[-]. How to make features

What to consider when planning your store
When envisioning a store, entrepreneurs are asked to think about the following questions.These questions help operators understand the planned investment project from another perspective:
How much can I earn?

What kind of lifestyle do I like with my family?
How big should my business be?

How is my personality and values ​​reflected in the business?

With the above understanding, let's sort out the five key points of creating store characteristics:

1 Only this one has no other branches, and you can't buy (eat) things elsewhere
At least within a hundred miles, this store is the only one that sells products of this level.

2Services that can only be found here

For example, engraving names on furniture.General service doesn't matter, as long as there is no peer competition nearby.

3 Things you can only see in this store

It can be a painting or decoration from your personal collection, but it must match the style of the store and the preferences of the customers.

4 things only we can do
Like pottery drawing, jewelry retail, cake decoration, etc.There are even semi-self-service and semi-creative goods available.

5 people you can only meet here

In other words, it's you.In the eyes of relatives and friends, what kind of person are you?What important cadres have you served in groups such as schools?Please remember it well!

Are you a leader who gathers the power of the masses?Or a hard-working top student?Is it the sibling character next door that everyone loves?Or is it a man of the hour who is good at stirring up the atmosphere?
According to these few tips to shape the characteristics of the store.

How to choose a representative color for the storefront

There is a famous jewelry store in the United States called "Tdmy", which is also very popular in Japan.

Its packaging is very beautiful blue, this blue is called "Tiffany blue", and it together with the pure white ribbon creates the elegant taste and image of the store.

Maybe you can't make a successful product strategy like Tiffany Blue, but if you have a unique color that is exclusive to you, it will deepen the impression of customers.

Although the color and the combination of several colors give people a variety of feelings, small shops can not stick to the existing stereotypes, but decide the representative color according to their preferences.

how to say?People who generally like flashy items and sell them as merchandise will naturally like extremely bright colors such as deep purple or gold.For those who love small and exquisite jewelry, the color of choice is usually pink or cream.

Because they will unconsciously pick the color that matches the attributes of the product.

Therefore, you can use your favorite color as the main color, and then use similar colors as auxiliary colors to decorate your store.

Of course, if it's too casual, the inside of the store will be as colorful as the palette.With the main color and auxiliary color, I feel that I will make a 180-degree change immediately and orderly.

Therefore, the color you like often appears on the decoration inside and outside the store, and at the same time adds a lot of attention to the advertisement. It can also be seen on the packaging, even on the flowers and small accessories used.

Over time, whenever customers see this color in their daily life, they will definitely think of your store.

How to create the atmosphere of the store
The atmosphere in the store directly reflects your personality.

If you are a lively and cheerful person, your store will also give people a lively and cheerful feeling.

If you are an honest person, your store will look authentic.

On the contrary, people with melancholy personality also look full of gray and dark colors.If there is a cunning shopkeeper, the shop will not be able to generate a sense of trust.

Of course, if the storefront decoration originally gives people a bright and comfortable feeling, then even if you are a melancholy niche, it will not scare away customers.

People may be disgusted with "unrealistic" and "cunning", but they have no special likes and dislikes for "melancholy" and "simple". Don't worry, as long as some performance skills and services are supplemented, some of the shortcomings can be made up to some extent.

To be honest, there are not many people who are born "lively" and "innocent" in this world. People who are often considered to be lively and cheerful, most of them care about the opinions of others, and they just behave like this on purpose.They think it's just the courtesy of adults.

The so-called "lively and clear expressive skills" here are by no means exaggerated.No matter who it is, in front of the person you like, you will naturally speak softly and have a pleasant face.Therefore, often self-"hypnosis" - "guests and staff are my favorite", to reproduce the voice and expression when relaxing, this is the true meaning of "expression skills".

If you try your best to play your acting skills, but the working partners around you are expressionless, the effect is still equal to zero.In order to avoid such things from happening, it is also very important to carefully choose a partner who can appreciate your painstaking efforts, intentions and behavior, and help you.

How to objectively evaluate yourself

Objectively evaluating yourself, that is, "objectively" self-evaluating, is one of the indispensable conditions for the success of opening a store.

Once you can look at yourself objectively, you will be concerned about the positioning of the store, how the environment evolves, whether your peers in the industry have special actions and other issues and countermeasures, and you will no longer be short-sighted.

In order to consolidate the current position and attract more customers, what means should be adopted?If other industries have plans to step into this industry, it doesn't matter, you can start first, and you can use your existing advantages to fight.

And from these places, you can also establish your own characteristics.

For a store that has been thriving for many years, it is best to always maintain a sense of crisis and plan for a rainy day.A shop owner once told me about his experience:

"At that time, I thought: 'Although it is very profitable now, but in the future? Who knows when it will close down!' I never forget to remind myself to ask for new changes."

When he said this, his tone was gentle, without any elements of showing off, and he knew how to show his strengths and try to make up for the weaker parts.

Subjective operators often fail to see their own shortcomings. They are used to tasting success, and of course they will automatically filter out their own losses.Pretend not to see it, or just let it go.

This is like a mother who spoils her child. The child is clearly a bully in the eyes of others, but she praises her as a rare treasure.

Although the store is your property, but from a certain point of view, it is not entirely.Because it also belongs to the customers who love it.Without understanding this, it is impossible to look at your store objectively.

How to Break Out of the Trap of "Particularism"
I often hear people say that we should "stand on the customer's standpoint and protect the rights and interests of customers".Easier said than done.

Especially those who have opened stores for many years, have already developed the habit of looking at stores and products with "professional eyes".

When they choose products, they should not so much use "whether they are attractive to customers" as the decision criterion, but rather focus on whether the profit is high and whether the wholesale products are beneficial.

Their requirements have already exceeded the preferences of customers and reached the point of "fine".

In the past, business intelligence was mostly obtained from magazines or TV media, otherwise it had to be obtained on the street by oneself, but now this kind of information completely relies on word of mouth among wholesalers and peers.

When making a decision, the first thing that comes to mind is "how easy it is to do", not "what will the customer think".

In order to prevent the above situation from happening, you must often introspect:

If it were you, would you want to enter this store?
If it were you, would you shop and spend in this store?

If it were you, would you buy this thing?
If it were you, do you think the price is reasonable?
When there is a gap between your performance and the target, you may wish to refer to the opinions of those around you who meet the requirements of the customer level, and ask a few more people.

Of course, the standard of judgment must be based on a clear goal, not a vague object like "guest".

In this way, you can completely break personal subjective identification, and it is more in line with the taste of the public.

Can blindly pursue fashion?

Blind pursuit of popular people and shops makes people feel that they have no depth, and they will never gain the trust of people and customers around them.

Especially some shopkeepers, seeing that a certain product is particularly popular in the market, rush to introduce it to catch up with the trend, but they don't know that this will bring them a great crisis.

why?Because the life span of "pop" is very short, maybe when you introduce the product, the product has already started to go downhill, and the gain outweighs the loss.

And no matter how you catch up with fashion, it is still only the aftermath of the trend, not the wave.

Therefore, unless you have done a lot of hard work to observe and study and grasp the essence of fashion, it is just an inconspicuous store in the eyes of customers.

When you are just starting a store, or renovating the storefront, and want to introduce new products, it is best to avoid things that are currently popular to reduce risks.It is a good idea to search for possible stars of tomorrow, and even find ways to inject new life into commodities that have already faded.

If you want to open a small store, it is very important to explore "your own preferences and business strategies".

The situation simulated in advance in the mind is usually different from the actual results.Don't be discouraged, it just means that "the current store does not fully meet your ideal".The owner of a small shop is the omnipotent master of the shop. You can make a quick decision, change the direction immediately, and modify it into an ideal strategy.

[-]. Specialty store operation
How to run a fast food restaurant

The pace of modern life is accelerating, so that people who are busy working all day have no time to waste time on eating, and instead pursue a simple, casual and comfortable way of eating. Fast food restaurants all over the world are growing rapidly in response to this trend.According to relevant statistics, foreign fast food accounts for about 20% of restaurants.Therefore, whether it is a Western-style or a Chinese-style fast food restaurant, because it meets the requirements of the pace of modern life, there is broad room for development.The cost of running a fast food restaurant is small, but the profit is not small.

Opening a fast food restaurant should pay attention to the following issues:

To make money, it is necessary to choose a place near a traffic artery, where employees, students, and tourists pass by to and from get off work.And those places with low passenger flow or staged places have poor business.

Fast food restaurants should operate with small profits but quick turnover.As long as people keep patronizing, there is no need to worry about making money.

Fast food restaurants should highlight the word "fast".Don't keep diners waiting.It is convenient and quick to pay the bill and pick up the meal. The tableware is preferably disposable for easy cleaning.

The food is fresh and delicious, with a proper combination of meat and vegetables, preferably with soup or drinks.

Pay attention to store design, create a relaxed environment, easy to import.

How to run a specialty snack bar

Specialty snack bars are characterized by small size and many varieties.

Snacks can satisfy the appetite of diners, and the price is moderate, and the cost is not much, especially suitable for working consumers.Features are most likely to arouse diners' desire to buy.Therefore, no matter where they are, specialty snack bars are very popular and their business is booming.Beijing Xisi Snack Bar opened only two days ago, and its turnover reached 4 yuan, showing its vigorous vitality.The specialty snacks in Guangzhou, Nanjing, Chengdu and other places are even more famous at home and abroad.

The following issues should be paid attention to when operating a specialty snack bar:

The choice of store location is very important, and should generally be selected in a business district or a cultural and entertainment district.

The word "feature" is highlighted, and the food is exquisite and delicious rather than quantity.The varieties of snacks introduced from other places should be as different as possible from the flavors of local snacks.

The characteristics of special snacks are small, and it is better to have more varieties, and it is more attractive to make a series of packages.

How to Run a Dessert Shop

Sweets are loved by both the elderly and children. As long as they are not crudely made, they are easily accepted by diners.Sweetness seems to have only one flavor, but it is not. With sweet-scented osmanthus, ice orange, nuts, preserved fruit, cream and other ingredients, or red beans, lotus seeds, etc. as raw materials, you can make a variety of sweets.

The operator pays attention to the following opinions in order to guarantee no compensation.

The choice of diners should focus on children or young men and women in love as the main consumption objects.

The choice of address should be particularly particular.It should be located in areas with high consumption capacity and concentrated schools, or cultural and entertainment areas, park entrances, etc.Do not drive in civilian areas or communities where government agency personnel enter and exit.It is ideal to set up in places where teenagers hang out, such as video halls, near movie theaters, etc.

Desserts should be available in a variety of styles and should be readily available from stock.

It is best to hire a famous dessert chef to manage the dessert shop, and there should be new ideas in dessert production technology and shape design to satisfy the curiosity of young people.Remember, desserts are cloying but tempting, so focus on style, not quantity.

In some places, dessert shops can also properly keep some traditional desserts, such as sesame paste, tofu flower, mung bean paste, etc.

Children are loyal customers of dessert shops, so the service attitude should be kind and caring. Even if the children conflict, there is no need to worry too much.

How to Run a Specialty Bakery

Consumers of specialty bakeries are mainly children and teenagers. Bread is a delicious food with high nutritional value and is easy to absorb, so it is very popular among diners, suitable for all ages, especially young people.The market for bread is vast, and as long as it is managed properly, there is nothing that does not make money.

There are two modes of operation for bakeries: one is to buy wholesale from bakery manufacturers; the other is to produce and sell by ourselves.The latter has a higher profit, and now there are more and more bakeries selling in front of the bakery shop behind the shop, which is very popular among residents.

Operating a bakery should pay attention to the following points:

The location of the store should be selected in a residential area, a market, a school area, an entertainment center, or a commercial area that is convenient for diners, but it is generally not suitable to be located in a shopping mall.

The style of bread should be new and full of characteristics, which can arouse the desire of diners to buy.

The taste should be diverse, such as sweet, salty, light, etc., and if conditions permit, you can add some jam, cream, salad oil, etc. It should be full but not greasy.

The bread is arranged in categories and arranged neatly, so that customers can see it at a glance and make it easy to choose.

The sales method is mainly self-selection, and the clerk should not choose on behalf of customers.

The expiration date for freshness should be marked on the bread in a conspicuous place.Never sell expired and moldy bread to customers.

The main consumers of bread are children and teenagers, therefore, the service attitude is very important.

The bakery can be equipped with some hot and cold drinks for diners to choose from.

Bakery offering fresh oven bread every day is also popular when conditions permit.

How to run a beauty salon

1. Hair salon

It is human nature to love beauty, and the hairdressing industry has a long history and a bright future.The new generation of hairdressing salons is mainly engaged in blowing and perming popular hairstyles, and young men and women are their main service targets.

The trick to running a hairdressing business is to:
Choose a store location.Areas with relatively concentrated residents are the best locations, and commercial areas, various entertainment venues, commercial service centers, and factory areas are also ideal places.

The overall style of interior decoration should be simple and comfortable.The distance between the working mirror and the seat is moderate.

The selection of shop assistants should be divided into two types: big workers and small workers.Dagong is a hair stylist, who must be highly skilled and eloquent.Workers and waitresses should be pretty, lively and mischievous.The two complement each other very well.

The hairdressing logo should be appropriately displayed outside the store to strengthen publicity.

Emphasis on service quality and service attitude.A good hair stylist can master a group of regular customers.

At the same time as opening a hairdressing shop, you can also do some hairdressing supplies business.This reduces costs and increases revenue.

2. Beauty shop

Nowadays, the beauty trend is flourishing in society, and more and more women pay attention to their appearance, and they often spend a lot of money on this aspect, and they don't hesitate.However, many women are usually busy with work, and it is rare to find time to go to the beauty parlor.Therefore, setting up door-to-door services for night beauty appointments that are convenient for them has a wide market potential.

There are a few things you should keep in mind when doing this:

Practitioners should have excellent beauty techniques.It is most convincing if you have participated in a famous beauty college study class and hold a famous brand diploma.

Practitioners should have the necessary convenient and fast communication tools, such as pagers.And you should answer every call, even if the customer just asks casually, you should take the trouble to answer patiently and enthusiastically.

The door-to-door appointment should be accurate and timely, late or early arrival will make the guests unhappy.

Cosmetology tools don't need to be too many, a steam spray machine, laser electrotherapy machine, vacuum suction pipette and some small tools are enough.In addition, you can buy cosmetics on behalf of customers and collect some service fees from them.

The service attitude should be good, and the service process should be meticulous and meticulous.A good word of mouth is an important source of business expansion.

Make an appointment for door-to-door beauty services to do a good job of publicity.The charging standard depends on the service items and the round-trip distance.For customers, the charging standards should be listed in detail to avoid misunderstandings.

How to run a home appliance store

A home appliance store refers to a store specializing in various types of home appliances. It can be a comprehensive home appliance product or a store specializing in a certain kind of home appliance.Audio equipment stores, refrigerator stores, color TV stores, etc. all belong to the latter.

Home appliances have the characteristics of large size and high unit value. Therefore, compared with other stores, home appliance stores need a larger area to display products, and the capital investment is larger; at the same time, many home appliances have stricter temperature requirements, and a certain amount of investment in facilities is required; Store operation is relatively flexible. Products that adapt to the trend will have a business climax, and products that do not adapt to the trend will be flat, or even go bankrupt.Those who operate a home appliance store must have relatively rich professional knowledge to provide customers with technical and usage guidance. For large appliances such as refrigerators, color TVs, air conditioners, and computers, some necessary after-sales services, such as door-to-door delivery and installation, are a must. necessary.

Especially since the 90s and [-]s, the emergence and development of modern home appliances have stimulated new demands from consumers; the speed of product upgrading is also accelerating, and a consumption trend of upgrading home appliances has been continuously formed.At present, China's home appliance market has great potential. For old-fashioned home appliances, cities are in a period of replacement, while rural areas are in a period of filling gaps.For new household appliances, both urban and rural areas are in the introduction period, with huge potential for future development.For example, in popular computer stores nowadays, according to surveys, in advanced countries such as Europe and the United States, on average, more than half of the daily work is done by computers.At the same time, with the popularity of the Internet, computers have also become one of the main sources of family information, and people rely more and more on it.

At present, computers in our country have just entered urban households, and they have shown a strong momentum of development, and a large number of well-known computer shops have sprung up.

(End of this chapter)