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

Chapter 24 Business Classic IX: Business Operation is the Most Important (1)
[-]. Establish a correct business concept
Can a small business make big money?

Sam Walton is one of America's richest men, but he made his fortune opening "off-price" stores. In 1943, their husband and wife set up the first "low-price" self-selection store in the small town of their hometown. So far, more than 2000 stores in this self-selection store sales network have always had a booming business and a lot of customers.Coincidentally, Alfred Fowler, the "Brush King" in the United States, also became rich from operating a small brush for 8 cents apiece.

Look at the business experience of "my family".China Commodity City, officially named by the State Administration for Industry and Commerce of Yiwu City, Zhejiang Province, specializes in all kinds of small department stores and daily consumer necessities, with a total of 24 booths, tens of thousands of daily passenger traffic, and an annual turnover of over [-] billion yuan.Its characteristic is that the products are mainly medium and low-end, and the prices are low. Because of its obvious popularity, it is famous far and wide, and has won the reputation of "China's No. [-] Market".

It is obvious that the prosperity of "cent" stores and the rise of small commodity cities all focus on the big picture and start small, and they all deal in small commodities that are closely related to consumers.It is not only "easy" and approachable, but also small profits but quick turnover, so trickles form a river and accumulate into a fur.Therefore, there is great learning in small business, and there is a big market in small commodity.

Of course, we don't insist on doing small business blindly, let alone object to doing big business.However, regardless of the size of the business, it must start from the actual needs of customers, and take into account the consumption habits and spending power of consumers as much as possible. Pursuing high profits, hoping to eat a fat man with one bite, especially in the current situation where most people are not rich, doing so is bound to be counterproductive and counterproductive.

why think twice

Naoji Iwatani, Japan's largest liquefied gas seller, has a famous saying: "Be cautious before deciding on an issue, and be decisive after it is resolved!"

Because all decisions are not only based on calm judgment, but also the decision in a dilemma often depends on the mood at the time, that is to say, sometimes the life and death of a businessman is determined by "feeling".Modern society is becoming more and more complicated and severe, and the market competition is fierce. A small failure may lead to bankruptcy. Making a decision rashly is a big risk in itself.

However, one cannot do business without taking such risks on a regular basis.Because, even when the society is prosperous and prosperous, there are not many opportunities for success for everyone. It is a pity that an opportunity is finally delivered to you, but you are as careless as usual and miss the opportunity.

Most of the information is only valid within a certain period of time, and if it exceeds a certain period of time, it will lose its effectiveness.

As a businessman, after learning favorable information, he should deal with it quickly, especially for those urgent information, every second counts.Just like stock trading, stock prices change rapidly, and the best time to buy and sell is within a minute or two or even a few seconds.If you hesitate a little, or even operate the computer a little slower, you may lose a good opportunity to make money.

Decision-making, contract signing, fund payment, production process, commodity transportation, advertising, and market occupation, each link must have a corresponding fast pace, and sometimes it is not enough to slow down.In many cases, it is even necessary to speed up the formation of a "unprepared" situation amidst a high degree of mystery.

A few years ago, a hot sale of summer women's clothing broke out in a fashion city in a certain city in Hubei.This women's dress is not a novelty summer dress, but an ordinary skirt. The material, style, and workmanship are similar to those popular in the market. It's just that the designer has an extra thought—a delicate skirt is added on the upper right side of the skirt waist. , Reliable belt specially designed for hanging and buckling BP machine, so it is called "BP" skirt. Doesn't the very best-selling "BP skirt" show the designer's unique vision and pre-emptiveness?

Timeliness should be paid attention to in market competition, and we must act immediately and put it into practice if we see it correctly.Because all competitors are looking for a breakthrough in the market, at this time, whoever takes the initiative can win customers first.

Why do you want to sacrifice the small and ask for the big?
It is often said that if you are reluctant to part with a golden marble, you cannot beat a golden phoenix.If you want to take and give first, give up the small and ask for the big.

When negotiating, operators should not only think about their own interests, but must think about the other party. Any successful transaction and negotiation should be mutually beneficial to both parties. Only in this way can they reach consensus, cooperation and further exchanges in the future. .If you are always stubborn and refuse to make the slightest concession, not only will the negotiation fail to achieve the goal, the business will not be closed, and you may lose your customers and partners.No one likes to deal with people who are calculating and penny-pinching.

The creative pharmacy of Matsumoto Kiyoshi, the former mayor of Matsudo City, Japan, once sold plasters that were priced at 200 yuan at that time for 80 yuan.Since he sells plasters at a cost-intensive manner, the sales of plasters are getting bigger and bigger, and his deficit is getting higher and higher.

However, the operation of the entire pharmacy showed an unprecedented surplus.Because it is impossible for people who go to buy plasters to make a horizontal comparison of the prices of each drug, but often use the price of this item in the store to imagine the prices of other items, resulting in the general price of goods in this store. It feels cheap, so when buying plasters, almost always buy some other medicines by the way.Relying on the profits of other medicines, not only can make up for the loss of plasters, but also make the business of Creative Pharmacy flourish.

why not go with the flow
Some people struggle all their lives to no avail; others achieve great success with only a little effort.The important reason for this is that the former always follow the trend and catch up with the trend, while the success of the latter is often due to its ingenuity and surprising success.

The market is a huge ocean, which is ever-changing at any time, and the information from the market is therefore varied in thousands of ways.And some popular information often makes many people flock to it, rush to it, follow it, and follow it.As everyone knows, there is always a certain limit to the market capacity of a commodity or project.If everyone is keen to do a certain kind of business, the market will be saturated very quickly.

If you can stand on the sidelines of popular information and do the opposite, you may be able to walk ahead.No one knows about Li Ka-shing’s deeds. In the 20s, there was an upsurge in Hong Kong selling houses and land at lower prices. Li Ka-shing, who had extraordinary courage and foresight, showed his unique vision. Big construction.Not long after, land prices in Hong Kong skyrocketed, and Li Ka-shing thus laid a solid foundation for his future real estate hegemony.

This principle is also applicable when doing business encounters many difficulties or setbacks.Sometimes it seems that there is no way out, if you can think from the "negative side", maybe you will suddenly see a picture of "another village with dark willows and bright flowers".As the saying goes, "you lose your horse, you know it's not a blessing"!
Why learn to cooperate
There is a saying: People who don't want others to make money can't make money themselves.When doing business, you should try your best to let your cooperating peers get as many benefits as possible in the process of cooperation, so that the business can be long-term and prosperous.

According to the survey, the amount of shoes purchased per person in Japan is greater than that of the Chinese. Japan is an important market for China's footwear industry.One year, Mr. Masaichi Sato, a consultant director of the Japan Trade Federation, bought 10 pairs of shoes in my country. When ordering, the quality, specification and quantity of these shoes were all right, but after the goods arrived, they were unsalable. can open up the market.Mr. Masaichi Sato went to my country specially for this matter, and hoped that we could provide assistance as much as possible.A week later, the supplier manufacturer decided to replace all the original 10 pairs of shoes with new types of shoes, and the Japanese businessman returned with satisfaction.After these new shoes were shipped to Japan as scheduled, Japanese businessmen did a lot of publicity and widely praised the excellent service spirit of Chinese enterprises. Customers' interest increased sharply, shoe buyers flocked to them, and the sales situation took a turn for the worse.In the second year, Japanese businessmen came to my country to buy another 30 pairs, which increased to 60 pairs in the third year, and 100 million pairs in the fourth year.China's shoe industry suffered a loss of 10 yuan, sold millions of dollars, and made huge profits from the profit sharing.

Why save customers money

The largest retailer in the world, Wal-Mart Business Group in the United States, had sales of more than 1993 billion US dollars in 500, and 1 million to 2 million consumers visit Wal-Mart Group's stores around the world every month.Sam Walton, the founder of Wal-Mart Group, started his business travel career after graduating from university in 1940.Although he is a fledgling, he is very clear about one thing, that is to consider customers to the greatest extent, let customers buy as many products as possible with limited money, and sincerely provide high-quality products and good advanced services. In 1945 he bought a grocery store, drove to buy it himself, and sold it at a lower price than other stores.For example, he bought a pair of children's pants for US$080 and sold them for only US$100, which is US$020 lower than other stores.Although the profit is 50% lower, the sales volume has increased by 3 times, and the total profit has doubled.

Sam's success aroused the envy of his peers, and he was driven out of the small town of Newport, Arkansas.When he was desperate, he visited the first two customer-selected stores in the United States in Minnesota. After being inspired, he immediately opened the third self-selected grocery store in the United States in the small town of Bentonville, Arkansas.He risked debts to advertise, and the business quickly boomed.Within a few years, he became the largest chain grocery store owner in the United States, with 15 branches.However, he was not satisfied with the existing success. He traveled all over the United States, studied everywhere, and started joint ventures with foreign companies. The business was getting better and better, and finally became the "retail king" in the world.

Why market positioning needs to be accurate
The owner of a fashion store in Suzhou is a shrewd and capable businessman. He said: "For young people, business should be 'cool'; for middle-aged people, business should be 'honest'; for the elderly, business should be 'weekly'; To be 'amusing'..." It can be seen that he has a good business strategy.Check out his narration:
"Last spring, I noticed from several publications that 'miniskirts' might be popular in summer. At the same time, I also noticed that because this information was transmitted widely and quickly, colleagues in the industry also began to quietly prepare to purchase goods. I I estimated that a total of no less than 3000 'miniskirts' were bought in the previous period, and the market must be saturated when they are thrown out together. I searched for all kinds of latest information, got the latest information from friends all over the place, and analyzed it again and again. , finally made up my mind, mainly made of woolen suit skirts and woolen dresses, supplemented by 'mini skirts'. In those days, I was worried a lot, and my heart was not at ease! Other colleagues asked me strangely What's the matter, why don't I do the obvious business, in fact, how can I make a rash decision? Sure enough, in the summer, everything I thought was verified. We took advantage of the peak of the 'miniskirt' fashion to throw out the 3000 goods we bought as soon as possible .Soon, the 'miniskirts' were out of stock. At this time, other shopkeepers were helpless, and some could only cut prices at the cost of 'funding'. But we threw out woolen suit skirts and woolen dresses, and there was a 'double hit'. .Other shopkeepers are very envious. Market forecasting is too important.”

Here, the owner of the fashion store has accurately predicted the imminent "miniskirt craze", but also knows that the market of this heat wave is about to become saturated, so he adopts the countermeasure of only chasing the peak of the wave and not the tail, and finally wins the game. .

Why Find Your Mentors and Leaders

In fact, anyone who starts out in the business world will realize that there are many unspeakable inside stories in the business, which are confusing, and it is not necessarily someone who will explain it to you or help you. Everyone keeps a certain distance , When the words reach a certain level, they will stop talking.

Of course, if you are a lucky person, there will be someone who appreciates you and will be your guide.This is no accident either.In addition to your own conditions, there may also be someone who recommended you, said good things about you, or you showed your admiration and admiration for someone, or someone thinks that the best way to lead is to teach, or he is the most enthusiastic For raising people like you, and so on.In any case, you should cherish this kind of active support and help, and find your own mentor and guide.

However, there are also some people who are not so lucky, and no one will take special care of you.Then, you have to choose your ideal teacher yourself.At this time, you must take the initiative to express yourself so that he can appreciate you and form a friendly relationship.Once you reach this level of relationship, you have to keep observing, learning and asking for advice, and listen to their constructive opinions.In this process, one of your important tasks is to listen to criticism, and to continuously increase mutual trust while listening to criticism.Never defend yourself all the time.On the contrary, you should encourage the other party to keep paying attention to you with an accepting attitude, and give you help and training.

The ancients said: "When three people walk together, there must be my teacher." This saying is also applicable in business communication.It not only enables you to learn more things, but also puts you in a suitable position where you can advance and retreat.In the business field, it is also "doing old and learning old". New situations, new technologies, and new methods are constantly emerging. It is impossible for you to be proficient in everything. Therefore, one more mentor equals one more road. Feeling overwhelmed and with nowhere to go for advice.Therefore, the road of doing business is also the road of seeking teachers. If you understand the truth of "three people must have my teacher", your business road will definitely become wider and wider.

why not trust others

Business disputes often arise, and even go to court.why?The reason is mostly that the two parties did not sign strict contract documents and go through notarization procedures.Or, even if the notarization is done, one of the parties does not perform the agreement and tries to cheat.Therefore, we must find a way to avoid this from happening.Practice has proved that the best way is: pay for the goods and deliver the goods, or deliver the goods and pay for the goods.

However, many people often make the mistake of trusting others.I put too much trust in those smooth talkers and untrustworthy people, and as a result, I hurt myself.

In 1990, a certain Mr. Zeng in Guangzhou, without receiving the payment for the goods, easily believed in a "certificate of unit" and asked someone to pick up the fiberboard worth more than 3000 yuan. Later, he found out that the "certificate of unit" was fake. Yes, there is no such unit in Shenzhen, but the goods have been taken away, so I regret it.

In 1995, a company in Guangdong subscribed for two truckloads of rice from the Municipal Grain Bureau. The price was negotiated, the samples were seen, and the goods arrived on time.As a result, the city's grain bureau was fined several thousand yuan in warehouse rent for the rice at the station exceeding the time limit.But what can be done about it?Who told you not to receive payment in advance?Who told you not to apply for a certificate in advance?I had to admit that I was unlucky.

All of this shows that there are many units and individuals who cheat and cheat in the society, and there are too many to enumerate.As the old saying goes, "You must not have the heart to harm others, and you must not have the heart to guard against others." This saying should be remembered.

[-]. Purchasing and ordering
What are the responsibilities of the purchasing staff

In order to ensure that the company's material supply sources are not in short supply, and to obtain maximum benefits in terms of cost, quality conditions, and after-sales service, purchasing personnel need to undertake the following general job responsibilities.

1. Selected suppliers

The basic responsibility of procurement is to purchase items for the company. No matter what the procurement item is, there must be a supplier. Choose a supplier with a good reputation and a high willingness to cooperate.This is also a very critical part for the catering industry that is very particular about "fresh" and "seasonal".

The execution of an order is also one of the procurement tasks. When the supplier is selected, the purchased items are determined, and the supply conditions are signed, the buyer will execute the order for the seller. This is the so-called contractual procurement.Whether the ordering work is executed correctly or not will directly affect the operation of the operation department and the company's cost burden, which can be said to be a highly professional job.

2. Ensure quality
For purchasing personnel, purchasing items for the company to obtain the highest supply quality, the lowest cost burden and the best after-sales service is their endless pursuit.

For large-scale or large-scale chain-operated catering industries, if the division of labor is finer, an independent unit may be planned in the entire material management system to audit the procurement, acceptance, distribution, storage and use of raw materials to ensure that customers eat Don't worry.

Therefore, the procurement work starts after the goods are delivered to the user unit and used. Because the goods are used, it is considered a complete material flow, and the performance of the purchaser can be confirmed as a reference for the next purchase. This is also the spirit of procurement quality management.

3. Control costs
The purpose of an enterprise is to make profits, and cost control is the basis for guaranteed profits.For example, in the catering industry, the pursuit of higher profits is the goal of all practitioners.Profit acquisition is nothing more than business development and cost control, which is the so-called open source and cost reduction, and procurement belongs to the logistics unit. From food materials, supplies to equipment and equipment in the catering industry, procurement personnel may handle more than 50% For operating expenses, in the case of fierce competition in the catering industry, who can effectively control costs has half the chance of winning the competition.

What are the essentials of procurement

There are great differences in the selection of sources of supply.For example, restaurants, grocery stores, hotels, etc., operate different contents, so the sources, specifications, and varieties of goods they need also have their own special requirements.The following only divides the source of goods into five categories, and analyzes their commonalities.

1. Machinery and equipment

With the continuous advancement of science and technology, there are many storage or operation tools with good performance, which can effectively increase production capacity and reduce wear and tear.

However, due to the high amount of single purchase and the long service life after purchase, it is extremely necessary to inquire and understand before purchasing.In the selection, it is necessary to consider its efficiency, durability, ease of operation, safety and the after-sales maintenance ability of the supplier.Although the price is important, after-sales maintenance is more important.

2. Fresh food

(End of this chapter)