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The “man-made goods distribution†often mentioned in the industry is the “four-character rule†for the management of jewelry stores. It is the most incisive summary of the management of jewelry stores. On this basis, it has been refined and improved to make it more targeted. Sex.
How to successfully run a jewelry store?
It is important to focus on the following points:
First, the market environment.
The market environment refers to the economic environment in which the jewelry store can radiate. In general, it mainly refers to the city where the jewelry store is located and the surrounding area. The market environment is relative. For example, a jewelry store in a provincial capital city, which radiates far beyond the city, may cover the entire province, because consumers generally have a kind of psychology, and the bigger the city, the more Ok, the more you are willing to buy.
The impact of the market environment on a jewelry store is huge and multifaceted. It can be said that the entire operation and management of a jewelry store must be carried out under this premise. It must conform to the local market, otherwise it must be a dead end.
Specifically, the market environment includes the level of local economic and social development, people's consumption concepts and habits, and the competition status of local jewelry stores. Generally speaking, the higher the city level, the higher the level of social and economic development, the different consumption concepts and habits of people, and the greater the competition.
In first-tier cities like Shenzhen, jewellery stores are scattered all over the city. There are basically jewellery counters in places where shopping malls are located. Some large shopping malls are all jewellery counters. It can be described as magnificent! The jewelry market is huge, but the competition is fierce. This leads to a phenomenon in which the jewellery stores with strength, brand size, management and management have an annual turnover of over 100 million yuan. Some small brands and weak jewellery stores have closed down very quickly. In comparison, it can be described as heaven. underground.
For a single jewelry store, the market environment is unchangeable and uncontrollable. Although the market environment is not “controllableâ€, but “optionalâ€, our stores can choose a good market that suits their actual situation! Before choosing a market, you should do a lot of detailed market research, do a good job of ratio analysis and estimation, and don't blindly move in. You must know that choosing the right market is half the success!
Second, location.
The importance of location in the operation of the store is self-evident. People are more convenient to shop, because shopping has a cost in addition to the need to pay for the purchase. For jewellery, because it is a valuable item, consumers are more cautious in purchasing, and often shop around. Therefore, jewelry stores should try to choose jewelry gathering places and make full use of the popularity here. If one's own family is "single-handedly" and the brand influence is not big enough, it can only be a dead end. This is the case for specialty stores, as well as shopping mall counters. This is why many merchants spare no expense to fight for the prime location of the commercial center.
Generally speaking, the street-facing specialty store should be at the intersection of the main street or the main street of the commercial center. The traffic is convenient and the traffic is large. The neighbors are preferably jewellery or a clothing store with a common consumer group of jewellery. Directions, sunshine, parking spaces, green trees, and other factors.
If you choose a store counter, it is very important to the mall. Many stores do not understand the purpose of the mall. In fact, the main purpose of the mall is to borrow the strong passenger capacity, good business environment and perfect security measures of the mall. Grade, management, and popularity are important, which has played a decisive role in the operation of the store. In the specific location, try to get the location of the intersection of the main channel or the main channel, close to the big brands, pay special attention to some special sections, such as elevator position, checkout counter, air-conditioning fan room and so on.
In summary, we must strive for the best position of the best shopping malls at any cost. Of course, we must also consider the current influence of our own brands. Although the investment is large, the gains will be even greater.
Third, the store image.
The store image mainly refers to the store structure and decoration image.
1. Store structure.
Jewelry stores try to choose a regular storefront, the sales area can not be separated, and at the same time pay attention to the door width to diameter ratio.
The regular storefront structure is more conducive to enhancing the brand image, which can be square or fan-shaped. The door width to diameter ratio is the ratio of the door width to the store depth. The greater the depth-to-depth ratio of the door, the larger the display area, and the greater the attraction to consumers, which is more conducive to sales. Therefore, when choosing a storefront, try to choose a store with a wide width and a large diameter.
2. Decoration image.
For the majority of brand franchisees, this issue has been resolved at the beginning of the alliance. Most of the brand operators who are now franchising attach great importance to the image of the store. They have their own store design and management team. They basically have unified, standardized, own style, scientific and reasonable design, and can provide store design and construction for franchisees. , acceptance, after-sales full-service, for the franchisee to solve the "soft underbelly" in the operation.
The image of the store decoration has a certain period of time, and it is usually replaced once every two or three years. The terminal image of the brand operator is also constantly changing with the new generation.
To maintain a good store image, franchisees need the support of brand owners and need to cooperate.
From the perspective of consumers, they are generally more willing to decorate luxury fashion, spacious and bright jewelry stores. After all, jewelry is a valuable item, and a good decoration image helps to enhance its hidden value. Therefore, the store decoration should dare to invest, try to be luxurious and fashionable, the door should be conspicuous, it is best to use the luminous font, people can identify in far away places; in addition, the store should be bright, it is best to use LED energy-saving lamps, which can improve the effect, and It can save electricity costs; the store layout is reasonable, try to create a comfortable shopping environment.
Fourth, the goods.
Goods are very important because the purpose of consumers is to buy goods. The goods are good, they may not be sold, the goods are not good, they must not be sold! For small and medium-sized cities, there are more goods, because consumers think that there is more room for choice. Therefore, I often see local brands in small places, and the business is extremely hot.
In terms of the type of goods, both sales volume and investment efficiency ratio should be considered. In general, large-scale specialty stores must be complete to meet the needs of different customers; shopping mall counters should be considered for cost-effectiveness due to site restrictions: small counters (less than 30 square meters) are mainly gold and diamonds, medium-sized counters (30-60) Flat meters) can increase platinum gold and other gold, large counters (60 square meters or more) can add jade and jade silver. The volume of goods in the distribution (according to investment, the same below), the larger the city, the greater the proportion of diamond inlaid goods. In small and medium-sized cities, gold is still the mainstream of consumption, and the volume of goods is the bulk.
In terms of the pricing of goods, you can refer to the peers, combined with the local influence of the brand, reasonable pricing (except for some brands that implement the price in the country), for example, if you are a national first-line brand, then your price can naturally be higher. Because even so, there will still be people to buy, because you have strong brand influence to support, but if you are only a second-rate brand, the local promotion is not great, this time if the price is too high, it will greatly affect Sell ​​because your brand is not enough to support your price. In terms of pricing methods, differentiated pricing can be implemented. The small fraction diamond has a slightly higher pricing factor, and the large fraction diamond has a slightly lower pricing factor. This makes sense. For example, your 10-point diamond ring is priced at a factor of 4, and the price is 6000 yuan. If the pricing factor is more than 300,000 yuan, then the price is over, because even a one-carat diamond, the market price does not exceed 200,000 yuan.
In terms of discounts on goods, I often find that some merchants implement high-price low discounts, half-fold or even two-and-three discounts. It’s really scary. Who can trust the quality of goods with such low discounts? The purpose of the discount is to promote, deal with slow-moving goods, and adjust and optimize the structure of goods, but the unlimited annual discounts are not real discounts, and have no practical significance. In terms of discounts, the author suggests that the minimum discount does not exceed 30%, and the discount time is mainly limited to holidays.
In the style of the goods, fully refer to the sales data of the peers and previous years, and find out the common things. What kind of customers are there, we can't meet every customer's requirements, but we can catch the big head and meet the needs of most customers.
When you choose a product, you can't choose your own preferences. It's best to choose the store manager who has long been in contact with the customer. They know best what style the customer likes.
Fifth, personnel
Personnel is the most active factor in the management of jewelry stores, and it is also a very important factor, because everything is done by people. In the jewelry store, the boss, the store manager, and the shopping guide play different roles in the operation of the store.
1. Boss.
The key to the success of a store is the boss's thinking. The boss has two important things: one is to take the helm and grasp the direction; the other is to be good at using people.
I often hear a lot of bosses say "details are a success or failure", reflecting the boss's refined management mentality. The details are important, but they must be in the right direction, and the details will always be a icing on the cake. Therefore, a smart boss will focus on the strategic direction. It is not a matter of fact. The management is handed over to the people to do it, so that it is easy and effective.
In the use of people, many bosses and opponents are not at ease, do not want to delegate power, but the results are not good. As the saying goes, "There is no doubt about employing people, and suspects do not need to use it." This sentence is very wise, and the words break the essence of the way of employing people.
2. The store manager.
As the saying goes, "The three armies are easy to get, and one will be hard to find." A good store manager is crucial to the operation of the store. In a sense, the operation of the store depends on the boss, while the daily management of the store depends on the store manager. Today's jewelry stores, especially in small and medium-sized cities, often have a strange phenomenon. The store manager is the same as the shopping guide. In the first half of the day, the boss is given a personal commission. The boss is not willing to let go of the manager to manage the complaint. In fact, in this case, any capable store manager can't play a role. The store manager must first be responsible for the entire store, otherwise you can't call it the store manager. If you don't provide the platform for the store manager, how can he create value for you?
3. Shopping guide
Shopping guides can be divided into four categories: the first is those who are willing to do good and the ability; the second is those who have the ability but do not want to do things well; the third is those who want to do good but not enough; fourth Classes are people who are both incapable and don't want to do things well. What the boss has to do is to resolutely exclude the fourth type of people, transform the second and third types of people, and stabilize the first category.
Many bosses attach great importance to the sales skills and professional knowledge of shopping guides, and pin their hopes on professional training. It is true that professional training is necessary, but if you can't solve the problem of "want to get things done", everything is no good. This is actually a mentality issue. The shopping guide has a good attitude and outperforms all professional training. To keep employees in a good state of mind, the boss must spare no effort in communicating with employees, listen to the voices of employees, respect their reasonable demands, and form a harmonious and harmonious relationship between the boss and the employees.
sixth. Advertising and promotion.
Doing a store business, nothing more than pay attention to "people buy goods", "People don't buy goods" is a typical example of Ping An Insurance, using telemarketing, abandoning the traditional customer door-to-door marketing methods, the effect is significant, but the jewelry store is currently only Stay in the "sitting pin". That means that in any case, we must first ensure that "people come in" and how to let "people come in"? A very important means here is advertising. Your store is so good to let people know, because for everyone, it is not easy to accept things that you don't know. There are many forms of advertising, such as common TV commercials, wall advertising, outdoor advertising is a form, good reputation, quality service is an invisible advertisement.
At the beginning of the business, the advertising campaign will be more powerful, because it will directly determine the popularity of your opening period, and the popularity during the opening period directly determines your financial strength and affects your confidence in business. At present, the practice of opening advertisements in most stores in small and medium-sized cities is to advertise TV advertisements, distribute DM orders, mobile car body advertisements, road shows, posters, X-display racks, etc., while the opening promotions are mainly discounted, vouchers and gifts. Advertisements such as roadshows and mobile bodies are very effective; relatively new forms of advertising and promotion such as X-display stands, posters, vouchers, and joint promotions are less popular, which is related to the level of social and economic development in small and medium-sized cities. In the late stage of the opening, large-scale publicity campaigns have ended, mainly attracting popularity through promotional activities. Car body advertising, wall advertising, and outdoor advertising can be carried out all the year round.
Small and medium-sized cities have an advantage in advertising: they are very flexible, limited in size, and the forms of advertising can be diversified. Of course, advertisements such as distributing DM orders, mobile car advertisements, and low discounts can play a good propaganda effect and gather popularity in a short time, but they also hurt the brand taste and grade, so such advertisements are in big cities. It is rare.
Many stores are unclear in their advertising campaigns. They don’t know what the purpose of propaganda is, and they follow the trend, and follow the trend seriously, resulting in poor publicity. The main purposes of publicity are: to improve the brand's popularity and reputation, to create a good brand image; to promote sales; to adjust inventory, to deal with slow-moving goods, to reduce the backlog of goods, etc., the main purposes of different stages of different periods, such as the opening period, The main purpose of publicity is to let everyone know about the brand in a short time; holidays mainly promote sales and maximize turnover; old brands have a certain influence and fixed consumer groups, and later energy is mainly placed on old customers. Maintenance.
The highest level of advertising is to find ways to make potential customers think that you are the only choice for his needs.
seventh. Store management.
Whether a store can continue to be profitable and sustainable development, the decision-making function is the boss's business ideas, strategic guidelines, and business strategies. The specific management details are mainly a icing on the cake. Simply put, can you survive and develop this store, mainly depending on his business strategy, can you further improve, become a model and benchmark for peers, and look at his management details.
The essence of store management is to "raise your correct and pragmatic ideas into an unshakable implementation of the system." Use the system to manage people, goods, and things. In this process, we must pay special attention to one word: execution.
The advantage of institutionalized management is that it can be easily and independently reduced; it can be treated as a non-discriminatory person; it can be black and white and can not be disputed; it can be continuously developed and copied.
In the vast number of terminal retail stores, the most missing is the boss's institutionalized management consciousness, which is a must, and it is unpredictable. Today, such an idea is like an idea tomorrow, everything is ruined, so that the employees under it do not know what to do. What to do, over time, employees lose confidence, "do a day of monk hit a day", mixed chaos and chaos. Can such a performance be good? If the boss can manage it with the system, many things can be avoided.
The process of institutionalized management is: democratic discussion - black and white - signature confirmation - resolute implementation - supervision and assessment. First, the boss and the staff sit together to discuss and formulate a plan that is acceptable to each other; then write down the black and white words; then sign each other without objection; then resolutely execute, the boss takes the lead; in the end, there must be supervision and evaluation, preferably with Payroll is linked. In the face of the system, the boss and the employee are equal. The boss can supervise the employee. The employee can also supervise the boss, supervise each other, work together, and advance the cause together.
The operation of the store is a very complicated process. The quality of the performance does not depend on which one, but the result of the combination of these seven elements, can not drop any of them, which confirms the "barrel effect", that is, "one The amount of water that the bucket can hold does not depend on the longest piece of wood, but on the shortest piece of wood. If we compare the water in this barrel to the performance of the store, then these seven elements It is the seven boards that surround this wooden barrel. Any board is important, and it needs to be balanced. Otherwise, it will pull the whole project and lower the performance level.
The operation of the store is complicated, but as long as the ideas are sorted out, the direction is fixed, the essentials are mastered, and the right method is made, it will become simple and easy.
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