The “four-character rule” of jewelry store operation and management is often mentioned in the industry. It is the most incisive summary of jewelry store operation and management. How to run a jewelry store? How to run a successful jewelry store?
The market environment refers to the economic environment in which the jewelry store can radiate. Generally speaking, it mainly refers to the city and surrounding areas where the jewelry store is located. The market environment is relative. For example, for a jewelry store in a provincial capital city, the area it radiates far exceeds the city and may cover the entire province. This is because consumers generally have a mentality that the larger the city, the more goods there are. Well, the more willing to buy.
The impact of the market environment on a jewelry store is huge and multi-faceted. It can be said that the entire operation and management of a jewelry store must be carried out under this premise and must comply with the local market, otherwise it will 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 of local jewelry stores. Generally speaking, the higher the level of the city, the higher the level of its social and economic development, the different consumption concepts and habits of people, and the greater the competition.
The importance of location in store operation is self-evident. People pay attention to convenience when shopping, because the shopping process is also costly in addition to the need to pay for the goods. As for jewelry, because it is a kind of valuable item, consumers are more cautious in purchasing and often shop around. Therefore, jewelry stores should try their best to choose jewelry gathering places and make full use of the popularity here. If your own family is “single-handedly” and the brand influence is not large enough, it can only be a dead end. This is true for specialty stores and also for shopping mall counters. This is why many merchants spare no expense to strive for prime locations in commercial centers.
Generally speaking, the street-facing specialty store should be located on the main street or the intersection of the main street in the commercial center, with convenient transportation and a large flow of people. The left and right neighbors are preferably jewelry or bags and clothing stores that have a common consumer group with jewelry, and the flow of people must also be fully considered. Factors such as direction, sunshine, parking space, and shade of green trees.
If you choose a special counter in a shopping mall, following up with the shopping mall is very important. Many stores do not understand the purpose of following up with the shopping mall. In fact, the main purpose of following up with the shopping mall is to borrow the strong customer accumulation ability, good business environment and perfect security measures of the shopping mall. Therefore, the positioning of the shopping mall, Grade, management, and popularity are very important and play a decisive role in the operation of the store. In terms of specific locations, try to strive for the main passage or the intersection of the main passages, close to the big brands, and pay special attention to some special locations, such as elevator entrances, cashier counters, air-conditioning fan rooms, etc.
To sum up, if we want to strive for the best location in the best shopping mall at any cost, we must also consider the current influence of our own brand. Although the investment is large, the reward will be even greater.
The storefront image mainly refers to the storefront structure and decoration image.
1. Store structure.
Jewelry stores should try their best to choose a regular storefront, the sales area cannot be separated, and at the same time, pay attention to the ratio of door width to diameter.
A regular storefront structure is more conducive to enhancing the brand image, and can generally be square or fan-shaped. The ratio of door width to diameter refers to the ratio of door width to storefront depth. The larger the door width-to-depth ratio, the larger the display area, the greater the attraction to consumers, and the more conducive to sales. Therefore, when choosing a storefront, try to choose a regular storefront with a large door width-to-diameter-depth ratio.
2. Decoration image.
For the majority of brand franchisees, this problem has already been solved. Nowadays, most franchise brand operators attach great importance to store image and have their own store design and management teams. They are basically unified, standardized, have their own style, the design is scientific and reasonable, and they can provide store design and construction for franchisees. , acceptance, and full after-sales service.
There is a certain cycle of store decoration image, and it usually needs to be replaced every two or three years. The terminal image of brand operators is also constantly being updated.
To maintain a good store image, franchisees need support and cooperation from brand owners.
From the perspective of consumers, they are generally more willing to go to jewelry stores decorated in a luxurious fashion, spacious and bright. After all, jewelry is a valuable item, and a good decoration image can help enhance its hidden value. Therefore, the decoration of the store should dare to invest, try to be luxurious and fashionable, the door should be conspicuous, it is best to use luminous fonts, so that people can recognize it from a distance; You can save electricity bills; the store layout is reasonable and you try to create a comfortable shopping environment.
Goods are very important because the purpose of consumers is to buy goods. If the goods are good, they may not be sold; if the goods are not good, they may not be sold! For small and medium-sized cities, there is a need for more goods, because consumers think that having more goods will give them a choice. Therefore, I often see piles of local brands in some small places, and business is extremely booming.
When it comes to product categories, we must consider both sales volume and investment-efficiency ratio. Generally speaking, large-scale specialty stores must have a complete range of categories to meet the needs of different customers; due to space constraints, the counters in shopping malls must consider the cost-efficiency ratio: small counters (under 30 square meters) are mainly gold diamonds, medium-sized counters (30-60 square meters) Square meters) can be added with platinum, k gold and other plain gold, and large counters (over 60 square meters) can be added with jade, jade, silver jewelry, etc. In terms of product distribution volume (based on investment, the same below), the larger the city, the greater the proportion of diamond-encrusted goods. In small and medium-sized cities, gold is still the mainstream of consumption, accounting for the majority of sales.
Although jewelry store management is complicated, it will become simple and easy as long as you clarify your ideas, find the right direction, master the essentials, and do it right.