Home textiles, also known as decorative textiles, together with clothing textiles and industrial textiles, constitute the third world of textile industry. As an important category of textiles, home textile products are called "soft decoration" in room decoration, which plays a decisive role in creating the environment. The following is what I arranged for you for your reference. Welcome to read!

Article 1

I. Introduction of the Project

Due to limited funds, there is no better project to think about and no better time inspiration. It is better to take the traditional industry route-bedding industry. Especially when we start a business together. We need all of us to cooperate tacitly and consider all aspects, follow the principle of mutual benefit and business volume, and not affect the development of the store because of profits and personal emotions. As for the profit and cooperation rules between us, wait for the store to open first, and then come up with a plan to lay the foundation for the healthy growth of the store in the future.

I decided to enter the home visit industry for the following reasons:

1, everyone's survival needs, the market is big.

Food, clothing, housing and transportation are the four elements of human life. Housing is one of the four elements of life, which shows the importance of bedding to us. As one of the basic necessities of life, the pursuit of bedding seems endless. Whether it is bedding shops all over the streets or high-end brand home textiles in major shopping malls, some people are willing to pay, especially students, children and weddings, as long as they are in line with the trend and consumer tastes. People can eat delicious food, bad food, and some can eat at home, but people can't wear it out, let alone live by themselves.

Production, so there must be demand in this area; With the improvement of people's living standards, people's aesthetic taste has also changed, not only talking about it, but also paying attention to housing. Good and comfortable daily necessities; Therefore, there is a big market for bedding, and everyone must have it; Calm, the market is big, and competitors are everywhere; Like a piece of milk, there are countless ants, all eating this cake. Whether we can finally become the main occupier of this cake depends on what kind of market positioning we choose and our lifestyle; It is most important for consumers to appreciate their products; This is the most important foundation we are about to face.

2, the bedding industry is easy to get up, which helps to grasp the principle of survival;

I think it's easy to be stubborn when choosing the bedding industry, because the market is big and the purchase volume is large. As long as your product caters to most consumer groups, you will become a winner overnight. Because how many people are reading the survival rules of this market, you can know how to start this industry as long as you look on coldly. Our predecessors have told us this truth, so we don't have to spend money to buy it. Moreover, the advantage of choosing to open a home textile shop is that the clothing industry is relatively mature and easy to enter and start, which is very suitable for entrepreneurs who have just set foot in business and are also interested in home textiles. It is a combination of interest and career.

The phrase "there are no failed industries, only failed enterprises" contains the law of survival and crisis, but it gives us a warning: if we want to survive, we must solve some problems: our paving scale, product positioning, group goals and so on.

Our project is to do the bedding industry.

Store name: The name Sanjiangyuan Home Textiles will attract people's attention.

Group goal

The classification is basically: children, students, young people who are getting married, and middle-aged people.

1, children: The consumer group of this age group is the most important consumer group of bedding, and it is the consumer group that buys bedding most frequently. Mom buys cartoons and cute ones for her children to make them sleep better.

2. Students: The consumer group of this age group is the most important group of bedding consumption, and it is the group that buys bedding most frequently and has a large total purchase, among which women spend more frequently than men. This group has a certain economic foundation, strong desire to buy, fashion, pursuit of fashion, personality, and dare to try new things.

3. Young people who are ready to get married: The consumer group of this age group is the main group of bedding consumption, and it is the group with the highest value of buying single bedding. This group is the group with the strongest economic foundation among the consumer groups, and its desire to buy is also relatively strong. However, this group is getting married soon, so it is still festive in style and fashion, mainly in red four-piece suit.

3. Middle-aged: This age group is the main group of bedding consumption, and it is the group with the highest value of buying a single piece of bedding. This group is the group with the strongest economic foundation among the consumer groups, and its desire to buy is also relatively strong. But most of this group's outlook on life

the second

In recent years, home textile shopping malls have risen rapidly with the help of group buying. It can be said that it is no small miracle. So, today, I will share with you a sample business plan of Zhengzhou Home Textile Mall, hoping it will be good for you.

I. Summary

With the continuous development of market economy and the differentiation of special goods, the home textile research report points out that there are more than 40 supermarkets and shopping malls in Shijiazhuang, and their stores are aimed at small commodity consumers. The limited shopping market demand is gradually saturated, and many traditional businesses are trying to get a slice of it without knowing how to start. Then, investors should change their investment direction and develop from "comprehensive" to "professional". Let's take a look at the sample business plan of Home Textile Mall.

Investment discussion and business model

My investment suggestion is to build a large, professional bedding shopping mall with high, medium and low grade in Shijiazhuang through the goodwill of your shopping mall. The consumers are consumers from all walks of life and consumer groups who have demand for household textiles. Through my study and investigation in 2003 -2005, in Shijiazhuang, large, professional, high, medium and low-grade bedding shopping malls are still a market blank. In 2005, the home textile market has begun to rise quietly in Shijiazhuang, and major manufacturers have opened five home textile stores on several local main roads. Therefore, the construction of home textile plaza project will be a successful project.

Second, the project background and feasibility analysis

1. Market blank advantage

Now, from a national perspective, in other provinces and cities, such as Beijing, Shanghai, Henan and other places, the home textile market has gradually matured, and major manufacturers still adopt the agent distribution model and quickly occupy the market through the sales channels of agents and distributors. Powerful commercial enterprises make use of the desire of major manufacturers to occupy the market quickly and the blank of the initial market movement, and build professional, large-scale and high-tech enterprises for them according to the principle of "there must be a market where there is demand"

A sales place where middle and low grades coexist. Build a bridge between manufacturers and consumers. At the beginning of the market, the psychology of manufacturers and consumers is to build home textile plaza into the only place to buy and sell.

2. The market is facing the advantage of large demand.

From the perspective of consumer groups, the average age in Shijiazhuang is getting younger. There will be more and more young people of marriageable age, who are the main buyers of home textile products. Around us, we can see that they have a great desire to buy home textile products before they get married, but Shijiazhuang lacks professional places to buy home textile products. In shopping malls such as Shijiazhuang northbound and eastbound, the home textile products inside cannot meet the requirements of consumers in many aspects and choices. I set up this project to meet their needs, and the majority of manufacturers have also noticed this. For example, Sega, Lorelei, Mercury and other manufacturers have quietly opened stores this year. After one year's operation, they want to achieve their goal of occupying the market at the wedding peak next year.

3. Advantages of environment and supporting services

In downtown Shijiazhuang, there are only five specialty stores, but there is a bedding market in Nansantiao. Will it pose a threat to this project I don't think it poses a threat. Because first, his shopping environment is relatively poor. The key to the traffic outside the market and the shopping conditions in the mall is the various services in the mall, which are far from meeting the needs of the citizens. As a result, consumer disputes continue. Secondly, home textiles in residential areas are designated as small workshops, which is the last choice for consumers without professional home textiles shopping places. Most consumers still rely on and demand professional shopping malls. Third, the unified revenue and expenditure of services and funds can be realized in the banking system and the postal system, which is convenient for consumers to buy.

4. Regional development and advantages of immigrant cities

The economic level of Shijiazhuang is not what it used to be, and the number of high-end consumers is gradually increasing. The demand for home textiles is also diversified and specialized. The transformation of villages in cities, the development of real estate, the prosperity of economy, the perfection and expansion of two wholesale markets, and the maturity of various surrounding markets have attracted a large number of Chinese and foreign investors to Shijiazhuang, and the household registration policy in Shijiazhuang has also been liberalized, so more people have settled in Shijiazhuang. Then, if they want to settle down, they must have a house and the real estate industry will flourish. With a house, home textile products are necessary. they

Most of them belong to high-end consumer groups, and the rise of professional home textile retail places is inevitable and market demand.

5. Advantages of a wide range of production and consumption groups

The main body of our project is to build a high, middle and low-grade home textile mall. The purpose of the requirement is: anyone who needs home textile products will come to our shopping mall with satisfaction. Home textiles have a large profit margin and are very attractive to manufacturers and businesses. They have the motivation, the market has the demand, so we, as a bridge shopping mall, show its importance, and naturally we can easily get some profits and some relatively solid profits.

Third, the market prospect.

On the premise of stable economic development, it is conservatively predicted that the development of home textile shopping malls will become an upward development in the 30-degree competition during 2006-20 10. The decisive factor for us to enter this market will be the recognition and support of suppliers and consumers.

1. Market distribution

Our main target markets include these three aspects:

1. High-end goods. Make full use of the popularity of domestic famous brands and expand the influence of our shopping mall in the market. Meet the needs of high-end consumers. The share of this kind of goods in shopping malls reaches about 30%.

2. Mid-range goods. This kind of goods account for a large proportion of consumers' consumption demand, and the suppliers of this kind of goods are mainly small and medium-sized formal knitting enterprises, so it is necessary to stipulate their product quality, quality and market fashion requirements. So let this part of the goods account for about 45% in the mall.

3. Low-end goods. Suitable for the needs of consumers with low living standards. The requirements of this kind of goods are higher than those of other kinds of goods. Ensure its quality while ensuring a lower price. The suppliers of this kind of goods are mainly some small formal knitting factories. Don't give up quality requirements in pursuit of low prices. The share of this kind of goods in shopping malls reaches about 25%.

Article

industry analysis

The increase of per capita income and the improvement of per capita consumption power drive the domestic textile market to grow at an average annual rate of 20%, and the sustained and rapid growth of the home textile market is the result of the improvement of per capita consumption power. The increase of per capita income improves consumption capacity, which is mainly reflected in the improvement of consumption grade and consumption frequency. From the consumption-driven point of view, the growth of new house sales area is the key for us to study the growth of home textile market. We found that in the past 10 years, the housing sales area increased by 24% annually. The increase of new housing area is the main driving factor for the growth of home textile products, and the increase of consumption level with the increase of per capita purchasing power leads to the increase of consumption frequency, which is the secondary direction for the growth of home textile products.

From the perspective of population structure, the population aged 16-23 accounts for 19.7%, and the next few years will be the wedding peak of the post-80s baby boom.

On average, 2,000 to 4,000 couples get married in Zhenxiong every year. Based on 800 yuan, where every couple spends on home textiles, the market capacity of this market alone is 2.4 million every year. In addition, in recent years, the rapid development of the county's real estate market, the improvement of residents' housing conditions and the improvement of economic conditions have made the market situation of the county's home textile industry considerable.

market analysis

At present, the low-end consumption of the bedding industry in the county is mainly concentrated in the farmer's market, and the high-end products are distributed in the business circle of the county. However, with the improvement of people's economic situation, the requirements for the quality, style and function of bedding products have also increased. The original home textile shops and farmers' market shops can no longer meet the consumer's choice requirements for the quality, style and function of home textiles.

Medium-and large-scale home textile stores with high-end consumption.

Consumer analysis

Generally, the consumers of home textiles are women aged 25-45, who are married or about to get married. Understanding their consumption psychology and behavior can better promote sales.

The general consumption patterns of female consumers in this age group are as follows:

1, partner consumption 2, impulse consumption 3, feeling shopping 4, comparative consumption 5, relationship consumption

So for us, how to consider indoor decoration, decoration, commodity display and other aspects according to the habits and psychology of female consumers, and how to establish a long-term and stable relationship, which may be a friend relationship or a relationship outside the business, will directly affect the continuous sales of products.

market positioning

Based on the above analysis, there are no large and medium-sized home textile shops in the county, and with the improvement of people's quality of life, the middle and high-end consumption in the home textile market will gradually occupy market share. Therefore, it is necessary to invest in this market gap and consider the feelings of women aged 25-45 in the county on high-end consumption, store decoration, decoration and commodity display, so as to win the market.

According to the above analysis, combined with its own market positioning, the basic direction of opening a store is formulated: storefront decoration.

Decoration should be from the perspective of female aesthetics, and the appearance should be eye-catching. The store is divided into several bed exhibition areas, which are roughly divided into fashion series; Elegant series; Wedding series, European series. The number of product display cabinets should be large, so pay attention to placement.

Products on display

1, maximization principle

The goal of home textile display is to show the best effect with the smallest space and increase the number of goods displayed on the shelves as much as possible. Only by displaying home textile products to the maximum extent can customers have the opportunity to know more about the products and the sales of home textile products will increase.

2. The principle of "focusing on light, focusing on light"

It is convenient for customers to take heavy and big goods and small and light home textile products, which is also in line with people's habitual aesthetics.

3. Pay attention to principles.

When displaying a series of home textile products on the pile head or display shelf, we should not only complete and maximize the variety, but also highlight the position of the main product and put the main product in the most conspicuous place. Red flowers need green leaf lining, so that they can be clearly defined and made clear to customers at a glance.

4. The principle of reaching for it.

Home textile products should be placed in the most convenient and accessible places for customers, and effectively displayed according to the different age and height characteristics of major customers, especially children's home textile products.

5, the principle of cleanliness

No matter what kind of goods are displayed, it is most basic to ensure that all the displayed goods are clean and tidy. Only by keeping every corner of the home textile shop spotless will we leave a good impression on customers and arouse their desire to buy.

6. Scene display

Scene display refers to the use of objects, decorations, backgrounds and lighting to form scenes with different seasons, different living spaces, different natural environments and different artistic conception, giving people a feeling of strong life atmosphere. Pay attention to the embodiment and innovation of realism, so that people can not only get inspiration and aesthetic enjoyment, but also have a sense of being there. At the same time, it vividly explains the purpose and characteristics of the goods, thus playing a guiding role for customers. product pricing

1, mantissa pricing. The price of mid-range products is set at 298 yuan or 299 yuan instead of 300 yuan, which is the choice to adapt to consumers' purchasing psychology. Mantissa pricing gives consumers the illusion of being "cheap", and promotes sales by comparing the positive reaction of 300 yuan.

2. Prestige pricing. This pricing method has two purposes: one is to improve the image of the product and explain its valuable and famous quality with price; The second is to satisfy the buyer's desire for status and adapt to the buyer's consumption psychology. Product inventory

Two indicators of reasonable store inventory are:

First, meet the daily sales demand, ensure the sufficient supply of goods sold in the store, and put an end to the loss of customers caused by shortage.

Second, the capital occupation is reasonable, and there is no huge backlog of goods.

Generally speaking, according to the inventory ratio of monthly sales, the monthly inventory should be around 1: 5.5, which is a reasonable ratio and can meet the sales demand; When the sales amount: inventory amount exceeds the ratio of 1: 1 1, it is an early warning signal that the inventory exceeds the standard. Developing good storage management habits is of great help to inventory management.

1, good storage environment: ensure that there is no direct sunlight in the warehouse; Good ventilation; No pests and rodents; Keep the warehouse environment clean and tidy;

2. Convenient and quick pick-up: inventory is sold for service, so the first principle of inventory management is convenience, and the goods must be placed where the sales staff can get the goods in the shortest time.

3. Classified placement: Divide the inventory area of each category according to the different classifications of commodities. Inventory areas can be distinguished according to bedding, towels, etc. Or divide regions according to different brands; However, in order to shorten the service time of sales staff, I still suggest that the inventory goods should be classified according to the best-selling goods and plain goods.

4. Periodic inventory: The purpose of periodic inventory is to ensure that the accounts of the inventory goods are consistent. Operators can find out whether the structure and proportion of inventory are reasonable in time by taking regular inventory every month, which lays a good foundation for inventory management. 5. Follow the first-in first-out principle to ensure the renewal of goods: Although there is no shelf life problem for clothing products, we still follow the first-in first-out principle for some light-sensitive products to avoid the loss caused by discoloration.

Goods control of inventory

1, do a good job in sales statistics, analyze the consumption habits of customers in home textile stores, and understand the preferences of most patrons for different styles, sizes and colors in the way of managing home textile stores, so as to solve the inventory problem and make targeted purchases;

2. Strengthen the training of salespeople's sales skills, so that salespeople can find the right customers to consume according to the characteristics of goods on the premise of respecting customers, instead of letting customers choose goods according to their personal preferences; Service requirements and personnel requirements

Push the door to enter, product consultation, product transaction, payment, delivery, push the door to leave. Good service is to solve the service impression left by key contact points to consumers. Refine the services in each program. Make use of the habits of local consumers, try to leave a pleasant feeling for every customer who enters the store, but also pay attention to keeping a proper distance from customers and giving them room to think.

Excellent shopping guide, her ultimate goal is to sell goods! But selling goods can be achieved not only by having a good service attitude. Other factors are also needed.

A good set of words

Shopping guide is the first introducer of the brand to customers. How to win the trust of customers is the key to the success of shopping guide!

When training shopping guides, enterprises often simply instill some basic industry knowledge and product knowledge into shopping guides and ask them to improvise in their future practical work. This leads to the fact that the shopping guide can't speak in the actual shopping guide, and even the preface doesn't match the latter. This will inevitably lead to consumers' dissatisfaction with the brand and even distrust.

In the home textile terminal, we can often find that some shopping guides will only mechanically recite some basic and rigid knowledge when shopping for customers, but can't grasp the real needs of customers. This has led to a large number of customers losing.

Therefore, it will be said that it is only one of the most basic qualities of a shopping guide. But talking doesn't mean talking. "Talking" means putting words into customers' hearts, thinking about customers' thoughts, grasping customers' deepest thoughts and recommending products to customers in an expert tone. Only in this way can we really recommend the goods to them.

Therefore, "a good set of rhetoric" is particularly important in the training of shopping guides. This is an important link for consumers to remember product features and stimulate their desire to buy.

During the training of Caiyi home textiles, Shanghai Super-limited War Planning Agency tried its best to turn the shopping guides into "color experts", which not only instilled their basic knowledge of home textiles, but also passed on the knowledge of color to women's peripheral industries, such as beauty, clothing, home, etc., in line with their image as home textiles color experts, so as to serve consumers with the eyes of experts in the actual shopping guide work!

A pair of keen eyes

A good home textile shopping guide should not only be able to speak, but also need to develop keen eyes. Of course, the eyes mentioned here don't mean good eyesight, but keen insight.

From the moment the customer enters the door, the shopping guide needs to observe her carefully and make a rough judgment on the customer's identity, status and whether to buy directly in the shortest time. With customers

A series of actions and make corresponding responses.

People are divided into three classes, so are customers. As a high-value durable product, home textiles are often used for different purposes after customers buy them back. There are gifts; Have their own uses; Wait a minute. It is precisely because there are so many purchase purposes that their budgets are different when buying home textiles. If you can't judge the customer's needs keenly, you will definitely lose this customer for nothing. For example, customers who buy bedding because of marriage are recommended an ordinary household bedding, and the result can be imagined, which may also make customers distrust your brand and feel nothing special.

Therefore, a good shopping guide can judge the customer's consumption type and purpose from the customer's clothes and conversation through careful observation, so as to recommend it selectively in the process of shopping guide. This makes it easier to promote their purchase.

Sharp insight can not only get twice the result with half the effort in shopping guide, but also find trading signals in time. For example, if a customer is eyeing a product, a good shopping guide will judge that the customer is interested in the product, and then take the initiative to make a skillful shopping guide to facilitate the transaction.

A set of interactive shopping guide skills

At present, the homogenization of home textiles is quite serious. In order to enhance customers' attention and win more consumers and fans, it is necessary to give consumers unique and valuable benefits and provide a new way to contact potential and existing target consumers, and interactive shopping guide can undoubtedly do this.

It can * * * consumers' senses and emotions, shape consumers' thinking identity, quickly establish brand awareness in consumers' minds, and change consumers' consumption behavior.

1, sensory experience

As the saying goes, seeing is believing, but listening is not. Even if the shopping guide doesn't say anything, it's better to let the customers experience it for themselves. We know that the most interesting things about home textile products are styles and patterns, followed by internal quality and other issues.

Therefore, at the same time of shopping guide, we can directly quantify the shopping guide content on the product by some means. For example, a home textile brand, in order to prove the credibility of its fabric quality, deliberately placed a magnifying glass on the bed for consumers to observe the fineness of the fabric through the magnifying glass, thus winning the trust of consumers.

Secondly, the products will be displayed in the exhibition hall according to the actual use mode, and consumers will be invited to personally touch and use the home textile products, feel the real use effect and experience the advantages of the products personally.

In a word, no matter which way is adopted, its purpose is to fully display the products to consumers through senses such as vision and touch, so as to make the core appeal of the brand more prominent, let consumers have a more comprehensive understanding of the products and let consumers feel the uniqueness of the home textile brand from the bottom of their hearts.

2. Emotional needs

According to the survey, more than 90% of the people who buy home textiles are women, and women are emotional animals. Therefore, in home textile shopping guide, we can start from consumers' psychology, grasp consumers' emotional needs, and ask products to meet their needs, thus affecting their impression of products and producing great appeal and influence. For example, in the shopping guide skills planned by Shanghai Super-limited War Planning Agency for Caiyi Home Textiles, we firmly grasped a basic element that attracts consumers' attention in the home textile industry-color. In the process of shopping guide, according to the different needs of customers, we can find products that meet their identity and aesthetic taste, as well as the feelings brought by color, including mood and life, and give the products certain characteristics. This will arouse the interest of consumers and promote sales.

3. Implantation of values

Home textiles have gradually evolved into the expression carrier of people's own identity, status and taste. It began to convey consumers' pursuit of beauty and an attitude towards life.