With the rise of the middle class, men improved quality of life is to start a clear sign of stress quality of life of clothing, perfume and other goods demand also began to have a model to pay attention to details from the elegant and refined direction. Men’s fashion the Hermes Wallets enormous opportunities in this market seems ready. Linjia Chun’s “men100 man tribe” men’s fashion store is one of the pioneers in this market.
Men’s fashion into a sunrise industry
Nature beauty like a girl, the eyes of many businessmen live female Hermes Scarvespurse, but often neglected the presence of men. In fact, research shows that more men than women beauty. As we all know, in the animal kingdom, males more beautiful than the female, lion, peacock, eagle, etc. just a few. It is said that the reason is because the hormone secretion. Can say: the man is the first practitioners cosmetic act.
Appearance is one of the first card, with the young and decent appearance, there are always more opportunities. Today’s society, men need to compete in front of all their lives, and strive to air our own, to sell yourself. An image of the slovenly, face pale, spiritual decadence of man, how much credibility people? One always clear refreshing cool, neat, well-dressed men, make women more satisfaction, sense of security, he is bound to be more potential for success of the road.
Lending a male fashion as men will kill weapons. However, the opportunities for male fashion, the industry does not seem to give a full understanding enough. Focus on traditional markets in the struggle, the men in this market is the industry intentionally or unintentionally ignored, or simply time to pay attention. However, the fact can not be ignored is that those who have been referred to as the “new middle class” of men, abundant in pockets on the fashion consumer as well as grab the initiative.
Not long ago, the United States “Happy” magazine published a group of figures – the U.S. men’s annual consumer spending in the beauty of 95 billion into the salon every four people in beauty, there is one of them men. Japanese men, especially young people, is no longer a random house barber shave or haircut, but choose their own beauty salon and beauticians in order to leave a clean and decent people a good impression. This reflects the increasing emphasis on men instrumentation. Most men also believed that women were attracted to bring their own eyes can give self-confidence, the more the inner beauty shine out, the man the more positive attitude towards life.
In China, the Shanghai Hair & Beauty Association, said the Secretary-General Zhang Xiaoling, in fact, man beauty has become one of the international fashion trend. Shanghai male beauty spent a year in more than 2 billion yuan and an annual rate of 20% is growing. At the same time, more and more international brands launched the Men’s exclusive cosmetics. Shiseido Men series such as introduction of competitive and JS Chun Shih series, L’Oreal Group launched Biotherm cosmetics, men’s series, are welcomed by the men; Ni Weiya company is the big winner, it belongs Beiers-dorf male cosmetic products in the world account for a large share of the market. France, general manager of a leading cosmetics company gucci said: “We believe that men’s skin care market is a wide road, which is a sight to be true of the mining market.”
However, despite the broad market prospects, but now both walking down the street, or shopping malls, are a woman blowing supplies, but supplies are very few men, almost submerged in women with different kinds of commodities, Men’s skin care products, in particular, set up specifically for men, shopping is less.
As the men and women need different products, like the shopping environment is different, but the majority of cosmetic stores are now opened for women. Even in some of the more commercial fashion, but also to male and female together to sell cosmetics, men’s skin care is not only not a professional guide, and many men shy, or not used to buy in this environment products and associated consulting.
So, opening a men’s fashion store exclusive right time.
Lock high-grade consumer, who
Linjia Chun was the first to realize that one of the huge market opportunities. As early as 2005, in Shenzhen hard for many years, he emerged from the side of the male supplies more and more aware of advertising on this huge potential market. As the saying goes, “early bird gets the worm”, in order to gain a firm foothold in a market, they go in front of other competitors. Lin Jiachun do not want to follow other people picking other people left over after leg bone, he wanted to walk in front of the industry to do the pioneer and leader in this industry. June 2005 Lin Jiachun in Shenzhen opened a men’s fashion store “men100 man tribe”, the first step out of his career.
The store opened at the same time, “men100 man tribe” of the network stores, electronics home page, blog set up at the same time. Months before opening, Lin Jiachun have many forums in the network, the community widely publicized, so “men100 man tribe” after winning the opening of many consumers, cost recovery has been less than six months, and the formation of a group of relatively fixed customer base . Can achieve such a result, Lin Jiachun not surprised, because he felt it a natural thing. This is mainly attributed to three points:
First, the “man tribe” positioning clear. From the male consumer demand and spending power of both into account, Lin Jiachun that men mainly consumption goods store should be about twenty-five to forty years of business-type men. In fact to “man tribe” where shopping is a group of people.
Second, the fitting atmosphere for the successful male line shopping psychology. Not a mature male is willing to open stores in the neighborhood streets to buy supplies, so operating areas should be selected in the city center, 40 square meters entrance hall decorated in a simple and neat, elegant, reflecting masculine men, so male customers is more willing to patronize.
Third, each carefully selected products, and variety of products. “Man tribe” has operated authentic brand name goods, and work better, although not the blind pursuit of brand-name products, but will also not even a brand, which is the key to reflect the men’s taste.
“Man tribe” in specific and general business men can bring out the personality of a variety of quality decorative items, such as: rings, necklaces, tie clips, brooches, cufflinks, belts, bracelets, chains, lighters, cigarette holder, the money clip, button, the addition also operates a variety of male skin care products, sections of the perfume, men underwear.
In addition to the popular success of these tips, the Lin Jiachun have their own nirvana. That Lin carefully selected staff.
Lin Jiachun very proud of his heavily recruited to these staff, who demand not only know the book up to management, image quality is superb, understanding, and requires the United States and fashion are more sensitive to colors, rituals, and familiar. Men can come to shop for men or women shopping with providing recommendations to those able to explain the meaning of fashion and the story behind them is not just a salesperson, it is a male fashion tastes and cultural communicator. Courteous staff to the men who come to buy the real from the service, also felt the taste. The so-called “money service” It is in this case, many customers just curious to see the original, the result of unknowingly buying a lot of supplies on and continue to bring people around to buy. This makes the customer base growing, business is getting better. So even though Lin Jiachun pay monthly to give each staff around about 5,000 yuan a month, he also felt very value.
Mo ignore future planning of the site
Although “man tribe” from the operation will be opened at the way the water flows downwind, turnover step Jian Zhang. However, Lin Jiachun did not expect, is the so-called “One hour, lose the whole game”, because his did not notice a detail, making his first opened the store in the destroyed after 8 months.
The reason lies in the location of the. In terms of any one retail store, location is the first one, to know the choice of shop is a long-term investment, which ties the store’s future economic and development prospects. If the shop is not properly selected, any “profit”, “development” will be a talking shop. Men’s fashion stores as well.
Lin Jiachun also well aware of the importance of site selection, site selection to find shop spent much of his time and energy, in comprehensive consideration to their own circumstances and men’s fashion consumer groups after the goal, Lin Jiachun his own election in the shop a more prosperous commercial pedestrian street, surrounded by a number of clothing stores, jewelry shops, where people traffic flow, and some more from the spending power of certain fashion-loving crowd, many of whom are men’s fashion products target customers.
At first glance, this place is very consistent with men’s fashion shop in the shop. However, Lin Jiachun ignored this place for future development. So this film commercial street in the Government’s urban planning, one year will be a wholesale market of electronic goods. With the establishment of the wholesale market of electronic goods, fewer and fewer people come shopping, “man tribe” has a geographical advantage gone before, Lin Jiachun only 8 months after the opening of stores purchase, start all over again.
“Eat a cut, a lesson,” “Where fall, get up from where”, although his first store failed, but Lin Jiachun still optimistic that the market men’s fashion. Second “man tribe” Lin Jiachun is intense preparation.
With the failure of the first, Lin Jiachun aware of their second store to choose a more prosperous, more upscale business district, some large high-end department stores is the Lin Jiachun choice. But also the future development of the business district, Lin Jiachun more attention.
An old saying: “days as location,” Sun Tzu said: “All military forces of the law … … to no homes destroyed, Qu to co-pay, no Jedi left, around to the plan.” Grandson of this passage highlighted location in the combat The importance of the business location in the same application. “Collapse to no care”, that is, the more remote, non-market potential, traffic inconvenience, the external environment where bad, not shop, in particular food category is not appropriate to open stores; “Jedi without leave” and, if not blindly open the one store, after one or two years of market development is still at a loss, it will have to adjust early, disposed of unprofitable stores, in appropriate locations to reopen a; “around to the plan”: if you open city spaces Home bustling place, but the competitors are many, their territories, they resort to plan operations, surprise attack.
Market investment and risk analysis
Male fashion monopoly, this is an urgent development of the huge market, to open a shop need to invest so much, Lin Jiachun own experience made a more detailed analysis.
Site rental
The goal of male fashion consumer is 25 years old to 45-year-old man of fashion success, fashion and taste is the key, and the places where these people more than in the high-end shopping areas, location of natural but also in such places, and area should not be too small, or else look small and mean, not generous. Lin Jiachun the “man tribe” of 40 square meters, 10,000 yuan per month for rent. But he feels this is a bit small, he suggested that the strong financial investors can expand its shops to 100 square meters, do not worry too much investment, because the market sufficiently great, to do is to operate can definitely get more benefits.
Cost of fitting shelves
Men fashion shops decorated with simple, generous, elegant main, how much depending on the specific individual circumstances. Lin Jiachun 40 square meters of shop shelves and decoration costs spent 100,000.
The first inventory
Because the male fashion is generally more expensive, higher grade, so the first occupation of the capital stock more. Lin Jiachun the first batch of 40 square meters of store inventory was 100,000 yuan.
Staff costs
Lin Jiachun the secret of success is his outstanding staff, two staff salary expenditure per month basic salary plus bonuses, an average of 10,000 yuan.
Water and electricity charges
Utilities, tax, management, including posters, flyers and other advertisements of all charges 500 yuan per month more than enough.
Profit
Profits mainly come from the merchandise sales. Lin Jiachun introduction, the first shop before assignment of the average monthly turnover of 80,000 yuan, the profit margins for each commodity is different from 30% to 50%.