In order to organize his business, an aspiring entrepreneur analyzes its demand. If you do not take into account how in demand the product that you plan to sell in a particular area is, then there is a high probability of not being successful in this business. If you decide to open a children's shoe store, the first thing you should do is study the demand. First, you need to find out how densely populated the area in which you plan to open a store is. If this is a new residential area, then there are probably many families with children, on the contrary, if this is an old area, with poor infrastructure, in which there are no kindergartens and schools, then there will be much fewer buyers. The second thing you need to analyze is the competition. It is imperative to find out how many direct competitors there will be in your area. If you are planning to open a store in a shopping center, you should also take into account how many children's shoe stores there are in this center, what kind of shoes they sell and at what prices, find out what trademarks they have and which ones are the most popular in your area. It is better to start trading with the most popular models. Study reviews on the Internet, you can simply chat with mothers in the nearest sandbox. If you have your own child, then answering this question will not be difficult.
Buy with your eyes
Having decided on the location of your store and identified the most popular models of children's shoes on your own or with the help of consultants from a wholesale company, such as our online store of children's clothing and shoes "Botika", you need to think about the design. The first thing customers see is the sign at the entrance. The sign should be informative and pleasing to the eye. It is better if the main background is light enough and the inscriptions are bright, indicating that children are welcome here. We also decide on the interior of the store, which should be a continuation of the exterior sign. The peculiarity of a children's store is that it should be designed for both children and their parents. The height of the shelves should be slightly lower than in regular stores, selling adult shoes. Accordingly, for children preschool age It is better to place shoes in the area of their eyes, at a height of 1-1.4 meters. The store should be light and cozy, with light, unobtrusive music possible. For ease of fitting, there should be soft, pleasant-to-touch ottomans. Every pleasant sensation, be it visual, auditory or tactile, must be pleasant so that the buyer wants to return to this store. In addition, the space should be as safe as possible for children. Shelves and racks must be securely fastened and have no sharp edges that could be dangerous.
The seller is the face of the store
And, of course, one of the most important components is recruitment. Nowadays there are not many professional salespeople who are trained in the technology and psychology of sales. Most likely, you will have to train your staff yourself. Many novice entrepreneurs complain that as long as they stand behind the counter themselves, everything goes well, but as soon as they hire someone from outside, sales drop. This happens because you yourself are a deeply motivated salesperson. Your task at the initial stage is not to go into the red, to earn the trust of customers, to “get” regular customers. Therefore, when hiring an outside seller, it is recommended to also provide motivation for them, that is wages The salesperson must depend heavily on sales. In addition, you will have to be a real psychologist, understand how adequate the person who gets a job with you is, his social portrait. His attitude towards people in general is also important. If this person is a sociopath or aggressively opposed to society, then you should not hire him. It is also worth recognizing a lazy person right away. Many entrepreneurs agree that young people do not have enough desire to work and only want to earn money without really bothering themselves. There is some truth here, but still each person is individual. And young people are often more active and ambitious, which is why they make their way. Here it is important to teach staff to work in accordance with existing sales technologies, which include four stages of sales: preparatory, product presentation stage, working with objections and completing the sale. In the first preparatory stage, not only the seller works, but the entire premises. The premises requirements are described above. It also affects what assortment will be in your store. As already advised above, it is better to start with the most popular brands of children's shoes, gradually introducing new, less recognizable brands. The price is also not unimportant. Moreover, if your store is located in the city center, in a large shopping center, you can collect the highest quality and most expensive shoes, and if your store is located in a residential area, where purchasing power population is not so high, then it is better to focus on high-quality, but not expensive children's shoes.
Many sellers of children's shoes, in order to avoid possible confusion and red tape, are looking for a supplier who will fully satisfy the needs of their store. Our wholesale store children's shoes "Botika" has in its assortment many models of children's shoes from domestic and foreign manufacturers, many of which are known to customers and are in constant demand. There are also cheaper models that are affordable for buyers with low purchasing power.
The managers of our online store are competent specialists who will help you navigate the variety of models of children's shoes presented in the catalogs. They will tell you which models are in best demand in a particular season and will help you form the assortment of your store. Our success is interconnected with your success, so we strive to make cooperation with each client the most comfortable and mutually beneficial!
Children's goods are a very profitable trade segment. Many entrepreneurs, especially women, choose this niche due to the constant demand for the product. In this article we will talk about how to open a business selling children's shoes and what methods to promote it in your city.
Business format
Why children's shoes? The answer is simple, children are constantly growing, and shoes are bought for them at least 3-4 times a year, and the next season they are too small again and parents go for another pair of boots or sneakers for the baby. The demand is very high, but the competition is not small, so only with the right approach can you get good results in the sale of children's shoes.
Here are a number of basic work formats:
— trade in the clothing market. Typically, such outlets sell cheap shoes, but there is always a demand for this product. For an entrepreneur, this type of trade is the least expensive, since you can spend a minimum on rent and advertising.
— renting a store in a shopping center. Also a good option, especially if the shopping center has been operating for several years and has regular customers. In this case, you will also save on advertising.
- a separate store. It’s more difficult here, because to attract clients you will need to actively work with advertising, and this always means extra money. But if the product is unique or the store has a narrow focus, for example, only sports shoes for children, then yes, this format of trade is quite suitable.
— sale of used children's shoes ( commission shop). Also a wide niche, especially in times of crisis. The main thing is to work with goods that are not very worn out and offer discounts to your customers.
— trading on the Internet. Having your own website or promoting groups on social networks can allow you to earn good money with minimal start-up capital, especially for beginning entrepreneurs. You will be able to test the niche and get regular customers. Over time, you can launch an offline store.
As you can see, there are many formats, you just need to choose the one that suits you.
Search for premises and purchase of equipment for trade
Before you open a children's shoe store from scratch, you will need to take care of the most important thing, namely the selection good place for trade. We have already written above that with such a product it is best to rent retail space either in already promoted shopping centers or in clothing markets, where there is a constant flow of customers.
The size of the premises for selling children's shoes should be from 25 sq.m. This area is most optimal for demonstrating the main range of products.
The first thing you will need from retail equipment are racks with shelves on which the goods will actually be placed. They come in both wooden and glass versions.
Also, you need boxes to store the entire line of sizes and a special stand for selling sports shoes.
Also consider what you will need to organize. workplace for the seller.
Assortment and suppliers
The business of opening a children's shoe store requires a very careful analysis of the market and the compilation of a high-quality assortment of goods. People love choices and your goal is to give them that choice. When analyzing competitors, you first need to pay attention to the following main factors:
- product quality
- price segment
- availability in stock
- Are there any discount and promotion programs?
- weak points in the assortment.
Your goal is to improve the assortment and provide the buyer with the most profitable and high-quality options in a different price range.
- winter shoes
- demi-season shoes
- sneakers
- shoes
- rubber boots
- baby booties
- Crocs
- slippers
- Czechs
- summer shoes
- flip-flops and more.
Additional assortment in the business of selling children's shoes may include shoe care products and accessories, socks and more. It's up to you to decide whether you should install the entire range at once or start working with a narrow segment of categories. Much will depend on starting capital, and sometimes this option is the most promising.
To find suppliers, you need to go to clothing wholesale markets and look for those suppliers with whom you will cooperate. So, for example, there you can evaluate the quality of the product and agree on favorable conditions procurement.
There is also a search option sales representatives large manufacturers children's shoes in your region, and start collaborating with them.
Advertising
Like any business, a children's shoe store requires investment in promotion to attract customers and form a base of regular customers. Here is a list of basic marketing techniques that you can apply and determine for yourself whether it is profitable for you to use them or not. Over time, you will create the perfect “mix” of advertising that will give the maximum effect for the money invested.
- advertising in local media;
- distribution of discount flyers
- banners around the city demonstrating the discount program
- advertising on the Internet. This includes search engine promotion and contextual advertising.
- promotion of specialized groups in social networks. After all, children's clothing is one of the goods that is profitable to trade on the Internet.
At first, you will need to include enough serious investment V advertising campaign. Over time, word of mouth will work for you and young parents will recommend your store to each other, provided that the product is constantly updated and its quality is maintained.
How much money do you need to start?
It’s not enough to say that I want to open a children’s shoe store, I need to calculate everything correctly and take into account the entire sector of costs for organizing this business. Depending on the level of investment, store location and assortment, starting investments can vary significantly. But we give you a list of the main expenses.
- Room rental – $200 – $250
- Taxes - $150
- Salesperson salary - $200
- Initial purchase of goods – $12,000 – $18,000
- Purchase of equipment – $1000 – $1500
- Advertising – $450 (+ online advertising)
- Transportation costs - $60.
How much can you earn?
Everything will depend on the assortment, choice of trading location, customer service and other factors. In our business ideas section, we indicate only the average markup on the product, which in the case of children's shoes will be 45% - 90%.
From these figures, you can estimate what sales volume can ensure your store's profitability.
The demand for shoes for children will always be quite high. Children are constantly growing, so we have to buy new things every season. This is the main reason for the constant influx of customers into stores offering high-quality and inexpensive children's shoes. That's why the idea of opening a children's shoe store is becoming so popular among businessmen. Let's take a closer look at this business.
What are the advantages of business
Specialized children's shoe stores have many advantages. The main one is the ability to focus on expanding the range for children different ages. However, it should be noted that currently competition in this industry remains quite high. For this reason, the issue of opening your own business of this kind from scratch must be approached very responsibly.
The most successful option would be to open an individual entrepreneur, which is primarily due to the peculiarities of accounting and taxation of enterprises of this form of ownership. It should also be noted that when selling children's shoes, a license is not required, but all products must be certified. Also, to register an enterprise, you will need to obtain permission from the SES and the State Fire Inspectorate.
Convenient location for a children's shoe store
One of the most important tasks on the way to creating profitable business is to attract maximum client flow. However, in a highly competitive environment, certain rules must be followed to solve this problem. First of all, you will need to find a suitable premises.
- It is best to locate your store closer to the city center or in a residential area next to a road that is in the path of most people. Open children's store, offering a rather modest assortment, and relying only on residents of nearby houses will be unprofitable for you from an economic point of view. Large stores with a rich assortment they may simply overwhelm you.
- It is profitable to open your own shoe store in a fairly large area. It's best if trading floor will be more than 80 m 2. You will also need a warehouse, a bathroom and a utility room.
- It’s not worth investing a lot of money into the design of a room. It's better to do everything neatly and neatly. To attract little customers, you can use images of cartoon characters, purchase bright shelves and a large TV so that during fitting the kids watch cartoons and don’t get capricious. One more interesting idea– dress up sellers in different costumes. For the sake of going to such a store, children become obedient and calm, and parents will be happy to come to you again.
Selection of reliable suppliers
Another important step on the path to creating your store from scratch is searching for suppliers. It is best to choose four or five well-proven partners. Working with one or two suppliers has a significant risk of becoming highly dependent. In this case, if force majeure occurs, you will have nothing to offer your clients. It must also be said that cooperation directly with manufacturers has significant advantages.
- By organizing cooperation directly with a shoe sewing workshop, you can save a lot, since any wholesalers still charge their own markup.
- People have always appreciated interesting and unique things. Having hired good designer, you will be able to place orders for original shoes, which will be produced especially for you. These shoes will not be available anywhere else, so your customers will come again and again.
Among the stores, the most popular and well-proven shoes are brands such as “Kotofey”, “Zebra”, “Lel”, “Shalunishka”, “Antilopa”, “Top-top”.
Regarding the assortment, among children's shoes you can offer the following product categories:
- Czechs;
- slippers;
- booties;
- low shoes and demi-season shoes;
- summer shoes and sandals;
- footwear for active recreation, sneakers, sneakers;
- boots;
- boots, ankle boots;
- accessories, shoe care products.
Typical projects of children's shoe stores
The range of products can be designed for children from birth to 12-15 years. It is recommended to update the assortment at least every three months: in January, March, late May, August and November. For out-of-season shoes or models from previous years, you can reduce prices and organize special promotions to attract customers.
Necessary trade equipment
To open a children's shoe store, you should purchase hanging shelves for shoes, racks, mirrors, and display cases, which will display related products, for example, various accessories, shoe care products, and children's toys. You also need to buy mats, fitting chairs, cash register, computer, table designed for displaying goods. Moreover, it is necessary to buy benches for children and comfortable sofas for adults so that guests of all ages are as comfortable as possible. It is best to choose bright furniture that your little guests will like. The amount of equipment is determined by the size of the store and the features of the assortment.
It would be a great idea to organize play area, so kids can have fun and socialize while parents choose the right shoes. Then a trip to the store for your customers will turn into family vacation, and they will be happy to come back to you again.
Overall worth buying good equipment and furniture should be allocated about 200-300 thousand rubles.
Composition and selection of professional personnel
To open your own shoe store, you will also need to recruit staff. First of all, you need to find three or four consultants. She must have such qualities as politeness, neatness and, of course, love for children. Each consultant must have good knowledge of the part of the product range for which he is responsible. As a rule, customers are interested in what material children's shoes are made of. Who is the manufacturer, how to properly care for it, and so on. It is worth dividing the entire assortment between employees into categories, for example, sports, classic, summer shoes and so on.
The best option would be if the wages are piecework with a fixed part. This option is very beneficial for both you and your employees, since they will always be sure that they will receive payment of at least the guaranteed portion and will be interested in improving sales.
At the same time, sellers must take part in resolving certain issues: which models need to be purchased, in what quantities, how best to arrange them, which sizes sell out faster, and so on.
In addition, you should hire an accountant, a cleaner and support workers. At the initial stage, all management functions must be taken over. Subsequently, when the opportunity to expand arises, you will have to look for a good manager.
What and how to attract customers correctly!?
Of course, open successful business It’s simply impossible without advertising. To promote your store, you can use any type of promotion: television, newspapers, magazines, radio, banners, signs around the city, website creation. In addition, do not forget that the store facade itself can become great advertising. If you decorate the door as a gate to a real castle, the kids will be simply delighted and will not be able to pass by. Promotions, a discount program and various bonuses and gifts will help attract the attention of customers.
Financial plan for a children's shoe store and its profitability
Of course, opening your own shoe store for children without starting capital seems impossible. First, let's try to roughly calculate the required minimum expenses to start a business. The exact amount for each specific case can be calculated only when you have found a suitable location for the store, know the rental amounts, and have also decided on suppliers and the range of products offered. Note that the presented calculations are quite conditional.
Expected running costs:
- rent - from 50 thousand rubles;
- utility bills– 15 thousand rubles;
- staff salaries – from 120 thousand rubles;
- purchase of equipment – from 200 thousand rubles;
- promotion and advertising - 20 thousand rubles;
- purchase of goods - from 300 thousand rubles;
- other - 20 thousand rubles.
As a result, to open a business you will need an amount of 725 thousand rubles. If you make up detailed business plan, you can get a loan from the bank to open a small business, which will become your starting capital.
The business of selling children's shoes is highly profitable. According to calculations, the average profit per month reaches 300 thousand rubles. for an average store. Of this, net income comes out to about 100 thousand rubles. As a result, the average payback at stable work is approximately 7 to 12 months.
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