Trade is one of the most popular sources of income. If you are interested in an activity own business, consider opening a china shop. Draw up and carefully work out a business plan for a kitchenware store, and the result will not be long in coming. Try opening a store and it will become your reliable and constant source of income.
Why is it profitable to sell tableware today?
Firstly, people have always had, have and will have the desire to stand out from the crowd. Every housewife is always happy to surprise her guests and loved ones by serving both a festive and everyday table. An important role in the tableware business was played by the Soviet shortage - a time when people had a desire to be different, but this was impossible for one simple reason: everyone ate and drank from the same cups and plates, because there were no others at that time. Therefore, nowadays it is very valuable for people to have something beautiful and unusual in their home. This also applies to dishes.
Secondly, the sale of tableware is significantly influenced by social factors. Luxurious dinner sets are must-have wedding or housewarming gifts. The more people buy houses and apartments, the more the demand for kitchenware for furnishing new housing increases.
Third, constant change fashion trends always entails a demand for dishes. Now in stores you can find plates not only round, but also oval, square and even triangular in shape, with different colors. A constantly expanding assortment is another key to successful trading.
Return to contents
The success of your business will depend on drawing up a business plan.
A properly drawn up business plan will help you open a store and will be the key to success and future profit.
Therefore, approach this issue responsibly and take advantage of the advice of specialists who will analyze your business plan and check the accuracy of the calculations
Return to contents
Manufacturers and suppliers
First, you need to decide on the brands of manufacturers that will be presented for sale. Based on price range, manufacturers are divided into classes:
- low - Türkiye, China;
- medium - Poland, Belarus;
- high - France, Czech Republic, Italy.
Having studied in detail the assortment of various brands, proceed to selecting future suppliers. Consider their conditions and prices. For suppliers, a very important criterion is the fulfillment of the terms and conditions by the customer. In order for your further cooperation to be profitable and successful for both parties, read the terms of payment and delivery of products in advance, highlight all the pros and cons for yourself.
The next step is to determine the buyer audience. It depends on what kind of outlet you want to open: mono- or multi-brand. For beginners, it is better to focus on the second option, as it is more flexible. Without certain experience and skills in the tableware trade, it is quite difficult at the initial stages to represent only one company.
Return to contents
Premises: location, area, interior
To open a kitchenware store, you need to choose the right location. It is important that the retail outlet is located in densely populated and walkable areas. The best option there will be a china shop location in a large mall.
With this arrangement it is ensured constant flow visitors. It would be a good idea to get acquainted with nearby competitors, as well as evaluate their pricing policy for the product they sell. The rental price of the premises will fluctuate depending on the location, the availability of parking and the convenience of access roads.
When choosing a premises, it is necessary to take into account the area of the retail outlet. For organization small store the minimum area will be 60 sq. m. The footage depends on the number of zones and the range of products. The dishes are selected according to their purpose and divided into zones, for example, festive - in one zone, everyday - in another.
An important step is decorating the interior of the store. The costs of purchasing equipment will also depend on this ( cash machine, display cases, shelves, racks, etc.), information about which must be included in the business plan. If you work directly with manufacturers, they can provide commercial equipment for their products. In branded racks, dishes will look more impressive. The downside is that foreign manufacturers cooperate exclusively on prepayment, but in cases where we're talking about For amounts of several tens and hundreds of thousands of dollars, it is possible to receive a discount of up to 10%.
Return to contents
Recruitment and advertising
You need to take your staff selection seriously. Sales consultants can be the difference between trading success and failure. Therefore, before opening a store, it is necessary to train staff on product characteristics and sales technologies. Six sellers are enough, who will work in three shifts. It is recommended to hire charming and attractive women who love to cook and set the table themselves. If sellers like the product they are selling, then they will be able to competently talk about the benefits of the product and convince the buyer to buy.
To attract future customers, you need to create an effective advertising campaign. Use the following advertising methods:
- own website;
- outdoor advertising;
- advertising in local media;
- advertising in local culinary magazines and newspapers;
- product placement on television (dishes are provided for use in culinary programs).
The customer loyalty system is one of the main competitive advantages any store. Therefore, it is necessary to create a system of discounts, as well as carry out promotions with raffles and prizes. Your job is to hold client base, and turn visitors who find themselves in the store for the first time into your regular customers.
Customers willingly visit crockery stores, and the success of the enterprise depends on your ability to form an assortment and find a convenient place for a retail outlet. What points should you consider when opening a store?
Most women love to buy dishes. We can say that they visit dishware stores with almost the same pleasure as cosmetic stores. In the foreseeable past, the assortment of china shops was upsetting and discouraging - sets that were slightly different in design, but identical in shape.
Cups with wretched flowers. Plates with a joyless rim. The object of desire of many housewives during the Soviet Union was a red tea set with white polka dots.
And if you managed to get saucepans and boxes for bulk products of the same color, you could be proud of yourself. If the house accidentally kept dishes inherited from great-grandmothers: elegant porcelain cups, a tureen that did not even allow the thought of borscht, or a teapot that children were strictly forbidden to touch, suspicions would creep in that the dishes should look something different.
Today, fortunately, the choice in stores is much richer and respectful attitude to dishes is gradually being revived. We are happy to buy dishes not because the cup broke, but we need to drink from something, and not in order to place the service in the sideboard for beauty. Tableware has become a very popular product, which is used quite good demand. We consider opening a kitchenware store a successful business idea with significant financial investments and good prospects.
Released today great amount a variety of dishes of all shapes, colors and sizes. There are buyers for all the most unimaginable and strange tableware delights and for very laconic household items intended for ascetics. Many dishes are traditionally purchased as gifts for weddings, anniversaries, housewarmings and other similar occasions. Many people simply cannot pass by the cup or coffee pot, salad bowl or bowl for sweets that they like.
And yet, despite the apparent simplicity of selling tableware, you need to know some rules and follow them if you want your business to develop successfully.
Kitchenware store location and premises
You can set up a separate store or department in a shopping center. According to experienced businessmen, it is better to choose a place among other stores or retail outlets. Then your store will be guaranteed a constant influx of customers. Experience suggests that customers rarely come to a china shop on purpose, but very often they stop by on the way to buy groceries, and once they enter, they rarely leave the store empty-handed.
It is also believed that a crockery store will be popular in a residential area, where there are many new residents and people are much more likely to think about improving their homes. The area of the store depends on your financial capabilities and plans. Areas of 50-60 sq. m is quite enough, but you can settle on 150-200 sq. m. m. In any case, when placing dishes, you must follow the principle of zoning:
- Tableware
- Cooking utensils
- Gift sets of dishes, etc.
Purchase of goods
Experienced entrepreneurs advise starting a tableware business with a store that sells several brands. Foreign suppliers, if you establish direct deliveries with them, provide the store with commercial equipment with professional lighting, which will allow you to save significantly.
However, foreign manufacturers usually work on an advance payment basis. If the purchase amount reaches tens of thousands of dollars, you can count on discounts of 7-10%. At the start, you will need about $100,000 to purchase goods. Then the purchase costs will be dictated by trade turnover.
Range
When starting a tableware business, it is difficult to choose an assortment that will be profitable to work with. It can be argued that white dishes are a win-win option. It is universal and suitable for any interior, serving and dishes. Transparent tableware is also democratic and universal, and therefore is in steady demand. It’s better not to rush into catchy and bold design solutions until you decide on the preferences of buyers.
Porcelain remains the most favorite material. This material has excellent thermal conductivity, is hygienic and products made from it look aesthetically attractive. Large companies often buy lots of white porcelain cups to put their logo on them and use them as gifts and for advertising.
Introduce dishes made using new technologies into your assortment. Such new items do not appear very often and are always in demand. Please pay Special attention on the environmental friendliness of tableware, buyers now attach great importance to this quality when choosing. This is especially true for middle class buyers.
Recruitment
Friendly and knowledgeable sellers are a must successful business. Sellers must understand not only tableware, but also the technology of cooking and serving in order to convince the buyer of the need for a particular serving item.
Therefore, we can recommend middle-aged women as sellers who give the impression of experienced housewives who know a lot about dishes and cooking. Customer trust is a very important factor. The salesperson's salary is about $300-400 (the salesperson simultaneously performs the duties of a consultant and cashier).
Financial investments
- Decor individual entrepreneurship and documents (RUB 5,000-15,000);
- Rent of premises (RUB 15,000-30,000);
- Salary of sellers (20,000-40,000 rubles);
- Purchase of goods (RUB 100,000-250,000);
- Purchase of equipment and machinery (RUB 40,000-80,000);
- Advertising (RUB 5,000-10,000);
- Other costs (RUB 10,000-20,000).
To start a business you need 200,000-450,000 rubles. The store’s income, depending on prices in the region and the chosen location, will be 80,000-140,000 rubles. Net profit – 35,000-90,000 rubles. The business will pay for itself in 5-8 months.
Tableware market operators note that in recent years, consumer preferences have changed: buyers have become more demanding of the quality and design of tableware and kitchen utensils - they want to see in the kitchen beautiful and high quality dishes. The market is constantly changing, following changing tastes, fashion and style, but the rules of successful and effective sales, knowledge and application of which will allow any market operator, be it a large retail chain or a small retail store, to retain its customers.
Tableware market, like any market in general, is obliged to take into account differences in preferences and purchasing abilities different groups consumers. There will always be a clear price gradation of goods: economy, medium and premium segments. Accordingly, any tableware market operator, first of all, decides for himself a key question: what will his the target audience? In other words, each retailer chooses its own buyer. And the assortment list and price level on the shelves of a particular store will depend on this choice. Secondly, the retailer answers the conceptual question: what should its store look like? This is a question of positioning, a question of design, interior and exterior design, a question of recognition.
At the level of assortment formation retailer determines the percentage of goods in different price categories. As a rule, the lion's share of large format stores (hyper- and supermarkets) falls on products in the mid-price segment; No more than 15-20% of the assortment is allocated to products in the high and low price segments. However, operators that include several networks solve the problem of price differentiation by special positioning of each individual network and its geographical location, taking into account social factors and the solvency of the population. Most operators believe that it is impossible to achieve good profitability from tableware sales in a small area, since this product sells well only if it is presented in a wide range.
Specialized kitchenware stores designed for a narrower category of buyers, offering products in the middle and high price ranges. Often they are exclusive representatives of foreign factories, thanks to which they can offer special - one-piece - goods that no one else has. At the same time, in contrast to the middle and low price segments, where supply exceeds demand, competition in the high price segment is minimal: the buyer of expensive tableware is ready to pay for the product he likes.
Almost all market operators agree: an ordinary product group in a store can be turned into a “cash cow” if three components are present: qualified salespeople (and quality service), a properly selected assortment and well-organized merchandising.
Merchandising, which takes into account the psychology of consumer preferences and motivation for making purchases, helps to create a unique atmosphere, win over the buyer, thereby forming his own special style of the store.
To create the necessary emotional atmosphere in kitchenware stores use special layout techniques. For example, a very positive impact on visitors is the presence of trading floor islands of decorative display - tables, served and decorated as a dining table or as a table for a festive breakfast. In the kitchenware departments, souvenirs are often sold as related products. Display of elegant souvenirs on slides in the center of the hall can create a festive emotional background in the department and help make a purchasing decision. The importance of proper display of products in stores and tableware departments is difficult to overestimate. There are cases when, after changing the design of a storefront, sales increased by 40-200%!
Classically ideal commercial equipment for kitchenware stores Simple functional racks and counters with horizontal surfaces are considered. The shelves in such racks are made of glass for tableware or made of chipboard and OSB for kitchen utensils.
Expensive dishes exhibited in glass cases and mirrored slides. Such slides can be rotating with selective lighting. But for kitchen equipment departments, instead of simple horizontal shelves, it is better to use perforated panels on which items are hung - from ladles to frying pans.
Cutlery is displayed in display counters, and cutlery sets are displayed in tall glass racks. Silver and gold-plated devices are more often placed in jewelry counters.
Pans and small kitchen utensils(spoons, spatulas, ladles, etc.) are never displayed in single quantities, but only in several units - from 3 to 10. Such a display is an accumulator (inventory) and at the same time makes the product more attractive, “richer”.
Plates look much more presentable when they are “facing” the buyer, which is possible when using special holders or grids for plates. And cutlery sets are conveniently placed on inclined shelves with a side, which facilitates visibility.
It is also necessary to pay attention to the wide possibilities of using space along the windows of a store or department in a shopping center. Dishes- exactly the product whose display can be easily made attractive from all sides. By installing “transparent” equipment along the showcases, you can get a beautifully and informatively designed showcase and rationally used retail space working inside the trading floor.
(based on materials from the site www.liveretail.ru)
Encyclopedic reference: a kitchenware store is a retail outlet where you can buy pots, plates, glasses, other items for serving or cooking, as well as various kitchen accessories.
Modern manufacturers offer a wide selection of cookware of different sizes, shapes, colors and purposes. The demand for this category of goods seems to be stable, but not everyone is lucky in this business. Why? Read our article and find out whether a kitchenware store is profitable and how to avoid the most common mistakes in the initial stages.
Step by Step to a Profitable Housewares Store
Step one: preparing the legal and material base
To trade tableware, the same documents are required as to organize other types of retail sales:
Registration certificate ( entity or individual entrepreneur);
Certificate of registration and assignment of an individual taxpayer number (TIN);
Conclusion of the State Fire Inspection and Sanitary and Epidemiological Station;
Permit for cash register.
Experienced entrepreneurs advise starting with a small store or department in a large shopping center. Choose a place where there is an “anchor” - retail outlets with themed products, such as kitchen textiles, Appliances And so on. Remember: dishes are usually purchased against the backdrop of other purchases. You can also locate yourself near a gift shop, since many buyers consider kitchen utensils to be a good present and buy them on the occasion of certain holidays.
How to choose a place? A good option - in a large shopping center with good transport accessibility. You can also open a china shop in a residential area. If the premises can be rented, then it is better to purchase commercial equipment - this way you can easily expand your trade in another place, if necessary.
Step two: choose a strategy
Experts recommend that novice businessmen not sell dishes from one brand, but have products from different manufacturers in stock. In this case, you should select a price category in advance. For example, focus on selling inexpensive tableware from China, Russia and Ukraine or form an assortment based on more expensive European brands.
Before you open your kitchenware store, also decide what kind of products you will sell. This could be kitchen utensils for cooking, exquisite crystal, practical plastic and much more.
Step three: We form an assortment, recruit personnel
There are several ways to form an assortment. Firstly, you can offer customers a product that is fundamentally new for your region. For example, no one sells bamboo or ceramic tableware nearby. Focus on this, and the audience's attention will be guaranteed. If there are no free trading niches or you don’t want to take risks, take a closer look at your competitors. Which product category is in greatest demand? Focus on it and you, offering, for example, more nice price or more choice.
Remember that the reputation of your store is the key to its prosperity. If the buyer likes your product, he will tell three friends or relatives about it, but if not, he will tell ten. This is why the selection of suppliers should be approached with particular care. Try to conclude agreements with manufacturers. Firstly, you will get a good price offer, and secondly, it is easier to control the delivery schedule and quality.
Important: each type of product should have its own zone: a zone for gift sets, a zone for cooking utensils and a zone for serving utensils. Each of these product groups generates a third of annual income.
According to experienced businessmen, it is best to hire a middle-aged woman to replace the salesperson. On a subconscious level, buyers associate her with an experienced housewife who can give helpful advice by choice of dishes.
Where can I get money?
When calculating how much it costs to open a tableware store, take into account the costs of renting premises, purchasing commercial equipment, formation of assortment. At the initial stage, quite large investments will be required, since there will be large purchases of dishes from suppliers. Want to save money? Sign contracts during exhibitions - large manufacturers offer good discounts during this period.
Credit is the most common form of attraction starting capital. When choosing a lending program, keep in mind that selling tableware is a stable business that generates year-round income. Profitability is quite high if the trade margin is 25–30%.
Underwater rocks
Your reputation may be at risk low quality dishes and poor service. Failure can also befall you if you choose the wrong product range. For example, let’s start selling luxury crystal in a middle-class residential area. In addition, there is quite high competition in this niche. Loyalty programs will help you stand out from your competitors. Remember that people love discounts and promotions.
Let's sum it up
A tableware store is a fairly stable business with an average level of profitability. With the right approach to forming an assortment and organizing the trading process, you will ensure the interest of customers at your outlet. It's easier to start with a small multi-brand store.
Utensils are used for cooking, for serving and serving food to the table, for storing prepared dishes. These are not all functional purposes, since the dishes can be used as a gift for an anniversary, celebration, or memorable date.
Since it has significant demand and is popular among consumers, organizing a tableware store is a promising direction in business activity.
To organize a successful and promising business for retail sales of tableware, a certain algorithm of actions should be followed aimed at creating and developing a tableware store.
Marketing research
Before proceeding with the organizational issue, you should find out the prospects of the created business in a certain territory and with specific product positions. Hold not deep marketing research It’s quite simple, you just need to study the location of retail outlets in the place where you plan to create a tableware store.
If a similar retail establishment already exists there, and the assortment matches the expected one, then it is better to look for another place in order to avoid conflict situations. When the assortment is significantly different, and the prices for dishes are significantly lower, then there is no obvious competition, so you can rent premises in the area.
In parallel with the possibility of dislocating a trading enterprise, the demand for a particular category of tableware is determined, how much it is in demand among buyers, and what preferences the consumers have.
Having clarified these pressing issues, you can proceed to the next stage - registration.
Registration of business activities
Today there are no problems with registration, so this procedure does not take a lot of time, effort, or money. All you have to do is fill out the established forms correctly and submit them for registration to the relevant authority.
It is important to decide on the form of the business entity - legal entity or individual entrepreneur. For retail The organizational form of individual entrepreneurs is characteristic, since simplified accounting allows for efficient trading activities. More complex economic forms, such as LLC or JSC are more suitable for production processes or multidisciplinary activities.
Also, when choosing an organizational head start, you should take into account the number of founders who are ready to create and develop the activities of a store selling tableware. If there are two or more people, then you can use an LLC, if there is one, then an individual entrepreneurship.
Renting premises for a kitchenware store
The most the best option The kitchenware store will have a separate room in a shopping center or supermarket. Traffic in such places is high, so sales will constantly increase and trade turnover will increase. If this is not possible, then it is better to rent a separate building near a transport intersection, metro stations or public transport stops.
The retail area must be at least 50 sq.m. in order to place goods on display and leave space for customers to pass through.
The retail space must comply with sanitary standards and regulations fire safety. If these conditions are not met, the owner of a kitchenware store may have difficulties with the relevant authorities.
Agreements with suppliers and manufacturers
To create a successful and profitable business, it is important to organize the supply of a wide range of tableware and related products. The best option is a dealer agreement with the manufacturer, when the dishes are sold at selling prices, and commission interest is paid as a reward. Under the terms of the agreement, the owner of the tableware store represents the manufacturer's products in a specific region, and at prices set by the manufacturer. Such cooperation opens up broad prospects because:
- no significant investment in a range of cookware is required;
- the price of the product is significantly lower than that of competitors;
- a wide range of tableware, including new items and the most popular items.
These are not all the preferences that can be obtained when executing a dealer agreement, however, they are quite enough to conduct a successful and profitable business for the sale of dishes.
If the manufacturer is located in another country and there is no way to establish business contacts with him, then you can purchase dishes from a large supplier, who in turn can be a dealer of a particular brand. This form of mutual cooperation is also quite promising, since the goods are supplied to order, and its volumes can always be adjusted.
By resolving these organizational issues, you can achieve high efficiency from the store’s activities and the sale of tableware.
Loading...