Since Lin Fan decided to make women's shoes, and first opened the market from the channel channel of the street store, then choose the brand, naturally choose the women's shoe brand that is in line with its development positioning, the characteristics of the street store is that the customer flow is large in the past, and the consumption is mainly random consumption, that is, most of them are shopping, and they may buy what they like, rather than purposeful consumption. In addition, the purchasing power of customers in street stores is lower than that of department stores, so the brand price of street stores must not be too high.

In the end, Lin Fan's eyes locked on the brand of "Yaxi" women's shoes, "Yaxi" is a Hong Kong shoe company, its product positioning is young, fashionable, suitable for college students and young women of the mass fashion brand, the price range is between 200-600 yuan. Lin Fan believes that the positioning of this brand is in line with the current street store market. And at present, in Zhonghai, there is no "Yaxi" direct store, but "Yaxi" in the major cities in the south of the distribution has been very dense, as of 2003 has achieved 500 stores nationwide, annual sales of nearly 800 million yuan, in the national sales of similar women's shoes far ahead.

Walk into Zhonghai Pedestrian Street, you will feel a strong commercial flavor, here is the newly renovated pedestrian street business district after 98 years, there is only one main street, enter the pedestrian street, you can see the street crowded, here is the first choice for young people to go shopping, is the most concentrated place in Zhonghai people, the whole street is 1500 meters long, in addition to 3 department stores, the current façade is basically occupied by clothing retail stores.

I didn't walk a few steps to see the big signboard of the "Semir" store, a large publicity picture, the store was crowded with customers, shopping guides ran up and down, holding the clothes that customers tried on, and on the cash register, there were customers queuing up to pay.

In addition, there are a lot of bulk stores in the pedestrian street, these stores do not take the brand route, the decoration is very ordinary, usually the boss himself goes to Changshu or Guangdong and other places to group goods, and comes back to take the low-price route, in this era of less fierce competition, business is also booming, but with more and more brand goods into the business district, these bulk stores will inevitably be eliminated.

Lin Fan walked along the pedestrian street and simply locked the location of his store. The passenger flow of Zhonghai Pedestrian Street comes in from both ends, and there is no branch road in the middle, so the middle section of the pedestrian street is naturally the most concentrated area.

Walking into a women's clothing store called "Spring" in the middle section, the decoration of this store is a little dilapidated, Lin Fan analyzed that it has been at least a few years, this kind of store is likely to be a store whose lease is about to expire, if the lease period in his hand is long enough, according to common sense, it should be redecorate.

And now in this store, the LOGO on the front of the store has fallen off, the store props have been damaged in many places, the floor tiles have been damaged in many places, and the operator does not go to redecorate, Lin Fan believes that its lease is about to expire, and the new renewal conditions have not yet been determined.

Entering the store, Lin Fan looked left and right, the store area was about 100 square meters, and several shopping guides were lying on the cash register while knocking melon seeds, chatting, and no one stepped forward to greet Lin Fan when he came in.

After a turn in the store, Lin Fan found several problems: First, there is a problem with the positioning of the goods in the store, the styles of the goods here are old, and the quality of the fabrics is okay, but it does not meet the more and more fashionable consumer needs of young people today. Second, there is a problem with the display of goods, scattered hangers are hung with sparse clothes, and most of them belong to repeated samples. Third, the management of the store is the biggest problem, there is no welcome talk, no warm introduction, you can still see cobwebs on the wall, even the event poster on the wall pillar half hung down, and the shopping guide did not re-stain it.

Lin Fan sighed, this kind of management, such goods, can actually be operated, I can't help but say that the current market is good.

At this time, a shopping guide finally came over, Lin Fan pointed to a women's blouse and said, "Beauty, hello, how to sell this dress?" ”

"328 yuan." The shopping guide replied.

Lin Fan said: "What kind of fabric is this?" "There is no price tag for the clothes in this store, and there is no fabric description, Lin Fan asked, it is also a shopping guide under the examination school.

"This is an imported fabric from the United States" The shopping guide replied dryly, which made Lin Fan speechless for a while, and returned the American fabric, which came out of the Changshu processing factory.

Lin Fan picked up his clothes, looked at them and pretended to ask casually, "How is your business?" How many sales can you make in a month? ”

"About 150,000." The shopping guide was obviously unaware of the leakage of trade secrets, and answered mechanically.

Lin Fan pretended to be very surprised and said, "Business is good, the rent is very expensive, right?" ”

"I don't know, we don't care about the rent, it's estimated that it will cost hundreds of thousands a year" The shopping guide should really not know.

Lin Fan was "shocked" and said: "So much, what is the landlord doing, you don't have to do anything, just sit at home every day and collect rent." ”

The shopping guide nodded rarely, and said with a feeling of being a friend: "That's right, the rent is hundreds of thousands a year, and that's not all, you see, the café on the second floor opposite is also his." As he spoke, he went to the "Love" café opposite

Lin Fan was overjoyed and asked, "Then you can rent a lot of money, right?" ”

The shopping guide did not doubt him: "That's not true, I heard that the landlord opened it himself, and the business is very good." ”

"Oh, really?" Lin Fan asked about the information he wanted to know, put the clothes in his hand back in place, and then said to the shopping guide with a smile: "Beauty, I'll go around again, and invite you to coffee after work?" ”

The shopping guide looked at Lin Fan's handsome face, his face turned red, and even his freckles became vivid, and he said in a low voice: "I don't like to drink coffee very much." And I'm still at work. ”

Lin Fan was also polite, feeling that others had inadvertently done him a great favor, and he should be grateful, and after listening to her excuse, he pushed the boat down the river and was about to leave, but he listened to the shopping guide and said: "It's okay at night, or else, let's go to the movies at night?" ”

Lin Fan paused, laughed a few times, and said, "That, I'll work at night at night!" He went out and fled, and he didn't look back at the sad eyes of the little shopping guide.

From the information just learned, Lin Fan analyzed that the average monthly sales of the store are about 150,000 yuan, 1.8 million a year, and the gross profit margin of this kind of goods is about 55%, if you add promotional profits, the average gross profit margin is also about 45%, that is to say, the gross profit amount of a year is 810,000. The store hired 8 shopping guides, with an average basic salary of 1,200 yuan, a performance commission of 2%, a salary cost of about 160,000 yuan, electricity costs should be about 50,000 yuan, deducting other costs such as logistics, such as the store according to the rent of 400,000 / year, the net profit of the operator is about 200,000, which also means that the maximum rental capacity of the current operator of this store is 600,000.

Such a lot belongs to the center of the business district, the store is square, there is only one pillar in the entire store, a very beautiful store, can only be rented for 400,000 yuan at present? Lin Fan shook his head, remembering that 10 years later, this kind of shop would cost at least 4.5 million yuan a year, and there were a large number of competitors who raised the price to grab the shop.

Even now, Lin Fan doesn't think that the landlord will rent it out at a price of 400,000 a year, unless the landlord doesn't understand the current market, but the landlord himself is also doing business on the pedestrian street, how can he not understand the current rental market. It can be seen that this "spring" women's clothing should have signed a contract at a low price a few years ago, and now the house is about to expire, and the landlord's renewal conditions must not be borne by the current operator.

Lin Fan ran directly to the "Love" café, approached the front desk, and saw the name of the legal person on the business license: Chen Tianhao.

asked the waiter directly: "Beauty, is Mr. Chen here?" ”

The waiter was a little beauty with a round face, and when she saw a handsome boy who looked like a student, she said with a smile: "Hello sir, are you looking for our boss?" ”

Lin Fan smiled and said, "Yes, is he there?"

"Mr. Chen rarely comes during the day, and he usually comes to the store after 8 o'clock in the evening." The waiter replied.

Lin Fan said: "Can you tell me Mr. Chen's phone number?" I called him to make an appointment. ”

The waiter politely refused: "I'm sorry, I don't have a boss phone, if you have anything, I can convey it on your behalf." ”

Chen Tianhao should have told the clerk not to give his phone number to strangers casually, for fear of being harassed.

"Oh, it's okay, I'll come back in the evening, thank you!" Lin Fan said with a smile, not angry at all.