* Calculations use average data for Russia

Crockery is one of the necessary household items, so the demand for it is always quite high and constant. These products generally have several categories of goods, so they distinguish dishes that are elite and almost belong to works of art and dishes intended for everyday use, which are practical and low price. An entrepreneur who wants to go into trade can start his own business in the field of selling dishes, while he will have access to various formats for working with consumers and organizing his business. What type of entrepreneurship can be attributed to quite promising, but to a greater extent guaranteeing the entrepreneur a stable and constant income in the case of a competent organization of his business.

In any big city you can find a huge number of dishware stores that offer customers just goods from various categories; at the same time, the level of competition in most cases is quite high, regardless of the category of which tableware it was decided to trade. In this regard, it is necessary to carefully study the situation on the market and the offers of competitors in order to develop your own strategy and business tactics; For this, it may be advisable to carry out a full-fledged marketing research in order to study the market situation in order to find out the demand for all categories of goods and to occupy a niche in which there is a lack of supply or insufficient customer satisfaction with the purchased product. In general, with a competent organization and drawing up a well-thought-out business plan, you can count on the fact that the risks will be minimized as much as possible, and the entrepreneur will be able to take his place in the market, successfully counteracting the actions of competitors. As already noted, several formats of work are available to him. If we take into account a retail tableware store, it can work not only with individuals, but also engage in wholesale sales in small lots with other entrepreneurs.

To get started, you need to register as a subject entrepreneurial activity, in this case it can be done simply as individual entrepreneur, because it will not require large financial costs, and will also reduce the time and effort for registration. If there is a need for registration legal entity or you plan to work with other enterprises and organizations, it is more expedient to register a company with limited liability, because in this case, as in the case of individual entrepreneurship, a simplified taxation system will be available, which involves the transfer to the state of no more than 6 percent of income or 15 percent of operating profit as taxes. No special permits are required for the retail trade in tableware, so an entrepreneur can start his business immediately after registering with tax authorities. The activity itself falls within the definition (OKPD 2) 47.78 Other services retail in specialized stores.

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In many ways, the determining factor for the success of such an undertaking is the choice of the location of your store. A china shop usually brings in the most income in crowded places, that is, first of all, you need to consider the possibility of renting a room in the central areas of the city, but it may be advisable to open a china shop even in a residential area. It should be noted that although the demand for dishes is constant and stable, it is still not too big when compared with the demand for other types of products, it is also very important to correctly determine your target audience and their capabilities. In the elite quarter can bring good profit a crockery store that sells only fairly expensive crockery, it is best to open a store in the center that targets a fairly wide range of consumers. The disadvantage of the sleeping area can be considered a decrease in the level of sales after a certain amount of time, when all the residents of the surrounding houses buy the goods they need, and the store will not be able to offer anything new, and they will no longer be interested in such products. However, players in this market note that what at first glance seems to be an ideal location for a china shop eventually leads to a small number of consumers, and at the same time, a seemingly unfortunate location allows you to sell products in huge quantities.

When an entrepreneur decides on a place, he needs to accurately calculate the size of the room; at first, it is best to open a relatively small store with an area of ​​\u200b\u200bno more than 50 square meters, in this case it will be possible to determine the needs of customers and more accurately form your product range later. If you immediately open a large store, then you will need a lot of money to fill it with products, but the level of sales will be minimal, which means that significant funds will be frozen and withdrawn from circulation. Depending on the chosen target audience, the assortment of its products is formed, and already at this stage it can be understood that this will largely determine the future format of work.

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This is due to the following feature of trade in this type of product. Currently, a fairly large number of tableware shops work with local suppliers, who for the most part are intermediaries in a fairly long chain between the manufacturer and the buyer, that is, most of the ware shops buy goods from small wholesalers, who, in turn, take them from large wholesalers, which also do not always cooperate directly with the manufacturer. The fact is that elite and expensive dishes can only be bought in other countries; in Russia, manufacturers usually make a relatively cheap product aimed at inexperienced buyers. For example, we can point to crystal tableware, in this case Bohemian glass, which is produced only in the Czech Republic, is generally considered to be a quality product. In order to be able to trade Czech crystal at competitive prices, an entrepreneur needs to contact the manufacturer directly. Bohemian glass for the most part belongs to the elite types of glassware, and therefore, if wealthy people are oriented, they will have to contact manufacturers or at least large wholesalers in other countries.

Sooner or later, the entrepreneur realizes that, having received products at a relatively low price, he can sell them on his local market with a benefit not only to private individuals, but also to small wholesalers. However, it should be noted that it will take a lot of effort, time and money to establish cooperation with foreign manufacturers. This applies not only to Czech glass, but also to elite porcelain and many other types of products. An exception can be called Chinese manufacturers that produce a cheap product, because cooperation with them is often much more profitable, even taking into account transport and customs costs, than cooperation with Russian manufacturers. Depending on the size of the premises and the planned sales volume, the initial purchase amount of the first batch is determined. For small shop this amount rarely exceeds half a million rubles, but if you open a store with a large assortment and in the assortment of which a large number of manufacturers are represented, you need to allocate at least one million rubles, and sometimes this amount is even several times more.

The entrepreneur also needs to decide from the very beginning how many manufacturers of products will be represented in his store. It is possible to conclude an agreement with a large supplier-manufacturer for the sale of only his goods, in which case it will be possible to count on fairly favorable terms of cooperation, advertising support and even assistance in opening a store. If the manufacturer supplies all possible types of tableware, including also related products, then such an undertaking can be quite profitable, because the consumer can always find exactly what he needs specifically. If the supplier cannot offer all types of dishes, but manufactures, for example, only sets, mugs and cups, then the entrepreneur is forced to look for other suppliers of other types of products. An average tableware shop offers its customers goods from 5-6 different manufacturers, in this case a sufficient assortment is formed, which allows you to have a stable level of sales.

Multi-brand stores in general are a much more promising undertaking, because they always have the opportunity to conclude contracts with other suppliers or even significantly change the range of products supplied. However, if we consider the opening of a small store, then it is more expedient to work with only 2-3 different manufacturers in order to understand the needs of customers. In most cases, working with resellers turns out to be too unprofitable, because their mark-up can reach 100 percent, it is best to spend time and, perhaps, some additional funds, to go directly to the manufacturer.

You should also be concerned about the advertising campaign for your outlet. When opening a china shop, special promotions, significant discounts on the opening day or gift certificates can justify themselves. Information about the store should be placed in a box in the media, including also thematic portals on the Internet, if possible, you should create your own website, which will provide detailed information about the company, opportunities for cooperation with it (especially relevant when working with wholesale buyers), as well as a complete catalog of products with prices. Further, it is possible to arrange work in such a way that the consumer receives the goods only after an application on the site; opening an online store allows you to significantly reduce the cost of storing products, and in general adds convenience when buying, which means it increases customer satisfaction with the service.

When developing your company, you need to think about opening your own special distribution points in various parts of the city, because in this case it will be possible to cover a fairly wide audience of consumers. The point of issue of goods can be not only your own store or a specially created outpost, but also dishware stores of other companies with which cooperation has been established. But it is worth considering this option only if there is no opportunity to open your own additional stores. This type of business cannot be called easy, because there are a huge number of factors that significantly affect the success of an undertaking, and the entrepreneur must therefore constantly develop the business and look for new ways to sell their products.

Summing up, we can say that the important competitive advantages are the content of your online store and online sales, a convenient network of points of issue and sale, a lower price than competitors, which is possible in the case of direct cooperation with the manufacturer, good location and advertising, thanks to which the largest possible number of consumers learn about the store, discount system and cooperation with small wholesale buyers, as well as polite treatment of sellers with customers, detailed consultations on issues and good quality service.

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Tableware market operators note that for last years consumer preferences have changed: buyers have become more demanding on the quality and design of table and kitchen utensils - they want to see in the kitchen beautiful and high quality crockery. 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, whether it be a large commercial network or a small retail store, keep your customer.

Tableware market, like any market in general, must take into account differences in the preferences and purchasing power of different groups of consumers. There will always be a clear price gradation of goods: economy, medium and premium segments. Accordingly, any operator of the tableware market, first of all, decides for himself the key question: what will be his the target audience? In other words, each retailer chooses its customer. And this choice will depend on assortment list and the level of prices on the shelves of a particular store. Secondly, the retailer answers the conceptual question: what should their store look like? This is a matter of positioning, a matter of design, interior and exterior design, a matter 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 of the middle price segment; no more than 15-20% of the assortment is allocated for products of high and low price segments. However, operators, which 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 unthinkable to achieve good profitability from tableware sales on a small area, since this product sells well only if it is presented in a wide range.

Specialized glassware stores designed for a narrower category of buyers, offering products of medium and high price ranges. Often they are exclusive representatives of foreign factories, thanks to which they can offer a special - piece - product 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 dishes is ready to pay for the goods he likes.

Almost all market operators agree that the usual commodity group in the store can be turned into a "cash cow" in the presence of three components: qualified salespeople (and quality service), the right assortment and well-organized merchandising.

Merchandising, taking into account the psychology of consumer preferences and the motivation for making purchases, helps to create a unique atmosphere, to position the buyer, thereby forming their own, special style of the store.

To create the necessary emotional atmosphere in dishware stores use special handling techniques. For example, a very positive effect on visitors is the presence in trading floor islands of decorative display - tables served and decorated as a dining table or as a table for a festive breakfast. In the departments of dishes, souvenirs are often sold as related products. Display of fancy souvenirs on the slides in the center of the hall is able to create a festive emotional background in the department and help make a purchase decision. It is difficult to overestimate the importance of competent display of products in stores and departments of tableware. There are cases when, after changing the design of the shop window, sales increased by 40-200%!

Classically ideal shop equipment for kitchenware stores simple functional racks and counters with horizontal surfaces are considered. Shelves in such racks are made of glass for tableware or made of chipboard and OSB for kitchen utensils.

Expensive dishes exhibited in glazed shop windows and mirror slides. Such slides can be rotating with selective illumination. But for departments of kitchen equipment, instead of simple horizontal shelves, it is better to use perforated panels on which objects are hung - from ladles to pans.

Cutlery is laid out in display cases, and cutlery sets are placed in high glazed racks. Silver and gold-plated devices are more often placed in jewelry counters.

Frying pans and small kitchen utensils(spoons, spatulas, ladles, etc.) are never exhibited in a single quantity, but only in several units - from 3 to 10. Such a layout is a storage ( inventory) and at the same time makes the product more attractive, "richer".

Plates look much more presentable when they are "facing" to the customer, which is possible when using special holders or grids for plates. And cutlery sets are conveniently placed on sloping shelves with a border, which makes it easier to see.

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, the layout of which is easy to make attractive from all sides. By installing “transparent” equipment along the showcases, you can get a beautifully and informatively designed showcase and a rationally used retail space operating inside the trading floor.

(Based on materials from the site www.liveretail.ru)

As the level of well-being rises, we begin to think more and more about the household items around us. Let's take dishes, for example. If earlier we paid attention to what we eat, now we are often interested in what.

Plates, pots, jugs, sets, glasses - the assortment is so large that a good housewife has new dishes quite regularly. Manufacturers are constantly updating lineups, and vendors skillfully display new items on easy-to-view racks, tempting consumers to buy new items.

Conceptual moments of the tableware business

Before making a decision to start a business, make a detailed analysis of the tableware market, study the presented range, price range, level of competition. If the final conclusions are in your favor, feel free to move to the heights of the dishware business.

You can start with cheap Chinese and Turkish products. But since the main consumer audience belongs to the middle class, it will not be a big risk to look at the range of average prices represented by domestic and Eastern European goods.

As for the shape, color, material, then trust the opinion of experienced sellers. They advise to make an initial emphasis on traditional white dishes, in which any cooked dish looks great. White color successfully harmonizes with various colors of tablecloths, napkins, furniture. There will not be much contrast when using transparent dishes.

From the material, give preference to aesthetic and practical porcelain. Among its advantages, we note high environmental friendliness, excellent thermal conductivity and great consumer interest. Also, white dishes are relevant in terms of advertising. Pay attention to how many initially white cups, saucers, plates are transformed into gift items with the help of drawings and inscriptions. And how often applied company logos transform snow-white dishes into corporate ones.

By the way, gift and serving utensils, along with cooking utensils, provide the main income of the china shop.

It is better to buy goods directly from manufacturers - first domestic, and then, when you "stand on your feet", switch to high-quality imports. Look for foreign partners at international exhibitions. Cooperation with them involves prepaid work, but for large volumes, a discount of up to 10% is possible. For the first bulk purchase, plan an amount of up to $80-100 thousand.

Whatever the product - beautiful, affordable, fashionable - you should not expect big sales if the store is located in an inconspicuous place on the outskirts of the city. The mass consumer likes to go to supermarkets, located, most often, in densely populated and central areas. In such places, try to rent space for a future store.

For a small shop, 60 m² is enough, for a larger one, designed for several thematic zones, up to 150-200 m² will be needed. With a monthly cost of 1m² of about 200 euros, you can “estimate” yourself how much you need for rent.

The next "sore point" of many entrepreneurs is qualified personnel. When looking for sellers for a china shop, we recommend not chasing slender long-legged girls, but focusing on middle-aged women who know a lot about crockery paraphernalia and are able to convey the benefits of kitchen utensils to customers in an understandable way. Statistics show that it is this type of sellers that the average buyer of tableware has the most confidence in. Based on work in 2 shifts of 3 consultants, plan an expense item with a salary of each salesperson in the region of $300-400.

And another criterion that affects the final result of any business is advertising. For a “dishes” entrepreneur, an effective and profitable way to promote a product and promote the store itself is the so-called product placement. Now there are many culinary programs and other programs that use dishes in the transmission process. By concluding a “serving” agreement, you either earn “real” money or receive effective advertising that increases sales.

Incomes of residents of large cities are constantly growing, along with them, consumer demand for the most different groups goods. Demand creates supply and new ideas for enterprising people. For example, a profitable type of business is opening a dishware store. Entrepreneurs in this segment feel confident and make plans for business development. But where should you start organizing such an outlet and how to achieve the success of the store?

White dishes are the most sought after

Why is the demand for tableware growing, and why do people buy new sets of plates, cups and salad bowls again and again? Natalya Dmitrenko, director of a large china shop "Porceliana" (Poltava), believes that the growth in sales of utensils is influenced by an increase in demand for real estate, an increased number of divorce proceedings. When moving, divorces, the dishes break and you have to purchase new sets. Young families moving to a new home very often seek to acquire new dishes.

It is impossible to buy all the necessary utensils in one trip, especially since factories are constantly expanding their product lines. Stores actively use merchandising techniques, laying out dishes so spectacularly that it is very difficult to resist a beautiful teapot, sugar bowl or cake dish. Trends are also constantly changing: today rounded shapes are considered fashionable, after a while - square ones, then the most unusual colors are considered relevant. For entrepreneurs who decide to open their own dishware store, seasoned market players recommend showing some moderation when choosing a trading assortment.

According to business consultant Elena Oliynichenko, it is better for beginners to focus on white dishes - this option is considered a win-win. Any dish looks great on white dishes, and when setting the table, you can use a variety of tablecloths, napkins, and kitchen utensils. The demand for transparent dishes is not decreasing either. It is undesirable at first to experiment with expensive designer dishes, with unusual plates and cups: there is a serious risk of losing money.

Porcelain tableware is a sales leader

Ms. Oliynichenko is sure that it is better for novice businessmen to give preference to porcelain products. Porcelain has excellent hygienic performance, excellent thermal conductivity, aesthetic properties. There is a stable demand for porcelain tableware. An additional plus of porcelain: the dishes are a kind of advertising medium. Some companies purchase large batches of white porcelain cups, which are printed with their logo and use the cups as corporate souvenirs.

Tatyana Lebedinets, head of the Serviro chain of tableware stores, which belongs to the MIRS company, believes that the ideal assortment for a tableware store would be souvenir products, as well as utensils for table setting and cooking. Each of the three segments during the year will provide a third of the income of the trading establishment.

Target audience - middle class

According to Ms. Lebedinets, the most interesting audience for an entrepreneur who owns a china shop is the middle class - people with an income of a thousand dollars a month. According to the expert, the niche of stores oriented towards the representatives of the middle class is practically empty. Cheap dishes are offered in supermarkets, there are shops selling elite models. A stratum of middle-class citizens has formed in the country who want to purchase high-quality dishes at affordable prices. Dishes are purchased not only for the home, but also for restaurants and cafes, which are often owned by the middle class. Mrs. Lebedinets is sure that it is the middle class that pays special attention to the ecological qualities of dishes. So entrepreneurs who rely on this consumer segment should take into account the environmental safety of the goods.

Kitchenware store location

The location of a dishware store is the most important aspect that an entrepreneur has to deal with. The store can be freestanding, or located in a shopping center as a boutique. The main point - the outlet should be located as close as possible to the "anchor". Tatyana Lebedinets explains that absolutely all kitchenware stores need “anchors” that attract customer traffic. No matter how beautifully and correctly designed a china shop is, if buyers do not come to the establishment in sufficient numbers, the trade will go neither shaky nor roll. People want to receive trading services in a complex - to purchase not only products, but also household goods. Expert Elena Oliynichenko is sure that a dishware store can function in residential areas - the outskirts of cities are rapidly being built up with shopping centers, and in some areas there are 100 thousand inhabitants, which is quite consistent with the population of a small city.

Room selection

room under complex store dishes should have a minimum of 50-60 square meters of area. Larger retail establishments are equipped on 100 and even 200 square meters. The footage directly depends on the assortment: different dishes require equipment for shopping areas. Dishes intended for cooking are placed in one zone, used for serving - in another, souvenir models are placed in the third. If a businessman wants to work with one thing, for example, with serving utensils, it is quite possible to use a smaller room.

How to start a kitchenware business

Experts cite the following statistics: only every tenth visitor to a china shop buys dishes, the average amount of purchases is approximately $100. Trade becomes profitable only with a trade margin of at least 25-30 percent.

The multi-brand format allows you to establish contacts with well-known manufacturers of tableware. In this sense, the Frankfurt International Fair can be recommended. Direct work with manufacturers is also convenient because factories in most cases provide the client with professional commercial equipment - racks equipped with a lighting system. Foreign suppliers work exclusively on prepayment: the amount of purchases must be discussed separately.

Natalya Dmitrenko considers it unlikely that a businessman will be offered a discount when purchasing goods for a not very large amount (from 5 thousand US dollars). If the agreement provides for the purchase of dishes for several tens of thousands of dollars, the discount can be from 7 to 10 percent.

How much money do you need to open a cookware store

When starting a business, about 100 thousand dollars will have to be allocated for the formation of an assortment. Further costs for the goods will depend on the trade turnover.

1. Acquisition commercial equipment(showcases, racks) - from 80 thousand rubles.
2. 1 month rental deposit - from 50 thousand rubles.
3. Creation of a commodity stock - from 400 thousand rubles.
4. Advertising and promotion of the store (advertising sign, distribution of leaflets, advertising in the media, creation of a website, etc.) - from 70 thousand rubles.
5. Organizational expenses (business registration, preparation permits, transportation costs) - from 30 thousand rubles.
6. Other expenses - from 100 thousand rubles.

TOTAL: from 730 thousand rubles.

Entrepreneurs new to the segment should not pay attention to the transience of tableware fashion and think about the need to get rid of irrelevant leftover goods. Manufacturers present new items every year, but this does not mean that everything old is immediately sent to the dustbin of history. Tatyana Lebedinets explains that changes most often affect design, production technologies practically do not change. Technological breakthroughs are extremely rare in the glassware industry, so you should look for a product that differs from others in the manufacturing process. It is precisely on innovative manufacturers who have their own "chip" that you need to bet on.

The advertisement is engine of the trade

Mrs. Lebedinets states that, despite the weak saturation of the tableware market, it is extremely difficult to occupy your own niche. By advertising, merchandising techniques, the buyer needs to be inspired with the idea that it is precisely such dishes that he needs: this is the only way to make the client part with the money.

It is much more difficult for a single dishware store to attract customers than for a chain store. Unfortunately, the culture of table decoration in our country is in its infancy. Not everyone eats with a knife and fork, and very few families use a full set of cutlery in a formal setting. Many citizens do not know what certain models of dishes are intended for: glasses, plates of various sizes. Sales consultants need to make every effort to impress the visitor with the need to purchase this or that thing. It is much more difficult for a separate store to carry out such work than for a trade institution belonging to a large network.

Competent staff is the main factor in the success of the dishware business

Kitchenware store salespeople need to be taught both sales techniques and product characteristics. Even a small shop of 50 m2 will need at least 6 salespeople who will work in shifts of three people. “The buyer is like a guest. He needs to be met in such a way that he wants to return, - says Tatiana Lebedinets. Therefore, shop assistants must be polite, friendly, attractive, they simply have to understand the dishes, as well as be able and love to cook. There is a simple truth in trading: a seller who does not like a product will not be able to sell it - the buyer simply will not believe him. Often, a person makes a purchase decision on a subconscious level. He may be embarrassed by the price and quality, but if he believes the seller, he will definitely return after a while and buy the goods.

The best shots are middle-aged women, business gurus say. Young girls do not often cook themselves, which cannot be said about the older generation, who cook themselves and can advise which dishes are better to buy. Buyers trust such sellers more.

Sellers of a dishware store often combine several functions at once - a cashier and a consultant. Medium wage sellers is about 15-25 thousand rubles, depending on the revenue indicators. Quarterly bonuses are possible, which significantly increase staff motivation.

AT competition in the "dishes" market, you can survive only due to the quality of the goods and due to a loyal attitude towards the client. “If a person bought a product from you and was disappointed, he will no longer return (if his visit is not a reason to return the product) - Tatyana Lebedinets explains. The main secret of the success of the cookware store is the feedback from the buyer and his desire to return to you again. When a customer purchases quality goods, comes home, puts it next to outdated dishes and understands that a lot needs to be changed. To use feedback to the maximum owners outlets apply discounts and arrange all sorts of promotions.

Seasonality in the trade in utensils, although there is, is very insignificant: utensils for coffee and tea are bought in winter time, for picnics and soft drinks - in summer.

The market is a place where everything is constantly changing. Moreover, changes and changes also apply to such segments, where there seems to be nothing to change. For example, in the area of ​​selling the most elementary household items - dishes.

It seems that you can’t think of any special innovations or tricks here, but there are subtleties everywhere, including in the sale of dishes. And knowing some of them can increase sales at times. What are the wonders of marketing? And what needs to be done to successfully apply them?

Who? Where? When?

Let's start with the most basic - with the buyer. There are three questions to be answered here:

• who buys your dishes?
• when does he buy?
• where does he do it?

The first question concerns the price segment, which can be economy, medium and premium. Everyday economy dishes will be constantly bought by 80% of the population (because it breaks from time to time). 40% of the middle class will be tempted to the medium (and very, very rarely, since they will use it only on holidays). And a maximum of those 10% of the population that have become “big people” and now take care of the external attributes of their status consumption will spend on premium. Which, by the way, is very good for the seller, since high-status consumers have to follow fashion trends that are constantly changing even in the field of kitchen utensils (although not as fast as in clothes).

In the meantime, it remains to decide when and where people buy dishes? With regard to the economy segment, the answer will be banal: as needed and during long trips to supermarkets (when products are purchased immediately for the whole week). That is, on the shelves related products. But for a medium and premium dishes, people may not be too lazy to go to specialized stores that are located ... where? This is an interesting question.

Anchor for the buyer

Let's start with the fact that a specialized dishware store does not have to be located in the business center of the city. Firstly, for economic reasons - the rent of retail space in such areas is too expensive. And secondly, in the view of even a rich person, kitchen utensils are not such an important acquisition to go for them somewhere very far away.

Therefore, it makes sense to open a dishware store even in a residential area, since many of these areas themselves represent cities with a population of over 100,000 people. But even here there is a subtlety: a shop selling utensils should not be located completely on its own. It must be located next to other shopping centers, which in modern cities play the role of "anchors" of consumer demand.

So a store that sells dishes can be either a separate building or a cell in a shopping center - the main thing is that it catches the eye of potential buyers more often. The rest will be a matter of technology. If, of course, it is applied correctly. In any case, knowledgeable people are sure that any product can be made a financial "goldfish" if three conditions are met:

• hire good sellers;
• choose the right assortment;
• competently organize merchandising (that is, the supply of goods).

At eye level

Let's start with the range. Experienced retailers say that most of the products in shopping malls belongs to the middle price segment. For very cheap and very expensive goods, no more than 15-20% of the assortment remains.

However most revenue, as already mentioned, is brought by expensive and average goods. How do sellers achieve this ratio?

First of all - due to merchandising. The simplest of merchandising rules is the location of the most hot goods on shelves 110-130 cm from the floor, at eye level. Goods of the medium segment, which are in a conspicuous place, provide up to 40% of sales. Above are more expensive goods, and below the level of the hands (50-60 cm from the floor) - quite an economy segment.

Let's start with an elementary technique - specialized corners that can draw attention to certain types of goods. Plates and dishes will look much more solid in a specialized department facing the buyer.

If a potential buyer suddenly sees a table served for dinner in a supermarket among long rows of shelves, then this will certainly attract his attention. And if the table is served and decorated in accordance with all the rules, and there are nice consultants next to it, ready to talk about the action of a company that specializes in the production of tableware of such and such a brand, then with a probability of about 90% it can be assumed that the name of the company is the buyer will remember. As well as the appearance of her products. And on occasion, such dishes will buy.

However, supermarkets are usually not eager to arrange such performances. But they have other tricks. For example, a combination of medium-class dishes and souvenirs made of porcelain or faience in one department. The combination of dressy trinkets with plates turned to face the customer creates an upbeat mood that helps a person to decide on a purchase. But expensive premium-class dishes are usually exhibited in glazed mirrored display cases-slides, which by their own appearance should emphasize the luxury of the proposed product. Ideally, such showcases-slides should be rotating and backlit. Silver and gilded cutlery sets are sometimes even placed in jewelry counters. As for more prosaic kitchen utensils (knives, ladles, pots, etc.), instead of horizontal shelves, vertical perforated panels are fitted for them, on which these items are hung.

Another trick: frying pans and other small utensils (spoons, spatulas, ladles, etc.) are displayed several units at a time - from 3 to 10 pieces. This layout makes the product prettier and "richer", and at the same time creates an association with the inventory, which in itself instills confidence in the soul of the buyer.

"20 to 80" in a china shop

Then the question arises: if large supermarkets are familiar with all the know-how to increase sales of tableware and use them, then what about a single store that is going to do the same? How can a small shop (colloquially "china shop") compete with the sharks of the big china business? Will it work?

The answer is simple: it will work if you remember about the “20 to 80” rule, which we have already talked about.

To put it simply, super and hypermarkets do business on those 80% of buyers who spend 20% of their money on dishes. And a specialized dishware store will have the task of attracting those 20% that the remaining 80% will spend. But how to do this if all the ways to attract customers are already known and used?

First, not all are used. In supermarkets, it is still extremely rare to find themed corners. You can understand the owners of supermarkets - retail space should give a quick return. And when and to whom can an exemplary served table in the trading floor bring profit? But this question will no longer be before the owner of a dishware store.

Secondly, the owners specialized stores There are other ways to promote your products as well. For example, sales different types dishes can be enlarged if they are displayed on display windows not in the form of empty plates, but with contents. Of course, not real, but various dummies. This effective method increasing sales has long been used in Japan. Another way to attract consumer interest is the creation of corners of dishes associated with national cuisine. This move is promising because it is in this area that the influence of kitchen fashion is present.

Again, if space permits, 4-5 square meters can be allocated in the store to conduct workshops on the proper handling of exotic dishes. These events can be recorded on video and posted on the store's website, then the club of loyal fans will eventually form by itself.

And, of course, the staff. It is preferable to recruit women aged 40-45 as sellers in a dishware store. They come across as seasoned kitchen experts in their own right, and buyers will tend to heed their advice.