Trading is one of the most sought after sources of income. If you are interested in starting your own business, consider opening a china shop. Draw up and carefully work out a business plan for a dishware store, and the result will not be long in coming. Try to open a store and it will become your reliable and constant source of income.

Why is it profitable to trade dishes today?

Firstly, people have always had, have and will have the desire to stand out from the crowd. Each hostess is always happy to surprise her guests and loved ones with serving both a festive and everyday table. An important role in the dishware 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 the house. This also applies to dishes.

Secondly, the sale of tableware is significantly influenced by social factors. Luxurious sets are must-have gifts for a wedding or housewarming. The more people buy houses and apartments, the stronger the demand for dishes for arranging new housing increases.

Thirdly, the constant change in 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, while having different colors. The ever-expanding assortment is another guarantee of successful trading.

Back to index

The success of your business will depend on the preparation of a business plan.

A well-written business plan will help open a store and become the key to success and future profits.

Therefore, approach this issue responsibly and use the advice of specialists who will analyze your business plan and check the correctness of the calculations.

Back to index

Manufacturers and suppliers

First you need to decide on the brands of manufacturers that will be presented for sale. According to the price range, manufacturers are divided into classes:

• low - Turkey, China;
• medium - Poland, Belarus;
• high - France, Czech Republic, Italy.

Having studied in detail the range of different brands, proceed to the selection of future suppliers. Check out their terms and prices. For suppliers, a very important criterion is the fulfillment of the conditions by the customer. In order for your further cooperation to be profitable and successful for both parties, familiarize yourself with the terms of payment and delivery of products in advance, highlight all the pros and cons for yourself.

The next step is to define the audience of buyers. It depends on which point 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 having certain experience and skills in the trade of dishes, it is quite difficult to represent only one company at the initial stages.

Back to index

Premises: location, area, interior

To open a glassware store, you need to choose the right location. It is important that the outlet is located in densely populated and passable areas. The best option would be the location of a china shop in a large shopping center. With this arrangement, a constant flow of visitors is ensured. It will not be superfluous to familiarize yourself with nearby competitors, as well as evaluate their pricing policy in relation to the product they sell. The rental price of the premises will vary depending on the location, the availability of parking lots and the convenience of access roads.

When choosing a premises, it is necessary to take into account the area of ​​\u200b\u200bthe outlet. To organize a small store, the minimum area will be 60 square meters. m. The footage depends on the number of zones and the range of products. Dishes are selected according to their purpose and divided into zones, for example, festive - in one zone, everyday - in another.

An important step is the interior design of the store. This will also affect the cost of purchasing equipment (cash register, showcases, shelves, racks, etc.), information about which should be included in the business plan. If you work with manufacturers directly, 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 a prepaid basis, but in cases where amounts of several tens and hundreds of thousands of dollars are involved, it is possible to get a discount of up to 10%.

Back to index

Recruitment and advertising

Seriously, you need to approach the choice of personnel. Sales consultants can be the key to both trading success and failure. Therefore, it is necessary to train staff on product characteristics and sales techniques before opening a store. Enough six sellers who will work in three shifts. It is recommended to hire charming and attractive women who themselves love to cook and set the table. If sellers like the product they are selling, they will be able to communicate the benefits of the product competently and convince the buyer to buy.

To attract future customers, you need to create an effective advertising company. Use the following advertising methods:

• own site;
• 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 of any store. Therefore, it is necessary to create a system of discounts, as well as to carry out promotions with drawings and prizes. Your task is to keep the customer base, and make visitors who will be in the store for the first time your regular customers.

* Calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to open a tableware store in a city with a population of more than 1 million people for the retail sale of tableware and household items. A feature of the project is a promising cooperation with private craftsmen and the sale of author's dishes, which is a competitive advantage.

For the implementation of the project, a room of 50 m2 is rented, located in a shopping center.

The target audience is the female population of the city aged 20-60 with an average income level. The price segment is medium.

The initial investment is 1,000,000 rubles. Investment costs are directed to the purchase of commercial equipment, the initial purchase of goods and the formation of working capital, which will cover the losses of the initial periods. The bulk of the required investment is in inventory, which accounts for 50%. Own funds will be used to implement the project.

The financial calculations cover the five-year period of the project's operation. Revenue and net profit forecasts are based on a sales plan of 400 sales per month and an average bill of 1,500 rubles. According to the calculations, the initial investment will pay off in 12 months of work. The profitability of sales in the first year of operation will be 9.4%, while the industry average is 8%. Integral project performance indicators are presented in Table 1.

Table 1. Key performance indicators of the project

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Tableware is a consumer good and is valued not only as a household item, but also as an element of decor. Demand for it always remains at a fairly high level for a number of reasons. Firstly, most of the dishes are quite fragile and break easily; secondly, it is interconnected with the dynamics of real estate sales, since usually new settlers prefer to purchase new dishes; thirdly, dishes and sets are one of the most popular gift options; fourthly, the tableware is influenced by fashion trends, so many consumers want to update it; fourthly, customers spontaneously purchase dishes that they like. To date, the market is represented by a variety of products of various types of dishes and price categories, which allows you to satisfy any demand.

The dynamics of the development of the tableware market directly depends on the well-being of the population. According to statistics, household incomes against the backdrop of negative GDP dynamics in 2015 decreased by 4% and continued to fall in 2016. The decrease in buying activity led to a decrease in the volume of retail sales of tableware in various market segments. It is possible to maintain the level of sales in the tableware market due to the intensity of discount promotions in retail stores. At the same time, in 2016 there is an increase in the cost of dishes by 10%.

Earn up to
200 000 rub. a month, having fun!

2020 trend. Intelligent entertainment business. Minimum investment. No additional deductions or payments. Turnkey training.

At the end of 2016, the tableware market in quantitative terms reached 1.47 billion pieces, demonstrating an increase of 3%. Over the past two years, there has been a slight decline in the market, which is explained both by a decrease in purchasing power and a decrease in imported products due to the exchange rate. Tableware imports decreased by 34% in 2015, and its share in the Russian market was 46% (against 59% in 2014). Against this background, domestic producers felt much more confident, which was reflected in the growth in the production of tableware. Thus, the production of glassware increased in 2016 by 5.4%, porcelain - by 6%, while the production of ceramic tableware decreased by 3.4%.

Summing up, we can distinguish the following trends in the market for tableware in Russia:

Decrease in buying activity;

Shifting buyers between different price segments;

Reduction of imported products and import substitution policy;

Growth of investments in this industry, which arose as a result of reduced competition from foreign suppliers;

Departure of many sellers from the market;

Growth in sales of tableware in the online trading segment;

Decreased profitability of the dishware business;

Intensity of promotions in dishware retail to stimulate consumer demand;

Revision of assortment policy and decrease in product quality;

Decreased markup on crockery.

Thus, there is a downward trend in the tableware market, which, according to analysts, should change to a positive trend during 2017.

Despite the negative market trends, this type of business is still quite in demand.

3. DESCRIPTION OF GOODS AND SERVICES

This project involves the opening of a tableware shop for the purpose of retailing tableware and household items. The assortment of the store includes the following product groups: glassware, porcelain, ceramics, cutlery, tableware, kitchen utensils, kitchen textiles and decor. The project provides for a multi-brand store format, which will best meet the changing demand of consumers and offer a wider range. The store will specialize only in retail.

The store will operate in a self-service format. As practice shows, such a system contributes to the growth of sales. Goods in the store will be divided into categories: kitchen utensils, tableware (by segments - porcelain, ceramics, glass) and kitchen textiles.

To form the assortment, a thorough analysis of the manufacturers of tableware that are on the market should be carried out. A competent approach to the choice of assortment will allow you to avoid excess inventory, reduce the likelihood of illiquid assets and increase turnover.

When forming an assortment, it is necessary to consider the following recommendations:

Give preference to white dishes - this classic option is most in demand, as it is suitable for any interior and is quite democratic in design;

For the initial stage, the optimal number of suppliers is 4-5 brands;

Take into account the interest of buyers in a particular type of dishes: the most popular is porcelain dishes, and recently the demand for glassware has been growing;

Ready-made ideas for your business

The need for a variety of assortment with novelties, catchy and bright dishes. Its share in the assortment should be small, but such dishes usually attract the attention of buyers;

The need for souvenirs, tableware and cooking utensils - each of these segments provides about a third of income during the year;

In addition to well-known brands and classic dishes, you can complement the assortment with original and original products made by private craftsmen. Today, there are many talented craftsmen on the market who make author's dishes. Thanks to the sale of such products, you can declare the uniqueness of the range and stand out in the market.

Ready-made ideas for your business

For the implementation of this project, the assortment was compiled taking into account all the above recommendations. For convenience, the entire range is structured by product type. Table 2 provides a list of products and manufacturers with which cooperation can be established.

Table 2. Planned assortment of a dishware store

At the initial stage, it is planned to work with five manufacturers that have proven themselves in the market: Dulevo Porcelain Factory, Experimental Glass Factory, Pskov Pottery, Aluminium Metallurg Rus, Belarusian Flax.

4. SALES AND MARKETING

The target audience of the dishware store is the female population of the city aged 20-60 with an average income level. It is assumed that at the initial stage, the main buyers will be visitors to the shopping center who accidentally entered the store, where the outlet will be located. Over time, it is planned to form a client base and advertise the store.

To attract visitors to the store, a well-thought-out marketing strategy is necessary. Before opening a store, you should place an ad at the outlet and consider event marketing. It is advisable to time the discount promotion to the opening day or offer the first visitors a loyalty card. An interesting and original option for the opening action is the drawing of a certificate for a master class at a pottery school. You can spread the word about the opening in the media or hand out leaflets inviting you to the store. An effective advertising tool will be a decorated showcase that will attract the attention of potential customers. According to market research, 70% of customers enter a store because they are attracted to a beautifully designed window display. The cost of window dressing is an average of 25,000 rubles. A bright sign will help to focus attention on the store. An advertising sign will cost around 15,000, including installation.

Competent registration of a trading floor is an important element of marketing strategy. When placing products on the shelves, the following principles of displaying goods should be observed: dishes should be displayed systematically (taking into account manufacturers, colors, etc.) and without clutter, which will reduce the perception of the assortment by the buyer.

You can also create accounts on social networks, where store products, information about discounts and promotions will be posted. You can hold a “circle” campaign for a repost - this will expand the audience of consumers. You can run a "product of the week" promotion, offering customers to purchase a certain category of product at a discount.

Another attraction tool is a unique offer, i.e. the presence in the store of a product / service that is not provided by competitors. This will force the consumer to come to your store. For example, it can be handmade dishes, unusual dishes from different countries, etc.

This project provides for the following promotional tools:

Promotion with drawing of a free certificate for a master class in pottery -1500 rubles;

Window dressing - 25,000 rubles;

Distribution of leaflets with a 10% discount coupon - 3500 rubles.

It will take an average of 3 to 6 months to promote the store and reach the desired sales volumes - during this time, buyers have time to get to know and get used to the new outlet.

Ready-made ideas for your business

When planning the volume of sales, some seasonality of the dishware business should be taken into account - in the cold season, they often buy dishes for tea and coffee, and in the summer months - dishes for cold drinks. During the New Year and spring holidays, sales volumes increase by 2-3 times, the greatest demand is for giftware.

The planned sales volume is calculated based on the average check amount of 1,500 rubles and the number of customers - 400 people per month. Thus, the average amount of revenue will be 600,000 rubles per month. It is planned to reach the declared sales volume in the fourth month of the store operation.

5. PRODUCTION PLAN

The implementation of this project includes the following stages:

1) Business registration. No special permits are required for retailing tableware. However, the dishes are included in the list of products subject to mandatory certification by the decision of the State Standard. This should be taken into account when choosing tableware suppliers.

To open a dishware store, you will need to collect a package of documents, which includes a sanitary and epidemiological conclusion from Rospotrebnadzor, permission from the fire inspectorate, and regulatory documents for the store.

To conduct commercial activities, an LLC is registered with a simplified taxation system (“income minus expenses” at a rate of 15%). Type of activity according to OKVED-2:

47.78 Other retail trade services in specialized stores.

2) Choice of location. As with any retail establishment, location plays an important role. The location assessment of the store takes into account such components as the characteristics of the area, ease of parking, the intensity of pedestrian traffic, visibility and noteworthiness, proximity to similar enterprises. The required store area is at least 40 m2. For a store with a self-service system, an area of ​​​​at least 50 m2 is desirable. However, it all depends on the scale of the store and the assortment.

This project provides for the lease of premises in a shopping and entertainment center. It is important that there is no analogue store on its territory, which reduces the level of competition. The advantage of this location is the continuous flow of potential buyers. The main disadvantage is the high rent. A retail space of 50 m2 costs about 50,000 rubles on average.

3) Equipment of the retail space and the interior of the store. The interior of the store plays an important role in the perception of customers. The retail space should be bright and cozy, imitating a home environment. When choosing the premises for the store, the criterion for the suitability of the pavilion for the start of work was taken into account, so there are no repair costs. The decor of the room will need 15,000 rubles. In addition, you should purchase commercial equipment - racks, showcases, cash counter, cash register. Since the store operates in a self-service format, several racks will be required on which the goods will be placed. For the initial stage, one cash desk is equipped in the store, however, when the planned sales volume is reached, a second cash desk will be installed. Table 3 shows the main equipment costs, which amount to 132,000 rubles.

Table 3 Equipment Costs

4) Purchase of goods. Having decided on the suppliers, it is necessary to purchase goods for the store. Practice shows that for a small dishware store, 500,000 rubles will be enough to form the initial assortment. Based on the specifics of demand and the conditions of suppliers, it will be necessary to purchase additional goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to exclude illiquid assets and oversaturation of product shelves.

5) Recruitment. The main staff in the store are sales assistants. It is on them that the success of trading largely depends. Portrait of a sales assistant: a middle-aged woman, smiling and polite, who knows a lot about crockery paraphernalia and is able to convey information to the buyer in an understandable form. Practice shows that it is this type of seller that inspires the most confidence in the average buyer. The key criteria in the selection of personnel are communication skills, responsibility, courtesy, and the ability to work with people. For the initial stage of the store operation, two sales assistants and two cashiers will be required. A shift work schedule is provided, one sales assistant and a cashier work in each shift. The functions of a manager and accountant are assigned to the entrepreneur himself - this will save money in the first months of work.

Before starting work, the staff must be trained, having familiarized themselves with the range of products, their characteristics and sales technology.

6. ORGANIZATIONAL PLAN

The preparatory stage lasts about two months, during which it is envisaged to go through registration procedures, establish partnerships with suppliers, search for suitable premises, recruit personnel, and purchase equipment and goods.

In this project, the entrepreneur performs the main functions of a manager - he goes through all registration procedures, recruits personnel, negotiates with landlords and suppliers, purchases goods, is engaged in strategic promotion of the store, and controls sellers.

Sales assistants and cashiers work in the store to carry out the trading process. Since the store is open daily, a 2/2 shift schedule should be established. Shift - a cashier serving the cash desk, and a sales assistant working in the hall.

The opening hours of the store coincide with the opening hours of the shopping center - from 10:00 to 22:00. Based on these conditions, the staffing table is formed. The wage fund is 106,600 rubles.

Table 4. Staffing and payroll

8. FINANCIAL PLAN

The financial plan takes into account all income and expenses of the project, the planning horizon is 5 years.

To launch the project, it is necessary to calculate the amount of investment. To do this, you need to determine the costs for the purchase of equipment, the initial purchase of goods and the formation of working capital, which will cover the losses of the initial periods. The initial investment for opening a dishware store is 1,000,000 rubles. The main part of the required investments falls on commodity stocks - their share is 50%; 30% accounted for working capital, 13.2% for the purchase of equipment, and the remaining 6.8% - for advertising, business registration and arrangement of retail space. The project is financed by equity. The main investment cost items are shown in Table 5.

Table 5. Investment costs

Variable costs consist of the cost of purchasing goods. To simplify financial calculations, variable costs are calculated based on the sum of the average check and a fixed trade margin of 60%.

Fixed expenses consist of rent, utilities, payroll, advertising and depreciation. The amount of depreciation is determined by the straight-line method, based on the useful life of fixed assets in 5 years. Fixed costs also include tax deductions, which are not presented in this table, since their amount is not fixed, but depends on the amount of revenue.

Table 6. Fixed costs

Thus, fixed monthly expenses were determined in the amount of 179,100 rubles.

8. PERFORMANCE EVALUATION

The payback period of the project with an initial investment of 1,000,000 rubles is 12 months. The net monthly profit of the project upon reaching the planned sales volumes will be about 50,000 rubles. It is planned to reach the planned sales volume in the fourth month of operation. The profitability of sales in the first year of operation will be 9.4%, while the industry average is 8%. The return on investment is 13.6%, and the internal rate of return exceeds the discount rate and is equal to 9.72%.

The financial plan takes into account the optimistic sales forecast that can be expected due to the store's favorable location and high traffic of potential buyers.

9. POSSIBLE RISKS

To assess the risk component of the project, it is necessary to analyze external and internal factors. The specifics of the institution determines the following risks of activity:

Increase in purchase prices for goods, unscrupulous suppliers. In the first case, there is a risk of increasing costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in the trading process due to a lack of goods. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions that provide for the liability of the supplier in case of their violation;

Insufficient level of demand. This risk is one of the most probable and may arise due to both low solvency of demand and high distribution costs. It is possible to reduce the risk with careful planning of the store's activities and financial results, competent choice of retail space, holding various promotions and discounts, stimulating repeat purchases, flexible pricing;

Reaction of competitors. Since the tableware market is quite saturated and the competition is high, the behavior of competitors can have a strong influence. To minimize it, it is necessary to create your own client base, constantly monitor the market, have a customer loyalty program and create competitive advantages;

property risks. This category includes the risks associated with damage and theft. Crockery is a rather fragile item, so it is not uncommon for it to be damaged. The self-service system increases the likelihood of this risk occurring. Minimizing the threat will allow the sales assistant to check the goods that enter the store, control the situation on the trading floor.

Problems with personnel, which means low qualification, staff turnover, lack of motivation of employees. The easiest way to reduce this risk is at the stage of recruitment, hiring employees who meet all the requirements. It is also worth considering bonus motivation for employees;

210823 times.

Profitability calculator for this business

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 their lineups, and sellers skillfully lay out new items on easy-to-view racks, tempting consumers to new purchases.

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 "ware" 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.

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 of 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 shop selling utensils 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 centers belong to the middle price segment. For very cheap and very expensive goods, no more than 15-20% of the assortment remains.

However, most of the revenue, as already mentioned, is brought by expensive and medium-sized goods. How do sellers achieve this ratio?

First of all - due to merchandising. The simplest of the merchandising rules is the location of the most popular products on the 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 displayed in glazed mirrored display cases, which, by their very appearance, should emphasize the luxury of the goods offered. 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 of specialized stores have access to some other ways to promote their products. For example, the saleability of different types of dishes can be increased if they are displayed in shop windows not in the form of empty plates, but with contents. Of course, not real, but various dummies. This effective way to increase 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.

Incomes of residents of large cities are constantly growing, along with them, consumer demand for a variety of product groups is growing. 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 have their logo applied on them and use the cups as corporate souvenirs.

Tatyana Lebedinets, the head of the Serviro chain of tableware stores, which belongs to the MIRS company, believes that souvenirs, as well as tableware and dishes for cooking, will be the ideal assortment for a tableware store. 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

The premise for a complex store of tableware 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. Purchase of 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 (registration of a business, preparation of 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 what kind of dishes to buy. Buyers trust such sellers more.

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

In the competitive struggle in the "dishes" market, one 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 client purchases a quality product, comes home, puts it next to outdated dishes and understands that a lot needs to be changed. To use the feedback to the maximum, the owners of outlets apply discounts and arrange all kinds of promotions.

Although there is a seasonality in the trade in tableware, it is very insignificant: dishes for coffee and tea are bought in the winter, for picnics and soft drinks - in the summer.