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 that sells dishes can be either a separate building or a cell in mall- the main thing is that it often catches the eye of potential buyers. The rest will be a matter of technology. If, of course, it is applied correctly. Anyway, knowledgeable people we 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 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, 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 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 small shop(colloquially "china shop") is it possible to 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 be faced with 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 trading floor? 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.

Tableware market operators note that in recent 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 remain unchanged, the knowledge and application of which will allow any market operator, whether it be a large commercial network or small retail store chick, save your buyer.

Tableware market, like any market in general, must take into account differences in preferences and purchasing power different groups consumers. There will always be a clear price gradation of goods: economy, medium and premium segments. Accordingly, any tableware market operator, first of all, decides for himself the key question: what will be its target audience? In other words, each retailer chooses its customer. And already from this choice the assortment list and the level of prices on the shelves of a particular store will depend. 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 geographic 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 of islands of decorative display in the trading floor - 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 display is a storage (stock) and at the same time makes the goods 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. Tableware- 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)

Encyclopedic reference: dishware store - outlet, where you can buy pots, plates, glasses, other items for serving or cooking, as well as various kitchen accessories.

Modern manufacturers offer a wide selection of dishes of different sizes, shapes, colors and purposes. Demand for this category of goods seems to be stable, but not everyone is lucky in this business. Why? Read our article and find out if a cookware store is profitable and how to avoid the most common mistakes in the initial stages.

Step by step to a profitable housewares shop

Step one: preparing the legal and material base

The same documents are required for the trade in utensils as for the organization of other types of retail sales:

Certificate of registration (legal entity or individual entrepreneur);

Certificate of registration and assignment of an individual taxpayer number (TIN);

The conclusion of the State fire supervision and sanitary and epidemiological station;

Cash register license.

Experienced entrepreneurs are advised to start with a small shop or department in a large shopping center. Choose a place where there is an "anchor" - outlets with themed goods such as kitchen textiles, Appliances And so on. Remember: dishes, as a rule, are purchased against the background of other purchases. You can also sit near the gift shop, since many buyers consider kitchen utensils to be a good present and buy them on the occasion of certain holidays.

How to choose a place? A good option is in a large shopping center with good transport accessibility. Also, a china shop can be opened in a residential area. If the premises can be rented, then it is better to purchase commercial equipment - so you can easily expand trade in another place, if necessary.

Step two: choose a strategy

Experts advise beginner businessmen not to sell dishes of one brand, but to have goods from different manufacturers available. In this case, you should choose a price category in advance. For example, focus on selling inexpensive tableware from China, Russia and Ukraine, or create an assortment based on more expensive European brands.

Before you open your kitchenware store, also decide what kind of goods you will sell. It can be kitchen utensils for cooking, exquisite crystal, practical plastic and much more.

Step three: we form the assortment, we recruit personnel

There are several ways to form an assortment. Firstly, you can offer customers a product that is fundamentally new for your region. For example, no one sells bamboo or ceramic dishes nearby. Focus on it, and the attention of the audience will be ensured. If there are no free trading niches or you do not want to take risks, take a closer look at your competitors. Which product category is in the highest demand? Focus on it and you, offering, for example, a better price or a wider selection.

Remember that the reputation of your store is the key to its prosperity. If the buyer likes you, he will tell three friends or relatives about it, if not, ten. That is why the choice of suppliers should be approached with particular care. Try to negotiate with manufacturers. Firstly, you will get a good price offer, and secondly, it is easier to control the delivery schedule and quality.

Important: each type of product should have its own zone: a zone for gift sets, a zone for cooking utensils and a zone for serving utensils. A third of the income per year brings each of these groups of goods.

In the place of the seller, according to experienced businessmen, it is best to hire a middle-aged woman. On a subconscious level, among buyers, it is she who is associated with an experienced hostess who can give useful advice choice of dishes.

Where to get money?

When calculating how much it costs to open a dishware store, consider the cost of renting a room, buying commercial equipment, assortment formation. On the initial stage quite big investment, since bulk purchases of dishes from suppliers are coming. Want to save? Sign contracts during exhibitions - large manufacturers offer good discounts during this period.

Credit is the most common form of attraction start-up capital. When choosing a loan program, keep in mind that the trade in utensils is a stable business that brings year-round income. Profitability is quite high if the trade margin is 25-30%.

Underwater rocks

Your reputation may be threatened by poor quality dishes and poor service. Failure can also befall you if you choose the wrong assortment. For example, you start selling elite crystal in a middle-class residential area. In addition, there is quite a lot of competition in this niche. Loyalty programs will help you stand out from your competitors. Remember that people love discounts and promotions.

Summing up

The dishware store is a fairly stable business with an average level of profitability. With the right approach to the formation of the assortment and the organization of the trading process, you will ensure the interest of customers in your outlet. It is easier to start with a small multi-brand store.

The wholesale base "Posuda" began its history in the 90s. It was a warehouse and showroom, next door to a toilet paper factory. The first deliveries were from Ukraine, from where inexpensive dishes were transported in whole trucks. In 2013, the company created its online store on the platform, and in two years the site's turnover increased 30 times. How to open an online tableware store and how such a business works - this was told to us by development manager Rustam Musifullin.

How to open a cookware store from scratch and become the first in a niche

“Wholesale warehouse “Posuda” appeared in 1998, and now it is more than 15 years old,” says Rustam. - Then, in the 90s, everyone was looking for the best way to make money, they tried to sell everything in a row, up to car parts. And then we thought about the business of selling dishes.

A small dishware warehouse worked next door to a toilet paper factory. They were mainly purchased from Ukrainian factories: they were transported by trucks! Now those factories are not in sight, and the utensil business is alive. Our “horse” is domestic dishes. From abroad we carry almost nothing. Among our suppliers are such giants as the Kuban, Dulevo, Dobrush porcelain factories, Experimental glass factory ... More than 50 enterprises.

More than 20,000 items are presented in the online store: dishes and souvenirs, porcelain, faience, glass, enamel, aluminum, galvanization, non-stick, souvenir, household group, plastic. Everything a hostess might need.

We do not work for the end user

In the 90s, the company focused on the local market and some neighboring cities. Now it is export all over Russia. To the south - to the Astrakhan region. To the west - to the Lipetsk region. To the north - to the Arkhangelsk region. The main buyers are from Bashkiria, Tatarstan, Samara region. There is no region where the company would not carry dishes: there are buyers even in the metropolitan regions.

We focus exclusively on wholesalers. Clients - the same wholesale bases, markets, shops, points in the markets with household goods. And an important limitation: in the store, so that retail customers would not be interested in ordering one or two products, we set a minimum order threshold.

Our online store is not a standard store. This is a catalog store

Dishware businesses are not very fond of the Internet as a sales channel. Before creating an online store, we had a small website with product photos. So, like a catalog, nothing special: you can look - you can’t order. At that time, business trips of managers were the main way to sell goods: they traveled around the regions and looked for outlets.

They took packs of catalogs, disks with them, offered to look through the site-catalog. In general, they worked in the old fashioned way. And it worked! But in 2013, we decided to take a more thorough approach to online product promotion and created a website with the ability to order dishes.

The method, when the manager goes on a business trip and gets acquainted with the buyer on the spot, still remains the most effective. But now a potential buyer can see and order a batch of goods directly in the online store. All photos, all current balances, all discounts for customers registered in the store are in the online store.

We chose AdvantShop as a platform for creating a store website. The platform is convenient for the most unenlightened person in Internet technologies. You don't have to think: just insert pictures, edit and catalog.

We almost do not promote the online store of dishes: we do not work with contextual advertising, with SEO optimization, all this is useless. In the dishware market, everyone already knows our base. We go the most simple way: through a live dialogue with a potential client.

How to open a cookware store to stand out from the competition? The most important advantage is efficiency. The goods arrived - we immediately take pictures. Everything that is in stock immediately appears in the store.

How to work with a store client

We work like this: a store customer examines the assortment, adds the product to the basket, and the manager immediately starts working with the order. Now the order is his responsibility.

This scheme is not quite traditional for an Internet business, but we rely on personal communication with a client, even if he comes from the Internet. By phone, for example, we can resell something or offer an alternative to a product that the client needs, but we do not have it.

The manager tells the client about the system of discounts that he is entitled to depending on the volume of the purchase. The discount also depends on the distance of the region to which the goods are delivered. The further the customer more money eat up shipping costs. It also depends on the amount of goods that the customer is willing to buy. Now the average order in the online store is 40,000 rubles.

What departments does the dishware business consist of?

The structure of the company then and now is based on the principle: supply department, sales department, showroom, warehouse.

• Sales department. Its experts know how to sell the dishes that we buy from suppliers. This dish appears on the pages of the online store. Sales managers work with customers who come from the online store: they call, talk, place an order and monitor payment.
• Showroom serves local clients. The minimum purchase amount at wholesale prices is 4000 rubles.
• Stock. All dishes are delivered here and sent to customers from here.
• Purchase department works with all suppliers, factories and companies that are ready to work on barter. Suppliers consult with the sales department to understand what is most often taken and what the client needs: in order to understand how to sell dishes, you need to know exactly the seasonality of this product.

Holidays are always a surge of interest in our product: February 23, March 8. People are actively buying dishes. For men - men's sets and assortment. Women - sets, gifts, souvenirs. In summer, this is a household group: buckets, goods for working in the garden. Goods for children's camps, glassware, glasses.

How we work with carriers

The most common method is the formation of a route: for example, we gather together all the customers of an online store from Bashkiria, and the truck goes to all these points. There are other ways - for example, containers, rail transportation, air transportation.

All dishes are delivered in factory packaging. If the goods are delivered "in bulk", then we put them in boxes so that there is as little fight as possible. The fight arises - we pick up on acceptance.

How sales in the online store increased in 2 years

Photo-operation helped us to open an online store of tableware from scratch. In the first month of operation, the online store brought in a very small amount, but there were very few photos in the store.

Dishes are very reluctant to take photos of the goods, infrequently, and supplier plants provide images of their products. Many factories simply do not have photos of the goods, and the contracts do not state that they are obliged to provide them.

And we take a lot of pictures ourselves. And we do it quickly. Our difference is speed. Goods arrive - we quickly upload photos to the store.

Now sales and the number of orders of the online store are now constantly growing. We believe that the platform is a great tool for working with both new customers and old ones.

Download checklist for launching a store

* 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. This product in general, it has several categories of goods, therefore, 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 can be found great amount 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 dishware store, it can work not only with individuals, but also engage in wholesale sales small parties with other entrepreneurs.

To get started, you need to register as a subject entrepreneurial activity, in this case can be done just like 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 the 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 an elite quarter, a utensil shop that sells only fairly expensive dishes can bring good profits; in the center, it is best to open a store oriented to 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, the players this market note that at first glance, the place that seems ideal for placement in 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 being formed, and already at this stage it is possible to understand that it is in to a large extent will determine the future format of work.

Ready-made ideas for your business

This is due to the following feature of trade in this type of product. Currently, a fairly large number of utensil 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 utensil 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. Working with resellers in most cases turns out to be too unprofitable, because their margin 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, it may justify holding special promotions, providing significant discounts on the opening day or gift certificates. Store information should be placed in a box in the media mass 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 product catalog 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 for goods 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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