服装店的SWOT分析报告

Swot Report About the Clothing Shop

I ntroduction

Name:Bluebell

Location: at NO. 38 Zhongshan 3rd Road Brand:different brands of clothes

Target customers:18-30 female

Scale:50㎡

Staff: 6 girls

Investment:500,000 RMB

S wot analysis

Strengths

1．The staff of the shop are 6 young university students.They are from different places and each one has their own skills which can handle different aspects of the shop,such as management,sales and so on.

2．Employees are all girls so that it is easy for them to communicate with female customers.Also, we are young,motivative,enterprising and not afraid of obstacles.

3．The decoration and service of the shop are full of human sense.The wall and lights are in warm colors.Besides,the shop is

equipped with the air-conditioning and we have the delicate fitting rooms,which are convenient for customers to have a try.Furthermore, we provide a sofa for customers to have a short rest and serve them with water as well.

4．The clothes in our shop are various in styles and quality guaranteed. Before we buy the supplies,we would do some market researches to manage to meet the needs of our customers.What’s more,we offer different brands of clothes and the prices of the clothes in our shop are adjustable.If you could not find your favourite,you can write down what type of clothes you like,and we will try our best to satisfy your need next time.

Weaknesses

1．As a new-established shop, we don’t have ample sources of customer. Moreover, we are in line of unknown-brand clothes. So we don’t have credibility and word of mouth in the market. All these factors may obstruct our process of sale and result in our deficit at the early time.

2．We are all students with no experience in doing business on our own, this may cause some problems. For example, it may be hard for us to reach a united and satisfactory agreement on a certain decision. On the other hand, we young people though are passionate, we tend to be controlled by impulses, thus some

unreasonable or short-sighted activities will be done. These have bad impact on the management.

3．We have no boys in our group, which will cause some inconvenience, for example, it is not safe for our girls to operate in the evening. And in the case of taking goods from suppliers and moving heavy goods, we don’t have any boy to give us a hand. These will lead to the decrease of efficiency.

Opportunities

1．With the development of economy, personal disposable income in China has risen sharply, which makes our purchasing power triumph many times. Therefore people are more willing to spend money on their favorite item than ever before. This is the most fundamental advantage for starting a business.

2．Our clothing shop is located in the downtown of Guangzhou, with many multichannel buses directly arrived at, which can attract many visitors to come and go shopping here. Also, it’s next to the exit of Guangzhou Metro Line 1, and the visitors flow rate there is much higher than other places. For a clothing shop, the number of visitor is the key to successful business. Customer resource comes from visitor’s good impression, for this reason, the more visitors the merrier. We can easily get numerous potential customers.

3．As the provincial capital of Guangdong Province, Guangzhou has long earned a good reputation, which draws a large number of foreign merchants come round to invest. Biannual Canton Fair also helps to absorb international investor’s capital. In a word, the potential of development in Guangzhou is unlimited, as such,our clothing shop has great developing opportunity.

Threats

1．The clothing shop locates in prosperous area. There are many shops and big departments,with well-equipment and good services. A lots of people love to go shopping there, so this area has a great potential for development. However, our clothing shop is about to open without high reputation. So we might face strong competitors and high pressure.

2．With the great development of economy in Guangzhou, the price of land is expensive, so the rents rise sharply . Meanwhile, because of the rising food price,the fee of many aspects have increased gradually in recent years ,such as water and electricity charges ,security fee and so on. Therefore we will bear financial pressure and it might hard for us to make profits.

3．For one thing,we are the newcomers in clothing sales,with less experience in business, so we only have a few manufacturers to supply us clothing. It means that we might spent much more

money on buying stocks for not getting the net price.For another, nowadays, the concrete shops business are tough to run because of the new upsurge of electronic commerce in China. Owing to its high flexibility and diverse production, the electronic commerce has taken up certain market share and gradually has more impact on people’s life.Hence, the electronic commerce is the major threat to our shop in the future.

Summaries & Strategies

According to the above analysis, we can make a summary of our advantages:

Firstly, we are all female university students who are active and creative, so we can have a better communication with our customers.

What is more, along with the development of economy, the personal disposable income of Chinese increases gradually which is propitious to the development of clothing industry.

Finally, we own a good location,Guangzhou, which is well developed with a high flow of customers .Also, the China Export Commodities Fair is held in this city every year which can attract more foreign investment. All of these are beneficial to the development of the clothing industry.

Although it seems that we have a few advantages, relatively speaking, our disadvantages are more obvious. For instance, we are so young that we are lack of experience to manage this kind of business.

Besides, it is a new-blown shop for us , so we only have a low reputation and we just know a few suppliers In addition , we are all girls and when facing with some troubles, it is not easy for us to handle .

Also ,we all know that there are millions of clothing shops in Guangzhou, so we have to compete with those substantial competitors.Finally, the high cost of Guangzhou would increase our financial burden.So correspondingly ,we have the following strategies:

●Take part in some regular training courses to enhance our ability

of selling and marketing.

●To gain a higher reputation and earn more customers, we

should take some measures on our sales promotion, such as giving discounts when you show us your student card or if you become one of our shop members, you could get a fifteen percent discount and so on.

●In order to lessen our burden and solve some problems about

installment or some heavy works that we can not finish on our

own, we should hire a male part-time.

●With an unstoppable rise in prices, we have to broaden sources

of income and reduce expenditure, such as trying to use the LED light to replace the traditional ones, attempting to use recycle materials and reducing the use of high-power appliances.

●Because of the limited suppliers, we have to pay more attention

to the sources of clothes. Try to contact more suppliers and expand our goods channels to get the most favorable prices . ●To improve the core competence of our shop, we should also

pay attention to the electronic commerce.We should consider to open a intangible clothing shop through internet with pictures of various types of clothes so that we can attain a different way to run the clothing shop.