First, positioning and location. These are the first two problems that are interdependent at the same time. For example, first make clear the positioning of the bookstore and then find the store address purposefully, and strive to maximize the target customer group; If you already have a specific store, you need to choose the business category according to the location of the bookstore and the existing and potential consumer groups around you, and at the same time establish your own characteristics according to their consumption habits and tastes. Generally speaking, there are cultural and entertainment venues, commercial office buildings, mature residential areas, university areas, commercial areas and other places nearby, which are all optional places to open stores. Bookstores with individual venture capitalists are generally small in scale, and both mobile and fixed passenger flow are very important. Therefore, it is best to choose places with many people around the community or university area, such as stations, fast food restaurants, theaters, etc., and rely on stable community readers. Bookstores in university areas try to avoid too many bestsellers, and books that are too academic near office buildings will not sell well. If you open a professional bookstore near the relevant place, you will get twice the result with half the effort.

Second, the application

1. After selecting the store address, the District Cultural Committee where the bookstore is located will send someone to look at the address.

2. Name verification of the industrial and commercial bureau. (At this stage, the examination and approval of a pure individual bookstore is terminated, and it must be a joint-stock bookstore with a registered capital of 65,438+10,000 yuan or a limited liability company with a registered capital of 300,000 yuan. )

3. Go to the District Cultural Committee in the area where the store is located to jointly review the store opening license, and bring the license issued by the District Cultural Committee to the Press and Publication Bureau for the bookstore operation license.

4. The industrial and commercial bureau shall verify the capital, register and apply for a business license.

5. Tax registration. start business

Be a franchisee

Franchise bookstore is the headquarters where franchisees use their trademarks, trade names, brands and business models in the form of contracts. The headquarters is responsible for book distribution, national unified marketing and advertising activities, and provides uninterrupted operational guidance. Franchisees are responsible for daily management, independent operation and self-financing. Franchisees pay the joining fee to the headquarters, and pay a certain amount of brand use fee and advertising fee according to the specified amount. At present, the chain bookstores that can be joined in Beijing are: Xishu Bookstore, Family Reading Club and Rushiyuan Boutique Bookstore.

Advantages:

Franchise bookstore, as an advanced book sales model, has gradually emerged in China and is in a relatively stable development stage. Compared with independent bookstores, chain bookstores have formed a scale advantage, with all-round and full-process sales information, close contact with upstream suppliers, strong anti-risk ability and strong competitiveness.

Its advantages are: □

Fame and profit brought by brand effect: Usually, chain bookstores have a certain popularity and influence, and franchisees may attract a fixed customer base through the chain system without investing a lot of energy in publicity in the early stage. □

Unified procurement and distribution at headquarters can reduce the procurement cost: in fact, it not only reduces the cost, but also ensures the quality and taste of books selected by specialized personnel and supplied through good channels at headquarters, so franchisees do not have to be at a loss when selecting books. □

Enjoy management resources and improve the success rate: usually in the initial stage of joining, the headquarters will adopt training or assign special personnel to guide franchisees to pass on the proven successful management, operation and service experience. During the start-up, if you encounter poor management, you can get professional guidance and give corresponding solutions. At the same time, some chain bookstores adopt membership system to lock in certain fixed readers and improve their competitiveness.

Risk avoidance measures to reduce business risks: generally, chain bookstores with relatively stable development have some risk avoidance measures. For example, when the owner is ready to quit joining, he can return the book and realize the funds. Disadvantages □ It is difficult for chain bookstores to turn losses into profits in operation and management. There must be an efficient logistics system to ensure the timely supply of books, and rationing may lag behind the market. For more popular books, a lag of one or two days may lose some consumers. □

Chain bookstores have their own basic positioning, image and characteristics, and franchisees do not have much room to play. Franchise guidance chain bookstores generally have certain requirements for franchisees, such as the size of the store and the amount of funds. Those who meet the requirements need to go through the following steps:

1. Ask for joining information → fill in the application form for joining → preliminary examination.

2. Make an appointment for an interview and sign a letter of intent to join.

3. Site selection → headquarters evaluation → site selection confirmation → store design.

4. Formal signing → registration → store decoration

5. Training → Opening

Return on investment analysis

Total investment:

In which: distribution deposit □ 654.38+200,000 yuan, at the standard of 3,000 yuan per square meter.

Installation and maintenance costs □ including bookshelves and facades, etc. 30 thousand yuan.

Business equipment □ including computer and sales management software, telephone and fax machine, 20,000 yuan.

Opening expenses □ including registration, opening marketing, etc. 654.38+00,000 yuan □

Total annual management expenses □ monthly management expenses × 12 □ 140400 yuan.

Monthly operating and management expenses 1 1700 yuan.

Among them, the rental fee is 6000 yuan.

Water and electricity fee 100 yuan

Telephone and Internet access fees 300 yuan

The salary of personnel is 2000 yuan

Business tax is 2500 yuan

Pay the brand fee of the head office to 300 yuan.

Other expenses 500 yuan

Feature bookstore

Characteristic bookstore, in a narrow sense, refers to a bookstore specializing in the sales and service of a certain kind of books, that is, the so-called characteristic bookstore. In fact, sales and service cover many levels, which can be price, sales type, business model and service characteristics. Compared with chain stores, this bookstore has greater freedom for shopkeepers and can fully reflect personal wishes and characteristics; The purchase channel is controlled by itself, and the market response ability is strong; But it needs to pay more advertising expenses, and the risk is entirely borne by the individual.

Bargain price bookstore

As the name implies, such bookstores make a fuss about the price. At present, the fine-tuning of book prices and wages has risen to an absolutely disproportionate level, so specialized bookstores have become the hearts of book lovers. Don't think cheap goods are bad. These characteristic bookstores often keep up with the fashion trend, but their prices are low, which naturally meets the wishes of book lovers. These bookstores are basically small and medium-sized comprehensive bookstores, collecting books in the fields of literature and art, leisure and entertainment, senior high school entrance examination, computer and so on, attracting repeat customers with low prices and high quality, and stimulating consumption desire.

Professional bookstore

Refers to a bookstore that specializes in selling books in specific industries, industries and related fields. This kind of bookstore generally has a strong founder's personal thought, and most of the founders have industry background, and they have industry knowledge or professional sensitivity beyond ordinary people in this field. This kind of bookstore is very professional, providing books and information from all angles of a certain industry or industry, which is unique to me. Specialty is the biggest feature of this kind of bookstore.

Theme bookstore

Refers to a bookstore that has its own way of selling books or business model. The sales content of such bookstores are mostly concentrated in the field of life and entertainment, with loyal supporters and followers. Because of its unique characteristics, consumers cultivate brand loyalty, which is widely circulated among friends through word-of-mouth effect.

Atmosphere bookstore

Refers to a bookstore that provides consumers with a more comfortable reading and conversation environment while operating books. This bookstore is more like a book bar to some extent, mainly providing books and magazines for leisure and entertainment.

Replenishment channel

For all characteristic bookstore owners who need to buy their own books, there are basically three channels to buy books: one is to buy them directly from publishers, the other is to buy them directly from booksellers, and the third is to buy them directly from wholesale markets.

As an early small bookstore, buying goods from the wholesale market is the most extensive practice, and cash transactions in the wholesale market can reduce the discount of getting goods by 5 ~ 8 percentage points. In addition, when many new books were sold in the first round, the publishing society contracted some booksellers and gave them great discounts. If we maintain a good cooperative relationship with the powerful regular booksellers, we can take the lead in this market. It should be noted that publishers, booksellers and wholesale markets basically adopt an irresistible book supply model, and the allocation price is discounted according to the existing books. However, if the book entered is a sample book or an out-of-print book, it will not be returned.

For example, the bookstore covers an area of 40 square meters, which is the second prime location, with an average annual sales growth rate of 25%. The following total investment is the one-time investment of the bookstore, and the annual profit analysis is based on the second year's operation. The membership base is 2000, and the annual operation and management expenses are basically unchanged.

□ Total annual gross profit □ Monthly gross profit ×12 □ 205,680 yuan monthly gross profit 17 140 yuan daily turnover monthly gross profit income project non-member sales 350 yuan 10500 yuan 32%3360 yuan member sales 1700 yuan 5/kloc-. 5438+080 yuan group sales/KOOC-0/2000 yuan 20%2400 yuan membership fee income/KOOC-0/50 yuan 4500 yuan 50% 2200 yuan total 2200 yuan 78000 yuan/KOOC-0/7/KOOC-0/40 yuan □ annual pre-tax profit total 65280 yuan □ annual investment.

service

Chain stores usually have uniform service training and regulations. For characteristic bookstores, under the condition that the buyer's market is gradually formed and the price competition and purchase channels are equivalent, strengthening service has become a necessary means for bookstores to promote, maintain and tap new and old customers. For example, book purchasing closely following the market and consumer demand; The comfort of interior decoration and the placement of books; The familiarity of the employees in the store with books. , are common service categories. At the same time, it can also provide value-added services according to the market, such as accumulated consumption quota, discount cards, membership cards, book ordering, book search, book distribution and other preferential measures.

It is particularly worth mentioning that the personal charm of bookstore owners with personal characteristics can not be ignored. It represents your competitiveness, knowledge and stocking depth. Many owners of small bookstores keep good relations with editors of publishing houses and become good friends with consumers in their stores, so as to understand the dynamics of publishing houses and the psychology and needs of consumers in a wider range and form a benign interaction.

Other skills

First, when people's consumption level and consumption demand are getting higher and higher, bookstore management is also developing in the direction of humanism. Nowadays, environmental factors are becoming the dominant factor of consumption. Many bookstores have adopted a variety of business methods, such as adding coffee bars and teahouses in bookstores. It is not only a place for people who are tired of buying books to rest, but also an excellent place for many people to meet friends and negotiate business.

Second, apart from daily sales, bookstores can organize famous writers to sign books, organize lectures, reports, book reviews and other thematic activities to expand their social influence.

Third, online bookstores. Operators with both economic strength and technical strength have consolidated offline store sales and opened bookstores online as a good supplement to publicity and sales. Even, because of its convenience, the network attracts more attention and stimulates greater desire to buy.

Risk warning

In the fierce market competition, the operation and development of a personal bookstore must not be achieved overnight. It doesn't mean that with strong interests and financial support, you can only make money for free. In a market economy, you definitely need a more detailed business mind.

1. Publishers, booksellers and wholesalers' policy of supplying books without refund may lead to large-scale purchase and hoarding. Experienced people suggest the purchase method of running errands in small quantities.

2. Individual booksellers are mostly a dream or complex. There are many professional or subject booksellers with special preferences who know nothing about the basic principles of business operation in this field. The experiencer suggested that the operator must have basic accounting knowledge, system and business common sense.

3. Pirated books flooded the market, which caused a certain degree of market confusion and brought economic losses to buyers. Experienced people suggest that operators must have professional knowledge and identification ability.

4. The book market is an unpredictable consumer market with its own development law. The experiencer suggested that the operators should always pay attention to the fluctuation of the book market and its development upsurge and direction, so as to lay a solid foundation for the purchase.