Clothing is a popular and sought-after product, so competition in the field retail high. Nevertheless, you can open an online clothing store without special knowledge and large investments, which is well suited for a novice entrepreneur.
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The relevance of the idea
The proof that opening an online clothing store is profitable and relevant is the following:
- Most buyers constantly update their own and children's wardrobe, follow the fashion and buy new items.
- An online clothing store saves the buyer's time. You no longer need to waste time shopping, just go to the site and place an order.
- Minimum investment at the initial stage. A businessman does not need to have a large warehouse and spend money on renting a room. In the early stages, goods can be stored at home.
- Affordable prices. In the online store, the price is lower, since there are no rental costs. Therefore, the demand is higher than in an offline store.
Niche selection
To start planning correctly, you need to decide on the direction.
To select a niche, follow these steps:
- Select the target audience (who will wear it).
- Decide where the clothes will be worn.
- Choose a specific type of clothing.
Example: women's clothing - for the home - dressing gowns.
Sale of vintage and used clothes
The specifics of these areas:
- A vintage item can be used or new, but made in a vintage style. In any case, the owner must understand the historical features, and the clothes must be of high quality and undamaged.
- Used or second-hand clothing: look for items that do not show signs of being worn, damaged or frayed. Preference is given to goods from Europe or the USA - the quality of these clothes is higher and they are in good condition.
Description and analysis of the market
You can start by selling goods in the city or region, and then go to the all-Russian and international level. Growth was noted in areas such as affordable and branded clothing.
The potential capacity of the Russian clothing market is estimated at $23-25 billion (of which Moscow accounts for $4-5 billion), and the annual growth is 20-30%.
Every year, competition among domestic and foreign manufacturers is growing. In this regard, the cost of goods decreases, and the margin increases. Each factory offers more and more favorable conditions for cooperation, for example, reduces the minimum amount of bulk purchases.
The growth of the market leads to filling with a large number of unusual and unique models to satisfy the tastes of every buyer.
Definition of the target audience
Definition target audience necessary for proper communication with the client and understanding how to hook him.
Methods of determination:
- Hiring an Experienced Marketer. He will test the market in the chosen niche. Services are expensive.
- Survey among friends and acquaintances. Interview 100 city dwellers and find out what they want to buy but can't find.
The second method does not require financial costs, so it's preferable.
Conduct a survey and draw up a client profile:
- His interests, where he will respond to the offer and advertising.
- His purchasing power is how much he can spend on a product. There is no need to advertise to those buyers who cannot afford to buy the product presented.
Competitive advantages
Success factors for an online clothing store:
- quality products;
- reliable suppliers;
- a wide and well-thought-out assortment that takes into account the needs of the target audience;
- online consultant on the site;
- telephone 8–800, free for the client;
- convenient and understandable site structure;
- active and thoughtful advertising on all available resources;
- customer loyalty program;
- competent pricing policy;
- delivery to your home or office;
- the possibility of fitting;
- quality branded packaging.
Ways to promote an online store
- contextual;
- targeting in in social networks;
- promotional posts on popular blogs.
- mutual reposts;
- bulletin boards;
- own pages in social networks.
primary advertising
The fastest and easiest way is contextual advertising:
- maintain your own page / group / account;
- provide paid targeted advertising;
- place ads in thematic groups, with bloggers;
- look for customers in the communities of competitors.
catch-up advertising
- Yandex. Direct;
- Google Adwords.
When creating an ad, you need to divide users into at least two groups:
- Didn't order. If the customer added the item to the cart but did not buy, you need to help him complete the purchase: "Your cart is waiting, place an order and receive a gift."
- Made an order. If the user has already made a purchase, it is necessary to offer to buy something else and give a discount on the second order.
Supplier search
Opening an online store from scratch is impossible without finding a supplier of products.
Directions:
- own production;
- suppliers from Russia;
- Chinese manufacturers;
- European brands.
Own production will bring the greatest profit. But this requires skills and large investments at the initial stage.
Instructions on how and where to find clothing suppliers for an online store - Alexander Bondar (Bondar. guru)
Dropshipping
This separate direction cooperation.
Dropshipping steps:
- Conclude an agreement with the manufacturer.
- Find a client.
- Take the order and collect the necessary information.
- Pass the data to the supplier who sends the order to the customer.
- minimum investment;
- no stock of goods.
- less margin and profit;
- There are few companies operating under such a system.
Ordering clothes in China
In collaboration with Chinese manufacturers clothing has its advantages and disadvantages.
- a large assortment;
- low prices.
- Possibly low quality
- long terms of delivery of goods (1–2 months).
Lesson on how to open an online clothing store from China - Alexander Bondar (Bondar. guru).
Clothes of own production
Most promising direction allowing you to make good money. It is possible to sell with a markup of 300–400% or more.
But it's pretty tricky:
- need to understand sewing;
- purchase material;
- follow fashion and develop new models;
- It is desirable to have experience in a similar field.
Advantage: unlimited growth and scaling opportunities, up to creating your own brand and opening a network.
The manufacturer can act as:
- seller to the end consumer;
- wholesale supplier for retail stores.
One of the options for developing a business with the subsequent sale of clothes of own production:
- Start a business selling finished products.
- Gain experience.
- Start your own clothing business.
Choice of delivery method
You can arrange delivery in the following ways:
- own delivery service;
- outsourcing;
- mail delivery.
Own delivery service
Guarantees a high level of quality. The owner himself controls the work of couriers. But it requires large investments in equipment and hiring employees. For business start-ups and minimum investment- use only when working in one city. If sales are carried out throughout Russia, it is recommended to use other options or combine them.
At the initial stage, you can independently play the role of a courier - deliver the goods to the buyer, carry out a fitting. So the owner will see strong and weak sides understand what customers need.
Outsourcing
Cooperation with courier services (SDEK, DPD) and transport companies (Business Line, PEK).
- Makes the job easier in the beginning. All issues related to delivery, the partner takes over.
- Good for delivery to major cities.
- quality is lower than with own service delivery;
- it is difficult to influence the timing and level of communication with the client;
- delivery to remote regions and villages is impossible or very expensive.
postal delivery
Work through the Russian Post. It is very popular because of the affordable price and the possibility of delivery anywhere in the country. This method is beneficial if the goods are delivered to remote regions and villages or work is carried out with an adult audience - they most often use the usual methods.
When entering large volumes, it is possible to conclude an agreement for special conditions- up to the collection of parcels by the courier of the Post from the warehouse.
Order payment
All payment methods are divided into two types:
- prepayment (bank transfer);
- payment upon receipt (cash to the courier, cash on delivery).
Cash
Transfer of cash to the courier upon receipt of the parcel. Convenient and reliable way. The courier delivers the parcel, the client checks it and pays. If the courier works during internal service store delivery, and not outsourced - the buyer does not make any additional contributions.
Cash on delivery
Used on delivery courier service or Russian Post. A reliable method, but provides for an extra charge of 1-3% (depending on the contract, the extra charge is paid by the client, the seller, or both). Money is received within 1-3 days. The method is recommended for use, as many customers are afraid of fraud and prefer to pay a little more for the sake of reliability. The seller assumes the risks, since the client may refuse to receive the parcel and the businessman will not only not sell the goods, but will also lose money on delivery back and forth.
Prepayment to a bank account
You must have a bank account. For payment, a receipt with details is issued. Convenient for the seller, not very convenient for the buyer. An advantage is a type of order prepayment that guarantees the completion of the purchase. A similar method is payment by card, using special services (Coin, ru, etc.). Not recommended at the initial stage - it will require the installation of an online cash register.
Creation of an Internet platform
There are three ways to create an online store:
- On one's own. It is done on a ready platform.
- Turn to professionals. Freelancer or company.
- Buy a ready store. Created by someone before.
It is possible to create an online clothing store for free only on your own, but you will have to pay for the domain and platform anyway.
Site development
Website development stages:
- Acquisition of a ready-made service.
- Filling the catalog with goods.
- Setting up analytics systems.
Purchasing a ready-made service
You need to start creating a store by choosing a platform. It is recommended to use special constructors, for example, the InSales platform. No special skills and knowledge are required, everything has already been done for the user.
Stages of creating a store on the InSales platform:
- Choose a design.
- Set the required settings.
- Fill the resource with content.
Examples of ready-made templates for an online clothing store on the InSales platform.
Cleanliness Template Fantasy 2.0 Template Sample " fashion clothes» Fashion Theme Template
Filling the catalog with goods
The main tool for selling clothes is photos.
Photo requirements:
- good quality;
- several angles;
- possibility of enlargement.
Each item must have:
- description;
- characteristics;
- size and color chart;
- price;
- cost of delivery.
All clothes are placed in the catalog with filters according to the characteristics of the goods.
The product catalog should be user-friendly and intuitive.
Setting up analytics systems
Setting up analytics is necessary in order to understand where customers come from from the first day of advertising launch.
Setup steps:
- Before the start of site promotion, add analytics counters: Yandex. Metrica and Google Analytics.
- Set goals (instructions can be found in these services - in the "Help" sections).
- Identify the best acquisition channels and direct more advertising funds to them.
Financial plan
Financial plan consists of the following elements:
- start-up investments;
- expenses;
- income.
Starting investment
To start selling clothes over the Internet, you will need the following investments.
Expenses
Costs include costs for maintaining and developing the site, as well as for goods, taxes, etc.
Income
Earnings from an online store is determined based on the following data:
- monthly expenses - 90,000 rubles;
- revenue - 120,000 rubles.
With such indicators, monthly income will amount to 30,000 rubles.
Calendar plan
The advantage of an online store - quick launch, as it will be possible to open for 1-2 months. Being active in the early stages will save time and money.
Risks and payback
External risks:
- High competition. It is necessary to monitor the activities of competitors in order to quickly respond to changes.
- Fashion trends. It is necessary to take into account when forming the assortment, constantly replenish the catalog with new products.
- Seasonality. A businessman must timely adjust the assortment to the needs of customers in each season.
- Tightening Russian legislation in relation to small businesses, including the introduction of online cash registers.
- Fluctuations in prices for products from manufacturers and suppliers.
- Decreased purchasing power of customers.
Internal risks:
- Low qualification of personnel. Consultants should be well versed in the goods and quickly navigate the site.
- Unattractive website design.
- The complex structure of the Internet resource.
- Ineffective advertising campaign.
- Unreasonable pricing policy and ill-conceived loyalty program.
- Ignoring customer reviews feedback.
- Long communication. Late responses to phone calls and inquiries from customers.
Payback will be about 14 months or 1 year and 2 months.
Advantages and disadvantages of creating an online store
Advantages:
- fast;
- minimum investment;
- small risks;
- scales easily.
Flaws:
- requires constant attention (work with the site);
- high competition;
- high-quality advertising setting requires special knowledge.
Video
Instructions for creating an online store for beginners from Emagazin. info.
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The volume of online sales in Russia is growing every year. The list of goods and services that Russians are getting used to buying online is constantly expanding. New business on the Internet, you can start quickly, without being tied to a specific place of residence. For the convenience of entrepreneurs, today there are many available services for starting a business online, which we will discuss below.
What can be sold online
First, it is worth listing the main advantages of selling via the Internet:
- lower costs for starting a business compared to offline trading;
- business can be managed remotely;
- activities can be automated to a large extent;
- there is a possibility of scaling to a significant size.
You can sell more than just products online. Here are the three main groups of what is sold on the Runet:
- Goods
- Services
- Information products
Let's consider them in more detail.
Goods
When selling goods via the Internet, the business is based on buying goods at a lower price (often in bulk), and reselling it at a higher price. An entrepreneur is not required to be a specialized specialist in any field, it is more important to navigate the market for specific products.
If the business "went" there is a chance to earn money on one type of goods for a long time. And if the demand for it is wide, then such a business is much easier to scale than retail through offline stores. The Internet will allow you to start with much less investment and quickly reach a decent income.
But at the same time, creating an online store requires more funds than selling through a network of services or information products. As a rule, a more voluminous website (with a catalog of goods) is needed, as well as funds for the purchase of products. In addition, the costs of time and money will be associated with the fact that the goods will need to be stored somewhere, it will be necessary to ensure its delivery and daily calls. It is necessary to take into account the possible presence of marriage, as well as the fact that the product may go out of fashion or deteriorate. It also requires paperwork.
We will return to information about what goods are in demand in Runet in the section with statistics.
Services
If an entrepreneur is a specialist in a certain field, he can sell his services via the Internet and provide them (depending on the type) not only to his local market, but also to remote clients. In addition, it is possible to sell not only your own services, but also those performed by other people. In this case, the business becomes scalable, as it does not depend on the physical capabilities of one person.
Starting a business selling services is less expensive than selling goods. In this case, the purchase of goods is not necessary, and the site, as a rule, is needed much less voluminous than when creating an online store. No risk of product damage.
To start an Internet business on services, it makes sense to form a portfolio - some presentation of achievements in the selected segment. There should be positive customer reviews here.
Professionals providing services must constantly improve their skills and increase knowledge in their field.
Through the Internet in Russia, for example, the following services are sold:
- Creation of texts
- Creation of sites and their promotion
- Real estate rental and sale services
- Advertising services
- Legal services
- Programming
- Services in the beauty sector (beauticians, hairdressers, etc.)
Information products
If you have managed to solve some serious problem, you can make an information product about it and sell it to those who are facing similar difficulties. When your own experience is not enough, you can produce other people's information products.
The costs of starting a business selling information products, as well as selling services, are low. In addition to the cost of the information product itself, as a rule, it is required to create a very small website and invest in advertising.
In order for people to trust the information being sold, positive feedback from students and customers is useful. An infobusiness specialist must constantly develop his knowledge and periodically update his products.
In this sector, you can encounter cases of piracy. It is necessary, if possible, to monitor the availability of your courses posted on the network, and fight this. But the best way to fight would be to escort clients, which they lose simply by downloading a file with course information. After all, people are more successful in mastering some skills if they are included in live communication and can consult with an expert.
In Runet, completely different information products are sold, here are quite popular areas:
- concerning financial matters and problems (where to invest, how to solve debt issues, how to achieve sales growth, etc.);
- related to personal relationships (how to get married, etc.);
- about changing your own body (weight loss, muscle building, etc.).
Statistics: what Russians buy most online
Russian market e-commerce is very different from the global one. If there is a significant segment of the sale of information in the world (movies, music, books), then Russians are used to paying for it many times less, and mainly spend money on the purchase of physical goods. Here is a rating of the most sold goods via the Internet in Russia:
- Electronics and home appliances.
- Clothing and footwear.
- Computer technology.
- Auto parts.
- Cell phones.
- Childen's goods.
- Household products.
- Furniture.
- Equipment.
- Building materials.
How to choose a profitable object for sale in Runet
First, when choosing a niche, you should consider your own interests. Of course, you will not be able to sell what is interesting only to you and no one else. But for a long time it will be extremely difficult for you to engage in a business that does not have a soul. Indeed, in order to achieve a result, you sometimes need to be persistent and overcome difficulties, which is easier when you are really interested in something. In the chosen segment, it is good to have some experience and understand (or at least devote sufficient time to searching for the necessary information).
Secondly, you need to find out what demand there is for a product or service. If there is already a demand, it is much easier to work with it than with the promotion of a completely new unknown product. To determine the demand, there are Yandex and Google query statistics services - this is a reflection of how often Runet users are looking for something on the network. For example, you choose between two groups of products with what to make an online store. You can select the main queries for which people are looking for products of these two groups and check how many queries per month there are for one and the other group in Yandex Wordstat. A significant difference in numbers will objectively show what is in great demand.
Here you can immediately assess the seasonality of the future business. To do this, look at the query history in Wordstat. If you want to trade skis, then you will notice that the main surge in demand during the year in this segment occurs from November to February. This will allow you to more clearly plan your activities throughout the year. In addition, you will be able to roughly understand whether the number of requests in this sector is growing or decreasing compared to the previous year.
Third, assess the presence of competition. Strange as it may sound, the more competitors, the more profitable it can be to do business in this niche. If in some sector no one invests in business and advertising, this may indicate that it is quite difficult to make money in this niche. What are some simple tools for evaluating competition? Enter the desired search query in Yandex: for example, "cat food". On the right, you will see statistics on the results (how many pages Yandex found on this topic), and under this the words “Place an ad” and “Show all”. If you click on the "Show all" link, you can find out how many advertisements posted by this request. A simple example is to change the word "cats" to the word "dogs" and compare the results. You can do the same with those goods or services that you are going to sell, for their comparison.
Fourth, you need to take into account the profit from one sale. Online advertising costs money. And each client you attract will cost some amount. In this regard, some experts recommend not to get involved with sales in segments where the planned average profit from one sale is less than 700 rubles.
Fifth, evaluate the opportunities for additional sales. If you choose between two products, and customers need to order one product all the time, and the second one is ordered once in a lifetime, with the same sales margin, the first one is definitely more profitable. To increase the size of the check, you can consider the formation of sets, offer additional services, gift certificates and so on.
Sixth, evaluate the cost of personal time for doing business. If a business can only become profitable if you spend more time on it than is physically possible, perhaps the idea should be abandoned immediately. Including it is necessary to take into account the time spent on document management. In Russia, the situation in this regard is aggravated if the business is conducted in the form of a legal entity (and not an individual entrepreneur), there are employees on employment contracts, as well as in sectors requiring additional permits and the like.
Seventh, consider logistics and storage when it comes to goods. What are the costs of time and money you expect? What delivery services are available to you, what time do they work? How long does it take to ship the goods, etc.? How much space will you need to store it?
Eighth, think about how quickly the product or information product will become obsolete. If very quickly, it will increase the possible risks of the business.
And ninth, consider building momentum. If the business turns out to be profitable, it will be easier to scale it in a growing market and with a sufficient number of potential customers.
When comparing several groups of goods or services, you can evaluate them according to the given criteria and compare what is more profitable for you.
Steps When Starting an Internet Business
In what sequence can you act to start a business online?
- Selecting an object (product, service, information product) according to the steps described in the previous paragraph.
- Conducting calculations, drawing up a business plan.
- Testing business with this object.
- Making a decision on the continuation / termination of the sale of the object.
- In case of continuation - replication of business.
You can go through these stages several times with different goods or services until the best option is chosen. In addition, the choice of profitable options can be continued even if there is a successful business, because the demand for many things changes, new products and technologies appear, there is a seasonal demand for certain goods.
We have already considered the choice of a sales object, and we will devote a separate paragraph below to drawing up a business plan.
Therefore, here we immediately proceed to the testing stage.
Let's say you have chosen a service that you want to provide, found out that there is a demand for it, and that many advertise about it.
Where to start testing is to determine what methods of promotion competitors use.
You can check the demand for advertising on large sites: Yandex, Avito, other well-known, as well as specialized resources and other channels, which, in your experience, are more often used when searching for customers for this service. If the service is local, it's also a good idea to find social media groups in your area.
You need to find out the cost of advertising across all channels. And then choose the least expensive promotion methods in order to test them first. Advertising costs should be considered not only direct, but also related to the creation of the site. For example, if you see that you can place an ad from a private person on Avito, it might be worth it to start and use it, and not waste time and significant funds to create your own resource. To sell a variety of services and individual products, you can use pages on social networks and one-page sites. This will save you money at the beginning of the business.
Some methods of promotion can be very inexpensive, and some even free. Nevertheless, it is worth laying down some amount to test different promotion channels.
Next, it makes sense to make a plan for time, money and ways to advance when testing a niche, as well as the expected results. And then record all the data (how much money was spent and how many hits from each channel).
Prepare for the start of sales without making extra expenses (gather the necessary materials, get separate phones, if appropriate - design pages on social networks or minimally possible sites).
After that, you can run the first ad - starting with the lowest cost. Often the result of promotion depends on many factors (composing an ad, having a portfolio, the effectiveness of an advertising platform, etc.). Therefore, it will obviously be too early to draw a conclusion about the success of sales after one attempt to advertise on one site.
According to statistics, not every contact with a client (viewing your ad) goes into sale. From 100 views of interested customers, for example, one sale can turn out. If we are talking about advertising on a non-core resource where visitors were not looking for your services (for example, a city group), then ten times more views may be required.
During the testing phase, you need to ensure that your ads get enough views.
When it comes to advertising in Yandex.Direct or Google Adwords, the number of clicks on your ads should not be 10-20, but approximately 100 per potential sale. And it must be target customers, do not waste money on too general and non-core queries.
When executing your plan for the first test ad, it makes sense to adjust advertising company based on new data received and feedback from customers.
Once you've built enough leads, you'll be able to estimate the amount of sales your service (or product) received, as well as the average cost per sale. And based on this, make a rational decision about whether to continue this activity further or find something more interesting.
Online services for starting an Internet business
New services appear on the network all the time, we will list a few of them. Others you can certainly find for your specific tasks.
- Wordstat Yandex. We have already described how convenient this service is for finding out the demand for a product / service and determining the seasonality of its sales.
- Yandex.Direct and Google Adwords- two main services for placing search advertising.
- Yandex Market- large Russian site for the sale of goods.
- aliexpress- a large international platform for the sale of goods.
- Avito- an effective platform for finding buyers of goods and services.
- In contact with- social network with a large number of formed Russian groups potential consumers (local groups, interest groups).
- Business plan constructors - whole line online services for making calculations.
- Website builders- services that allow you to make your own website for free.
- Insales- service for self-creation of online stores.
Business plan: how to make the necessary calculations
Business plan It's not just calculations. In the case of preparation for investors, it can be a rather voluminous document. It is unlikely that when starting a small business online, entrepreneurs will compile it for themselves in the same detail, but nevertheless we will give the main sections that are usually included in it.
- Brief description of the project (form of business, required total funding).
- Description of the product or service (main characteristics and price).
- Market analysis (competition situation, distribution channels).
- Marketing plan (description of the target customer, geography of sales, main promotion methods).
- Production plan (if applicable) and logistics.
- Staff planning (how many people will work in the project).
- Financial plan (movement budget Money).
- Project implementation schedule (calendar plan).
If you are interested in compiling all of these sections, online business plan designers will help you. Such a free service is even on the site Russian government(on the federal portal of SMEs).
But the most useful thing is to create a cash flow budget before starting a business. It can take the form of a table that shows all expenses (one-time and regular), as well as expected revenue and other receipts. Such a plan is drawn up monthly for a long period, for example, 3 years. At the same time, the volume of sales must be planned taking into account seasonality. For example, if you trade in skis, your revenue in winter and summer will obviously be different.
As a result, the planned profit is determined for each period, as well as this indicator on an accrual basis.
Don't forget to include in your expenses:
- costs for business registration,
- taxes,
- rent, if you plan to rent a room,
- fare,
- purchase of goods,
- payment for advertising and website promotion,
- hosting and domain names costs,
- employee wages,
- accounting expenses,
- site content, etc.
By including all the necessary expenses in the table, you may be unpleasantly surprised by the possible result. But it is better to see the danger at the planning stage and change plans than to spend months or even years working at a loss that can no longer be returned.
That is why making calculations is highly recommended when doing business. Further, it is important to keep statistics in order to assess the already real, and not planned, state of affairs and take measures to optimize the situation.
An example of basic calculations for an online store
As a rule, each entrepreneur has his own expense items. It depends on the taxation system he chooses, hiring employees, renting a warehouse, transport costs, and so on.
Without going into such individual details, we will give a schematic example of calculating the profit of an online store.
Such a calculation should be done before starting a business and then adjust it depending on the results obtained. For example, you can see that with the planned advertising costs, the number of site visitors is half as much as it was planned. You may want to test other advertising methods or add new actual data on advertising costs to the main calculation.
A little about business registration
While you are testing different niches, you may not make a single sale at all. Or make one or two, which, in fact, is not yet a business. Therefore, it makes little sense to register an individual entrepreneur, or even more so a company, at this stage.
If the business "went", registration can be done quickly and without any problems. In the current legal regime when registering an LLC, the document flow will be more voluminous than when registering an individual entrepreneur, so is it worth complicating your life?
We strongly condemn work without registering a business in the manner prescribed by law, but some do this using the peculiarities of Russian legislation. For example, the following article of the Code of Administrative Offenses shows that individual in this case, it bears much less responsibility than a registered legal entity: “Article 14.15. Violation of the rules of sale certain types goods. Violation of the established rules for the sale of certain types of goods - shall entail a warning or the imposition of an administrative fine on citizens in the amount of three hundred to one thousand five hundred roubles; on officials - from one thousand to three thousand rubles; for legal entities - from ten thousand to thirty thousand rubles.
However, there are a number of liability options for illegal business activities.
In this material:
The advent and development of the Internet has given rise to a new trading era. To buy a product, it is not at all necessary to go to the store - it can be ordered on the Internet. The Russian e-commerce market is still developing. It still has niches to explore. One of the current areas is the clothing trade. A business plan for an online clothing store will help you explore a niche and start your own business.
Description of online clothing business
Relevance
Clothing is a sought after commodity. A person needs clothes in the same way as food, so this product is always in stable demand.
In favor of the relevance of the idea is the fact that people:
- steadily update the wardrobe, even if the old things are not yet worn out;
- follow the latest news and trends;
- buy fashionable things - this is due to the psychology of mass consumption;
- want to look good - this is one of the main reasons for the growing demand.
Advantages and disadvantages
Every business has its pros and cons. Internet commerce is no exception.
Advantages of opening an online clothing store:
- Does not require large investments. You can start with a small assortment of goods and expand as you make a profit.
- Selling clothes via the Internet does not require special skills and education. Everyone can take up the implementation of the idea.
- Free work schedule. The entrepreneur himself sets the schedule for the store and the dispatch of goods.
- There is no connection to the workplace. You can manage the team even from abroad, while traveling.
- High margin. The profit from such trade is usually higher than from the maintenance of a conventional store.
- No need to spend money on renting a room.
- Fast payback. Clothing sells quickly, so investments are recouped in a short time.
- Minimal risks. Even in case of failure, the purchased goods can be sold at a wholesale price.
- Opportunity for continuous growth. There are no restrictions - the range and quantity of products can always be increased.
Flaws:
- Advertising addiction. No ads, no sales. This is a feature of online trading.
- Dependence on seasonality, if the range of goods is small.
- Refusal of goods. Some customers change their minds about picking up goods from the post office. The percentage of such buyers is low, but they are always present. Postal services are paid by the online store.
Getting Started: Organizational Plan
Market analysis and opportunity assessment
To open your online clothing store, you need to start with a market analysis, which includes:
- Demand study. How much the product is in demand.
- Studying the proposal. How busy is the niche.
- Forecasting the development of the market.
The domestic e-commerce market is still developing. The number of online sales is increasing every year, especially for clothing sales.
This is because:
- on the Internet you can find something that is not in the city of the buyer;
- it's usually cheaper;
- it saves time - no need to go shopping and look for the thing of interest.
In addition, Russian Internet users prefer to buy clothes on domestic sites. Less than 2% of Russian consumers order clothes on foreign online platforms.
At the initial stage of work, the store accepts orders around the clock, but calling users on requests is carried out only in work time– from 09:00 to 17:00 on weekdays.
Sale of clothes via the Internet is carried out only in one city or region. As demand for products grows, it expands and enters the all-Russian market. The range of goods is expanding in proportion to the growth in demand for products.
Payment options:
- Bank cards.
- Electronic money.
- Cash at the post office after inspecting the goods.
Assessment of competitors and risks
E-commerce is a competitive niche. But most online stores are dependent on advertising, only a few are well-known and have regular customers. Therefore, with thoughtful marketing strategy it will be easy to beat the competition.
In addition, there are many ways to promote. As a rule, the owners of online stores use only a few of them. Thanks to this, you can save on advertising and master non-competitive niches.
Possible risks:
- difficulties at the initial stage;
- the assortment of goods is incorrectly selected - for example, the trends of the season are not taken into account;
- low demand for products;
- long payback;
- high percentage of rejection of goods;
- commodity prices will drop rapidly.
The target audience
The target audience of the store depends on the selected product range.
It can be:
- children;
- teenagers;
- young people under 27;
- men and women from 27 years.
REFERENCE. Buying activity is higher in the female segment of the target audience. Women are more likely than men to buy clothes online and buy more.
Narrow TA segments:
- athletes;
- tourists;
- military;
- hunters;
- actors.
For example, online stores of specialized clothing - for athletes, tourists, actors, military - are very successful. Knowing these audience segments and their needs well, you can open such a store. It is always easier to work with a familiar target audience.
Drawing up an assortment of clothes
The range depends on the target audience for which it is intended.
It should be:
- As widely as possible - so that all purchases are made in one store and the client does not apply for the services of a competitor. For example, if the store sells scarves, it is desirable to have hats, gloves and other products.
- Different sizes. If the store has a T-shirt that the visitor likes, but does not have his size, he will buy it from a competitor.
- High Quality. Quality is a guarantee that the buyer will return again and will recommend the online store to friends. This is especially important at the initial stage of business development.
Supplier search
Suppliers can be divided into two large groups:
- domestic;
- foreign.
The choice is made based on the specifics of the product, its wholesale cost and the expected profit from retail sales.
Suppliers can be found:
- In the Internet. This is the most common way. There are many wholesale warehouses in Russia with a wide range of clothing. Looking for them online, an entrepreneur has a large choice, and this is an opportunity to find the most favorable conditions.
- Manufacturers' websites. Even if the manufacturer has his own store, as a rule, he sells goods in bulk. Usually at the bottom of the site there is a column that describes the options for purchasing goods.
- In newspapers and magazines. Printed products are still popular, especially among women. Clothing is often advertised in magazines. Usually, the manufacturer simply indicates contact details, and the terms of cooperation are discussed individually.
- Through sales representatives of clothing companies.
Advantages and disadvantages of dropshipping
Dropshipping is a type of trade based on direct deliveries. The owner of the goods concludes an agreement with a sales representative (shop) for the sale of his products.
The cost of supplying products is set in advance, that is, the supplier receives a fixed fee for each unit of the product sold, regardless of its market value. The entrepreneur independently sets the retail price of the goods.
The store acts only as an intermediary - it finds a buyer for the supplier and sells his goods at a premium, leaving part of the profit to himself. After the goods are ordered by the buyer, the supplier is responsible for packaging and shipping.
Dropshipping Benefits:
- You don't need to buy a product.
- There is no need to maintain a warehouse - all goods are stored by the supplier.
- Wide range of goods.
- Ability to connect multiple providers.
- All responsibility to the buyer lies with the store. If the product is defective or does not meet the declared characteristics, the store will be responsible for this.
- The supplier receives the customer base of the store for free.
- Fraud risk. For example, a store's website sells original Swiss watches, and the supplier sends a fake. This will greatly affect the image of the store.
Production plan
Registration of entrepreneurial activity
Selling clothes via the Internet is a type of entrepreneurial activity that requires state registration.
There are two ways to register - get status individual entrepreneur or register entity. The second option requires more time, money and effort, so it is recommended to register an IP.
For this:
- The registration method is chosen - at the place of residence or via the Internet.
- Are selected OKVED codes. They tell the authorities which businesses are registering. The current OKVED codes are on the official website - code-okved.rf.
- An application is written in the form P21001.
- State duty is paid.
- Registration with the tax authorities.
ATTENTION! During registration, you must provide an email address. All documents will be sent to him. Since April 2018, sending by regular mail has not been carried out.
When the documents are submitted, it is necessary to register with the tax office.
This requires the following documents:
- copy of the passport;
- copy of TIN;
- certificate of registration of an individual entrepreneur;
- statement.
IMPORTANT! The application must specify the system of taxation. It is recommended to choose the STS - a simplified taxation system.
After all the documents have been submitted to the regulatory authorities and positive responses have been received, you need to open a bank account. Only after this registration can be considered completed.
Site creation
The site is the face of the online store. In many ways, the success of this business depends on how high quality the site will be.
Ways to create a site:
- On one's own. Suitable for those who have experience in web development.
- Buy a ready site. There are companies that sell template sites. They are inexpensive and comfortable.
- Order from professionals.
To get a good website, you need to correctly compose the TOR - technical task, from which the web developer will build.
The TOR must include:
- site structure;
- desired design;
- page prototypes and tools that should be on them - for example, a button for ordering goods, a shopping cart, etc .;
- structure and logic of transitions on the site;
- examples of successful competitor sites;
- additional wishes.
Online store advertising
Creating an online clothing store is not enough. It needs to be advertised. E-commerce is dependent on marketers. No advertising - no sales, especially at the initial stage of business development.
Internet traffic sources:
- Contextual advertising. This is an advertisement of the site in the search results of Yandex or Google.
- Targeted advertising in social networks. Allows you to divide the audience into narrow segments and create a separate advertising campaign for each of them. Advertising is not shown to everyone, but only to those who may be interested in it.
- Communities in social networks. There are two options for such promotion - selling posts in foreign communities, to which the target audience is subscribed, and developing your own public. Own public is needed to maintain the popularity of the brand, it will also allow you to attract additional traffic to the store's website.
Staff
Online store staff:
- seo-specialist - responsible for promoting the site in search results;
- marketers - responsible for advertising;
- site administrator;
- operator - calls customers on orders;
- courier - delivers goods around the city or sends them by mail;
- accountant.
Financial plan
Initial investment
Initial investment:
- purchase of goods - 400 thousand rubles;
- creating a website and filling it with content - from 50 thousand rubles;
- advertising - 80 thousand rubles;
- payment of state duty - 800 rubles;
- paperwork - from 3 thousand rubles
Investments and expenses Current expenses
Monthly expenses:
- warehouse rental - 10 thousand rubles;
- wages employees - 180 thousand rubles;
- advertising - from 80 thousand rubles;
- taxes.
Income from the sale of clothing
The profitability of an online store depends on a number of factors:
- selected product;
- demand for it;
- purchasing power of the target audience;
- seasonality;
- advertising campaign success.
Profit
The average profit from each unit of goods sold is 200%, and this is not the limit. There are categories of goods, the margin of which is more than 500%.
The monthly profit of the online store is 400 thousand rubles. This amount deducts the cost of advertising, site maintenance, employee salaries and taxes.
Net profit for the first month - 100 thousand rubles.
Profitability and payback period of an online clothing store
Profitability and payback periods depend on how productive marketers will work - how much money will be spent on conducting advertising campaigns how many customers they will bring, etc.
The payback of the business depends on what clothes are sold. If the store is open all year round and has no major seasonal drawdowns, it will pay for itself in a year.
Despite the rapid development of the e-commerce market, it is still free to explore. The competition is irrelevant. There are many areas in which it is minimal or completely absent. Creating an online clothing store is a promising direction for business development. Trade is increasingly moving to the Internet, this is the future.
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Attention! The free business plan provided for download below is an example. The business plan that best suits the conditions of your business must be created with the help of specialists.
How to become an Internet provider through a business plan?
The Internet provider company provides services for providing access to the network broadband internet for the population, enterprises and organizations.
General requirements for office space and its equipment
For the office of such a company, it is preferable to choose densely populated areas of the city. In addition to registering a private enterprise, in order to carry out this type of activity, it is necessary to obtain a conclusion on the compliance of the premises with sanitary standards and on compliance with fire safety.
The contractor must carry out the installation of the local network in a quality manner. This complex process begins with network design, installation, testing, and documentation.
Necessary equipment
There are several options for laying the network: country road, highway, freeway. Many start with the bare minimum of the highway, creating a small network for their neighbors. apartment building or business center.
For this it is enough:
- own apartment or office;
- average performance computer;
- cables for laying a local network;
- network card;
- high-speed modem and adapter.
All these devices will fit on one desktop. You can also save on software if you start from the bottom level.
At the same time, the functions of supporting network servers are shifted to the top-level provider.
The size of the client base in this case will not be able to exceed 30 subscribers.
To create a wide client base, higher-level networks will be required, requiring significant financial investments, the help of signalers and a lot of equipment: computers for installing a router server, a domain name server, a billing system, other servers (mail, proxy, WWW), a modem rack, switches and other. Be sure to purchase an uninterruptible power supply.
Connecting to a digital exchange with a four-wire E1 digital line is a prerequisite for a minimum of input lines with which you can hope for serious business.
Recruitment and organization of work with clients
It is more convenient to make settlements with clients through bank branches. You can, of course, buy cash machine and hire a cashier. For starters, you can get by with one advanced programmer with network administration skills.
When working with diagrams remote access 3-5 employees will be required (system administrator, technical support specialist, accountant-cashier, account manager).
Payback period
When organizing a medium-sized network, your investment will pay off in about a year.
Table number 1. Potential of consumers of services of Internet providers in Russia
Marketing program and customer search
It will not be difficult for the organizer of a low-end provider company in some remote area to create a client base for himself. In densely populated areas, there is a lot of competition among providers, so customers will have to be poached.
To do this, you need to find the weaknesses of competitors, acquire high-quality equipment, set adequate payment and provide yourself with advertising. Advertisements can be placed in the local newspaper, in city educational institutions, on buses and subways, on websites and social networks.
How to choose an ISP
