Tableware market operators note that for last years consumer preferences have changed: buyers have become more demanding of the quality and design of tableware and kitchen utensils - they want to see in the kitchen beautiful and high quality dishes. 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, be it a large retail chain or a small retail store, to retain its customers.

Tableware market, like any market in general, is obliged to take into account differences in preferences and purchasing abilities 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 a key question: what will his the target audience? In other words, each retailer chooses its own buyer. And it will depend on this choice assortment list and the price level on the shelves of a particular store. Secondly, the retailer answers the conceptual question: what should its store look like? This is a question of positioning, a question of design, interior and exterior design, a question of recognition.

At the level of assortment formation retailer defines percentage goods in different price categories. As a rule, the lion's share of large format stores (hyper- and supermarkets) falls on products in the mid-price segment; No more than 15-20% of the assortment is allocated to products in the high and low price segments. However, operators that include several networks solve the problem of price differentiation by special positioning of each individual network and its geographical location, taking into account social factors and the solvency of the population. Most operators believe that it is impossible to achieve good profitability from tableware sales in a small area, since this product sells well only if it is presented in a wide range.

Specialized kitchenware stores designed for a narrower category of buyers, offering products in the middle and high price ranges. Often they are exclusive representatives of foreign factories, thanks to which they can offer special - one-piece - goods 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 tableware is ready to pay for the product he likes.

Almost all market operators agree: an ordinary product group in a store can be turned into a “cash cow” if three components are present: qualified salespeople (and quality service), a properly selected assortment and well-organized merchandising.

Merchandising, which takes into account the psychology of consumer preferences and motivation for making purchases, helps to create a unique atmosphere, win over the buyer, thereby forming his own special style of the store.

To create the necessary emotional atmosphere in kitchenware stores use special layout techniques. For example, a very positive impact on visitors is the presence of trading floor islands of decorative display - tables, served and decorated as a dining table or as a table for a festive breakfast. In the kitchenware departments, souvenirs are often sold as related products. Display of elegant souvenirs on slides in the center of the hall can create a festive emotional background in the department and help make a purchasing decision. The importance of proper display of products in stores and tableware departments is difficult to overestimate. There are cases when, after changing the design of a storefront, sales increased by 40-200%!

Classically ideal commercial equipment for kitchenware stores Simple functional racks and counters with horizontal surfaces are considered. The shelves in such racks are made of glass for tableware or made of chipboard and OSB for kitchen utensils.

Expensive dishes exhibited in glass cases and mirrored slides. Such slides can be rotating with selective lighting. But for kitchen equipment departments, instead of simple horizontal shelves, it is better to use perforated panels on which items are hung - from ladles to frying pans.

Cutlery is displayed in display counters, and cutlery sets are displayed in tall glass racks. Silver and gold-plated devices are more often placed in jewelry counters.

Pans and small kitchen utensils(spoons, spatulas, ladles, etc.) are never displayed in single quantities, but only in several units - from 3 to 10. Such a display is an accumulator (inventory) and at the same time makes the product more attractive, “richer”.

Plates look much more presentable when they are “facing” the buyer, which is possible when using special holders or grids for plates. And cutlery sets are conveniently placed on inclined shelves with a side, which facilitates visibility.

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. Dishes- exactly the product whose display can be easily made attractive from all sides. By installing “transparent” equipment along the display windows, you can get a beautifully and informatively designed display case and rationally used retail space operating inside the sales area.

(based on materials from the site www.liveretail.ru)

Trade is one of the most popular sources of income. If you are interested in an activity own business, consider opening a china shop. Draw up and carefully work out a business plan for a kitchenware store, and the result will not be long in coming. Try opening a store and it will become your reliable and constant source of income.

Why is it profitable to sell tableware today?

Firstly, people have always had, have and will have the desire to stand out from the crowd. Every housewife is always happy to surprise her guests and loved ones by serving both a festive and everyday table. An important role in the tableware business was played by the Soviet shortage - a time when people had a desire to be different, but this was impossible for one simple reason: everyone ate and drank from the same cups and plates, because there were no others at that time. Therefore, nowadays it is very valuable for people to have something beautiful and unusual in their home. This also applies to dishes.

Secondly, social factors have a significant influence on the sale of tableware. Luxurious dinner sets are must-have wedding or housewarming gifts. The more people buy houses and apartments, the more the demand for kitchenware for furnishing new housing increases.

Third, constant change fashion trends always entails a demand for dishes. Now in stores you can find plates not only round, but also oval, square and even triangular in shape, with different colors. A constantly expanding assortment is another key to successful trading.

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The success of your business will depend on drawing up a business plan.

A properly drawn up business plan will help you open a store and will be the key to success and future profit.

Therefore, approach this issue responsibly and take advantage of the advice of specialists who will analyze your business plan and check the accuracy of the calculations

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Manufacturers and suppliers

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

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

Having studied in detail the assortment of various brands, proceed to selecting future suppliers. Consider their conditions and prices. For suppliers, a very important criterion is the fulfillment of the terms and conditions by the customer. In order for your further cooperation to be profitable and successful for both parties, read the terms of payment and delivery of products in advance, highlight all the pros and cons for yourself.

The next step is to determine the buyer audience. It depends on what kind of outlet you want to open: mono- or multi-brand. For beginners, it is better to focus on the second option, as it is more flexible. Without certain experience and skills in the tableware trade, it is quite difficult at the initial stages to represent only one company.

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Premises: location, area, interior

To open a kitchenware store, you need to choose the right location. It is important that the retail outlet is located in densely populated and walkable areas. The best option there will be a china shop location in a large mall. With this arrangement it is ensured constant flow visitors. It wouldn’t hurt to get acquainted with nearby competitors and evaluate them pricing policy in relation to the product they trade. The rental price of the premises will fluctuate depending on the location, the availability of parking and the convenience of access roads.

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

An important step is decorating the interior of the store. The costs of purchasing equipment will also depend on this ( cash machine, display cases, shelves, racks, etc.), information about which must be included in the business plan. If you work directly with manufacturers, they can provide retail store equipment for your products. In branded racks, dishes will look more impressive. The downside is that foreign manufacturers cooperate exclusively on an advance payment basis, but in cases where amounts of several tens or hundreds of thousands of dollars are involved, it is possible to get a discount of up to 10%.

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Recruitment and advertising

You need to take your staff selection seriously. Sales consultants can be the difference between trading success and failure. Therefore, before opening a store, it is necessary to train staff on product characteristics and sales technologies. Six sellers are enough, who will work in three shifts. It is recommended to hire charming and attractive women who love to cook and set the table themselves. If sellers like the product they are selling, then they will be able to competently talk about the benefits of the product and convince the buyer to buy.

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

• own website;
• outdoor advertising;
• advertising in local media;
• placing advertisements in local culinary magazines and newspapers;
• product placement on television (dishes are provided for use in culinary programs).

The customer loyalty system is one of the main competitive advantages any store. Therefore, it is necessary to create a system of discounts, as well as conduct promotions with drawings and prizes. Your task is to retain your customer base, and turn visitors who are in the store for the first time into your regular customers.

In this article we will talk about another product that is in demand among buyers and belongs to the category of home improvement and decoration, namely tableware. We can safely say that this niche is not new and the market already has its own serious players who provide a fairly wide selection of products. And if in large cities the lion’s share of sales in this segment is carried out by large retail chains, then in small town, it is quite possible to compete and make a stable profit. In large cities it makes sense to sell something exclusive, such as dishes self made or be an official representative of some new trademark. This way you will have minimal competition with retail chains and you will be able to provide a fairly unique assortment.

Let's look at how to open a kitchenware store and whether it is profitable to do so. We will try to describe step by step all the main aspects of conducting of this business, so that you have an overall picture and algorithm of actions.

Documentation

As with any business, first you need to know what documents need to be completed. We will provide you with a basic list of those papers and permits that you will need for retail dishes.

• open IP.
• indicate OKVED for the activity. For Russia it is 47.59.2. For Ukraine – 47.
• enter into a lease agreement for the premises.
• have quality certificates for the goods.
• if necessary, obtain trade permits from the SES and fire service.
• recruit staff.
• decorate the buyer's corner.

In order to do everything correctly in the legal field, we recommend seeking advice from a lawyer.

Need product niche, which would be in high demand and at the same time could compete with other stores? The most attractive option is opening a hardware store. All the details are in our article at the link above.

Premises and place for trade

In the second stage, you will need to take care of choosing a location retail space, as well as its size. The shopping center is considered a very good place for any store, including a newly opened kitchenware store. Although there are also disadvantages: the problem will be to find free space, and rent in large shopping centers, as a rule, it “bites”. But the big plus is a continuous flow of potential buyers. In fact, your store will receive customers without initial promotion.

When starting in such a business, it is necessary to pay due attention to interior design. The right atmosphere, the choice of suitable colors and wall textures are very important. To do this, you can use wallpaper or Venetian plaster in pastel shades, it is advisable to select paintings or place photographs on the walls. It will be useful to create sound design. Quiet, pleasant classical music is a good solution. You can negotiate with suppliers about branded racks, where the display of dishes will look even more impressive.

Another way is to launch a store in a separate room. In this case, in addition to the same repair costs, you will need to think about security and promotion, and this is also an additional investment.

The average area of ​​a small tableware store is 25 – 50 sq.m. This is quite enough to arrange the shelves and arrange the presentation of the entire assortment.

Equipment

The third stage is the purchase and installation of commercial equipment. When starting a business selling tableware, you will need to calculate all the necessary investments in these devices.

You will need:

• racks with shelves.
• showcases.
• hanging shelves.
• furniture for the seller's workplace.
• security alarm.
• display lighting system.
• accessories for room decoration.

As mentioned above, the main thing is to create a cozy atmosphere with beautiful presentation product groups. This is especially true for exclusive tableware or handmade products.

Assortment and suppliers

The fourth stage of drawing up a business plan for a tableware store is drawing up an assortment.

The first thing you need to decide is the type of product: exclusive, everyday kitchenware or handmade products. The second is the price range and the presence of target buyers. The third thing is the manufacturers with whom you will cooperate.

I would like to note that if we talk about opening a department with dishes in a big city, then we can consider all options. But if your choice is a small store in a small town, there is no need to experiment and it is better to choose dishes for daily use as the basis of the assortment, and have 80% of cheap products and 20% of more expensive manufacturers in stock.

Main product groups:

• kitchen utensils (watering cans, lemon dispensers, spatulas, meat hammers, etc.).
• kitchen utensils (pots, pans, saucepans, etc.).
• storage utensils (jars, trays).
• glasses, glasses, decanters.
• children's dishes.
• for microwave ovens.
• knives.
• plastic dishes.
• tableware (bowls, plates, sets, cups, forks, spoons, etc.).

In general, there are universal utensils that are in demand at any time. This porcelain tableware is white and dark in color. It is popular in restaurants, cafes, and is used very often in every home. Food on white plates looks impressive, and it goes well with any tablecloth.

Black dinnerware sets (with or without a pattern), as well as white ones with a colored pattern, are also in high demand. Experts say that the most popular are sets of dishes for everyday use. Cooking utensils, and Gift Baskets make up only about 30% of all sales.

When opening a kitchenware store, it is advisable to immediately start working with several manufacturers, including domestic ones. Study prices and see where you can compete with similar product outlets. Always take quality certificates for goods, this will protect you from unnecessary fines that may follow after an inspection by a special commission.

Suppliers of tableware can be found on the Internet. You can contact the manufacturers directly and ask them to provide the number of the nearest authorized dealer in your area.

Staff

Guarantee successful work A store selling tableware will have a skilled and competent sales consultant. Your employee must understand the product range and be sociable. After all, people who can advise on a suitable option, orient on the quality of the manufacturer, the purpose, and who know how to cook and set the table, inspire more confidence in the buyer. And the most important thing is that the sellers themselves like the assortment, because only under this condition will they be able to easily convince even the most skeptical client to buy the product offered.

As an entrepreneur, you can take on the responsibilities of an accountant and manager.

Advertising

It is very good if you take care of advertising your business. You can create an online store, order outdoor advertising (it’s good if it is unusual and memorable), place advertising in local media, including culinary magazines and newspapers. But you can also rent out utensils for culinary events, and negotiate with chefs conducting master classes to advertise your utensils store.

Don’t forget also about holding various promotions, competitions with prize draws, and consider a system of discounts. Then every person who visits your store at least once will want to become a regular customer.

Factors influencing increased sales

Many changes in society entail an increase in sales of tableware. For example, an increase in the number of weddings, according to statistics, invariably leads to an increase in sales of this type of product.

An increase in sales in the real estate market also leads to a greater need to purchase this type of product: a new apartment with new furniture and, of course, new dishes.

In addition, market development factors in this area are the ever-growing range of tableware and the fashion for exclusive and interesting sets. Fashion dictates a lot, and the color of the plates and their shape may vary depending on the direction. Previously, all plates were equally round, but today there are all sorts of plates: round, square, triangular, oval-shaped, and even in the shape of various figures - for every taste of the buyer. Setting a table nowadays is an art, and restaurants are constantly looking for the most interesting options dish sets to surprise the client. And if you decide to become the owner of a tableware store, try to take care of the diversity in the assortment and the constant replenishment of the counter with new items.

The way you present your product in store windows and counters also significantly affects the number of sales. For example, the “warehouse” format, which is familiar to sellers, is inconvenient for the buyer.

Experiment with the arrangement, plus you can make several stands designed for specific brands of manufacturers. People should imagine how these dishes will look in their kitchen.

How much money is needed?

Now let's move on to financial side consideration of a business plan for a crockery store, namely a description of what it costs. We will indicate only the basic costs, and you will substitute the values ​​​​for your region and your product range, the final amount will be different for everyone.

Starting investments:

• cosmetic repairs – from $120 per 1 sq.m.
• purchase of equipment – ​​from $2000
• paperwork – $200
• purchase of assortment of goods – $7000 – $10000
• corporate identity and decor (signboard, business cards) – $250

Monthly investments:

• rent for the premises – from $7 – $10 per 1 sq.m.
• utilities – $20 – $30
• taxes – $120
• salary – from $200 per employee
• advertising – $50
• replenishment of product range – $1500 – $2000

Using this list as a basis, you can adjust it to your requirements and add missing expense items.

How much can you earn?

The average markup on dishes is 25% – 30%.

For example, for plastic products it can reach – 50% – 100%.

Everything will depend on the manufacturer and quality of the product.

The payback period for a business selling tableware is from 1 year.

Conclusions. Opening your own kitchenware store is a profitable niche for entrepreneurs who want, and most importantly, know how to work in competitive environment. Here you will either offer unique products, or a very wide range of goods, or you will charge a lower price. But in any case, it is possible to compete and make a stable profit.

Do you have experience in this niche? We look forward to your feedback below.

Utensils are used for cooking, for serving and serving food to the table, for storing prepared dishes. These are not all functional purposes, since the dishes can be used as a gift for an anniversary, celebration, or memorable date.

Since it has significant demand and is popular among consumers, the organization of a tableware store, promising direction in business activities.

To organize a successful and promising business for retail sales of tableware, a certain algorithm of actions should be followed aimed at creating and developing a tableware store.

Marketing research

Before proceeding with the organizational issue, you should find out the prospects of the created business in a certain territory and with specific product positions. Hold not deep marketing research quite simple, you just need to study the dislocation retail outlets in the place where it is planned to create a kitchenware store.

If a similar retail establishment already exists there, and the assortment matches the expected one, then it is better to find another place in order to avoid conflict situations. When the assortment is significantly different, and the prices for dishes are significantly lower, then there is no obvious competition, so you can rent premises in the area.

In parallel with the possibility of dislocation trading enterprise, the demand for a particular category of cookware is determined, how much it is in demand among buyers, and what preferences consumers have.
Having clarified these pressing issues, you can proceed to the next stage - registration.

Registration of business activities

Today there are no problems with registration, so this procedure does not take a lot of time, effort, or money. All you have to do is fill out the established forms correctly and submit them for registration to the relevant authority.

It is important to decide on the form of the business entity - entity or individual entrepreneur. Typical for retail trade organizational form IP, since simplified accounting, allows you to effectively conduct trading activities. More complex economic forms, such as LLC or JSC are more suitable for production processes or multidisciplinary activities.

Also, when choosing an organizational head start, you should take into account the number of founders who are ready to create and develop the activities of a store selling tableware. If there are two or more people, then you can use an LLC, if there is one, then an individual entrepreneurship.

Renting premises for a kitchenware store

The most the best option The kitchenware store will have a separate room in a shopping center or supermarket. Traffic in such places is high, so sales will constantly increase and trade turnover will increase. If this is not possible, then it is better to rent a separate building near a transport intersection, metro stations or public transport stops.

The retail area must be at least 50 sq.m. in order to place goods on display and leave space for customers to pass through.

The retail space must comply with sanitary standards and regulations fire safety. If these conditions are not met, the owner of a kitchenware store may have difficulties with the relevant authorities.

Agreements with suppliers and manufacturers

To create a successful and profitable business, it is important to organize the supply of a wide range of tableware and related products. The best option is a dealer agreement with the manufacturer, when the dishes are sold at selling prices, and commission interest is paid as a reward. Under the terms of the agreement, the owner of the tableware store represents the manufacturer's products in a specific region, and at prices set by the manufacturer. Such cooperation opens up broad prospects because:

• no significant investment in a range of cookware is required;
• the price of the product is significantly lower than that of competitors;
• a wide range of tableware, including new items and the most popular items.

These are not all the preferences that can be obtained when executing a dealer agreement, however, they are quite enough to conduct a successful and profitable business for the sale of dishes.

If the manufacturer is located in another country and there is no way to establish business contacts with him, then you can purchase dishes from a large supplier, who in turn can be a dealer of a particular brand. This form of mutual cooperation is also quite promising, since the goods are supplied to order, and its volumes can always be adjusted.

By resolving these organizational issues, you can achieve high efficiency from the store’s activities and the sale of tableware.

Customers willingly visit crockery stores, and the success of the enterprise depends on your ability to form an assortment and find a convenient place for a retail outlet. What points should you consider when opening a store?

Most women love to buy dishes. We can say that they visit dishware stores with almost the same pleasure as cosmetic stores. In the foreseeable past, the assortment of china shops was upsetting and discouraging - sets that were slightly different in design, but identical in shape.

Cups with wretched flowers. Plates with a joyless rim. The object of desire of many housewives during the times Soviet Union There was a red tea set with white polka dots.

And if you managed to get pots and boxes for bulk products the same color, you could be proud of yourself. If the house accidentally kept dishes inherited from great-grandmothers: elegant porcelain cups, a tureen that did not even allow the thought of borscht, or a teapot that children were strictly forbidden to touch, suspicions would creep in that the dishes should look something different.

Today, fortunately, the choice in stores is much richer and respect for dishes is gradually being revived. We are happy to buy dishes not because the cup broke, but we need to drink from something, and not in order to place the service in the sideboard for beauty. Dishes have become a very popular product that is in pretty good demand. We consider opening a kitchenware store a successful business idea with significant financial investments and good prospects.

Released today great amount a variety of dishes of all shapes, colors and sizes. There are buyers for all the most unimaginable and strange tableware delights and for very laconic household items intended for ascetics. Many dishes are traditionally purchased as gifts for weddings, anniversaries, housewarmings and other similar occasions. Many people simply cannot pass by the cup or coffee pot, salad bowl or bowl for sweets that they like.

And yet, despite the apparent simplicity of selling tableware, you need to know some rules and follow them if you want your business to develop successfully.

Kitchenware store location and premises

You can set up a separate store or department in a shopping center. According to experienced businessmen, it is better to choose a place among other shops or retail outlets. Then your store will be guaranteed a constant influx of customers. Experience suggests that customers rarely come to a china shop on purpose, but very often they stop by on the way to buy groceries, and once they enter, they rarely leave the store empty-handed.

It is also believed that a crockery store will be popular in a residential area, where there are many new residents and people are much more likely to think about improving their homes. The area of ​​the store depends on your financial capabilities and plans. Areas of 50-60 sq. m is quite enough, but you can settle on 150-200 sq. m. m. In any case, when placing dishes, you must follow the principle of zoning:

• Tableware
• Cooking utensils
• Gift sets of dishes, etc.

Purchase of goods

Experienced entrepreneurs advise starting a tableware business with a store that sells several brands. Foreign suppliers, if you establish direct deliveries with them, provide the store with commercial equipment with professional lighting, which will allow you to save significantly.

However, foreign manufacturers usually work on an advance payment basis. If the purchase amount reaches tens of thousands of dollars, you can count on discounts of 7-10%. At the start, you will need about $100,000 to purchase goods. Then the purchase costs will be dictated by trade turnover.

Range

When starting a tableware business, it is difficult to choose an assortment that will be profitable to work with. It can be argued that white dishes are a win-win option. It is universal and suitable for any interior, serving and dishes. Transparent tableware is also democratic and universal, and therefore is in steady demand. It’s better not to rush into catchy and bold design solutions until you decide on the preferences of buyers.

Porcelain remains the most favorite material. This material has excellent thermal conductivity, is hygienic and products made from it look aesthetically attractive. Large companies often buy lots of white porcelain cups to put their logo on them and use them as gifts and for advertising.

Introduce dishes made using new technologies into your assortment. Such new items do not appear very often and are always in demand. Please pay Special attention on the environmental friendliness of tableware, buyers are now attaching importance to this quality important when choosing. This is especially true for middle class buyers.

Recruitment

Friendly and knowledgeable sellers are a must successful business. Sellers must understand not only tableware, but also the technology of cooking and serving in order to convince the buyer of the need for a particular serving item.

Therefore, we can recommend middle-aged women as sellers who give the impression of experienced housewives who know a lot about dishes and cooking. Customer confidence is very important factor. The salesperson's salary is about $300-400 (the salesperson simultaneously performs the duties of a consultant and cashier).

Financial investments

• Decor individual entrepreneurship and documents (RUB 5,000-15,000);
• Rent of premises (RUB 15,000-30,000);
• Salary of sellers (20,000-40,000 rubles);
• Purchase of goods (RUB 100,000-250,000);
• Purchase of equipment and machinery (RUB 40,000-80,000);
• Advertising (RUB 5,000-10,000);
• Other costs (RUB 10,000-20,000).

To start a business you need 200,000-450,000 rubles. The store’s income, depending on prices in the region and the chosen location, will be 80,000-140,000 rubles. Net profit – 35,000-90,000 rubles. The business will pay for itself in 5-8 months.