On February 21 this year, I saw a strange scene in a number of jewelry stores in Pingdingshan City, Henan Province: Although there are many jewelry stores, the customers are scarce, the decoration is luxurious, but the goods are very simple, and although the shopkeepers are very enthusiastic, the clerks are very cold. During the visit, the author conducted an in-depth investigation on the operating costs, operating income, city competition, industry risks and other perspectives of the township jewelry stores, and excavated the behind-the-scenes stories of the township jewelry stores.
Opening a store requires a lot of money and slow investment.
Mr. Wang, a shopkeeper who owns two jewellery stores, said that the cost of a jewellery store in Pingdingshan City is about 4 million, which mainly includes the following:
Rent: It is best to be in the downtown area, otherwise it will cost at least tens of thousands of yuan a month, and hundreds of thousands in a year. 】
Decoration: Jewelry stores have high requirements for decoration, to have a high-end atmosphere temperament, a square meter at least a thousand yuan per square meter, just a store, it has to be millions.
Manpower: Jewelry stores have a great demand for personnel, including cashiers, security guards, salesmen, cleaners, etc., and the salary is at least 1,000 yuan a month, and the labor cost of a store is at least 10,000 yuan a month.
Items: There are many types of goods in jewelry stores, including **, platinum, diamonds, and jewelry, each of which is between thousands and tens of thousands, and the inventory in a store is millions.
Manager Wang said that although the investment in opening a jewelry store is large, the income is slow, and it usually takes about three years to pay off, and some stores may not start making money after five years. Wang said that he has run two stores, one of which has been in operation for four years and has not made a profit, and the other has only been established for more than a year and has been in a state of loss.
Low operating income and low margins.
Miss Li, who has been engaged in the jewelry industry in Pingdingshan for more than ten years, said that the profitability of the jewelry industry is not strong at present, and the profitability is not strong
* Small amount: The price of goods in the small county town is not high, there are not many people who buy gold and other valuable things, and on weekdays, it is the New Year's festival and special activities, ** The amount is not large, there are only one or two people a day, and sometimes no one comes all day.
Bulk items: Due to global reasons, the price of gold and some other bulk items fluctuate, generally high, a gram of gold price is hundreds of yuan, a **jewelry is thousands or even tens of thousands, which makes many people under heavy economic pressure, not many people are willing to buy.
Poor profitability: Bulk products such as **, their profit margins are very small, usually a few percentage points, a gram of ** is more than ten or twenty yuan, and a ** jewelry is hundreds to thousands of dollars, which is still after removing various expenses and taxes, the real money can not be much, and sometimes you have to lose money.
Ms. Li said that because the profitability of jewelry stores is not strong, and the profitability is not strong, they usually win by quantity, and due to the scale restrictions in the county area, it is difficult to increase sales, so the profitability of jewelry stores is not strong.
Fierce market, high-risk industry.
Boss Zhang, a security guard who has worked as a security guard in Pingdingshan for several years, said that jewelry stores are currently facing fierce competition and huge industrial risks.
There are many competitors: there are many jewelry stores in major cities, but they are all the same, there is no difference in goods and services, all rely on low prices and discounts to attract customers, which creates vicious competition in the market, squeezes their profits, and some are still losing money.
The huge impact of e-commerce: in today's developed network, some e-commerce platforms have also begun to involve products such as **, this network model due to low price, multi-function, convenience and other characteristics, will rob many customers, thus has a certain impact on the sales of major jewelry stores.
There are many safety risks: the items in jewelry stores are of high value and are easy to be targeted by some ill-intentioned people, and they are often harmed by criminal activities such as robbery, theft, and fraud, which causes a great psychological burden on their operations and staff.
Boss Zhang said that the business of jewelry stores is fiercely competitive, and the risks of the industry are also very large, in order to maintain the operation of the store, it needs to consume a lot of manpower, material and financial resources, and the money earned is not much, so the business of jewelry stores is not easy and very difficult.
In short, in the township, the cost of opening a jewelry store is high, the profit is very small, and the market competition is fierce, and the industry is very risky, which is a very difficult thing to do, and it is also an industry full of legends.
February** power stimulation program