Trading in children's toys is profitable, and at the same time - difficult business. It requires fine flair and great flexibility, replete with marketing and legal nuances.
Toys are the same attribute of our life as clothes, shoes, furniture, dishes. They are present in every family where there is a child, and his needs are the last thing parents save on even in the most difficult times. difficult times. For several years, the sale of children's toys has shown an annual growth of 10%, in the last two years its rate has decreased. The bulk of buyers are parents with children under 7 years old, their share is 40%. Another 20% of purchases are made by adults, wanting to surprise or give a gift. And only 40% of children have the opportunity to make a choice on their own.
Many entrepreneurs, especially women, rely on parenting experience and are unaware of the many pitfalls that come with being a parent. Counting on its success, you need to have a good idea of:
- the structure of the toy market and the vector of its development;
- where they are bought more often, which affects the volume of sales;
- the level of requirements for the quality and safety of the goods.
How the market for children's goods works
The market of goods for children is specific and has a complex structure. Even the most famous retail chain in Russia, Detsky Mir, occupies only about 5% of the niche. Products are differentiated by age groups: up to a year, from 1 to 3 years, from 5 to 7 years. The share of toys is 27% of the total sales of children's things and accessories. The assortment is distinguished by many product groups: plastic, soft, mechanical, electronic products (Fig. 1). They are highly influenced by fashion, children's preferences change quickly. A new cartoon or book brings new favorite characters, manufacturers follow the trend, and stores are forced to update products frequently.
And most importantly: special requirements are imposed on children's things in terms of safety for health. Expertise and certification issues are not only subject to strict control by supervisory authorities, but also by buyers. Parents want to buy safe toys for their children. This is probably the main reason why the share of spontaneous purchases is constantly decreasing. Internet commerce takes about 4% of the total volume. Seasonality is pronounced: the traditional peak of sales falls on New Year. Steady growth in turnover last years associated with an increase in the birth rate after the introduction of maternity capital. However, the figures for 2014-2015 turned out to be lower than predicted (Figure 2, marked in red).
Where, how and what toys do they buy
In the segment of children's goods in Russia, there are several large distributors, most of them have their own retail chains. The most famous among them: "Children's World", "Daughters and Sons" offer a huge assortment (up to 50,000 items), which covers almost all the needs of children preschool age from birth. These are goods for newborns, including food, strollers, cribs, clothes, shoes, licensed toys of all directions and brands, including foreign ones. They are located on retail space ranging from 1,000 sq.m.
"ToyShopes" stores specialize in educational games: these are plastic and metal constructors, electronics, puzzles, creative kits, special techniques according to Seguin, Motessori, Nikitin, cubes. Along the way, they sell sports goods, prefabricated models, soft varieties. The network "Kangaroo" presents a range of products for expectant mothers and children, its specificity: luxury clothing and footwear (LiuJo, Burberry, Dolce & Gabbana). Hypermarkets "Begemot" present federal center small wholesale sales. There are 50 such points in Russia, they sell only toys, they develop a franchise direction.
In addition to the above, one can also note Trading house"Gulliver and Co", "Klumbamba", the regional network "Votonya" (St. Petersburg), there are separate retail stores for children's clothing and children's toys. There is no explicitly expressed monopolist in this market, which can be noted as a positive moment. So, in fig. 3 shows the rating of stores among buyers on average Russian city(population about 500 thousand people). True, its specificity is that the oldest Russian factory "Spring" is located here, the products of which are quite well known to customers (its store is simply called "Children's World", in contrast to the federal group of companies).
It can be seen from the diagram that all coefficients are close to each other. So, ceteris paribus (if you do not need a specific brand, a special promotion), potential clients just choose the nearest store. When buying, parents pay attention to the manufacturer, choosing well-known names: "Lego" (82%) and "Spring" (78%). By the way, high-quality children's products are durable. Therefore, they often experience a “second birth”, getting on the shelves of a specialized thrift store.
The main factors influencing the choice of place of purchase, according to customer surveys:
- a wide and varied assortment - 74%;
- convenient, close location of the store - 55%;
- children like the place — 53;
- a good choice other children's things - 51%;
- moderate price range - 36%;
- there are discount cards, bonuses - 32%;
- promotions, special offers - 26%;
- friendly, welcoming atmosphere - 24%.
- competent employees, sellers - 21%.
A rapidly developing direction in the sale of children's toys is the combination of a store with an entertainment center. A vivid example: the "brainchild" of Evgeny Butman and billionaire Alesander Mamut - the Central House of Children's House on Lubyanka, from where they ousted Detsky Mir. This is a whole city with cinema halls, shows, attractions. Parents come there with their children not only to buy things and gifts, but also to “hang out”. The amusement park is expensive. Only capital expenditures amount to about 40 thousand rubles per 1 sq.m. So far, shopping centers of this format are opening only in megacities.
Thus, considering baby store toys as a business, you need to consider two features.
- The vast majority of buyers (90% in major cities) purchases them in specialized stores. Wide selection toys and at the same time other goods for children: clothes, prams, school and sporting goods- the main thing that attracts three-quarters of buyers. Sales at market points, small shops, departments of supermarkets are a thing of the past. A large and varied assortment requires appropriate financial investments.
- During the two crisis years, prices for toys increased by an average of 22%. The share of sales of cheap products costing less than 600 rubles has significantly decreased, the segment of medium price category: from 1,000 to 3,000 rubles, and 15% were expensive - over 3,000 rubles. This is due to an increase in import prices. Products Russian factories- this is only 10% of what is sold in children's stores (Fig. 4).
Special security requirements
From the chart above, it can be seen that the vast majority of production comes from foreign companies, mainly from China. Scandals associated with the discovery of harmful components in them are not uncommon. Any consumer complaint about the quality of the purchased toy ends with an inspection by Rospotrebnadzor, and, accordingly, a fine. If there is no marking on it, it is a counterfeit subject to seizure and destruction.
For manufacturers of many products in recent times compliance with Gosts and Standards has become "as if not mandatory." But children - this does not apply: there are Interstate Standard(GOST 25779-9), special technical regulations. The seller of toys has the right to sell them only if they have a certificate, and if the marking complies with the rules:
- applied to national language, easy to read, not washed off;
- on the toy (packaging) there is a certification mark of conformity;
- there is a manufacturer's address, trademark, name;
- the allowable age of the child is indicated with an indication of the danger;
- instructions are attached, precautions for handling.
No toys allowed on the floor trading floor, on the ground. It should not have defects, smell; demonstration of the action is carried out on a special stand. Parents and regulators protect the health of children, and brand owners protect their income.
In 2015, 4 claims of the English company Carte Blanche Greetings Limited were satisfied in the courts of Yekaterinburg. The subject of the claims is copyright infringement and illegal use trademark. The defendants in all cases are small retailers. Among other cheap goods, they sold Teddy Bear - a character from the book "Grey Bear with a Blue Nose". For three toys worth 150 rubles each, Ekaterina Rychkova paid 35,000 rubles, and three more "violators" - 60,000 rubles each. She purchased them from a large wholesaler along with a safety certificate from the Ural Certification Center, and was sincerely confident in the legality of her goods. The owners of the Russian brand "Masha and the Bear" put on stream the same practice of "catching" small entrepreneurs.
What trends are expected in the market
There are already two conflicting trends. On the one hand, buyers have become very price sensitive and are trying to use price promotions. The 2016 New Year's Eve season did not see the usual sales peak. The difference between the average purchase price in October and December 2014 was 13%, and in 2015 it was already 9%. At the same time, the share of sold licensed toys is increasing. With limited financial conditions, people have generally bought less of them, but preference is given to a good licensed thing. In 2015, the share of such sales amounted to 23% of the total volume, and its growth is forecasted to 28%. The first three places were taken by brands: star Wars”, “Masha and the Bear”, “Cold Heart”. They accounted for about 40 - 50% of the turnover.
The expert notes that in Russia, as well as throughout the world, the share of technological and programmable toys is growing. These are all kinds of gadgets that synchronize with tablets and smartphones, robots, devices with voice control. The share of small collectibles will increase, for preschoolers - new cartoon characters and updated models of Disney Princess and Barbie will be released. In other words: toys become more complicated and more expensive every year, and not every entrepreneur will “pull” the purchase of such goods.
conclusions
- "Non-chain store" can count on good sales only if there are no specialized markets nearby: in small towns, sleeping areas. At the same time, the range needs to be updated frequently.
- Such forms of trade in the segment of children's toys as an online store, or their sale through a vending machine installed in a passageway, do not require large investments at the start.
- In megacities, the demand for fashionable, branded toys is higher, while in the periphery their price is practically the main determining factor, taking into account which product groups are selected.
- Some large retailers practice franchising offers that make it easier to start a business and provide some stability to the business. Franchises are known among them: "BegemotiK", "Orange Elephant" and others.
- Assortment of educational toys store
- Supplier search
- Competent staff - main factor business success
- What taxation system to choose for a store of educational toys. OKVED code
- Step-by-step opening plan, where to start
- Which equipment to choose
- What documents are needed to open
- Do I need permission to open
- Sales Technology
- Similar business ideas:
How much money do you need to open a toy store
Opening a store of educational toys begins with the search for investment in the business. In the trade department, with an area of 20-30m2, investments will amount to at least $15,000. The main cost item is the creation of a range of goods. You will also need to purchase shop equipment, pay a rent deposit and register a business activity.
The main sources of investment in an educational toy store can be:
- Personal savings or funds of a financial partner;
- Credit resources attracted in commercial banks. The average percentage for using a loan today is 20-25%. Not required to open a small department big investment, so you can use the usual consumer credit for individuals;
- Loans attracted in the regional funds for the development of entrepreneurship. The interest on the loan is only 8% per annum. The amount of the loan cannot be more than 1 million rubles and the term of its use is only 1 year.
Search for premises for an educational toy store
The business guru advises to treat the search for premises with special care. At the same time, it is not necessary that it be a retail outlet in a large shopping center with high traffic. Rent in such places, as a rule, is “not lifting”, which is critical for entrepreneurs with a limited budget. It is also not recommended to open a department in the sleeping areas of the city. In such places, people are not concerned about buying toys, especially in poorer areas of the city.
More profitable places are the central and office streets of the city, transport interchanges and shopping malls. The main thing is that the potential audience should be better off. And let the rent be a little higher than in the residential area of the city. This will more than pay off with a higher average sales receipt.
The size of the room is also important. It is clear that the more square area the higher rent. But even on 10m2 it will not be possible to open a good store. Optimal, with limited start-up capital, is 20-30m2. The premises must be selected in which the buyer can freely move around the trading floor and examine the goods himself. Now it is difficult to imagine a counter trading format that is considered less effective.
The size of the room should be selected based on the possible assortment of the store. Half-empty shelves are not welcomed by the consumer. Better, let it be a little crowded, but the choice of goods will be maximum.
Assortment of educational toys store
The assortment of the educational toy store includes such products as: puzzles, interactive toys, books, constructors, mosaics, creativity kits, puzzles, Zaitsev's manuals and cubes, Nikita's manuals, manuals and familiarization with the outside world, and so on. All products are aimed at giving the child more effective development in young years.
The assortment of the store, if possible, should not be limited only to educational toys. A significant part of purchases in toy stores are made as a gift. As a gift, balls, r / a cars, water pistols, designers, plastic and Stuffed Toys. The larger the range, the better opinion the buyer about the store itself. Yes, and the profitability of stores with a wide range goods are usually above exclusively specialized departments.
Toys on store shelves should be in open form. It is important for the buyer to touch, feel the product. Especially if they choose an expensive toy.
At a good store client base is constantly growing. People are ready to go shopping in even to another area of the city. Positive reviews they tell their relatives and friends about your store. It is important, however, to retain customers storage systems discounts and various gifts. Even a 10% discount can have a key effect on choosing your store.
How much can you earn selling educational toys
The average check of a store of educational toys depends on the solvency of the local population. In peripheral cities, the average check should not exceed $30. Otherwise, sales will be very low. Do not skimp on the inclusion of free batteries for singing and mechanical toys. The consumer appreciates it.
Supplier search
An important role is played by the choice of toy suppliers. One and the same toy can be made by several completely different manufacturers. Naturally, the quality of such a toy will vary. Today's consumer has become very picky. Due to the abundance of goods that can be found in many shopping centers today, he has plenty to choose from. If you have a low-quality product, he will simply go to buy a toy in another store.
Therefore, if you make a mistake with the choice of a quality supplier, then selling such a product will not be very easy. Ultimately, a low-quality batch of toys will be sold at a maximum cost, which will lead the store to a loss.
Competent staff is the main factor of business success
An educational toy store cannot do without good seller. And preferably with teacher education. The seller must understand such concepts as fine and gross motor skills, and which toys are suitable for its development. He must clearly explain to parents which toy is useful for their child at a particular age. Ultimately, the profit depends on how the seller knows the product that he is selling and how he knows how to convince the buyer.
It is better to motivate the wage system of the store staff in a direct way. For example, pay sellers $10 (300 rubles) per exit plus 5% of daily revenue. So, your sellers will try to sell as much as possible.
What taxation system to choose for a store of educational toys. OKVED code
After the issues with the financing of the project and the selection of premises are resolved, you can proceed with the registration of activities. The organizational and legal form of an educational toy store can be an individual entrepreneurship (IE) or a limited liability company (LLC). Each organizational form has its advantages and disadvantages. I will not dwell on them in detail, since you can read about this on our website, in the appropriate section. You need to register your activity in local branch tax service (IFTS). When applying for registration, you must specify the OKVED code 52.48.24: Retail games and toys.
Next, you should write an application for the transition to a special tax regime. The most common taxation system for small trade organizations is UTII - single tax on imputed income. This is perhaps the most profitable taxation system for a toy store. The amount of the tax depends on the area outlet and coefficient k2 set by local authorities.
The beginning of autumn is the best time to open an educational toy store
The opening of the store is best planned for early autumn. Many people come back from summer holidays and start thinking more about child development. This period is considered the sales season in this business, and it will last until the end of the year. Decline in sales of toys is observed in late spring and remains low throughout the summer. During this period of time, it is necessary to take care of expanding the summer assortment of goods, and include in it: sandboxes, watering cans, balls, mattresses, circles, and so on. You can wisely consider the issue of discounts. Such tricks of entrepreneurs as setting grandiose discounts of 30, 50 and even 70% always attract the attention of thrifty consumers.
- Where to begin?
- The most common misconceptions
- Rational Decision Problems
- Calculations
- The documents
Opening a children's toy store is both simple and complex. There is in the network a large number of tips on how to succeed in this type of business, make a profit. But most of them are written by theorists who are very far from the real business. In this article, we will look at step by step instructions about how to open a toy store from scratch and how not to warm up in this matter.
Where to begin?
Opening a store from scratch requires a thorough analysis of the market situation in the city and area where the business is planned to be organized. Why is this needed? Everything is quite simple, most parents are not in a hurry to fork out for buying toys for their child and are looking for multifunctional options at the best cost. For example, sets of children's iron constructor, which was played back in the Soviet Union. They are brightly packaged, but the essence remains the same - a high level of reliability, the main thing is to make sure that spare parts are not lost, and even if a few nuts or bolts roll off, the designer will not lose its functionality. They will later be played by younger children, which is quite practical.
Another problem is online trading. Today it is very popular, and most importantly, profitable to buy children's toys via the Internet. It's cheap and convenient. Some parents resell them via social media as the kids grow up. In reality, the Internet has become a formidable competitor for stores and contributes to their active closure. And then a fair question is born: “Where to start? How to open a store so as not to burn out? You should immediately get rid of delusions.
The most common misconceptions
Many experts suggest using a vague concept - creative as a promotion for a children's toy store. This is something ephemeral, which stands for promotion of a business from scratch with the help of non-standard idea. But it should be remembered that it is planned to open a toy store, and not a factory for their production, where you can embody creative ideas in terms of design and functionality.
Today it is difficult to surprise with anything, the toy market is full of their various varieties. In this regard, many business experts recommend choosing a narrow focus:
- Sell toys of the premium segment;
- Sell only development kits;
- Become a distributor of handicrafts.
Children's toy stores in popularity can only be compared with and.
Good parents try to ensure that their child does not need anything, so they do not save on gifts. Therefore, the business of children's toys is a fairly profitable and promising direction.
The relevance of the idea
Since recently the birth rate in our country has increased significantly, the demand for toys has begun to grow. In this regard, many entrepreneurs choose this particular field of activity for themselves. If you organize your business correctly and pay attention to every detail, it will bring you high stable profits.
Before you open a toy store from scratch, you should draw up a business plan. This is not so easy to do, because you need to take into account all possible risks and pitfalls of this business. If you want your business to be successful, you need to do everything so that your parents believe you, and your little customers are satisfied with their visit to the store.
Where to begin?
Beginners who do not know how to open a children's toy store from scratch usually go to extremes. They rent the first available premises and buy large quantities of goods. As a result, it may turn out that the store is located in an impassable place or customers are not satisfied with the assortment. This approach can lead your business to bankruptcy for another initial stage.
In order for the business to flourish and generate income, it is necessary to solve several important tasks. First of all, you should carefully analyze the market. There are many different shops in each city, but there is not yet much competition in this direction. In the departments of children's toys, a monotonous assortment is usually presented. In addition, the product quality is not at the very highest level. If you take into account all these shortcomings, the business will flourish.
Paperwork
To work in a small shop, it is enough to register individual entrepreneur and select UTII tax. If you open a large store, in this case it is better to apply the STS tax.
This is enough for official registration. After completing all required documents, you can do business.
Room selection
The right location plays an important role in business development. Everyone knows that profit directly depends on the number of buyers. Therefore, if you do not know where to start, a children's toy store, then, of course, with the choice of a suitable room.
This may be a department in a large shopping center, or a separate building on one of the main streets. Near the entertainment center, or other children's institutions - schools or kindergartens, you can open a store of educational toys. They are very popular with children of primary school age.
Equipment and interior design
In order for the store to attract both children and their parents, you need to carefully consider the design of its interior. Kids like various bright pictures and drawings, as well as all kinds of play facilities - slides, mazes and more. You can install several figures on the trading floor fairy tale characters where parents will take pictures of their children.
Do not forget about the exterior design. Beautiful shop windows and original signs attract the attention of kids, so they will definitely ask their parents to come to the store. In addition, toys and bright drawings can be hung on the windows.
If we talk about equipment, for a toy store it is enough to purchase various shelves and shelving. They must be strong and secure. Items on the shelves can be secured with nets or hooks. You will also need a desk for the cashier and a cash register.
Staff
With the choice of employees for the store of children's toys should not be any problem. Of course, it is not worth hiring the first person who comes across as a sales assistant. Employees must be polite, tidy and friendly. It is important that they love children and know how to communicate with them. You can hire salespeople with no experience and train them in the process of trading.
In addition, you will need an experienced accountant, as well as a sales floor administrator who will control all processes.
Purchase of goods
Before forming a range, you need to study the proposals of manufacturers and the demand for different types products. At the first stage of opening a children's toy store as a business, you can buy a little variety of products, and then replenish its stocks depending on demand. To offer customers more low prices try to work directly with manufacturers.
A contract for the supply of toys will become a solid foundation for doing business. The contract should include a clause - loss insurance. Thus, you protect your business from unforeseen situations and bankruptcy. Do not forget to take quality certificates for products from suppliers. They should be hung next to the complaint book in the buyer's corner.
In addition to toys, you can also sell other goods, such as clothing. Information that will surely come in handy when organizing a business in the trading field.
Advertising
In any business, and even more so in, it is difficult to do without advertising. Place advertisements in printed publications- this is a waste of money, since this method practically does not work in our time. It is better to invest this money in the interior of the room, which will attract buyers. You can also use:
- Advertising booklets;
- business cards;
- Discounts for birthdays and regular customers;
- Bright, attractive sign.
All other advertising for a children's toy store is not suitable, because it is too expensive. New toy store in small town can be advertised with word of mouth”, which has repeatedly proven its effectiveness. On the advertising campaign you can spend no more than 10% of the total turnover. Try to stick to this rule.
Costs and profits
Starting capital should be distributed as follows:
- Premises rental - 35 thousand rubles;
- Equipment - 45 thousand rubles;
- Purchase of goods - 120 thousand rubles;
- Utility payments - 7 thousand rubles;
- The seller's salary is 18 thousand rubles.
The result is approximately 300 thousand rubles. At first, all the income that you receive from sales should be invested in the business. Do not relax until it increases to 450-500 thousand rubles.
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Profit
Among the shortcomings of the trade in children's toys should be highlighted:
- A wide range of goods, which will have to spend a lot of money;
- Large retail space, the rent of which will cost a large amount.
But the advantages of a business more than cover these disadvantages:
- Since the demand for children's products is high, funds are quickly turned around;
- A wide range attracts regular customers;
- Children's toys are always bought, even during the economic crisis.
The markup on goods is 70–200%, depending on their classification. Such a percentage brings a good profit. These figures can be used to judge whether it is profitable to open a toy store. Do not forget about related products. This could include books for parents about parenting, as well as greeting cards and gift wrapping services.
Summing up
Now you know how to open a children's toy store and fill it with goods. You can also read about
