Secrets Of Successful Chain Operation

According to a survey, 80% of the independent retailers in Japan's retail industry have closed down in the first year, only 8% of them can hold up to fifth years, while retail chains have only 20% of their business in the first year, and 77% of the chain stores can survive to fifth years.

By contrast, we can see that the current popular in the industry, "joining must be more cost-effective than their own business" is not unreasonable.

But these data do not mean that 100% of them will be successful after joining. The key to success is that franchisees should plan their own businesses.

When franchisees face many brands of chain operations, it is very important to distinguish the pros and cons.

After a lot of investigation, Ding chose DIMA shower room.

For the reason why he chose this brand, he said, "after I understand some shower room brands, I get publicity materials from several companies that are more interested. I soon received a detailed product album from DIMA, including a letter written by the CEO of DIMA company.

The letter details the development process of the brand and demonstrates the unique development concept of the company.

This is not available in other chain enterprises, so the first feeling DIMA gave me was careful and considerate.

Later, I was invited to an industrial exhibition in Shanghai.

At that exhibition, I saw the staff of the company and intuitively saw many new products of the company.

This gives me more confidence in joining DIMA. "

According to the survey, there is a very important criterion when choosing, that is whether the brand store will send staff to the franchisee for training service in the initial stage of joining.

When it comes to the success of this cooperation, his experience is:

Because franchisees have a process of brand accumulation and enlargement.

Franchisees should also make in-depth understanding and inspection of various conditions promised by manufacturers.

The following is the author's experience after reviewing a large number of successful franchisees.

Is the company formal and legal and has sound financial structure?

If so, it is likely that the company has no stable business objectives and sustained performance.

Is the relationship between headquarters and franchisees good enough to manage effectively?

After choosing the right affiliate brand, it does not mean that the franchisee can enjoy their lives. Franchisees need to take the initiative to run a franchised store. There are no two ways to do business with general stores when they are in specific operation.

In terms of how to run chain stores, the author focuses on the following three points.

Location must be accurate.

Many franchisees complained to the author that they had chosen a good brand to join, but did not receive the desired return.

The author finds that most of the problems are due to improper choice of store locations.

Different products and brands require different store addresses.

It is important to find a brand for the brand, and it is also essential to find an address for the brand.

Let's look at an example first.

Lee, a boss of Liaoning Benxi Wahaha children's wear chain store, has become a well-known chain store owner in Benxi children's wear market.

It is understood that at the beginning, Li had made great efforts in siting.

"When I choose to join Wahaha children's clothing, I have time to stay in front of the children's clothing stores such as Mickey, blue cat, and Li Ying Fang, and estimate their sales volume, and observe their customers, sometimes staying at the same time for a whole day," he said.

Through a large number of market research and analysis, Lee returned the previously rented facade and chose to open the shop next to the "blue cat" store on the opposite side of the "Mickey" store.

Lee said: "although the rent and pfer fee is more expensive, but because the street chosen is Benxi's" brand Street ", the traffic is larger, and children's brand clothing is more concentrated, with a fixed consumer group, only in this way can we firmly establish our brand image.

The above case shows that as a franchisee, choosing the right address is an important step for success.

In fact, enterprises have the same principles in this regard.

For example, the business success rate of the more than 680 stores has reached 90%, and I understand that the United States has a rigorous set of site selection criteria, including:

1. characteristics of the target consumer group, who do business?

What are the surrounding fixed residents?

What are the mobile customers?

2., judging the consumer's consumption level from the income level of the consumer group, and forecasting the consumption trend in the next six months.

3. considering the rental factor, we should consider the sales forecast, gross margin and cost level synthetically.

Purchase must be real

Purchase is the center of the whole operation of chain stores.

Generally speaking, a chain enterprise will make a purchase request for its franchisees according to its product line characteristics.

The purpose of the business side is clear.

However, as a franchisee, we should consider the situation of our market and capital. We should carefully study the needs of consumers in the local market, abide by the principle of gradual and orderly progress, and constantly identify the habits of consumers in the practice of operation, and find the target of the product line.

Due to uneven development in different regions, consumption levels, consumption awareness and local customs, the products recommended by chain enterprises sell well elsewhere, and they do not necessarily sell locally.

Many franchisees in the early opening shop will inevitably have the wrong way to buy goods, slow sales, backlog and so on.

In order to avoid these problems, franchisees should follow the principle of variety and quantity in initial purchase, and then buy them after finding out the preferences of local consumers.

In addition, as a franchisee, do not believe the promise that manufacturers can return.

It is easy to purchase goods, but difficult to return them.

There are many disputes between franchisees and chain enterprises due to returns, so it is better to calculate carefully at the beginning and avoid unnecessary trouble at the beginning.

Seek common ground while reserving differences

It is also necessary for franchisees to pay attention to common ground while reserving differences between chain stores and chain enterprises.

For example, in the chain system, a considerable part of the restaurant chain, there is a problem of uniform taste and local tastes differences - Chongqing's chafing dish to Beijing, less spicy, becoming more suitable for the taste of Beijing people.

In addition, the hot oil used in chafing dish in Chongqing has become a seasoning made from sesame sauce in Beijing.

From this we can see that for franchisees, in the specific operation, on the one hand, we must maintain a high degree of consistency with the company in terms of brand and business mode; on the other hand, we must not stick to the rules, and combine our local market environment and consumer habits to plan our own business.

All things are done at the core of facts and divided into two.

When there are conflicts with certain regulations of enterprises, we should report truthfully and consult with enterprises fully, so that we can strive for the understanding and support of enterprises.

The market is changing, and the most important selling method is flexible.

In addition, franchisees also need to pay attention to the following issues in the specific operation of chain stores.

1. personnel management.

The operation of chain stores has a very clear management standard. Chain store staff should master these specifications as soon as possible. Staff training can start from reception etiquette, product knowledge, store management, financial knowledge, and standardize reception behavior.

2. store layout.

First of all, the chain store style is highly consistent with the chain headquarters, and integrates local characteristics with local characteristics.

3. marketing strategy.

Chain stores inside and outside the market is not only to wait for customers to enter the door, sit shops and other businesses, but through the sale of non storefront, the establishment of various channels of interest.

4. cost control.

According to the actual situation, we should spend wisely, and do not believe in chain operation.

Any business, big or small, should have some strategic thinking.

The author summarizes his own experience in joining chain research for many years, and makes a brief exposition on how to invest in chain operation in terms of selection and operation, hoping to be helpful to investors who are ready to enter and enter the chain operation.

Whether the work is pparent, whether the equipment purchase price is pparent, whether there is a complete logistics distribution system, whether there is an overall marketing planning.