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How To Make A Good Move To Join The Brand Shoe Store?

2010/8/7 10:37:00 99

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In today's

brand

In the shoe sales, the brand shoe chain monopoly mode has become a mainstream mode.

Different brands of shoes in different stages of brand life cycle have different characteristics. This puts forward a deeper request for franchisees to choose a brand suitable for them, and carefully evaluate their strengths and weaknesses.

footwear industry

strong brand

These brands have been operating in the domestic or international market for many years, with a high degree of brand awareness and recognition. They have established a complete image in the minds of consumers and have a high and stable market share.

Advantages: rich brand operation

experience

The ability to control products and terminals is very strong, and the licensing system is perfect.

For franchisees, the other side can provide sufficient licensing support, including product development, store design, merchandise display, customer management and so on.

Disadvantages:

Join in

The threshold is higher, the affiliate fee is hundreds of thousands of yuan, and the profit space of a single commodity is less.

Such a strong local brand will focus more on brand maintenance, pay more attention to the status of Direct stores, and have no time to take care of franchisee management.

As a result, terminal franchisees often complain that good sellers can't get the goods they sell, and those that are not sold well become inventories.

Rising brands

Such brands often carry out their franchising system in the whole country, print advertisements on a large scale, publicize their brands and their marketing networks, and attract individual operators to join.

Advantages: in the market has achieved certain popularity, a product in its subdivision market has achieved good results, the franchise threshold is also lower than the strong brand, the corresponding goods deduction rate is also low, the profit margin of a single product is larger.

Disadvantages: most of these brands are production and processing pformation brands, and their success has great chance, lack of long-term brand strategy, brand image has not yet been fixed, and has not yet formed a stable brand image in the minds of consumers.

Lack of terminal retail management experience, although there is a considerable marketing network, but there is a big difference in store image.

Once you have done too much, most of the losses will last on the franchisee.

Brands that have just entered the market

Most of these brand operators are originally engaged in shoe accessory processing or brand management. After market segmentation, they find a reasonable positioning and expect to have a share in the market.

Advantages: these enterprises have more or less the experience of footwear in a particular field.

Its affiliate threshold is lower, some even avoid joining the fee, the deduction rate will generally be below 50 percent off, the profit space is bigger.

Disadvantages: this type of brand marketing channel mainly relies on the franchise system, and has no brand awareness, so it is difficult to expand the market.

If you do not absorb a certain number of franchisees, the flow of goods and capital flow may not keep up. Once the business is not good enough, it will be easy to tear the contract unilaterally, so that the franchisees have no demand.