Never Trust Others When Choosing A Brand.

Miss Su is a family in Henan.

Trust in business and trust in promises

Miss Su, a native of Henan, has a passion for starting a business and wants to do business after graduation to realize her dream.

So in 2005, I was going to make a brand of children's clothing. At that time, the store was rented, but when I went to the children's clothing brand for fieldwork, I finally gave up children's clothing because of the harsh conditions of joining, the dissatisfaction of the product style and so on.

In the first half of 2006, we began to select projects. We just saw the investment information of a lingerie brand on the Internet.

If you join the underwear brand, you can get double brand management, reimburse investment funds, and reimburse the initial investment mat for 19 thousand and 800 yuan according to the regulations, return the investment amount by 10% of each purchase money, return to the end, give the decoration materials: give the whole shop decoration materials one time according to the standard configuration, and send the sales materials: the first phase of the whole store sales props and materials are presented.

Then look at other information, more attractive, if the investment of 19 thousand and 800 yuan, give 20 thousand pavement products; give 20 thousand Yuan decoration fee; gift sales material 3500 yuan; reimbursement investment of 19 thousand and 800 yuan, if the operation of an area of 10-15 square meters of small stores, a year's profit up to 8-12 million yuan.

This is the matter of the pie in the sky. Miss Suzhou is happy to open a flower and phone to the other company to confirm that these favorable conditions are absolutely cashed.

Under such circumstances, Miss Su, who was eager to start her business, decided to go to Guangzhou to conduct a field trip.

Mainly to see the strength of the company, products, and so on, because the conditions of joining the company before going to many times, the phone is basically reported.

After arriving in Guangzhou, we only looked at the Tianhe brand marketing center and a dozen square meters of franchised stores in the urban area.

Miss Su asked to see the factory. The company said the factory was in Foshan and promised that there would be a regular production base.

Under such circumstances, Miss Su, who was inexperienced, trusted the other side and signed the contract. He could also say that the first step towards failure was from now on.

Small shop opened, but the result was not good.

After some preparations, Miss Su's underwear store was launched in May this year.

On the eve of the opening of the business, when she received the goods from the company, Miss Su discovered that the company was cheating the people. When they joined the company, they said that the twenty thousand yuan distribution was only known when they received the goods. The decoration materials only sent two sets of cabinets, a background wall, a cash register, a light model without lights and several small crystal characters, which is far from the more than 23000 donation amount that the company promised.

In addition, the original limit of 100% is too large.

The first twenty thousand yuan retail price was almost entirely returned from other stores, and the company sent it to her.

Many products are not fully sized and not fully colored.

Seeing this, Miss Su was very angry and called the company to return the goods.

Goods can be returned to the company, pick out part of it, say it is hung version of what, do not return.

Until now, Miss Su regretted the blind and blind choice of the brand.

However, at this stage, we have to go to the corner to start business.

Business is bad and business is bleak.

Miss Su's underwear store is located on the pedestrian street of a new shopping mall in downtown area. The opposite door is Han Zina; the eastern twenty meter is carrie Shi; another East is AB and Fang Fang Wang; there are ancient, modern, Xia Dai Fang, OSIE Lan Dai, Mei Si, Shang Xin and so on on the main business road in the north and south of the west side.

Because the downtown area, underwear terminal stores are very concentrated, the average is 30 meters.

So competition is also very fierce.

On the day of its opening day, with the help of the company, Miss Su's underwear store did a sales promotion, that is, how much to buy and how to give gifts, because the gifts were not attractive, so the activity was not very successful, and the sales on the first day were only more than 600.

She spent nearly sixty thousand yuan on the store's initial investment, including twenty thousand of the franchise fee, eighteen thousand of the rent and twenty thousand of the decoration.

If daily sales reach more than 600, it is only just guaranteed.

But unfortunately, after the opening, sales have been declining, because Miss Su chose this brand product, the quality and the style are all the same, the young people are more biased, and the price is higher than other brands. Therefore, under the condition that the brand influence is not as good as others and the price is high, her underwear shop usually has little business.

Miss Su and her husband work in other units, and have no rest for the whole year, working eight hours a day.

So the shop was temporarily taken care of by its cousin and recruited a shopping guide because there was no systematic training, and the shopping guide's ability was not strong enough.

Now underwear salesmen are hard to recruit, so Miss Su looks at the new shopping guide and is able to help her in the shop. So she left her, but the business in the shop has been bad. This also makes Miss Su headache, and I don't know how to turn it around.

Try to improve, encounter resistance

In order to make the business in the shop better, Miss Su wants to do everything. She is going to enrich the product line.

Because the goods in the store are single, only the bra brand of the company is added, and there is no other product in addition to a part of the household.

Later, under the guidance of peers, she was prepared to have a good quality second line brand, and then appropriately supplement the three line brand goods.

At the same time, we will slowly dissolve the goods that are not moving now, and add a series of underwear products such as body shaping, big underwear, thermal insulation, box pants, socks and so on.

She was resolutely opposed by her mother when the plan was ready for implementation.

Because Miss Su was busy at work, her cousin left the shop after she left in the evening.

So her mother usually had more time in the shop than Miss Su, and in many cases, her mother made a decision for Miss Su privately.

Besides, her mother's temper was noisy and business was bad, so she could pull her face all day.

At ordinary times Miss Su wanted to give gifts to her activities, and she hid the gifts.

Miss Su was so depressed that she could not think of any way out.

This time, Miss Su said she wanted to invest more. Her mother wanted to jump up. Miss Su quarreled, and even broke off her relationship to stop Miss Su.

The reason for the mother is that she is losing money, so it is a bit of a deal to deal with the goods.

Some people may say that such a thing should be settled well, but every family has a hard nut to crack, and the mother's quick temper, usually Miss Su has not quarreled with her, but Miss Su does not want to hurt her mother's heart. After all, her mother is old, and from her heart, she really thinks about Miss Su. If Miss Su and her mother touch her hard, I really can't promise that nothing will happen, so finally, I will give up.

The pfer of shops failed.

Miss Su's shop, which is a downtown area, has a rent of more than 5000 per month. Her underwear store has lost about forty thousand or fifty thousand of its business from now on.

In such a continuous loss, she was obviously struggling as a wage earner.

So in August of this year, she planned to turn the store out, but her shopping malls had not yet been opened as a whole, and the whole pedestrian street business was deserted. No one wanted to pay more to pick up her shop, so she had to spend so much. She hoped to sublet it as soon as possible in October.

In addition, she joined the league's underwear brand, still owed her many goods and money, repeatedly urged the company to try to prevarication, but also made her very angry.

However, Miss Su is a strong person. In the case of old shops that have not yet been sublet, she rented a shop in another busy street, ready to make a comeback, or chose underwear business. However, when she started her career, she accumulated a lot of experience in the second venture. So, for the future, she is full of confidence and believes that she will succeed.

For the failure of the first venture, she found that the most important factors were too blind in the initial choice of the brand, lack of adequate market research, family participation and too much management, and the most important thing was that she was not 100% dedicated to the store.

So when she opened the second new store, she would quit her job and devote herself to the underwear business.