Five Foundations For Rapid Growth Of Small Businesses

In fact,

Whether it comes from "channel money" or "listing money".

In fact, the meaning of "listing" is not "listing", but because it is really bigger.

So, what kind of conditions should a small and medium-sized enterprise have to sell in a domestic market? The author thinks that it should be a "replicable pattern", and this mode should have the following five elements:

Project reproducible

The birth of any enterprise is always operated on the basis of one or more products or services. It is very important for an enterprise to become bigger and the choice of projects is very important. The reproducible nature of the project is the premise and foundation for developing franchisees.

If a product has its mature technology and its leading technology? Does the brand that has been applied to the market have a certain influence? Does the product or service have a relatively large consumption group? Does the product or service need to have a relatively large consumption group? Can many people be able to sink the profits of the franchisee? Is the profit margin of the franchisee higher than that of the peers? Is the product supply chain adequate security? Can the franchisee's operational risk be lower than that of its peers? Is the product's sale free from the restriction of regional differences or can the manufacturers solve this difference? Can the manufacturers' funds meet the needs of the network expansion without making money to the franchisee? If a project has nine conditions at the same time, if the investment policy is launched at the same time, the introduction of the investment policy will be welcomed by the franchisee, so it can be duplicated. Therefore, there must be corresponding conditions for the development of franchise chain projects.

In addition, even in some traditional industries, some of its requirements may be lower, but the integration and innovation of industry resources is a problem that can not be ignored. If it is a traditional industry, it should avoid traditional practices.

Replicability of a single store

There is a discounted clothing chain store in Fuzhou. It has been operating for more than two years. It has set up a nearly 1000 square meter shop in the busy section of Fuzhou, where men's clothing to women's wear, from children's clothing to old age clothes are all available, so people dare not doubt the financial strength of the enterprise.

But because it is a single shop mode that can not be duplicated, it is difficult for franchisees to respond.

Just imagine how many people can join the nearly 1000 square meter clothing store. Besides, even if the headquarters does not require the franchisee to open the same large shop and reduce the area to 30 square meters or smaller, then how many products can the customers of one age group choose when they sell their clothes on the shelves? In addition, although the franchisee agrees that franchisees can only sell men's clothing or only women's clothing when they open shop, the franchisee can't feel the appearance and business status of that store.

Another small business in Fuzhou, which deals in discounted clothing, only chooses to wear middle-aged women's clothing. Their image shops range from 50 square meters to nearly 100 square meters. The image shop gives people a very professional impression. Middle-aged women feel that they can buy many satisfactory clothes at that store, and business is very hot.

At the same time, franchisees are also very easy to understand the display of the image shop when they are in the early stage of inspection. They can see that the business of the image shop is flourishing, and it is very easy to imagine that the shop they will open will be the same as the image store. Therefore, the image store of this enterprise can be duplicated. Under the guidance of the author, the company expanded from the original six stores to more than 100 stores in half a year, and became the leader of the Fujian discount clothing industry.

Replicability of regions

"Reproducible area" is a problem which has been neglected by enterprises. The so-called "replicability of regions" refers to the mature market model created by chain enterprises, that is, the formation of a network intensive area, which is enough to make the brand of a company powerful.

Many small and medium-sized enterprises are eager to expand, releasing massive investment information through various media, sending large investment teams around, and the franchisees do not refuse.

Nevertheless, there are still too many bad news coming back from the investment staff, and several frustrating effects are hard to see. This phenomenon is very common in chain operation enterprises.

There are many garment enterprises in the domestic market in Fuzhou, all over the country recruited franchisees and agents, known as the "national chain" of these manufacturers, the market share of products is mostly mediocre, and sales performance volatility and inventory pressure are very large.

The author visited several garment factories and found that the so-called "national chain" is only a provincial or municipal agent in many provinces of the country, and the manufacturer supplies the price to the agent at different levels. The number of franchisees or distributors under the agent is not related to the manufacturers.

More fatal is that the number of distributors or distributors in the provinces where the manufacturers are located are few, and there is no intensive marketing network, nor is there a regional market to replicate.

Such a network layout can not make the product have enough penetration in the market, and it is undoubtedly a waste of market resources for manufacturers.

As mentioned above, a garment discount enterprise in Fuzhou has developed more than 40 chain stores in the urban area of Fuzhou through the author's guidance. The network intensive layout has brought about a miracle of development, that is, many of the franchisees have arrived.

The author also suggests that he should make some trade-offs. First, select some districts outside the headquarters, and equally distribute the channel network equally, so that every county or city above will finish the business of inviting business and develop the next area.

In this way, the company has strong influence in the market, and the franchisees of other provinces have also asked to join.

Facts have proved that "replicability of the region" is a key link in the marketing of chain operation enterprises, and is also an important prerequisite for the rapid growth of enterprises.

Replicability of sales

"Replicability of sales" refers to the replicability of single store sales methods. Many of the franchisees are from non professionals in the field. There is no industry sales experience, or though they are professionals in the industry, they may not have good sales methods, so they all need guidance and help from headquarters.

Most chain stores have a sales manual for franchisees, as well as lecturers and market supervisors.

But in reality, the sales methods of many enterprises can not be duplicated. Usually, apart from some of the headquarters of the market supervision is called "sales master", franchisees are hard to achieve good sales performance.

The root of this problem lies in the fact that the sales methods of enterprises are too much emphasis on "skills". Some enterprises' sales manuals do not hesitate to refine the methods to how the salesmen interact with their customers, and the clerks constantly collect new problems raised by the customers, so that the market supervision research can answer them. This sales method makes the shop assistants of the training staff feel at a loss as a result of the ever-changing questioning and questioning by customers, so it is not replicable.

The correct selling method should be to train the shop assistants to understand the brand, the enterprise and the product in detail, extract the advantages of the brand and products, always play the role of guiding the customers to understand the products, effectively stimulate the interest of the customers, and keep the customers from thinking about the shop assistants. Train the shop assistants to accurately grasp the customers' concerns and pay close attention to the interests of the customers, so as to effectively prompt the customers to make immediate purchase decisions.

This sales method is guided by the idea of the consumer's thinking, so that the skills of the clerk simplify, it can become a replicable sales mode.

Replicability of management

There are different ways of managing a store and managing a number of stores. There are different ways to manage a region and multiple regions.

The most common thing is that small businesses are not chaotic at the early stage. They are chaotic after a little development. Many chain businesses rely on human resources, lack of corresponding systems or systems, which can not guarantee the interests of franchisees. The management of the franchisees in the field seems to be unable to manage. They can not monopolize monopolization, or even sell counterfeit goods. The franchisees who are careless against the interests of the manufacturers exist in large numbers. The reason is that the regional management of the manufacturers can not be duplicated.

The franchisee of a garment enterprise is scattered throughout the country. The number of franchisees is as many as hundreds. Apart from the good performance of the franchisees in the counties and cities around the headquarters, there are few quantities of franchisees in other regions. The information that the market supervisors feedback to the manufacturers is almost always "bad products".

The chance to let business owners see a few franchisees, most of the products displayed in the store are other people's products. How can such franchisees make good sales results for the headquarters? One of the franchisees has told the boss the reason why they did not enter or enter the headquarters. The reason is that the distance from headquarters is too far away. The cost of incoming goods is too high, and the goods purchased by telephone communication are always wrong.

Is the manufacturer able to solve the problem by finding the problem? The answer is No.

Because franchisees are scattered throughout the country, the regional managers of the manufacturers clearly manage the cost too high. The managers of the warehouses do not know much about the external market, and the consumers' dress habits differ from each other. It is obvious that the same management is not acceptable to the headquarters.

From the above five elements, small and medium-sized enterprises should choose a seemingly small project if they want to expand rapidly, but it must be a very easy to copy project, from a single store to a regional market, and then to the regional market unlimited replication.

It is not difficult for a small enterprise to make the network bigger and bigger quickly.

Therefore, it is best not to think about the money to join the business circle, but to raise a good channel for the channel to generate money.