How To Manage Franchisees?

As we all know, building a sales network of private brand requires a lot of capital, strength and products, and sales channels. Maintenance and management The requirements are also very high. Therefore, most of the current Brand Company When establishing network Franchised store The way. Headquarters requires franchisees to unify VI, which not only reflects the company's image, but also makes the product enter the market with the fastest speed. But if there are problems, franchisees will not go with headquarters marketing strategy. What can they do?

　 1, the conflict between headquarters and franchisees

Generally speaking, franchisees can get the most direct benefit from their headquarters: they can change their image through the transformation of the facade so as to achieve "shock" to consumers in the momentum. This "shock and awe" can often improve the credibility, popularity and reputation of franchisees in a very short time. However, if VI is unified so that franchisees are greatly encouraged by the spirit, it is their urgent desire to standardize the operation of large brands and learn the management process. The management of franchised stores is not just a unified VI, but more should be the gradual penetration of the headquarters operation concept and the unification of internal management and operation. It is certain that franchisees are short of a complete and standardized management system before joining, and they are more aware of the way of "crossing the river by feeling the stones". On the one hand, many franchisees are actively seeking more scientific management and management methods to make new breakthroughs. On the other hand, after joining the alliance, they continue to follow the original indigenous methods, so that sales volume and sales volume will naturally not go.

In addition, franchisees will be cautious about their marketing strategies at the initial stage of their franchises. They are worried that the headquarters will "harm" them while guiding them, or they will try to lock them down forever. These are the reasons why franchisees still have reservations in the initial stage of joining, and they are also the embodiment and test of headquarters business ethics.

2, headquarters self analysis

(1) the base of cooperation between headquarters and franchisees is unstable.

Nowadays, many brand franchise system is a relatively weak cooperative relationship itself. The two sides have neither the restriction of shares nor the prospect of common development, which is a kind of mutual utilization relationship. Franchised stores only want to grow stronger with headquarters and have no desire to cooperate for a long time, while the headquarters also covet market share and blindly develop under the premise that the body system is not yet perfect. Therefore, this franchise chain is a very unstable cooperative relationship, and it is also the main reason for the divergence.

(2) the marketing strategy of headquarters has not been formulated according to the actual situation.

The marketing strategy formulated by headquarters without detailed market investigation is usually suitable for some areas, which will cause the resistance of franchisees or the marketing scheme is not suitable for local promotion at all. China's regional differences are very great. The consumption level and consumption concept in different places are different. Therefore, headquarters should not generalize in formulating marketing plans, and take the overall situation into consideration. {page_break}

(3) enterprises lack control ability.

If the headquarters gives the franchisee too much right, it will also cause the marketing strategy of headquarters to be difficult to execute. The headquarters must reasonably control the franchisee's power and make a sound, perfect and reasonable management mechanism. There are chapters to be found and systems to follow.

(4) there are problems in the management structure and communication system between headquarters and franchisees.

The relationship between headquarters and franchisees is always very subtle. Franchisees always complain about bureaucracy in the headquarters, only blindly command, and lack of understanding of the actual situation. The headquarters will also think that the franchisee is self righteous, the angle is too strong, does not support the headquarters's work, because of various contradictions, also causes the headquarters marketing strategy to be difficult to carry out.

　 How to manage the franchisee well?

1, the unified VI image is only a solution to the problem of "palliation", and the headquarters maintains good commercial reputation, helps the franchisee to cultivate the market, guides and supports the business method correctly, and then infiltrate the business ideas, and finally achieve a win-win situation. This is the key to "cure the root".

2, headquarters in marketing planning, according to the different actual conditions of each franchisee to formulate detailed marketing guidelines, and to seek more opinions from franchisees, in both sides can accept the premise of the marketing plan.