Selection Of Franchisee Terminal Skills And Analysis Of Enemy And Tactics

1, terminal selection is a long-term and significant investment. It can not be revised as a promotional activity.

So when choosing a store, we must pay attention to the following points:

A financial strength: to prevent certain businesses from digging holes in the fire, in the name of investment.

B creditworthiness: money is a major event for every business. Once the goods sold are unable to return the money in time, it is likely to cause it.

C reputation: before entering the terminal, we must make a careful investigation of its history. Once the terminal has seen all kinds of scandals, the operators should step in cautiously to prevent them from going through the mud.

D terminal operator: man is the most elusive animal.

The main managers of the terminal must be in the pulse before they intend to enter.

2, as the saying goes, a dog marries a dog and a chicken marries a chicken.

Before setting up a store, all operators must inspect the brand positioning of the terminal.

For example, for VERSACE, PRADA, GUCCI and other brands, small and medium-sized business super can not build the platform for the above international top brands; for some small and medium-sized brands, entering into stores such as Beijing Xidan and Guangzhou friendship is not enough. After all, these trump terminals have very high costs, and the general operators can not afford them.

3, as the saying goes, the smell of wine is still afraid of the alley. The location chosen is the top priority of terminal inspection.

The selection of location mainly depends on the following elements:

A space: because each brand has different commodity types, the space needed is also very different.

The space is too large to cover the remaining space and it appears empty and sparse. If the space is too small, it will not be able to display all the goods, so that sales will be limited.

Therefore, the position must be in line with its own needs, as far as possible, not waste nor cramped.

B floor: floor selection is not always decided by clothing operators, but floors also affect sales to a certain extent.

Generally speaking, clothing sales should not be too low, but it should not be too high.

Too low is crowded, making sales environment noisy, too high will make customers tired and affect buying emotions.

Therefore, the operator should pay attention to the floor selection, unless the store floor is special, but the popularity is very strong. This situation can take the next step into consideration.

C other: apart from space and floors, there are other factors that will affect the quality of store stores in the future.

For example, whether it is located at the corner, the corner, whether there is a column and so on.

If your shop is located in a dead corner, or there is a big column blocking at the shop entrance, then the flow of people is bound to be limited; if you can choose an excellent corner, then the advantage of the store can make you attract two people, and the customer entry rate will naturally be very high.

4, good horse saddle! Terminal hardware facilities are also the key to build a good shopping environment.

Good ventilation facilities, elegant background music, spacious shopping passages, comfortable overall colors, harmonious lighting, quiet shop fragrance, fashionable rest area are all the concrete embodiment of the fine environment.

These seemingly ordinary and subtle aspects are the conditions that an excellent store should possess. Therefore, operators must not neglect these details when inspecting terminals.

Because this is the age that determines success or failure in detail, and the success or failure of the terminal also determines your success or failure! {page_break}

Two, analyze the enemy and ourselves and know ourselves.

When you analyze the local business circles in the terminal and investigate competitors, you should also form an effective separation from your competitors according to your own conditions, so that you can overcome the mutual influence caused by the distance and make yourself stand out.

1, understand the positioning of competitors: assuming that you want to enter the vicinity of the position, each opponent is running a mid-range women's brand, then you should consider the operation of some high-end women's clothing, in order to form a difference in positioning, so as to seize the opportunity.

Of course, the differentiated operation here is not to be superior in attitude, but from the two angles of self operation and regional management, and form a high and low collocation, so as to jointly promote the development of local business circle and increase the vitality of this region.

2, understand competitors products: if competitors are operating underwear, then you can consider running casual wear, professional wear or fashion clothes to join, so that the effect may be better.

3, understand competitor sales: This is especially critical.

Assuming that most brands in this region are in a state of being unsalable, how can you run the brand that drives the sales of the local business district? If most brands are well managed, you should squeeze in and follow suit with you. But if the sales of big stores are in a state of depression, you will not be able to increase the flow of people with your higher means.

Therefore, for every competitor's sales volume, we must have a thorough understanding and prevent it from becoming a loser.

4, know yourself: in fact, it is not easy for a person to understand himself; and it is not so easy for an operator to understand his own strength.

To succeed in the future, we must first understand from the positioning of our brand, gradually to VI, brand strength, product personality, strengths and weaknesses, financial strength and so on.

First of all, we should dare to dissect ourselves to find out the strengths and weaknesses of the businesses around you and lay the foundation for the analysis of local business circles and even the future dislocation business.

In addition, when exploring the bottom, it is better to carefully explore the operational area, staff quality and sales skills of the competitors, and even buy some products in the shop of the peer shop as customers, so as to get more useful information.

Although most shops are rented models, they need a lot of capital to build shops once they are determined. When the external environment changes, it can not be adjusted as freely as people, money and goods.

Therefore, the selection of shop position has become the first link in the marketing of store stores, which deserves the extra attention of every operator.