How To Build "Gold Medals" Franchisees?

The power of example is endless.

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As a terminal franchisee, what we need to know is how we can do better in order to get more support from agents and higher profits.

This is in itself the direction of a "gold franchisee" in the direction of efforts.

Several characteristics of gold franchisees

Gold franchisee refers to the store image (area, location, display, employee image, service image, etc.) in a single store, which is situated in the local market of the brand and in the local market compared with other brands. It is a brand franchisee in a small area with many stores operating (such as the opening of more than 2 stores in a county).

Gold franchisees have the following characteristics in terms of their business capabilities and operating conditions.

1. shops with double doors or above have higher investment return ratio.

Some people always think that in the same lot, assuming that a shop can make 800 thousand retail sales, if a double facade is not allowed to sell 1 million 600 thousand retail sales, if I have two shops, it is better to open two brands.

In recent years, through the analysis of the terminal market data, the author found that this is the situation of market competition and brand competition in the past few years, and the situation is quite different now.

Nowadays, the competition in the clothing retail market is fierce. The image between the terminal stores is more than the image. Compared with the management, the retail business of the brand is not just doing its job well, but to achieve the leading position in the local brand competition.

The biggest feature of competition is that the stronger the stronger the weaker the weaker.

We find that many businesses are in a monopolistic position in the industry of regional markets.

So suppose that in a same lot, the sales volume of a shop can be 800 thousand, and the sales volume of the two shops can not be 1 million 600 thousand before three years ago, but today it can achieve 2 million, because the competitiveness of the shops has improved.

In addition, the operating cost of shops has also decreased.

In addition to a 2 facade of the rent, the double door shop is less than 2 times the cost of such other items as hydropower, taxation, personnel, etc.

Therefore, the ratio of return to investment in the above shops is the highest in all the brand regional markets.

2. the performance of stores with double facades is smaller than that of companies, products and markets.

The shops with double doors and windows have greater risk resistance capabilities, which are smaller with the company, products and market.

Some shops with small size and poor image may be affected by the development of a company's policies and products in a certain season, and the impact of market changes (such as SARS) is very large, with many objective factors, and its autonomy is even smaller.

The shops with more than two facades are mainly influenced by their own management, with fewer objective factors and more convenient management.

3. gold franchisees have greater brand radiation and brand influence.

As the franchisee's store image, location, area and distribution of the store are more densely distributed, more importantly, its flow of people, competitiveness and sales performance of other brands are even greater. Therefore, its brand radiation and brand influence are greater, and it has great advantages for Brand Company, agents and franchisees' brand publicity.

4. gold franchisees set an example and guidance for other franchisees in the regional market.

Generally speaking, the gold franchisee's brand management concept is very advanced, and is also very good in brand management ability (such as display technology, staff management, ordering, etc.).

In the regional market, these aspects can play an exemplary role and guidance in other franchisees.

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Why do franchisees make gold franchisees?

1. follow the principle of market concentration, and invest the smallest management energy and management cost to get the biggest profit.

Some franchisees like to open more brands or stores, or diversify the market, so that although their careers can also be done very well, they must pay a lot of investment in management energy and management costs, and relatively speaking, the proportion of profits is decreasing.

The author believes that the selection of 1 to 2 brands, in a small regional market (such as a region, or an urban area) to open a number of stores, which is conducive to brand concentration, market concentration, centralized management, can effectively save management costs and management energy, improve profitability.

2., we can get more support from the company.

The company will put the biggest support in big stores, good performance stores and influential stores, so becoming a gold franchisee can get more support from the company.

These supports are mainly reflected in management, technical guidance and distribution of goods, which have a very important impact on the operation of shops.

3. reduce the shortage and inventory risk.

The two most important points in clothing business are goods shortage and inventory. These two problems are contradictory and must not be avoided absolutely.

And single brand opening stores and opening many stores can enhance the allocation of goods between shops, so that goods can "live" and reduce the losses caused by shortages.

At the same time, for large stores, if the pre forecast has larger inventory pressure and more stores are promoted at the same time, it can reduce the inventory pressure to a large extent.

4. is conducive to the development of better staff.

Between the two brands, the company culture is different, the style localization is somewhat different, the terminal shop's management mode will naturally be different.

But the single brand multi store can strengthen the staff deployment between stores, so that the trained employees are more aware of the brand, more familiar with the customer's psychological characteristics, and faster.

A large store and a good store can make employees feel the superiority of the working environment and thus have higher work enthusiasm.

How agents recruit and train gold franchisees

Where is the 1. gold medals franchisee?

At present, China's franchisee's overall brand concept is not strong, and a few excellent franchisees concentrate on the operation of foreign brands and some excellent domestic brands.

So, where are these gold franchisees? How can Brand Company and agents recruit these franchisees?

We can divide franchisees into three categories to identify their operational concepts.

C franchisee is what we often call "wife and wife" or similar way of operation. We call it "conditioned reflex type".

Such franchisees occupy the overwhelming majority, generally do not have clothing business or have been wholesale brand dealers. When they negotiate brands, they are most concerned about joining conditions, and some even bargain.

They usually do not analyze the competitiveness of the brand and the feasibility of joining the terms, but rather decide which brand to choose through the comparison of the franchise conditions between the brands.

B franchisee is what we call "business capability type". These franchisees usually work in Brand Company or stores before, and think that their store management ability is strong.

They generally think that the strength of a Brand Company is determined by the professionalism of the company's marketing personnel, so when they choose the brand, they pay more attention to the professionalism of the company's developers.

This kind of franchisee can be greatly improved through inculcation of ideas.

Class a franchisee is what we want to be a gold franchisee. We call it "business philosophy".

This kind of franchisee has generally visited many cities before the negotiations. They usually do not rush to see products and consultation conditions, but talk about the company's development prospects and marketing strategies, because when they choose a brand, they will regard it as a career, not just a single store.

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2. pay attention to the interests of franchisees.

Some agents also encourage franchisees to open large stores and open stores, but they are limited to encouraging languages.

Franchisees are businessmen, and businessmen are interested in profits. If there is no increase in investment, no one is willing to do so.

Therefore, as an agent, it is necessary to analyze franchisees' competitiveness and greater return on investment than open stores or shops. Then the key is to give greater support in action and management, and really pay attention to the interests of gold franchisees.

At the same time, for agents, only when franchisees have higher turnover and greater profits will their profits increase.

3. support is management rather than policy.

Some agents offer some preferential policies to encourage franchisees to open large stores and open multiple stores, such as reducing discounts and raising returns. I believe that such a method is not proper.

Franchisees open a large shop and open a lot of shops, which is a matter of his consciousness, rather than joining the conditions.

For some truly good franchisees, if a brand can change its terms of joining, its confidence in the brand will weaken.

Therefore, as an agent, the support for excellent franchisees is reflected in management, rather than in terms of policy.

4. companies and agents first set up big stores to set an example.

Companies and agents are examples of franchisees.

If companies and agents set up big stores themselves, they will be persuasive to franchisees. On the contrary, if companies and agents do not own large stores, some franchisees may think that the brand does not yet have the conditions to open large stores.

In short, Brand Company and agents should understand that only by building a gold medal franchisee and constantly copying it can we break through the bottlenecks after the development of the brand to a certain stage, and really make the brand bigger and stronger, and remain the invincible position in the market competition.