Enterprises Open Township Stores &Nbsp, Can Not Hard Chain Operation Mode.

The street is Haier, the rear end is GREE, and the middle is also beautiful. brand Today, these flags are already a reality. But who can really take root and live in the market? consumption People, they say good is really good. And the win of Jiangshan will depend on thousands of people. business Efforts.

Consumer

The relative price of franchised stores is relatively real.

Mr. Deng, a new agricultural capital operator, recently bought a LCD TV at a home appliance brand store, and the effect was quite good. However, from comparison to final approval, Mr. Deng has had a lot of trouble. Because for fear that "water fish" to buy expensive, he deliberately let friends know the price of the urban area of Zhaoqing, the results of the local cost is about one or two hundred yuan. But the smart Mr. Deng still did not seek to go far.

After this "different place contest", Mr. Deng has more recognition of the franchised store: "the price of the exclusive store is not random." Indeed, although today's home appliance sales channels are flourishing, however, seemingly spanparent market prices, in many cases, let consumers feel confused. Some time ago, Mr. Luo of Heyuan consulted the price limit of refrigerators and washing machines for two household appliances in the southern rural newspaper reporter. He suspected that a comprehensive store in the town had a high price, and the result was just as expected. After his anger, Mr. Luo decided that he would not buy him any more.

It is also a question of price, and Mr. Luo of Xingning even sighed "the rules have been hidden". Mr. Luo intends to buy an air-conditioner, and after comparing it to three stores, he finds that there are hundreds of small household electrical appliances shops that are several hundred yuan lower than the exclusive stores and chain stores. He thought he was cheap. He was told that he had to pay extra for the scaffold when he paid the money, and there was no invoice.

Besides price, service is also the focus of consumers' attention. Mr. Li of Huaiji's cold pit town believes that stores should have more choices and better product quality. Unfortunately, his fancy brand store in the county town, because of fear of slow after-sales service, he can only abandon the heart water brand. Mr. mo of Yun Nan Sheng town also takes into account the problem of delivery. If the store is opened in town, the problem of logistics cost and speed should be improved.

In the summer of 2010, the Internet Consumption Research Center conducted a survey on the consumption of China's air conditioning market. When asked, "what kind of purchase channels do you prefer to buy air conditioners"? Nearly 65% of respondents chose comprehensive appliance stores, 20% of which chose home appliance stores. Among the reasons for the popularity of the two channels, "feel more secure" ranked first. The choice of exclusive stores is concerned with their convenient after-sale and low price, while the choice of stores is considered to have a full range of brands and rich models.

enterprise

Open stores to make up for market gaps

Consumers' perception and understanding of exclusive stores is precisely the result of manufacturers' deliberate efforts in the construction of exclusive stores.

In fact, many home appliance manufacturers did not sell their stores loudly when they built their own channels, especially for the whole country. In an interview, businesses generally describe the store as an important channel rather than a major one. And the development of franchised stores often avoids the positive confrontation with chain stores.

Based on the consideration of cost, the storefront of chain stores is difficult to promote in the suburbs of cities and towns with relatively small economic scale. The footprints of enterprises to set up exclusive stores just make up for the blank of the market. Hong Shibin, a famous household appliance manufacturer, believes that the primary advantage of a store is to buy convenience.

During the interview, the reporter learned that many rural consumers did not trust the appliances sold by the townships and even the County businesses. First, they thought the prices were high. Two, they felt a bit "flow" (bad quality). Therefore, the conditional consumers trudged to downtown and even to Guangzhou for shopping.

Private stores have disclosed that they are directly from the company's sales company, and enterprises have strict rules on prices, dealers must maintain a stable market price, can not arbitrarily raise prices, operating franchised stores to make money is generally through improving sales volume, to obtain manufacturers' rebates.

Miss Zhu of Guangzhou thinks that, compared with the selling price of the store, there are many discount ways, and there are various ways of promotion. The price of the store is more real. Franchised stores are uniformly displayed by the brand of enterprises, and the source of goods is guaranteed to solve the consumers' concerns about prices and quality to a certain extent.

At the same time, enterprises run franchised stores also advocate sales, installation and maintenance of one-stop services, such as air-conditioners such special products, stores can also provide free door-to-door cleaning once a year. The sales manager of a franchised store said that the manufacturer had even limited the speed of service and the service standard, such as door-to-door within 24 hours, entering the room to wear shoes, and not drinking a cup of water from customers.

business

Store in Rome as the Romans do

The business philosophy of franchised stores is just on the taste of consumers, but the opening of shops in counties and towns is influenced by the customs and cultural factors of various places. If the franchised stores want to operate successfully, they will not be able to make a continuous replication of a chain model, but also depend on the operation of the local businesses.

Southern rural newspaper reporters visited many local county stores and found that many businesses have their own way to entertain guests and services. In many County stores, in addition to the unified facade and exquisite decoration, a tea table and chairs are necessary. The customer looked at it for a long time, and the clerk asked him to sit down, then served a cup of tea and talked with his native dialect.

Two Mr. and Mrs. Gan's husband and wife in Qingyun town began to try to get involved in the monopoly this year. The biggest change is that the financial management is more standardized, while the customers are entertained. The two couples still have a warm and thoughtful service attitude before. In the interview process, just met a customer asked to repair the dehydrator as soon as possible, Mr. Gan then said that as far as possible to repair on the same day, can not send a week pass machine to allow customers to temporarily use.

A store in Longmen county is also practicing the concept of service supremacy in its own way. Tan manager, who is responsible for sales, told reporters that last year there was a big flood in the county's hair. The low-lying buildings and shops were flooded at the junction of the county road.

"Generally speaking, a boss must be a man first." Hong Shibin believes that the operation of the township market is a kind of relationship marketing. Shop owners certainly enhance the image of the store, but whether the consumers buy the products of the specialty store depends on the personal charisma and interpersonal relationship of the boss. Some businessmen told reporters that word of mouth is very important in selling household appliances in villages and towns. When the goods went out, there was a breakdown. Many consumers first thought about finding a business, which was considered a business problem rather than a product problem.

In addition to doing well in service, township businesses need more activities in accordance with local traditions. Hong Shibin said that businesses can collect activities such as raffle, games and other activities by collecting time and holidays, and gather popularity. The key to sales success is to take the rural consumers' favorite marketing methods.