Dealer Asks Brand 5.

In choice

about

Does the brand positioning match the local market?

There are many men's clothing brands in the market, and the homogenization of products is more serious.

Before choosing, we must know how the brand positioning is the mainstream of the trend of fashion. We must choose the most competitive products in the market, or the most potential products.

This is very important and related to the marketing competitiveness of the terminal in the future.

Secondly, at the beginning of choosing franchised brands, first of all, the clothing of your city.

If the consumption level in the area can not be compared with that of the developed areas, then it is not easy to blindly introduce high priced clothing; if there is a lot of casual men's wear brands around the shop, and the competition is very fierce, then it can be misplaced, and the target will be better in business men's wear or fashion men's wear.

At the same time, we should also consider the preference of local consumers in producing areas. If we like the brand of Shanghai rather than Guangdong, then we can give priority to choosing the brand to join Shanghai.

These problems are clear, based on these circumstances to determine the general positioning of the franchise brand, and then look for the franchised brand, so that we can get twice the result with half the effort and improve the success rate.

Before deciding on the brand to join, ask yourself a few questions: how much is the price acceptable to the local product? What brand preferences do you want to join in the public entertainment, business or fashion? What are the preferences of local consumers in clothing purchases? How much money do you plan to invest?

When the target brand is narrowed to a certain extent, it may have produced several candidate brands, and then we can further select the items according to the items we mentioned later.

Is there a profit margin for sustainable development?

The discount rate of brand is very important. When many dealers choose to run a brand, they value excessive retail price and high discount rate too much. Many brands are OEM or the same origin, so they are very similar.

At this time, if the same fabric at the terminal and the same style of clothing, the retail price difference of several hundred dollars, will also have a negative impact on sales, so not only to see the discount rate, but also should examine the value of the product itself, this is the main competitiveness of the terminal to win.

Secondly, financial plans should be worked out according to the supply discount and exchange rate, because many hidden items are invisible.

Dealers need to invest roughly in the following aspects: store rentals (which may be paid for three months or even half a year rent), shop decoration costs (one-time investment), purchase funds (such as 55% off purchase discounts, 45 thousand of retail value of 100 thousand yuan), staff salaries, monthly store daily expenses (water and electricity charges, etc.).

Forecast revenue: according to the sales volume of the business district and the sales situation of the surrounding brands, we estimate the number of sales per day and make the best two plans, so as to get the daily turnover.

We must remember to consider the factors of discount sales. Many times, the goods are not sold according to the retail pricing, there will be many promotions and discounts.

Then we will reduce the estimated revenue and investment, and estimate what the profit margin will be in the space. What is the maximum profit rate and the minimum? How long will it take to recover the investment?

Is training and service support "giving strength"?

To ensure the high success rate of business, the training support of the company headquarters is very necessary.

From the store image, display guidance, to goods management and sales promotion, if the brand you want to join has a comprehensive and mature method of training guidance, the success of business will be guaranteed by more than a half, otherwise the future will be slim.

The mature Brand Company's franchisees in various places should be carved out in a mold, and they are unified in the aspects of image, props, display of goods, service of staff and so on.

If you want to know the level of a company's management training, it is very simple. If you look at a few stores in different places, the situation will be clear at a glance.

For example, ESPRIT, LEVIS and other mature brands abroad have been very successful.

If the selected brand is such a company, from the first day, the company will make detailed training plan for the dealer, even if the original experience value is zero, and there is no need to worry. If you follow the training plan, you will become a qualified professional clothing and alliance store manager.

But for many domestic brands that are still developing, this is simply not possible.

Many companies, after receiving the fees and fees, have no training courses or training materials.

For a novice franchisee who has no experience in clothing retailing, it almost amounts to half of the possibility of business success, and the rest can only rely on its own business talents.

I don't know how much confidence the dealer has with him.

So, before signing up, you have to ask how much training and service support the company can give you.

This is very important.

Is supply and logistics normal?

Whether it can be supplied normally is often overlooked by many people, but it is really very important.

Even if it is perfectly done in other areas, how can business be good if the best sellers are to be sold out?

At the same time, it is still a little difficult to know clearly before joining.

Because if you ask the salesperson directly, they will surely tell you that you can rest assured that their supply is very good.

The reality is that many small and medium brands in China are more or less in this area. This must be well prepared. Unless they choose a mature brand with a certain scale, they can fully trust them.

Secondly, we should consider the logistics time, and the long logistics time is unfavorable to the operation flexibility. This is related to the time of replenishment and the pressure on stock. When the product is needed, the product can not be pported. When the product comes, there will be a backlog. We should adjust the operation of the capital chain reasonably, and form a good output.

You can get the phone numbers of franchisees who are currently running (or have run) the brand through the company or other channels, and call them directly to consult them. The answers obtained are the most authentic and credible.

Do you have advertising support?

The sharing of advertising costs is a factor in your choice of brand clothing business.

It can be seen from the advertising materials that the brand used to do and is doing now.

For example, does the brand have a spokesperson? What is the influence of the spokesperson and the intensity of the terminal marketing? How much is the advertising cost? What national or local media are there to publicize?

The advertising support of manufacturers is conducive to the sale of terminals, quickening the circulation of products and achieving the support level of capital chain, which is inseparable from the support of advertising. This is a mature brand and strong brand that should be considered and must be supported.