How To Balance The Speed Of Enclosure And The Quality Of Stores

In a market where the top three market shares add up to less than 5%, the demand for rapid expansion has prompted chain stores to break the original pattern, open shop, open more stores, open large stores and open stores.

Roley home textile four shop marketing mode to the extreme, thus laying the home textile industry in one fell swoop position, and thus become China's first professional bedding.

In the new round of large-scale horse race enclosure expansion, many home textiles

1., driven by short-term interests, chain affiliation has become part of the manufacturers' money collection tools, customers.

2. the headquarters lacks systematic and effective personnel training and operation guidance. The survival rate of shops is not high, and the pressure of business is bigger and bigger.

3. lack of honesty and interests leads to contradictions among manufacturers.

Redefining channel value

In order to solve the above problems, the first step is to redefine the value of the channel, that is, franchisees as partners to help franchisees develop the market and strengthen the terminal.

Many enterprises, at the beginning of the development of the market, are eager to invite franchisees to be treated as relatives and promise to do everything. Once they are joined, they will be indifferent and leave it as a kite with a broken line.

And he regards franchisees as partners, helping them develop the market and strengthen the terminal from three aspects:

First, to create a professional sales force: on the one hand, the introduction of external training institutions, the system training of sales staff; on the other hand, strengthen the internal training function, set up their own training center, introduce the system of internal lecturers, hire rich market experience of the district manager lecturer;

Second, enhance the profitability of single stores: product structure, store image, shopping guide technology - Global Brand Network - clever, member management, special events, inventory management, group purchase management and so on, summed up seven elements of the terminal to help franchisees analyze and solve the practical problems encountered in terminal sales, and truly targeted, and quickly upgrade single store sales;

Third, strengthen the construction of backstage operation system: import ERP system into cooperation with well-known IT enterprises in China, realize information management between the headquarters and franchisees, and grasp the dynamics of entering and selling stores in a timely manner so as to realize the "whole country chess game".

A vivid example of Luo Lai's franchisees as partners is that Meitan County of Guizhou province is a national poor agricultural county more than 200 kilometers away from the provincial capital Guiyang. It is very poor, and the whole county is almost one street.

Nonetheless, business development is good. The main street is a franchised store on the one hand and a grocery Street on the other.

But the regional sales staff of Luo Lai feel that the market can be done.

So, began to help prospective franchisees do investment profit analysis.

However, although the franchisee wants to do so, it faces many difficulties.

Because the street pavement is difficult to solve, the house is not easy to find, it costs a lot of thought, and still has no whereabouts. Helplessly, it thought of giving up.

With the help and analysis of sales staff in the District, the ideal house was finally found.

However, a lot of rents once again baffle the quasi franchisee, under their own insufficient funds, we have to find ways to find partners.

Finally found a like-minded partner, also found some funds, but then, the house was robbed by others, again thought of giving up, this time has passed over half a year.

Finally, after all the professional guidance and assistance of Luo Lai, finally everything was ready and finally opened in December 23, 2007.

Half a year after opening, it has also been faced with the problem of low consumption and low recognition in the high-end location of Luo Luo Lai, and sales volume has not been opened up.

Later, Luo Lai shared his analysis with the market, planning the market, from pushing to pulling, from group buying to gifts, from joint marketing to promotion.

Slowly began to open up the situation, sales and start on the right track.

By the end of December 31st, in the past 08 years, Meitan's franchisees received about 300-400 yuan, and have grown into one of the best customers in the county's customer system.

It is precisely the development and management of numerous such quasi customers. After a series of actions, Luo Lai has built up a terminal operation system based on customer value, relying on the advantages of previous channel expansion, and has successfully broken through from the single channel dispute in the home textile industry, and has fully released, focused and strengthened the competitiveness of its core competitive advantage channel.

Second, enhance the profitability of single stores: product structure, store image, shopping guide technology - Global Brand Network - clever, member management, special events, inventory management, group purchase management and so on, summed up seven elements of the terminal to help franchisees analyze and solve the practical problems encountered in terminal sales, and truly targeted, and quickly upgrade single store sales;

Third, strengthen the construction of backstage operation system: import ERP system into cooperation with well-known IT enterprises in China, realize information management between the headquarters and franchisees, and grasp the dynamics of entering and selling stores in a timely manner so as to realize the "whole country chess game".

A vivid example of Luo Lai's franchisees as partners is that Meitan County of Guizhou province is a national poor agricultural county more than 200 kilometers away from the provincial capital Guiyang. It is very poor, and the whole county is almost one street.

Nonetheless, business development is good. The main street is a franchised store on the one hand and a grocery Street on the other.

But the regional sales staff of Luo Lai feel that the market can be done.

So, began to help prospective franchisees do investment profit analysis.

However, although the franchisee wants to do so, it faces many difficulties.

Because the street pavement is difficult to solve, the house is not easy to find, it costs a lot of thought, and still has no whereabouts. Helplessly, it thought of giving up.

With the help and analysis of sales staff in the District, the ideal house was finally found.

However, a lot of rents once again baffle the quasi franchisee, under their own insufficient funds, we have to find ways to find partners.

Finally found a like-minded partner, also found some funds, but then, the house was robbed by others, again thought of giving up, this time has passed over half a year.

Finally, after all the professional guidance and assistance of Luo Lai, finally everything was ready and finally opened in December 23, 2007.

Half a year after opening, it has also been faced with the problem of low consumption and low recognition in the high-end location of Luo Luo Lai, and sales volume has not been opened up.

Later, Luo Lai shared his analysis with the market, planning the market, from pushing to pulling, from group buying to gifts, from joint marketing to promotion.

Slowly began to open up the situation, sales and start on the right track.

By the end of December 31st, in the past 08 years, Meitan's franchisees received about 300-400 yuan, and have grown into one of the best customers in the county's customer system.

It is precisely the development and management of numerous such quasi customers. After a series of actions, Luo Lai has built up a terminal operation system based on customer value, relying on the advantages of previous channel expansion, and has successfully broken through from the single channel dispute in the home textile industry, and has fully released, focused and strengthened the competitiveness of its core competitive advantage channel.