Clothing Brand Provincial General Agent, Public Business Operation Treasure

First, strategic guiding ideology: 1, enterprises must establish one or more good brands to survive for a long time.

2. Franchising is not a single concept of output, but to ensure that the various factors involved in business operations, including business philosophy and management mode, can be based on the market.

The general agent (Level 1) non wholesaler is the two output of the headquarters corporate culture and the coordinator of product and brand operation in the region.

(3) effectively reorganize the resources of both headquarters and franchisees, and complement each other's advantages.

Two, goal planning: to enhance the brand share in the market by establishing a stable and benign monopoly terminal within the designated area and constantly exporting brand culture in operation.

It is through the establishment of a complete image store in all parts of the country to achieve the win-win of brand image enhancement and franchisee profit.

Three, the steps and ways of strategic methods: 1, through the refinement of the market, according to the division of various administrative regions, we first determine the general agent (Level 1) of the provincial brand, and assist and assist the provincial general agent to co-ordinate the market under the jurisdiction of the whole province, then develop the county level (level two) monopoly network in a planned and efficient way, and at the same time, let the developed offline network have a future development space.

2. According to product positioning and brand positioning, we should first establish terminal stores and counters in the provincial capital and prefecture level cities.

3. The mode of operation refers to the unified purchase and distribution of the developed offline, and the establishment of standardized distributors, flexible partners and self operated direct outlets.

The second chapter is the basic work of the general agent, and it is recommended to operate in the form of a company.

Two, quickly establish the general brand general agent's operation Agency (the establishment should be put to the provincial capital to operate) 1, organizational chart: 2, 1, office building: office building: (can be set up in the writing room, the place is not restricted, the total area is not less than 120m2) A, the personnel group Pavilion (Reference): 1, accounting personnel.

It is best to understand computers, the main work is digital business statistics analysis, and supervise warehouse entry, sale and inventory management.

2. The market expands 1-2 people.

The main task is to expand the market and manage the market, popularize the brand management concept of the headquarters to the terminal stores, and do well in the management of Direct stores and exhibition halls.

1 people in business class.

Carefully analyze the market characteristics of the region, penetrate the market trend of the local market, accurately order the seasonal products to the headquarters, and track, manage and analyze the logistics of the general agents and terminal stores.

There are 3 warehouses.

We must ensure that all kinds of goods in the warehouse are accurate and orderly.

There are 1 people in the shop.

To manage the three elements of people, shops and goods in stores, collect market terminal information carefully, do well in the collection and analysis work, standardize the implementation of various marketing activities at headquarters, or suggest using various marketing means to achieve business objectives.

(B) office equipment configuration: (1) telephone and fax: easy to work.

Computer: can access the Internet, synchronize image pmission with headquarters, and manage all kinds of business data.

(3) financial statement.

Other office equipment and supplies.

(2) image Hall: (with offices in the office, A) image is decorated according to the VI standard of the company.

(B) management: it is managed by the marketing manager.

(3) warehouse: it is best to keep a distance from the office, and keep the location as confidential as possible, but choose a convenient pportation site and pay attention to safety. The area is not less than 200m2. A A personnel: A: classify all the goods in the warehouse, divide the goods into different parts, divide the shelves into the management, make the list of warehouses, enter, sell and store the incoming and outgoing goods on the same day; C keep the environment clean and have no hidden danger; D D according to the customer orders assigned by the marketing department; E, after distributing the goods, send the distribution order to the finance department for approval after shipment (the special case is approved by the general manager or authorized person).

2. Distribution personnel: A, according to the instructions of the supervisor, accurately distribute the goods.

B will pack the good goods and temporarily do not seal them.

(C) send the delivery order to the finance department for approval.

(D) the bill of lading is made up of three links, one is finance, and the other is the chief executive.

E send out the goods.

(4) direct store (image shop): it can be established according to the general agent's financial strength and market development opportunity.

The image shop must be located in the local commercial and gold lots, with an area of 60m2 or more, with a width of 6 meters or more, and the two facade is the best.

(A) environment, A, the location and distribution of other brand stores, B, the location of competing brand stores, C choose brand exclusive stores, but try to avoid competing with brand names.

(D) store height, space, shop view effect E store structure, power line load maximum value F shop property ownership B) management management A shop shop salesperson training: business skills, etiquette, dress, clothing foundation, B cashier training: computer operation, collection process, data management, C store storekeeper training: computer operation, goods receiving and dispatching procedures, entering, selling, checking accounts, goods specification.

(C) significant: A is the symbol of the identity and strength of the brand general agent; B as an important image window for investment promotion, is convenient for information dissemination and franchisee inspection.

C as the growth point of commodity profit.

D as a skill training base for market terminal salesmen.

E as a processing store for inventory products.

F as a source of information to directly understand the terminal market.

G as a cumulation of actual business experience, more effective guidance to franchisees.

H has a direct shop, so that it will be easier for us to enter the mall to make special offices and counters.

The third chapter is to introduce the import and export work. First, the general agent should make an overall analysis of the area: 1, how many cities, counties, and counties in the region, and the distribution; 2, according to the level of economic development, the market mature market, the emerging market and the potential market; 3, the commercial area of the regional market and the number, influence and distribution of the major shopping malls.

4. We will divide the market suitable for our entry and gradually promote it according to plan.

5, we can expand the market according to the existing customers of the general agent.

Two, formulate the plan of establishing the market network: 1, combined with the total agent's financial strength and network capacity, plan the market expansion according to the time and region.

2, first, we plan out different types of markets and work out market strategies.

For example, we should select a number of key cities in the region and develop a number of specialized stores in the form of special franchising. As a support for the whole market of the province, we will take advantage of these successful stores to develop chain stores.

(way of thinking: it is also good to store these stores as a warehouse) 3.

(provide 4 kinds of investment reference policies, see below "investment strategy application"), "4", "investment strategy application", "a", "picture book", "picture album", "merchandise album", "sales contract", "5", "different types of cooperation", "B", "C", "reverse discount", "C", "phase sales", "zero sale", "6", "terminal sales", "terminal a", "buy a", "monopoly buying and selling" for the monopoly market, adopting flexible investment strategy and establishing market terminals.

B, a dealer who has already sold branded products and has confidence and strength in this brand and product can introduce to him the advantages of franchised monopoly, invite him to visit the image hall or exclusive store, and add it to follow the lead to promote the idea of joining the company, then further track and do ideological work, and urge it to set up a special store and a shopping mall counter.

C, for the blank market that has not yet run this brand and has high strategic position and wide range of radiation, it is necessary to start from the counter and expand the idea of franchised store development.

7. We should use various investment channels to mobilize distributors to participate in the exclusive investment promotion. We should choose dealers who have strong strength and meet the brand operation conditions, and set up brand operation and sales channels.

(a), through the normal operation of the image shop, publish the investment information in the image store; B, through the current influential media (newspapers and TV); C, send special person to the commercial street and other places; D, through the retail business manager, release; E, through their own interpersonal relations; F, through the various local clothing exhibition will be released; g g, through the company's order will be released.

8. Application of investment strategy: (4: 1 contract); 1) the type of cooperation: buyout, a brand store owner, buyout experience and risk awareness. The current business income is stable, plans to invest more than 300 thousand, and then become a brand store.

Negotiation skills.

A higher buckpoint can be set, for example, 40 percent off supply.

(2) introduce our marketing advantages and product advantages.

He invited him to visit the image hall or flagship store, and to give good guidance to the customers so as to create a good brand image for their customers and promote their ideas of joining.

When the customer indicates that the profit is too low, it is a signal that the customer shows before the contract.

At this time, the total agent can "prudently" reduce the deduction point and margin or year-end rebate mode, so as to lay a good foundation for successful cooperation.

(2) the type of cooperation - reverse discount.

A customer has invested a lot of money in investing in other businesses, hoping to set foot in the garment industry.

I want to invest in a brand store and worry about not investing in the clothing industry.

Negotiation skills.

It was supplied by 60 percent off in the first 2 months.

2 months after the operation of the customer: if customer profits (except the cost of a surplus of 5000 yuan), and then restore the point of deduction; 2. If the customer is flat (except the cost of profit and loss 1000 yuan), continue to supply 60 percent off.

(3) if the customer loses money (except the cost is 3000 yuan), reduce the discount point and supply by 65% off.

Psychological preparation: keeping a store is more important than investing in any media advertising.

(2) make a careful and accurate analysis and judgement of the business data provided by customers, find out the problems of their operation and provide them with standard.

Seriously analyze the sales of customers and ensure the supply of best sellers.

Fourth, carefully analyze the expenses of customers and control unnecessary expenses.

Make a sales promotion plan and submit it to the head office planning support.

(3) cooperation type - phased loan sales. A client has a pen savings of about 200 thousand yuan. He wants to invest in clothing business. He also worries that he has not done any clothing business, and that he lacks confidence and can not afford investment risk.

Negotiation skills: the first 2 months - support period (asking customers to pay in advance, the first 2 months of the distribution, replenishment, goods returned in the first 2 months.

2 months later, the support period is to guide the customer to make the order. Second, the sale of the single item is less than 50%.

3. The unsalable requirement requires customers to deal with them at a low price.

(4) cooperation type - zero inventory sales. A customer owns a pavement in the commercial gold lots of important cities, and has a strong market radiation effect on the surrounding cities.

Or a client's financial strength is limited, but there is a very good pavement.

Negotiation skills: A, by the company, the amount of distribution should be assessed by the company. The franchisee should pay the goods margin to the company in accordance with 40% of the total retail value (total retail value), so as to ensure the normal operation of the company's liquidity. B, the franchisee's ownership of the goods is owned by the company.