Quanzhou Brand New Brand Test Water "Single Store Franchise"

Since last year, Megan Clothes & Accessories Limited company launched a new mode of agency - joint venture. "The so-called joint venture is actually the cooperation between enterprises and customers, and it is also another special" direct camp ". For example, a customer has a store and wants to make a brand, but he is worried about the pressure of inventory and the defect of management ability. Then, we can adopt a cooperative way, providing customers with stores and certain margin, providing goods and management, and getting the turnover of customers. Lin Yongxun, deputy director of the company's operations center, said that this reduced the pressure on store operators later stage management, because staff, inventory and management were all enterprises. In the future, the management mode of agents and franchisees should cater for the company's management system.

such Joint mode In fact, many new brands in the clothing industry are trying to "single store franchise". The industry generally believe that a new clothing brand start, using "single store" to expand it will be easier. So, for the newly established brand, which way is better for "single store franchise" and the traditional "total generation franchise"?

　　 "Single store" is an important direction.

Shishi Diesel Apple costumes Last year, for the first time, new products were released, and the whole series of stores were launched. The company adopted a single store franchise mode. At that time, Yang Zhi, CEO of the company, said that the performance of some brands declined because of the fact that the general agent went to the district agent and then to the franchisee, which was not competitive. Therefore, the company will try to shorten this intermediate link and take a single store to join.

"Single store affiliate is the management of its own company, the feedback of all aspects must be much faster, and the allocation of various services is also much more convenient, and the middle part is omitted, and the profit is certainly much higher." Mei Changqing, deputy general manager of Fujian start children products Co., Ltd.

Lin Yongxun also said that the company now focuses on the development of the regional market, the way of joining is also a single store franchise, so that the feedback speed of information is fast, and the company can react quickly to the unsalable style.

"At present, the mode of general agent joining makes enterprises face great pressure. If enterprises do not transform, the initiative will always be in the hands of customers. If big customers join together to negotiate with enterprises, then enterprises will be very passive. By adopting the single store franchise mode, enterprises have not only accelerated the speed of store expansion, but also grasped the initiative, avoiding the game between the interests of companies and agents. Many people in the industry, including those mentioned above, have pointed out that this cooperation mode will create a win-win situation, not simply selling goods to customers, but more considering the survival and virtuous circle of both sides.

"There are more than 400 prefecture level cities and more than 3800 counties in China, but the terminal outlets of enterprises do not spread to so many places. This is determined by the provincial mode. For example, Sichuan province gives you, but you can't cover all the counties in Sichuan. The radiation capability of the provincial generation does not meet the company's expectations, but at the same time, the provincial generation likes to occupy the resources. Guo Hanyao, a brand marketing specialist of Kyushu counterparts, said that it is an important direction for enterprises to cooperate with the total generation to expand single stores in the region. If we only rely on the total generation to do it, the total generation will not be willing to do so; but the people who rely solely on the enterprise to set up a branch office in the local area to do a single store join will be in trouble for a long time. The cost of remote management will be too high.

　　 "Total generation" can not be replaced in the short term.

"Actually, there are many. brand It is through the total generation, the provincial generation, and then look for the terminal. But over the past few years, we feel that this is an unstable mode. Enterprises want both the agent and the agent to do well. The general agent also wants to do well, and is afraid of doing too well, because when the business is too good or bad, enterprises will consider returning the market. The director of a garment enterprise has a feeling that the relationship between agents and Brand Company is "symbiotic and exclusive".