How To Effectively Manage Clothing Franchise Stores

Why are people poor and institutions aging? One of the most critical reasons: fear from the mentality. Not afraid of failure, the second is afraid of success, because success must pay a price that others would not pay. If we want to succeed, the first thing we need to pay is to lower your head and learn from others. Only by flowing water from the source can we increase the wisdom and strength to fight against suffering and gain the true ability and knowledge of life and life. Due to the limited personal ability, mistakes are inevitable. You are welcome to criticize and correct!

　　 1、 Selling clothes is selling images

The business of the store is good or not. Don't enter the store, just stay at the door for a few seconds to see! What to look at? Look at the signs, the lights, the displays, the sanitary conditions. You can also see the age of the salesperson and whether the employees are beautiful. Buying clothes means buying beauty, selling clothes means selling image, that's all!

To buy clothes is to buy beauty. Now, in addition to being comfortable and suitable, we wear clothes to reflect a non-material spiritual pursuit of beauty, personality and brand, which is an affirmation and realization of our self-image. Beauty is the basic feature of our clothing products, so we sell clothing The place and the person who sells clothes should first show their beauty. To save electricity costs without turning on lights, to prevent dust without unpacking for display, employees without makeup at work without spirit, the cashier is disorderly, the shop uses floats for special sales, the shop makes its own, hand draws promotional posters, and so on. All violations of the principles and behaviors of beauty will make the "beauty of clothing" greatly reduced, no performance or even loss. Without beauty and image, the brand will lose its foundation for survival, let alone development!! Therefore, we must keep in mind the basic operation principle of "selling clothes is selling image". All operations of the store must start from the principle of "beauty", firmly establish and carefully maintain the standard of "beauty". Only in this way, our store and our brand can find their own unique "beauty" in the cruel and fierce market competition, and can develop and grow, From one victory to another!!

2、 Advantages and disadvantages can be seen by comparison

For those customers whose performance is not ideal but who feel good about themselves, it is better to go down to her store and take him to the competitor's store in the same city to have a look. Because if she simply talks about her problems, she will find out many reasons, such as economic depression, small local population, poor consumption power, goods can not keep up, and so on. A lot of problems are objective and company problems, and her own problems are not at all. Is that true? Notice that the business of the store is not good because everyone is slow, so we can't just look for objective and company reasons. I once went to the store for support and encountered a similar situation. No matter what I said, the customer simply couldn't listen to me. What I said was that the company was wrong here and there. This problem was not solved, and none of the problems were implemented. I had a big head to hear; Of course, the customer said the problem, and the response was very good, but the concept of "you are all wrong, I am all right" should not be used when looking at the problem. Later, I had a brainwave, and simply said nothing. I invited the customer to the "JEANSWEST", "BONWE", and "FUN" in the same city to have a look. She was embarrassed to see that our competitors could not see any of them displayed with packaging, No plastic stool can be seen, and no broken lamps can be seen. For us, the clothes are all packed in plastic bags, and the store is used as a warehouse. The employees sit on plastic benches in twos and threes to chat. A large area of lamps are broken, and no one cares. When customers enter the store, the employees do not greet them. When compared, the gap will come out. Is such a store still a "pure" store? How can such a store create outstanding performance! Completely break the knot of "face, self-protection and self satisfaction" of customers, and stand in the position of serving customers, then customers will be very willing to communicate with us and listen to our opinions. Therefore, "good" and "bad", "good" and "bad" are not mentioned, but compared, so that customers can see and understand what is good and what is bad is important for store management to achieve performance. In short, only with comparison can there be gaps, only with gaps can there be room for improvement, and only with room for improvement can we make a difference! With this understanding, the next thing is easy!!

3、 Don't be afraid. Just use your heart

There are many problems and new situations in store operation every day. To keep the store operation alive and energetic, we must try our best to set higher goals every day and encourage us to try and use new ideas and methods. However, when a problem arises, many people and franchisees are often afraid of it and unwilling to bear the risks brought by reform. At this time, we need to encourage them to "don't be afraid, as long as you put your heart into it, it will be better"! Because as long as we work hard and unswervingly towards a goal, we will succeed if we use good methods, but if we use the wrong methods, we will certainly immediately summarize and adjust. For example, if we go to Hong Kong by plane, we will surely believe that we can land at Hong Kong Airport smoothly, and the next day we can try his famous abalone dish at the famous shop of "Yang Yige". But the captain knows that once the plane gets on the sky, the plane has deviated from its original direction due to the constant changes in the high-altitude air flow, and we can reach the destination smoothly, It is because the captain has made appropriate adjustments according to different situations. Isn't business just flying? Yes, we are not gods, and our judgments cannot be correct every time. We are likely to make mistakes several times in a row. However, the possibility of creating an excellent store and team has greatly increased. Because the pursuit of growth and progress has gone deep into our essence and become our temperament. What a force!! Being an enterprise is the same as being a person. When we encounter difficulties, tell ourselves: Don't be afraid, as long as we put our heart into it, we will be better!

4、 The boss should start from the employees

Most chain enterprises Joining Businesses should start from doing small businesses, setting up stalls and accumulating little by little. When I think back to the start of my career, many people praise me. Yes, when the business just started, first, there was no money to hire people, and second, no one was willing to help you. Only the boss and staff helped themselves, and worked hard all day and all night. Now that the business is improving and has a preliminary scale, someone is willing to help you, and the financial situation allows, it is reasonable to invite several people. "Spend money to hire employees, use your salary to buy your time to let you work for me, and finally, the boss can have a good rest after hard work". It would be a big mistake to have such an idea! The business of some stores is not ideal, so I must be away from the store with the boss all day long. I just go to the store to "point out" that I can have a rest. It is not irrelevant that I am busy with social intercourse, tea and cards all day long. Why is such a thought wrong? Because the store is yours and the business is yours, the boss doesn't work hard, how can the staff work hard again? This is a question of teaching by example. Speaking of sense of responsibility, what is "sense of responsibility"? For example, if the store does not open for five days, the employees will not be unable to sleep, but the boss must have insomnia every day! The sense of responsibility at each level is different. The degree of responsibility is the degree of work. The sense of responsibility decreases exponentially from top to bottom, so what should we do if we require our employees to meet our requirements? Presumably only the boss paid a hundredfold more. In other words, if the boss achieves 100 points, the store manager can achieve 60 points, while the employee can only achieve 40 points. People are inert, just like a ball on the slope. Pushing is advancing, and not advancing is retreating. What the boss does is precisely the push of these types!!

The work of the whole enterprise starts from the top leaders. The effort of the boss determines the effort of the whole company and employees. All reforms of the store must be emphasized, valued and demonstrated by the boss before they can "blossom". The boss is indeed the boss, but we should always remind ourselves that we should start from the employees, and start from the ordinary employees to be the boss forever, so that we can become a big boss!

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5、 The boss might as well be generous to employees

As Brand clothing The lowest level managers of chain stores often see employees wearing second rate and third rate brands selling their own clothes in their stores, see employees' voices as low as mosquitoes when introducing clothes to customers, and see that the store's dull employees have no vitality, which is the result of our intentional or unintentional efforts to make our employees feel inferior. Self abasement means losing self-confidence, and a shop losing self-confidence cannot be an excellent shop, and a boss lacking self-confidence in business must not be a qualified boss. When one of our bosses took over our own shop, he asked our manager what his salary was. As soon as he heard that it was only 1200 yuan, he immediately said, "This is good, and I will get 1800 yuan immediately.". Because he knows that a store manager who gets 1200 yuan salary can't be an excellent store manager, and a store manager who gets 1200 yuan salary can't do the same thing as a store manager who gets 1800 yuan salary. A little bit more is insignificant to the boss, but it makes the whole store glow with vitality again; It has achieved the wonderful effect of "four twos and a thousand pounds".

As a boss, the most important responsibility is to inspire morale, appoint people on their merits, and know who is good at their duties. A fussy boss is always dead meat, and only hires employees when he demotes them to the level of worthless, thinking that such employees will not leave because of their inferiority. Notice, how can a worthless employee suddenly become a flying employee! Therefore, in terms of employee recruitment and daily store management, our boss might as well be generous to employees, because the role of the boss is to inspire morale and enhance employees' self-confidence. With a high salary, you will naturally have high morale and good confidence. As for how to work, employees will naturally have ways, and the boss will not have to worry about it. 6、 Let employees concentrate and then communicate with several store managers of our key stores, we will find a very strange phenomenon, that is, many of our stores' turnover at night accounts for a very low proportion of the total turnover of the day, and the turnover rate of customers is not high, while most of them are just the opposite, Not only does the turnover at night account for a high proportion of the total turnover of the day, but also through recent attempts, sometimes the performance at night even exceeds that during the day. What's going on here? In addition, we also know that during the off-site of the store, our employees were asked to tidy up and stack up their clothes by Somimi, but often after Somimi, there was no following. However, their management personnel not only reminded and encouraged Somimi, but also let the employees reorganize after the original stack was completely broken up. Why is this? They told me: because when I am free, it is the time when the whole morale and passion decline!! This makes us deeply understand the truth of "making trouble from nothing"! The specialty store is characterized by a large number of female employees, and the biggest problem for female employees is that they always think about how other brands pay, and how are their parents' boyfriends today? In short, the reason why employees can't do a good job is that they are not single-minded. How to be specific? In short, it is busy and active. When a person is busy, he has no time to think about other problems. Therefore, in the management of franchised stores and companies, we should not be afraid of employees doing too much work and getting tired. What you should be afraid of is whether they have something to do, whether there are not enough responsibilities and functions, and they are too idle. Employees should also understand that the boss invites you to come. If there is nothing to do, you will have no sense and value of existence. It can do a day's work well to let employees concentrate, but how to let employees do a year's work or even two or three years' work well is to let employees die. The successful life experience of the boss is a fresh teaching material, but it is far from enough. As a boss, the most important thing is to paint a beautiful prospect for employees! At the same time, we should also make long-term efforts and unremittingly share your ideals and future with our employees. If the boss talks about the business and development plans in five years' time every day, says that the employees' current experience accumulation is to prepare for their own entrepreneurship, and encourages employees to try greater risks and opportunities every day, employees will naturally understand that the company is developing, You can also grow up with the company. When a person sees the growth and prospect, he will naturally work hard for the goal, so the boss can let the people who follow you to "work hard" with you and pursue greater success!! 7、 Don't just pay employees for their hands and mouths

　 6、 Differentiate treatment to create a powerful enterprise

On the same day and in the same 24 hours, the boss can earn 10000 yuan, but the store manager can only earn 100 yuan, while the employees can only earn 30 or 40 yuan. There are differences in the world, and the world cannot be completely fair. We must admit this "unfairness", just like "others go to key high schools, but we can only go to ordinary high schools". In a store or a company, it is not advisable for a boss to "level his mind with a bowl of water". It is also an unscientific and obviously against human nature practice. Jack Welch once said that "differentiated treatment is the only way to build a strong enterprise". How can we treat them differently? First of all, we must understand that in the group of employees, there must be the best, the worst, and those in the middle belong to the majority. Secondly, we must use different attitudes, methods and salaries to evaluate, reward and punish these different employees. Finally, we must exclude the worst performers from the whole group. "A mouse shit can destroy a pot of soup"! If both the boss and the store manager think that an employee is poor, it is nothing, and the worst thing is to know that he is poor but cannot fire him! I once went to a shop. The boss said that the employee was not good. I asked her if she had customized recruitment materials from the company. He said no; I asked him again that there must be qualified candidates to replace him, and he said no; I continued to ask, did you see the recruitment poster of the competitor? He unexpectedly replied: Yes, and it is all year round. Such an answer really makes people laugh bitterly! Differential treatment is the only way to build a strong enterprise. It is difficult to do it. Anyone who thinks it is easy to do it will not be suitable to survive in this enterprise. If it is not possible, it is the same!!

　　 7、 Small rivers are full of water

Every time we go to a store, I am particularly concerned about how our store staff's wages compare with those of competitive brands, whether their wages can be paid in full and on time, what is our store's monthly rate of loss of goods, and whether the salary deduction caused by loss of goods has been completely solved. In addition, when opening a new store to formulate a salary system, I always tell our boss that as long as we have money to earn, we would rather make our profits smaller, and the salary of employees must be higher than that of competitors, and there is a minimum guarantee but no ceiling. Why? Because I understand that small rivers are full of water and big rivers are full of water. Only when employees have them, can bosses have them!!

"A small river is full of water, and a big river is full of water" is a famous saying of Haier President Zhang Ruimin, who pursues the change of ideas. Can Zhang Ruimin's philosophy of making home appliances become our philosophy of franchise chain store management? Practice has proved that it is not only possible, but also completely applicable! From the natural law, the water of a big river comes from a small river. The small river has no water, and the big river cannot have water; If the small river does not provide water for the big river, it will depend on the big river to supply water, and the big river will be dried up sooner or later. In an enterprise, the enterprise is like a big river, and the employees are like a small river. If every employee can become a flowing river, the enterprise will never dry up. So, after a year, whether we have made money or not, the most important thing is to see whether the wages of employees have increased and whether their faces have smiled! If the employee's salary rises and his face smiles, our boss will not fail to make money. Therefore, small rivers are full of water. To let yourself have it, first let your employees have it; If you want to succeed, you must first ensure the success of your employees!

8、 The competitor is the lion

Last time, I went to the grass-roots level with our support personnel for research. This time, I was shocked too much. I always thought that although there was a certain gap between our brand and our competitors in central cities, we had caught up with our competitors and left them far behind in the secondary and tertiary markets. What's the truth? Far from it! I used to think that after the Spring Festival, we have reformed and opened more than 60 stores, which are already very many, very fast, very impressive. After this trip, I was surprised to find that there was something faster than us.

This time, I went to nine places (except for two places that had not been rectified, the rest were all stores with new image that had been rectified). Not only did I see that all the competitors had the latest image, but also there were seven local competitors who were better than our ports, with large areas. What a hit! Even Ziyang (a prefecture level city in Sichuan Province) and Fushun (an ordinary county in Sichuan Province), which we always think have good performance, will inevitably suffer from this misfortune. Ziyang was not included in the rectification agenda because of its stable performance. However, our store is only over 50 square meters, while our competitors have twice the area of our store. Even a minor brand has opened two stores, both of which are larger than Yichun. Fushun, however, is a shop that has just been renovated and opened this year! We think that we have firmly established competitive advantages in two places, so it is, let alone the other five places. Don't look, don't know, look at the next jump! Now, how dangerous it is to look at today's changed market with the thought of one year ago! Similarly, the idea that "our competitors are sleeping while we are working" is also very scary. After this trip, I deeply realized that we are competing with the most astute competitors. We are not only competing in speed, but also in endurance. This must be kept in mind at all times. The competitor is a lion. Don't take it lightly!

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9、 Take immediate action to prevent problems from staying overnight

If you communicate with the boss and the store manager about what problem to solve, he seems to understand and agree, but he doesn't do it, you must be careful!! Because all the work you have done before is useless, you not only waste your saliva, but also waste your precious time. It can be seen that the work focuses on continuous emphasis, supervision and follow-up. There are many reasons that can be easily understood. But why do some people succeed, while others have nothing to do in their lives? The reason is that people who fail have knowledge but do not act. They are giants of knowledge but dwarfs of action. When they know it, they will not do it. Yes, the truth is only truth. It can't be used as food. If you don't want to be hungry, you must first start a fire yourself. To put it another way, you must take your own bowl and chopsticks. What's more, it's ten thousand times harder to do than to think, so there is the saying "beauty of action". Therefore, the problem of the franchised store is not only that we understand it, but also that we find problems and solve them immediately. In front of us, we should say that there are no problems, or that there are no problems that we cannot solve.

10、 1:1:8 Timely sales

Once we went to the store for support because the business of a store was very poor. When we arrived at the store, we were surprised to find that there were 120 models in the store, which were less than 50 square meters. This year's, last year's, and even a few years ago's products were still available. Although the number of single models was not large, the total number was still a very troublesome figure. In addition, some of our stores, after a quarter, find that what they earn is what is left in the warehouse. These are the results of our bosses' "calculation skills".

As far as the goods of our brand are concerned, although our design is excellent and the quality of the goods is excellent, we can not sell all kinds of goods. There are always 20% of the goods that are difficult to sell. In order to ensure that "all profits are from the warehouse" does not occur and that the store has enough ideal profits, there are two key problems to be solved in the goods management. One is how to deal with the 20% unsalable goods, and the other is how to make the remaining 80% of the goods flow quickly. First of all, let's subdivide 20% of the unsalable goods. Let's take 10% of the worst goods to lose a little, even 2-3% off. If 10% of the goods do not make money and sell at a break even price, then 80% of our goods are profitable. If the sales loss caused by the worst 10% of the goods is offset from the 80%, our goods as a whole will also achieve 70% of the final profit. In addition, the display area of a franchised store is always limited. If a style is displayed at the same time and at the same place, other styles cannot be displayed and sold. Therefore, if we solve the sales problem of the 20% unsalable goods with the slowest turnover rate in the shortest time, Naturally, it brings us valuable opportunities and time to display and sell other goods. Therefore, it can be affirmed that the management of unsalable goods is the key to the success of store goods management, and the sales strength and speed of unsalable goods determine the sales strength and speed of the whole cargo! This is also the basic condition for a qualified boss and manager. With this in mind, it is not difficult to understand that we sometimes arrange 2-3% off "* sales" of clothes.

　　 11、 If you do it right, wealth will come naturally

Take Chunxi Road National Day Sales for example. I usually encounter some very strange phenomena at the cash register. When the cashier is busy, he often receives calls from some counters or other personnel asking about the sales situation of Chunxi Road; Our managers often turn on the computer to estimate how many tasks we have completed. I think our managers, in the golden selling time of the National Day, do not look for and find that they are not doing enough or perfect in those aspects, and immediately correct them. Instead, they always ask others how much they have done and are busy looking at tasks, which is a practice of putting the cart before the horse. That's the right thing to do. I really believe in the words of Liu Guoquan, the president of "Giordano": if you do it right, wealth will come naturally! Today it will be sold for five thousand and tomorrow it will be sold for ten thousand. Of course, such wealth will not come rashly, but as long as you do it right, consumers and society will certainly give you an affirmation. If you want to be rich and powerful, you have to make a real effort behind it. This is what Liu Guoquan thinks he has done right, including paying attention to people and strict requirements for service and product quality. Take our "Yichun" brand for example. In recent years, we know that "Yichun" has developed rapidly, but her success is definitely not "pie in the sky". Every step of her growth is full of wisdom and effort from the boss to the employees, It is the result of long-term hard work and solid efforts of everyone to "seize ports, establish image, focus on goods, and emphasize management". Retail is about detail. I want to change Liu Guoquan's words slightly, "as long as every little thing is done well, wealth will come naturally", which may be more appropriate to the store and more immediate!!

12、 A win-win relationship will last

Many of our bosses are accustomed to losing the company's money. They think that the company is arrogant or that doing business with the company's money is a matter of huge profits. In fact, it is not advisable. The company serves you, and it is the company's service nature and trust to give you proper support at the beginning. But after you make money, should you consider the company first. I bought a car and a house by myself, but the company's money, please drag it!! If this is true, I think the company will not consider you again if there are other development opportunities. Think about it, the company can't make tens of thousands of dollars a year in your store, and you owe hundreds of thousands. The company has many customers, and I'm afraid it can't even afford to pay employees, let alone brand management and development. There are many such customers! Stop talking about the company and talk about our shop!! In recent years, many Yichun stores have been opened. With the improvement of the popularity and sales performance of "Yichun", the port value of the street where Yichun stores are located is also changing, which is a positive and good phenomenon. However, some of our bosses cannot understand this. Some of our stores, after earning money from their own pockets, think that as long as they spend less, they will definitely earn more. They often end up in a very stalemate with the owner of the house, and are forced to go their separate ways to lose the port. What a loss! Just imagine, if you find the owner of the house before he wants to speak, and say, "I have made a little money this year. As the saying goes, everyone makes money. I think the rent can go up a little if it goes with the market. How about * * yuan?"? You said, how would the boss react? It must be very grateful. It is likely that he will also be a good adviser and helper for you to seize the port and help you in your career!! When others are aware of the price increase, it's too late for you to renew the lease!!

When it comes to cooperation, Li Ka shing's words should give us profound inspiration. Once, Li Ka shing was invited to give a speech at Sun Yat sen University, and the college students asked him about his business secrets. Li Ka shing said that in fact, he did not know any secret when doing business. If there is any secret, it is "if I cooperate with people, it is normal to earn 10%, and it is also proper to earn 11%, then I only take 9%, so I have more and more partners all over the world". On the contrary? There are some "independent" bosses in our management team, and such bosses will inevitably lead to the loss of partners. As a member of the franchise team, we must understand that only a win-win situation is a win, and only a mutually beneficial relationship will last for a long time. Only when we achieve self transcendence in "emotion" and "interests", and can share more interests with others, can we become a greater "monopoly chain business".

13、 Man first, policy second

Even if you have the best store management methods in the world, without the right people to improve it, develop it, and realize it, these methods may only blossom without fruit. Sun Tzu, the soldier saint, once said, "Therefore, those who are good at fighting should seek the potential and not blame others, so they can choose people and take the potential. Today's emphasis on" putting people first and making decisions later "is similar to Sun Tzu's" choosing people and taking the potential ". It is the excellent talents who have achieved everything, not the grand plans. It is the excellent bosses and excellent store managers who have finally created first-class performance and stores. In the process of our store operation, we ignored the human factor. No matter how good the strategy is, no matter how good the method is!! Today, when making a summary speech for this sharing material, I have to remind you again that what you wrote above should not be expected to be a panacea that can cure all diseases and make you feel good at the first try. Putting people first, "people first, respect talents, and attach importance to talents" is the only way for a store to improve its performance and achieve commercial success.