Shoe Business Agents Successfully Win Market Essential Knowledge Handbook

Some agents seem to do only two things: get the right of agency and delivery. If the market is just a delivery, it is just like feeding children. Children are not "fed" big, but "raise" big, the so-called "raise", that is, you should love him, care for him, educate him, guide him. "Suddenly, like a spring breeze in the night, thousands of trees and pear trees bloom". Since the early 1990s, shoes Industry brands are mushrooming. The market advantages of brand franchising make the original shoe wholesalers gradually become brand agents. Compared with wholesale market, brand agency is not only low risk coefficient, high profit rate, strong market competitiveness, but also the development trend of industry.

Since brand agents have "money" way, how can they be a successful brand agent?

In addition to franchising, agents should keep in line with "Shang", understand the spirit of the headquarters and implement the "below".

Planning market and tracking well

Agents should be able to grasp the long-term vision of the overall market, and make systematic marketing strategies and make scientific plans.

After selecting the brand, the agent should first understand the business model, business philosophy, brand culture, brand positioning and market positioning of the headquarters. Then, according to the exact information, such as general planning on the battlefield, how to develop the overall and long-term development strategy, the merchants must take good quality control and strictly select franchisees, do not rush to gain instant benefit, kill the goose that lays eggs, pursue the number of franchisees unilaterally, pursue the vertical growth of the total performance of the province, and do not consider the vertical growth of the single store performance, otherwise the sales terminals will be mixed up with good and bad, and three or two companies will even shrink.

After completing the business invitation, agents should also track and maintain timely, supervise and assist the terminal to strictly implement the franchise mode. Some agents only plan for the first time and think that when the terminal is opened, everything will be all right. As a result, we can see that there are all kinds of hard laid networks, selling dog meat and selling red flag for eight nation allied forces. Some agents, for the sake of one-sided pursuit of the sales volume, keep a blind eye. As long as the goods are picked up and the more the better, they welcome each other. Let alone the image unification, even the brand monopoly can not be guaranteed. There is no essential difference between doing business and doing wholesale business. In this way, not only has a serious impact on the brand image in the local market, the market advantage of franchised brand monopolization is gone, it also sets up an insurmountable barrier for the subsequent development of the local market.

Scientific order and reasonable stock.

Ordering is like a treat. Ordering the meal must first understand the taste of the diners, not only to invite people to eat, but also to invite people to eat well. Our provincial agent is the host of the guest, please ask every store.

In terms of appetite, the agent must understand what the subordinate stores need to eat. This requires that every agent, first of all, be a display specialist in the store, followed by a brilliant buyer. You must find out the best merchandising plan for each specification, which can be divided into several zones, and which products are displayed in each district. These goods must have several series, several styles, and several color systems. In order to make scientific orders, agents must understand the importance of basic display and make use of the brilliant eyes of the professional buyers to plan the display contents.

When we choose goods, we must, according to the local cultural environment, fashion trends, consumption levels, wearing habits, and so on, with a brilliant buyer's eye, distribute the goods to each subordinate store. The way consumers are attracted is color, style and quality, which requires us to grasp the psychological experience of consumers when choosing goods. If agents can not accurately grasp the local useful information, they can also explore and train buyers in franchisees and shopping guides. With professional buyers, the problem of "what to eat" can really be solved scientifically.

Solved the problem of "what to eat", followed by the question of "how much to eat", that is, how to eat enough.

First of all, you have to find out how much food everyone eats and how much food they need. That is to say, before ordering, it is necessary to know the number of products that each subordinate store wants to achieve the best display effect; besides, how many stores need to start operation in this quarter, and how much more goods will be needed to ensure the best momentum of opening operation; at the same time, combined with the scientific analysis of the basic display of each store and the sales situation in the same period, the final quantity of the order will be determined finally. Only in this way can you cook dumplings for the blind when ordering.

If there is stock, do not worry about risk and not enter new products. Just as the socialist modernization drive must focus on "one center, two basic points", product sales must also focus on the axis of market demand, all in order to meet market demand as the guiding principle. Footwear sales are emotional, products must follow the fashion trend constantly. Last month's "fire" goods may become "dead" goods next month. If you hold the "dead" goods and look forward to consumers' pity, you will be forgotten by consumers. To deal with unsalable goods, we must make a prompt decision. When we are "stagnant", we must start with a knife, avoid being a "dead" goods, and never allow "dead" goods to block the money of "live" goods.

Of course, the data management system of purchase, sale and storage is also essential for scientific ordering and reasonable stock preparation. This is also a necessary condition for a successful agent.

Strengthen communication and cultivate feelings

Agents must have a good sense of communication. Here is an example: because of the change of regional division, a well selling store was transferred from B agent to A agent. But in less than 4 months, the A agent was out of order. Today, he has been deducted for no reason and will be delayed by the money tomorrow. The A agent was transformed from a state-owned wholesale company. There was no problem in the hardware such as capital and transportation. The service was also available. What exactly was the problem? The purchase of the store said to the author, "I saw him only 4 months ago (the business director of the A agent) two times. At the beginning, he said he was very busy. Then he finally came, asked him for a promotional poster, and left me waiting for the right time. Other supermarkets were selling cheap promotions and calling him. He promised to solve them, but he kept dragging them. If I don't deduct their money, will he come true? "Obviously, there is something wrong with the communication between A agent and that store.

Although negotiation skill is a compulsory course for agents, agents should not rely too much on negotiation skills, because negotiation skills are not equal to everything, and the key is to cultivate the feelings of manufacturers and terminals. Speaking of cultivating feelings, it is easy to think of "kickbacks, benefits" and so on. But can kickbacks or bribes really solve the problem? Agents and manufacturers and monopoly terminals should cultivate their feelings as friends and care for each other and help each other. The author has an agent friend, once a store outside the store failed, his purchasing personnel asked him if he could help cross regional delivery. Without saying a word, he sent them goods for nearly a month in a row, and did not bother about freight and so forth. In addition, sending a small postcard and sending a real love E-mail can also enhance the friendship between each other.

Long term vision and focus on Service

At present, what most agents need most is not management knowledge and negotiation skills. Instead, they are rid of the idea of "small profits", which has been formed for many years in the mind and from the outside.

I have analyzed some agents who failed in operation. Surprisingly, the main reason for their failure is not the bad external environment, but their ideological backwardness and operational errors. Once the agents have formed the consciousness of small farmers, it is hard to turn back to reflect on their own, which also largely restricts their development.

When many companies open branches, if they sign a national distribution contract with them, they will set up a regional distributor in accordance with the agreement.

Generally speaking, the distributors in these areas are the local agents of the brand, but they are responsible for the distribution of goods from those branches.

The author contacted with these agents in his work and found that they were not very keen on establishing good business relationship with these branches due to the constraint of small farmers' consciousness. Even if they talked about the future development of the future -- they were alone in cooperation with the branch (laying the foundation for other agency products), they seemed indifferent. This uncooperative attitude was especially severe in the low season of product sales, and the agent often refused to deliver the goods on the grounds that the branch was short of goods.

There is also a good example to illustrate the relationship between service and money back. There is a chain store in Shanghai. After a few agents do it, the word of mouth is not good, but another agent who sells other products says that the store is in a timely manner. The reason for this is that the agent's service is very good: delivery is very timely, urgent orders are delivered within 4 hours, small orders and large orders are treated equally; all products of the agency have never been broken; once, because the manufacturers are out of stock, he even lost money to deliver goods from the wholesale market to the past; the products are damaged and replaced immediately; they often go to stores to know the situation and exchange views with the purchasing staff. This is the sense of service! If you can do this, your subordinate stores will naturally repay you in time and be loyal to you.

To sum up, when you engage in brand agency, you only have to truly understand and implement the rules of brand franchising, and develop the market and build a network through the operation of the company, so as to truly achieve the "terminal store" and "nanny" terminal maintenance; scientifically ordering goods, stocking, skillfully using the purchase and sale system, improving the storage of goods, earnestly communicating and actively serving, thus promoting sales, so that the brand can become a real Qian Shu.