Elements Of Success In Clothing Business

It has always been the dream of many people to start a business, open a shop and become a boss. The mode of fashion alliance has many dreams of being a boss. But in the face of many risks of clothing franchising, how can investors have more chances to succeed? Here's a suggestion for investors.

　 Positioning: popularization of consumption routes

　　 The franchisee must first understand that joining is not a guarantee of profit.

The basic concept of clothing alliance is the imparting of brand and business experience. That is to let laymen, through short-term educational practice, be able to play. However, in the short term, the franchisee should become a skilled hand, and the technology of operation must be simplified. Like convenience stores, the reason why they can attract large numbers of franchisees is simply because the business operation technology is simple. As long as the clerk will use the cash register, the merchandise will come to the shelves. The operation is very simple, and the new employees can always go online in a short time.

In addition, products must also be mass consumer goods. Many people believe that the concept of opening a shop and selling goods must be unique, distinctive, and distinctive. This concept is not wrong, but this concept applies only to single stores, famous stores and many stores. That is to say, the "characteristic shop" is only applicable to the business model of a certain number of stores. Once the number of stores needs to be expanded and the number of franchises increased, the goods sold can not be emphasized only on uniqueness. Instead, the mass consumption route must be changed. Products must be very popular.

　 Scale: the number of shops is enough.

If an enterprise wants to expand its franchise, it must reach the economic scale of the chain, that is to say, the franchisee should have enough. Moreover, the continuous charge from headquarters to each franchisee can not be too high. Therefore, the number of franchisees must be more, and the total fees collected from stores can make headquarters self-sufficient.

However, the number of clothing stores can not be excessive. If the franchisee opens more, then the scope of each store's business will be smaller, which means that the consumers in the business circle will be less and less. The number of competitors increased, but the consumer market did not increase as the number of stores increased.

At the same time, the consumer of the storefront can not be restricted like the commodity, and the consumers of chain stores can only target people around the store. If we are to catch some specific consumers in this limited group of consumers, the consumption population will be even less. So, for shops with too many characteristics or unique stores, they are not suitable for opening too many branches.

　 Site selection: delineating consumer groups

The choice of location is very important. Different forms of storefront also require different locations. If the requirements of a certain form of store are not very strict with the business circle, the choice of opening a shop is relatively easy. For example, convenience stores, whether business district is office area, residential area, business district or mixed area, as long as there are many places, there is the need to buy daily necessities, it is suitable for shops, site selection is also easier.

Conversely, if the store is very harsh to the requirements of the regional conditions, and the suitable business district is not easy to find, the number of storefronts will not be opened. For example, Chinese fast food restaurants are more suitable for business circles near the night market. Pure office areas are not suitable because there are no businesses in the pure office area until evening. A higher coffee shop is suitable for business district or office area, but not suitable for residential areas.

　　 Brand: signboards are better than products.

　 The brand of the brand joining enterprise is the signboard hanging on the doorway of the shop. Its popularity is very important.

Domestic cars have a huge consumer market, but few large car chains are available. Half of the women in China consume the population. Why is there not a large cosmetics chain?

The reason is very simple, because the charm of the product is too strong, when consumers purchase, the product's popularity is too high, the importance of the enterprise brand is relatively low. For example, many business owners like to buy Mercedes Benz. What we care about is the sign of Mercedes Benz.

Many women also buy cosmetics. Some people like "Chanel". Some people like "CD". When the product is too attractive, it doesn't matter whether cosmetics are bought at department stores, cosmetics stores or from distributors.

Therefore, when the charm of the product is too strong, the importance of the franchisee brand is relatively low, and the charm of the chain brand naturally can not be established. To build the charm of chain brand, the charm of products can not be too strong. For example, chain convenience stores, which sell goods similar to other chain convenience stores, and consumers in the purchase, the product has a high degree of substitution. For example, if you want to buy a bottle of milk, when the brand you want to buy has been sold out, consumers will often choose other brands instead of running to another store to buy that brand of milk.

Chain system is built by chain enterprise brand, not product brand. Only by establishing the golden signboard of chain enterprises will the franchisee be attached to this sign and dare not make independence. Because once the franchisee brand charm is established, even if the franchisee has the same goods, but the signs change, consumers no longer agree, performance will also decline.