Yang Minrong Talked About The Vital Importance Of Clothing Chain Joining

Here world clothing shoes The Xiaobian of the hat net introduced Yang Minrong's talk about the franchise market, and the survival rate is more important than the market share.

Interview with Yang Minrong, marketing director of Guangzhou Peggy Trading Co. Ltd.

In the highly competitive franchising market, the rapid expansion of market share is currently the strategy of most enterprises. The higher the market share, the better the business life. Is it true? Yang Minrong, marketing director of Guangzhou Peggy Trading Co., Ltd. admits that although the market share is very critical, the survival rate is more important in the process of opening the store, and the survival rate is more important. If the latter services can not keep up, the more open, the faster the death, the worse the word-of-mouth.

From nineteenth Century, the French high-end jewelry brand PEKI (Pei Qi), the domestic market positioning high-end jewelry for women, mainly accessories, jewelry, sunglasses, gloves, Hat And seasonal products such as scarves are subsidiary. In 2001, the Hongkong Bao Cheng line began to expand the domestic market, and set up the first direct store in Guangzhou friendship mall as an example. The example was summarized, and the experience of the opening process was summarized, and then copied to the franchisee. Director Yang said. At present, PEKI has more than 300 franchised stores and more than 20 direct outlets, which are distributed in high-end shopping malls in more than 50 cities and regions such as Beijing, Shanghai and Shenzhen.

　　 Products should be in place and supply chain should be smooth.

In the process of joining, the policy is landing, and the product is in place. The foundation of the brand is product, and must be in place. Yang said that in PEKI, first of all, he gave the biggest support to the franchise partners on the product. He had PEKI of his own factory. Each product had 14 pipeline quality checks, and there were two new products every month. Every month there was an order meeting, each guaranteed 60-80 new models to ensure that the turnover rate of goods on the market was faster, and consumers could see the new products faster. In the one-stop shopping planning, a wide range of products, rich in style is a major feature, and for the main business of headwear and jewelry PEKI, in the production of seasonal goods, take a detour. Director Yang said frankly. Once tried hat hats are also their own factory production, but found not good at, wasted a lot of time to improve, and finally handed over to professional factories to produce, but in the decoration part of the hat, still do it yourself, in order to ensure the uniqueness of the hat products. While building factories, some products are outsourced, and professional people do professional things. They can not only guarantee product quality, but also ensure fast market reaction and smooth supply chain system.

　 Promoting consultant sales and implementing professional training

For franchisees, product protection is fundamental and considerable sales are the foundation for survival and development. Director Yang said. Everything is for sale, and turnover is a product of all kinds of factors. Products, services, exhibitions... Wait. PEKI advocates the marketing concept of one-stop fast fashion shopping mode and implements the consultant sales method. The difference between consultant sales and simple shopping guide is that sellers need to fully observe their customers' temperament and feel that they fully communicate with customers to understand the needs of customers, and propose matching schemes for customers to match their garments with the same day, or a scene matching scheme for customer needs. The sales methods of these majors will be put into place through regular and irregular training. Director Yang introduced. Yang director, who is responsible for sales team building, learning from universities. Clothing design Professional, elective marketing, in the market for many years, in 2006 has served the jewelry industry, and then engaged in clothing, furniture and other related companies, in its advocacy sales mode, customers can usually get satisfactory service.