Ding Lin, President Of Liqun Department Store: To Be Self-Employed, We Must Have A Sense Of Smell, Iron Fist And Perseverance.

For a long time, P has pformed into a property holder.

But the return to retail itself, from the original two landlords to the real commodity holders, may be an important part of the current change, but the risk is corresponding to the income.

To test water brands, we should keep a clear head in category selection and brand selection, and have corresponding personnel structure and operation mode support.

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< p > first, we need to have a keen perception and grasp of < a href= "http:// www.91se91.com/news/index_c.asp" > brand < /a > and the market.

In the early stage of brand introduction, it is the purchase staff's cognition of the market and the overall control and analysis of brand development ability.

We need to see where the selling point of the brand is, how the vitality is, and the selection of the brand.

In the process of brand operation, we need to judge the future trend of the brand and make timely trade-offs.

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< p > secondly, we need to establish a professional a href= "http:// www.91se91.com/news/index_c.asp" > operation team < /a > to operate the market.

The operation of proprietary brand should set up a special operation team and need to cultivate and build up its own buyer team.

The choice of brand is the initial link, and the operation of brand is the key to truly test the operation ability.

Buyers' understanding and grasp of the brand market positioning and the perception of the trend trend directly determine the choice of goods, and then determine the quality of goods and subsequent sales results.

Mature buyers need time and experience, and they will inevitably pay a price.

Therefore, in the early stage of team operation, it is necessary to decentralization and boldness, and to control, control and avoid risks through process.

The balance between them plays a vital role in whether or not brand self-regulation can be on the right track.

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< p > moreover, the operation brand needs the operation method of < a href= "http:// www.91se91.com/news/index_c.asp" > branding < /a >.

In order to adapt to it, there are many links, such as reasonable purchase control, sales channel development, terminal store construction, shopping guide team training, brand value mining, brand selling point introduction, marketing strategy follow-up, after service deep tillage and loyal customer training.

These links in the chain are interlinked, and every link works well to ensure the high efficiency and high quality of the whole chain.

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< p > Third, we need reasonable policy guidance to support self brand development.

Compared with joint operation and leasing, the operation of self operated brand will bring more effort and greater operational risk, which will inevitably lead to difficulties and resistance.

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< p > the beginning of self-organized category in Liqun department store started from trousers. At the beginning of its implementation, the objection from the store was very loud.

Admittedly, there are problems with brand operation itself.

But on the one hand, it is human nature.

It's like a road and a thorny road in front of you to make a choice. More people will choose the easy way to go.

There is no need to worry about stock and lease, no interest on capital and no specific operation.

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< p > brand self operation requires a lot of details in every operation link to be carried out, and it needs to bear the risk of price loss caused by backlog.

Moreover, it is not taboo to say that on the other hand, leasing and joint operation are suppliers' operation, and self operated brands are operating on their own. In terms of market managers, they may mean damage to their own interests to some extent.

Therefore, in the initial stage of implementation, we must face the pressure from all sides. This also requires a firm confidence and an iron fist policy on brand self-reliance. We need the group's will to boost the development of our own brand.

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< p > finally, we need to control the volume of self-employed brands and promote them at a timely and appropriate level so as to avoid blind expansion.

In this period, we must have a clear mind and realize the existence of corresponding risks. We should not blindly enter or expand the whole category.

We should maintain a prudent attitude and combine market development and industry trends to identify suitable categories and brands and expand moderately.

The key problem that can not be avoided in the process of brand self operation is the control of reasonable inventory. In order to ensure reasonable inventory, we should pay more attention to stock in the purchase link, sales link and clearing season.

Avoid the risk of front end profits being offset by the loss of inventory reduction.

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< p > the road of brand self-reliance is doomed not to be a broad road, but returning to the essence of retailing may be the choice we must face in the face of competition.

In the process of exploring this model, the test will be the wisdom and perseverance of the retail people.

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