Brand Expansion Of Lingerie Chain Stores

Looking at many brand chain industries with Chinese traditional characteristics, it is not difficult to find out the same problem in the process of expansion, according to a survey of underwear, that is, the dilemma of "expansion in different places"! Franchise chain Before entering the target market, there is no accurate data, no scientific research and analysis, and only trade-offs between experience and sense. This is not only a case of expansion in different places, but also a new store in the same area.

On the issue of expansion, the practice of foreign brands is very worth learning. They not only do very well in market research, but also can understand the lifestyle and consumption ability of a region, and even analyze the garbage in the area to find relevant data.

Site selection is a strategic issue. site selection To sum up, it is to choose the strategic highland. First, consider which level city to choose; secondly, consider which area to choose. Location is closely related to market positioning. What kind of location determines what kind of store to choose.

The physical quality of Chinese has obvious regional characteristics. For example, the northern market has different requirements for the color, style, cup size and size of underwear bra. However, some underwear brands often use the local income standards or their standards as the basis to divide the whole country into several economic zones, and set up flagship stores in the central cities of each economic zone.

This method seems to be steady and steady, but it can hide the irretrievable risks. The first is the market positioning, that is, whether the consumer groups in these areas are your target customers; secondly, the product characteristics, whether they agree with your product characteristics; the third is whether the brand value will become a loyal supporter of your brand.

Many old brands have gone through a hundred years of wind and rain business process. But the expansion is not optimistic. They have two common characteristics: first, they have a single product; secondly, the geographical characteristics are obvious. After leaving the brand origin, it is difficult to find suitable people who identify their characteristics.

The Chinese have a mentality of conformity and suspicion. In conformity with the crowd, the more people there are, the more secure they are; doubting is believing in their own superficial judgement and not being explained by others. All industries have such an introduction period. In the introduction period, it is not only giving enterprises confidence, but also trying to build confidence for new customers. Once the introduction period is not good enough, the attendance rate can not keep up with the Chinese people's herd mentality: the fewer the people, the less he will go; the less he will go, the less he will go.

He doubts: is this straight shop? Is it the same quality as the old store? Is there any problem? Before market expansion, it is a good practice to find suitable market research companies; it is really not possible, and it takes some energy to understand the market situation that will enter, such as market capacity, group characteristics, competitors, potential participants, their own and opponents' strengths and weaknesses, market changes and competition pattern in three to five years. The chain industry is expanding in different places, and the consumption habits of the target group are the most important ones. If consumers do not approve of your product, it will be useless for you to work harder.

An enterprise that wants to be bigger and stronger must reserve talents. Talent reserves must be completed within one to two years before the opening of stores. If the new store has been opened and the store manager is still hanging, then such an enterprise is also hanging, and the result of expansion is terrible. The most important thing in the development of off-site chain enterprises is human management rather than system management. People oriented is the core of promoting the development of enterprises.

If this person is right, the enterprise will also be right; if this person is wrong, how the right system can not save the tragic outcome of human error.

It is well known that blindly seeking big ideas is not a good idea, but no matter which industry, such enterprises are not in the minority. Expansion and expansion must be made clear. Single store Relationship with the whole. Only when a single store is ready, will the overall development be sustained. If we only ask for scale, speed, market share, surface premium or volume growth without considering the existence of single stores, then, once the capital flow is abnormal, we will lose momentum and lose all our efforts.