The Death Of Agents! Reveal The Five Major Death Methods Of Traditional Brand Franchisees

In the Baidu encyclopedia, the definition and description of franchising are very detailed. "Franchise, Franchising (chain) is probably the most popular word in today's business world.

Franchising companies also spread across all sectors of the industry.

Franchising is a contractual relationship between the franchisee and the franchisee.

According to the contract, the franchiser provides a special franchise for the franchisee to the franchisee and gives guidance and assistance to personnel training, organizational structure, operation and management, commodity procurement, etc., and the franchisee pays the corresponding fee to the franchisee.

Popularly speaking, franchising is the development and sale of franchisee.

And a business mode of service. "

Franchising has the following 8 characteristics:

1, there is a franchise owner, that is, the Allied leader.

2, the franchisee has concession, the concession can be products, services, business technology, trade names, signs, and other special forces that can bring business benefits.

3, the alliance and the franchisee take the contract as the main link.

4, franchisees have ownership of their shops, and shop operators are the owners of the shops.

5, the headquarters of franchise owners must be operated in accordance with a series of regulations of the headquarters of the allies.

6, headquarters has an obligation to teach franchisees to complete their own business information, knowledge, technology and so on a complete set of business systems, at the same time grant franchisees to use the name of the store, trade names, trademarks, service marks and other certain areas of monopoly use rights, and in the contract period, continue to carry out business guidance.

7, the franchisee should pay a certain fee to the owner, usually including one-time franchise fee, sales or gross profit commission.

8, the leader is vertical, and there is no horizontal relationship among the franchisees.

Through our actual operation and comparison, we will find that domestic franchising is not consistent with the above definition and characteristics.

This is also Zhou Jianping, the founder of Hai Lan's home.

The franchising mode is not understandable, because many franchising stores do not do well in addition to the signboards.

The main reasons behind such a situation are: first, the customer's merchandise is to buy out the right of management and management, so the brand's so-called retail price is empty talk, because customers have to bear 100% risks, so you can't ask them to sell according to what price. Otherwise, they violate relevant laws and regulations, such as the relevant provisions of the "vertical limit" clause; two, the brand's own standardization is not enough, often adjust the image of the terminal store, resulting in several kinds of store image market coexist, and the VI recognition system is in disorder. Three, the terminal on-site service personnel are recruited and trained by the franchisees themselves, and the brands only provide limited services.

The above situation is not individual brand, but occurs in many brands. This shows that the definition of franchise chain in China is actually an awkward stage of "not even locking".

According to the world clothing shoes and hat net, from the angle of Party A, chain enterprises get eight major business rules: market prospect, profit mode, operation team, chain mode, performance index, market positioning, expansion ability and control ability.

These eight points, from the perspective of Party B (partners), is the reason why he chose to join in the cooperation, and the reason for future survival and development. But why do many agents and franchisees face so many difficulties? In the last article, Mr. LAN analyzed the reasons for brand agents from prosperity, popularity, stumbling to decline and marginalization from six perspectives: logistics technology and efficiency, regional market development, capital flow and efficiency, economic cycle and industry cycle adjustment, parity + group goods +

Brand impact, lost brand dealers and agents.

Today, we hope to analyze the success or failure of franchisees from another angle.

First, the reality of franchisees.

The growth path of many franchisees is similar to the growth path of agents. The greater the "world" they see, the more ambitious they are.

When you go out of your city, the city is your own world. When you walk out of your city, you can see that the outside world is wonderful.

But because of the information gap, the strength of funds, the team building and the external connections, there is a big gap between agents and their agents. Therefore, though "there is a thief's heart", it is still "not a thief".

In addition, each brand agent in the course of career development has also acted as the "leading brother" role, because most of the franchisees who followed him developed from scratch, many of them had no cars, no houses, no way out, and began to start from the dribs and drabs.

Initial exchange, credit support, medium-term management assistance, later buying houses, dealers, agents have had a lot of power, a lot of money.

During the period of -2015 2012, the balance of cooperation between the two sides gradually broke down. There are also many reasons for this.

First, there are problems with the on-line agents themselves, such as problems in the capital chain, such as deteriorating relations with upstream brands, such as the pfer and adjustment of the focus of individual businesses, which has seriously affected the foundation of bilateral cooperation.

Second, there is a deviation between the two sides' business philosophy. Just as the balance of wealth between a good friend is broken, the hearts of both sides will be somewhat grim and sensitive. Like a father and son, the phenomenon of mother to child can happen from time to time. It is because he started to have his own ideas and practices, and these ideas and practices are inconsistent with your values. Naturally, there is a gap between them.

Third, a small franchisee has a dream in his heart, that is to say, which dynasty can be the same as the line that he worships, and can do a great undertaking. Just like the boss of the underworld, the worry is not the Revenge of the foreign enemies, but the one who wants to be the boss every day.

From the heart of life, once the relationship between the two sides develops into bedtime dreams, it is not far away from each other's breakup. The only thing left is time.

Practical case 1

When the brand was in office, she once knew a A customer from a prefecture level city. Her husband ran KTV and restaurant, and his wife ran a brand store. When she could not see the brand development cooperation space and had no communication with each other, she lost her mind.

As a result, the brand continued operation in a rage when it happened that the landlord asked for a price increase.

Behind this, in fact, is the accumulation of daily business emotions, because no one feels grateful for each other. They feel that others are making money on their own and are taking advantage of themselves.

This is human nature. We all ask from the other side and seldom look at ourselves.

No matter what the development of the following businesses is, but the impact and losses on brand dealers and agents are quite large.

A potential market is difficult to recover in two or three years because of the loss of a large customer.

For example, there are numerous cases of franchisee pformation in jewelry, catering and stock speculation.

Behind this is not only the pursuit of their own business, but also the differences between the business philosophy of agents and brands. If both sides are unwilling to seek effective communication solutions, it will become a fact that they have split up.

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Two, the pformation of franchisees

With the strengthening of their financial strength and the increasing perspective they see, most of the franchisees are not satisfied with shrinking their own small towns.

If you don't have everything, you see that today's house, car, wife and children are all ready to go. Otherwise, life is not wasted. Do you want to talk about it with your online agent? It's not appropriate. Usually you will be killed by a slap. What ideas are in their eyes are bullshit. What big brother needs is a safe little brother and what he wants to do unless he wants to do something.

Can you communicate with the brand and strive to upgrade to be a big client or an agent in other regions? This can only be done without being told, otherwise it will be easily killed in the cradle.

Looking for brands to talk about agents, one is not enough, no road is capital or capability; the two is that many brands have seen the short board or limitations of the agent system, and once again let go, that is to fight, so it is meaningless.

Then strive to become a big client? Or in the old brand system, there are readily available resources to know the roots, which is easier to achieve.

But why do brands agree?

That is because of the three core reasons: first, seeing the development bottleneck of the original agents, such as funds, teams, personal wishes, etc., have already been disadvantageous to the existing customers and market development; two, it is not related to their own interests. Originally, 60 percent off agents of agents and 50 percent off distributors to franchisees, and two distribution adjustments at the moment, such as upgrading the key customers to the franchisees, providing 55% off direct supply, and returning 5 points to the original agents as the market expansion fee (which is also comforting).

On the surface, the feeling is triple win. If the agent does not work, he can continue to earn 5 points. The franchisee has also increased the profit of 5 points after upgrading. As for the branding business, it has also won the opportunity to expand the market space and improve the performance.

But is this really the case?

Practical case 2

B customers are a brand of Tangshan customers. When the brand business just adjusts their area, (withdraws the agency power and develops a branch company), because the number of stores they own is relatively large, and the purchase amount is the first in the branch company, considering their own interests, they apply for the big customer policy with headquarters.

Although there are many considerations and reluctance, the internal family is easy to balance, and the brand is also interested in trying and promoting the big customer policy, so it smoothly pfer and authorize it to become a big customer.

According to this plot development, it should be said that it is a perfect ending.

Contrary to expectations, B customers who have been pferred to major customers have been operating for less than two years. In the end, they gave up the qualification of big clients and chose to return to their previous franchisee cooperation mode.

Now, it has no clothing brand distribution business.

What prompted B customers to return to the old road?

The essential reason is that brand dealers' wholesale thinking can not be reversed.

Because before doing business in the whole country, all the work was done through ten or twenty agents (from shop opening to decoration, from order to delivery, from management to follow up).

Now these customers are upgrading to headquarters, no matter from scale, business consciousness or work cooperation, they must go over again. If headquarters staff have any adjustment and change, they will naturally neglect these so-called upgrading clients.

Another core reason is that every big customer who comes up from the upgrade is the Phoenix among people in their area. It attracts much attention and care. No matter it is sold on credit, goods exchanged or shop opening policy, it can get extra attention from agents.

And return to headquarters, oneself is just a drop in the ocean, want what nothing, find who ignore who, as time goes by, my heart is also cool and cold, not as good as the original!

Of course, there are successful cases of brand big customers, that is, brand operators start to adjust and optimize the management process from their headquarters, and truly serve the management system of large customers.

Under such a system, big customers can thrive and develop steadily. Otherwise, wishful thinking will not last long.

Three, the radical of franchisees.

Before this wave of economic crisis, we and our small partners have gone through such a process, and every day they are stirred up by various mythologies of making wealth.

Someone bought a suite and made hundreds of thousands of money in half a year. When they bought stocks and futures, they changed their houses, changed cars, and even changed their wives.

The rest of the group of people who are struggling to keep up with the nine to five years of life and occasionally get together to drink a little wine are only Tucao's share.

Of course, the franchisees in our industry will not be too bad. They are more or less worth more than a million dollars.

They also face much more opportunities and temptations than ordinary people. With a endorsement from a brand store, many people will also first visit the project to seek cooperation.

Someone once joked that men were not derailed because they were not tempted enough. Of course, they did not intend to talk about Lin Dan and articles.

The franchisee's "derailment" at the business level, it seems that sooner or later.

Excluding the temptation of other industries, they also saw two opportunities:

First, there are opportunities for small and medium-sized brands to recruit provincial agents. The conditions are very favorable, such as credit support, management support, exchange support, shop support and advertising cost support.

Second, it is the investment opportunities of group goods brands, because they have shops, people, and money. Before they do, they feel tired or have no external information. Now, in the case of limited brand space, choosing their own business seems to be the best choice.

Successful people always belong to those fast actors. I think this is the main reason why these customers can develop so rapidly.

Yesterday, we saw the news of the two generation handover by Zhou Chengjian, the American boss. He had such a classic saying that he would rather choose a slow tortoise than a rabbit who went in the wrong direction. But how many people can understand this mystery?

A man has tears to play because he has not come to grief.

Practical case 3

C customers are the important benchmark customers of many brands in a prefecture level city of a province. They are very happy to run four brands of shoes and clothing.

Coupled with several brands, it is not a brand of absolute competition and conflicts. It has been running smoothly for several years.

But after attending some external training sessions, it was not only confident but also began to review its conservative past few years and did not take advantage of the situation.

Because many businesses didn't do business as well as they did for several years.

Coincidentally, just a few years ago, just a Guangzhou men's wear brand to develop, the need to recruit a blank market agents, Yu Shitian when the local people and everyone came, Jiangxi, Hunan, Hubei, Guizhou, Henan are from the original brand investors to become agents.

We see the beginning, but did not expect the outcome, this Guangzhou brand recruitment and cooperation of these agents will eventually compensate the old, and some even quit the clothing circle forever.

Some things are just like that. It's easy for you to stand outside and wait and see. If you really want to do it, you will find that you are afraid of your hands and feet.

So, after the Yangtze River pushed the waves ahead, the radical heroes died on the beach.

Where to go, where to go, or even to take away a cloud!

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Four, the dream of franchisees

After the original accumulation, some people choose to change their runway, some choose to be a brand big customer, some choose to be a small brand agent, and others are visionary and ambitious franchisees. They choose their own line of success, that is to do their own brand retailers.

To speak the vulgar, it is to make the market group goods brand. Before that, the local fashion was started.

So there is no lack of a successful model in this field. Anyone with confidence and determination can set foot in it.

On Saturday, women's shoes and many other dealers were born in the brand of "ugly duckling into small swan" comedy, its story is also a delight.

On Saturday, Zhang Zemin set foot in the wholesale and retail business in 1991. By July 1994, the first ST&SAT shoe store opened in Shenyang, Liaoning, and it lasted only three years.

Although the first store has only a small more than 20 square meters, it is the starting point for the development of ST&SAT.

In 1991, Zhang Zemin bought a stall at the European shoe city in Guangzhou, officially started the wholesale business, and quickly established the leading position in the footwear wholesale industry.

In the second year, Zhang Zemin became the sole agent of BELLE shoe industry in Shenzhen, and promoted the distribution of "BELLE" brand shoes nationwide. BELLE has grown into the first brand of Chinese women's shoes.

In 1993, Zhang Zemin began his first commercial pformation, from dealer to manufacturer, and founded the Fushan shoe industry, the predecessor of the footwear industry on Saturday.

The OEM export mode was quite popular at that time, and the money was also very profitable. But the dealer Zhang Zemin found that this road is not really a big road. With the thinking and dream of the future, Zhang Zemin took the road of wisdom and foresight to choose another way: to have his own brand and to have his own terminal. He believed that only by directly facing the end consumers and having a sales terminal network to grasp the initiative of the market, so on Saturday, the first time in China began the chain operation of shoes industry.

According to the latest data of 2015 earnings, its operating income was 1 billion 642 million yuan, a slight decrease compared to the 1 billion 758 million yuan in 2014.

The company's main business is the production and sale of fashionable women's shoes. The company has standardized sales network and specialized brand operation team, design research and development center and manufacturing plant, and has various brand image stores in mainland China.

The main products of the company are private brand shoes.

At present, the company has "ST&SAT" (Saturday), "D:FUSE" (Diffs), and "SAFIYA" (Sophia).

"FONDBERYL" (Febe Lil), "IIXVIIX", "GAVAKLAS" and other private brands, and acting Italy brand "STONEFLY".

The company takes the brand group of "ST&SAT" and "D:FUSE" (Diffs) as the center, sticks to the fashion line, and subdivides the market according to the needs of consumers, so as to meet the needs of different consumer groups for fashionable women's shoes.

In the past few years, I believe that the brand of group goods and the way of private brand retail will continue. Although the proportion of success is not high, as a retailer, there are not many people like Zhang Zeming who want to own their own brands and terminals.

Pain and happiness is a state of entrepreneurship. It is also a must for all brand development.

After several adjustments and shuffling of the market, we have reason to believe that China's brand of shoes and clothing will eventually "tide over the sand and wash away all kinds of lead and bloom," and eventually the remaining gold will shine.

But the premise is that we have to think about and do our own brand, not just a few salesmen and one or two good wharf stores, for the sensitivity of the market, the sense of goods and the financial strength is indispensable.

Not everyone who buys a bag on the back of the wholesale market is called a private brand, nor is there a LOGO with a store. It is called a private brand. Brand (Brand) is an identification mark, a spiritual symbol and a value idea. It is the core of quality excellence.

Five, the fall of franchisees

Some time ago, WeChat added a former old customer. The first sentence of the other party asked, "Lan teacher, are you still doing training?" I replied, yes, the other side is even a little surprised.

Before I have any new topic, I'm sorry to say, "Li, I'm sorry, I haven't looked at your business for too long. I don't know what's going on." the other side is more surprised than I am, saying, "Miss LAN, I haven't made XX brand for many years, and some other big clients haven't done it yet." what do I do now? "I asked," nothing has been done, small investments and so on, making clothes too tired! "

To tell you the truth, I am really surprised that these customers are famous retailers in every region, and every brand's business people want to have the opportunity to contact them, find and wait for cooperation opportunities, and now they have quit the industry.

Starting from the guide salesmen, they have been engaged in the footwear industry directly or indirectly for nearly twenty years. Although they have the opportunity to change careers, they never give up the industry.

Although there will be setbacks, there will be confusion, there will be complaints, but think about it, still like this industry.

Perhaps the first acquaintance will laugh at it and see Lan's dress.

Yes, I will not pursue fashion, but I will study fashion changes. I will not dress up but never give up myself. I will not cut and design clothes, but I will appreciate the designer's masterpiece.

For today's industry development and customer changes, we can only say that "everyone's choice determines their future road".

I believe some customers are starting to make their own clothes, and now they see new opportunities for development. So they choose the new runway. This is normal. I believe some customers are down because they are making clothes, so they can not only try other development businesses, so there is a new turning point. This is normal. I believe that some customers are lucky enough to do many times in the coming and coming times. They are always looking for life positioning. This is also normal.

All actions can be understood, though sometimes we can not accept them.

Just like many shoe and clothing listed companies have completed the ultimate dream of the capital market, some people have chosen to sell shells and turn around, and some have chosen to cash in and leave. This is also an attitude towards life.

The Internet has a short paragraph, which is suitable for the ending of today's article.

1. if love, please love deeply, if abandoned, please thoroughly, do not be ambiguous, hurt yourself and hurt yourself.

2. the most regrettable thing in life is that it is easy to give up what should not be abandoned and stubbornly persist in persisting.

3. since love, why not say, some things lost, no need to return.

4., some loss is doomed, some fate will never have consequences.

Love a person does not necessarily have, if you have a person, you have to love her.

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5. our life has too many helplessness, we can not change, nor can we change it. Worse still, we have lost the idea of change.

More interesting reports, please pay attention to the world clothing shoes and hats net.