Are Those Pits In The Fashion Alliance Coming To You?

In the process of clothing joining in business, some people are happy to have some worries. Some people make money by joining clothes to open stores, but there are also some people who are in a vacuum and think that they are all "pit". In fact, in addition to cooperation between entrepreneurs and brand partners are symbiotic, in such a symbiotic relationship, the brand side needs to join entrepreneurs to enhance their brand potential energy, and join the entrepreneur also need the brand side to provide resources and influence. Both sides are proud of each other.

In addition to this symbiotic relationship in the clothing market, there are also some shell companies that rely exclusively on money to join in, so that many entrepreneurs who join in have stepped on the "big hole", causing money to be cheated. Today we will take a look at the "pit" which needs to be noticed by our franchisees.

First, how do entrepreneurs dig their own holes?

Pit -1 no research, no shop right.

Chairman Mao once said, "without investigation, there will be no right to speak." "

This sentence is appropriate for the clothing industry.

"No research, no right to open shop."

Among the novice entrepreneurs of clothing, many people dig the biggest pits before they do any research.

　　 Pit -2 relies on Headquarters

Dependence on habit becomes the most terrible poison in human nature.

- non famous experts

　　 Blind listening is from headquarters.

Although the headquarters has a complete set of management system, business models and products need to be supported by scenes. The system may be suitable in Hongkong, but in Beijing, there may be many reasons such as passenger flow, cultural differences and so on.

If you do not know flexibility, rely on everything and blindly obey the headquarters, it can only be shoes that do not fit properly, only feet know.

　 Neglect management

Many people choose to join in business rather than do their own brand. They think joining can reduce the rate of trial and error and rely on big trees to enjoy the cool.

But it doesn't mean that you can sit back and relax, especially in internal management.

　　 Pit -3 is strong and thin.

The elderly in the clothing industry say that shops are to be raised. Are you ready to go through the maintenance period?

Franchisees are generally divided into enterprises, coal bosses and entrepreneurs.

Enterprises are generally very rich in management and operation experience, so I don't need to worry!

The boss of the coal industry is very wealthy. He may give a waiter a Iwatch without taking care of it.

Entrepreneurs are generally limited funds, carrying a "hold thigh" mentality, in order to open shop basically spend all their savings, and even everywhere to borrow money! There is a 1-2 year return period of clothing store operation. If you are careless, you will lose everything, even your underwear will not be left. Unless you have Huang Tai Ji's "magical" financing capability. 　 Let's talk about the pit that the branding party has dug for you.

Speaking of perfect people, let's talk about the company. At present, there are two kinds of clothing brands in China:

1. for the purpose of making money, the shell company has a market share of more than 80%. Because of its purpose, the pit has begun since you first saw its advertisement.

2. Brand Company, which specializes in clothing, may also have to dig holes in the middle and later stages because of their own development problems.

　 Early pit exaggerated propaganda, skillfully set traps

The pies must be craters behind them!

　 Publicity: just puffiness, not strong.

Shell company is good at packaging itself with low threshold, high-income publicity and titles, environment, personnel and model stores.

Through various channels, it publicized the membership fee as long as 1 to 100 thousand or even free, and said that it could be returned from 2 to March, and it could earn millions in one year.

The director of the investment promotion of a clothing brand directly reveals how these franchisees pack themselves: the office is located in the commercial office building in the prosperous area, which claims that the brand has decades of overseas experience (in fact, it has just registered abroad), and there are exquisite clothes with models of grade and grade.

Such examples can be found everywhere. Some companies that make profits by joining in order to create a false appearance of the project, or even hire a "water army" to queue up to create a hot illusion.

　 Contract: vague phrasing, hidden trap!

The brand side takes advantage of the lack of entrepreneurs' experience and contracts on the contract; for example, the penalty for breach of contract usually only reflects the penalty for the franchisee, while the liability for breach of contract is not mentioned.

Metaphase pit

Seemingly brand alliance, in fact, through the supply chain profit!

Some franchised brands, playing the gimmick of free joining, are actually making profits through selling equipment and raw materials.

Management and operation? How many jin?

As long as the money is available, no one will manage your management and operation again.

Later pit

No core, no difference, no barriers

Product is single, no iteration! Slow iteration is also excrement.

The core and foundation of clothing industry is clothing products.

The clothing brand's product is single, the threshold is low and easy to be imitated, then there is no core to speak of, and the sniteration speed of snails is also drunk.

Take Chesi uncle cheese cake in the catering industry as an example. When it first came into the market, it was very hot. The door was queued every day, but it lasted for only half a year (in fact, 2-3 months in some places), and sales began to plummet.

The reason is that the product line is too single, and the mode is simple and difficult to form barriers.

It is suggested that entrepreneurs understand the brand product iteration plan before signing the contract.

Lack of tracking support

Before joining the team - all kinds of services, what kind of package! Site selection, technical support, operation guidance and so on.

After joining it - pick up from the garbage dump, after training technology, you can come where!

Whole process guidance? Don't be funny. Or deal with it!

At present, joining is a dead cycle.

The brand with low affiliate fees will attract entrepreneurs to join, but there is basically no management and operation. The brand with high franchise fees, heavy management and heavy operation, but because of its high cost, let entrepreneurs stop, and also give the "small brand" an opportunity.

On the road, whether you are a costume or an old cannon, hope and act and cherish ~ ~