Store Operation: A Successful Way For Franchised Stores

"Sun Bin's art of war, month war" once said: "heaven and earth, geography, people and harmony, the three must not be, though it will win."

Here is the importance of heaven, time, place, and people. No matter what we do, if we can manage these three factors, then the success of things will be greater.

Similarly, the operation of franchised stores can also be analyzed in accordance with these three factors.

Monopoly stores occupy an important position in the sales channels of enterprises. Due to many factors, the sales performance of various stores is uneven.

But surprisingly, in the sales performance evaluation of more than 2000 stores in the country, the top of the store is not an economically developed eastern coastal city, but in a relatively backward western capital city.

In view of this situation, the author conducts in-depth investigation and Research on the shop and summarizes the following points:

First of all, it is due to the brand image of the company.

The company's products belong to the same product line brand, positioned in the middle and high grade, the target consumer group is a well paid white-collar and business people.

The company has entered the market for many years. Due to regional differences, its sales performance is general, but the company is doing better in maintaining brand image:

1, advertising is in place.

The company pays more attention to advertising.

The headquarters has invested heavily in brand publicity, and the national media has been widely distributed and widely covered.

The branch's advertising in the region is also very selective. Instead of choosing TV or newspaper media, it chooses the road signs, bus advertisements and magazines that are closer to consumers.

In this way, we have realized the difference between the propaganda methods of the head office and the company, maximizing the audience and saving the cost of advertising.

2, the product mix is reasonable.

Products are always the driving force to stimulate consumers to buy, whether the product styles satisfy consumer preferences, whether the product structure meets the needs of consumers is a direct factor affecting sales.

In recent years, the head office has increased its R & D efforts, improving its design and appearance.

The branch also selects suitable products for local consumption.

Of course, this choice is conditional, not everyone can participate in the selection, in general, are front-line sales staff, they have the most contact with consumers, the best understanding of consumer preferences, the choice of products are mostly welcomed by consumers.

3, uniform price maintenance.

Price is a double-edged sword. Good use can improve sales. Bad use will also affect sales, hurt brands, and reduce prices as the main means of stimulating sales. I think this is "drinking poison to quench thirst".

In the past, the author worked in a regional market. Because of the fierce competition in the market, in order to improve sales, the market leader and his opponent had a big price war. The price of a first-line brand and two or three line brand competition undoubtedly had no advantages.

Although the beginning of a little effect, but the latter tends to be dull, so the price drop again and again, but the effect is always not obvious, it is like "lazy donkey grinding", you take a whip, it takes a few steps, you do not smoke it will not move, not only sales difficult to upgrade, but also to the new listing of a great deal of pressure, eventually leading to the brand in the hearts of consumers into a low-end brand.

However, there are always two sides of things, the same is the price reduction, it can also promote the healthy growth of sales.

The person in charge of the market attaches importance to the maintenance of the price in the region and implements the unified regional unified price principle.

Price reduction follows the principle of "planning, grads, sections and gradual reductions".

Usually there are relatively few price cuts, but once a promotion or price reduction is held, consumers will be warmly responded.

They thought they had taken advantage of it, and the brand image had not been discounted.

4. Good after-sales service.

With the increasingly serious homogenization of products and prices, the role of after sales service has become increasingly prominent. Good after-sales service is an important means for globrand.com to ensure customers' "return rate".

The company attaches great importance to the construction of after-sale services, and tries to solve the objections and problems of customers. On the other hand, it also pays great attention to customer relationship management, establishes detailed customer files, and establishes a customer club organization to give preferential treatment to old customers.

Under the premise of adhering to the above principles, after many years of silent brewing, the brand's popularity and reputation have been greatly improved, and the high-end image has been set up in the local consumers' mind.

Secondly, the location is attributed to the location of shops.

Li Jiacheng, the richest Chinese man, said a famous saying when he talked about real estate: "lots, lots or lots".

Similarly, the quality of a lot of shops plays a vital role in the sales performance.

The author thinks that the location of the lot should be positioned before choosing the lot. Only the location that fits the product positioning of the enterprise is appropriate.

The good sales performance of the store is largely due to its good location.

1, located in the most bustling streets of the downtown area, the flow of people is very large, with tens of thousands of workers, mostly white collar workers and young people.

2, along the street? Script src=>