Clothing Enterprises: The More The Franchisees Really, The Better?
Q: a clothing company with a capital injection of 50 million yuan has worked with a well-known enterprise in the south. The target consumer group is a fashion group of 18-35 years old. The target market is the national market. During the first year of operation, the screen couple was hired as the image spokesperson. Do you think the number of merchants in the second half of the year is better?
Zeng Hui: it is the pursuit of speed or the pursuit of quality, or to find a balance between the two.
Before investing, enterprises need to make an overall plan. Investment is not a separate individual behavior of enterprises. It is closely related to strategic planning, product design, advertising communication, executive guidance and so on. If we do not consider investment in the overall plan of the enterprise, we will fall into the wrong area for investment and investment.
First of all, your product must be a product that the market really needs. This is the foundation of investment. If this foundation is not firm, the momentum of investment will be greater.
Secondly, under the condition of insufficient funds and backward management, it is necessary to carry out nationwide investment and blossom everywhere. In fact, the investment behavior of each enterprise will be restricted by its own goal and resource allocation, and it will not be a reality.
The success of business investment is not everything. In fact, the success of investment is only the first step for the product to go to the market. Enterprises should also conduct effective training and guidance to distributors. The policy of dealers should not be changed at all times and must be kept relatively stable. If there is any adjustment, it is necessary to fully communicate with each other so as to achieve a win-win situation.
Many enterprises regard investment as a kind of speculation. They think that the standard of successful investment is capital withdrawal, pferring products from the warehouse of the enterprise to the warehouse of the dealer. However, most of the distributors are concerned about how to pfer products from the dealer's warehouse to the consumers, so that the goods actually stay in the channel and cause congestion. Dealers can only ask for returns or terminate cooperation under such circumstances.
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