Chain Marketing: Connect Up, But Also Lock Up.

As risk

chain

The management of many enterprises pay more attention to the expansion speed of the shop than others.

Lock customers

When the boss of a beauty chain company introduced us to the company, he said that once a customer found a shop manager, he hoped to get a discount. The customer had been buying the company's products and services for ten years. The boss's starting point was to tell us how loyal the customers were, but I think the enterprise should reflect that no one knew the situation from the company executives to the store manager.

Although they have files for every customer, they also issue membership cards every year, but obviously the membership system is nominal.

Customers who have such a high viscosity do not know that until the customer comes to ask for a discount, then the entrepreneur talks about customer relationship maintenance. Basically, I am a show.

Here is to really attach importance to customer relationship maintenance, especially for the old customers and big customers who bring 20% of the main profits to the company.

Lock core merchandise

Once visited a commodity chain enterprise, the scale has already done dozens of Direct stores, shop image management feel pretty good, and it is said that single shop profitability is generally good.

But ask the management, the company as a whole, what is the best number of single products, what is the most advanced single commodity, gross profit margin, how high the gross profit margin is, what percentage of the company's total sales is, and what are the most slowly moving single products, from the chairman to the general manager to the deputy general manager who is responsible for marketing.

Maybe they were busy with expansion. Maybe their team is adjusting their jobs due to expansion. Maybe there are other reasons, but I think some key data management layers should be kept in mind.

Although the company has established a unified database, if these important data are allowed to become icy figures, there will be problems sooner or later.

Imagine the data that management does not know. Can you expect the purchasing department to know better?

Can you expect the sales department to take the initiative to adjust store category?

Therefore, chain enterprises should not only pay attention to expansion, but also pay attention to internal control. We should clearly distinguish between profitable products and poor products. We should carry out very detailed category management and inventory management and firmly lock the most profitable products and services.

Lock-in talent

We should not only lock in existing talents, but also lock potential target talents.

The rapid expansion of chain enterprises must have sufficient qualified personnel protection. The talents required include business administration, financial management, information technology, marketing, customer relationship, and so on. Not only do we need first-class shop managers, but also high-quality first-class business people. If we have a guarantee, we can expand our company with confidence and boldness. This is not only a problem that can be solved by funds.

I have met several chain enterprises, the company executives at the same view that after a certain degree of development, there will be bottlenecks, and the bottleneck is the people, which is really on the point, but it seems that we can not find any good solution at any time to solve this problem.

Foshan has seen a beauty and fitness enterprise named Yi Lisa hundred. Many initiatives in the management of the company have benefited greatly from my research. Here, I talk about their talent strategy.

In order to get the talents needed to develop, the company has a beauty training school. Every student who enrolls several classes will recruit three to four batches a year, so that there will be three or four hundred trainees every year. All the students must go to the company's shop floor for field practice before graduation, and become a beautician.

Through training and internship, the company has found excellent graduates to add to the various stores of the company, which not only solves the problem of employment, but also ensures the continuous flow of fresh blood into the company.

The training of these new employees is deeply branded on Elizabeth's skills and philosophy, and can quickly integrate into the company.

For the old employees of the company, the first is the income guarantee. According to the employees themselves, their remuneration is attractive locally.

In addition, give outstanding staff a continuous upward career growth space, excellent beautician upgraded to beauty consultant, excellent beauty consultant upgraded to Assistant Store Manager, shop assistant when opening shop in the field is naturally the candidate of shop manager.

In addition, in order to enhance the overall management level of the company's management, the boss also spent money to lead all the executives to the HSBC business school.

And so on, locking the new people, locking the old people, and ensuring the strong demand for talents in the company's sustainable development, which is worth learning.

Lock in business philosophy

An excellent chain enterprise must have a very clear business philosophy in guiding the operation of the enterprise, and at the core of this concept, establish an excellent corporate culture.

Personally, I think that the unity and persistence of excellent business philosophy is more important than the standardization of process, informationization of management, specialization of service and so on. He is the soul of business management, bringing long-term cohesion to enterprises, and further making the company get a good return on business.

In our current business environment, when the bosses are visiting senior managers, the main indicators are performance and profitability.

Although we often put words such as integrity and social responsibility on the oral side, it is still a mere saying, and it is not easy to really put it into practice.

Take my mother and baby products sales chain company in Hefei for example, the company's idea is to provide safe and reliable products and services for infants and young children.

There are health-care products in the category of the products of the company. The profit rate of these products is generally high, and these things have not been able to be accurately judged by the general consumers.

Among them, a baby health product is very good to sell, so a health care product company came to find the boss of the company and promised to give the company more discount space to sell their health care products.

When the boss opened the sample, he asked the people of the health care company to go back and say that the business could not be done because the samples they sent were randomly opened, and the precipitates inside them were very obvious.

The boss is a lady, she said to me, "I am also a consumer. I am also a child's mother. My child, can I give him such poor quality things?"

I can't accept the money that I earn so unconscionable.

She said that although she could not prevent others from doing so, there would never be any product that might hurt her baby's health in her shop. This is also the bottom line for their company.

Because of this commitment, the store has formed a good reputation in the local area because of the quality of its products, which has provided a good social environment for the development of the company.