How To Manage Three Elements Of Brand Children'S Wear Discount Shop

So how should investors keep their balance on the knife edge and earn money? Today, we invite Ms. Liu, the general manager of the brand of the children's wear brand of buffet bean, to talk to us about how to make more chances for investors to face many risks of joining.

"In fact, as long as we grasp the key points, it is not as difficult as everyone has said. Let's start with three important aspects.

For enterprises and franchisees, these three aspects are very important.

"Mrs Liu opened the box.

Positioning: clear consumption routes

Franchisees should first understand that franchising is not a guarantee of profits.

The basic concept of franchising is the imparting of brand and business experience. Franchisees do not know business skills, so they have to join.

That is to let outsiders, through short-term education and training, be able to play.

And when investors choose to join the brand, as the core of the whole industry chain, the market positioning is particularly important. Whatever the franchise brand, the market positioning is accurate or not is an important factor in its future development.

"Take the babi beans."

For example, our product structure and price strategy determine that we need to take the middle end market. In our product system, T-Shirts, suits, dresses, coats, jeans and other products of various kinds and styles can be used to satisfy the demand of consumption. On the other hand, our products have great advantages in brand, quality and style. Therefore, this determines the market positioning of our products is the positioning of the middle end and the popularization of the product.

As a way of management for public investors, franchising must take the mass consumer as the core. Only in this way can enterprises have unlimited market expansion space.

"Liu said.

Location: delineation

Location plays an important role in franchising industry. The correctness of store location determines the success of franchising.

Therefore, not only enterprises should attach importance to the location selection of franchisees, but also franchisees should master how to choose their store locations.

The most important thing is to identify the target customers and delineate the consumers.

Every link of site selection is based on this center.

"According to the reporter, there are strict auditing items for the site selection of babi bean children. When every franchisee chooses, the headquarters market team will go to the local area to assist the agents to locate the site. This work often takes a lot of time and manpower.

"For storefront rent, we suggest investors, we can not simply consider the rent, because generally speaking, the rent is directly proportional to the income obtained from the address, we can not only consider the cost or income, but the difference between the two, that is, pure profit.

That is to say, choose the best combination of rent and income, so this is the address we need.

Our aim is to make every franchisee profitable and achieve a win-win situation. From our success rate of 99%, our site selection is very successful.

"Win win and mutual benefit" is our adhered to the concept of babe bean children's clothing, and all work is carried out around this concept.

"Liu said.

Scale: the number of shops is enough.

For franchising companies, it is natural to think that the more shops, the better.

However, the increase in the number of storefronts is also a double-edged sword. If it is not well handled, it will hurt its own danger.

For enterprises, blindly pursue the number of shops, and do not pay attention to their own management and brand building, once the management and service can not keep up with the situation, then the whole franchise system will be seriously affected, resulting in a business crisis.

In May of this year, Miss Zhu of Chengdu called the market department of the children's clothing market of buffet, and consulted to join in a children's clothing store in Chunxi Road commercial street.

After several communication and understanding, Miss Zhu was told: "the number of storefronts in Chengdu Chunxi Road commercial street has reached the upper limit, and it can no longer be added to the storefront. It is suggested that she choose other locations.

"Miss Fang, who knows the result, is very puzzled." the reason why she wants to open a shop in this commercial street is because she sees that the business of these buffet girls' children's clothing stores in this street is very good. I want to set up shop in this place.

"Miss Wu told reporters.

In response to this matter, we also asked Liu.

"There was a lot of debate within us at that time, after all,

In such a drastic situation, customers are hard won, and many people do not understand our approach. They think it is a pity to lose customers like this.

However, we have our own standards, such as the size of the store, the distance between them, and the second shops.

Like the commercial street just mentioned, our market personnel have made a scientific assessment of the characteristics of the market and planned the number of shops opened. Now, the number of shops in this area has reached saturation state. If we increase the storefront again, it will lead to the decline of all store profits and the vicious competition inside, which we do not want to see.

We should be responsible for the brand of babe bean children's clothing, and also be responsible to investors. We must ensure the successful operation and profit of the store, instead of anyone wanting to join us.

The same is true for other franchisee enterprises. They should pay attention to the strategy of quantity growth and quality parallelism, and not blindly pursue the blind expansion of terminal stores.

"