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Outdoor Brand Promotion Channel Flat Operation Makes Operation Brisk And Flexible

2013/3/25 14:03:00 10

flat channel must rely on the flat operation of Brand Company operation system as support.

After the whole system is flattened, the circulation period of commodities is greatly shortened, and the distance between consumers and brands is more intimate. The terminal consumption experience and merchandise selling point of brand building will be more favored by consumers, and the brand will perceive the market from image, service, commodity and other aspects, so as to attract a batch of loyal consumers slowly and slowly.

Then how can the brand promote the flattening of the channel? How will the flat operation of the operation system drive the flexible operation of the channel?

channel flat to make operation light and flexible, /p >

flat management refers to the flat organization model, which improves efficiency through improving communication efficiency.

The core of "channel flattening" is to strive to shorten the channel level, make the price strategy in the middle of 4P strategy easier to identify, and at the same time, strengthen the reasonable analysis of consumer demand, and reduce the information distortion caused by too many intermediate links.

The outdoor area of 2013 also follows the increasingly fierce competition in the market, and the process of channel flattening is accelerating.

Furthermore, the franchise mode of brand is rising day by day.

it is reported that in 2011, the main business revenue of the Explorer (franchised store) was about 5 times that of the direct battalion.

According to the three quarterly report in 2012, as of September 30, 2012, the total number of shop chains of the Explorer chain stores has reached 1352, of which 1131 are up to 84%, and 221 are direct stores, accounting for 16%.

There is no doubt that the gradual abolition of the development of gold medals from the Pathfinder, and the absolute dominance of franchisees and the corresponding "strict rules and regulations" for franchisees are all in maintaining the market discourse power of the brand side, and also the inevitable path for the long-term development of the brand.

Now, the brand needs not only to reduce "negative", but also to respond flexibly to the rapidly changing market environment. Therefore, the flattening of channels has become an inevitable choice for outdoor brands.

when we compare the two channels of joining and direct operation, we will find that the direct battalion may be more direct to control. However, the direct mode can not meet the needs of large-scale development, and with the help of joining, enterprises can save a lot of resources and greatly increase the pace of laying the channel.

And compared with the distribution method such as distribution agents, franchises are suitable for the realization of futures circulation, and can reduce burdens on the brand side. At the same time, through the restriction of fixed clauses and the quantity of single franchisees, the brand side can still master the market power.

to cope with the market in the future, taking the brisk and flexible control as the dominant factor will bring great competitive advantages to the brand. Before the industry has mentioned, the provincial generation mode has developed to a certain stage, that is, it can slowly weaken into distribution, and then join in the development, and realize the replacement of goods by futures, in order to strengthen the response to the market and alleviate the financial pressure of enterprises.

outdoor brand leveraging single store to promote flat channel

when it comes to promoting the original intention of flat channel, Ma Defeng, general manager of Lei speed (exclusive store), thinks that for ray speed, it is an inevitable choice to stand in the long term to cultivate brand.

Previously, through the traditional mode of operation, Lei speed built 237 effective terminals in one year, but the disadvantages caused by the inherent mode also gradually highlighted.

In the year of 2013, Lei speed gradually promoted the combination of direct headquarters and franchising based on maintaining the original provincial generation area. "Flat management and flat channel" will be a long-term strategic decision for the thunder speed system.

"Ma Defeng said.

according to Mr. Ma's introduction, Lei speed hopes to flatten through the channel, quickly collect consumer information, strive to shorten the commodity circulation cycle, and then make a quick adjustment to the commodity policy, so as to provide more favored products for the franchisee.

By flattening the channel, we can shorten the distance between consumers and brands quickly, so that brand strategy can be directly carried out, and fast feedback and effective adjustment are carried out synchronously to create a different consumption experience.

In addition, on the basis of consolidating the original system, the latter focus on choosing the franchisee's single store franchise mode to enable consumers to accept the high cost performance of the products while satisfying the consumers' consumption experience.

"P", Mu Lin Sen outdoor, in the process of market development, also rely heavily on single store franchise mode.

Mr. Zhang Zhenhua, the chief executive of the brand, has made such an interpretation in his interview with this magazine: each mode of operation has different characteristics and existing value. When an enterprise sells products on the market, it will involve a large amount of capital investment. The agency system is one of the fastest ways to enter the market.

But when the product has a certain recognition in the market, it is necessary to rely on brand value to fill the psychological value of consumers. This relationship between buying and selling should be upgraded to the brand level. Producers should not only consider the benefits of product sales, but also consider the value of the brand in the market, so that they can maintain strong competitiveness.

Franchising is produced in the objective environment of the market, and is more suitable for some brands that have already formed certain influences in the market.

Zhang Zhenhua thinks that single store franchising is a business mode extended by franchising. When a brand product wants to make a deep penetration in the market, the single store franchise mode can not only preserve the brand effect and image through effective management, but also expand the market in an orderly and effective way in a specific area so as to enhance the occupancy rate.

And most importantly, the single store franchise mode can reduce operating costs to the minimum and orderly increase the number of single stores to most stores.

the challenge to channel flatten is less than /strong > /p >

"P >" Mu Lin Sen Zhang "believes that the business model of a single store will have great challenges. Under the new operating conditions, a brand" retail chain "must be re integrated to suit the new management system.

The most important thing is that the support to the franchisee is comprehensive and professional, and the brand is more involved than the agent system. Therefore, there must be a comprehensive operation standard and everything is under standardization.

in the operation system of Lei speed outdoor, such standardization is more reflected in a series of data evaluation and management. The brand establishes the online operation system of the whole terminal channel and the various operation departments of the company, analyzes the data of each store regularly, and passes the results of scientific comparison, and reaches all departments to make timely adjustments.

In order to meet the single store franchise mode officially launched in 2013, P has been well prepared for half a year in advance, especially a professional team.

Similarly, ray speed outdoor, before opening the single store franchise mode, the company's various departments have been re organized, directly facing the retail terminal, each department is responsible for different terminal issues.

With this adjustment, Lei speed outdoors will flatten Brand Company's operation system to support the flat operation of the channel.

This adjustment allows the traditional information pfer and execution from the brand side to the agent to the distribution terminal, and pforms the brand side to the point shop operation of the terminal store directly.

And at the terminal store, Lei speed is centered on the store manager and trained as a manager of the store. It is not only responsible for the sales performance, but also can scientifically diagnose and manage the terminal shops.

synchronization with channel flat to achieve terminal layout /p >

"P", with the opportunity to flatten the channel, Lei Fei should create an outdoor brand of "cheap luxury", and the choice of terminal format is also an important factor restricting brand pricing.

Shopping malls and department stores are bound to go all the way because of the high deduction point, and the location of the shops can not be separated from the channel where the consumer groups should converge.

At the same time, for the effective distribution of the core business circle, the rental stores of the core business circle can only enter the profit standard by pre estimating.

The purpose of P is to take some principled measures in the layout of channels in every market area.

First, stagger the competing brands at the same level: they are not large scale in the areas with intense competition, but take these areas as the window, around the surrounding city stores; secondly, point to surface radiation: focus on a shop, and expand around the center; third, the expansion of the franchisee: the size and number of stores do not require a single step, first let a few franchisees stand firm, and then encourage franchisees to expand.

In addition, Mu Lin Sen's outdoor implementation focuses on multi store logistics mode, which is favorable for brand support while providing flexibility for regional operation.