Does The Brand "Marry" To A Franchised Store Always Survive?

Is it possible for an enterprise to "marry" a commodity or a brand to a franchised store?

This is not the case.

Along with the success of the first line brand's monopoly, many two or three line brands are also out of hand, but most of their achievements are mediocre and unsatisfactory. Finally, the end of the "East trick" is often a red hot opening, but finally it is a closed door.

Franchised stores have gradually extended from the original clothing industry to almost all sectors such as IT digital, automotive, household appliances and so on.

Brand stores are the result of the division of goods in large shopping malls after market segmentation.

In the retail format, there is a beautiful landscape.

It can be said that in 2007, brand Monopoly chain became a legend of this year's retail industry.

However, under the pressure of its own brand sales and external market competition, the growth of brand stores can be a stumbling block.

The store is a retail business mainly operated or authorized to operate a major brand commodity. Through fixed store operation, it has the main functions of centralized display, brand promotion, convenient consumption and after-sales service.

China's store model started in 1980.

Over the past 10 years, domestic brand stores have mushroomed, and brand stores have become a major market for many enterprises.

At the same time, many brands participate in the competition, resulting in the upgrading of advertising campaigns and promotional campaigns.

In order to compete for the market, the advertising and promotion efforts of various stores are becoming more and more large, resulting in the profit getting thinner and thinner.

In particular, in order to maintain some of the old customers, they often use all kinds of skills.

In order to clear up the inventory, some enterprises have used some "destructive actions", which lead to confusion in the industry market and confusion of consumers.

In addition, the stores need a lot of fees, such as decoration, rent, staff salaries and so on. Although many expenses are paid by manufacturers and there is a certain rebate policy, once the business is dismal, the quantity of returns policy is limited, and the profit of the stores that only rely on the manufacturers to eat is too thin. This is also an important reason for the closure of many regional brand stores, and it also directly derives a lot of franchised stores' "selling sheep's head and selling dog meat".

The biggest limitation of franchised store development is merchandise.

Although it is a monopoly, it has to face different needs of different consumers, and even some kinds of products are faced with four seasons' choice.

Taking clothing as an example, few brands in China can offer products that are popular throughout the year and sell well all the year round. Some brands have advantages in shirts and skirts, some of them are on down garments or sweaters, and others are famous for their suits.

So for a single brand store, products have limitations to a certain extent, only to meet the needs of consumers.

Many stores often subsidize the off-season with the profit of the peak season, so the pressure is relatively large.

Sometimes, in order to make up for the defects of commodities, many stores will introduce some other brands to supplement their sales, but this will inevitably impact the integrity of the monopoly system and make the monopoly lose its meaning.

And some small and medium-sized brands are lack of popularity, not to mention reputation, rely on natural sales, and shops are also difficult to have a breakthrough in quantity and quality.

Brand stores are still like a "Besieged City", "people inside want to come out, people outside want to go in."

Is the "sales" culture store mode really "alive" or "dead end"?

Experts in the industry believe that "Eight Immortals crossing the sea" are all very clear.

But no matter whether it is alive or dead, it is a road after all. There are opportunities in the road. The key lies in whether we can seize the opportunity and firmly grasp the opportunities and finally succeed.

Brand is a comprehensive impression of the consumer, which is the product, channel, service and other aspects of an enterprise. There are two functions of the brand: one is to spread the goods to the consumer's mind, that is, to impress the consumers; the two is to spread the goods to the consumers, that is, to channel the channels and terminals.

The real sense of brand chain stores is for those consumers who already have some knowledge of the industry brand, start to search, pick and choose, willing to accept more brand culture consciously, to highlight the quality of life by brand, and gradually become a specific consumer group in their life field.

Then, in the face of increasingly rational consumers, facing the competition of competing for goods, what is the most important thing for brand chain stores to sell?

A good brand should have excellent brand culture besides good products and image.

Culture must not be displayed only in the decoration of stores, the slogans of personnel, but also to the marketing level. The details of the brand itself can not be ignored.

Excellent brand culture can enhance the company's ability to work and cohesive force, but also can enhance the brand image imperceptibly.

80% of brand profit comes from culture, from cultural identity and cultural preference.

The core of cultural competition is innovation.

If we want to create a store brand and let consumers know and accept this brand, we must let the brand have a clear core value, so that this core value can be well distinguished from other brands and reflect the brand characteristics.

As long as the core value of the brand is highlighted, the most important point is that it should not be all inclusive.

Think that they have enough selling points, they should be reflected in the core value of the brand, often counterproductive.

Because there is no emphasis, it is hard for consumers to remember the brand, so we must abandon the secondary selling points, highlight the first and win by "one".

On the other hand, dealers should make their own brands through self rescue.

We should innovate from the most basic brand positioning, seek differentiation, take the most suitable way of development, and strive to promote the brand, so that we can have the chance of survival and development.

We need to always uphold the concept of service first.

At present, the service of a store is more like a job done by a restriction of responsibility.

The interest relationship between shop assistants, shopkeepers and companies often causes employees to forget "brand" and forget "consumers".

It is this kind of oblivion in the interest contradiction that the original brand cultural consciousness will be diluted or distorted.

Insisting on a fort is important, but if you take your own interests as the starting point, customers will gradually feel cheated.

Therefore, when the quality of the same kind of merchandise has made it difficult for consumers to distinguish clearly, or when the competition brand has not formed an atmosphere in the market, the brand store can have a share of the market if it wants to compete in such a fierce market today. In addition to guaranteeing the quality of the merchandise, such as He Tuxian's excellent brand and how to make a bad brand, it is often only one step away.

Service is always the invisible packaging of goods.

Consumers often use the poster propaganda of the exclusive store, the sales staff's commitment and the experience of friends and family to get relevant information, so as to judge the quality of service and decide whether to buy it.

Therefore, as a franchised store operator, the communication between the market should be done well before the customers purchase. The intangible service should be visible and visible through the visible store trademark, decoration, service equipment, printed matter, staff clothing, service personnel and customers in the store to create a sense of service value.

That is to say, brand chain stores can make consumers feel more intuitively through the above form that the store is excellent, the quality of goods is excellent, and the service is high quality, which is much better than the forced notification of salesmen and advertising slogans.

In addition to the services and products that are in service, there is another important factor determining the quality of service, that is, the concept of service, that is, the starting point of service.

At the right starting point, the service will eventually be recognized and sustained.

Commodity is the carrier, culture is the soul, and service is the channel.

Service is a link between consumers and brands. Service is the bridge between consumers and franchised stores. Service is the lubricant that optimizes the relationship between consumers and operators.

Service is also the key to the success of today's booming franchised chains in the market competition.

The characteristics of stores are not suitable for all stores. At least, they should have the following characteristics: 1, have a certain brand awareness.

Brand stores are fastidious about the brand's appeal. Only a brand with a good reputation in the market can build a potential marketing system for exclusive stores.

At present, the number of specialty stores in every region is amazing. As consumers become more rational, there will be doubts or distrust about some small brands or unnamed brand stores.

2, brand stores have clear positioning and distinct personality.

The reason why it is separated from department stores and supermarkets is that the consumers who are clearly positioned do not buy ordinary commodities, but are suitable for their tastes and personalities.

3, brand must have high added value.

Commodities with higher added value will provide more profits, so that the competitiveness of brand goods will last longer.

On the one hand, it can provide more profitable profits to the franchised stores to increase the stability and durability of cooperation. On the other hand, it can provide more resources for Brand Company to maintain or enhance the brand image to distinguish it from the general merchandise.

4, brand goods should have more choices.

Under the premise of brand commodity style and individuality, it can be expressed through many ways and specifications.

This will naturally produce many ways and specifications, and each commodity will express more specifically the specific fitness and coordination of the same brand style.

Consumers can satisfy their own styles and small different comforts by making many choices.

BELLE, the oldest woman in mainland China, rapidly expanded after 2000, from shoemaking to sales.

By the end of 2006, BELLE's retail network had reached 3828.

BELLE plans to open 1000 stores a year.

After listing in Hong Kong this year, BELLE's market value surpassed Gome in one go, and it was the most popular among retail companies in Hong Kong stock market.

Metersbonwe, the representative of garment industry, has persisted in the development of brand chain operation. Since its opening in 1995, it has opened more than 1000 franchised stores. It has taken the lead in adopting the "virtual management" mode in the domestic garment industry, which has met a broad space for development.

The world cosmetics brand AVON, which entered China in the 90s of last century, now has 6000 stores in the country.

The huge monopoly network system has brought huge profits to AVON.

Despite rapid development, monopoly chains are still mixed.

At present, because of the weak brand awareness, some franchised stores often run some other related commodities in pursuit of profit, or do not maintain the brand price seriously and sell at will, which greatly affects the brand image of the store.

At the same time, the direct competition between franchised stores and franchised stores has led to competition among the same brand stores.

Is it possible for an enterprise to "marry" a commodity or a brand to a franchised store?

This is not the case.

Along with the success of the first line brand's monopoly, many two or three line brands are also out of hand, but most of their achievements are mediocre and unsatisfactory. Finally, the end of the "East trick" is often a red hot opening, but finally it is a closed door.

In general, consumers who buy goods in exclusive stores are rushing to the stores with clear source and reliable goods.

Today, with the rapid development of sales channels, department stores and hypermarkets have become the biggest enemies of franchised stores.

Frequent promotion of 40 percent off or 30 percent off is a great blow to brand stores.

Especially in the golden holiday of clothing consumption, the popularity of consumers is also attracted to department stores, so that the vast majority of stores can only complain incessantly.

Moreover, the strength and shopping environment of department stores are far superior to those of exclusive stores.

In addition, the price advantage of hypermarkets also grabbed many consumers in the franchised stores.

These factors lead to the difficulty of maintaining the franchised stores whose profits are not guaranteed and become the biggest constraint on their development.