Everyone knows that when the differences in products produced by factories become smaller and smaller, customers will make purchasing decisions based on their awareness of the brand. In other words, the customer's consumption choice depends on the impression or influence of the brand in his mind. Impression is the consumer's sensory reflection of the brand, while influence is the brand's affinity for consumers' values, tastes, aesthetics, tastes, etc. All of this comes from the brand's market appeal in the region, that is, it depends on the brand's operational effectiveness in the area under its jurisdiction. Some agents don't understand this. They think that the brand belongs to others, so why should I make wedding clothes for others? What's more, they act as a brand killer. As a foresighted agent who pursues success and excellence
, you should be well aware of the importance of regional operations. As an agent, the brand is your cash cow. In addition to obtaining planting tips from the brand owner, In addition, you must also be able to afford the careful cultivation of the brand in this area, so that the brand can truly bring you a lot of money.
The clothing brand franchise business model is the most successful model. To be a good brand agent, the first thing an agent must understand is the rules of the franchise game.
The core of franchising is unity, which is a copying process of a successful model. What agents are promised is not only the goods, but the entire model, including brand name, trademark, store name, unified decoration, display, quality standards of products and services, business policies, etc., all of which must be carried out in accordance with the full model of the headquarters. This model has been proven by the headquarters through long-term and repeated practice. It is a scientific and successful model with market advantages. If the agent cannot understand and implement it, the market advantage of the model cannot be reflected. Then, no matter how good the brand is, it will not be your cash cow, let alone a multi-brand agency.
Therefore, after agents choose the brands they represent, they must have a thorough and serious understanding of the headquarters’ business model, business philosophy, brand culture, brand characteristics and brand’s market positioning; strictly follow the principle of unity and Carry out implementation and dissemination in the market under your jurisdiction, and ensure that the requirements of the market in your jurisdiction are consistent with the requirements of the headquarters at all costs, so that you can fully utilize and bring into play the favorable resources of the brand, making the brand truly become your cash cow.
Of course, understanding franchising is only a preliminary ideological understanding, and what is more important is execution. Whether it is uniformity across stores or nanny-style terminal maintenance, you must have a healthy and powerful organization and team to implement it. This requires agents to operate as a company, establish a systematic and sound operating organization, and cultivate a comprehensive and professional marketing team, so that they can truly undertake the construction and maintenance services of the terminal network, ensure the healthy development of the terminal network, and maximize the effectiveness of the terminal network. Brand marketing effectiveness.
The so-called maintenance service requires provincial agents to actively assist and urge terminals to fully implement the franchise brand monopoly marketing model and strictly abide by the unified franchise principles; constantly maintain communication and communication with terminals, and provide timely assistance Solve the practical difficulties of terminals; accurately grasp the characteristics of the market state where sensibility and rationality are mixed, guide terminals to make full use of the resources and advantages of brand monopoly, and strive for the largest market share. Only in this way can the terminal deeply appreciate the charm of the brand exclusive profit model, consciously maintain the terminal's franchise route, and loyally unite under your brand.
In addition, you should also master the following basic qualities.
1. Plan and develop the market scientifically and rationally
Some agents pursue the number of franchise stores one-sidedly, blindly expand, and blindly pursue horizontal growth in performance (i.e., growth in the province's total performance) without considering the performance of individual stores. Vertical growth; no investigation and research is done when recruiting investors and franchising, and all comers are accepted. As a result, the sales terminals opened were messy and mixed. Over the past few years, I have spent a lot of effort. I opened three stores but lost two, and even continued to shrink, and then I started to blame everyone. This is called eager for quick success and quick success, killing the goose and taking the eggs, leaving no way out. Such people lack the overall vision and long-term vision to grasp the market, and have no systematic marketing strategy.
After the agent selects a brand to join, he must first have a deep and serious understanding of the headquarters' business model, business philosophy, brand culture, brand characteristics and brand's market positioning; and then based on the exact information he has, Conduct strategic planning for the market in the jurisdiction. Just as a general on the battlefield plans the territory to be conquered, he must formulate an overall and long-term development construction strategy and implement it effectively. With a good construction strategy, investment and franchising can be carried out in an orderly manner. When recruiting investors, you must control quality and strictly select franchisees. Don't be eager for quick success and sow trouble for yourself.
After completing the investment promotion, it is necessary to follow up and maintain in a timely manner, supervise and assist the terminal to strictly implement the franchise model. Some agents only want to be quick, thinking that everything will be fine as soon as the terminal is opened, and they can reap the profits; so they just ignore it and let the franchisees play with it; but when they go down and take a look, the network they have worked so hard to lay is being sold off. There are all kinds of people, those who are doing business with the Eight-Power Allied Forces under the red flag, and those who change their careers and faces in different seasons. There are also some agents who turn a blind eye in order to pursue the immediate sales volume one-sidedly. They just want to pick up the goods, the more the better, and everyone is welcome. Not to mention a unified image, even brand exclusives cannot be guaranteed. As a result, there is no essential difference from selling goods on the street or doing wholesale. The brand appeal created by the headquarters with great efforts is gradually reduced in the local market, and the market advantage of franchised brands is completely gone. Not only has it seriously affected the brand's image in the local market, but it has also created huge obstacles for the subsequent development of the market. Developing the market in this way is tantamount to digging your own grave.
2． Learn to order and stock scientifically
Ordering is like treating guests. When ordering, you must first understand the taste of the diners. Not only do you want to feed people, but you also want to feed them well. Our provincial agents are the hosts who treat guests, and they treat each of their salesmen. First, in terms of appetite, you have to understand what they need to eat. This requires every agent to be, first of all, an expert in store display, and secondly, a smart buyer. You must figure out how many areas the optimal display plan for each size of your store can be divided into, what goods should be displayed in each area, and how many series, styles, and colors these goods should have. There are main sales products, concept products, color matching products, etc., and how to distribute their proportions. These are all very knowledgeable and scientifically based. Therefore, in order to order scientifically, you must first understand the importance of basic display, and then use the brilliant vision of professional buyers to plan your display content, that is, select goods.
The selection of goods should be based on the local cultural environment, fashion trends, consumers' dressing tastes, habits and characteristics, etc., and with the perspective of a smart buyer, scientifically allocate goods to each subordinate store. Buyers must be able to accurately grasp local fashion trends, clothing preferences, consumer psychology, etc. If you are not sure, you can also find and train buyers among franchisees and shopping guides; smart buyers are really important for ordering. With professional buyers, the question of what to eat can truly be scientifically solved.
First of all, you have to figure out how much food each person eats and how much food is needed to satisfy everyone. That is to say, before ordering, you must find out how many stores you have and how many goods should be needed for the best display in each store. In addition, how many stores are going to start operations this season and how much more goods are needed in total. Ensure the best momentum for opening operations. Combined with the scientific analysis of the basic displays of each store and the sales situation of the same period in the past, we will finally determine the basic quantity of your order this time. Only in this way can you cook dumplings blindly and know what you are doing when ordering.
Some people may say that there is a lot of backlog of inventory. If I purchase the goods according to the order, I may not be able to eat the front ones, and I will have to carry the back ones; if I increase the inventory risk, If a vicious cycle is formed, it will be even worse. At first glance, this seems to make sense. But upon closer inspection, something is wrong.
We know that products must be based on market demand, and everything must be guided by meeting market demand in order to improve sales performance and make profits.
We also know that clothing business is a perceptual economy, and products must follow fashion trends. Last month’s popular goods may become dead goods next month. If you keep holding on to dead goods and eagerly hope for consumers, If you don't care about you, you will become a corner forgotten by consumers. Therefore, you must make a prompt decision when dealing with slow-moving goods. You must make a decision when the goods are not stagnant. From slow-moving goods to dead goods is your loss process. If you use the knife early, you will often lose less, and new products will be put on the shelves quickly.
Only then will the transaction volume be increased, the flow of goods can be maximized, and the profit will be maximized, while at the same time eliminating inventory risks. Therefore, we should try to avoid dead goods and never let dead goods block the way of making money for live goods. Otherwise, you will really be desperate.
Of course, the data management system for purchase, sales, storage and transfer is also indispensable for scientific ordering and scientific stocking, which is also a necessary condition for regional operation.
In general, to engage in brand agency, you only need to truly understand and implement the game rules of brand franchising, and strengthen the execution effect through corporate operations; develop the market and build a network in a planned way, and truly Achieve one-stop and nanny-style terminal maintenance; use scientific ordering and scientific stocking methods, and skillfully use the purchase, sales, inventory, and transfer systems to avoid risks and promote sales. In this way, you can figure out a successful brand regional operation model and easily develop multi-brand agents. With your successful transplantation and cultivation, each brand will become your cash cow. When someone calls you a money-spinner professional, you, a small agent, will have a big career.