Brand market positioning at the beginning of choosing a brand to join, you must first have a certain understanding of the clothing market in your city, especially the situation of your peers in the business circle around your store, so as to know fairly well.
If the consumption level in your area can't be compared with that in economically developed areas, then you can't blindly launch high-priced clothes easily; If there are many casual wear brands around your shop, and the competition is particularly fierce, then you can stagger your business scope and objectives on women's or professional wear, and the effect will be better; Or local consumers prefer Shanghai-made women's clothing to Guangdong-made women's clothing, then you can give priority to Shanghai's franchise brands ... Make all these problems clear, decide the general positioning of franchise brands according to these conditions, and then find franchise brands with a clear aim, so as to get twice the result with half the effort and improve the success rate.
Before you decide which brand to join, you must be very clear about the answers to the following questions-? Want to join the brand of men's wear, women's wear or children's wear? What is the acceptable price of local products? ? Do you want to join the brand style of casual wear, professional wear or women's wear? What are the special preferences of local consumers in clothing purchase? How much are you going to invest? At this time, your target range of brands has been narrowed to a certain extent, and several candidate brands may have been produced, and then you can choose according to the projects mentioned later.
Product popularity
Clothing is a special commodity, and its purchase depends entirely on how much consumers like it. Because of this, whether the brand clothing you want to join has a good reputation in the local area and how popular the product is are all factors that need to be investigated.
This can be examined from several aspects. First of all, how popular is this brand all over the country? What is the status in the minds of consumers? You can directly ask the brand company's past sales data, or you can learn from the side, and you can learn about its sales from the agents who have operated the brand.
Secondly, according to the brand positioning and product style, what percentage of local people will be interested in buying this product? From this, you can judge whether the number of your target customers is enough.
Third, it depends on whether the pricing of its products is competitive among similar brands. Whether the design style conforms to the consumption habits and preferences of local consumers, and try to avoid the possibility of contradictions and conflicts.
It should be pointed out that on the one hand, the popularity of products is the result of the gradual precipitation of a brand over the years, on the other hand, it is closely related to the advertising support of the company. If a brand continues to advertise in the national media and maintains a certain media exposure, it must be directly proportional to its popularity.
Reasonable profit rate
This is of course one of the most important principles. Does entering the function give you enough profit margin? It is not enough to look at superficial discounts and exchange rates. There are many hidden items that you may not see. Finally, let's make a rough calculation
The input you need may be:
Shop rent (it may take a one-time payment of three months or even half a year)? Shop decoration expenses (one-time investment)? Commodity funds (for example, 4.5% discount, then the goods with a retail price of 6.5438+10,000 yuan need to pay 45,000 yuan)? Personnel salary? Estimated income from daily expenses (utilities, etc.). ) store monthly: according to the passenger flow in the business circle where the store is located and the sales situation of surrounding brands, estimate the number of sales pieces per day, make the minimum and best plans, and get the daily turnover range. Be sure to consider the factor of discount sales. Many times, goods are not sold at retail prices, and there will be many promotions and discounts.
Next, subtract the expected return from the investment and estimate what kind of space your profit range will be. What are the highest and lowest profit margins? About how long will it take to recover the investment? Which is better and which is worse, the high and low stand now.
Company development status
It is very important for you to understand the development of brand companies, including their history, present situation and future trends. As your supplier and business partner, your development is inseparable from the development of the company. We certainly hope to choose a company with good credit, maturity and healthy development to cooperate with.
If the conditions are limited, at least make clear the following basic information of the company: How long has the first franchise store been developing? How many direct stores and franchisees are there? How many stores do you plan to expand to? Is the company's reputation good? The company operates several brands at the same time, except the headquarters. Does the company have branches or offices in other parts of the country? Does the company have its own production base? Are the salespeople you contact professional enough? Of course, what needs to be pointed out here is that mature and well-developed companies generally have higher conditions for choosing franchisees and higher joining fees, that is to say, the entry threshold is high and the support and services they can provide are relatively perfect, so your success guarantee is relatively high; However, small companies that have just started have no or few restrictions in this respect, but they have not yet been finalized, so they will encounter more problems and take greater risks. The choice between the two depends on your own investment budget and business experience.
Is the supply normal?
This one is often overlooked by many people, but it is actually very important. Even if you are proud of perfection in other aspects, the best-selling varieties you want are often out of stock. How can your business be good? At the same time, it is still a bit difficult to understand this before joining. Because you ask the sales staff of the company directly, they will definitely clap their chests and tell you that they have a good supply. The reality is that many domestic small and medium-sized brands will have problems in this respect to some extent, so you must be fully prepared-only by choosing mature brands with a certain scale can you fully trust them.
But having difficulties does not mean that there is no way. You can get the phone number of the franchisee who is currently operating (or has operated) the brand through the company or other channels, and call directly for consultation, and the answer is the most real.
Training and service support
The last point is actually the most important point. Very realistic problem, at present, many of our franchisees engaged in clothing business mostly lack business experience. In order to ensure the high success rate of business, we need the training support of the company very much. From the store image and display guidance to the use of commodity management and promotion means, if the company can train you in a whole set of ways, your business success will be guaranteed by more than half, otherwise the future will be bleak.
A mature brand company's franchise stores in various places should be carved from the same mold, which is unified in image, props, commodity display, clerk service and so on. If you want to know the level of a company's management training franchise stores, it's very simple. Look at several stores in different areas, and the situation will be clear at a glance. At this point, mature foreign brands such as ESPRIT and LEVIS have been operating very successfully. If you cooperate with such a company, the company will make a detailed training plan for you from the first day. Even if your original experience value is zero, you don't have to worry at all. As long as you follow the training plan, you will become a qualified professional manager of clothing franchise stores.
But for many local brands that are still in the development stage, this is simply impossible. Many companies are silent after receiving your joining fee and manuscript fee, and there are no training courses or training materials. For novice franchisees who have no experience in clothing retail, this is almost equal to destroying half the possibility of commercial success, and the rest can only rely on their own talents to do business. I don't know how much confidence you have in working with such a company. So before signing up, you should also ask how much training and service support the company can give you. This is very important.