Understanding Franchising And Doing Good Brand Agency

As we all know, when the difference between the products produced by the factory is more and more small, customers will make purchase decisions through the cognition of the brand.

In other words, the choice of customer consumption depends on the impression or influence of the brand in his mind.

The impression is that consumers' sensory responses to brands are influenced by brand's affinity to consumers' values, tastes, tastes, tastes and so on.

All this comes from the market appeal of the brand in the region, that is, the operation of the brand in its jurisdiction.

Some franchising agents do not understand this. They think brands are others. Why do I work hard for others to dress, and even more, they play a "brand killer".

As a chartered agent with foresight and pursuit of excellence, you should be aware of the importance of regional operation. As a franchising agent, brand is your rocking Qian Shu. You have to bear the cultivation of brand in the region in addition to planting secrets from brand owners.

In this way, the brand can really bring you money.

First, the franchised brand must have brand promotion consciousness.

The franchise mode of clothing brand is the most successful mode. The most important thing for agents to do is to understand the rules of franchising.

1, ensure that the market of the jurisdiction is consistent with the requirements of the headquarters.

The core of franchise is unification, which is a copy process of "successful mode".

The agent is not only a commodity, but the whole "mode", including brand name, trademark, shop name, uniform decoration, decoration, display, product and service quality standard, business policy and so on.

This model is verified by headquarters after a long period of practice. It is a scientific and market oriented success mode.

If the agent can not understand and execute, the market advantage of "mode" can not be reflected. Then, a good brand will not become your "rocking Qian Shu", let alone multi brand agent.

Therefore,

After selecting the agent's brand, we must thoroughly understand the business model, business philosophy, brand culture, brand characteristics and market positioning of the headquarters. Strictly follow the "unification" principle, carry out and disseminate the market in the jurisdiction area, and ensure that the market of the area is consistent with the requirements of the headquarters at any cost, so that you can make full use of the favorable resources of the brand and make the brand truly become your Qian Shu.

2, establish a sound operating system.

Of course, understanding.

It is only a preliminary ideological understanding, and more importantly, execution.

Whether it is the unification of "store side" or "nanny" terminal maintenance, you must have a healthy and effective organization and team to carry out it.

This requires the agent to "company operation", the establishment of a sound operating system, a comprehensive quality and professional marketing team, in order to truly undertake the construction and maintenance of the terminal network, ensure the healthy development of the terminal network health, and play the greatest brand marketing effectiveness.

The so-called maintenance service means that the provincial agents must actively assist and urge the terminal to fully implement the franchise.

The marketing mode strictly adhered to the "unified" principle of concession, kept the communication and communication with terminals, and promptly helped to solve the practical difficulties of the terminals; accurately grasped the characteristics of the mixed market state of emotion and rationality, and guided the terminal to make full use of the resources and advantages of the brand monopoly so as to strive for the largest market share.

Only in this way can the terminal realize the charm of the brand monopoly profit mode, consciously maintain the terminal franchising route, and faithfully unite with your brand.

Two, several basic skills to master.

1. scientific and rational planning and market development

Some franchising agents pursue the number of franchisees unilaterally, blindly expand, blindly pursue the level of growth in performance (that is, the growth of the total performance of the province), without considering the vertical growth of single store performance.

As a result, the sales terminals were disorganized and mixed.

Over the past few years, efforts have taken a lot, and three or two have been shrinking.

This is called quick success and instant benefit, killing the goose that lays the golden eggs, leaving no trail behind.

Such a person lacks the overall vision and long-term vision of the market, and has no systematic marketing strategy.

After completing the investment, we must track and maintain in time, supervise and urge the terminal to strictly implement the mode of franchising.

Some agents only plan for the first time and think that when the terminal is opened, they will be able to catch up with the profits, so they will not ignore it and let the franchisees play it by themselves. As a result, we will have a look at the hard laid network, selling the dog meat and selling the red flag as a "eight nation coalition forces" to buy and sell.

Some agents, in order to unilaterally pursue the sales volume in front of them, turn a blind eye to each other.

Let alone image unification, even brand monopolization can not be guaranteed.

In this way, there is no essential difference between selling goods and wholesaling, and the brand appeal that the headquarters has worked hard to shape is gradually reduced in the local market, and the market advantage of franchised brand monopoly is gone.

This not only seriously affects the brand image in the local market, but also creates huge obstacles for the subsequent development of the market.

So developing the market is like digging our own grave.

2. learn to order scientifically and stock scientifically.

How to make scientific orders must be based on objective facts and make conclusions through scientific analysis.

Ordering is like a treat. First, we need to know the taste of the diners.

We should not only invite people to eat enough, but also invite them to eat well.

The provincial agent is the host of the guest.

Every sale is always the first. From the appetite, you have to understand what they need to eat.

This requires every agent to display experts first and then to be a smart buyer.

You must make sure that the best merchandising plan of each specification can be divided into several zones, and which goods are displayed in each district. These goods must have several series, several styles and several color systems.

It is very knowledgeable and scientific that goods are sold, goods, goods and so on.

Therefore, to achieve scientific ordering, we must first understand the importance of basic display, and then use the professional buyer's brilliant vision to plan your display content.

According to the local cultural environment, fashion trends, consumer preferences, habits and characteristics, we should provide a scientific buyer for each subordinate store.

Buyers must be able to accurately grasp the local fashion trends, dress preferences, consumer psychology, etc., if you are not sure, you can also explore and train buyers in franchisees and shopping guides.

A brilliant buyer is very important for ordering. With a professional buyer, the problem of what to eat can really be solved scientifically.

It solves the problem of what to eat, and then comes the question of how much to eat.

That is how to eat.

You have to figure out how much food everyone eats and how much food they need.

That is to say, before ordering, you must find out how many stores you have, and how many stores should be sold.

How many more stores are going to start operation this season? How much more is needed to ensure that the best way to start a business?

Combined with the scientific analysis of the basic display of each store and the sales situation in the same period, the final quantity of your order will be determined finally.

Only in this way can you cook dumplings for the blind when ordering.