At the same time, we also found that domestic well-known brands do not sell first in every place, and some stores of domestic well-known brands can also sell first in the local area. In addition, from the analysis of consumers' buying habits, we can also clearly find that among homogeneous brands (excluding the difference between products and prices), it is often your brand's local influence, store image and service quality that affect consumers' choice. Therefore, the quality of sales depends not only on the influence of the brand in China, but also on the influence of the store itself in the local market (after all, the buyers are mainly locals).
With the in-depth development of China's clothing industry, the clothing economy is in a mixed state of sensibility and rationality. People's demand for clothing no longer just stays in the basic function of hiding shame and keeping warm, but pursues the added value of goods. I hope that the goods can provide spiritual, taste and taste satisfaction, which requires not only the fabric and color of the clothes to suit their physiological and age characteristics, but also the styles and styles to suit their occupation, identity and fashion pursuit. They are eager for clothing to become their own silent language and accurately express their personality, demands and values. Therefore, under the mixture of perceptual and rational consumption psychology, the clothing market has become more and more chaotic and difficult to grasp. Coupled with the rapid rise of many domestic clothing brands and the influx of foreign strong brands, the clothing market is more turbulent.
The market state is objective and inevitable, and will not be transferred by personal will. Just like we eat fish, fishbones and fish exist objectively, and fishbones will not disappear automatically; If you want to eat fish, you must face the fishbone; Eating fish well without choking on fishbones is not a problem of fish, but a problem of people. The cruelty of the clothing market is objective and inevitable. The failure of competition should not be attributed to the cruelty of the market, but to people's mentality, because mentality determines people's behavior. Competing with peers is a mountain, and winning the market is moving mountains. You have no way to move mountains. The mountain can't come. Let's go there. Therefore, to win the market, we must first correct our mentality.
Modern sales is actually a psychological marketing process, which is the so-called attack. Sun Tzu said: the two armies are opposite, and their hearts are above everything else. The first thing we should do to do brand monopoly is to attack the heart, that is, to change our own ideas and calmly deal with the market!
Economists say,
Of course not, it's just that we don't really understand and abide by the rules of the franchise game. The so-called franchising means that the headquarters authorizes franchisees to operate the products and services of the headquarters, as well as signboards, store names, trademarks, business standards, quality standards and business policies of products and services. Franchisees must be carried out in accordance with the full set of modes of the headquarters. Simply put, the core of franchising is unification! Franchisees accept not only goods, but the whole model. Moreover, this whole model is a successful model with absolute scientific and factual basis, which has been repeatedly proved by the headquarters for a long time. Therefore, the essence of franchising is a successful replication process.
Some agents unilaterally pursue the number of franchise stores, blindly expand and blindly pursue the horizontal growth of performance (that is, the growth of the province's total performance), regardless of the vertical growth of single store performance; Merchants joined us without any investigation and study, and everyone came. As a result, the sales terminals opened are chaotic and mixed. After a few years, I spent a lot of effort, even began to shrink, and then began to complain. It's called quick success, killing the goose that lays the golden egg, no way back. This kind of person lacks the overall vision and long-term vision of grasping the market and has no systematic marketing strategy.
After choosing a brand to join, agents should first understand the business model, business philosophy, brand culture, brand characteristics and brand market positioning of the headquarters. Then, according to the exact information, the market in the jurisdiction is strategically planned. Just like a general on the battlefield planning the territory to be captured, we should formulate a construction strategy with overall and long-term development and conscientiously implement it. With a good construction strategy, investment promotion can be carried out in an orderly manner. Merchants must ensure good quality, strictly choose franchisees, don't be eager for quick success and instant benefit, and bury future trouble for yourself.
After the investment is completed, it is necessary to track and maintain it in time, supervise and assist the terminal to strictly implement the joining mode. Some agents just want to be quick, thinking that everything will be fine as soon as the terminal is opened, and they will make a profit; So I ignored it and let the franchisees play; As a result, we can see that the hard-laid network has everything from selling dog meat at sheep's head to trading in the Red Flag Eight-nation League and changing careers in four seasons. Some agents turn a blind eye to the unilateral pursuit of immediate sales. As long as they pick up the goods, the more the better, and everyone is welcome. Don't say that the image is unified, even the brand monopoly can't be guaranteed. In this way, there is no essential difference between selling goods on the ground and engaging in wholesale. The brand appeal created by the headquarters has gradually decreased in the local market, and the market advantage of franchise brand monopoly has disappeared. It not only seriously affected the brand's image in the local market, but also set an insurmountable obstacle for the subsequent development of the market. Developing the market in this way is tantamount to digging your own grave.
In order to ensure the terminal to strictly and thoroughly implement the franchise mode, it is necessary for terminal franchisees to deeply understand the rules of the game, its strong market advantages and long-term development prospects of franchise. Only by strictly adopting corporate operation, establishing a sound operation organization and cultivating a marketing team with comprehensive quality and professional business can agents truly undertake the terminal network construction and maintenance services, ensure the healthy and benign development of the terminal network and give full play to the brand marketing efficiency.
The so-called maintenance service means that provincial agents must actively assist and urge the terminal to fully implement the marketing model of franchise brand monopoly; Constantly maintain communication and exchange with the terminal, and assist in solving the practical difficulties of the terminal in time; Accurately grasp the characteristics of the mixed market state of sensibility and rationality, guide the terminal 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 profit model of brand monopoly, consciously safeguard the joining route of the terminal, and unite faithfully under your brand.
To be a successful marshal, we must first have a guard mentality. As the chief commander of the regional market, provincial agents should actively reflect on their own market operation mode, go deep into the market, go deep into the terminal, seriously study the market, establish the overall concept, look at the market with the eyes of the chief commander, and be far-sighted, so that you can seize the commanding heights of terminal competition and obtain the greatest benefits.
We know that the key to influence consumers' purchase is brand appeal, and the most direct and effective way to enhance brand appeal is terminal image and service. The image of the terminal network, like a beautiful woman, is the first killer to capture the hearts of consumers. Moreover, the core of future competition is the terminal network, which is the knowledge of the industry and the necessity of market development. Many economists have written books and made a lot of scientific discussions on this issue. Therefore, the key to the subsequent development of Wiki brand is the terminal network, and the image of the terminal network is the face of the brand. Therefore, to win the terminal, you must wash your face comprehensively.
According to the actual situation of our wharf, there are at least three noodles to be washed.
The first way to wash your face is to standardize the decoration of terminal stores; I wonder if our agents have gone deep into the terminal to conduct research. I don't know if you can sit still if you go down for a comprehensive inspection. We know that it is difficult for a salesman who is slovenly and does not pay attention to image to do a good job in sales; The same is true of dirty and shabby shops; What's more, brand stores? And some of our terminal stores don't pay much attention to the appearance and image, go their own way and decorate at will or even not.
We should know that the market advantage of franchise brand monopoly lies in unifying and standardizing the appearance of science and art, and the specific decoration of brand monopoly decorators' patterns, which contains profound artistic culture, not only gives people pleasing enjoyment in the senses (with irresistible market affinity); And virtually embodies the extraordinary taste of brand products. Both customer's perceptual consumption psychology and rational consumption psychology can be satisfied. The standardized VI system is very argumentative, memorable and impressive. These are precisely the key to brand appeal and the invisible hand that affects consumers' purchase choice. Therefore, the first way to wash your face is to ask the terminal to implement the VI image system of the headquarters completely and strictly, and decorate the appearance of the store according to the fixed mode of brand monopoly 100%.
All provincial marketing branches must immediately conduct a comprehensive investigation of your terminal image, and immediately send personnel to assist in rectification and regular review of unqualified terminals; All terminals that refuse to be rectified should be replaced.
The second way to wash your face: standardize the display and layout of terminal stores;
Clothing display should first divide the shops into different areas according to the characteristics of local market demand. The most conspicuous area of TV stores should display the clothes with the most brand representation, brand appeal and fashion taste expression. This area can be called eyeball area or concept area. Usually, the clothes that are displayed are particularly eye-catching in style, color, texture and fashion taste. But not too many. Followed by the main products or new products of the season. This area should consider the customer's habitual perspective and walking route after entering the store, and should belong to the customer's first vision when entering the store. Then there is the supplementary area. According to the characteristics of the brand target audience, display a wealth of goods to meet the different needs of the market. Finally, the background area. The goods in this area may be slightly unsalable, but they are indispensable for your overall display. You must display this kind of products to make your store products vivid, set off your main products, and make the whole store orderly, rich and flexible.
In addition, in the division of products, display should adhere to the following principles. First of all, to reflect the serialization of design style and style, each series should have its own style team combination. The second is the richness of color system. A single color tone will make all your goods look dull and lifeless, and it can't meet the different needs of customers. Different colors should follow the contrast between cold and warm; The same color system should follow the gradual arrangement of light and shade or pure miscellaneous, so that the product display will have pleasing, distinct, neat and beautiful visual effects and meet the perceptual and rational consumption needs of customers. Then, we should pay attention to the scientific collocation and artistic combination of stacking, vertical hanging and side hanging. At the same time, we should also pay attention to the grasp of quantity. Scientific display generally requires products of the same paragraph and color, with 3 pieces stacked, vertically hung and horizontally hung. This can not only make scientific use of the exhibition space, but also make the visual effect comfortable and convenient for the inventory of goods. Finally, according to the consumption trend and climate change, we should constantly adjust the display strategy to cater to the consumer psychology of customers. This is an essential quality as a clothing operation.
The third way to wash your face: standardize and improve the service of terminal stores;
Some economists also believe that the ultimate core of future competition is service. Weekly distinctive service is the best magic weapon to consolidate customer loyalty. The service quality of terminal is also the core content of network quality. It is also important to wash the network face and improve the quality of terminal service. Provincial branches should strengthen the training of terminal staff according to the manager's manual of the headquarters, conscientiously study and implement the service concept and service regulations of the headquarters, completely copy the successful terminal operation mode, and make the terminal stores and the brand monopoly of the headquarters have both form and spirit, and finally reach the realm of "one thousand stores, one thousand stores with one heart".
Whether it's changing ideas or washing your face online, it's just an urgent task for our actual development. We have no choice but to seize the commanding heights of terminal competitive sales, get the maximum profit of a single store and ensure the healthy and long-term development in the future!
Looking at the development trend of clothing industry, the situation of brand strategic alliance is surging quietly, which has quite the potential to set off stormy waves; The surge of foreign big names is not something that can be easily dealt with in four words! Competition is always everywhere, and challenges come from all directions. In the undercurrent clothing market, we can't slack off!
During the SARS period, the headquarters did not wait and see at all, but invested a lot of manpower, material resources and financial resources, conducted a comprehensive and in-depth investigation and analysis of the national market, industry situation and future development trend, initially formulated the development plan for the next five years and 10, and started the preparatory work and implementation. With the market strategy based on objective facts and scientific research, the headquarters has a good idea of the future market and is full of confidence. As the commander-in-chief of regional markets in various provinces, do our agents really feel the confidence and determination of the headquarters to start a second business? Do you really realize that it's time for the last resistance? In the battle of shopping malls, the winner is king and the loser is kou!