It can be seen from the development process of chain operation that which industries are suitable for chain operation? There are no industry restrictions. But whether it is suitable for chain operation still has certain boundary conditions. We have summed up the following six conditions, and enterprises with the following six conditions are considered to be suitable for chain operation.
First, management can be engineering.
Engineering refers to the decomposition of a complex system or product into many relatively simple subsystems, each of which can be processed or treated by junior technicians or simple workers. The ability of an excellent engineer is that he can make this division economically and work out the method or standard of system combination. All these divisions and combinations must also take into account factors such as economy, technology, management, cost, quality, market, society, past and future.
Just like making western food, western food pays attention to science and nutrition, so it can be engineered. The weights and standards of various raw materials and the types and quantities of seasonings are strictly implemented according to the standards. Just like McDonald's and KFC, the oil temperature and frying time of their French fries are strictly controlled, and these quantitative standards and steps can be engineered. Therefore, there are innate conditions for doing chain. Chinese food, on the other hand, is not so simple and can't be standardized and engineered. Chinese food pays attention to the art of cooking, and has fuzzy control standards for the cooking process, such as: a little salt, a little vinegar ... whether the management content can be standardized or not, and engineering is one of the conditions for chain operation.
Second, the core endowment.
Practice has proved that homogeneous product competition and traditional chain operation mode can neither retain old customers nor attract new customers. Chain enterprises must be unique. If they can't provide special services, the loss of users will be inevitable.
Therefore, enterprises that want to join the chain management team should have their own core endowment, which can show their individuality, seek common ground while reserving differences and realize their unique charm in the fierce market competition. This requires enterprises to carry out systematic VI design (corporate image design). A very successful restaurant chain in China: Little Sheep. Little Sheep's soup is made of more than 60 kinds of Chinese herbal medicines, such as Angelica sinensis, Lycium barbarum, Codonopsis pilosula, longan and Stemona. Mutton is made of pure natural, pollution-free, high-fiber and low-fat mutton for three months. This kind of mutton is tender and delicious, and has no fishy smell. This soup is delicious and fragrant. Mutton not only tastes delicious after dipping in small ingredients, but also avoids the disadvantage of losing the freshness of grassland mutton.
The national "sheep culture" is also a major feature of Little Sheep. The vast grassland in Inner Mongolia has blue sky, green grass, horses, high-pitched folk songs, bowl dances, chopsticks dances and other folk customs. Little Sheep also played a cultural card while cooking, advocating "cultural catering" while advocating green catering. In order to make Little Sheep grow up quickly, it recently carried out corporate image VI.
Third, the development and reserve of human resources.
Talents are the foundation of enterprises and the source of success for chain enterprises. In order to realize chain expansion and successful operation, chain enterprises must establish a strong talent team, especially in service. The formulation of strategy and the implementation of tactics of chain enterprises need the real understanding and practical implementation of employees, and the huge chain system must not allow execution faults and distortions. Once the execution is out of shape, it will endanger the survival and safety of the whole chain system.
Fourth, the maturity of sales channels.
One of the advantages of chain operation is to make the circulation field smooth, which is also the main reason for its existence and rapid development. If the sales channel of an industry is mature, that is to say, it can achieve good circulation without the intervention of chain enterprises at all, then the chain enterprises that want to share a piece of it will be psychologically prepared for defeat. The more mature the sales channel, the greater the obstacle to the development of chain operation.
Verb (abbreviation for verb) The bottleneck of the value chain moves down.
This condition actually refers to the bottleneck of the industry. In other words, it is necessary to analyze the industry situation. If the industry we want to enter is the buyer's market rather than the seller's market, we can do chain operation. Otherwise, it's not necessary at all.
Sixth, relationship resources.
The laws of various countries have different restrictions on chain operation in terms of policies, laws and regulations. However, because China is a provincial administrative division, the laws, regulations and policies of different provinces and cities are still different, so it is best to coordinate the government relations, especially the cross-regional and inter-provincial government relations. The application, establishment, site selection, procurement, taxation, etc. of branch offices get twice the result with half the effort.