Chain stores refer to many small-scale, scattered retail stores with the same brand and similar goods and services. Under the leadership of the headquarters, they adopt the same business policy and consistent marketing actions, implement the organic combination of centralized procurement and decentralized sales, and realize the combination of economies of scale through standardized operation. Chain stores can be divided into direct chain stores (directly invested and managed by the company headquarters) and franchise chain stores (chain system formed through franchising). The latter is an advanced form of chain operation. The forms of chain stores can include wholesale, retail and other industries, and even catering and service industries can adopt the strategy of chain operation.
Chain store refers to granting its own trademarks, trade names, products, patents, proprietary technologies and business models to franchisees in the form of franchise contracts. According to the contract, the franchisee engages in business activities under the unified business model of the franchisee and pays the corresponding fees to the franchisee. Because the existing form of franchise enterprises has the basic characteristics of unified image and unified management of chain operation.
Being clever almost lost a small business in the market.
? Dwelling? Zhou Peng, a 19-year-old handyman who works as a sauce duck stall in Mingxin Street vegetable market, never imagined that 10 years later, she would have her own national chain brand. Zhou Heiya. Recalling the tragic history of Zhou Heiya, Zhou Peng was deeply moved.
Get up in the middle of the night to marinate the duck, and pack it in the morning; Send ten eight ducks to the hotel one by one, and don't even have time to have breakfast; It's already noon after delivery. I bought ducks, slaughtered them, and checked out at the hotel at six or seven in the evening. It's time for others to eat. In retrospect, I felt hungry without even eating a meal. In the most difficult time, Zhou Peng bought two 50-cent loaves of bread and a bottle of 60-cent soda at noon as a reward. At the beginning of small business, Zhou Peng's dream was to make money to change this poor living condition.
1995, Zhou Peng started his business for the first time by setting up a stove next to her big sister's marinated vegetable processing workshop and cooking sauced ducks in the open air, which is different from her retail business? Send it to the hotel. This move is actually imitating the owner of a sauce duck shop in Wenzhou. In Zhou Peng's view, Wenzhou boss's business is super good, delivering goods to hotels and selling one or two hundred ducks a day. This is an astronomical figure compared with the business that you can only sell more than 10 salted ducks a day.
Zhou Peng knows very well that, in terms of color, taste and popularity, his own sauce duck will definitely follow? Wenzhou boss? Far from it. At this time, he was smart. It was a guess? . He gave the sauce duck of Wenzhou boss as a sample to the hotel owner and supplied it to the hotel at a low price. At first, this hotel could sell several sauced ducks every day. Later, sales gradually decreased. After half a month, none of them are easy to digest. When the hotel owner found out that Zhou Peng was cheating, he cut off his cooperation and refused to pay the previous account.
? It is impossible to win long-term business by cheating? Zhou Peng realized a seemingly simple truth that many people couldn't really understand. The already bad business intensified, and Zhou Peng was once in a crisis of lack of money. In order to be cheap, Zhou Peng rented a shabby room without windows next to her sister's house.
Worse things are yet to come. Zhou Peng, penniless, slept soundly that night. When he woke up in the morning, he found his clothes hanging outside by thieves. The most important thing is that he lost the BP machine that spent 1800 yuan contact business. Fall into? Economic crisis? Zhou Peng was robbed again. Desperate to go out and rob with friends? .
Lost his business, lost the BP machine that his elders shouldn't have bought, and his worried father scolded him? Black sheep? Driving his son home to find a job, the competitive Zhou Peng knelt down and begged to stay. Get up from where you fell! ? A series of blows made Zhou Peng make up his mind not to go home if he didn't do well. !
I often go to the spice market, ask the spice boss about the taste and efficacy of aromatic materials, borrow ancient spice books to study word by word until late at night, and buy hundreds of ducks to experiment repeatedly. Obviously, my seasoning tastes good, but the braised duck is not delicious. ? Zhou Peng specially bought sauced ducks from Wenzhou boss, and later found that local ducks have a long growth cycle. Cooked, delicious and firm. ? Overcome this? Technical difficulties? After that, the stewed duck in Zhou Peng was crystal chocolate when it was cooked, and it turned black after being exposed to air for oxidation. Duck meat is spicy and sweet, which is unique. It took Zhou Peng several months to finally find an unforgettable taste. This flavor comes from the smell of pot-stewed vegetables that often made Zhou Peng drool when he was a child, and it was also the only sweet candy that my father brought back from the market that year.
How important is adequate cash flow?
The small business that was finally started has to continue, and there is no cash to buy ducks, so we have to pay on credit. At that time, a boss was willing to give him a duck 16 yuan on credit, which was higher than others in 2 yuan. Today, Zhou Peng is still particularly grateful to his boss: if he didn't want to do business on credit, there wouldn't be Zhou Heiya today. ?
? Cash return is very important in business. ? Zhou Peng concluded. When doing hotel business, it is very serious that the closed small hotels evade accounts, the big hotels charge accounts and delay accounts. What saddens Zhou Peng most is that a hotel not only refused to pay for the goods, but also beat up Zhou Peng, who wanted to pay at home. He owes me money, and I will be beaten! There is such a truth! ? Helpless, Zhou Peng began to reflect on the high risk of doing hotel business, and it was difficult to withdraw cash quickly. At the end of 1996, Zhou Peng began to consider:? The business of delivering hotels is not my way out, and it is more secure to set up stalls and retail in the food market. ? At that time, Zhou Peng gave up many hotel cooperation, and only selected a few hotels with high credibility to continue supplying.
1997, Zhou Peng invited her second sister from Sichuan to help her and set up an iron container with a glass cover to sell sauced ducks under the eaves of her friends in Wuhan Hangkong Road Electric Market. Zhou Ji strange duck? Signboard. When it first opened, a sauced duck was sold to 22 yuan. That piece is the most deserted place in the food market. Compared with the dazzling array of products in other stalls, several sauced ducks in Zhou Peng stalls are lonely and unappetizing. A month later, only 132 yuan was sold on the best day of business, and only one was sold on the worst day, obviously losing money. ? I didn't earn a penny, but I was really discouraged and had the idea of backing out. Two months' rent has been paid, so I have to bite the bullet and pay for another two months? . If it weren't for just paying the rent for two months, Zhou Peng would have been forced to retire from his hometown.
Squeeze Ruyi Duck to Earn the First Bucket of Gold
The following month, business became even more difficult. On a street in the food market, three competitors followed. The business of most stalls is very quiet, but the one that just came in is called? Ruyi duck? Our business is very hot. When Ruyi Duck was newly opened, the marketing strategy made Zhou Peng shine. On the first day of business, Ruyi Duck distributed leaflets to sell ducks, but only sold 10 yuan/duck, far below the average market price of more than 20 yuan. The queue of 30-40 people waiting to buy ducks has to be dragged to the door and will be the first to collect the stalls after 2 o'clock every day. Jealous second sister persuaded disheartened Zhou Peng again and again: Go and have a look. Where can they find a source that can sell ducks 10 yuan?
At three o'clock in the afternoon, Zhou Peng, who had no hope of business, ran to the food market and found that others picked the remaining ducks. These ducks were really cheap. After bargaining, Zhou Peng won 6. Buy back 62 at the same price for 6 yuan.