The core of franchising is unification, which is a replication process of "successful model". It is not only the goods that are allowed to act as agents, but the whole "model", including brand name, trademark, store name, unified decoration, display, quality standards of products and services, business policy and so on. , must be carried out in accordance with the headquarters of a full set of models. This model has been proved by the long-term practice of the headquarters, and it is a scientific, successful and market-oriented model. If the agent can't understand and implement, and the market advantage of "mode" can't be reflected, then even the best brand can't be your "cash cow", let alone a multi-brand agent.
Therefore, after selecting the brand of the agent, the agent must deeply and seriously understand the business model, business philosophy, brand culture, brand characteristics and brand market positioning of the headquarters; Strictly follow the principle of "unification", develop and spread the market in the jurisdiction, and ensure that the market in the jurisdiction is consistent with the requirements of the headquarters at all costs, so that you can make full use of the favorable resources of the brand and make the brand really become your cash cow.
Besides, you should also master the following basic qualities.
1. Plan and develop the market scientifically and reasonably.
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 created a huge obstacle for the subsequent development of the market. Developing the market in this way is tantamount to digging your own grave.
2. Learn to order and purchase goods scientifically.
How to make a scientific order should be based on objective facts and draw conclusions through scientific analysis.
Ordering food is like treating guests. When ordering food, you must first understand the tastes of diners. Not only should we invite people to eat well, but we should also invite people to eat well. Our provincial agents are the hosts of the guests, and they invite every seller below them. First of all, in terms of appetite, you should know what they need to eat. This requires every agent, first of all, a shop display expert, followed by a smart buyer. You must be clear that the best display scheme for each specification of your store can be divided into several areas, what goods should be displayed in each area, and how many series, styles and colors these goods should have. Commodities include main sales, concept commodities, color matching commodities, etc. And how to allocate their proportion is very learned and scientific. Therefore, if you want to order scientifically, you must first understand the importance of basic display, and then plan your display content with the brilliant eyes of professional buyers, that is, choose goods.