2 1 century is the brand era, and all walks of life pay more and more attention to brands, so franchising is facing excellent development opportunities. Under this good opportunity, as a regional manager, if I want to seize this favorable opportunity and occupy the future market, I think I need to use the following three strategies to give full play to the advantage of "mother is good to children" and seize the opportunity. Strategy 1: "Brand attracts attention"; Strategy 2: "product mobilization desire"; Strategy 3: "Service wins word of mouth".
1. Brand Attraction: Relying on the world-famous brand "Good Boy", the brand effect of "Mother Good Boy" is used to attract the attention of people from all walks of life, especially the upper-middle class. The biggest feature of this group is to attach importance to the brand, and the brand effect can attract their attention best, so the brand offensive can best eliminate their doubts about joining. This should be done from two aspects. First, we should make use of the CIS visual impact of "Mother Good Child" to establish a brand image, so that customers can see the originality of "Mother Good Child" from the aspects of store design, products and services. Second, it is necessary to vigorously promote "Mom is a good child" to the middle and upper classes, so that the brand image of "Mom is a good child" is deeply rooted in the hearts of the people.
2. Mobilize product desire: "Mom is a good child", perfect product system, own and agent brands and product quality are the most attractive to customers. The products of "Good Mother and Good Child" are directly distributed by headquarters and local procurement, and the products are close to the market demand. The well-known brands in the market, good product quality and perfect after-sales service displayed in the store should make full use of this advantage to meet the needs of customers and fully mobilize their desire to join.
3, service to win word of mouth: use the customers who have joined and the consumers in the store. These groups are usually highly educated and successful in society. They have a subconscious pride and think they are high-quality spokesmen, so they are quite eager for high-quality services. Excellent service is an important part of winning the favor of future customers. Therefore, providing good service is to develop future customers.
The above three strategies complement each other and are closely linked. My goal is to combine these three strategies, make full use of the advantages of "good mother and good child", actively develop future customers, and not give competitors any chance to fight back, and finally occupy most of the market share of the mother-infant franchise market.
Second, do a good job in positioning the regional market before opening up;
1, the market positioning of franchise stores: the main research content is the target business circle, target ethnic groups and their behavior characteristics and
Psychological characteristics. The study of the target business circle is not only about the specific geographical location.
For a specific business circle, but to study concepts with certain characteristics.
Business districts, such as business districts, community business districts, etc. After determining the characteristics of a business circle, we can at least find many suitable places to open stores in the target development city according to this characteristic. The study of target ethnic groups is a highly professional issue, which is closely related to the service design, business atmosphere design and lifestyle design of franchise stores. The core task of franchise store market positioning is to establish the image of franchise store in the eyes of consumers.
2. Market positioning of franchising; The main research content is the target development area, target franchisees, their investment habits and investment psychology. The market orientation of franchising is to regard franchising as a commodity and consumers are investment franchisees. Only ordinary commodities provide use value for consumers, while franchising provides investment returns for investors. The development of franchising often starts from a city. Combining the characteristics of the selected city and the positioning of franchise stores, we can find out which cities in China are similar to it. This kind of city is the target city for franchise promotion in the next step.
3. Positioning of target franchisees; Target franchisees are positioned as first-time entrepreneurs or rational investors with their own funds, and there are great differences in quantity, distribution, investment habits and investment psychology. The core task of joining the market positioning is to leave what kind of impression on the target investors, arouse the desire of interested franchisees, and stimulate their desire to invest and join. Choose those franchisees who have the same goal, the same business philosophy, rich business experience, good management quality and ability, equal financial strength, tenacious will, good reputation and harmonious relationship with leaders.
As a franchise store developed in this area, it attracted many franchisees to invest and operate, and finally laid a solid foundation in the market. First of all, I must stand on the franchisee's point of view, regard the franchisee as a collaborator, and make accurate positioning and reasonable store design for the franchisee; Then stand on the position of franchisees, regard franchisees as partners, position franchisees in the market, and develop and improve. As far as the above three orientations are concerned, all three orientations should be hard. Only in this way, "Mom is a good child" can franchisees win.
Third, prepare for the development of regional franchise markets;
(1) Do a good job in regional development infrastructure.
1, a mature franchise store
The basis of developing regional joining is to operate a mature single store first. It is necessary to carefully create a single-store business model, profit model and corresponding management model with multi-load and multi-profit functions within the jurisdiction. In order to maximize the function and benefit of the space load per square meter of a single store, we should pay special attention to the reliability and stability of the profit model. The so-called model is a kind of practice, which has three main points: first, it is clear, second, it is feasible, and third, it can be copied. The form of expression is a summary of a set of management documents.
2. Implement the management of regional operations by the headquarters.
Effectively implement the support, coordination and management of headquarters to regional franchisees, the support and management of regional franchisees to single stores and the coordination and management between single stores. Solve the problems in the operation of franchisees at any time and improve the daily operation system of franchisees.
3. Develop strategies and methods to maintain standards in the region.
Maintaining regional standards is very different from maintaining single store standards. Generally speaking, regional franchisees have their own management institutions. To make these institutions operate in accordance with the management system and standards of "mother and child are safe", a lot of detailed and concrete work needs to be done. My job is to cultivate qualified regional franchisees first, so that there can be qualified franchisees, and then maintain the standards of the headquarters. In order to maintain the standard, we should pay attention to the selection of suitable regional franchisees in regional development.
In addition, we should also study the strategies and methods of maintaining standards in regional markets, and make adjustments to maintain standards according to regional market conditions and local cultural environment.
4. Establish a qualified regional management team.
The development and later maintenance of regional market need to establish a qualified and effective team to work, and the regional management team should assist franchisees to form a qualified store management team. The regional management team should provide strong human resources support for regional franchisees, and select experienced operation managers to assist or * * * jointly develop regional business. Establishing a qualified regional management team is the common responsibility of franchisees and franchisees, and it is an important guarantee for successfully developing the regional franchise market.
5. Training and supervision mechanism for sustainable management
Training supervision is an indispensable part of franchise management and the guardian of the healthy operation of the system. In regional franchising, it is difficult to effectively implement training supervision, which requires a good training supervision mechanism. Carefully prepare and implement, adopt scientific and appropriate methods, and establish a dynamic and sustainable training mechanism.
6. Formulate a clear regional development strategy.
When formulating regional development strategies, we should consider the following issues:
The first is the mode of development. When the hunter mode is adopted, the franchisor is like a hunter. If he sees the prey, he will be shot to death. Whether the animals in the whole forest have been driven away or not, it is most important to catch and kill one, and making money is the most important thing. No market development plan. In the farmer's way. Franchisees are like a farmer, working intensively on a piece of land, wondering how to plant it reasonably, how to divide it into blocks, how to cultivate new cash crops, when to fertilize it and how to harvest it. The development of regional market must take the road of farmers.
The second is the layout strategy. The regional layout focuses on the rational division of franchise areas and maintaining the balance between franchisees and franchisees.
The third is the opportunity to join the region. We should seize the right opportunity to join the region. For franchisees, it is the right time to develop when the market demand is strong, the policy conditions are favorable, the joining candidates are suitable, and the regional market development is fully prepared. For franchisees, the appropriate investment opportunity is when the investment risk is the lowest, the profit space is the largest and the franchisor has the necessary franchise conditions.
7. Conduct regional market research and feasibility analysis.
There should be a good reason to join the region. For example, the project needs to be fully rolled out, the project is running well in the local area, the local market is saturated or close to saturation, and the regional market opportunities are good. We should seize the opportunities in the regional market. In addition, regional market research and feasibility analysis are needed. If you don't do the above work, just because franchisees are eager to join, you will enter the regional market, which is risky. Mainly from the profit level of existing competitors, the share of relevant formats in the target market, commodity supply, consumer demand, investment return and other aspects to analyze the competition intensity, competition complexity and access opportunities of regional markets.
Fourth, how to do a good job in regional investment promotion;
Mainly includes the following ways:
1. Various representative trade fairs are mainly held in various regions.
B. promote investment promotion through various media.
C introduction of industry channels (recommended by other brands and shopping malls or absorbed through the investment promotion materials of our direct stores, etc.). )
D, looking for the target area.
E, call or ask yourself.
F. use the customer consultation telephone number of branches all over the country.
G, using the store POP+ customer's word-of-mouth publicity
Idea 5: how to maintain the regional market in the later period;
First of all, clarify the relationship between franchisees and headquarters.
At present, the franchise system established by many franchisees is a fragile cooperative relationship, and the fundamental link to effectively maintain "franchise stores" is the ultimate interests axis. But from this perspective, franchise stores have become the "parents" of the headquarters. Because the headquarters can rely on the scale advantage supported by many franchise stores, it is more famous. Therefore, as a manager, I should have a peaceful mentality of helping others get rich, rather than an absolute obedience mentality of the relationship between superiors and subordinates.
Second, we should implement the concept of "win-win" in the joining work;
In a sense, it provides customers with a way to make money. The headquarters gives franchisees benefits with excellent brands, scientific management and thoughtful after-sales service, while "Mother Good Child" brings scale advantages, brand awareness promotion, geographical space expansion and profit increase. Both sides benefit together and achieve a win-win situation. Therefore, the post-maintenance of customers should cater to their own interests and give them what they really care about, such as providing policies and cooperating with them to do enough business.
Third, pay attention to management training.
Because franchisees have different qualities, management is often empirical and habitual. Especially in the franchise system, there are often mom-and-pop shops and relatives, and the management mode is often ignored or impossible to implement. Therefore, we should pay more attention to management training on the basis of technical training. During the study tour and training, we should communicate with franchisees and reach a tacit understanding in concept and corporate culture.
Fifth, improve the franchise system and store opening system.
The franchise system in the world has developed to today, and chain retailing has become one of its characteristics. The core of the chain is to develop a set of store opening support system with scientific design, reasonable process, efficient operation, standardization and replication. Without this premise, franchise chain operation will become passive water and a tree without roots. McDonald's, Benny Road and some internationally renowned watch and cosmetics chain stores have strong expansion ability and successful single-store operation. The most important thing is that it has established a relatively complete system, which can be copied anywhere. With this system, you can open a shop through direct operation, joining, joint venture, export operation, custody, merger and acquisition and other ways.
Six, innovative management mode, to provide full-time guidance services for franchise stores.
Due to the weak cooperation foundation between the two parties in the franchise system, franchisees are difficult to get all kinds of support from the headquarters in business guidance, and their satisfaction with the headquarters is poor. Use the experience of headquarters and its own store management to guide and help franchisees. Especially now, the market competition is becoming more and more fierce. Those marginal stores hope to rely on the strength of the headquarters, pay attention to strategies in store management and compete with stores.
Provide early guidance services to franchisees from the following aspects;
1, do a good job in the location of franchisees' stores;
2. Assist franchisees in planning and designing stores;
3. Provide decoration guidance for franchisees;
4. Do a good job in the support of the headquarters for the construction of franchise stores;
1) Open distribution.
2) Open training.
3) commodity display.
4) Commodity pricing.
5) Opening promotion.
6) Commissioning guidance.
7. Post-management and maintenance of franchise stores;
1. Management and maintenance of the image system of franchise stores
2, operation technology teaching and training?
Use the mature and easy-to-use mode of the headquarters to train franchise stores to master a set of store operation management technology and management mode. Applying effective operation technology to franchise stores can improve the sales of franchise stores, expand the brand tension, and avoid the lack of magnetism in franchise stores, the lack of quality and ability of shopping guides, and the widespread phenomenon of running orders, which not only affects the sales of franchisees and brand enterprises, but more importantly, it is difficult to form a brand value reputation, which leads to the difficulty in improving the product value and ultimately affects the profitability of franchise stores.
3. Continuous help and guidance?
(1) Visit franchisees regularly, provide substantive support, correct the bad practices of franchisees, provide on-site guidance and solve problems in operation. ?
(2) Maintain effective communication between headquarters and franchisees.
(3) Help franchisees to make business plans and improve business performance, and conduct effective market and business analysis.
4. Improve the quality of after-sales service
Good after-sales service is a powerful guarantee to consolidate the franchise system. Solve the problems in the later operation of franchise stores, such as distribution, commodity exchange, complaints, etc.
5. Strengthen the organization of marketing planning.
Because of the conflict of interest, the marketing planning of franchisees is often difficult to integrate into the overall activities of the headquarters. Therefore, marketing planning should be considered from the perspective of "win-win" and do a good job in marketing planning for franchisees. Can be considered from the following two aspects:
A, according to the different conditions of each franchise store, formulate detailed marketing policies, and solicit the opinions of franchise store operators, and form a marketing plan on the premise that both parties can accept it.
B, the headquarters just come up with the basic marketing plan, so that franchisees can improve and innovate according to their actual situation, and then the headquarters will integrate. This method has a good effect and can greatly improve the enthusiasm of franchise stores.
6. Cultivate pilot stores and give play to the demonstration effect.
Select some franchisees with strong centripetal force to carry out pilot support, and use the "model project" to play a demonstration role to eliminate the resistance and wariness of future franchisees. After the successful pilot operation, we will widely promote the company's superior business model and corresponding concepts, so that other hesitant franchisees can visit the pilot stores; Under the guidance of the company, how much success has been achieved, how much profit has been increased, and the trust and attempts of other franchisees have been won with real data. In the process of pilot operation and operation promotion, we should never forget the infiltration and promotion of business philosophy, so that everyone can feel the great benefits brought by the new business philosophy in the operation process from trial to imitation, from formality to liberation.
7. Establish a smooth feedback mechanism.
There is a distance between the enterprise and the franchise store itself, and a lot of information cannot be transmitted in time. When the information transmission is not timely, it will bring constraints to the work of both parties. A lot of work can't achieve the expected results because the other party doesn't cooperate in time and effectively, which leads to the long-term opposition between the two sides. Therefore, taking charge of information collection, anti-shame supervision and enforcement can provide more opportunities for both parties to communicate, which will be more conducive to the development of management work.
8. Go all out to build the terminal?
1) Do a good job in the product display and vivid display of franchise stores, and go to the store for inspection, sorting and display training regularly and irregularly.
2) Establish the sales team of franchise stores; Strengthening the management training of employees in franchise stores is the key to improve the sales force of products. The management of franchise stores mainly lies in the formation of effective management mechanisms, such as the formulation of Staff Management Manual, the establishment of work diary reporting system, and the monthly performance appraisal management system. The training content includes: product knowledge, sales strategy and service system, in-store sales skills, etc. ?
These are my thoughts on developing regional work. If there is anything incomplete, I hope that Manager X will give me guidance in my future work and help me grasp the correct direction in time.
Work planner: xxx
April 25(th), 2008