How To Successfully Join Chain Stores

For those who want to solve their life needs and career development by doing small business, borrowing others' power to make themselves get the initial success is undoubtedly the best way.

In recent years, franchising has attracted more and more attention from entrepreneurs.

According to a survey, 80% of the independent retailers in Japan's retail industry have closed down in the first year, only 8% of them can hold up to fifth years, while retail chains have only 20% of their business in the first year, and 77% of the chain stores can survive to fifth years.

By contrast, we can see that the current popular in the industry, "joining must be more cost-effective than their own business" is not unreasonable.

But these data do not mean that 100% of them will be successful after joining. The key to success is that franchisees should plan their own businesses.

At present, chain operation has become an important means for many enterprises to achieve rapid development.

When franchisees face many brands of chain operations, it is very important to distinguish the pros and cons.

Business has already done the DIMA shower room in Suzhou, and told the writer that when he started choosing to do shower business, he once was very worried. "Shower room is still a new market, and there is no very mature brand."

After a lot of investigation, Ding chose DIMA shower room.

For the reason why he chose this brand, he said, "after I understand some shower room brands, I get publicity materials from several companies that are more interested. I soon received a detailed product album from DIMA, including a letter written by the CEO of DIMA company.

The letter details the development process of the brand and demonstrates the unique development concept of the company.

This is not available in other chain enterprises, so the first feeling DIMA gave me was careful and considerate.

Later, I was invited to an industrial exhibition in Shanghai.

At that exhibition, I saw the staff of the company and intuitively saw many new products of the company.

This gives me more confidence in joining DIMA. "

Ding Ding example shows that when the chain brand is similar, the franchisee not only optimistic about the quality and style of the company's products, but also valued the support from the franchisee.

According to the survey, there is a very important standard in the selection, that is, at the early stage of joining, whether the brand store will send staff to join the shop for training service.

Now, Ding has been working with DIMA for more than two years, and Ding's franchise business is very good because the company has a certain limit on the number of franchises in a region.

Speaking of the success of this cooperation, his experience is: 1.. First, find the difference between the brand in the same industry and whether it is competitive in the market.

Now, 2. is the era of "service is king". Is there any unique place for enterprises to serve?

3.. Pay attention to investigating whether the staff are professional and sincere, which will affect the atmosphere of cooperation.

4.. Don't be cheap. Try to choose products with high cost performance in similar products.

Because franchisees have a process of brand accumulation and enlargement.

In addition to the above considerations, choosing a good brand and good chain business is the first step in successful chain operation from a large perspective.

Franchisees should also make in-depth understanding and inspection of various conditions promised by manufacturers.

The following is the author's experience after reviewing a large number of successful franchisees.

1.. Confirm the business license and business scope of the company.

Is the company formal and legal and has sound financial structure?

2., whether the products of the company have market prospects, and whether the product development and innovation ability of the company is strong enough.

(3.) the degree of credit of a company's boss.

(4.) does the company have a professional and complete organization? What is the quality of the employees you are contacting with?

Are employees of 5. companies and existing franchisees constantly changing?

If so, it is likely that the company has no stable business objectives and sustained performance.

(6.) whether the company has a complete franchise contract, and whether there is a reasonable explanation for the return and termination clauses in the contract.

7.. Let's take a look at the franchisee's operation.

Is the relationship between headquarters and franchisees good enough to manage effectively?

Will the 8. national publicity program of the company have credibility and operability? What is the future planning of the company?

The 9. companies are careful to operate. After choosing the right affiliate brand, it does not mean that the franchisee can enjoy their lives. Franchisees need to take the initiative to run a franchised store. When it comes to specific operations, there are no two kinds of business with general shops.

In terms of how to run chain stores, the author focuses on the following three points.

A lot of franchisees complain to the author that they have chosen a good brand to join, but they have not received the desired return.

The author finds that most of the problems are due to improper choice of store locations.

Different products and brands require different store addresses.

Finding a brand is very important. Finding a suitable location for the brand is also essential.

Let's look at an example first.

Li, the boss of Liaoning Benxi Wahaha children's wear chain store, has become a well-known chain store owner in Benxi children's wear market.

It is understood that at the beginning, Li had made great efforts in siting.

"When I choose to join Wahaha children's clothing, I have time to stay in front of the children's clothing stores such as Mickey, blue cat, and Li Ying Fang, and estimate their sales volume, and observe their customers, sometimes staying at the same time for a whole day," he said.

Through a large number of market research and analysis, Lee returned the previously rented facade and chose to open the shop next to the "blue cat" store on the opposite side of the "Mickey" store.

Lee said: "although the rent and pfer fee is more expensive, but because the street chosen is Benxi's" brand Street ", the traffic is larger, and children's brand clothing is more concentrated, with a fixed consumer group, only in this way can we firmly establish our brand image.

As mentioned above, as a franchisee, choosing the right address is an important step for success.

In fact, enterprises have the same principles in this regard.

For example, the business success rate of the more than 680 stores has reached 90%. The author understands that the United States has a strict set of site selection criteria, including: 1., the characteristics of target consumers, and whose business is it?

What are the surrounding fixed residents?

What are the mobile customers?

(2.) the consumer's level of consumption is judged from the income level of the consumer group, and the consumption trend in the next six months is predicted.

3.. Considering the rental factor, we should consider the sales forecast, gross margin and cost level synthetically.

To buy and buy goods is the core of chain store's whole operation.

Generally speaking, a chain enterprise will make a purchase request for its franchisees according to its product line characteristics.

The purpose of the business side is clear.

However, as a franchisee, we should consider the situation of our market and capital. We should carefully study the needs of consumers in the local market, abide by the principle of gradual and orderly progress, and constantly identify the habits of consumers in the practice of operation, and find the target of the product line.

Due to uneven development in different regions, consumption levels, consumption awareness and local customs, the products recommended by chain enterprises are popular elsewhere, and they do not necessarily sell locally.

Many franchisees in the early opening shop will inevitably have the wrong way to buy goods, slow sales, backlog and so on.

In order to avoid these problems, franchisees should follow the principle of variety and quantity in initial purchase, and then buy them after finding out the preferences of local consumers.

In addition, as a franchisee, do not believe the promise that manufacturers can return.

It is easy to purchase goods, but difficult to return them.

There are many disputes between franchisees and chain enterprises due to returns, so it is better to calculate carefully at the beginning and avoid unnecessary trouble at the beginning.

Seeking common ground while reserving differences between chain stores and chain enterprises is also a matter for the franchisee to pay attention to.

For example, in the chain system, a considerable part of the restaurant chain, there is a problem of uniform taste and local tastes differences - Chongqing's chafing dish to Beijing, less spicy, becoming more suitable for the taste of Beijing people.

In addition, the hot oil used in chafing dish in Chongqing has become a seasoning made from sesame sauce in Beijing.

From this we can see that for franchisees, in the specific operation, on the one hand, they must maintain a high degree of consistency with the company in terms of brand and business mode; on the other hand, they should not stick to the rules, and plan their own business according to the local market environment and consumer habits.

All things are done at the core of facts and divided into two.

When there are conflicts with certain regulations of enterprises, we should report truthfully and consult with enterprises fully, so that we can strive for the understanding and support of enterprises.

The market is changing, and the most important selling method is flexible.

Besides, in the specific operation of chain stores, franchisees should also pay attention to the following issues: 1. staff management.

The operation of chain stores has a very clear management standard. Chain store staff should master these specifications as soon as possible. Staff training can start from reception etiquette, product knowledge, store management, financial knowledge, and standardize reception behavior.

2. shop layout.

First of all, the chain store style is highly consistent with the chain headquarters, and integrates local characteristics with local characteristics.

3. marketing strategy.

Chain stores inside and outside the market is not only to wait for customers to enter the door, sit shops and other businesses, but through the sale of non storefront, the establishment of various channels of interest.

4. cost control.

According to the actual situation, we should spend wisely, and do not believe in chain operation.

Any business, no matter big or small, should have some strategic thinking.

The author summarizes his own experience in joining chain research for many years, and makes a brief exposition on how to invest in chain operation in terms of selection and operation, hoping to be helpful to investors who are ready to enter and enter the chain operation.

Whether it is pparent, whether the price of equipment is pparent, whether there is a complete logistics distribution system, whether there is an overall marketing planning.