How to make franchisees bigger and stronger?

The customer base of men's bag brand is relatively stable, and the profit is also stable. Women's bag brand has a broad development space because women's wardrobes are always short of a handbag. Leisure sports brands seem to cater to the current fashion and leisure sports trends ... How can we choose the right brand and operate successfully?

first of all, franchisees should make it clear that whether it is men's bags, women's bags or leisure sports bags, there are corresponding customers and there is room for development. If you already know that those brand luggage companies have a high reputation in franchise chain, then it is good to choose a brand that suits the taste, consumption level and development potential of a certain part of the consumer groups where you are located. The main difference between them lies in different goods and different sales strategies, but they are still similar in management, which is mainly reflected in the following five core issues:

Number of franchisees

Franchisees and retailers generally have a single point of operation, and goods can only be sold in one store and cabinet, and the number of times of changing display positions is limited, and unsalable goods that cannot be returned to brand companies can only be digested in stores and cabinets. Multi-store operation is more flexible than single-store operation, and the speed of commodity circulation (delivery, replenishment, exchange and return) is usually controlled by the head office. Franchisees can apply to the head office to open branches in the authorized business area. It is suggested that after the first store and cabinet are determined as the main sales point, the second store and cabinet should be selected as the channel for inventory sales, that is, to deal with inventory exclusively. In addition, goods can also be sold at the point of delivery, redistributed sales and supported sales by means of diversion such as goods transfer and transition. If you want to achieve a greater degree of commodity diversion, you should open three stores and cabinets. Generally speaking, in order to realize the transfer of goods, it is suitable to open two stores for men's bags and three stores for women's bags and leisure sports

when the first batch of new goods comes on the market after the second and third waves of goods come on the market, some out-of-season and unsalable goods in the main store can be transferred to the second store and counter for sale, on the one hand, more and more goods will not be overstocked, which will affect the display image; On the other hand, there is no need for frequent discounts and promotions in the main stores and cabinets, which will affect future sales.

merchandise strategy of franchise stores

Because the route style of brand luggage is relatively fixed, and the delivery time is also arranged after each order meeting, what franchisees should consider is to sell the goods to the most suitable consumers at the best price and get the highest profit. The merchandise strategies of franchise stores mainly include information management, merchandise management, merchandise adjustment management and promotion management.

Commodity management refers to grasping the quantity of commodities, classifying and analyzing commodities, focusing on management, and managing at the beginning, middle and end of sales to adapt to market changes. Although the consumer groups and tastes of the franchise stores have been investigated and analyzed at the time of site selection, they should be re-analyzed regularly and the corresponding commodity sales should be arranged according to the commodity purchase plan. When arranging the corresponding goods, we should consider the following questions: first, what are the main sales goods? Is it ideal to account for the business ratio of the whole store? Then, do the sales staff know the characteristics of the goods? Finally, do business people fully understand their commodity consumption groups? That is to understand their own brand goods, brand prices, brand customers' price tolerance in the new point of sale.

goods transfer management refers to the management of goods transfer and transition. When franchisees have more than two sales points, they can transfer goods from one store or cabinet to other stores or cabinets when goods are out of stock in daily sales, and redistribute them at different sales points after regrouping in large-scale holiday promotions or season-end promotions.

Promotion management means that franchisees can improve their sales performance by listing new products at headquarters, promoting designated goods, image promotion and other activities.

personnel management of franchised stores

Franchisees or managers hired by franchisees are usually responsible for all the operations of the stores. The store management focuses on the management of shopping guides, commodity management and display, and whether the shopping guides are properly managed is directly related to the sales performance of the stores. Here, the important points for attention are explained: first, recruit suitable shopping guides. In terms of image and temperament, the requirements for shopping guides of men's bag brands are relatively high. In terms of being good at dressing up and grasping fashion, the requirements for female bag brand shopping guides are relatively high. In terms of vitality and appeal, the requirements for shopping guides of leisure sports brands are relatively high; Secondly, the daily, monthly and annual job responsibilities are listed in writing as a complete work list, which is provided to the store manager and the shopping guide as a standard for business. Daily work includes shop opening, cleaning, commodity management, sales performance statistics, replenishment and store closing; Monthly work includes performance statistics, commodity inventory, scheduling and distribution; The annual work includes purchasing goods in different seasons, changing display and packaging, discount promotion and training. Thirdly, implement the regular training of brand luggage companies for store managers and shopping guides, and conduct product knowledge and sales skills training every season before new products go on the market. At ordinary times, franchisees should always motivate employees and hold two-way communication meetings every day. Then, by setting the commission rate, sales indicators to promote sales, and making an incentive commission plan and performance evaluation, employees can be fundamentally attracted to self-improvement and stable work. Finally, cultivate the ordering ability of the store manager.

inventory management in franchise stores

Due to the strong trend of fashion change in the luggage industry, although the out-of-season bags in your store may be new products listed in other stores, your fixed consumer groups have already identified them as out-of-season bags. Commodity inventory has always been a big stone in the hearts of franchisees. In the process of sales, we should properly monitor and choose the right time to market. Since franchisees have chosen a brand to join, it is natural that they have determined that this brand is suitable for some consumers in the local market. However, due to the influence of social culture, unpredictable things often occur. This is an external factor that is difficult to control, but franchisees should practice their internal strength, often revise the traditional thinking of managing goods, prevent and deal with inventory problems predictably, and formulate sales plans, time to market and ratio of storage to sales in order to reduce inventory. After all, careful planning in advance is better than dealing with troubles afterwards.

multi-brand development of franchisees

Under the competition in today's market, brand luggage companies will develop brands suitable for another age group on the basis of the basic maturity of the original brands. Some brand companies have newly developed and operated two or three brands, and also introduced preferential policies to encourage existing franchisees to join new brands. Brands also have growth period, maturity period and decline period. The advantage of joining other brands in the same company is that new brands can quickly occupy the market by using the sales channels of the original mature brands, and franchisees can open new sales points. If the original store area is large, they can increase the number of employees on the basis of the original store staff.