What problems should we pay attention to when operating a clothing franchise store?

Domestic clothing brands are dazzling like mushrooms after rain, and international brands are attracted by China's huge potential consumption power, and they have also set foot in pursuit, gradually occupying first-and second-tier cities.

However, the prosperous clothing market has created one problem after another for our franchisees. Even if you already have a store with a superior geographical location, you have abundant investable funds, and you have collected a list of brand clothing companies with high credibility in franchise chain through various channels, it is still difficult to make a final decision.

first of all, franchisees should make it clear that men's wear, women's wear and leisure sports clothes all have corresponding customers and room for development. If you already know that those brand clothing 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. Their main difference 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: the number of franchisees and retailers generally have a single point of operation, 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. As we all know, chain switching operation is more flexible than single-point 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 of inventory sales, commonly known as the goods-going store, that is, specialized in handling inventory.

in addition, goods can also be sold at the point of delivery and then distributed to the sales support point 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, two stores are suitable for men's wear and three for women's wear and leisure sports in order to realize the diversion of goods.

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.

Franchisee's product strategy Because the route style of brand clothing is relatively fixed, and the delivery time after each order meeting is also arranged, what franchisees should ponder is to try 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.

information management means that franchisees transmit the data of stores and cabinets to the headquarters at a specified time through the retail management system provided by the headquarters. The headquarters keeps data to analyze how to improve for franchisees at the next ordering meeting, and regularly feeds back the methods of VIP card customer points, aging and event rewards to franchisees. Franchisees can also monitor inventory based on sales data. Commodity management refers to grasping the volume of goods, classifying and analyzing goods, 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 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 selling 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 refers to franchisees' efforts to improve their sales performance through new products listing at headquarters, promotion of designated goods, image promotion and other activities, specifically, issuing coupons, targeted promotions, VIP cards, etc. Promotion is also a way to solve the inventory problem.

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 are some important notes:

First, recruit suitable shopping guides. In terms of image and temperament, the requirements for shopping guides of men's wear brands are relatively high. In terms of being good at dressing up and grasping fashion, the requirements for women's 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 store opening, cleaning, commodity management, sales performance statistics, replenishment, store closing, monthly work includes performance statistics, commodity inventory, scheduling and distribution, and annual work includes changing seasons to purchase goods, changing display and decoration, discount promotion and training.

Thirdly, regular training for store managers and shopping guides by brand clothing companies should be implemented, and product knowledge and sales skills should be trained 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, promote sales by setting commission rate and sales index. For most employees, in reality, salary is the most important thing, so the incentive commission plan and performance evaluation can fundamentally attract employees to improve themselves and work stably. Finally, cultivate the ordering ability of the store manager.

inventory management of franchise stores

Because of the strong trend of fashion change in the clothing industry, although the out-of-season clothes in your store may be new products listed in other people's stores, your fixed consumer groups have already identified them as out-of-season clothes. Commodity inventory has always been a heavy burden on franchisees. Zhao Yingxiong's book Terminal Power provides a series of solutions to the inventory problem of franchisees. The main points are as follows:

② Proper monitoring should be done in the sales process, and the right time for listing should be selected. Since franchisees have chosen a brand to join, it is natural that they have determined that this brand is suitable for some consumer groups 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, listing periods and the ratio of storage to sales in order to reduce inventory. After all, careful planning in advance is better than dealing with troubles afterwards.

③ Flexible use of short-term and long-term solutions to deal with commodity inventory, attracting customers to spend impromptu through short-term price reduction and preferential rebates, or secretly dealing with inventory through adjusting commodity structure, establishing VIP customer management system and targeted promotion.

Multi-brand development of franchisees

Under the competition of today's market, brand clothing 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.