How Does The Manufacturer Explore The Black Hole Supporting The Policy Of The General Agent Self Flagship Store?

Looking at the Z provincial support policy for H City, S city and W self flagship store, which has been on the desk for two days, Li Qiang's brain still has no clue whether to support or how to support the policy.

The chairman of the K brand is coming back from business tomorrow. What kind of advice would you like to sign on this application report? Li Qiang is in deep thought.

A month ago, when the new year's Day was new year's day, Li Qiang should be invited by the general agent of Z Province, Lao Chen, to invite him to visit the market and guide the work of H city.

Li felt a bit strange before going to it. How did Lao Chen differ from his previous performance?

Speaking of Lao Chen, Li Qiang is also love and hate! Lao Chen is an old lady. He has made shoes business for 23 years. He has made two brand of sports shoes and has taken over the K brand for 5 years. Now he is only running K brand.

Objectively speaking, Lao Chen is also a huge contribution to the K brand. In the hands of Lao Chen, the K brand in Z province is a "chicken changing Phoenix". In the past five years, the K brand has sold more than a dozen places in various provinces and ranks first in the world.

Now, the K brand and Anta are in the first step, even exceeding the XTEP and 361 degree performance.

Now

The company has more than 50 people, hired the deputy general manager and development manager, direct manager, the professionalization of the team in the K brand each branch is relatively high.

The wife manages finances, Lao Chen is very familiar with the market condition, often drives the automobile to visit the franchisee, the inspection business circle, visits the suitable shop location.

K brand is also gradually growing in Lao Chen's hands. In some counties, the popularity and purchase rate of K brand even exceed Anta brand.

Because of the good performance of the market, Lao Chen has not been very cooperative with the work of Xiao Li, a manager of East China G company. He did not mention specific work arrangements, nor let Xiao Li understand store sales, warehouse inventory and so on.

Even if Li Qiang himself passed, Lao Chen was not very enthusiastic.

Now, is Lao Chen going to change his face and start a new life? Now he looks back on his trip to Z Province, and finally Li Qiang fully understands that everything is in the design of Lao Chen.

This world has no love for no reason. Lao Chen would like to "force a palace" to the headquarters by opening a self flagship store.

After arriving at H airport, Lao Chen and his deputy general manager, Lao Zhang, arrived at the airport to pick up the plane.

On the bus to downtown, Lao Chen probably reported to Li Qiang this year's sales situation.

K brand headquarters this year issued a total of 50 million of the order target, has now been completed.

At present, inventory accounts for 20% of the total annual orders, of which the ratio of footwear to clothing is roughly 7:3, and the proportion of over season products to seasonal products is roughly 1:1.

In 2006, the blank market of prefectural and county-level cities has already been completed, with nearly 200 outlets.

There are still some blank spots in the towns below, which is the goal of old Chen Ming's plan.

All of these have been planned and documented, including the maintenance and expansion of existing outlets, the number of blank outlets, the rent support, shelf support and decoration support for each network, and a clear index of network expansion and promotion targets have been issued to the market development department.

How does Li always feel satisfied?

"Lao Chen, how do you say this? You did a good job!" Li Qiang did not know what medicine he bought in the old gourd.

"Ah, people look at me is infinite, but I can't say it!" Chen Lao gave an unexpected sigh, so that Li Qiang's heart could not help but pull.

"To the guesthouse!" Li Qiang, deputy general manager of the car, consciously or unconsciously reminded him to extricate himself from embarrassment.

"Ah, not to mention it first," Lao Chen's tone was warm again. "Come, stay first, and find a place in the evening to catch up with Lee!"

...

At night, in the box of a characteristic restaurant in H City, Lao Chen, Lao Chen's wife, Lao Zhang and the newly recruited director of the direct marketing department attended the small square coefficient, which made Li Qiang feel that this evening seemed a bit unusual.

Let's take it as it is. Let's see how Chen performs this evening. Li Qiang made a secret decision in his heart.

The manager of Xiaofang is a 22 year old girl who introduced herself to Lao Chen for a month. She used to be a direct manager in the T brand branch of Z province.

She mentioned the T brand's support policy for the general agents to open their own stores: before they set up shop, the headquarters first assessed the investment quota of rent, decoration, and shelves, and calculated them, such as 3 million, headquarters supported 2 million, and the support standards were very clear.

The deputy general manager, Lao Zhang, put in a sentence: "Li general, can we K brand be able to make the total agent's self support policy clear and clear?"

In a flash, the words of Lao Chen and his wife, who had been talking about their families, stopped. Chopsticks were stopping at the small side of the dish. With the old Zhang, the eyes of a table were like a searchlight to Li Qiang.

"Don't we have advertising support policies for the general agent's own stores? The headquarters and the general agents are half open! There's also shelf support, supporting 200 yuan per square metre. Is it all in black and white?" Li Qiang asked with a smile.

"Li general, how much is advertising support and shelf support? What I'm talking about is rent support and decoration support policy!" Lao Zhang also laughs.

"Yes,

Now, I have a self flagship store opening plan, and I want you to give more guidance. "Let me give you a drink first and do it first!"

"I think so: our K brand has been doing this for many years, before it adopted the strategy of rural encircling the city, because our price is also suitable for the rural market.

Anta, Jordan and XTEP are adopting the strategy of urban radiation to the countryside.

Before the city was occupied by them, we did not dare to move. "

Xiaofang intends to pause. "But I think it's time for us to enter the city market!" I think, it is urgent to open three direct outlets in Zhongshan Road, S city's Tiandi square and Jianguo Road in W city. We need urgent support from headquarters, especially in terms of rent and decoration fees! "

The little square still looks like peach blossoms, but Li Qiang seems to have seen the cold meaning behind the smiling face.

Li Qiang's head grew buzzing when he heard that Xiao Fang's own shop opened shop.

In fact, in November, Xiao Li, manager of East China, reported to him the rents of major cities in various provinces in East China. He specifically mentioned the top three rents in the central business district of H City, S city and W city in Z Province, which were 20 thousand yuan, 15 thousand and 12 thousand per square meter respectively.

In the pedestrian street of the provincial capital city, a 60 square meter double door store has a rent of at least 1 million 100 thousand yuan per year, plus a pfer fee of at least 20-30 yuan. The cost is not borne by the general agent who has the strength.

"Li, chief, no, buddy, I don't see you on the table, you help me, too!" Lao Chen raised his glass. "The biggest difficulty I feel now is how to make the industry leader.

Although the K brand is doing well, the development is uneven and unhealthy.

Although sales rank in the second place, the profit margin is only between 7 and 10.

There is no way. In order to consolidate the market, I have put all the money earned into the market. Of course, I also appreciate the support from headquarters for this twenty million credit line.

Lao Chen drank the glass of wine and filled it with one glass.

"Of course, I want to open my own shop, and I want to start a flagship store!" you know, I know, I know, I have three self run stores. It's just a bit of a mess, too bad a location, too small and too weak in management. I'm sorry to take you to see! What's the next self run store? What's the next thing I do now? I'm walking on one leg now, I'm a strong shop, and I'm weak in Direct stores. Many old customers always think that my old manager didn't plan to run our K brand long enough. They didn't have enough confidence in our K brand.

"I also admit that the former headquarters is too weak to open stores and not to manage stores.

Now that the small side is in place, I think we should not only open it up but also manage it well, so that my franchisee can have a good example to learn. "My brother, my self flagship store plan is up to you."

After listening to Lao Chen's remarks, Li Qiang fell into a deep reflection again.

He remembered that Chairman Ding had returned from a business trip in Z province last year, and Lao Chen once tentatively talked about asking the headquarters to give support to opening self run stores.

At that time, Ding chairman replied to Lao Chen: first, look for the shop site, and give it a proper support.

Li Qiang had some different views at that time, but he did not say so.

Now, the same problem is coming out again.

Lao Chen seemed to see through Li Qiang's mind. "The chairman of the board said last time. Let me go first.

The key is not to set the standard of support policy. Our agent has no idea at all. I do not dare to go without the support policy of headquarters. I am sure I will lose money if I start.

...

Looking at the report on the support policy of Z province for self flagship stores in H City, S city and W City, which has been put on the desk for more than two days, Li Qiang's thoughts have come back to reality: half a day later, how to think about their own ideas and plans? Otherwise, how can we meet with Chairman Ding and Lao Chen?

Case analysis:

In this case, whether or not we should support the general agent to set up a self flagship store is to clarify the strategic positioning of the general agent's self flagship store, and to clarify the strategic positioning of the general agent's self flagship store, we need to analyze the strategic development stage of K brand in Z Province.

In the past, we can preliminarily judge that the K brand is moving from the stage of development and maintenance to the key maintenance stage in Z province.

The key business of marketing at this stage is mainly the store supervision and terminal support. These two key businesses play a direct role in the survival rate and profit margin of franchisee stores.

Li Qiang also understands that the franchisees who are mainly distributed in the county are not very loyal to the K brand. Since this year, the phenomenon of franchisee switching brands has shown an upward trend. Therefore, it is particularly important to extract, export and optimize the operation management mode of franchised stores as soon as possible.

The strategic positioning of the general agent's self flagship store should first be a brand display window, followed by a sales contribution window. Once again, it can become a refining window for the operation mode of the typical brand store of K brand, the output window of Lao Chen self shop management personnel, and the training window of the Z provincial franchisee team.

If Lao Chen's self flagship store opens its effect, it will enlarge it to refine and perfect it for K brand.