First of all, how to achieve fast store opening? Accessory,Ozone Uvc Light Bulb,Ultraviolet Germicidal Light,Kitchen Food Waste Disposer Dedicated Ningbo Ifilter Purification Equipment CO.,Ltd. , https://www.ifiltor.com
Since the number of specialty stores is a key indicator for determining market sales, as a marketing manager of market planners, it is indeed a shortcut to quickly open stores in order to rapidly increase sales. As long as the above interests and misunderstandings are combined, it is actually not difficult.
The newly opened specialty store consists of three aspects. First, the blank market invites to open a store; second, the existing market increases the storefront; and the third, the new brand (series) storefront. The following is a general formula for the number of storefronts: storefront = existing storefront + existing market new storefront + blank market new storefront + new brand (series) storefront.
Aspect 1, the blank market invites to open a store.
1. The number of stores opened according to the enterprise resource plan;
It is a good thing to open a store, but as a market planner, you must consider whether the output of the company in the current and next year can meet the market demand; if it is not satisfied, does the company have plans to expand production capacity and when can it be produced normally? Does the company have the corresponding departments and post staff, who are mature in technology and skills in market support, can they really provide corresponding support for newly opened stores? Is the company perfect in management processes and management systems, and can it cope with the rapid growth of the number of specialty stores? Etc. These are the issues that marketing managers need to consider, based on the current status of these issues and the specific number of marketing managers who plan to open stores.
If the above-mentioned series of problems are not blindly considered and blindly measured, and become the absolute sales force of the brand, this story has become a beautiful talk in the enterprise and the industry. The rapid opening of the store will lead to subsequent support not being able to keep up. The survival rate of the newly opened stores is very low, which in turn affects the brand's improvement.
2. Determine the store opening channels and make a comprehensive plan. Opening a store is like a store selling a variety of channels. The conventional channels of the home building materials industry include investing in professional exhibitions, holding national or regional investment associations for individual brands, media advertising, channel personnel, and new markets to sweep the streets. Dealers take the initiative to come to the factory consultation (including friends and old dealers) and other modes, in the end, which investment mode to choose, if it is a combination of multiple models and how to allocate, these are the issues that marketing managers need to consider. As long as you make channel planning and allocate the quantity reasonably, the next step can be carried out as planned.
3. Plan the opening of the store area and city according to the market positioning. After doing a good job opening number and opening a store channel plan, it is necessary to plan the opening of the store area and city according to their own brand positioning and market positioning. The choice of region and city is the further refinement of the goal of opening a store. In fact, opening a store is like choosing a dealer. Only the market that suits its own brand and market positioning is the best market. In the opening area and city selection, we must make the most detailed analysis, through analysis to determine whether this area and city is suitable for opening a store, how many stores are most suitable. Then we judge the market factors mainly include market population, income source, consumption capacity, target consumer group number, number of competing products, competing brand, competing product sales, property market trend, real estate price, consumer psychology, consumption habits, etc.
4. Find the right dealer according to the brand positioning. As mentioned earlier, finding a dealer is like a boy looking for a girlfriend. The right one is the best. Before the investment, the company should prepare a set of business talks, including company introduction, brand introduction, market operation mode, profit model, after-sales service, product positioning and differentiation, etc., each salesperson is familiar with it in order to introduce and respond to potential Dealers can handle it freely.
In the choice of dealers, the author believes that first-tier cities should choose a certain strength and operate similar brands, because the first-tier cities will have relatively large market investment. If the economic strength cannot keep up, it may be difficult for a clever woman to have no rice. It is difficult to implement the financial strength that is forced by reality; the competition in the first-line market is also very fierce. If there is no corresponding experience or ideas, even if it costs more, it will not achieve the corresponding effect. The so-called thinking determines the way out. For the second and third-tier markets, dealers can do as long as they can go all out. They don't necessarily need too harsh conditions, but they must be obedient, that is, if the company asks you to do it, you must do it. You can't push three nurses. Under the circumstances, the company will give some support, and it is difficult for the market to do well.
I have contacted an integrated ceiling area manager. In order to find a suitable dealer in the Tianjin market, I refused to apply for more than a dozen prospective dealers. I would rather leave the market blank for one year, and continue to find the right ones. Fish, so that the brand can be sold in just two years
5. Build a model market and establish confidence in potential distributors. Sales is the transmission of confidence, and the same business to open a store is also the transmission of confidence. Whether a potential dealer has confidence in the company and the brand, he will not only listen to the explanations and introductions of the sales staff, but also use his own experience to judge, will go to the market to do research, increase himself by comparing and understanding the successful market. Confidence. For companies, what we need to do is to establish a corresponding model market, increase persuasiveness through successful cases in the model market, dispel the doubts of potential distributors, and attract potential distributors to choose the brand.
6. Coordinate the profit model and give hope to potential dealers. The purpose of the potential dealers to open a store is to make a profit. Shi Yuzhu once said: The company is not the most unethical. Whether it is a big dealer or a small dealer, if you want to represent a certain brand, you will have to pay a certain amount of financial and material resources, especially some dealers with weak economic strength can be said to concentrate all savings and family business. On the other hand, if there is a bad business, there will be no retreat, so they will be more careful and cautious when choosing a brand.
For enterprises, enterprises and dealers are a grasshopper on the rope. Only the dealers can make money to develop themselves. If the dealers can't make money or lose money, the company will not develop for a long time. Then, before the enterprise invites the investment, the marketing manager must discuss a profit model with the senior management, including the enterprise planning and operation mode, the dealer market operation mode, and let the potential dealers see that they are rich and profitable through specific numerical calculations. In this way, dealers will be willing to follow your pace and ideas, and enterprises will develop faster and faster.