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Since Ningbo Beifa Group became the first stationery sponsor by sponsoring the 2008 Beijing Olympic Games and launched the Olympic concept store-Beifa brand specialty store with the help of the Olympic boom, Beifa Group and Beifa Olympic Concept Store quickly became the largest stationery industry in 2006. Hot topic. At the same time, there are also a variety of stationery brand manufacturers in China to quickly follow up, indicating the desire to accelerate brand promotion and market expansion through brand stores, and even agree that stationery brand stores will become the third marketing force in the stationery market. Can the stationery brand monopoly system really become the third marketing force in the stationery market? Is the stationery brand chain store really optimistic, can quickly improve the brand influence and market control of the manufacturer, and achieve the goal of brand manufacturers to integrate social resources and low-cost expansion? As a colleague in the stationery industry who has many years of practical experience in chain retailing enterprises and has certain research on chain management, I would like to carry out some core concepts of promoting stationery brand chain stores according to the understanding of chain operation and stationery industry. Analyze, for the reference of the stationery industry colleagues and better promote the successful practice of the stationery brand chain monopoly system. What I am clear about here is that this article does not analyze whether a brand's brand chain monopoly system can succeed, nor does it explore the specific management issues of chain operations, such as “five unificationâ€, “seven unificationâ€, “eleven unificationâ€, etc. As a successful multi-year practice, chain management must be very mature. But the introduction of the stationery industry, stationery brand chain monopoly as a new practice, I think that anything can happen, and the market and consumers will give the most fair judgment. This paper will analyze the key success factors of chain operation, the successful practice of brand chain monopoly, and the core concept of stationery brand chain monopoly, and put forward some views of stationery brand chain monopoly for the sharing of stationery industry colleagues.
First, the key success factors of chain operation From the successful practice of chain operation in different industries, successful chain operation must at least include three interconnected systems, and is also a key factor in the success of chain operations, including: sustainable profit-making operating systems, Cultivate a training system for rapidly expanding the required talents and standardize an effective supervision system.
1. The operating system that continues to be profitable includes two core factors: one is the profit model that has been proved by successful operation and has universal applicability, and the other is the clear, clear and detailed management standard of the entire chain operation system, including the headquarters and chain stores. And operating standards. A continuously profitable operating system is the basis for the efficient operation of the chain operating system;
2. Training system for cultivating talents for rapid expansion: qualified chain management personnel, the most important is the franchise store manager. The key to a qualified chain franchise manager is not the management ability and business skills of the chain franchise manager. Of course, this is critical for the successful operation of the chain franchise. But for the entire chain management system, the key to the chain franchise manager is that he can agree with the core concept of the entire franchise system, can not affect the standardization of the entire chain operation system with flexibility, and can maintain the entire chain management system. The smooth and effective operation sacrifices local interests, which are often overlooked by the franchise headquarters. As far as I know, many failed franchise systems, in the case of rapid expansion of chain operations, lack of qualified chain franchise managers, resulting in out of control of the entire franchise system management, often become the last straw to crush the camel.
3. Standardizing an effective supervision system: With standards and supervision, it seems easy. Let us not say if the chain operation system expands into a very broad market area, how much manpower and material resources need to be invested in time and space. On the surface, the franchise supervision is on the surface of the maintenance of the standardized management system, but the core is the balance of interests and the maintenance of interests between the franchise store and the franchise store. Imagine that the market environment is very different, the market development is ever-changing, and there are hundreds of franchise investors who strive to maximize their own interests. If the franchise headquarters does not have some special control measures, this supervision can be really a bit difficult.
For the chain franchise headquarters, there is another one that must be mentally prepared first. The franchise headquarters and the franchise store. If you use marriage as an analogy, this is not a long-term marriage, but a fast-matching marriage. Gan, but it is absolutely impossible to share the pain, remember.
Second, the successful practice of brand chain monopoly According to my observation, can be chained to the manufacturer's product brand monopoly, and has a universally successful product, mainly in the following three categories of products: manufacturers with higher entry barriers, final consumption Products with very high conversion costs, products with strong brand value-added capabilities.
1. Manufacturers have higher entry barriers: Manufacturers have very high capital thresholds and technical thresholds. The market is controlled by several major manufacturers, with market characteristics of monopolistic competition. Major manufacturers' brands are fierce. There is a certain tacit understanding in the market competition, which can maintain a certain level of profit so that the brand stores can obtain the necessary profit space for survival and development, such as automobiles.
2, product technical content, after-sales service requirements are higher, customers have higher conversion costs, brand stores can effectively retain customers, and through long-term after-sales service, supporting product sales to obtain long-term stable income, such as electronic office products Copiers, printers, etc.;
3. Products with strong brand value-added ability: The common characteristics of these products are: the individual demand of consumers is strong, the product has emotional value beyond the functional value, and the customer's loyalty can be effectively cultivated through the strong emotional suggestion of the brand. Such as fashion, fashion products, etc.
Third, the analysis of the core concept of stationery brand chain monopoly From the current situation, to promote the stationery brand manufacturers are keen to develop the core concept of the chain franchise monopoly system, the most important are the following four: the brand franchise monopoly system can effectively achieve the manufacturers' channels Flattening; brand franchise system can promote low-cost brand promotion; brand franchise system can effectively improve market control; brand franchise system can achieve rapid market information feedback.
1. The brand franchise system can effectively realize the flattening of the manufacturers' channels. The idea of ​​the flattening of the channel is the person who originally proposed it. What is the original concept of the concept, it is already very difficult to test it. But one thing is certain. The concept of channel flattening is accompanied by the rapid development of the domestic chain retail industry. The retailer's power and voice rights are enhanced. Manufacturers must give special policies to super-buyers other than wholesalers and agents. Proposed, such as direct supply. If we can understand the connotation of channel flatization as the level of compression channel, then the flattening of channels is a misunderstanding of the channel status of stationery manufacturers. The channels of stationery products can be compressed according to the channel level. Let us analyze The channel status of domestic stationery brand manufacturers is clear: so far, the channel distribution system of domestic stationery brand manufacturers mainly relies on the wholesale market to achieve. Due to the small size of the market and the wide variety of products, the limited market capacity is decomposed into each. The category manufacturers are even smaller, so most stationery manufacturers have not developed a mature channel system: one-level agent, two-level agent; three-level agent; four-level distribution. At present, the most typical channel system for stationery manufacturers is: the retailer of the manufacturer-wholesale market--the retail terminal, and then the first-tier cities such as Beijing, Shanghai, and Guangzhou are directly supplying retailers by setting up branches. supplement. That is to say, in the place where there is a wholesale market, there are manufacturers wholesale agents (normally, each provincial capital city will have a wholesale market for the province's market). No manufacturer or wholesale agent has developed a set. For the channel system and management system of the prefecture-level and county-level markets, the wholesale agents are basically operated by the merchants. No matter where the retailers are, I will give you the wholesale price. The difference is that the wholesale agents will cooperate according to the cooperation time. When the length of mutual understanding, retail retail stores, sales volume, and bargaining power, wholesale agents will give some discounts and settlement benefits. That is to say, at present, the channel level of stationery manufacturers has only two channels: wholesale agents (branch companies) in wholesale markets - retailers. It is impossible for stationery manufacturers to develop a chain franchise system. It is impossible to develop a brand franchise store by themselves. It is also necessary to develop a regional franchise operator. At the same time, in order to maintain a good relationship with the original agent wholesaler, stationery manufacturers often find the original agent. As a regional franchise operator, the wholesaler has become a manufacturer-regional franchisee-brand franchise store from the point of view of the chain management system. From the perspective of channels, there is no substantial channel change.
2. The brand franchise system can promote low-cost brand promotion. The brand franchise system can effectively integrate social resources, build a unique brand marketing environment, and realize the low-cost and rapid promotion of the brand. Integrating social resources, this is easy to understand. The franchisor exports brands and management. It can also collect royalties, deposits, management fees, etc., and is invested by the franchisor. This is an ideal win-win system. We will not discuss it here because This is a question of how to do it. The key is whether the franchisor has the ability to guarantee the franchisee's continued profitability. Build a unique brand marketing environment, which is the most important thing for stationery brand manufacturers, because the brand store can build a single one. The simple brand information communication environment, consumers entering the store, will not be affected by competing product information or other information, which is conducive to the rapid development of consumer brand sensibility and loyalty, which is unquestionable, we are not here to discuss Whether the system of the franchise brand itself is mature and the influence of the franchise brand on the final consumer. What I want to talk about here is that, at low cost, many stationery manufacturers may think that the franchisees pay (franchise fees or franchise fees, management fees), I promote, and finally the brand is mine, of course, low cost. Here, stationery manufacturers consider the direct costs of brand promotion, such as promotion costs, but if the indirect costs of maintaining the chain franchise system are included, chain franchising will be the most expensive brand promotion method, for stationery manufacturers. Even worse.
1. In order to promote the brand franchise concept, brand manufacturers must invest a large amount of brand promotion expenses (of course, this is all brand promotion must be invested, only promoted by brand franchise, brand manufacturers will consider this fee is a franchise Out of business
2. Maintain a good image of the franchise store brand and ensure a strong training system and executive supervision system required for the normal operation of the brand franchise store. This is not a simple channel management system;
3. Conversion cost of supply chain adjustment: If the regional franchisor is not the original agent wholesaler, how is the interest of the regional franchisor and the agent wholesaler balanced? If the regional franchisor and the agent wholesaler are the same company, how is the interest of the brand franchise and the retail dealership balanced? This requires looking at the art of the brand manufacturer.
For stationery manufacturers, there is one of the biggest system costs: there are many kinds of stationery, and currently stationery manufacturers are often best at manufacturing a certain category of products, and other products must be solved by OEM, here is a huge supply. Business management costs, inventory costs, and processing costs for unsalable products, as well as huge quality control risks. A little carelessness will bring disaster to the entire franchise system.
3, the brand franchise monopoly system can effectively improve market control. Brand franchise stores Because franchise stores must pay franchise fees, deposits, and store decoration, franchise stores have very large default costs and exit costs, and brand manufacturers' control over franchise stores has naturally been effectively strengthened. However, brand franchise stores are a double-edged sword for market control, which must be carefully considered by stationery manufacturers:
First, how to balance the interests of regional distributors and wholesale agents, franchise stores and social retail stores, once faced poor handling will face huge channel risks;
Second, the loss of other sales opportunities caused by high investment in the early stage of the franchise store and brand monopoly. Once the brand manufacturer can not guarantee the profitability of the brand store, the sense of distrust between the brand manufacturer and the franchise store develops to a certain extent. Special and regional events are often caused by the internal communication of information and the intensification of influence caused by closed systems, which have evolved into universal and holistic events. In a very short period of time, the market is completely out of control. This will be the case. The great test of the crisis management of stationery manufacturers.
4. The brand franchise system can achieve rapid market information feedback. Due to unified management, brand manufacturers can develop a unified information feedback management measure, which will help various market information to be quickly feedback back to brand manufacturers, thereby improving the market sensitivity and resilience of brand manufacturers. This is also a point of interest in the use of the brand monopoly system. However, any disadvantages are necessary, and the brand monopoly system speeds up the feedback of market information, but at the same time reduces the scope of information feedback. In other retail terminals, operators are very aware of the advantages and disadvantages of different brands of products, consumers' actual views on different brands of products, and thus make optimal decisions. However, in a brand store, the operator can only understand the consumer's perception of the brand, and it is difficult to evaluate the different brands in the actual sales process, thus forming a closed information feedback cycle, which may cause the brand manufacturer. In terms of product development and marketing policies, only a certain category of consumers can not attract other potential consumers, resulting in a narrower customer base.
In addition, because domestic brand manufacturers are generally longer than manufacturing and weaker than marketing, neither manufacturers nor wholesalers have good terminal retail management experience, and terminal retail management experience is to ensure that brand franchise stores are profitable. The key, how to fill the shortcomings of the terminal retail management experience, this is also the first issue that every manufacturer wishing to introduce the brand franchise system must consider.
On the whole, brand franchise stores play a role in brand communication, cultural guidance, and consumer education in the entire marketing chain that cannot be achieved by any other marketing method. As a stationery manufacturer in industrial upgrading, market upgrading, competition Upgrade, the stationery industry and the market face the key moment of integration, learn from the successful practice of other industries, and increase the introduction and exploration of new business models, business models and marketing models. It is the progress of the industry and the development of enterprises to a new level. reflect. Advantages of Wenhui's point of view, it is hoped that stationery manufacturers will introduce the brand chain monopoly system and see the brand chain monopoly system bring the interests of the enterprise. At the same time, the possible risks in the operation of the brand chain monopoly system can be prepared in advance, and the countermeasures should be prepared in advance. Measures to ensure the successful operation of the brand chain monopoly system.
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