Half Join Mode "Counterattack" Home Textile Industry

< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > Home Textile Industry < /a > sales slump, the number of franchisees is no longer the decisive factor for the success or failure of enterprises. The quality of franchisees really determines the operation capacity of enterprises. At present, a number of home textile brand franchises appear in a semi franchised semi direct camp mode. Under this mode, headquarters management of franchisees is more direct and more standardized, and its management is equivalent to the management of Direct stores, but stores are still franchisees themselves. < /p >
< p > 2013, the unknown home textile brand Bao unadorned home textiles opened the new mode of home textile industry, from the head office to the franchisee stationed in the store manager. This is also the first half to join the semi direct camp mode for the first time in the home textile industry. < /p >
< p > < strong > channel competition "dead end" < /strong > /p >
< p > fuanna, Luo Lai home textiles and Meng Jie home textiles. When the code of this series of home textile listed companies appeared on the stock exchange, the era of rapid development of home textile industry is coming. < /p >
< p > China Home Textile Association survey shows that in recent years, with the promotion of housing reform policy in China, annual consumption of home decoration has reached 500 billion yuan, of which the cost of household textiles replacement and purchase accounts for about 25%, up to about 100000000000 yuan. < /p >
< p > but with the fall of the overall economic situation, the market No. 1 "a href=" //www.sjfzxm.com/news/index_c.asp "Luo Lai" /a "home textiles", the performance in 2013 is not satisfactory. "Luo Lai is a factory built brand, and now also acts as a proxy for some foreign brands. In a word, it is a brand founded by OEM. It is obviously very difficult for a brand to have a large scale store like Luo Lai, and it is very difficult to make intensive farming channels. Marketing expert Haisheng told reporters. < /p >
"P" comes from external challenges, which also test the elder of the home textile industry. In the recent 7 to 8 years, hundreds of home textile brands suddenly sprang up, and there were many "home textile cities" providing a one-stop service for all kinds of home textile brands. In the face of gold rush, how did the future war become a question mark in the minds of many brands? < /p >
< p > "in order to avoid price war, our strategy is to develop distinctive products." But the embarrassment of Xue Weicheng, chairman of the home textile company, is that even if the price is high enough to invite European designers to design products, it is difficult for brands to guarantee their own "design patents". According to him, he launches two products every year, but the synchronized plagiarism will soon appear on the market. < /p >
< p > Xue Weicheng told reporters that he had inspected the Russian market and tried to build a factory overseas. However, due to the high cost of manpower, the matter could only be stopped afterwards, but he had been in the predicament of breaking through. < /p >
< p > < strong > brand dealers send "store manager" < /strong > /p >
< p > for the home textile brand Bao Mo home textiles first proposed a semi join half direct camp mode, Haisheng told reporters: "for small brands, channel development is not a large scale, of course, can do so." < /p >
< p > it is understood that < a href= "//www.sjfzxm.com/news/index_c.asp" > Bao unadorned home textile > /a > the store manager's running mode is: the company chooses a skilled shop manager or channel staff to work in the new franchisee for a period of time. The manager or the channel staff starts from the most basic elements, and teaches the franchisees the matters needing attention in the store operation, so as to help the new franchisee get into the state quickly. < /p >
< p > in fact, many domestic textile brands begin to attach importance to terminal maintenance and try to open a shop to succeed a store. For example, a home textile brand has 100 terminal stores, so the home textile brand needs at least 30 or more marketing personnel to maintain. Some franchised stores have fewer home textile brands and even use one to one franchise services. Now, this semi franchised semi direct camp mode just makes this part of the market maintenance personnel become the franchisee manager, making the brand and franchisee lack many intermediate links, so that the franchisee's execution of headquarters policy is quicker. < /p >
< p > store manager is responsible for store display, sales personnel training, price and promotion, and regularly reporting to headquarters on store management. For the newly arrived home textile shop, the expense of the store manager is undoubtedly very high, and the whole industry is still in the stage of price war. The income of the shop keeper is more pressure on the new store. In fact, another requirement for stationing the store manager is "the manager can urge franchisees to speed up the purchase and increase the purchase category." This is also a very good choice for headquarters. " A home textile enterprise channel executives told reporters. < /p >
< p > "our headquarters location is a brand operator, shop guide is basically completed by subordinate factories." He Junyi, deputy general manager of Heng Yuan Xiang (Group) Co., Ltd., told reporters. < /p >
< p > "we manage the business of joining and acting, but the autonomy of the order is given to the franchisee and the eight factories." He Junyi, for example, said: "when we look at a franchisee and establish a storefront, the franchisee orders eight factories every year. He thinks that which factory's products are more suitable for sale can cooperate with this factory for a long time." < /p >
< p > but in the storefront management, because the new franchisee has no experience, the factory will be stationed in similar Shop Director's sales guidance to come, each factory's sales guidance will stay for a time, specially considers the storefront sale, the goods placing and so on questions, and guides the promotion. "This is also equivalent to stationing the store manager, increasing the management authority of the storefront, having a greater grasp of the store, and the revenue from sales guidance is the responsibility of the factory." He Junyi said. < /p >
< p > for Heng Yuan Xiang headquarters, "if we distribute a special store manager for each sales point and adopt a semi direct camp mode, we need to develop a huge organization. By delegating this authority to the factory, the factory can complete the job of "stationing" the manager. < /p >
< p > in fact, the investment of the store manager is entirely the responsibility of the factory. Even inside the Heng Yuan Xiang store, there is competition among different factory products. Therefore, the factory hopes that sales guidance can firmly grasp the storefront and enter the products of the factory. On the other hand, sales guidance will also involve more time and management in the store, and the store will be more comprehensive. < /p >
< p > "at present, the resources of store managers are very scarce for China's franchise chain industry, with a gap of 100 thousand per year, so the store manager is very scarce for franchisees." Li Weihua, an expert in franchise chain, told reporters that since China's business has always been accustomed to direct operation, the advantage is that it is easy to manage, so headquarters has always wanted to have strong control capability. In fact, looking for a suitable pattern similar to the above practice (semi franchised semi direct battalion) is still able to handle the relationship between direct battalion and franchises. < /p >